The influencer marketing market in Romania continues to grow, surpassing €110 million. Beyond the financial dimension, the industry is undergoing major transformations that are changing the way brands approach social media. Social media has long moved past the experimental stage, becoming a channel that delivers predictable results when there is strategy, careful selection of creators, and proper measurement.
“Our data shows that, on average, every euro invested brings 6-7 euros back, with peaks of up to 18 euros in certain industries such as beauty, fashion, and FMCG. This is why brands are moving from one-off activations to always-on partnerships. In short: money follows attention, and in 2025, attention is on content creators on Instagram, TikTok, and YouTube,” says Florin Grozea, Founder and CEO of MOCAPP.
In 2025, over 8,200 Romanian companies ran influencer marketing campaigns, generating over half a million sponsored posts. The most popular social media channels remain Instagram (73%), TikTok (16%), and YouTube (6%).
Meanwhile, the Romanian Transmedia Audit Bureau (BRAT), which provides the media and advertising industry with market analysis reports, released a report based on data from the “Advertising Investment Monitoring” (MIP) study for online media (local, excluding global platforms), radio, outdoor, influencer marketing, and print press. According to this report, in 2024, 104,110 commercial posts were monitored in influencer marketing, up 4% compared to 2023. Of these, 81% were on Instagram and 13% on TikTok. Approximately 5,500 clients communicated through influencer marketing in 2024, a 4% increase over 2023, with 75% relying exclusively on influencer marketing without investing in any of the other four monitored media channels. Trendyol was the most active advertiser in influencer marketing in 2024, accounting for over 6% of all monitored commercial posts, followed by L’Oréal with approximately 5%.
In this context, the Romanian Advertising Council (RAC), a professional organization promoting advertising standards, launched AdEthics in Romania, a platform dedicated to promoting high standards of transparency and responsibility in influencer marketing. Available for both content creators and influencer agencies, AdEthics provides practical resources and concrete support to ensure compliance with rules and strengthen audience trust — a valuable tool for the success and credibility of everyone involved in this type of communication.
“AdEthics is how RAC puts its mission into practice to encourage responsible online communication. We want influencers and agencies to have the tools needed to comply with the law, protect the consumer, and increase their credibility with audiences. A healthy digital advertising market benefits everyone — from creators and brands to every user consuming this type of content,” said Oana Cociașu, President of RAC.
With new regulations adopted by CNA, which treat online commercial content similarly to traditional TV and radio, AdEthics provides a practical and tailored framework for influencers and brands to understand and apply these requirements, mitigating risks and building responsible communications. Together, these components create a comprehensive system for training, evaluation, and support in influencer marketing communications aligned with both national legislation and international standards.
Market evolution
“If influencer marketing was once just a growing trend, it has now become a vital component of digital campaigns. The market is continuously expanding, with increasingly complex layers that specialists need to monitor. Industry studies indicate steady growth, and client demand for integrating influencers into campaigns has become a standard practice,” said Adina Antonie, Client Service Director at Tribal Worldwide Romania.
A significant shift is the increasingly granular approach to influencers. “Anyone can create content today. Whereas brands used to prefer top-tier influencers (celebrities, large-reach influencers), we now work with a broad range of creators: from macro influencers to micro and nano influencers, who have smaller but often more engaged communities. The number of brands working with micro influencers is growing year over year, indicating a move toward more authentic, better-targeted collaborations reaching niche audiences,” added Adina Antonie.
According to Mariana Oprea, Head of Influencer Marketing at Graffiti Plus – GRF+, the Romanian influencer marketing market has undergone a rapid and spectacular transformation in recent years. With over 55,000 active influencers in Romania and a market value growth of over 300% in recent years, the industry has moved beyond the experimental phase, making influencer partnerships an essential component in almost any communication plan.
“Budgets allocated by companies for influencer marketing campaigns continue to trend upward in 2025, reinforcing that influencer marketing is no longer just a trend but a core channel in the digital communication mix. We are talking about a growing ecosystem that constantly improves practices, where content creators, PR agencies, and talent agencies strive to innovate to maximize brand campaign performance,” added the Graffiti Plus – GRF+ representative.
According to Raluca Zamfir, Managing Partner at RAN Communication, the market is increasingly competitive and demanding, with specialized agencies identifying and attracting talented individuals. Influencer marketing will continue to grow, offering a dynamic, creative, and flexible framework capable of guiding consumers from the first like to the final purchase.
“The main attraction of influencer marketing is direct and fast access to consumers, working because it is real, personal, and authentic — something traditional channels cannot offer. People trust people more than brands. We are seeing a growing number of content creators crossing into mainstream media. This trend will continue as social platforms become fertile ground for the next generation of talent — not only in media, but also in art, fashion, sports, health, business, and more,” said Raluca Zamfir.
Furthermore, brands have quickly adapted to the new normal in a highly fragmented digital landscape, where consumer attention is hard to capture. Content creators provide a dynamic, authentic, and personal communication channel, offering brands opportunities for promotion and connection, with results ultimately driving business impact.
