Agencies are trying to keep pace with influencer marketing's evolution

In 2026, influencer marketing spending growth will slow to 8.4%. This slowdown is a natural consequence of industry maturation, rather than a decline in interest.

Brands are now integrating influencers into more traditional advertising channels like connected TV and out-of-home, illustrating a shift in how they leverage influencer content.

Influencers are diversifying their income sources into affiliate marketing, newsletters, and merchandise, which provides brands with a broader range of partnership opportunities.

With the evolution of influencer marketing into a more traditional media format, brands are now demanding clearer ROI metrics and better measurement tactics.

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