Type of key opinion leaders (KOLs) marketing decision makers work with in influencer marketing in selected countries in Western Europe as of October 2025
Characteristic
Always or mainly existing KOLs
Mixture of new and existing
Always or mainly new KOLs
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among decision-makers from brands and agencies using influencer marketing
Method of interview
Online survey
Supplementary notes
* The source surveyed 39 marketers in the Benelux region (Belgium, the Netherlands, and Luxembourg); 131 in France; 104 in Germany; 96 in Italy; 39 in Nordic countries (Denmark, Finland, Norway, and Sweden); 113 in Spain; and 96 in the United Kingdom.
Multiple answers were possible.
Citation formats
KOL types marketers work with in influencer marketing in Western Europe 2025
According to a 2025 survey, **Â percent of responding marketing decision makers in Europe reported always or mainly working with existing key opinion leaders (KOLs) for influencer marketing. In comparison, **Â percent stated they would always or mainly work with new KOLs.
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Kolsquare. (November 20, 2025). Type of key opinion leaders (KOLs) marketing decision makers work with in influencer marketing in selected countries in Western Europe as of October 2025 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 28, 2026, from /statistics/1557323/kol-types-decision-maker-cooperations-influencer-marketing-europe/
Kolsquare. "Type of key opinion leaders (KOLs) marketing decision makers work with in influencer marketing in selected countries in Western Europe as of October 2025." Chart. November 20, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 28, 2026. /statistics/1557323/kol-types-decision-maker-cooperations-influencer-marketing-europe/
Kolsquare. (2025). Type of key opinion leaders (KOLs) marketing decision makers work with in influencer marketing in selected countries in Western Europe as of October 2025. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 28, 2026. /statistics/1557323/kol-types-decision-maker-cooperations-influencer-marketing-europe/
Kolsquare. "Type of Key Opinion Leaders (Kols) Marketing Decision Makers Work with in Influencer Marketing in Selected Countries in Western Europe as of October 2025." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 20 Nov 2025, /statistics/1557323/kol-types-decision-maker-cooperations-influencer-marketing-europe/
Kolsquare, Type of key opinion leaders (KOLs) marketing decision makers work with in influencer marketing in selected countries in Western Europe as of October 2025 ÌÇÐÄÆƽâ°æ, /statistics/1557323/kol-types-decision-maker-cooperations-influencer-marketing-europe/ (last visited July 28, 2026)
Type of key opinion leaders (KOLs) marketing decision makers work with in influencer marketing in selected countries in Western Europe as of October 2025 [Graph], Kolsquare, November 20, 2025. [Online]. Available: /statistics/1557323/kol-types-decision-maker-cooperations-influencer-marketing-europe/
