Market Insights Advertising & Media Advertising

Influencer Advertising - Portugal

Portugal

Ad spending in the Influencer Advertising market in Portugal is forecasted to reach €43.72m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 7.96%, leading to a projected market volume of €64.12m by 2029.
The average ad spending per internet user in the Influencer Advertising market in Portugal is estimated to be €5.21 in 2024.
When compared globally, the highest ad spending is expected to come from China (€17,590.00m in 2024).
Portugal's Influencer Advertising market is rapidly growing, with a surge in brands collaborating with local influencers to reach a highly engaged audience.

Key regions: Australia, Germany, France, Europe, United States

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Analyst Opinion

The Influencer Advertising market in Portugal is experiencing significant growth and development, driven by changing customer preferences and the increasing popularity of social media platforms.

Customer preferences: Portuguese consumers are increasingly turning to social media platforms as a source of information and entertainment. With the rise of influencer culture, individuals are seeking out content creators who align with their interests and values. Influencers have become trusted voices in their respective niches, and their recommendations and endorsements carry significant weight with their followers. As a result, brands are recognizing the value of partnering with influencers to reach their target audience in a more authentic and engaging way.

Trends in the market: One of the key trends in the Influencer Advertising market in Portugal is the shift towards micro-influencers. These are individuals with smaller but highly engaged followings, typically ranging from a few thousand to tens of thousands of followers. Micro-influencers are seen as more relatable and trustworthy by their followers, and their recommendations are often perceived as more genuine. Brands are increasingly collaborating with micro-influencers to tap into their dedicated and loyal fan base. Another trend in the market is the diversification of influencer content. While fashion and beauty influencers have traditionally dominated the market, there has been a rise in influencers specializing in niche areas such as fitness, food, travel, and parenting. This diversification allows brands to target specific consumer segments and reach a more tailored audience.

Local special circumstances: Portugal's relatively small population compared to other European countries presents both opportunities and challenges for the Influencer Advertising market. On one hand, brands can easily target a specific audience and achieve high levels of engagement due to the close-knit nature of the online community. On the other hand, the smaller market size means that influencers may have limited reach and may need to collaborate with international brands to expand their opportunities.

Underlying macroeconomic factors: The growing popularity of influencer advertising in Portugal can also be attributed to the country's improving economic conditions. As the economy continues to recover, businesses are allocating more resources towards marketing and advertising. Influencer advertising offers a cost-effective and targeted approach, allowing brands to maximize their return on investment. In conclusion, the Influencer Advertising market in Portugal is thriving due to changing customer preferences, the rise of micro-influencers, and the diversification of influencer content. The country's small but engaged online community presents unique opportunities for brands, while the improving economic conditions contribute to the growth of the market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on influencer advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising fees paid directly to influencers to post sponsored content.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from independent databases, influencer marketing platforms, and third-party reports to analyze and estimate global influencer advertising spending. We start by researching on the average cost per content post on each social media platform, the number of influencers available on advertising platforms (breakdown by tier: nano, micro, macro, and mega), and the average number of posts per year. Then we estimate the market size for each country individually. We use relevant key market indicators and data from country-specific industry associations, such as GDP, social media users, and digital consumer spending. Lastly, we benchmark key countries or regions (global, United States, China, etc.) with external sources.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.