Influencer Marketing Spend 2026: Key Statistics for 2026
Influencer marketing budgets have grown substantially as brands formalize their creator partnerships. These statistics reveal how organizations invest in influencer marketing programs.
Key Statistics
Global influencer marketing spend reached $24 billion, up 29% year-over-year
Source: Influencer Marketing Hub (2025)
Audit your marketing freeTikTok captures 38% of influencer marketing budgets, surpassing Instagram at 34%
Source: Influencer Marketing Hub (2024)
Audit your marketing freeMicro-influencers receive 45% of total influencer budgets, up from 32% two years ago
Source: Later (2025)
Audit your marketing freeThe average cost per sponsored Instagram post is $1,170 for 100K followers
Source: Influencer Marketing Hub (2024)
Audit your marketing free71% of brands have a dedicated influencer marketing budget line item
Source: HubSpot (2025)
Audit your marketing freeAlways-on influencer programs represent 52% of total influencer spend versus campaign-based
Source: Grin (2024)
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Key Takeaway
Influencer marketing budgets are shifting toward TikTok, micro-influencers, and always-on programs. The formalization of influencer marketing with dedicated budgets signals its maturation from experimental to core marketing channel.
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