Key Findings from CreatorIQ Influencer Marketing Survey 2025-2026

This report presents key findings from CreatorIQ’s sixth annual influencer marketing survey, focusing on the state of creator marketing for 2025-2026. The survey, conducted in partnership with Sapio Research, involved 1,723 respondents from brands, agencies, and creators across various industries and regions. The report outlines significant shifts in the marketing landscape, emphasizing the increasing investment in influencer marketing despite economic challenges. It highlights that organizations are reallocating budgets from traditional digital and paid channels to influencer marketing, with average annual spending reported at $2.9 million for brands and $4.4 million for agencies. The findings indicate a growing confidence in creator marketing as a flexible and effective strategy to achieve business outcomes. Additionally, the report discusses the challenges faced by organizations, including the need for operational excellence and the importance of measuring program performance amidst evolving consumer behaviors and technological advancements.