{"id":9113,"date":"2026-09-10T17:26:10","date_gmt":"2026-09-10T15:26:10","guid":{"rendered":"https:\/\/mocapp.net\/blog\/?p=9113"},"modified":"2026-09-10T17:59:02","modified_gmt":"2026-09-10T15:59:02","slug":"webinarul-mocapp-hypeauditor-2026","status":"publish","type":"post","link":"https:\/\/mocapp.net\/blog\/webinarul-mocapp-hypeauditor-2026\/?lang=ro","title":{"rendered":"Webinar: Studiul Influencer Marketing Rom\u00e2nia 2026"},"content":{"rendered":"<h2>Webinarul MOCAPP &amp; HypeAuditor &#8211; Lansarea Studiului Influencer Marketing pentru anul 2026.<\/h2>\n<p><span style=\"font-weight: 400;\">Pe 10 septembrie 2026 am lansat, \u00een direct, edi\u021bia a treia a <strong>Studiului Pie\u021bei de Influencer Marketing din Rom\u00e2nia<\/strong>, realizat \u00eempreun\u0103 cu <a href=\"https:\/\/hypeauditor.com\/\" target=\"_blank\" rel=\"noopener\">HypeAuditor<\/a>. A fost al nou\u0103lea webinar MOCAPP \u0219i cel mai dens de p\u00e2n\u0103 acum: aproape o or\u0103 \u00een care am trecut de la cifrele globale ale industriei la ce \u00eenseamn\u0103 ele, concret, pentru un brand care \u00ee\u0219i face bugetul pe 2027.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Articolul de fa\u021b\u0103 p\u0103streaz\u0103 \u00eenregistrarea video \u0219i rezum\u0103 discu\u021bia. Datele complete, capitol cu capitol, sunt \u00een raportul PDF, pe care \u00eel po\u021bi <\/span><a href=\"https:\/\/mocapp.net\/studiu-influencer-marketing-romania-2026\/\"><span style=\"font-weight: 400;\">desc\u0103rca gratuit de pe pagina studiului<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Webinarul MOCAPP &amp; HypeAuditor<\/span><\/h2>\n<p>&nbsp;<\/p>\n<div style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" title=\"Studiul Pietei Influencer Marketing din Rom\u00e2nia - MOCAPP &amp; HypeAuditor 10.09.2026\" src=\"https:\/\/player.vimeo.com\/video\/1225631698?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\"><\/iframe><\/div>\n<p><script src=\"https:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/p>\n<p><i><span style=\"font-weight: 400;\">\u00cenregistrare integral\u0103, 53 de minute. Webinar MOCAPP, 10 septembrie 2026.<\/span><\/i><\/p>\n<h3>Pe scurt: 6 concluzii din Studiul 2026<\/h3>\n<p>* Pia\u021ba: \u20ac121M, +8% cre\u0219tere fa\u021b\u0103 de anul trecut<br \/>\n* 76% din branded content: creatori sub 50k followers<br \/>\n* Creatorii au 3x engagement-ul conturilor de brand pe Instagram<br \/>\n* TikTok 10k-50k: 9,5% engagement<br \/>\n* Carousel: 1,5% ER, peste Reels la 1,2%<br \/>\n* EMV estimat pe Instagram: 6x creator fees<\/p>\n<h2><span style=\"font-weight: 400;\">Despre webinarul MOCAPP &amp; HypeAuditor<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Acest articol salveaz\u0103 discu\u021bia \u00eentreag\u0103 din acest webinar, pentru c\u0103 aceasta are valoare mult dup\u0103 ziua evenimentului de pe LinkedIn: \u00een ea se explic\u0103 de unde vin cifrele, ce \u00eenseamn\u0103 \u0219i unde sunt limitele lor.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Speakeri Webinar<\/span><\/h3>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/nickbaklanov\/\" target=\"_blank\" rel=\"noopener\"><b>Nick Baklanov<\/b><\/a><span style=\"font-weight: 400;\"> \u2014 Creator Economy Researcher &amp; Influencer Marketing Analyst la HypeAuditor. A prezentat contextul global \u0219i a comparat Rom\u00e2nia cu restul Europei.<\/span><\/p>\n<p><a href=\"https:\/\/floringrozea.com\"><b>Florin Grozea<\/b><\/a><span style=\"font-weight: 400;\"> \u2014 Founder &amp; CEO MOCAPP. A deschis discu\u021bia cu istoricul studiului \u0219i a comentat cifrele majore.<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/delia-bodea\/\" target=\"_blank\" rel=\"noopener\"><b>Delia Bodea<\/b><\/a><span style=\"font-weight: 400;\"> \u2014 New Business MOCAPP. A vorbit despre ce \u00eentreab\u0103, de fapt, clien\u021bii noi c\u00e2nd v\u0103d aceste date.