Influencers as KPIs: In 2026, brands will demand marketing, not promises

Influencer marketing in Europe is currently in a consolidation phase. According to the latest report from Kolsquare, the sector has moved beyond its experimental stage and has now become a fundamental tool in marketing strategy.

Today, companies no longer collaborate with content creators merely to “be present” on social media; they now seek tangible results. These include measurable impact, lasting relationships and a solid positioning in an increasingly competitive and saturated environment, which makes strategy more important than ever.

The dominant trend is moving in a single direction, with more investment, greater professionalisation and a long-term vision. All signs indicate that 2026 will mark a point of maturity for the industry. This will be driven by the expansion of content amplified through paid media to reach wider audiences, the growth of user-generated content (UGC) — videos and photos created by ordinary users — and the need for more rigorous performance measurement structures.

Expanding budgets and new investment priorities

The average investment in influencer marketing reaches 175,000 euros, but one in ten advertisers already exceeds one million annually. The forecast for 2026 is decidedly positive. Seventy-four percent of professionals expect to increase their budget, especially in Italy, Spain and the UK. More than half anticipate increases of over ten percent, and a significant minority foresees rises exceeding 50 percent.

This growth is not only quantitative but also qualitative. Marketing departments plan to direct a large part of their investment towards three strategic areas: long-term partnerships, user-generated content and amplification through paid media. In contrast, affiliate marketing is losing relevance. This signals a shift in the sector towards prioritising deeper, more consistent relationships with creators over purely transactional models.

Influence is being integrated into global brand strategy

Forty-nine percent of brands now directly link influencer work with their communication and public relations departments; almost half incorporate creator content into their paid campaigns. This demonstrates a structural shift where influencers are no longer a resource for one-off impacts. Instead, they function as a constant reinforcement within the brands' narrative ecosystem.

The use of technological tools also continues to increase, albeit at different rates depending on the market. Thirty-nine percent of companies and agencies use specialised platforms for discovery, audience analysis and reporting, with France and Italy leading the way. Germany is progressing more slowly, continuing to rely on in-house teams without systematic data-driven support.

More creators, better relationships and more sophisticated formats

Expanding creator networks is a clear trend. Three out of four brands increased the number of influencers they worked with over the last year, and 75 percent plan to do so again in 2026. However, this growth coexists with a more selective approach. Six out of ten brands collaborate with fewer than 100 influencers per year, suggesting deeper relationships and greater strategic planning.

Regarding formats, co-creation is emerging as the most significant model in Europe. Authentic, collaborative content aligned with brand values is gaining ground over more tactical actions like gifting, which is becoming less prominent. Short-form videos and UGC amplified through paid advertising are becoming the most effective tools for capturing attention and driving performance.

A more rigorous approach to performance and measurement

Interaction metrics — particularly engagement rate and reach — remain the most widely used. However, there is growing interest in conversion and efficiency metrics, such as ROI, CPA or lead generation. Countries like Italy and the Nordics are adopting a more analytical approach, while France and Spain rely more on visibility and affinity indicators.

Measuring ROI continues to be a challenge, but it is no longer the main one. The operational focus is shifting to issues such as rising fees, a lack of reliable data and friction with representatives, which complicate managing campaigns at scale. This change reflects a natural evolution. The industry is no longer debating the channel's effectiveness but rather the need to optimise processes.

Ethics, responsibility and professionalisation of the sector

The ethical framework is becoming a decisive factor. Two-thirds of marketing professionals demand strict regulatory compliance. More than half value transparency and alignment with corporate values. Twenty-five percent consider it essential for influencers to take clear stances against harassment and discrimination, a concern particularly prominent in Spain and France.

The industry also demands greater clarity on fees, more detailed contracts and tools to verify pricing and audience quality. Standardisation is seen as a necessary path to reduce opacity and foster a more professional market. This is occurring in a context marked by the professionalisation of the role itself and the “tightening” of regulations to curb undisclosed advertising.

Towards 2026

As detailed in the report, the future of influencer marketing in Europe is structured around five key vectors: the dominance of short-form video; full integration with paid media; collaboration with authentic creators; expanded use of AI; and the consolidation of always-on models.

Brands are seeking influencers who offer credibility, continuity and the ability to generate impact beyond numerical reach.

This article was translated to English using an AI tool.

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