Influencer marketing in Europe is currently experiencing a period of consolidation. According to the latest report from influencer marketing platform Kolsquare, the sector has finally left its experimental phase behind and has become a fundamental tool of marketing strategy.
Today, companies no longer work with content creators just to “be present” on social media. You want to achieve tangible results – including measurable impact, lasting relationships and solid positioning in an increasingly competitive and saturated environment. This makes strategy increasingly important.
The prevailing trend is moving in one direction: more investment, more professionalization and a long-term vision. Everything indicates that 2026 will mark a maturity point for the industry. This is driven by the expansion of content through Paid media be amplified to reach a wider audience. Added to this is the growth of UGC – videos and photos created by users – and the need for stricter performance measurement structures.
Growing budgets and new investment priorities
The average investment in influencer marketing is 175,000 euros. However, one in ten advertisers already exceeds the one million euro mark annually. The forecast for 2026 is extremely positive: 74 percent of professionals expect their budgets to increase, especially in Italy, Spain and the United Kingdom. More than half expect increases of over ten percent, while a relevant minority expects increases of over 50 percent.
The growth is not only quantitative, but also qualitative. Marketing departments plan to direct the majority of their investments towards three strategic areas: long-term partnerships, user-generated content, and amplification Paid media. In contrast, affiliate marketing is becoming less important. This shows that deeper and more lasting relationships with creators are more prioritized than purely transactional models.
Influence in global brand strategy
49 percent of brands already link influencer work directly with their communications and PR areas. Almost half include content from creators in their paid campaigns. This illustrates a structural change: influencers no longer just serve as a resource for selective impulses, but rather act as constant reinforcement within the brands’ narrative ecosystem.
The use of technological tools also continues to increase, although at an uneven pace depending on the market. 39 percent of companies and agencies use specialized platforms for discovery, target group analysis and reporting. France and Italy are taking a pioneering role in this. Germany, on the other hand, is making slower progress and continues to rely on internal teams without systematic, data-driven support.
More creators, better relationships and more sophisticated formats
The expansion of creator networks is a clear trend. Three out of four brands increased the number of influencers they worked with in the last year. 75 percent plan to do this again in 2026. However, this growth comes with a more selective dynamic: six out of ten brands work with fewer than 100 influencers per year. This suggests deeper relationships and stronger strategic planning.
In terms of formats, co-creation positions itself as the most relevant modality in Europe. Authentic, collaborative content that aligns with brand values wins over more tactical actions like Giftingwhich is losing importance, is increasingly gaining ground. Short videos and UGC boosted by paid advertising are becoming the most effective tools to generate attention and drive results.
More rigorous performance measurement
Interaction metrics – particularly engagement rate and reach – remain the most commonly used. But interest in conversion and efficiency metrics such as return on investment (ROI), cost per acquisition (CPA) or lead generation is growing. Countries like Italy and the Nordic countries take a more analytical approach, while France and Spain rely more heavily on visibility and affinity indicators.
Measuring ROI remains a challenge, but is no longer the primary focus. The operational focus is increasingly on rising fees, a lack of reliable data and friction in management. These factors make managing campaigns at scale difficult. This change reflects a natural evolution: the industry is no longer discussing the effectiveness of the channel, but rather the need to optimize processes.
Ethics, responsibility and professionalization
The ethical framework is establishing itself as a decisive factor. Two-thirds of marketers demand strict compliance with regulations. More than half value transparency and consistency with company values. 25 percent believe it is essential that influencers take clear positions against harassment and discrimination – a concern that is particularly pronounced in Spain and France.
The industry also demands more clarity regarding fees, more detailed contracts and tools that enable prices and the quality of target groups to be checked. Standardization is seen as a necessary step to reduce opacity and promote a more professional market. This is happening against the background of the professionalization of the profession and the stricter regulations to curb surreptitious advertising.
Outlook for 2026
The future of influencer marketing in Europe can be outlined in five vectors: Dominance of short videos, full integration with Paid mediacollaboration with authentic creators, expanded use of artificial intelligence (AI) and the consolidation of “always-on” models.
Brands are looking for influencers who have credibility, continuity and the ability to achieve impact beyond just reach.
- Influencer marketing in Europe is consolidating as a fundamental and professional strategy with a significant increase in investments and a focus on tangible results and long-term relationships.
- Brands integrate influencer content into their global strategies, prioritizing co-creation, user-generated content (UGC) and paid media amplification for more solid positioning.
- The industry is moving toward greater professionalization and ethics, demanding transparency, compliance, and stricter performance measurement as it seeks authentic creators and advanced technological tools.
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