More than half of brands have influencers as a central part of their communication strategy

Influencer marketing took a significant leap in 2025 as it began to occupy the center of brand strategies. After three years in which the percentage of companies that saw influencers as very important “ and a central part of the” strategy remained relatively stable, in the 40%, the index advanced significantly, reaching 52%. The data are from the survey “Come There at Creator Economy 2026”, from YouPix.

The study also points out that in 2025, 82% of brands began to consider influencer marketing important or very important and central to their communication strategy 2024, when this index was 76%. The movement consolidates a trend of continuous growth observed since 2017, when 67% of companies attributed this relevance to influencers.

For Fabio Goncalves, director of Brazilian and American talent at Viral Nation and an expert in the influence marketing market for more than a decade, this indicates a change in mentality, with fewer punctual actions and more structured long-term projects: “Today, the influencer participates in planning, creative construction and, often, in the brand strategy itself.It is not just about reach, but about relevance, consistency and cultural affinity. When well integrated, the creator becomes a strategic asset”.

Although this level of integration is not yet a consolidated practice in the market, Goncalves points out that brands that already bet on co-creation have been reaping superior results. According to him, collaboratively built campaigns tend to perform better than those based on plaster briefings, precisely because they respect the language, repertoire and trust relationship that the influencer has already established with his audience.“There are few companies that do this today, but those who understood the value of co-creation have already realized that the gains are more consistent and sustainable in the long term”.

In Fabio's opinion, this advance reflects a reorganization of the role of the influencer within the strategies of companies: “Brands are beginning to understand that the creator is no longer a support channel, but a direct link with highly engaged communities. Influencers build narratives, generate identification and translate values much more effectively than traditional institutional communication. Therefore, they have come to occupy the center of the strategy, and no longer the” periphery, he analyzes.

Growth is also linked to market maturity and the search for more tangible results. According to the agent, with the fragmentation of attention and the drop in efficiency of traditional formats, brands have begun to invest where there is real conversation, active listening and measurable impact.

In this new scenario, the demand for professionalization, clear metrics and longer-lasting relationships between brands and creators also grows. According to the expert, this movement requires greater preparation from both influencers and the agencies that represent them.

“Na Viral Nation, for example, we are structuring operations increasingly focused on long-term partnerships, data intelligence and creative development. The role of the agency is to ensure that the creator can scale its influence with sustainability, while brands have security, consistency and return. Influencer marketing has definitely entered the strategic agenda of companies. And this changes everything”, concludes Goncalves.

The complete research can be accessed at: https://members.youpix.com.br/vem-ai-2026-download?utm_medium=email&utm_campaign=vem_ai_resumao&utm_source=RD+Station.