The Influencer Marketing Market in Romania
Over 100 million EURO in influencer campaigns in 2024, a 300% increase in three years!
As social networks become increasingly influential in consumers’ lives, the impact of digital content creators is growing proportionally. This year, over 93% of Romanians spend at least an hour on social media, and 21% spend more than 4 hours daily on these platforms.
MOCAPP, the leader in Influencer Marketing (IM) in Romania, conducted a detailed study of the Romanian Influencer Marketing market in partnership with HypeAuditor, an American analytics company. The study analysed 587,484 commercial posts and 47,973 content creators across 27 niches.
The study results show a significant market growth of approximately five times since the beginning of the pandemic!
Romanian influencers often have a local audience exclusively of Romanian consumers, making them particularly effective for targeted marketing campaigns. This elevated level of consumer engagement translates into larger online promotion budgets by companies.
Romania has seen a rapid adoption of digital technologies in recent years, accelerating the growth of digital marketing channels, including Influencer Marketing.
Brands are leveraging the strong presence of influencers on platforms such as Instagram, Facebook, YouTube, and TikTok to reach their target audiences effectively.
Developments and Trends
The MOCAPP study highlights significant developments and current trends in this dynamic industry, offering 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 rapidly but 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 48,000 active Romanian influencers, each having 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). Still, TikTok is catching up, mainly due to the high engagement seen there.
Regarding brands, the most important industries investing in Influencer Marketing are Fashion & Retail / FMCG, Beauty & Make-up, Finance & Banking, and Gadgets & Smartphones.
Influencer Advertising: A Cost-Effective Strategy
Partnerships with online content creators, influencers, and celebrities are profitable in Romania, given the substantial number of companies investing in IM (5,400+ in 2023) and the positive evolution of budgets from agencies. This cost efficiency increases the digital marketing budget allocation towards influencer campaigns.
The study results show that the total estimated IM 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.
At the E.U. level IM 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 in advertising.
“In 2012, when we launched the first campaigns with artists on Facebook, we dreamed of a Romanian market worth millions of euros. In 2024, we surpassed the €100 million mark, an unimaginable figure back then! Market demand continues to grow, bringing thousands of nano and micro-influencers to the forefront, becoming ideal partners for local and international brands,” says Florin Grozea, CEO of MOCAPP.
Conclusions and Future Prospects
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).
“The Romanian Influencer Marketing industry continues to evolve every year, with the potential to double in 2024. With such figures and an annually growing market, the future of the IM industry is promising, offering numerous opportunities for both brands and content creators,” says Alex Frolov, CEO and Co-Founder HypeAuditor.
Importance of the Study for the Industry
The study conducted by MOCAPP proves to be an essential tool for all industry players:
– This study provides brands with a deep understanding of market trends. This allows them to allocate budgets more efficiently and select suitable influencers.
– Influencers can use this data to optimise their content strategy and attract more advantageous collaborations.
– Influencer managers and PR agencies will find valuable information in the study that will allow them to negotiate more favourable contracts and build long-term relationships with brands.
– Marketing specialists can use the insights offered to create innovative and effective campaigns tailored to the local specifics and niche.
Overall, this study contributes to increasing market transparency and industry evolution, benefiting all participants.
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About MOCAPP
MOCAPP is the largest Influencer Marketing platform in Romania. Our team has implemented over 3,000 successful campaigns for 150+ clients from six countries in the last five years. Test for free our platform here: https://mocapp.net/register
To receive the full study, please get in touch with us at contact@mocapp.net
