Industry surveyLinqia, 2026

Macro and micro creators are tied at 92% for 2026 plans

Shortlisting creators

Share of marketers planning to work with each influencer type in 2026, by follower size (%)

Share of marketers planning to work with each influencer type in 2026, by follower size (%)
Influencer Type	Share of Marketers Planning to Work With (%)
Celebrity (5MM+ followers)	29%
Mega (500K - 5MM+ followers)	60%
Macro (100K - 500K followers)	92%
Micro (5K - 100K followers)	92%
Nano (up to 5K followers)	58%
Affiliate	31%

Reader Note:: This figure is about which creator sizes marketers plan to work with in 2026.
Evidence:: Stated intention
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Survey of over 200 enterprise marketers; selection method and further sample details not disclosed in the provided source text.

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Reading the mood, and deciding what to test yourself.

Not for

Predicting what people will actually do. Intentions and behaviour come apart.
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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Fixing your influencer marketing campaign: How to get into the top 10% of advertisers

1.95x

higher conversion odds came with stronger creator audience-brand fit in influencer marketing campaigns

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

89%

of marketers do not plan to work with virtual influencers AI avatars or digital clones of creators in 2026

Macro and micro creators are tied at 92% for 2026 plans

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