Influencer marketing has boomed in Western Europe in recent years, and it’s not going anywhere. Spending in the sector has reached $27.5 billion combined in the U.K., Germany, France, Italy, and Spain. And despite the future of influencer marketing being called into question as brands slashed budgets in the face of the pandemic, YPulse data shows that young European consumers—and Gen Z in particular—still have their eyes and ears tuned to the moves of their favorite online stars. In this report, we dig into the power of online celebrities in Western Europe, reveal the reasons for their influence, and explore the types of partnerships brands should be making to most effectively reach young consumers.
Download the full report for insights on:
- The type of celebrity young Europeans consider the most relatable and the most trustworthy
- The stats behind the true influential power of online celebrities on direct purchasing
- The influencer sponsored content young Europeans most prefer to see from brands
- How celebrity cancellation culture affects brand partnerships with influencers
Report length: 15 pages
Based on a survey of 1300 13-39-year-olds in the U.K., Italy, France, Germany, and Spain, fielded in June 2021
Additional survey content for Pro users: Young consumers’ favorite famous person and why, the celebrities they care about the most, consider the most interesting, and more, interest in seeing online celebrities in traditional content, what they’ve been influenced to do after learning about it from an online celebrity, statements on sponsored content, and who they follow on social networks.