“People seek authenticity and real connection, trusting individuals they can relate to more than direct brand messaging. Content creators provide this personal and authentic perspective, presenting campaigns, brands, or products through their own creativity and formats that capture attention, whether short videos or interactive content,” said Aela Cotabiță, Managing Director at Highlight PR.
Rising demand
So, are influencers indispensable in campaigns in Romania? According to Highlight PR, they are certainly an important channel in communication campaigns. Few campaigns exclude influencer marketing entirely — it depends on the objectives and how agencies choose to leverage it. Most campaigns now include an influencer component, and how agencies integrate it depends on campaign objectives and the type of authentic engagement they want to generate.
“One major trend is the strong growth of micro and nano influencers, with more campaigns including them to achieve authentic connections with audiences. We expect this growth to continue, with more companies and major campaigns leveraging micro and nano influencers,” commented Aela Cotabiță.
According to Raluca Zamfir, FMCG companies usually include content creators in their campaigns. Authenticity sells, and people respond to what feels real. Influencer marketing gains ground as traditional advertising budgets shrink and companies pivot to highly visible, personalized campaigns implemented quickly.
“Brands want to communicate directly and quickly with target audiences, and influencer marketing offers direct access to consumers with personal, relevant, real-time messages, visibility, engagement, and flexibility. Two ingredients remain essential for brands collaborating with influencers: creativity and authenticity,” explained Raluca Zamfir.
Consumers seek real connections and authentic messaging, and micro influencers are a valuable resource for brands, particularly when reaching diverse communities across the country. According to RAN Communication, micro influencers offer a personal approach and authentic connection, helping increase brand visibility. Even with smaller audiences, their followers are dedicated and active, making micro influencers ideal for niche campaigns.
Two out of three briefs at Graffiti Plus in 2024 included at least one influencer marketing component. Studies show recommendations from influencers are often perceived as more credible than traditional advertising, offering a major competitive advantage in today’s digital landscape.
According to Mariana Oprea, campaigns without influencer marketing risk being overlooked in an increasingly crowded online environment. This “indispensability” comes not from influencer popularity, but from relevance.
“Brands increasingly rely on influencer marketing campaigns to build brand awareness, communicate brand values authentically and credibly, and most importantly, optimize business performance — often translating into increased sales,” said Mariana Oprea.
Thus, using influencers in campaigns is seen as necessary when brands want to create buzz, consolidate reputation, or achieve objectives.
“Micro and nano influencers play an increasingly important role in brand campaigns. This trend is supported by clear benefits: higher credibility, high-engagement content, and more efficient ROI. While small brands initially collaborated with micro and nano influencers, we now see major companies adopting a mix of macro and micro influencers depending on campaign objectives,” said the Head of Influencer Marketing at Graffiti Plus.
According to Adina Antonie, influencers are not indispensable for all brands but become essential in certain contexts. For emerging brands with limited budgets, priority is building a solid foundation via traditional channels.
“Influencers become indispensable, or at least a difficult-to-replace component, in integrated campaigns, especially for awareness or community-building objectives. We see an upward trend in micro influencers. Many brands seek cost-effective impact. Our recommended strategy is a balanced collaboration: a few large influencers for visibility and a larger number of micro and nano influencers for authenticity and engagement in smaller communities,” explained the Tribal representative.
These micro influencers are often ordinary people with dedicated communities, willing to test products and create content but not doing it constantly. They need step-by-step guidance to ensure content aligns with campaign objectives.
Here, the role of a creative agency comes into play, coordinating influencers effectively and offering a creative and impactful vision. “Campaign success often depends on the synergy between brand and influencer,” added Adina Antonie.
At Tribal, as a digital creative agency, they focus on combining a strong creative idea with the authentic style of the content creator. Campaigns are designed to fit brand values while allowing creators freedom to personalize messages according to their tone and personality. In a crowded media environment, creativity, not pre-written posts, makes the difference.
Creativity and strategy
As the industry evolved, so has creativity. Briefs are increasingly sophisticated, and influencers have realized that only creative, high-quality content sets them apart and attracts sustainable collaborations. At GRF+, they aim to maximize creativity, providing the campaign framework, concept, and strategic direction, while encouraging influencers to respect the brief and tone of voice but also bring their own authentic approach aligned with their lifestyle. In a saturated media ecosystem, creativity truly makes the difference.
“Another important aspect is the trend of microcontent (videos under 60 seconds and micro-blogs), quickly consumed by social media users, which forces influencers to be creative, blending technology and artistic expression to create visuals and experiences that resonate with target audiences,” said Mariana Oprea.
“We are at a stage where many companies are just starting with influencers and still following tested campaign formulas. However, the market is maturing: brands understand that success in influencer marketing is not only about ad posts, but creative collaboration where each creator contributes personally and authentically. I hope to see even more creativity and innovation in this field,” said Aela Cotabiță.