<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/laura-col%C8%9Bi%C8%99-ab335517b\/\" target=\"_blank\" rel=\"noopener\"><b>Laura Col\u021bi\u0219<\/b><\/a><span style=\"font-weight: 400;\"> \u2014 Business Development MOCAPP. A adus perspectiva din campaniile rulate \u00een ultimele luni.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Desf\u0103\u0219ur\u0103torul discu\u021biei:<\/span><\/h3>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">De ce facem acest studiu \u0219i cum a \u00eenceput parteneriatul cu HypeAuditor<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Executive summary: cele mai importante cifre ale edi\u021biei 2026<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Nick Baklanov: pia\u021ba global\u0103 \u0219i ce este diferit \u00een Rom\u00e2nia<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Discu\u021bie pe capitolele studiului: bugete, platforme, engagement, categorii, Pharma<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cum arat\u0103 execu\u021bia la scar\u0103: BrandBoost \u0219i un caz din august 2026<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00centreb\u0103ri \u0219i r\u0103spunsuri din audien\u021b\u0103<\/span><\/li>\n<\/ol>\n<h3><span style=\"font-weight: 400;\">De ce public\u0103m studiul gratuit \u00een fiecare an<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Industria rom\u00e2neasc\u0103 de Influencer Marketing are nevoie de statistici \u0219i de date ca s\u0103 se poat\u0103 construi pe informa\u021bii corecte \u0219i actualizate. Datele exist\u0103: la clien\u021bi, la agen\u021bii, la managerii de talente, la influenceri, la platforme&#8230; dar stau \u00een silozuri, izolate, nefolosite.<\/span><\/p>\n<p><strong>Informa\u021bia \u00eenseamn\u0103 putere, iar evolu\u021bia vine doar din colaborare \u0219i din efort comun al industriei. De aceea studiul e gratuit \u0219i r\u0103m\u00e2ne gratuit.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Parteneriatul cu HypeAuditor, liderul mondial \u00een auditarea conturilor de social media, a \u00eenceput \u00een 2020, cu un prim sondaj comun despre calitatea audien\u021belor influencerilor rom\u00e2ni. \u00cen 2024 a devenit raport anual \u00een formatul de azi. Edi\u021bia 2026 e a treia.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9122 size-large\" src=\"https:\/\/mocapp.net\/blog\/wp-content\/uploads\/2026\/09\/Study-2026-MOCAPP-HypeAuditor-Total-Market-1024x576.png\" alt=\"Istoricul bugetelor totale din pia\u021ba Influencer Marketing din Rom\u00e2nia \u00een ultimii 3 ani\" width=\"1024\" height=\"576\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">C\u00e2t valoreaz\u0103 pia\u021ba \u0219i de ce a \u00eencetinit cre\u0219terea la 8%<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">Contextul global: o industrie care s-a triplat \u00een cinci ani<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Nick Baklanov a deschis cu ordinul de m\u0103rime. \u00cen func\u021bie de surs\u0103 \u0219i de metodologie, industria global\u0103 de influencer marketing e estimat\u0103 \u00een 2026 \u00eentre 34,1 \u0219i 47,8 miliarde de dolari. Traiectoria e mai relevant\u0103 dec\u00e2t cifra exact\u0103: \u00eentre 2020 \u0219i 2025, pia\u021ba a crescut de peste trei ori, de la aproximativ 9,7 la circa 32,5 miliarde de dolari.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Adop\u021bia a devenit, practic, universal\u0103 \u00een segmentul corporate. \u00cen Statele Unite, la companiile cu peste 100 de angaja\u021bi, 91% dintre marketeri ruleaz\u0103 campanii cu influenceri \u00een 2026 (<a href=\"https:\/\/www.emarketer.com\/content\/creator-economy-2026\">eMarketer, Q1 2026<\/a>). La nivel global, 78% dintre brandurile cu venituri de peste 50 de milioane de dolari au integrat parteneriatele cu creatori ca strategie de baz\u0103, nu ca experiment (Nielsen Global Marketing Report).