Traditional formats are where teams plan to cut: physical ads 23%, direct mail 22%, print 21%

Budget allocation

Reader Note:: Self-reported. These are stated intentions for 2026 recorded in September 2025, not decisions taken, and each percentage is the share planning a cut - the report does not say how deep the cuts are or what share plans to increase the same line. Read alongside the same report's finding that 29% of teams that diversified called moving INTO traditional media their most effective change: the two point in opposite directions.
Evidence:: Stated intention
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: HubSpot surveyed 1,505 marketers in September 2025 across North America, Europe, Asia and Australia, spanning seniority levels and industries; fieldwork run in collaboration with the research firm Datalily. The report does not disclose how the sample splits by region, industry or seniority, so every published figure is a single global average. It does report cuts by company size - small business, mid-market and enterprise.

Good for

Reading the mood, and deciding what to test yourself.

Predicting what people will actually do. Intentions and behaviour come apart.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
The source says how much it looked at, but not how any of it was chosen.

Nearly half of all marketers allocate nothing to consumer research in influencer marketing, and no one allocates more than 10%

Share of respondents by % of influencer budget allocated to consumer research and analytics before campaign execution
Budget allocation range	Share of respondents (%)
0% (no dedicated research budget)	48%
1-5%	35%
5-10%	19%
10-15%	0%
More than 15%	0%

TikTok and Instagram creator video pricing varies significantly, with Instagram typically being the pricier channel by follower tier

Sponsored video price range by influencer follower count, TikTok vs Instagram Reels
Influencer follower count	TikTok video pricing low (USD)	TikTok video pricing high (USD)
1K - 10K	$50	$200
10K - 100K	$200	$1,000
100K - 500K	$1,000	$5,000
500K - 1M	$5,000	$10,000
> 1 Million	$10,000	—

61%

of marketers plan to increase their investment in creator content in 2026

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

Typical macro influencer campaigns cost $8,000 to $25,000, while nano campaigns cost $400 to $1,200

Enterprise advertisers put 63.7% of their monthly Meta spend behind winning ads, against 23.0% at micro advertisers

Meta ads: share of monthly spend going to winners, mid-range and losers, by advertiser size (%)
Advertiser size	Losers (%)	Mid-range (%)	Winners (%)
Micro (<$10K)	31.5%	45.6%	23%
Small ($10K-$50K)	25.7%	39.7%	34.6%
Medium ($50K-200K)	18.6%	28.1%	53.3%
Large ($200K-1M)	17.1%	26.4%	56.5%
Enterprise ($1M+)	13.8%	22.4%	63.7%

71%

of organizations said their influencer marketing investment increased year over year