Is influencer marketing still growing?

Yes. Influencer marketing has grown into a multi-billion-dollar global industry and continues to expand year over year, with budgets shifting toward short-form video and creator-led content. Brands keep increasing spend because the channel consistently delivers engagement and trust that traditional advertising struggles to match.

Which platform is best for influencer marketing?

It depends on your audience and goals. Short-form video on TikTok, Instagram Reels and YouTube Shorts drives the most reach and discovery today, Instagram remains strong for lifestyle and commerce, and YouTube leads for in-depth reviews and long-term search value. The best platform is wherever your customer actually spends their attention.

Do micro-influencers really get better engagement?

Generally, yes. Smaller creators tend to have higher engagement rates and more trust with their audiences than mega-influencers, which is why many brands spread budget across several micro-influencers rather than one large account. They're also more cost-effective, making them a popular choice for testing and for niche targeting.

Industry Data

Influencer Marketing Statistics & Trends

The numbers that explain why brands keep investing in creators — and where the market is heading.

Numbers cut through the hype. Below are the trends that matter most for brands planning influencer marketing in 2026 — and what each one means for your strategy. For the fundamentals behind the data, see our complete influencer marketing guide.

The market keeps growing

Influencer marketing is now a core line item in most marketing budgets, not an experiment. Global spend has climbed into the tens of billions of dollars and continues to grow each year, with the fastest growth in short-form video and creator-led content. The takeaway: this isn't a fad you can afford to sit out.

Short-form video leads discovery

TikTok, Instagram Reels and YouTube Shorts dominate how new audiences discover brands through creators. If awareness is your goal, short-form video is where attention — and the most efficient reach — lives today. Plan deliverables around video first.

Smaller creators, stronger engagement

Engagement rates tend to fall as follower counts rise. Nano and micro creators routinely outperform mega-influencers on engagement and trust, which is why brands increasingly spread budget across several smaller creators instead of betting on one large name. It's often cheaper and more effective — explore hiring micro-influencers.

ROI depends on fit and measurement

The brands that report the strongest returns are the ones that match creators tightly to their audience and measure against a single, clear goal. Influencer marketing can deliver strong ROI, but the average hides huge variance — targeting and tracking are what separate winners from wasted spend.

Authenticity beats polish

Audiences increasingly reward content that feels real over content that feels like an ad. Over-scripted partnerships underperform; creator-led, native content wins. This is also why UGC creators have become so valuable — they produce authentic content brands can own and scale.

What it means for your budget

The data points to a clear playbook: prioritise short-form video, work with several well-matched smaller creators, keep content authentic, and measure ruthlessly. To turn that into numbers, see our pricing guide, then plan your campaign step by step.