Industry surveyInfluencer Strategists, 4 May 2026

97% of marketers say influencer marketing targeting is inconsistent, immature, or essentially guessing; only 3% say it is very mature with high precision

Shortlisting creators

How marketers rate the influencer marketing industry's targeting maturity (% of respondents)

How marketers rate the influencer marketing industry's targeting maturity (% of respondents)
Industry targeting maturity	Share (%)
Very mature, targets consumers with high precision	3%
Somewhat mature, pockets of sophistication	44%
Immature, most campaigns lack structured targeting	29%
Very immature, essentially guessing	15%
Unsure	9%

Reader Note:: Only 3% say targeting is done with high precision.
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%).

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.

Influencer selection is mainly based on engagement rate and audience demographics (94% and 88%), with only 25% using social listening on what consumers discuss

Share of marketers using each data input to select influencers, and what it measures
Data input	Usage (%)
Engagement rate (Influencer output)	94%
Audience demographics (age, gender, location) — Influencer audience	88%
Past campaign performance data (Influencer track record)	81%
Audience interest / affinity data (Influencer audience)	78%
Follower count and reach metrics (Influencer scale)	72%

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Sponsored posts got more engagement when influencers had either very low or very high ad loads, and did worst in the middle

In creator selection, brand fit mattered most and follower count mattered least

Most Important Factor Brands Use When Selecting New Creators to Work With
Selection factor	Brands (%)
Creator suitability or fit for brand	22%
Content performance	17%
Working with a diverse group of creators	14%
Brand affinity, or a history of posting about your client	12%
Follower audience demographics	10%

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People were about twice as likely to share the sponsored Instagram post when the influencer had low or high ad load instead of a middle one

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97% of marketers say influencer marketing targeting is inconsistent, immature, or essentially guessing; only 3% say it is very mature with high precision

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