Strategy remains central to every campaign. “When an influencer marketing campaign — from approach and mechanics to creator selection and engagement — is not aligned with brand essence and objectives, it risks being form without substance, with no real impact. Setting realistic expectations on what campaigns can deliver is key to measuring effectiveness and achieving concrete results,” explained Aela Cotabiță.
As Raluca Zamfir points out, including influencer marketing in the mix is not enough; how brands communicate through influencers matters. Beyond visibility and reach, strategy must be adapted to each stage, from awareness to conversion, and include creators who turn interactions into results. A campaign is always a series of steps starting from the question: “Do we share values and communities with similar interests?”
“Romania does not lack talented content creators, but the key is strategy. Not all influencers suit every brand or message. With a well-defined strategy aligned with the brand’s marketing, the chances of a successful influencer campaign are high. Setting objectives, KPIs, identifying target audiences, selecting channels and influencers — these are all key elements. It’s more art than science, as it’s not about paying influencers to promote a product, but building a real relationship between brand and consumer and turning influencers into brand performance partners,” said Mariana Oprea.
A well-defined strategy helps identify suitable communication channels, types of influencers, frequency, and communication style necessary to meet objectives.
Future trends
According to Tribal, brands are increasingly moving toward long-term partnerships instead of one-off influencer projects. They seek brand ambassadors who understand the brand, use its products or services, and integrate them naturally into daily life.
“Another trend is creating content specifically for brand channels. Brands increasingly request exclusive content from influencers to post directly on brand channels rather than the influencer’s own. The use of user-generated content (UGC) in ads is another trend. We see growing reuse of influencer content in paid campaigns, making messages more personalized and persuasive,” said Adina Antonie.
Looking ahead, Tribal focuses on innovation and experimentation, with more “creative courage,” testing new formats and finding partners willing to trust unconventional ideas, even with trial and error.
“Long-term collaborations are increasingly important, allowing coherent storytelling and deeper audience connection. Diversity in choosing content creators (gender, race, sexual orientation, body positivity) reflects the desire to communicate authentically and relevantly to today’s diverse audiences,” said Aela Cotabiță.
Thus, the goal is to see more creative, meaningful campaigns aligned with influencer marketing trends. Highlight PR emphasizes community building and long-term communication, helping brand audiences feel represented and resonate with a diverse mix of creators.
“Brands are moving toward long-term influencer partnerships instead of one-off collaborations. Consistent posting increases credibility and natural product integration. Multi-platform, cross-channel, and omnichannel campaigns aim to bridge online and offline, reaching audiences wherever they are — from social media to OOH, eCommerce stores, in-store activations, and in-person events. Presence across multiple channels maximizes awareness and reach,” said Mariana Oprea, Head of Influencer Marketing, Graffiti Plus – GRF+.
Developing the influencer marketing segment is a long-term priority for GRF+ and a key area for capital market investment. They aim to continue pioneering, strengthen internal departments, and contribute to the professionalization and growth of the Romanian influencer marketing market.
In the near future, they will focus on developing proprietary automation tools for influencer marketing processes, including discovery, management, and AI/machine-learning-assisted reporting, freeing time for strategy and creativity. This approach offers clients greater speed, data precision (audience verification, performance prediction), a premium product, and a clear competitive advantage.
According to Raluca Zamfir, trends include performance, personalization, niche influencers, diversification of creative formats, AI, and community-focused thinking. In a constantly evolving landscape, real-time adaptability wins over recycled tactics.
“The creator-CEO era is in full swing. From Aimee Song’s Song of Style to Hailee Bieber’s Rhode Beauty, creators are no longer just brand spokespeople. They are founders, shareholders, and brand architects — their expertise and influence supporting brand success. Micro-communities — niche creators — bring credibility through knowledge, expertise, and passion, attracting highly engaged audiences. Brands can reach relevant, engaged audiences, resulting in more targeted and impactful campaigns,” said Raluca Zamfir.
As an example, she cites Spoonflower and its collaboration with artists, seamstresses, and interior designers, where niche creators integrate the brand’s wallpapers, fabrics, and décor into their projects, showcasing creativity and skills uniquely. The content resonates with micro-communities interested in their areas of expertise.
“Tactical trend-surfing — knowing when to act and when to wait. New trends emerge daily on social media; some last longer, others vanish in days. The pace of trends has accelerated, with social platforms moving as fast as a ‘like.’ Brands cannot track every trend, and not every trend resonates,” explained Raluca Zamfir.
She adds that overextending to stay relevant can be “awkward,” which is why brands must strategically evaluate trends. Smart brands know when to follow or remix trends rather than chasing them impulsively.
“In chasing trends, we must remember we communicate for brands, not ourselves. We avoid trend-following for its own sake, selecting trends that enhance brand DNA, relevance, and audience connection. Our goal is growth, exploring new communication methods via technology and innovation to connect with client audiences and deliver value and results,” said Raluca Zamfir.