Influencer Advertising - CIS | Statista Market Forecast

Ad spending in the Influencer Advertising market in CIS is forecasted to reach US$265.30m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 8.13%, leading to a projected market volume of US$424.10m by 2030.
The average ad spending per internet user in the Influencer Advertising market in CIS is estimated to be US$1.22 in 2024.
When compared globally, China is expected to generate the highest ad spending, reaching US$19.16bn in 2024.
In the CIS region, Influencer Advertising is rapidly gaining traction, with brands leveraging local social media personalities to reach niche audiences effectively.

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 CIS is experiencing significant growth and development, driven by changing customer preferences and the increasing popularity of social media platforms. Influencer Advertising has become a key marketing strategy for businesses across various industries, as it allows them to reach a wider audience and build brand awareness. Customer preferences in the CIS region have shifted towards digital platforms and social media, resulting in a growing demand for influencer marketing. Consumers are spending more time online and are increasingly influenced by the opinions and recommendations of influencers. This has created an opportunity for businesses to collaborate with influencers to promote their products or services and connect with their target audience in a more authentic and engaging way. One of the key trends in the Influencer Advertising market in CIS is the rise of micro-influencers. These are individuals with a smaller but highly engaged following on social media platforms. Micro-influencers are seen as more relatable and trustworthy by their audience, and their recommendations are often perceived as genuine. As a result, businesses are increasingly partnering with micro-influencers to promote their products or services, rather than solely relying on macro-influencers with larger followings. Another trend in the market is the diversification of influencer content. Influencers are no longer limited to promoting products through sponsored posts or endorsements. They are now creating a wide range of content, including video tutorials, product reviews, and behind-the-scenes footage. This allows businesses to showcase their products or services in a more creative and engaging way, capturing the attention of their target audience and driving brand awareness. Local special circumstances in the CIS region also contribute to the development of the Influencer Advertising market. The region has a large population of tech-savvy and digitally active consumers, who are highly engaged on social media platforms. This provides businesses with a vast audience to target through influencer marketing. Additionally, the relatively low cost of influencer marketing compared to traditional advertising methods makes it an attractive option for businesses with limited marketing budgets. Underlying macroeconomic factors, such as the growth of e-commerce and the increasing importance of online advertising, also play a role in the development of the Influencer Advertising market in CIS. As more businesses move their operations online, they are looking for effective ways to reach their target audience and drive sales. Influencer marketing offers a cost-effective and targeted solution, allowing businesses to reach their desired audience and generate sales through social media platforms. In conclusion, the Influencer Advertising market in CIS is experiencing significant growth and development due to changing customer preferences, the rise of micro-influencers, the diversification of influencer content, local special circumstances, and underlying macroeconomic factors. Businesses in the region are increasingly recognizing the value of influencer marketing in reaching their target audience and driving brand awareness, leading to a continued expansion of the market.

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.