Our newsletterIndustry surveyInfluencer Strategists, 4 May 2026
Nearly half of all marketers allocate nothing to consumer research in influencer marketing, and no one allocates more than 10%
Budget allocation
Share of respondents by % of influencer budget allocated to consumer research and analytics before campaign execution
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% |
- Reader Note:
- Zero respondents spend more than 10% of their influencer budget on consumer research.
- 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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