Key regions: Australia, Germany, France, Europe, United States
The Influencer Advertising market in Eastern Europe is experiencing significant growth and development.
Customer preferences: In recent years, there has been a shift in customer preferences towards more personalized and authentic advertising. Consumers are becoming increasingly skeptical of traditional forms of advertising and are turning to influencers for recommendations and advice. Influencers have the ability to connect with their audience on a more personal level, which makes their recommendations more trustworthy and influential. As a result, brands are recognizing the value of influencer advertising and are investing more in this form of marketing.
Trends in the market: One of the key trends in the Influencer Advertising market in Eastern Europe is the rise of micro-influencers. These are individuals who have a smaller but highly engaged following on social media platforms. Micro-influencers are seen as more relatable and authentic, making them attractive to brands looking to target niche markets. Additionally, micro-influencers often have lower rates compared to macro-influencers, making them a cost-effective option for brands with limited budgets. Another trend in the market is the increasing use of video content. Video content has become incredibly popular on social media platforms, with platforms like YouTube and TikTok gaining millions of users in Eastern Europe. Brands are leveraging the power of video content by partnering with influencers to create engaging and entertaining videos that promote their products or services. This trend is driven by the fact that video content has higher engagement rates and is more likely to be shared by users, increasing brand visibility.
Local special circumstances: Eastern Europe has a unique cultural and social landscape that influences the development of the Influencer Advertising market. The region has a strong sense of community and trust, and consumers often rely on recommendations from friends and family when making purchasing decisions. Influencers, with their ability to build personal connections with their audience, have tapped into this cultural aspect and are able to provide recommendations that feel more genuine and trustworthy. This has contributed to the growth of the Influencer Advertising market in Eastern Europe.
Underlying macroeconomic factors: The growth of the Influencer Advertising market in Eastern Europe can also be attributed to the increasing internet penetration and smartphone usage in the region. As more people gain access to the internet and social media platforms, the potential reach of influencer advertising increases. Additionally, the rising disposable income in Eastern Europe has led to an increase in consumer spending, creating opportunities for brands to invest in influencer advertising to reach their target audience. In conclusion, the Influencer Advertising market in Eastern Europe is experiencing growth and development due to changing customer preferences, the rise of micro-influencers, the popularity of video content, local cultural factors, and underlying macroeconomic factors. As brands continue to recognize the value of influencer advertising, this market is expected to further expand in the coming years.
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.
Mon - Fri, 9am - 6pm (EST)
Mon - Fri, 9am - 5pm (SGT)
Mon - Fri, 10:00am - 6:00pm (JST)
Mon - Fri, 9:30am - 5pm (GMT)
Mon - Fri, 9am - 6pm (EST)
