Market Insights Advertising & Media Advertising

Influencer Advertising - Romania

Romania

In 2024, ad spending in the Influencer Advertising market in Romania is forecasted to reach US$44.48m.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 8.40%, leading to a projected market volume of US$66.58m by 2029.
The average ad spending per internet user in the Influencer Advertising market is estimated to be US$2.55 in 2024.
When comparing globally, the highest ad spending is expected to originate from China, amounting to US$19,160.00m in 2024.
In Romania, Influencer Advertising is gaining momentum, with brands increasingly leveraging local influencers to reach target audiences authentically and effectively.

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

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Analyst Opinion

In recent years, the Influencer Advertising market in Romania has experienced significant growth and development.

Customer preferences: Romanian consumers are increasingly turning to social media platforms for information, entertainment, and inspiration. As a result, influencer marketing has become an effective way for brands to reach their target audience. Consumers in Romania are more likely to trust recommendations from influencers they follow on social media than traditional advertising methods. They appreciate the authenticity and personal connection that influencers provide, making them more receptive to brand messages delivered through this channel.

Trends in the market: One of the key trends in the Influencer Advertising market in Romania is the rise of micro-influencers. These are individuals who have a smaller but highly engaged following on social media. Brands are recognizing the value of working with micro-influencers as they often have a more niche and targeted audience. This allows brands to reach a specific segment of the market and generate higher levels of engagement and conversion. Another trend in the market is the diversification of influencer content. Influencers in Romania are expanding beyond traditional product endorsements and are now creating a wide range of content, including tutorials, reviews, and lifestyle content. This diversification allows brands to collaborate with influencers in a variety of ways, depending on their marketing objectives and target audience.

Local special circumstances: Romania has a rapidly growing social media landscape, with a high percentage of the population actively using platforms such as Facebook, Instagram, and YouTube. This high level of social media usage provides a fertile ground for influencer marketing to thrive. Additionally, the relatively low cost of influencer marketing compared to traditional advertising methods makes it an attractive option for brands, particularly those with limited marketing budgets.

Underlying macroeconomic factors: The growing middle class in Romania has contributed to the development of the Influencer Advertising market. As disposable incomes increase, consumers have more purchasing power and are more likely to engage with brands and products recommended by influencers. Additionally, the increasing availability of internet access and smartphones has made it easier for consumers to connect with influencers and consume influencer content. In conclusion, the Influencer Advertising market in Romania is experiencing significant growth and development due to customer preferences for authentic and personal connections with brands. The rise of micro-influencers and the diversification of influencer content are key trends in the market. The local special circumstances, such as the high social media usage and relatively low cost of influencer marketing, contribute to the market's growth. Finally, the underlying macroeconomic factors, including the growing middle class and increased internet access, support the development of the Influencer Advertising market in Romania.

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.