Creator marketing reached €1.3bn last year in Europe

An overview of creator/influencer marketing spend in Europe.

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...

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