Beyond the Feed: Key Influencer Marketing Trends in Europe

European Influencer marketing trends

Written by Justine Lailler

February 26, 2024

In today’s marketing world, influencer campaigns have gained popularity as an effective strategy for promoting brands or products. Influencer marketing has now become a pivotal lever, offering brands a unique way to engage their target audience through partnerships with content creators. While this strategy was initially adopted at the local level, more and more companies are embracing the opportunities presented by international influencer marketing campaigns. In this article, TERRITORY Influence explores the growing interest in this approach and examines current trends in influencer marketing in Europe.


Why leveraging international influencer marketing?

Collaborating with international influencers presents a myriad of benefits for brands. Firstly, it facilitates an expansion of reach and visibility, tapping into diverse audiences worldwide. This broader exposure attracts potential customers from various regions, thereby fueling significant growth opportunities. Additionally, such partnerships cultivate a global brand image. Endorsements from respected influencers not only enhance brand credibility but also instill trust among consumers globally. By leveraging these influencers across different countries, brands solidify their reputation on an international scale, fostering long-term success and recognition.


Decoding the European Influencer Marketing Trends

Nano and Micro influencers on the rise

In Europe, nano and micro influencers are becoming increasingly popular for brands looking to reach a more niche audience. These influencers typically have a smaller but highly engaged following, making them a great option for brands looking to target specific demographics.

An illustration of this trend is evident in a recent campaign we initiated in France to bolster the launch of two new burger menus for Quick. We carefully curated a group of 250 highly engaged nano and micro influencers to amplify the visibility of the launch across various social media platforms. The outcome was remarkable, with over 800 pieces of content generated and extensively shared on TikTok and Instagram. This concerted effort led to a substantial online presence, yielding 2,080 user-generated content (UGC) pieces and reaching an impressive 1,462,112 impressions.


Authenticity and transparency take center stare

In the wake of influencer scandals and growing consumer skepticism, authenticity and transparency have become non-negotiable. European audiences are demanding genuine connections and ethical practices from influencers and brands alike. Influencers who maintain transparency regarding sponsored content and cultivate authentic relationships with their followers are poised to thrive in this evolving landscape.

As an example of this trend, we had the opportunity to collaborate with the renowned medical brand THRU+ in Poland. Specializing in manufacturing medical devices, THRU+ aimed to enhance its online visibility by leveraging authentic and high-quality content created by micro-influencers. With over 330 pieces of content and reaching over 1.4 million online impressions, this collaboration delivered outstanding results. It significantly increased brand visibility, built customer trust, and boosted potential sales.


Video content is king

Video content continues to dominate social media platforms, with live streaming gaining significant traction. European influencers are capitalizing on this trend by producing engaging video content and hosting live sessions to connect with their audience in real-time. Brands are increasingly leveraging these formats to deliver immersive brand experiences and forge deeper connections with consumers.

We activated 4 influencers in Germany to increase awareness of the new HOPE products. They created 8 Instagram stories, 6 Instagram Reels, and 1 TikTok video showcasing the products used in new vegan and diet recipes. The video content yielded impressive results, garnering over 6,000 likes and 1,400 saved posts on the brand’s channel. Additionally, the Instagram Reels received over 239,000 views, while the TikTok videos amassed over 5,000 total plays.


Long-term partnerships and brand ambassadors are becoming more common

Brands are recognizing the value of fostering enduring relationships with influencers who authentically align with their values and resonate with their target audience. Rather than pursuing one-off collaborations, companies are opting for sustained partnerships to build trust, credibility, and brand loyalty over time. By cultivating these long-term relationships, brands can leverage the influencer’s influence and advocacy to establish a consistent brand presence, drive engagement, and ultimately, achieve sustainable growth in the dynamic European market.

The French content creator Inès Duhard, with over 100,000 followers on Instagram, recently shared with us that many brands are now offering long-term collaborations, providing influencers with the opportunity to become a real brand ambassadors. She explained: “A long-term collaboration is obviously more interesting, even for the influencer, because it strengthens our credibility and allows us to become part of a brand’s DNA”.


Incorporating Influencer Marketing into Annual Marketing Plan

Recognizing the unparalleled reach and engagement potential of influencers, brands across Europe are strategically incorporating influencer collaborations into their comprehensive marketing blueprints. By seamlessly blending influencer partnerships with traditional marketing initiatives, companies are able to tap into new audiences and amplify their brand message with authenticity and relevance. This integration ensures that influencer campaigns are not treated as isolated efforts but rather as integral components of broader marketing strategies, thus maximizing their impact and effectiveness in reaching and resonating with European consumers.

Our team assisted Starbucks in implementing an annual strategy in Spain and Portugal aimed at increasing market penetration to capture new consumers, enhance point-of-sale (POS) visibility, and maximize online reach. We engaged over 5,600 brand ambassadors who were iced coffee enthusiasts through six campaign phases, each focusing on a specific product group based on the brand’s objectives and the season of the year. These campaigns collectively achieved over 22.7 million organic impressions, thanks to the creation and sharing of 17,300 content pieces on social media.


International influencer marketing has become an essential strategy for brands aiming to maximize their impact across borders. In Europe, current trends underscore the significance of authenticity, transparency, collaboration with local nano and micro influencers, integrating influencer collaborations into annual marketing plans for driving sustained growth and tapping into new audiences, and adaptation to emerging formats. Brands that grasp and incorporate these elements into their campaigns can truly harness the power of global influencer marketing.

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