Do you see how Instagram keeps suggesting posts from people you don't know, but their advice is so good that you save it? These are influencers, and you're probably already buying the products they recommend without even realizing it.
As an agency that has been working with influencers on the Croatian market for years, we know that many entrepreneurs still don't understand how powerful influencer marketing is. That's why we'll explain everything you need to know.
Who are influencers really?
Influencers are people who have built credibility and a trusting audience on social media. It's not just the number of followers they have – it's a relationship of trust they have built over years of sharing content.
You might think that these are just pretty girls advertising makeup, but the reality is much broader. Influencers can be:
Experts in your industry – a dentist who explains dental hygiene on TikTok has more followers than many clinics have patients
Local personalities – a radio host from Rijeka who recommends a restaurant can double its number of guests in one week
Ordinary people with skill – a mother from Split who shares advice on raising children has more influence than many professional articles
This is no coincidence. People trust people, not advertisements.
Why influencer marketing works better than traditional advertising
When you see an ad on TV, you know someone paid for you to see it. When your favorite YouTuber genuinely recommends a product, it feels like advice from a friend.
In our practice, we've seen incredible results. One of our tourism clients organized a collaboration with Croatian travel bloggers instead of buying expensive Google ad campaigns. The result? He reduced costs by 60% and increased the number of reservations by 85%.
Another example: a local gym in Zadar hired a fitness influencer with 15,000 followers instead of spending money on pamphlets. In three months, the number of new members increased by 40%.
Types of influencers and how to choose the right one
Mega influencers (1+ million followers)
These are famous people like Seva Vučković or Nina Skitarelic. They are expensive, but they have a huge reach. They are rarely worth it for small businesses.
Macro influencers (100,000 – 1 million)
These are professional content creators. They have a good reach but still maintain a personal connection with the audience. Ideal for larger campaigns.
Micro influencers (1,000 – 100,000)
Our favorites for most clients. They have loyal followings and often outperform mega influencers. A local fitness trainer with 8,000 followers can be more valuable than a celebrity with a million followers if you’re targeting a local audience.
Nano influencers (less than 1,000)
Ordinary people with a small but active circle of friends. Great for local businesses and specialty products.
Practical tips for starting influencer marketing
Start locally and small
You don't have to call the biggest influencers right away. Look for people in your industry or local area who already follow your business or similar brands.
For social media marketing it is important to find those who actually use your services or products.
Focus on authenticity, not numbers
It's better to work with an influencer who genuinely loves your product than with one who has a lot of followers but has never used it. Our audience feels that.
Give freedom to creatives
The worst campaigns happen when brands control the content too much. Influencers know best what their audience wants to see. Give them guidance, but let them be creative.
Measure the right indicators
The number of likes doesn't matter. Follow:
- How many people visited your website from that post
- How many purchase decisions were made
- How many new followers did you gain?
- What is the level? user involvement
How to find the right influencers
Look for people who share content in Croatian and understand the local culture. Follow hashtags from your industry (#zagrebeats for restaurants, #hrvatskamoda for fashion brands).
Before collaborating, check if their followers are real, what the tone of their posts is, and how they respond to criticism in the comments.
How much does influencer marketing cost?
Micro influencers usually charge €50-100 per post, macro influencers €100-1,000, and mega influencers €1,000+. The best return on investment is provided by long-term collaborations instead of one-off releases.
Typical mistakes and the future
Biggest mistakes: focusing only on the number of followers instead of engagement, inconsistency in communication, and too high expectations from the first collaboration. All paid content must be marked as advertising according to Croatian law.
Influencer marketing in Croatia is growing, and trends show a greater focus on video content and long-term partnerships instead of one-off campaigns.
Your next step
Influencer marketing is not a trend that will pass. It's a new way for brands to communicate with consumers. The earlier you start, the easier it will be to find quality partners.
Start with small experiments. Contact local influencers in your industry, offer them your product or service in exchange for an honest review.
Need help planning an influencer campaign? Contact us for free SEO analysis and discover how influencer marketing can become part of your overall digital strategy.
