Influencer Advertising - Benelux | Statista Market Forecast

Ad spending in the Influencer Advertising market in Benelux is forecasted to reach US$307.60m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 7.48%, leading to a projected market volume of US$474.20m by 2030.
The average ad spending per internet user in the Influencer Advertising market in Benelux is estimated to be US$11.50 in 2024.
When compared globally, the highest ad spending is predicted to be China (US$19.16bn in 2024).
In Benelux, Influencer Advertising is seeing a surge in demand as brands capitalize on the region's diverse and engaged social media landscape.

Definition:
Influencer Advertising refers to advertising that allows marketers to promote products or services by collaborating with influencers on social media. Influencer Advertising allows marketers to reach targeted audiences based on the influencer’s performance and their follower profiles; they also have the ability to measure the performance of campaigns. Influencer Advertising refers to all advertising fees paid directly to influencers (or to their person of trust or representative) for posting or streaming sponsored content (e.g., posts, videos, and/or stories) on social media to promote products or services to their followers. This sponsored content typically includes images, videos, live streams, and/or text.

Additional information:
Influencer Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

Advertising spending paid directly to influencers to post sponsored content

The values of giveaway products as well as services that influencers receive in exchange for reviews, mentions, or giveaways for their followers
Advertising spending allocated to paid social media campaigns to boost content
Affiliate commissions, i.e., the commissions that are paid to influencers when someone makes a purchase based on their content or links
Gross merchandise volume (GMV) of transactions from sponsored posts or live streams

The Influencer Advertising market in Benelux has experienced significant growth in recent years, driven by changing customer preferences and the rise of social media platforms. Customer preferences in Benelux have shifted towards more personalized and authentic forms of advertising. Traditional forms of advertising, such as television commercials and print ads, are often seen as intrusive and less effective in reaching consumers. As a result, many brands have turned to influencer advertising as a way to connect with their target audience in a more organic and relatable way. Influencers are individuals who have built a loyal following on social media platforms, and they often have expertise or influence in a specific niche. By partnering with influencers, brands can leverage their credibility and reach to promote their products or services. One of the key trends in the influencer advertising market in Benelux is the increasing use of micro-influencers. Micro-influencers are individuals with a smaller but highly engaged following. They are often seen as more authentic and relatable, which resonates with consumers in Benelux who value transparency and genuine connections. Brands are recognizing the value of working with micro-influencers to reach niche audiences and drive more targeted results. Another trend in the market is the growing importance of video content. Platforms like YouTube and Instagram Stories have become popular channels for influencers to engage with their audience. Video content allows influencers to showcase products or services in a more dynamic and engaging way, which can lead to higher levels of audience engagement and brand awareness. Brands in Benelux are increasingly incorporating video content into their influencer marketing strategies to capture the attention of their target audience. Local special circumstances in Benelux also play a role in the development of the influencer advertising market. The region has a high internet penetration rate and a tech-savvy population, making it an ideal environment for influencer marketing to thrive. Additionally, Benelux countries have a strong culture of creativity and innovation, which has led to the emergence of many successful influencers in various industries. Underlying macroeconomic factors, such as the growth of e-commerce and the increasing popularity of social media platforms, have also contributed to the development of the influencer advertising market in Benelux. The rise of online shopping has created new opportunities for brands to reach consumers through influencer marketing. Social media platforms have become an integral part of people's daily lives, providing a fertile ground for influencer marketing to flourish. In conclusion, the Influencer Advertising market in Benelux is experiencing growth due to changing customer preferences, the rise of micro-influencers, the importance of video content, local special circumstances, and underlying macroeconomic factors. Brands in Benelux are increasingly turning to influencer advertising as a way to connect with their target audience in a more authentic and engaging way.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on influencer advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising fees paid directly to influencers to post sponsored content.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from independent databases, influencer marketing platforms, and third-party reports to analyze and estimate global influencer advertising spending. We start by researching on the average cost per content post on each social media platform, the number of influencers available on advertising platforms (breakdown by tier: nano, micro, macro, and mega), and the average number of posts per year. Then we estimate the market size for each country individually. We use relevant key market indicators and data from country-specific industry associations, such as GDP, social media users, and digital consumer spending. Lastly, we benchmark key countries or regions (global, United States, China, etc.) with external sources.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Influencer marketing has become one of the most popular and effective forms of online marketing. With millions of internet users browsing social media platforms for entertainment, inspiration, and product recommendations daily, it is no surprise that marketers are harnessing the power of social media’s most recognizable faces for promotion. The global influencer marketing market value stood at 21.1 billion U.S. dollars as of 2023, having more than tripled since 2019. As influencer endorsement continues to mature as an industry, the size and value of influencer marketing platforms also continue to expand every year, making collaborations between brands and creators more profitable than ever.