The 2026 State of Influencer Marketing Report

Benchmarks, budgets and platform shifts from 4,200 campaigns run across 30 countries.

Influencer marketing has moved from experimental line-item to a core growth channel for most consumer brands. Teams that treat it with the same rigor as paid media — clear briefs, measurable goals, and continuous optimization — consistently outperform those that don't.

ScrollCollab's platform data across thousands of campaigns shows a consistent pattern: campaigns that start with AI-assisted creator discovery and audience analysis see materially better cost-per-engagement than manual outreach alone.

The takeaway for marketing teams is simple. Build a repeatable process, lean on data for creator selection, and treat every campaign as an input to the next one.