Influencer Advertising - Eastern Europe

Ad spending in the Influencer Advertising market in Eastern Europe is forecasted to reach US$287.60m in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 8.13%, leading to a projected market volume of US$459.80m by 2030.
The average ad spending per internet user in the Influencer Advertising market is projected to be US$1.33 in 2024.
When compared globally, China is anticipated to generate the highest ad spending, amounting to US$19.16bn in 2024.
Influencer Advertising in Eastern Europe is rapidly growing, with brands in Poland leveraging local influencers to reach a wider audience 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 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.

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.