Creator marketing expenditure growth in Europe 2017-2020

In 2020, creator marketing spending in Europe increased by 14 percent. Spending growth has visibly slowed since 2017, when marketers boosted their annual investments by over 72 percent.

Create to get paid? Leveraging the power of content

Creator marketing spending in Europe has more than quadrupled in the past few years, reaching an all-time high of 1.3 billion euros in 2020. This upward trend in spending aligns with the ever-expanding investments that European marketers are allocating towards influencer promotion. While the two are not mutually exclusive, partnering with a content creator can involve different audience engagement tactics, among other things. Creators can also be deeply involved in various stages of a brand’s content creation process while integrating unique and specialized skill sets.

Who are the most popular influencers and creators in Europe?

Whereas the distinctions between content creators and influencers tend to vary, some of Europe’s most sought-after social media stars have stayed the same. For example, Chiara Ferragni has remained the highest-paid Italian fashion influencer on Instagram for many years, while Swedish gaming content creator and YouTube sensation Felix Kjellberg (better known as PewDiePie) has attracted brand sponsorings for almost a decade now. Another star on Europe’s social media horizon is Khaby Lame. The Senegalese TikToker, based in Italy and known for his reaction videos, has rapidly amassed over 100 million followers, making him a prime candidate for brand deals.