Our newsletterVendor reportKantar, 8 Sep 2026
Marketers are increasing their expected budget for creators and influencers, with the biggest net positive changes in Africa/Middle East and Latin America
Budget allocation
- Reader Note:
- Marketers reported continued increases in expected budget allocation to creators and influencers. The largest net positive changes were in Africa and the Middle East and in Latin America; Asia Pacific was around average, and North America and Europe slightly lower. These are marketers' stated expectations rather than recorded spend, and the article publishes no percentages. From Kantar's Media Reactions study, 974 senior marketers, 2025.
- 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 21,267 consumers in 30 markets and 974 senior marketers worldwide; selection method not disclosed in this article.
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 how this number was measured.
- 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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Budget allocationTrend
In 2025, 71% of organizations increased influencer marketing investment year over year