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">C\u00e2t din bugetul de marketing merge \u00eentr-acolo? Media practicii este 10\u201320%, dar segmentul care aloc\u0103 40% sau mai mult din buget influencer marketingului a ajuns la 34% dintre branduri \u00een 2026. Este cifra care arat\u0103 cel mai clar unde se duce industria.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Rom\u00e2nia: de la 20 la 121 de milioane de euro \u00een \u0219ase ani<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Pia\u021ba local\u0103 era de 20 de milioane de euro \u00een 2020. \u00cen 2025 ajunsese la 112 milioane. \u00cen 2026 estim\u0103m 121 de milioane de euro \u2014 o cre\u0219tere de aproape \u0219ase ori \u00een \u0219ase ani.<\/span><\/p>\n<p>&nbsp;<\/p>\n<table>\n<thead>\n<tr>\n<th><b>An<\/b><\/th>\n<th><b>Valoare pia\u021b\u0103<\/b><\/th>\n<th><b>Cre\u0219tere<\/b><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><span style=\"font-weight: 400;\">2020<\/span><\/td>\n<td><span style=\"font-weight: 400;\">20M \u20ac<\/span><\/td>\n<td><span style=\"font-weight: 400;\">\u2014<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">2024<\/span><\/td>\n<td><span style=\"font-weight: 400;\">100M \u20ac<\/span><\/td>\n<td><span style=\"font-weight: 400;\">+15%<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">2025<\/span><\/td>\n<td><span style=\"font-weight: 400;\">112M \u20ac<\/span><\/td>\n<td><span style=\"font-weight: 400;\">+12%<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">2026<\/span><\/td>\n<td><span style=\"font-weight: 400;\">121M \u20ac<\/span><\/td>\n<td><span style=\"font-weight: 400;\">+8%<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">La fel de important ca suma: nu mai vorbim despre c\u00e2teva branduri mari care comunic\u0103 prin creatori. Peste 10.000 de companii au investit \u00een influencer marketing \u00een Rom\u00e2nia anul trecut.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Cele cinci motive din spatele \u00eencetinirii<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Cre\u0219terea de 8% e mai mic\u0103 dec\u00e2t cea de anul trecut, iar \u00een webinar am explicat de ce \u2014 pentru c\u0103 nu e o singur\u0103 cauz\u0103:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Baza de pornire e mare.<\/b><span style=\"font-weight: 400;\"> Procentele mari se ob\u021bin u\u0219or pe o pia\u021b\u0103 mic\u0103. La 112 milioane de euro, fiecare procent de cre\u0219tere \u00eenseamn\u0103 peste un milion de euro ad\u0103uga\u021bi \u00eentr-un an.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Macro-ul sufl\u0103 din fa\u021b\u0103.<\/b><span style=\"font-weight: 400;\"> Estim\u0103rile pentru PIB-ul Rom\u00e2niei \u00een 2026 au cobor\u00e2t la 0,7% (FMI) \u0219i 0,1% (Comisia European\u0103), cu o infla\u021bie de 7\u20137,8%.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Banii migreaz\u0103 spre ce se poate m\u0103sura.<\/b><span style=\"font-weight: 400;\"> Aproximativ 33,2% dintre post\u0103rile sponsorizate includ deja un cod promo\u021bional sau un discount.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>\u00centreaga publicitate digital\u0103 cre\u0219te modest<\/b><span style=\"font-weight: 400;\"> \u2014 circa +2% estimat pentru 2026 (<a href=\"https:\/\/mediafactbook.ro\/\">Media Fact Book 2026<\/a>).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Multiplicatorul se comprim\u0103.<\/b><span style=\"font-weight: 400;\"> Raportul dintre media value ob\u021binut \u0219i banii cheltui\u021bi a sc\u0103zut de la 6,9x la 6,0x.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Chiar \u0219i a\u0219a, contextul r\u0103m\u00e2ne \u00een favoarea canalului: o industrie care cre\u0219te cu 8% \u00eentr-un an cu o economie sub 1% cre\u0219te de peste zece ori mai repede dec\u00e2t economia din jurul ei.