Key regions: Australia, Germany, France, Europe, United States
The Influencer Advertising market in BRICS is experiencing significant growth and development.
Customer preferences: Influencer advertising has become increasingly popular among consumers in BRICS countries. Customers are drawn to the authentic and relatable content that influencers provide, which helps to build trust and credibility for brands. Additionally, customers appreciate the personalized recommendations and product reviews that influencers offer, as it helps them make more informed purchasing decisions.
Trends in the market: One of the key trends in the Influencer Advertising market in BRICS is the rise of micro-influencers. These are individuals with smaller social media followings, but who have a highly engaged and loyal audience. Brands are recognizing the value of working with micro-influencers as they can deliver targeted and niche content to a specific demographic. This trend is particularly evident in Brazil and India, where the use of micro-influencers has gained significant traction. Another trend in the market is the increasing use of video content by influencers. Platforms like YouTube and TikTok have seen a surge in popularity, and influencers are leveraging these platforms to create engaging video content for their audience. Video content allows influencers to showcase products and services in a more dynamic and immersive way, which resonates well with customers in BRICS countries.
Local special circumstances: In Brazil, the Influencer Advertising market is heavily influenced by the country's vibrant and diverse culture. Brazilian consumers are known for their love of social media and are highly receptive to influencer content. Additionally, Brazil has a large population of micro-influencers who cater to niche audiences, making it an ideal market for influencer advertising. In Russia, the Influencer Advertising market is shaped by the country's unique social media landscape. VKontakte, a popular social networking site in Russia, has a strong influencer community that brands can tap into. Russian consumers also have a preference for local influencers who can provide content in their native language and understand their specific cultural nuances.
Underlying macroeconomic factors: The growing middle class in BRICS countries is a key driver of the Influencer Advertising market. As disposable incomes rise, consumers have more purchasing power and are willing to spend on products and services recommended by influencers. Additionally, the increasing internet penetration and smartphone adoption in BRICS countries have made it easier for consumers to access social media platforms and engage with influencer content. Furthermore, the COVID-19 pandemic has accelerated the growth of the Influencer Advertising market in BRICS. With people spending more time at home and online, influencer content has become even more influential in shaping consumer behavior. Brands have recognized the opportunity to reach and connect with consumers through influencer advertising, leading to increased investment in this marketing channel. Overall, the Influencer Advertising market in BRICS is thriving due to customer preferences for authentic and relatable content, the rise of micro-influencers, the use of video content, local special circumstances, and underlying macroeconomic factors such as the growing middle class and the impact of the COVID-19 pandemic.
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.
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