By 2026, Instagram remains the dominant platform for influencer marketing in Bhutan, with 78% of influencers favoring it. Social media penetration has increased to 62%, reflecting growing digital engagement among the Bhutanese population. Influencers typically achieve an engagement rate of 4.8%, making influencer collaborations a valuable marketing channel for local brands. The influencer marketing industry is estimated to be worth approximately 150 million Bhutan Nu, indicating robust growth.
The influencer follower base has expanded to 1.2 million, driven by rising smartphone adoption and improved internet infrastructure. As digital literacy increases, brands are investing more in influencer marketing, with a focus on authenticity and community engagement. The landscape suggests a maturing influencer ecosystem that plays a vital role in local advertising, especially in tourism, fashion, and wellness sectors, aligning with Bhutan's digital development goals.