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">\u201eDe ce sub 50.000 de urm\u0103ritori?&#8221; \u2014 \u00eentrebarea care a dominat discu\u021bia<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">76% din con\u021binutul de brand vine de la nano \u0219i micro-creatori<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Este cifra pe care am comentat-o cel mai mult \u00een direct. Pe Instagram, aproape 76% din con\u021binutul sponsorizat din Rom\u00e2nia vine de la creatori cu mai pu\u021bin de 50.000 de urm\u0103ritori \u2014 47,3% din segmentul 10.000\u201350.000 \u0219i 28,8% din segmentul 1.000\u201310.000. Anul trecut, aceea\u0219i cifr\u0103 era 72,5%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Laura Col\u021bi\u0219 a rezumat concluzia opera\u021bional\u0103: <\/span><i><span style=\"font-weight: 400;\">\u201eScara pe aceast\u0103 pia\u021b\u0103 se construie\u0219te prin reunirea multor voci mici \u0219i credibile, mai degrab\u0103 dec\u00e2t prin recrutarea unui singur nume mare. Aici se situeaz\u0103, de fapt, performan\u021ba.&#8221;<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Distribu\u021bia bazinului de creatori explic\u0103 de ce: din cele 62.960 de conturi de Instagram active analizate, aproximativ 95% sunt sub 50.000 de urm\u0103ritori. Pe TikTok, unde am analizat 261.800 de conturi, ponderea trece de 97%.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Creatorii bat conturile de brand de trei ori<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Engagement rate-ul mediu pe Instagram a continuat s\u0103 scad\u0103: de la 3,18% \u00een 2020 la 2,15% anul trecut \u0219i 1,71% \u00een 2026. Dar cifra care conteaz\u0103 pentru un brand nu e valoarea absolut\u0103, ci compara\u021bia: 1,71% la conturile de creatori fa\u021b\u0103 de 0,57% la conturile de brand. Un raport de 3 la 1, valabil pe fiecare segment de m\u0103rime \u00een parte.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Un detaliu care s-a discutat \u00een direct: conturile de brand au r\u0103mas plate la 0,57%, \u00een timp ce creatorii au sc\u0103zut. Diferen\u021ba se \u00eengusteaz\u0103 (anul trecut raportul era aproape 3,8 la 1) dar r\u0103m\u00e2ne substan\u021bial\u0103.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Pe TikTok, segmentul 10K\u201350K livreaz\u0103 cel mai bun engagement<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Pe TikTok, unde engagement rate-ul se calculeaz\u0103 pe vizualiz\u0103ri \u0219i nu se compar\u0103 direct cu Instagram, media este 8,4%. V\u00e2rful nu e la conturile mici, ci la segmentul 10.000\u201350.000 de urm\u0103ritori: 9,5%. De acolo \u00een sus, curba coboar\u0103 constant, p\u00e2n\u0103 la 5,5% la conturile de peste un milion.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Este exact segmentul pe care unele branduri \u00eel ignor\u0103 cel mai des pentru c\u0103 e greu de operat: sunt mul\u021bi creatori, fiecare cu volum mic.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9120 size-large\" src=\"https:\/\/mocapp.net\/blog\/wp-content\/uploads\/2026\/09\/Study-2026-MOCAPP-HypeAuditor-IM-Split-estimation-1024x576.png\" alt=\"Cele mai importante 3 re\u021bele sociale, \u00een func\u021bie de bugetele de Influencer Marketing \u00een Rom\u00e2nia \u00een 2026\" width=\"1024\" height=\"576\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">Ce fac brandurile cu banii: formate, mecanici, media value<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">Reels au volumul, Carousel are engagement-ul<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Structura con\u021binutului sponsorizat pe Instagram arat\u0103 a\u0219a: Reels 59% din post\u0103ri, Carousel 29%, foto 12%. Dar ierarhia se inverseaz\u0103 la performan\u021b\u0103 \u2014 Carousel conduce cu 1,5% engagement rate, urmat de Reels cu 1,2% \u0219i foto cu 1,0%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Este decalajul dintre unde se duce bugetul de produc\u021bie \u0219i unde se duce rezultatul. Implica\u021bia practic\u0103, discutat\u0103 \u00een direct: dac\u0103 tot efortul de produc\u021bie merge \u00een video, brandul las\u0103 pe mas\u0103 formatul care genereaz\u0103 cel mai bun engagement, la un cost de produc\u021bie mai mic.