Our newsletterIndustry surveyInfluencer Strategists, 4 May 2026
Budget constraints are most often cited as the barrier to more precise influencer targeting
Budget allocation
Biggest barrier preventing more precise consumer-targeted influencer marketing (% of respondents)
Biggest barrier preventing more precise consumer-targeted influencer marketing (% of respondents)| Barrier | Share (%) |
|---|---|
| Budget constraints | 23% |
| Agency does not offer this capability | 17% |
| Lack of consumer data / research capabilities | 13% |
| Lack of appropriate technology / tools | 13% |
| Organisational silos (IM disconnected from consumer insights) | 13% |
| Leadership / C-suite does not prioritise this | 13% |
| Skills and talent gap | 7% |
- Reader Note:
- Tech and data limitations are as important as direct budget constraints.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Survey of 41 senior influencer marketing practitioners; sample skewed toward agencies and consultants (63% combined), with minimal brand-side representation (2%).
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- The source never says when this data was collected. It could be considerably older than the publication date suggests.
- 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.
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