In a context where social networks are increasingly influential in the lives of consumers, the impact of digital content creators increases proportionally. This year, more than 93% of Romanians spend at least one hour a day on social networks, and 21% of them stay on social media for more than 4 hours a day.
MOCAPP, the leader of Influencer Marketing (IM) in Romania, carried out a detailed study of the Romanian Influencer Marketing market in partnership with HypeAuditor, an American analysis company in the field. 587,484 business posts and 47,973 content creators from 27 niches were studied.
The results of the study show a significant increase in the market, about five times since the beginning of the pandemic!
Romanian influencers most often have a local audience, consisting exclusively of Romanian consumers, which makes them particularly effective for targeted marketing campaigns. This high end-consumer engagement translates into larger online promotion budgets for businesses.
Romania has seen a rapid adoption of digital in recent years, accelerating the growth of digital marketing channels, including Influencer Marketing.
Brands leverage the strong presence of influencers on platforms such as Instagram, Facebook, YouTube and TikTok to effectively reach their target audience.
Developments and trends
The MOCAPP study highlights significant developments and current trends in this dynamic industry, providing essential insights for brands and content creators. The digital advertising market in Romania is still developing compared to more mature markets in Western Europe. Influencer Marketing in our country is growing fast, but it started from a smaller base.
For the first time in Romania, we have an estimate of the number of content creators involved in advertising campaigns: in June 2024 there were approximately 48,000 active Romanian influencers, each with at least one paid campaign per month. Most Influencer campaigns are on Instagram (where Reels have an average organic reach of 85% and Carousels generate 36% of comments), but TikTok is trailing strongly, mainly due to the high engagement we see there.
In terms of brands, the most important industries investing in Influencer Marketing are Fashion & Retail / FMCG, Beauty & Make-up, Finance & Banking, and Gadgets & Smartphones.
Influencer advertising: a profitable strategy
Partnerships with online content creators, influencers and stars are profitable in Romania, given the large number of companies investing in IM (5,400+ in 2023) and the positive evolution of agency budgets. This cost efficiency is leading to an ever-increasing share of the digital marketing budget being allocated to influencer campaigns.
The results of the study show that the total estimated IM budgets will exceed €100 million in the year 2024, a huge increase compared to the year 2020, when the total market was estimated at €18-€23 million per year.
At the level of the European Union, the share of IM budgets is 4%-7% of the total budget of the Digital Marketing market, while in Romania it is somewhere between 22% and 30%. The difference comes from the cultural specificity and the novelty of this approach in the context of advertising.
“In 2012, when we launched the first campaigns with artists on Facebook, we dreamed of a Romanian market of millions of euros. In 2024, we crossed the 100 million, single digit mark unimaginableoh then! Market demand crecontinuously, bringing to the fore thousands of nano and micro influencers who become ideal partners for local brands andin internalÞIona”, say Florin GrozeaCEO MOCAPP.
Conclusions and future perspectives
The number of commercial Social Media posts on Influencer channels has increased significantly, from around 18,000 in 2020 to around 320,000 in 2024.
Among all categories, Nano-Influencers (creators between 1,000 and 10,000 followers) have 2.5x to 5x higher engagement compared to larger influencers (>500,000 followers).
“Influencer Marketing Industry in Romehe continulet’s go developed year after year, with potentialdoubling time in 2024. With such figures etci o piaȘe in whatannual two-digits report, the future of the IM industry it is promisedprovider, offering numerous opportunities for both brands and content creators” say Nick BaklanovMarketing Intelligence Analyst @ HypeAuditor.
Importance of the study to industry
The study carried out by MOCAPP is intended to be an essential tool for all actors in the industry:
- For brands, this study provides a deep understanding of market trends. This allows them to allocate budgets more efficiently and select the right influencers for their campaigns.
- The influencers they can use this data to optimize their content strategy and attract more profitable collaborations.
- Influencer managers etci agenthe PR they will find valuable information in the study that will allow them to negotiate more favorable contracts and build long-lasting relationships with brands.
- Specialsyou know marketing they can take advantage of the insights provided to create innovative and effective campaigns adapted to local and niche specifics.
Overall, this study contributes to increased transparency in the market and the evolution of the industry, benefiting all participants.
MOCAPP is the largest Influencer Marketing platform in Romania, our team has implemented over 3,000 successful campaigns in the last five years for 150+ clients from 6 countries.
Source: www.iqads.ro