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">\u0218ase euro media value pentru fiecare euro investit<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Din cele peste 2,6 milioane de post\u0103ri de Instagram scanate, 273.179 au fost identificate ca sponsorizate sau probabil sponsorizate \u2014 10,5% din total. Valoarea estimat\u0103 a acestor post\u0103ri la pre\u021bul pie\u021bei: 37,3 milioane de euro. Earned media value generat: 223,8 milioane de euro. Aproximativ 6 euro pentru fiecare euro cheltuit. Not\u0103: Earned Media Value este valoarea media estimat\u0103 a expunerii generate, nu venit din v\u00e2nz\u0103ri, ROAS sau profit. Calculul folose\u0219te metodologia HypeAuditor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Delia a explicat de ce e cifra pe care o pune prima pe mas\u0103 \u00eentr-o discu\u021bie cu un client nou: prima conversa\u021bie nu e despre creativitate, e despre asumarea rezultatului.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">O treime din post\u0103ri au deja cod promo sau discount<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Mecanicile de activare cel mai des folosite pe Instagram, ca pondere din post\u0103rile pl\u0103tite: integrare de produs 50,1%, seeding\/gifting 25,6%, discounturi \u0219i oferte speciale 19,9%, coduri promo\u021bionale 13,3%. Restul \u2014 giveaway-uri, lans\u0103ri, campanii sezoniere, afiliere \u2014 sunt sub 4% fiecare.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mecanicile nu se exclud reciproc, o postare poate folosi mai multe. \u00censumate, discounturile \u0219i codurile promo acoper\u0103 circa o treime din post\u0103rile sponsorizate \u2014 semnul cel mai clar c\u0103 pia\u021ba se mut\u0103 spre ce se poate atribui direct \u00een v\u00e2nz\u0103ri.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pe categorii, beauty r\u0103m\u00e2ne dominant\u0103: 23,2% din post\u0103rile sponsorizate de Instagram \u0219i 31% pe TikTok, urmat\u0103 de fashion. Ca entitate, SHEIN conduce topul men\u021biunilor de brand pe ambele platforme \u2014 pe Instagram e urmat de MBBFW, Sephora Rom\u00e2nia \u0219i dm Rom\u00e2nia, iar pe TikTok de Sephora Rom\u00e2nia \u0219i YesStyle.<\/span><\/p>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9118 size-large\" src=\"https:\/\/mocapp.net\/blog\/wp-content\/uploads\/2026\/09\/Study-2026-MOCAPP-HypeAuditor-EMV-on-Instagram-1024x560.png\" alt=\"EMV al influencerilor rom\u00e2ni de pe Instagram\" width=\"1024\" height=\"560\" \/><\/h2>\n<h2><span style=\"font-weight: 400;\">Pharma: capitolul nou al edi\u021biei 2026<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">Ce s-a schimbat dup\u0103 decizia CNA 573\/2025<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Decizia 573\/2025 a Consiliului Na\u021bional al Audiovizualului a extins regulile de publicitate audiovizual\u0103 la social media, cu aplicare din 7 august 2025. Consecin\u021ba: o campanie farma cu influenceri st\u0103 acum sub acela\u0219i standard ca o reclam\u0103 TV sau radio.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Ce ne-au spus marketerii din industrie<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Am \u00eentrebat direct marketerii in-house din farma \u2014 medicamente, suplimente, dispozitive medicale, homeopatie. R\u0103spunsul dominant a fost: \u201enu ne-a afectat&#8221;. Motivul e c\u0103 respectau deja regulile ANMDMR \u0219i proceduri interne mai stricte dec\u00e2t cerea legea. Un singur brand, cu portofoliu Rx \u0219i OTC, s-a adaptat la interdic\u021bia de a folosi influenceri \u0219i profesioni\u0219ti din s\u0103n\u0103tate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cererea comun\u0103 a industriei nu a fost relaxarea regulilor, ci aplicarea lor la toat\u0103 lumea, \u00een mod egal.