Our newsletterIndustry surveyInfluencer Strategists, 4 May 2026
100% of marketers report using software for influencer discovery, but less than half have consumer tribe identification or social listening in their stack
Shortlisting creators
| Technology capability | Adoption (%) |
|---|---|
| Influencer discovery and screening (Find influencers) | 100% |
| Performance measurement and reporting (Track results) | 84% |
| Campaign workflow management (Manage process) | 81% |
| Audience authenticity / credibility verification (Filter fraud) | 63% |
| Cross-platform analytics (TikTok, IG, YouTube) — Unified view | 53% |
| Social listening (big data, historical analysis) — Understand consumers | 47% |
| Consumer tribe identification and mapping (Map audiences) | 44% |
| Real-time sentiment monitoring during campaigns (Monitor quality) | 44% |
| AI-powered influencer-brand matching (Automate selection) | 31% |
Adoption of influencer marketing tools by funnel functions (%)
Adoption of influencer marketing tools by funnel functions (%)- Reader Note:
- Less than half use tech for deep consumer mapping.
- 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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