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

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.