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Influencer Marketing Matures: 87% Boost Expected
5 Feb
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.
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.
Encouragingly, 64% of marketers report that influencer marketing is already aligned with their social media strategies. Experts emphasize that as influencer marketing becomes more integrated across social, commerce, and culture, it must be evaluated using the same rigorous standards as established marketing disciplines. Measurement, integration, and accountability are therefore critical priorities for 2026.
