Five content creators on Instagram, Tiktok and Facebook differ in language, goals, and style--but they all agree on one thing: creating content here is a game of strategy, not just self-expression. In Luxembourg, where three languages are official and English is widely spoken, the first big decision an influencer must make is deceptively simple: which language to post in?

For Almin (@mood.luxembourg), who boasts 35,000 followers on Instagram and 29,000 on Tiktok, the answer was clear from the start: Luxembourgish. His fast-paced, relatable videos about daily life, football and culture are very local--and he’s proud of it. “I love our language and will always focus on our country and culture,” he says. “I’d rather be the big fish in a small pond than get eaten by the sharks out there.”

This hyperlocal approach has worked. His content regularly racks up over 100,000 views in a country where such reach is considered massive. “When I started, I was the first to speak Luxembourgish and make lifestyle content. For people, it was something new and relatable.”

Andrea (@eatwith.andrea), who runs a food-focussed Instagram and Facebook page with roughly 7,000 followers, took the opposite route. “I write exclusively in English,” he explains. “Not only do I post about Luxembourg, but also about restaurants in other countries. English is the most inclusive and effective language if you want to grow beyond a local circle.”

English isn’t just about ambition for Andrea--it’s also about practicality. “Most expats in Luxembourg speak English, and those born here already know the food scene. My content is more for visitors or newcomers.”

Stéphanie, who built her lifestyle brand @la.luxembourgeoise to 2,800 followers on Instagram and nearly 10,000 on Tiktok in under two years, agrees. “I’ve thought about switching to French or Luxembourgish because it comes more naturally to me,” she says, “but for now, I’m sticking with English to grow my audience internationally.”

Fiona (@Luxfoodtrip) has over 12,000 followers on Instagram. Fifty percent of her followers are in Luxembourg, whilst the rest are in the greater region. “I mix French and English to reach a broader audience--French alone felt too limiting.” Her mission? “My hope is that my page becomes a reference for anyone looking to discover new, trendy and delicious restaurants.”

Even Anne-Sophie, a plant-based content creator now based in Berlin (@_soso.food), creates in English for strategic reasons. “It’s always been the language of my education and professional life. It connects me with international communities, and that’s essential to what I do.”

But even among the English-speaking creators, language choice remains fluid. Andrea, for instance, speaks five languages fluently and says he could easily adapt if his strategy changed. Still, Almin’s success in Luxembourgish is proof that going local doesn’t mean staying small. The real question for creators is: do you want to compete globally or own your niche at home?

Creating content is one thing. Monetising it is another.

Almin, perhaps the most commercially successful of the four, says it’s possible--but only with grit. “It takes two to three years of consistent work without making profit,” he admits. “But once you build a name, brands will come to you.” He also diversifies by offering content creation and social media management to businesses.

Stéphanie agrees that with dedication, full-time content creation is within reach. “There are many opportunities, from brand partnerships to tourism collaborations. It all depends on your strategy and how much time you’re willing to invest.”

Andrea, by contrast, chooses not to monetise aggressively. “I prefer to keep my page as honest as possible,” he says. “I’ve done one or two paid partnerships, but only when I truly believed in the people behind them.” He doubts many local businesses are ready to pay content creators what their work is worth.

Anne-Sophie, who blends content creation with freelance and marketing work, takes a more hybrid approach. “Sustainable growth comes from having a diverse skill set,” she says. “For me, food isn’t just content--it’s an experience. I want to build real spaces where people connect over food.”

Fiona says she does this mostly by passion as she seldom partners with restaurants. “I pay for nearly all the meals at restaurants I review and only accept partnerships when I genuinely like the restaurant.”

In Luxembourg, being an influencer can be a full-time job--but only if creators treat it like one, and are open to multiple revenue streams.

Formats and hooks: winning the algorithm game

All five creators agree on one thing: short videos--especially reels--are the current gold standard.

“Photos are dead,” says Almin bluntly. “You need a strong hook, plus value, and to keep it dynamic. It’s not magic. It’s just knowing your audience.”

Stéphanie found that being more present in her videos helped engagement. “At first, I didn’t show myself much,” she recalls. “But when I organised a group trip to Morocco, I realised people want to connect with the person behind the content.”

Andrea notes that while reels are important for growth, stories play a key role in community building. “Stories help maintain engagement with your core audience. But with reels, you reach beyond that.”

Anne-Sophie, with her background in performance marketing, is more analytical. “Instagram rewards early adopters of new tools. Right now, short reels--about 15 seconds--perform best. But on bigger pages, even longer reels are working again.”

Fiona explained that despite loving photography her “most viewed post was a reel--over 19,000 views from a sunny day at Gudde Wëllen.”

Content-wise, each creator has carved a unique niche: Almin combines lifestyle with national pride; Andrea keeps his focus tightly on food; Stéphanie blends lifestyle with local travel; and Anne-Sophie infuses food content with wellness, sustainability and hands-on experiences.

Though Luxembourg’s influencer market is young, it’s gaining maturity--and fast. Still, challenges remain. Andrea warns that influencer marketing is often undervalued in Luxembourg. “The work that goes into a single reel--filming, editing, writing captions--can take hours,” he says. “Yet many still hesitate to pay for that work.”

Anne-Sophie, who now works in Berlin, sees the contrast. “In Germany, influencer marketing is already a major pillar of brand strategy. In Luxembourg, it’s still evolving--but it’s coming.” Fiona states, “I started nearly five years ago, when few accounts focussed on restaurants in Luxembourg. Now, new pages seem to appear every day.”

And yet, the momentum is undeniable. Stéphanie sees signs of change everywhere. “More people use Instagram or Tiktok instead of Google to find recommendations,” she says. “Influencer content is becoming one of the main ways to advertise locally.”