More than a third of UK brands expect to work with up to 100% more influencers in 2025, with the influencer marketing industry set to continuing growing across Europe over the coming years.
Revealed as part of Kolsquare’s latest research into the state of the European influencer marketing scene, the report also finds that 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 high priority across the board than its continental neighbours (12%).
UK brands were also found to be sticklers for the rules, with as many as 76% insisting that their influencers followed industry regulations, and 50% adding that they wouldn’t want to work with influencers associated with controversial products.
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“Ethics and responsibility is a topic close to our hearts at Kolsquare and I was happy to see that the UK is placing extra importance on choosing influencers who not only align with their brand values but communicate in a responsible, considered way to their audiences,” Kolsquare CEO, Quentin Bordage said.
“There is still work to be done when it comes to diversity. The UK came out top for this with 18% compared to the rest of Europe and I expect to see these figures rise considerably in 2025,’
The firm’s report also found that despite Instagram being the most popular platform for influencer marketing campaigns across Europe (89% of brands use 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 – and perhaps less well-trusted big names.
