The State of Influencer Marketing in Europe 2025

Your essential benchmark for planning 2026

Based on the newest data from over 600 decision-makers across Europe, this edition uncovers how influence is evolving — and where marketers are focusing next year.

Here’s a preview of what’s inside.

How influence is taking shape across Europe

Teams are becoming more intentional in how they work with creators, balancing performance expectations with authenticity and long-term value. Structures vary by market, but one thing is clear: influence is now integrated into the broader marketing strategy.

A few highlights:

• 89% of brands manage part or all of influencer marketing internally.
• 78% plan to work with more creators in the coming year.
• 86% collaborate with micro-influencers — a strong signal for authenticity-driven strategies.

Where budgets are moving next year

Marketers are refining their investments to maximise impact, with some clear winners emerging — and a few surprising declines.

What the early signals show:

• Paid amplification (62%), long-term partnerships (59%) and UGC (55%) are set to attract the most investment.
• Some formats are slowing down — and the shifts vary significantly by country.

The growing focus on transparency and trust

Responsible influence continues to rise, driven by consumer expectations and regulatory changes.

• 69% of marketers prioritise compliance with advertising rules when selecting creators.
• Ethics and brand alignment are becoming decisive factors, especially in Southern and Western Europe.

Spotlight on the UK: confident growth and creator-first strategies

The UK stands out as one of Europe’s most ambitious influencer markets. Brands and agencies are scaling fast, experimenting with new formats and doubling down on creators who can deliver meaningful engagement. The appetite for growth is clear: 84% of UK marketers expect to work with more creators in the next 12 months, well above the European average. Micro-influencers dominate, performance expectations are high, and the UK keeps strengthening its position as a test-and-learn market where innovation moves quickly.

Nordics & Benelux: two regions, one pragmatic and data-driven mindset

The Nordics and Benelux markets share a similar approach: efficient structures, selective creator partnerships and a strong focus on transparency. Budgets grow at a steadier pace than in Southern Europe, but the maturity is unmistakable. Around one in three brands uses an influencer marketing platform, signalling solid operational discipline and a clear commitment to data-led decision making. Micro-influencers remain the preferred tier, while responsible influence and brand safety consistently rank among the top priorities. These markets may be smaller in size — but they set the tone on methodology, structure and trust.

What’s waiting in the full report

The full benchmark gives you a clear, actionable view of:

• Market-by-market differences across Europe
• Budget expectations and investment priorities for 2026
• Creator volumes, selection criteria and collaboration patterns
• Platform and content format dynamics
• Trends in trust, transparency and responsible influence
• How organisations are streamlining how they work with creators

Download the complete PDF for all charts, comparisons and insights.