What is the projected influencer marketing spend for 2026?

87% of marketers plan to maintain or increase their influencer marketing spend in 2026.

What are the biggest challenges in influencer marketing for marketers?

The biggest challenges for marketers are KPIs and reporting (33%) and integration with wider marketing efforts (30%).

How are marketers looking to improve their influencer marketing strategy?

Marketers are planning to rethink their approach, with 45% aiming to strengthen collaboration with micro-influencers.

Home / Business and Economy / Influencer Marketing Matures: 87% Boost Expected

Influencer Marketing Matures: 87% Boost Expected

5 Feb

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Summary

87% of marketers plan to maintain or increase influencer spending in 2026.
KPIs and reporting are the top challenge for 33% of marketers.
45% of marketers need to strengthen collaboration with micro-influencers.

Influencer Marketing Matures: 87% Boost Expected

Data indicates that influencer marketing has evolved from an experimental tactic to a core component of brand strategy. A significant 87% of global CMOs surveyed intend to maintain or increase their investment in this channel for 2026, highlighting its resilience amidst budget pressures.

However, this growing investment comes with heightened expectations for measurable results. A substantial 33% of marketers identify KPIs and reporting as their primary obstacle. Furthermore, 30% are concerned about integrating influencer activities effectively with broader marketing and social media efforts.

Marketers recognize the need for strategic enhancements, with 28% considering a complete overhaul of their approach. Strengthening collaboration with micro-influencers is a priority for 45% of respondents. Over half of CMOs also highlight the need for improved data integration, citing unclear ROI and data inconsistencies as major barriers.