New research from CreatorIQ has revealed that investments in influencer marketing have increased by 171% compared to 2024, confirming that the sector has officially entered the so-called "era of effectiveness." According to the study, which surveyed 1,723 brands, agencies, and creators across 17 industries and 9 regions, 71% of organizations stated that they increased their investments in influencer marketing in the last year, largely by reallocating funds previously destined for traditional digital advertising. And the trend points to even greater expansion, as 73% of mid-sized companies and 85% of corporations say they plan to increase their investments in influencer marketing over 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 advertising with influencer strategies. On average, brands invest US$2.9 million annually in creator programs, while agencies allocate US$4.4 million. In large companies, this number rises to between US$5.6 and 8.1 million per year.
According to Fabio Gonçalves, director of Brazilian and North American talent at Viral Nation and an expert in influencer marketing for over ten years, the significant increase in investments is directly related to the maturity of the market and the demonstration of more solid results.
“We are living in a moment where influencer marketing has ceased to be an experimental gamble 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's why we see a consistent migration of budget from traditional media to Creator Marketing,” he explains.
Research from CreatorIQ also reinforces this perception: almost seven out of ten brands stated that they more than doubled the ROI (Return on Investment) of their campaigns with creators, with almost four out of ten reporting an ROI that more than tripled. The strategies that most boosted return include boosting creator content (39%) and sponsored posts with influencers (38%), while traditional gifting/seeding fell 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." Also according to CreatorIQ, leading companies in the sector have dedicated more than half (54%) of their marketing budgets to influencers. For Fabio, this data proves that the influencer market has reached a new level: that of efficiency and strategic responsibility.
“The sector has definitively entered the era of effectiveness. Today, success doesn't depend solely on reach or aesthetics: it depends on performance, measurement, and long-term relationships. Brands are more demanding, prioritizing creators who understand data, know their audience, and know how to generate real conversions. The influencer is no longer just a visibility channel—they are part of the business engine,” he explains.
Despite the increase in investments, the expert emphasizes that the moment demands preparation: “The numbers show growth, but they also make it clear that the market will require increasingly more professionalism. Creators who lack structure, strategy, and consistency may fall behind, because brands are investing more, but also demanding more. It's a natural maturation of the sector,” he concludes.
In this new scenario, the role of agencies becomes even more essential. According to Fabio, Viral Nation, a global leader in creator management and marketing, has already been adapting to meet this growing demand in a strategic and sustainable way. “At Viral Nation, we work to prepare creators for this new phase of the market, where results and authenticity go hand in hand. We develop the 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 professional ecosystem where brands, agencies, and creators grow together.”
The full research can be accessed at: https://www.creatoriq.com/white-papers/state-of-creator-marketing-trends-2026 .
