Our 2026 State of Influencer Marketing survey, which captured responses from over 200 enterprise marketers, highlights how brands and agencies are investing in, strategizing, and measuring success in influencer marketing.

Report Highlights:

• Creator Content is Everywhere: 100% of marketers repurpose influencer content beyond the creator’s wall, with 81% saying it outperforms brand-created assets.
• ROI and Attribution Remain Key Challenges: 79% of marketers struggle to measure ROI, and 48% cite attribution as the biggest gap in their measurement.
• AI Adoption Grows: 74% of marketers use AI to generate ideas, write briefs, and streamline workflows, while 89% still avoid virtual influencers.
• Budgets Keep Rising: 62% of marketers are increasing influencer budgets in 2026, with 33% planning to spend more than $5M.
• Specialist Agencies Are in Demand: 49% of marketers now partner with specialist influencer agencies, with creative strategy being the top differentiator.

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