Nano-Influencers, Short Video & AI are boosting the Influencer Marketing
Kolsquare, a leading influencer marketing campaign management platform and a client of Byte PR Agency, has published its latest comprehensive Market Study Report, detailing the key trends defining the influencer marketing sector in 2025.
The report, based on data from over 1,000 brands and 10,000 influencers in Europe, highlights the market’s sustained growth, estimated to reach €6 to €8 billion this year. Key findings include the dominance of nano and micro-influencers for their authenticity, the critical need for transparency due to new regulations like the EU’s DSA, and the undisputed reign of short-form video on platforms like TikTok and Reels. Furthermore, AI-powered tools are now essential for precise influencer selection and ROI measurement.
In this complex landscape, PR agencies play a crucial role. They act as strategic partners for brands, leveraging these data-driven insights to craft authentic narratives, ensure campaign compliance with legal disclosure rules (#Publi, #AD), and manage relationships with creators, ultimately protecting brand reputation and maximizing the impact of influencer collaborations.
“This report validates the strategic shift we’re seeing,” said Claudio Bravo, Director of Byte PR Agency. “Influencer marketing is no longer just about reach; it’s about precision, authenticity, and trust. Our role has evolved to become architects of these campaigns, using data from platforms like Kolsquare to ensure every collaboration is measurable, compliant, and genuinely connects with the target audience, thereby safeguarding and elevating our clients’ brand reputation.”
The study also reveals a significant gender gap within Spain’s influencer market. While 73% of women manage their work autonomously (vs. 57% of men), a stark disparity exists in earnings: 43% of female creators earn under €500/month, nearly double the rate of male creators (22%).
This autonomy among female creators, however, does not translate into financial equity. The data suggests a systemic undervaluation of content created by women, despite often managing more aspects of their business and potentially fostering deeper community engagement. This disparity in the influencer marketing sector raises critical questions about how brands and agencies assign value to influencers and the unconscious biases that may influence collaboration budgets.
Furthermore, the report indicates that male creators are not only more likely to work full-time in the field but also to secure higher-paying partnerships. This points to a broader structural issue within the industry’s economy, where women face a glass ceiling that limits their professional growth and earning potential, mirroring challenges seen in other sectors. Addressing this gap requires a conscious effort from all players—brands, agencies, and platforms—to implement more equitable compensation models and auditing practices.
Download the full report here: https://www.kolsquare.com/en/free-ressources/voices-of-the-creator-economy-by-kolsquare-newtonx
