A. Guttmann
Research Lead covering media
Influencer marketing in Europe - statistics & facts
Influencer marketing has become one of the most indispensable forms of online marketing worldwide. With millions of internet users browsing social media feeds for entertainment, inspiration, and product recommendations each day, it comes as no surprise that brands are increasingly leveraging the power of the web’s most recognizable faces for promotion. Partnering with content creators can improve brand awareness and exposure, unlock new or niche audiences, and ultimately drive conversions, which explains why the influencer marketing market size has more than doubled since 2019, now standing at almost 14 billion U.S. dollars. In Europe, home to some of the world’s largest digital ad markets, businesses are also carving out larger slices of their marketing budgets for influencer collaborations than ever.
