Montenegro's influencer marketing landscape in 2026 faces ongoing challenges with fraud, as approximately 12.5% of followers are suspected to be fake. Despite this, influencer marketing remains a vital part of digital advertising, with a total budget of €2.8 million invested across various sectors such as tourism and retail. Efforts to verify influencer authenticity are increasing, with over 1,150 influencers verified for genuine engagement.
The high fake follower detection rate of 78% indicates a pressing need for stricter verification processes. Brands are becoming more cautious, prioritizing verified influencers to ensure ROI. As Montenegro's digital maturity grows, the focus on transparency and authenticity in influencer campaigns is expected to improve, fostering more trustworthy marketing practices in the country’s evolving digital economy.