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Global Influencer Marketing

What Platforms to Use, Policies to Follow and the Paths to Purchase Around the World

About This Report
Influencer marketing is mainstream, but the way in which marketers work with influencers varies from country to country. Here are the platforms, paths to purchase and regulations for 13 key countries and regions.
Table of Contents

In today’s cluttered and confusing media landscape, marketers across the globe need to find innovative ways to reach their audiences. Influencer marketing has emerged as a powerful tactic that targets consumers where they already spend their time: social media.

  • Social media users from all over the world follow influencers for inspiration, honest opinions and even expert advice. Influencers can provide a direct and authentic line for brands trying to reach their customers.
  • On a global level, Instagram is the primary platform for many influencer-brand campaigns. That’s especially true in places with high Instagram user penetration rates, like Sweden and Australia, but its importance is rising in nearly every country. One exception is China, where local platforms like Weibo and WeChat dominate.
  • One of the leading ways in which marketers engage with influencers is through sample lending or gifting. That makes putting a dollar figure on the size of the influencer market difficult, though research shows that budgets are rising in all parts of the world.
  • Microinfluencers are playing a greater role for marketers in Europe and the US, while those in China and the Middle East are still more focused on macroinfluencers or celebrity influencers.
  • Macroinfluencers or celebrity influencers can provide marketers with reach that surpasses that of traditional media, while smaller influencers tend to be better for engagement and sometimes sales generation.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

6expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Influencer Marketing Around the World
  2. Country and Regional Snapshots
  3. Key Takeaways
  1. eMarketer Interviews
  2. Read Next
  3. Sources
  1. Media Gallery

Charts in This Report

Interviewed for This Report

Laura Brinker
Vice President, Beauty Brand Partnerships
Interviewed May 17, 2018
Kamiu Lee
Interviewed May 18, 2018
Gerardo Sordo
Founder and CEO
Interviewed February 14, 2018
Louise Fuchs
United Influencers
Interviewed May 29, 2018
Jennifer Goldszer
Schott NYC
Vice President, Marketing
Interviewed May 21, 2018
Toto Haba
Benefit Cosmetics
Senior Vice President, Global Digital
Interviewed May 17, 2018


Jasmine Enberg


Matteo Ceurvels
Research Analyst
Man-Chung Cheung
Research Analyst
Jeane Han
Senior Researcher
Jennifer Jhun
Research Director, International and Special Projects
Angela Kim
Senior Researcher
Natalie McGranahan
Senior Researcher and Taxonomy Manager
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