The Role of Local Influencers in Kosovo and Their Impact Compared to Global Trends
Influencer marketing is a big deal everywhere, and Kosovo is no exception. As more people in Kosovo spend time online, local influencers are stepping up as trendsetters, opinion leaders, and product promoters. But how much impact do they really have? We ran a survey to dig into how Kosovars engage with these influencers and compared our findings to global trends.
How Big Are Influencers in Kosovo?
First, we wanted to see if people in Kosovo are even interested in following local influencers. The answer? Yes and no. About 58.5% of our respondents said they follow at least one local influencer, which shows there’s definitely some buzz around these personalities. But, on the other hand, 41.5% said they don’t follow any influencers at all—so while influencer culture is growing, it hasn’t fully taken over yet.
Globally, influencer followings are pretty high, with studies showing that around 60-70% of internet users keep up with some kind of influencer content. Kosovo’s numbers are close, but that 41.5% who aren’t following anyone is a reminder that this scene still has room to grow compared to more saturated markets.
When we asked people who their favorite influencers are, beauty, fashion, and lifestyle influencers dominate Kosovo’s scene—similar to what’s trending worldwide.
The Skepticism Around Influencers
Let’s be real—not everyone’s a fan. Our survey found some strong negative opinions, with comments like “No, influencers don’t add value!” or calling the whole thing a “scam for personal gain.” This skepticism isn’t just a local thing—it’s happening everywhere. Globally, people are becoming more cautious, especially as they see more paid promotions and question how genuine influencers really are. In fact, about 50% of global consumers say they don’t fully trust influencers, which is pretty close to the vibe we’re getting from Kosovo.
How Often Do People Engage with Influencers?
When engaging with influencer content, the levels are all over the place. In Kosovo, only 16.9% of people regularly interact with influencer posts, 46.2% engage occasionally, and 30.8% rarely do. Around 6.2% don’t engage at all.
Globally, the numbers are similar, with about 20-25% of people engaging regularly. Kosovo’s slightly lower regular engagement suggests that while people follow influencers, not everyone is hooked enough to be super active. However, that higher “occasional engagement” shows that influencers are at least on people’s radars, even if they’re not driving constant interaction.
Do Influencers Drive Sales?
One of the big questions in influencer marketing is whether they get people to buy stuff. In Kosovo, our survey shows that 49.2% of respondents have made a purchase based on an influencer’s recommendation, while 50.8% haven’t. This split mirrors global trends, where around 50-60% of people say they’ve bought something because of an influencer.
What’s interesting here is that while influencer marketing works for some, it’s not a surefire way to boost sales. This is true both in Kosovo and worldwide—getting followers to actually become customers remains a tricky balance.
What Do People Look for in Influencers?
We also wanted to know what qualities make someone worth following. Here’s what Kosovars said they value most:
Originality was the top quality, with 66.2% of people highlighting it.
Trustworthiness and content quality were tied at 47.7%.
Shared values and interests mattered to 41.5% of respondents.
Globally, these same traits top the list, but relatability usually ranks higher. Interestingly, in Kosovo, only 6.2% said relatability was important, showing that people here might prefer influencers who stand out rather than just mirror their everyday lives. Another small group (1.5%) only trusts influencers who promote products without paid contracts, hinting at a desire for more genuine recommendations.
Wrapping It Up: Kosovo’s Influencers in a Global Context
Our survey shows that Kosovo’s influencer scene is on the rise and shares a lot in common with global trends, but with a few unique twists. While many people follow and engage with local influencers, there’s still a large group that’s skeptical or uninterested. For brands, this means focusing on authenticity and delivering content that really connects with people is key—just like it is globally.
As Kosovo’s digital world continues to expand, it’ll be interesting to see how local influencers grow their influence and whether they can fully tap into the potential that’s already well-established in bigger markets. We’ll be watching to see what comes next!
