Creator marketing reached new highs in Europe last year with total investment topping €1.3bn, according to research from IAB Europe and TikTok for Business.
Creator marketing, often known as influencer marketing, investment in Europe almost tripled between 2017 and 2020 and grew 14.0% last year to a total of €1,322m. Spend is expected to increase this year as well, as influencers prove popular with Gen Z audiences, particularly in categories like fashion and beauty.
TikTok is emerging as a key platform for influencer marketing, having overtaken Facebookin brand campaigns. The short-form social...