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Cele trei mecanici care aduc amenzi<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Din discu\u021biile cu industria au ie\u0219it trei tipare de risc, pe care le detaliem \u00een capitolul dedicat din studiu:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Expertiza \u00eemprumutat\u0103<\/b><span style=\"font-weight: 400;\"> \u2014 un medic sau farmacist care recomand\u0103 produsul, inclusiv la suplimente.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Faima \u00eemprumutat\u0103<\/b><span style=\"font-weight: 400;\"> \u2014 imaginea sau vocea unei celebrit\u0103\u021bi, inclusiv prin repostare.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Avertismentele lips\u0103 sau gre\u0219it plasate<\/b><span style=\"font-weight: 400;\"> \u2014 textul legal trebuie s\u0103 apar\u0103 verbatim, \u00een video \u0219i \u00een descriere, pe fiecare platform\u0103.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Concluzia capitolului: \u00een farma, conformitatea \u0219i performan\u021ba merg m\u00e2n\u0103 \u00een m\u00e2n\u0103. Restric\u021bia func\u021bioneaz\u0103 ca o constr\u00e2ngere creativ\u0103, nu ca un obstacol.<\/span><\/p>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9116 size-large\" src=\"https:\/\/mocapp.net\/blog\/wp-content\/uploads\/2026\/09\/Study-2026-MOCAPP-HypeAuditor-Advice-Florin-Mihaela-Delia-1024x576.png\" alt=\"Sfaturi de la Echipa MOCAPP - 2026 Brand Playbook\" width=\"1024\" height=\"576\" \/><\/h2>\n<h2><span style=\"font-weight: 400;\">De la cifre la execu\u021bie: cum arat\u0103 o campanie la scar\u0103<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ultima parte a webinarului a fost despre ce faci, practic, cu concluzia c\u0103 76% din con\u021binut vine de la creatori mici. Pentru c\u0103 problema nu e strategia, e operarea.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">BrandBoost: p\u00e2n\u0103 la 1.000 de creatori activa\u021bi simultan<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Delia a prezentat cele trei argumente ale solu\u021biei:<\/span><\/p>\n<p><b>Scalabilitate.<\/b><span style=\"font-weight: 400;\"> P\u00e2n\u0103 la 1.000 de creatori activa\u021bi simultan, cu pachete de 500 sau 200 \u00een func\u021bie de nevoile campaniei \u0219i ale brandului.<\/span><\/p>\n<p><b>Cost optimizat.<\/b><span style=\"font-weight: 400;\"> Cel mai bun pre\u021b per livrabil din pia\u021b\u0103 pentru post\u0103ri originale, video sau statice, produse de nano \u0219i micro-creatori pe Instagram, TikTok, Facebook \u0219i YouTube \u2014 cu serviciul complet de agen\u021bie inclus: selec\u021bie, briefing, verificarea con\u021binutului, raportare cantitativ\u0103 \u0219i calitativ\u0103.<\/span><\/p>\n<p><b>Garan\u021bia \u201eBrand Safety First&#8221;.<\/b><span style=\"font-weight: 400;\"> Fiecare creator este auditat de exper\u021bii MOCAPP, iar livrabilele sunt verificate \u00een raport cu brief-ul de campanie \u00eenainte de publicare. Controlul editorial elimin\u0103 riscurile reputa\u021bionale \u0219i garanteaz\u0103 rezultate autentice.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Cazul din august 2026: 135 de creatori, apoi \u00eenc\u0103 100<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Laura a dat exemplul cel mai recent. \u00cen august am implementat o campanie cu 135 de creatori. Rezultatele au determinat clientul s\u0103 revin\u0103 cu o cerere pentru \u00eenc\u0103 100 de creatori &#8211; acela\u0219i produs, acela\u0219i brief.