The Pulse of Influencer Marketing in Bulgaria 2024

Since its launch in 2022 by MSL Sofia and Pragmatica, The Pulse of Influencer Marketing in Bulgaria has become the leading authority on the industry. Now in its third year, the 2024 report offers the most in-depth analysis yet, providing valuable insights into the perspectives of brands, influencers, and consumers.

This year’s findings highlight key trends, including the rise of AI-generated influencer content, met with skepticism by consumers who still prioritize authenticity. The report also reinforces ongoing shifts—such as the growing professionalization of influencers and the urgent need for ethical standards in a largely unregulated market.

As the only 360-degree thought-leadership study of its kind, this report is more than just research—it’s a call to action. It challenges brands, agencies, and influencers to set higher standards, introduce ethical guidelines, and work toward clearer regulations, shaping a more credible and impactful future for influencer marketing in Bulgaria.