In 2022, the turnover of influencer marketing in Latvia could reach two million euros, but in 2023 an increase of another 15% could be expected, estimates the co-founder and director of development of the talent and influencer agency ” Collex ” Denis Shevelyov.
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The influencer marketing market has grown by 700% in the last six years: from $ 1.7 billion in 2016 to $ 13.8 billion in 2021. The pandemic and the war in Ukraine have had a catalytic effect, with the result is that the market has more than doubled in the past two years.
“The demand for collaboration with content authors is growing,” explains Shevelyov. “And this is natural: young people, especially Generation Z, consume information mainly on social networks – for example, 39% of” digital natives “(users aged 18-24) currently use social networks as main news source, compared to 34%, who read news directly on websites or apps. Realism and authenticity, which influencers use successfully when creating content, are particularly important to them. Unlike the classics advertising campaigns, influencers are involved in the creation of the campaign and speak the language of their peers, which is not always possible for the authors of classic advertising campaigns. In addition, delivery times are often much faster, “he explains.
Over 50% of European companies use influencer marketing in their communication, but in some countries this share is almost three quarters of companies.
Talent and Influencer Marketing and Management Agency “Collex” was founded in 2021. The agency represents 60 content authors and talents from Latvian social networks, advises brands and organizations on influencer marketing, participates in development and the implementation of integrated campaigns. “Collex” is part of the “McCANN Group” which represents the marketing and communication industry.
