Market Insights Advertising & Media Advertising

Influencer Advertising - Morocco

Morocco

Ad spending in the Influencer Advertising market in Morocco is forecasted to reach US$13.73m in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2029) of 8.52%, leading to a projected market volume of US$20.66m by 2029.
The average ad spending per internet user in the Influencer Advertising market in Morocco is estimated to be US$0.39 in 2024.
When compared globally, China is anticipated to generate the most ad spending (US$19,160.00m in 2024).
In Morocco, Influencer Advertising is rapidly growing, with brands leveraging local influencers to reach diverse audiences authentically and effectively.

Key regions: Australia, Germany, France, Europe, United States

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Analyst Opinion

The Influencer Advertising market in Morocco has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: In Morocco, customers are increasingly turning to social media platforms for information, entertainment, and inspiration. This has led to a surge in the popularity of influencers who have amassed large followings and have the ability to influence consumer behavior. Customers are drawn to influencers who align with their interests and values, and who provide authentic and relatable content. As a result, brands are recognizing the power of influencer advertising in reaching their target audience and are allocating larger portions of their marketing budgets towards this form of advertising.

Trends in the market: One of the key trends in the Influencer Advertising market in Morocco is the rise of micro-influencers. These are individuals who have smaller but highly engaged followings within specific niche markets. Brands are increasingly collaborating with micro-influencers to reach highly targeted audiences and to create more authentic and personalized content. This trend is driven by the desire for more genuine connections between influencers and their followers, as well as the need for cost-effective advertising solutions for smaller brands. Another trend in the market is the diversification of platforms used for influencer advertising. While Instagram remains the dominant platform for influencer marketing in Morocco, other platforms such as YouTube, TikTok, and Facebook are gaining popularity. This diversification allows brands to reach different demographics and engage with a wider audience.

Local special circumstances: Morocco has a young and tech-savvy population, with a high percentage of internet users and active social media users. This provides a fertile ground for influencer advertising, as the target audience is already present and engaged on social media platforms. Additionally, Morocco has a vibrant fashion, beauty, and lifestyle scene, which further fuels the demand for influencer content in these industries.

Underlying macroeconomic factors: Morocco has been experiencing steady economic growth, with a growing middle class and increasing disposable income. This has led to an expansion of the consumer market and an increase in consumer spending. As a result, brands are investing more in influencer advertising to tap into this growing market and to capture the attention of consumers who are willing to spend on products and services. In conclusion, the Influencer Advertising market in Morocco is developing at a rapid pace due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Brands are recognizing the power of influencer advertising in reaching their target audience and are leveraging the popularity of social media platforms to connect with consumers in a more authentic and engaging way. With the continued growth of the digital landscape and the increasing importance of influencer marketing, the market is expected to continue to expand in the coming years.

Methodology

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.