The number of followers no longer matters, virality wins the game
2025-08-31 13:07:56
TiranaPost
Influencer marketing is growing significantly in Albania, with budgets increasing every year and an increasing focus on authentic content creators.
According to the head of "Big Media Expert", the number of followers is no longer decisive; a viral post can exceed the existing audience many times over.
Tomi Kallanxhi says that the main sectors using this form of marketing are fashion & retail, personal care, and electronics, while new trends include the move to YouTube and collaborations with traditional televisions.
According to him, an influencer with 50-100 thousand followers can be paid around 1,500 euros for a Reel, while public figures reach six-month or annual contracts with payments that can go up to 5,000 euros per month.
"There has been a greater embrace of content creators compared to purely public figures. Audiences today are looking for content that is as real, tangible and that creates an emotional connection with them."
In this context, the number of followers no longer has the same importance as before. Whether with 2 thousand or 20 thousand followers, if a content creator makes a viral, informative or useful post, he can achieve a reach much higher than the number of his followers, often even greater than an influencer with 50 thousand followers.
However, for an influencer with over 100 thousand followers, the collaboration includes not only content, but also his personal image, which changes the dynamics of budget management," says Kallanxhi.
Source: Monitor magazine
