In 2026, North Macedonia's influencer marketing landscape demonstrates considerable growth, reaching over 1.2 million social media users. Despite this expansion, the industry faces challenges with an estimated 18% of followers and engagement being fabricated through fake accounts, highlighting the need for improved verification processes. The average engagement rate remains healthy at 4.3%, indicating genuine audience interest in influencer content amid rising digital adoption.
Investment in influencer marketing has increased to around €6 million, reflecting growing trust in digital advertising channels. The presence of approximately 12,000 verified influencers signals a maturing ecosystem, yet the high fraud rate underscores the importance of transparency and authenticity. As brands seek more effective ways to connect with local audiences, combating influencer fraud becomes crucial for maintaining campaign integrity.