Influencer Advertising - Malta | Statista Market Forecast

In 2024, the projected ad spending in the Influencer Advertising market in Malta is set to reach US$2.56m.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 7.49%, leading to a forecasted market volume of US$3.94m by 2030.
The projected average ad spending per internet user in the Influencer Advertising market in Malta is US$5.30 in 2024.
When compared globally, China is anticipated to generate the highest ad spending in 2024, amounting to US$19.16bn.
Malta's Influencer Advertising market is rapidly growing, with local influencers becoming key players in brand collaborations and digital marketing strategies.

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 Malta has been experiencing significant growth in recent years. Customer preferences have shifted towards digital platforms and social media, leading to an increased demand for influencer marketing. This trend is further driven by the rise of social media influencers and their ability to reach a large and engaged audience.

Customer preferences: In Malta, as well as in many other countries, customers are increasingly turning to digital platforms for information, entertainment, and shopping. Social media has become an integral part of people's lives, with platforms like Facebook, Instagram, and YouTube being the most popular. As a result, traditional forms of advertising are becoming less effective, and businesses are looking for new ways to reach their target audience. Influencer advertising offers a unique opportunity to connect with consumers in a more authentic and engaging way.

Trends in the market: The Influencer Advertising market in Malta has been growing rapidly in response to the changing customer preferences. Influencers, who are individuals with a large following on social media, have become trusted sources of information and recommendations. They are seen as more relatable and authentic compared to traditional celebrities or advertisements. This has led to an increased demand for influencer partnerships and collaborations. In addition, businesses are recognizing the benefits of influencer marketing in reaching niche markets. Micro-influencers, who have a smaller but highly engaged audience, are particularly sought after by brands looking to target specific demographics. This trend is expected to continue as businesses realize the value of reaching a highly targeted and engaged audience.

Local special circumstances: Malta, being a small island nation, has a unique market with a tight-knit community. Word-of-mouth recommendations and personal connections play a significant role in consumer decision-making. Influencer marketing aligns well with this cultural aspect, as influencers are seen as trusted individuals within their communities. Their recommendations and endorsements carry weight and can influence purchasing decisions.

Underlying macroeconomic factors: The growth of the Influencer Advertising market in Malta is also influenced by broader macroeconomic factors. The country has a strong tourism industry, attracting visitors from around the world. Influencer marketing provides an opportunity for businesses in the tourism sector to showcase their offerings to a global audience. Additionally, the rise of e-commerce has created new opportunities for businesses to reach customers beyond the traditional brick-and-mortar stores. Influencer marketing can help bridge the gap between online and offline channels, driving sales and brand awareness. In conclusion, the Influencer Advertising market in Malta is experiencing growth due to changing customer preferences, the rise of social media influencers, and the unique cultural and macroeconomic factors of the country. Businesses are recognizing the value of influencer marketing in reaching their target audience and are investing in partnerships and collaborations with influencers. As the digital landscape continues to evolve, influencer advertising is expected to play an even larger role in the marketing strategies of businesses in Malta.

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.