Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Global Influencer Marketing

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

Download
Share
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

1file

Exportable files for easy reading, analysis and sharing.

60charts

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
Influenster
Vice President, Beauty Brand Partnerships
Interviewed May 17, 2018
Kamiu Lee
Activate
CEO
Interviewed May 18, 2018
Gerardo Sordo
BrandMe
Founder and CEO
Interviewed February 14, 2018
Louise Fuchs
United Influencers
COO
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

authors

Jasmine Enberg

Contributors

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
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client