Kolsquare + NewtonX define the state of influencer marketing across Europe

Across Europe, 56% of brands plan to become more selective in the influencers they work with over the next year, reflecting a move toward more strategic partnerships. Kolsquare and NewtonX uncover essential trends and challenges shaping the future of influencer marketing.

Kolsquare and NewtonX equip brands with actionable influencer marketing insights.

Influencer marketing has evolved into a key pillar of the marketing mix, yet brands face a variety of challenges in building impactful campaigns. From selecting the right influencers to navigating ethical considerations, marketers must balance creativity, control, and cost efficiency to achieve success.

Kolsquare, a leading influencer marketing platform, sought to decode these challenges across Europe’s largest markets and provide data-driven insights on strategies, budgets, and campaign structures. Partnering with NewtonX, Kolsquare gained direct insights from top European marketers, uncovering influencer marketing nuances in diverse cultural landscapes.

Survey of 385 senior marketers provides insight into European influencer marketing

NewtonX surveyed 385 senior marketing decision-makers overseeing influencer campaigns across France, Germany, Spain, Italy, and the United Kingdom. The research targeted high-level influencers in the fashion, tech, and consumer goods sectors, providing a unique look into Europe’s most competitive markets.

Key Findings:

• Platform dominance: 89% of campaigns use Instagram, while TikTok’s popularity continues to rise with 64% adoption.
• Influencer selection preferences: Micro-influencers are the top choice for 75% of European brands, valued for authenticity and engagement.
• Ethical marketing on the rise: 77% of Italian marketers require influencers to sign ethical charters, reflecting a strong shift towards responsible marketing.
• ROI challenges: Measurement remains a top concern, with 50% of marketers citing difficulties in accurately tracking influencer marketing returns.

Until now, we had no answers to these questions, no comparative empirical data across countries measuring the evolution of our industry. This is why we decided to partner with the trusted B2B research firm NewtonX to conduct a groundbreaking study.”

Quentin Bordage

Founder and CEO of Kolsquare

Kolsquare and NewtonX reveal the current landscape and future of influencer marketing in Europe

Kolsquare released The State of Influencer Marketing in Europe 2024, a benchmark report that gives brands insight into influencer marketing’s evolving role. 

As highlighted in London Daily News, the report’s findings on platform dominance, influencer selection preferences, and ethical standards provide invaluable guidance for brands aiming to refine their European influencer marketing strategies.

“Until now, we had no answers to these questions, no comparative empirical data across countries measuring the evolution of our industry,” said Quentin Bordage, Founder and CEO of Kolsquare. “This is why we decided to partner with the trusted B2B research firm NewtonX to conduct a groundbreaking study.”