Radostina Hristova manages a network of over 1,100 nano- and micro-influencers in Bulgaria and is expanding it to neighboring Balkan countries with a circle of trusted agencies and representatives in influencer marketing. Radostna.com serves as the bridge between brands and content creators, focusing on authenticity and mutual trust. For another year, Radostina is an ambassador of the Balkan eCommerce Summit 2025, and in this role, she shares her views on the future of communications in eCommerce and the growing importance of influencers.

Your experience with the Balkan eCommerce Summit is impressive. How have the events so far influenced your approach to digital marketing?

The Balkan eCommerce Summit is a unique format, event, and platform that connects you with so many relevant businesses and partners that you simply have to be there. All the conversations, lectures, and exchanged ideas I hear during the summit are so valuable that I often change my services or create entirely new ones afterward to meet the needs of clients in Bulgaria and neighboring countries.

There, I not only hear about new trends in digital marketing and eCommerce but also meet the people who are already implementing them. I believe I am one of them.

How can Balkan businesses effectively integrate nano- and micro-influencers into their marketing strategies?

Balkan businesses, like those in the rest of the world, are already actively using the smallest content creators because they are authentic, have high engagement rates (ER), and are trusted by their audiences. They are more affordable, they work with selected brands that they believe in, and quickly produce videos, photos, recipes, or whatever the client needs. They can easily replace the work of a digital agency or stock photo banks. Look around, and you’ll see how quickly and easily you can have 20 nano- and micro-influencers for your brand.

What are the most common misconceptions about influencer marketing?

There are several key misconceptions businesses often have about influencer marketing:

1. Influencers don’t do anything.
   Many people believe influencers don’t bring real value to brand recognition or sales. This is wrong in every way. They do tremendous work by creating authentic content and engaging their audience.
2. Influencers are too expensive.
   Yes, there are influencers who may not fit every budget, but there are thousands of others who are affordable and can achieve great results for your brand and still fit in your budget
3. There are no influencers for my business.
   This is also a myth. There are influencers for every type of business – you just need to know where and how to look for them. It’s best to work with a specialist or agency to help in the selection process.
4. Agencies charge too much.
   Working with an agency is often seen as an expensive option, but it can be more cost-effective than wasting time and resources in the wrong direction. It all comes down to negotiation and the scope of work.

My advice to anyone starting out is to work with an agency. It will save you time and effort while providing the right influencers to contribute to your campaign’s success.

How will influencers transform eCommerce in the Balkans over the coming years?

In the Balkans, Bulgaria, and globally regarding influencers and content creators, I foresee the following trends:

• Increasing budgets will be allocated to digital marketing and influencers because they work.
• Content will become more expensive.
• Influencers will increasingly sign exclusive contracts. If you’re planning something significant with them, prepare to commit to at least a year – cosmetic brands are already signing deals for up to 10 years.
• LinkedIn will reveal the power of B2B opinion leaders, and I expect to see much more authentic content there instead of just reshares.
• Many businesses that never considered working with influencers – like logistics and fulfillment centers – will start doing so.
• More platforms for content automation will emerge, but they will always require robust account management.
• AI will assist in selecting influencers, creating content, and generating ideas, but authenticity and unpolished visuals, as mastered by TikTok, will remain vital.
• Affiliate programs will flourish with the right approach.
• Even if we see a withdrawal from or a decline in influencer followings, they will continue to complement any campaign in e-commerce, if not define it outright.

These are the main trends I see as key for the future of eCommerce and influencers.

With your extensive experience, which leadership qualities do you consider most important?

In e-commerce, as in any other field, leaders will always stand out for the following: the ability to make quick, situational decisions; the energy to inspire your team to pursue new and challenging ideas; and strong engagement with internal and external processes that directly impact their operations.

In conclusion, I would add that large, impactful projects in our region are so rare that any that emerge with a strong leader to convince us of their value must be supported. This is exactly how I see the Balkan eCommerce Summit 2025, with Nikola Ilchev at the helm.

Join the Future of eCommerce at the Balkan eCommerce Summit 2025

Radostina Hristova’s  vision for collaboration, innovation, and growth encapsulates the transformative potential of eCommerce in the Balkans. Leaders like him are driving the region toward new heights, offering inspiration and actionable insights for entrepreneurs.

📅 Don’t miss your chance to be part of this movement! Secure your tickets today and connect with visionaries like Radostina at the Balkan eCommerce Summit 2025. Visit balkanecommerce.com for more details.