More than a third of UK brands expect to work with up to 100% more influencers in 2025, a new study has revealed.
The study, ‘The state of influencer marketing in Europe 2024 by Kolsquare, surveyed 385 decision-makers from brands leveraging influencer marketing across Europe.
It also found 50% of UK brands are set to increase their influencer marketing budgets next year.
Notably, whilst diversity didn’t feature as an overarching priority in any of the markets covered (UK, France, Germany, Italy and Spain), UK brands (18%) did list it as a higher priority compared to the continental average (12%).
UK brands were also found to be sticklers for the rules, with 76% insisting their influencers followed industry regulations and 50% saying they wouldn’t want to work with influencers associated with controversial products.
The firm’s report also found that, despite Instagram being the most popular platform for influencer marketing campaigns across Europe with 89% of brands using it regularly, UK brands still cling on to Facebook as their second favourite platform, with 72% regularly running campaigns.
Echoing trends seen globally, the UK market also prefers to work with so-called ‘micro-influencers’ (those with 10,000 to 100,000 followers), eschewing the larger names in search of smaller, more niche and potentially more engaged audiences.