The total estimated Influencer Marketing budgets will exceed €100 million in 2024, a considerable increase compared to 2020, when the total market was estimated at €18-€23 million per year, according to MOCAPP.
At the E.U. level Influencer Marketing budgets account for 4%- 7% of the total digital marketing budget, while in Romania, it is between 22% and 30%. The difference comes from cultural specifics and the novelty of this approach.
Commercial posts on influencers’ social media channels have increased significantly, from approximately 18,000 in 2020 to around 320,000 in 2024.
Among all categories, Nano-Influencers (creators with between 1,000 and 10,000 followers) have 2.5x to 5x higher engagement compared to larger influencers (>500,000 followers).
In June 2024, there were 48,000 active Romanian influencers, each having at least one paid campaign per month. Most influencer campaigns are on Instagram.