Reach is dead.
Trust is the new currency in influencer marketing.
Influencer Marketing | Consumer Behavior | BUZZStore | Social Media | Digital Trends | CEE Markets
Written by United PartnersNot long ago, influencer marketing in Central and Eastern Europe was driven primarily by reach, intuition, and platform trends. Today, it is increasingly shaped by data, trust, and real consumer behavior.
In 2026, brands in Bulgaria and Romania operate in an environment where audiences are more selective, content is more saturated, and authenticity has become a key driver of success.
To better understand what truly drives effective influencer campaigns, United Partners analyzed the behavior of over 2,100 nano and micro influencers in Bulgaria and Romania at the end of 2025 through the BUZZStore Comparative Report 2025.
BUZZStore is the largest community of consumers and micro-influencers (BUZZers) in the region, who test real products and services in their everyday lives and share honest opinions - both on social media and in direct conversations with their networks.
United Partners is the exclusive representative of the platform in Bulgaria, giving us access not just to declared attitudes, but to real consumer behavior in a live influence environment.
With over 6,000 active participants in Bulgaria and more than 60,000 in Romania, the platform combines product testing, authentic content, and organic influence, turning everyday consumers into trusted brand advocates.
What the data shows
The data reveals something clear: influencer marketing is not driven by what most brands optimize for.
For example, 82.2% of BUZZers in Bulgaria and 77.33% in Romania apply for campaigns because of genuine interest in the product, not because of compensation.
At the same time, over 85% of participants say they would provide additional information about a product if asked, beyond the content they create.
This means that real influence happens beyond the post itself - in conversations, recommendations, and the trust built around the product.
When it comes to formats, there is a clear difference between the two markets. In Romania, Reels lead with over 62%, while in Bulgaria, Stories remain the dominant format at over 56%.
These differences are not just details. They show that what appears to be “best practice” does not work the same way across markets, and what we measure as success is not always what actually drives influence.
Most importantly, there is a fundamental gap between what generates engagement and what builds trust.
Why this matters
Focusing on reach, engagement, and format often overlooks the most important element - the relationship between product, person, and trust.
And that is where real influence actually happens.
From campaigns to systems of influence
At United Partners, we believe influencer marketing is entering a new phase - one where success is measured not by visibility, but by trust, relevance, and real impact.
Through BUZZStore, we combine data, technology, and strategic thinking to help brands build systems of influence, not just campaigns.
Download the full report
Exclusive data on how micro and nano influencers think, choose, and influence in Bulgaria and Romania.
Want to see how this works for your brand?
If you want to understand how your brand can come to life through the content of our BUZZers and turn into real influence - not just another campaign: