Influencer Advertising - Europe

Influencer Advertising comprises all advertising fees paid directly to influencers (or to their person of trust or representative) for posting or streaming sponsored content (e.g., posts, videos, and/or stories) on social media in order to promote products or services to their followers. This sponsored content typically includes images, videos, live streams, and/or text.

The analysis excludes the values of giveaway products as well as the services that influencers receive in exchange for reviews, mentions, or giveaways for their followers.

Advertising spending that is allocated to paid social media campaigns with the goal of boosting or promoting influencer content on social media platforms is categorized as social media advertising.

Affiliate commissions (i.e., commissions that are paid to influencers when someone makes a purchase based on their content or links) as well as gross merchandise volume (GMV) of sponsored posts and live streams are excluded.