Investments in influencer marketing increase 171% compared to 2024, research shows

The new CreatorIQ survey revealed that investments in influencer marketing increased by 171% compared to 2024, confirming that the sector officially entered the so-called “era of effectiveness”. According to the study, which heard 1,723 brands, agencies and creators in 17 industries and 9 regions, 71% of organizations said they had increased their investments in influencer marketing in the last year and, largely, reallocating funds previously destined for traditional digital advertising. And the trend is an even greater expansion, since 73% of medium-sized companies and 851T of their companies claim to increase their marketing investments in the next five years.

The survey also shows that 64% of industry professionals said that budget increases came from paid or digital channels, reinforcing the trend of replacing traditional ads with influencer strategies. On average, brands invest US$ 2.9 million annually in creator programs, while agencies target US$ 4.4 million.In large companies, this number rises to between US$ 5.6 and 8.1 million per year.

According to Fabio Goncalves, director of Brazilian and American talent at Viral Nation and an expert in influencer marketing for more than ten years, the significant increase in investments is directly related to the maturity of the market and the evidence of more solid results.

“We are living a moment in which influencer marketing is no longer an experimental bet and has become a strategic discipline within companies. Brands have realized that when there is alignment between creator, audience and message, the return is measurable and real. That is why we see a consistent migration of funds from traditional media to Creator Marketing”, he explains.

CreatorIQ research also reinforces this perception: nearly seven out of ten brands said they more than doubled the ROI (Return on investment) of their campaigns with creators, with nearly four out of ten reporting a more than tripled ROI. Strategies that boosted return include content boost from creators (39%) and sponsored posts with influencers (38%), while traditional gifting/seeding has dropped to 20%.

Another highlight is the professionalization of the sector. According to the report, 59% of large brands and 57% of medium-sized brands already operate with centralized influencer structures, known as “Centers of Excellence”. According to CreatorIQ, leading companies in the sector have dedicated more than half (54%) of their marketing budgets to influencers. For Fabio, these data prove that the influence market has reached a new level: efficiency and strategic responsibility.

“O sector has definitely entered the era of effectiveness. Today, success does not depend only on reach or aesthetics: it depends on performance, measurement and long-term relationship. Brands are more demanding, prioritizing creators who understand data, know their audience and know how to generate real conversion. The influencer is no longer just a channel of visibility ”he is part of the business gear”, he explains.

Despite the high investment, the expert points out that the moment requires preparation: “The numbers show growth, but also make it clear that the market will require more and more professionalism. Creators who do not have structure, strategy and constancy can be left behind, because brands are investing more, but also charging more. It is a natural maturation of the” sector, he adds.

In this new scenario, the role of agencies becomes even more essential. According to Fabio, Viral Nation, which is a global reference in creator management and marketing, has already been adapting to meet this growing demand in a strategic and sustainable way.“Na Viral Nation, we work to prepare creators for this new phase of the market, in which result and authenticity go together. We develop personal branding of talents, structure commercial opportunities, offer data and performance support, and help our creators transform engagement into business. This is the future of influencer marketing: a sustainable, effective and professionalized ecosystem, where brands, agencies and creators grow together.

The complete research can be accessed at: https://www.creatoriq.com/white-papers/state-of-creator-marketing-trends-2026.