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Este cel mai bun indicator c\u0103 modelul \u201emulte voci mici&#8221; nu e o teorie din studiu, ci ceva ce se repet\u0103.<\/span><\/p>\n<hr \/>\n<h3><span style=\"font-weight: 400;\">Cum descarci studiul complet<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Toate cifrele discutate \u00een webinar \u2014 plus capitolele pe care nu am avut timp s\u0103 le acoperim: metodologia complet\u0103, distribu\u021bia pe tiers, categoriile pe fiecare platform\u0103, topul men\u021biunilor de brand \u0219i playbook-ul pentru 2026 \u2014 sunt \u00een raportul PDF.<\/span><\/p>\n<p><a href=\"https:\/\/mocapp.net\/studiu-influencer-marketing-romania-2026\/\"><b>Descarc\u0103 gratuit Studiul Pie\u021bei de Influencer Marketing din Rom\u00e2nia 2026 \u2192<\/b><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Studiul acoper\u0103 fereastra 1 iunie 2025 \u2013 1 iunie 2026 \u0219i se bazeaz\u0103 pe 20.773.821 de post\u0103ri scanate pe Instagram \u0219i TikTok.<\/span><\/p>\n<hr \/>\n<h2><span style=\"font-weight: 400;\">\u00centreb\u0103rile din Webinarul MOCAPP &amp; HypeAuditor, cu r\u0103spunsurile noastre<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ultimele minute ale webinarului au fost ale participan\u021bilor. Red\u0103m \u00eentreb\u0103rile primite \u00een direct, \u00eempreun\u0103 cu r\u0103spunsurile noastre.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">\u00centrebare de la Ana Ioan: \u201eBugetele alocate de branduri au crescut sau s-au men\u021binut? Exist\u0103 un average spend?&#8221;<\/span><\/h3>\n<p>R\u0103spuns: Bugetele au crescut constant \u00een ultimii 4 ani, at\u00e2t \u00een cifre absolute c\u00e2t \u0219i \u00een procente relative la totalul cheltuielilor de marketing. Estim\u0103rile arat\u0103 c\u0103 Influencer Marketing este acum \u00een Top 2 bugete cheltuite de companiile medii \u0219i mari din Rom\u00e2nia. Un reper din studiu: cele 273.179 de post\u0103ri sponsorizate de pe Instagram au avut un pre\u021b estimat total de 37,3 milioane de euro, adic\u0103, \u00een medie, circa 137 \u20ac pe postare.<\/p>\n<h3><span style=\"font-weight: 400;\">\u00centrebare de la Steliana Glavan: \u201eCare e cel mai important criteriu c\u00e2nd alege\u021bi un influencer: reach, engagement sau alinierea cu valorile brandului?&#8221;<\/span><\/h3>\n<p>R\u0103spuns: Alinierea cu valorile brandului \u0219i calitatea con\u021binutului video. Acestea sunt regulile \/ filtrele de nenegociat. Abia apoi ne uit\u0103m la ER mediu \u0219i Views.<\/p>\n<h3><span style=\"font-weight: 400;\">\u00centrebare de la Corina Iacob: \u201eCe schimbare structural\u0103 a\u021bi observat \u00een ultimii 2\u20133 ani \u0219i unde se \u00eendreapt\u0103 pia\u021ba \u00een urm\u0103torii 5?&#8221;<\/span><\/h3>\n<p>R\u0103spuns: Pia\u021ba se a\u0219eaz\u0103 \u0219i se maturizeaz\u0103. Clien\u021bii devin mai aten\u021bi la brand safety \u0219i la predictibilitatea rezultatelor campaniilor, iar influencerii se profesionalizeaz\u0103. \u00cen urm\u0103torii cinci ani ne a\u0219tept\u0103m la consolidare: mai mult\u0103 m\u0103surare, mai pu\u021bini intermediari \u0219i reguli aplicate egal pentru to\u021bi; direc\u021bia \u00een care a \u00eempins deja decizia CNA din 2025. Iar reclamele prin influenceri vor fi tot mai u\u0219or recunoscute ca reclame, iar acesta este un semn de maturizare.<\/p>\n<p style=\"text-align: center; margin: 32px 0;\"><a style=\"display: inline-block; background: #6B5CF6; color: #ffffff; font-weight: bold; font-size: 18px; padding: 16px 32px; border-radius: 8px; text-decoration: none;\" href=\"https:\/\/mocapp.net\/studiu-influencer-marketing-romania-2026\/\"><br \/>\nDescarc\u0103 gratuit Studiul Influencer Marketing Rom\u00e2nia 2026 \u2192<br \/>\n<\/a><\/p>\n<p>&nbsp;<\/p>\n<h2>Cum citezi Studiul MOCAPP &#038; HypeAuditor 2026<\/h2>\n<p><strong>MOCAPP &#038; HypeAuditor, Studiul Pie\u021bei de Influencer Marketing din Rom\u00e2nia 2026, publicat la 10 septembrie 2026.