3 Baltic countries – 3 different influencer marketing ecosystems
From the moment we founded Influenceriai.lt, we knew that ambitious clients wouldn’t allow us to limit ourselves to projects in Lithuania alone. That’s why we immediately took a step no one else had taken before—we began offering influencer marketing services across Lithuania, Latvia, and Estonia.
Now, having delivered dozens of international projects, we’re confident that calling these countries a single, unified market would be too bold. Even though the three neighboring states are so small that they could easily fit within the area of, say, Germany, the influencer markets in each of them are different—and that’s what motivates us to keep searching for new formulas for success. The insights that help us uncover those formulas are the ones we’re about to share with you.
What do we know about influencer marketing in the Baltic states?
It’s obvious that the size of influencer communities in neighboring countries differs, as do the topics social media stars choose to talk about. However, we should emphasize that there are plenty of similarities across these markets too—after all, Lithuania, Latvia, and Estonia constantly engage in friendly competition (sometimes even through rap battles) and learn from one another.
For example, in all three countries we see the dominance of organic content and nano- and micro-influencers. Scrolling through Lithuanian, Latvian, or Estonian feeds, you’ll find plenty of “spend a day with me” content, photo carousels from the past week, and other minimally staged formats.
Another shared trend is that influencers across all Baltic states are moving their content to TikTok. And for good reason: the platform continues to grow and often outperforms Instagram in terms of engagement. Why does this matter? Engagement is especially valued by clients and advertisers, so many are eager to tap into the higher levels of audience interaction.
Across all three countries, we’re also seeing a trend we’ve discussed before—the return of influencers to real life. As a result, we increasingly work with integrations that break format boundaries throughout the Baltic region.
What have we managed to achieve?
We haven’t yet put all of our international projects into words, but we’ve already shared several successful cases. They prove that cross-border influencer marketing works just as well for product launches as it does for building audience loyalty—and that’s exactly what we’ll talk about here.
The award-recognized launch of L’Oréal Panorama mascara in Lithuania, Latvia, and Estonia
An intensive campaign across all Baltic states helped the new Panorama mascara become the second most popular mascara in the Baltics, while the implemented communication actions were nominated for the Password Awards. Self-love, success, and confidence—these values were successfully communicated to a broad audience by Baltic influencers.
Influencers’ trip to Coachella with Douglas
“More than we could have expected” perfectly describes the results of the Baltic influencers’ trip to the Coachella festival. Invited to one of the world’s biggest music festivals and gifted with personalized presents, influencers generously shared their festival moments—ending the Douglas campaign with excellent reach and engagement results.
The debut of vegan KitKat in the Baltics
4 Lithuanians, 2 Latvians, and 2 Estonians became the faces of the new vegan KitKat bar, while an additional 22 influencers received KitKat gifts and openly shared the news with their followers. The result speaks for itself—nearly 400,000 social media users noticed the new vegan dessert.
Skin Logic launch in Lithuania and Latvia
Skin Logic invited women in Lithuania and Latvia to express self-love—and we selected 11 influencers to amplify this message. Campaign content was seen 778,000 times, and Skin Logic products became synonymous with self-compliments.
Even universally recognized brands can fade or be overtaken by younger, flashier competitors—but not Jacobs coffee. Celebrating its 125th anniversary, Jacobs invited 12 influencers across the Baltic states to travel through time, reaching 305,000 users. After evaluating effectiveness and ROI, we adapted different strategies for each market: in Lithuania, we integrated the anniversary into podcasts and Instagram Reels, while in Latvia and Estonia we focused on Instagram carousel posts.
Huawei ambassadors in the Baltics
Not quantity, but the quality of long-term collaboration—that’s the principle behind our ambassadorship programs. As a result, Huawei has just four ambassadors across the Baltics, each of them strong and genuinely representing the brand. In Lithuania, Huawei is represented by designer Robertas Kalinkinas; in Latvia, by rapper Eduards Gorbunovs and actress Ieva Florence-Viksne; and in Estonia, by stylist Ženja Fokin.
For Valentine’s Day, Orbit invited us to discover influencer couples in Lithuania, Latvia, and Estonia who embody authentic, loving relationships. Social media content and outdoor advertising in February were filled with bright smiles and personal love stories. The two-year campaign reached 451,000 users and contributed to shaping Orbit’s brand image.
Burn summer pleasures and prizes
Burn energy drink stands for adventure-filled time with friends. This message was communicated across the Baltics by influencers in Lithuania, Latvia, and Estonia, who invited followers not only to enjoy summer but also to win a FIAT 500. The sales-driven campaign delivered strong results, with measured audience engagement reaching 8.59%.
