Influencer Advertising - Romania | Statista Market Forecast

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 2024-2030) of 8.03%, leading to a projected market volume of US$70.68m by 2030.
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$19.16bn in 2024.
In Romania, Influencer Advertising is gaining momentum, with brands increasingly leveraging local influencers to reach target audiences authentically and 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

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.

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.