Creator marketing reached €1.3bn last year in Europe | WARC | The Feed

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25 June 2021

Creator marketing reached €1.3bn last year in Europe

Influencers, Creators, KOLs Europe (general region)

Creator marketing, often known as influencer marketing, reached new highs in Europe last year with total investment topping €1.3bn, according to research from IAB Europe and TikTok for Business.

Why it matters

Creator marketing investment in Europe almost tripled between 2017 and 2020 and is also expected to increase this year as well as influencers prove popular with key audiences like Gen Z, particularly in categories like fashion and beauty.

TikTok is also expected to take a larger share of this investment, with 45% of influencer marketers using TikTok for campaigns. This puts the short-form social video app as the...

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