Bulgaria's influencer marketing ROI has steadily increased, reaching an average of €4.2 per euro invested in 2026. This growth reflects Bulgaria's expanding digital infrastructure and the rising influence of local content creators. Brands are increasingly leveraging influencers to connect with younger, tech-savvy audiences, driving higher engagement and conversion rates. The influencer community, with over 15,000 active creators, continues to grow as social media platforms gain popularity among Bulgarians.
The digital advertising sector now accounts for 28% of Bulgaria's total ad spend, with influencer marketing playing a crucial role. Engagement rates remain strong at around 4.8%, indicating authentic connections between influencers and followers. Overall, Bulgaria's €350 million investment demonstrates a strategic shift towards influencer-led campaigns, showing promising returns and highlighting the country's digital marketing maturity in 2026.