Our newsletterVendor reportDeloitte Digital, Mar 2026
Influencer marketing spend is up 72% in 2026
Budget allocation
72%
increase in influencer marketing spend
- Reader Note:
- This appears in the channel fragmentation trend section and reports a 72% increase in influencer marketing spend. The report does not state the comparison period, geography for this figure beyond the report's Europe focus, the source of the spend data, or whether the increase refers to one year or a longer period.
- Evidence:
- Expert judgment
- Vendor interest:
- High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Mixed undisclosed sources. Includes Deloitte's 2025 survey of 1,854 executives across EMEA for one AI finding, plus Deloitte CMO Survey 2025 and other Deloitte analysis; the overall report sample and methods are not fully disclosed.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Hearing how someone who knows the field reads it, and deciding what to check yourself.
Not for
- Anything that needs a measurement. Nobody counted or tested this.
- This was measured in one market. It may not hold where you are.
- The source never says how this number was measured.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- The source says how much it looked at, but not how any of it was chosen.
Related cards
Budget allocationIdea
IdeaNearly half of all marketers allocate nothing to consumer research in influencer marketing, and no one allocates more than 10%
Trend
Go deeper on this topic
Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.
Budget allocationTrend
In 2025, 71% of organizations increased influencer marketing investment year over year