Influencer marketing statistics for 2026
Updated June 2026 · Every figure is attributed to a named source with a link.
Influencer marketing is now a roughly $32.6 billion global industry (Statista), and 86% of US marketers partnered with creators in 2025. The momentum is toward authentic, smaller creators and repurposed content: 69% of marketers say influencer-generated content outperforms brand-directed content, and about 76% of Instagram influencers have under 10,000 followers. Below are key influencer marketing statistics for 2026, each attributed to a named source.
Market & adoption
projected global influencer marketing industry value in 2025.
of US marketers partnered with influencers in 2025.
of brands and agencies allocate 40%+ of their marketing budget to influencer marketing.
Performance & ROI
of marketers say influencer-generated content outperforms brand-directed content.
of consumers make at least one influencer-inspired purchase per year.
of consumers say genuine reviews are the most effective influencer content.
Creators & content
of Instagram influencers have under 10,000 followers — nano and micro creators dominate.
of influencers prefer creating short-form video (15–30 seconds).
of marketers repurpose creator content in their paid ads.
Looking for more? See our marketing statistics hub or the full 2026 marketing statistics roundup.