UK brands are setting the standard for diversity and compliance in influencer marketing across Europe, according to Kolsquare’s latest research for 2024. The report, produced in partnership with NewtonX, found that British brands are more likely than their European counterparts to prioritise diversity in campaigns and ensure that influencers adhere to industry regulations.
The survey, which gathered data from marketers across the UK, France, Germany, Italy, and Spain, reveals that 76% of UK brands require influencers to follow regulations. This compares with just 36% of brands in other European countries that rate ethical considerations highly. Meanwhile, 18% of UK brands place diversity as a priority when choosing influencers, well above the 12% European average.
Quentin Bordage, CEO and founder of Kolsquare, commented: “Ethics and responsibility are at the heart of influencer marketing, and it’s great to see the UK taking a leading role. Brands are placing extra importance on influencers who communicate responsibly and align with their values. There’s still room for growth in diversity, but the UK is ahead, and I expect this figure to rise further in 2025.”
The study provides key insights into how influencer marketing strategies vary across Europe. While UK brands stand out for their focus on compliance and diversity, other countries prioritise different aspects of the industry. German companies, for instance, spend the most on influencer marketing, with an average annual budget of €5.74 million (£848,661 in the UK). Despite this, 64% of UK marketers reported budget increases over the past year, with half expecting further growth in 2025.
One notable trend is the UK’s continued reliance on Facebook as a platform for influencer marketing. While Instagram dominates across Europe, with 89% of campaigns running on the platform, 72% of UK marketers continue to use Facebook regularly. This figure is significantly higher than in Germany (55%) and France (46%), where TikTok has gained more traction.
When it comes to campaign strategy, UK brands favour working with micro-influencers—those with 10,000 to 100,000 followers—at a rate of 81%, higher than the European average. The most common types of campaigns in the UK include sponsored posts (67%), affiliate marketing (53%), and gifting products (46%).
As influencer marketing grows in the UK, brands are becoming more selective. A third of companies expect to work with up to 100% more influencers in 2025, focusing on those who align with their values and avoiding those who have promoted controversial products.
The report also highlights key challenges in the industry. Measuring return on investment (ROI) is the top concern for 51% of UK brands, followed by balancing influencer freedom with brand control (42%). Despite these difficulties, 80% of UK marketers believe that influencers will continue to grow in importance.
With increasing budgets and a stronger focus on ethical behaviour, the influencer marketing landscape in the UK is set to evolve further, tightening regulations and driving more diversity in campaigns.