More than a third of UK brands expect to work with up to twice as many influencers by 202.

According to Kolsquare’s latest research on the European influencer marketing landscape, 50% of UK brands are also planning to increase their influencer marketing budgets next year.

While diversity wasn’t a major focus in most markets (UK, France, Germany, Italy, and Spain), UK brands (18%) ranked it as a higher priority compared to their European counterparts (12%).

UK brands are also strict about regulations, with 76% requiring influencers to follow industry guidelines, and 50% avoiding influencers linked to controversial products.

Kolsquare CEO Quentin Bordage said: “Ethics and responsibility is a topic close to our hearts at Kolsquare, and I was happy to see that the UK is placing extra importance on choosing influencers who not only align with their brand values but communicate in a responsible, considered way to their audiences.

“There is still work to be done when it comes to diversity. The UK came out top for this with 18% compared to the rest of Europe, and I expect to see these figures rise considerably in 2025.”

The report also noted that Instagram is the most widely used platform for influencer marketing in Europe, with 89% of brands utilising it regularly.

However, UK brands continue to favor Facebook as their second most popular platform, with 72% running campaigns there.