We often resort to surveys and statistics to be able to evaluate a situation, a perspective, a choice. The «cold» truth of numbers is a much more reliable ally than any subjective assumption no matter how thorough the latter.
And it is true that the numbers are sometimes so impressive that they do not leave much room for misinterpretation. This is true for example with the statistics published by the blog susurrus regarding the use of influencer marketing both globally and specifically for Greece.
Browsing through the most outstanding numbers, one can only be puzzled by by the fact that the expenditure for this kind of promotions has skyrocketed in the last five years from $ 1.7 billion in 2016 to $ 13.8 billion in 2021, while the forecast for 2022 reaches $ 15 billion. Respectively, in the Greek market, a growth of 80% in the industry is expected in 2021!
And while, both in Greece and abroad, Instagram is considered to be the privileged field for influencer marketing with the respective numbers exceeding 90%, it is impressive that according to the people of the market, the biggest difficulty is to find the right influencer who will make their campaign successful.
