Industry surveyLinqia, 2026

94% of marketers plan to reuse creator content in paid social

Briefing creators

Share of marketers planning to repurpose influencer content, by channel (%)

Share of marketers planning to repurpose influencer content, by channel (%)
Channel	Share of respondents (%)
Paid Social	94%
Brand Organic Social	85%
Website, Landing Pages, or Product Pages	64%
Email	30%
Display	19%
CTV	13%
Out of Home	13%

Reader Note:: The source asks where marketers plan to repurpose influencer content 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.

Good for

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.

U.S. AI shoppers 55+ penalize hidden sponsorship 20+ points more than labeled; 25–34s react slightly the other way

Extra trust lost from hidden vs labelled sponsorship disclosure, by age group
Age group	Extra trust lost (points)
All AI users	10.5
18 to 24	3.6
25 to 34	-5.2
35 to 44	12.7
45 to 54	15.6

Saying the brand name out loud in sponsored creator content lifts branding by an average of 22 points in Kantar’s model

Branding in sponsored creator content: lift in branding percentile — Creator x Brand interaction elements (points)
Element	Lift in branding percentile (points)	Share of sponsored creator content featuring this element (%)
Brand name in audio	22	49%
Interaction with product	17	77%
Shopping activities in action	15	29%
Using the product	11	58%

Keyword and search strategy for influencer content ranks dead last in self-reported team capability, with a mean rank of 7.14 out of 8

Team capability by area, self-ranked from strongest to weakest (mean rank, 1-8)
Capability	Mean
#1 Influencer discovery and vetting	2.28
#2 Creative briefing	2.97
#3 Content review and quality control	3.86
#4 Consumer research and tribe identification	4.21
#5 Social listening and trend analysis	4.93

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Fixing your influencer marketing campaign: How to get into the top 10% of advertisers

Influencer briefs only include structured keyword strategy for both social and AI/LLM discoverability 13% of the time; most either provide only social search keywords or just general hashtags

Keyword and search guidance included in influencer briefs (% of marketers)
Guidance type	Share (%)
Keyword strategy for social search (TikTok, Instagram)	34%
General hashtag guidance but no structured keyword strategy	34%
Keyword strategy for both social search and AI/LLM discoverability	13%
Leave keyword and caption decisions to the influencer	9%
Have not considered search optimisation in influencer briefs	9%

0.75x

the conversion odds remained when sponsorship disclosure was present

70%

of U.S. consumers feel negative if an influencer fails to disclose being paid or given free product for promotion in February 2025

94% of marketers plan to reuse creator content in paid social

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