Influencer marketing in Western Europe is growing fast. In fact, brands are investing more in creators, especially locals with engaged followings. The region’s unique regulatory environment and consumer skepticism shape how campaigns work. In this post, you’ll find stats on market size, budgets, creator types, platforms, and challenges.
Market Size and Growth Forecasts
Western Europe drives much of Europe’s influencer spend. In 2024, Europe’s influencer marketing market was worth approximately USD 3.5 billion and projected to grow at ~12% CAGR to over USD 7.5 billion by 2030.
On the platform side, the influencer marketing platform segment in Europe had €3.44 billion revenue in 2022 and is forecast to grow at ~25.7% CAGR to €21.45 billion by 2030.
| Region | 2022/2023 Size | CAGR to 2030 |
| Western Europe | ~€3.4 bn (platform) | ~25.7% |
| Entire Europe | ~€3.5 bn (services) | ~12% |
Budget Trends and Brand Strategies
Brands aren’t slowing down hence in 2025 alone 80% of brands either maintained or increased influencer budgets. And 47% raised budgets by 11% or more.
In Western Europe, 72% of brands plan to increase influencer budgets between 10% and 49% by 2025.
- 73% of brands prefer working with micro and mid-tier creators for engagement-to-cost balance.
- 70–75% of European brands plan to work with more micro-influencers and be more selective about creators.
Creator Types and Engagement Metrics
Micro and nano influencers dominate engagement. In 2025 data:
- Median CPM for micro creators: $119
- Nano creators: up to $211 CPM
- Engagement rates often between 6.15%–6.76%
It’s a well known fact that Gen Z in Europe trusts influencers more than celebrities, therefore:
- 45% of European Gen Zers prefer buying from influencer-promoted fashion items rather than celebrity endorsements.
German and UK consumers are more skeptical:
- Only ~20% of German men and ~33% of women follow influencers, and 46% say influencers rarely affect their buys.
Platform and Content Volume in Western Europe
TikTok and Instagram are major platforms. In Spain:
- TikTok content grew 72%; branded content on TikTok up 79%
- Instagram sponsored content rose 100% from 2023.
Europe overall:
- TikTok leads in branded content; Instagram dominates sponsored posts
- Beauty & Cosmetics sector drives most EMV in both platforms (e.g. 43% TikTok, 19% Instagram)
Challenges: Fraud, Regulation & Measurement
Influencer fraud remains a concern. Fake followers and inflated engagement cost global brands up to USD 1.3 billion in 2019 alone.
- 32% of marketers worldwide cite measurement of creator performance as their top challenge.
Regulation is tightening:
- In Western Europe, Spain (61%), Germany (37%), Italy (61%) and France (51%) marketers plan stricter influencer selection rules.
- EU’s Digital Fairness Act is proposed for Q3 2026 to improve transparency and limit dark patterns in influencer marketing.
Consumer Behaviour and Trust Patterns
Trust varies across West Europe:
- In Germany, a majority remain skeptical: 46% say influencers almost never affect their purchase decisions.
- Gen Z in Europe still trusts influencers – 61% of Gen Z and millennials trust influencer content vs 51% in 2019 globally.
Younger audiences also follow more influencers and engage more often:
- People aged 16–24 in Europe use an average of 7.4 social platforms per month, against global 6.7.
What This Means for Marketers in Western Europe
These stats point to key strategic themes:
- Brands should invest more in micro and nano influencers, who deliver high engagement at manageable cost.
- Most spend growth is tied to long‑term creator partnerships, not one-off campaigns.
- Platforms like TikTok grow fastest for branded content; Instagram remains strong for traditional sponsored posts.
- Marketers must build better measurement systems given that 32% rate it top barrier.
- Be ready for evolving EU-level influencer regulations and transparency rules by 2026.
Conclusion
Influencer marketing in Western Europe is a solid, fast-growing segment. The region leads Europe in spend, creator engagement, and platform growth. Growth is powered by micro and mid-tier creators, more selective brand practices, and rising budgets. But challenges remain, with fraud, measurement, and upcoming regulation shaping how campaigns work.
If you’re planning influencer campaigns in Western Europe, focus on local data, choose authentic creators, track carefully, and stay compliant with upcoming rules.
Want better influencer marketing strategies in Western Europe? Visit Cable.so to explore tools and tactics that deliver measurable value.
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