<\/strong><\/p>\n<p><i><span style=\"font-weight: 400;\">Ai o \u00eentrebare la care nu am apucat s\u0103 r\u0103spundem \u00een direct? Scrie-ne la <\/span><\/i><a href=\"mailto:contact@mocapp.net\"><i><span style=\"font-weight: 400;\">contact@mocapp.net<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">. Webinarele MOCAPP au loc lunar, pe LinkedIn; urm\u0103re\u0219te <\/span><\/i><a href=\"https:\/\/www.linkedin.com\/company\/mocapp\/\"><i><span style=\"font-weight: 400;\">pagina noastr\u0103<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> ca s\u0103 prinzi anun\u021bul urm\u0103toarei edi\u021bii.<\/span><\/i><\/p>\n<p><script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"FAQPage\",\n  \"mainEntity\": [\n    {\n      \"@type\": \"Question\",\n      \"name\": \"Bugetele alocate de branduri au crescut sau s-au men\u021binut? 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MOCAPP<\/title>\n<meta name=\"description\" content=\"\u00cenregistrarea webinarului MOCAPP \u00d7 HypeAuditor: Studiul Influencer Marketing Rom\u00e2nia 2026 - pia\u021ba, contextul global \u0219i r\u0103spunsurile echipei\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mocapp.net\/blog\/webinarul-mocapp-hypeauditor-2026\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Webinar: Studiul Influencer Marketing Rom\u00e2nia 2026 &#187; MOCAPP\" \/>\n<meta property=\"og:description\" content=\"\u00cenregistrarea webinarului MOCAPP \u00d7 HypeAuditor: Studiul Influencer Marketing Rom\u00e2nia 2026 - pia\u021ba, contextul global \u0219i r\u0103spunsurile echipei\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mocapp.net\/blog\/webinarul-mocapp-hypeauditor-2026\/?lang=ro\" \/>\n<meta property=\"og:site_name\" content=\"MOCAPP\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mocapp\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-09-10T15:26:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-10T15:59:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mocapp.net\/blog\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-10-at-17.11.46.png\" \/>\n\t<meta property=\"og:image:width\" content=\"852\" \/>\n\t<meta property=\"og:image:height\" content=\"484\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Florin Grozea\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mocapp.net\/blog\/webinarul-mocapp-hypeauditor-2026\/?lang=ro#article\",\"isPartOf\":{\"@id\":\"https:\/\/mocapp.net\/blog\/webinarul-mocapp-hypeauditor-2026\/?lang=ro\"},\"author\":{\"name\":\"Florin Grozea\",\"@id\":\"https:\/\/mocapp.net\/blog\/#\/schema\/person\/21a1829820aed7f26c55ed17a84a7d4e\"},\"headline\":\"Webinar: Studiul Influencer Marketing Rom\u00e2nia 2026\",\"datePublished\":\"2026-09-10T15:26:10+00:00\",\"dateModified\":\"2026-09-10T15:59:02+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mocapp.net\/blog\/webinarul-mocapp-hypeauditor-2026\/?lang=ro\"},\"wordCount\":2478,\"publisher\":{\"@id\":\"https:\/\/mocapp.net\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/mocapp.net\/blog\/webinarul-mocapp-hypeauditor-2026\/?lang=ro#primaryimage\"},\"thumbnailUrl\":\"https:\/\/mocapp.net\/blog\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-10-at-17.11.46.png\",\"keywords\":[\"HypeAuditor\",\"Influencer Marketing\",\"MOCAPP\",\"Romania\",\"Studiul\",\"video\",\"Webinar\"],\"articleSection\":[\"Education\",\"Influencer Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mocapp.net\/blog\/webinarul-mocapp-hypeauditor-2026\/?lang=ro\",\"url\":\"https:\/\/mocapp.net\/blog\/webinarul-mocapp-hypeauditor-2026\/?lang=ro\",\"name\":\"Webinar: Studiul Influencer Marketing Rom\u00e2nia 2026 &#187; 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