Kolsquare research shows growing confidence in influencer marketing: two years ago, only half of UK brands planned to spend more; now 93% expect to increase budgets.
93% of UK brands and agencies expect to increase their influencer marketing spending over the next 12 months, up from 81% last year, according to new research from Kolsquare, Europe’s leading influencer marketing platform. The findings mark a sharp shift in confidence since the 2024 analysis, when just 50% of UK brands anticipated budget increases. Kolsquare’s The Future of Influencer Marketing: The 2026/2027 Outlook, based on a survey of 1,123 marketing decision-makers across Europe, places the UK among the most optimistic markets for influencer investment.
UK brands are also the most likely in Europe to describe influencer marketing as a core growth driver: 38% believe it is, compared with a European average of 31%. Half of UK brands say influencer marketing drives up to a quarter (25%) of their marketing-driven revenue. Almost a third of UK respondents (31%) expect to increase the number of influencers they work with by at least 50% over the coming year, compared with 22% across Europe. Short-form video is seen as the biggest opportunity by 55% of UK respondents. One in five UK marketers works with 250 – 999 influencers per year, and most have between 10,000 to 100,000 followers.
Agencies play a significant role in delivering that activity. Some 30% of UK brands fully outsource influencer marketing, compared with 23% across Europe, while another 29% combine an in-house team with agency support.
Measurement is important, and 38% of UK marketers lean on metrics like ROI (compared to 30% Europewide).
Quentin Bordage, Founder and CEO of Kolsquare, says: ‘Two years ago, half of UK brands planned to increase influencer marketing budgets. That figure has leapt to 93% of brands, which is a strong vote of confidence in creators and their commercial value.
‘But bigger budgets bring bigger expectations. Brands need to connect creator partnerships with their wider marketing strategy and demonstrate ROI. The opportunity is there to build lasting relationships with creators who understand the brand and have earned their audience’s trust.’
Encouragingly, standards carry weight in the UK. Marketers here are the most demanding when it comes to clear disclosure of sponsored content – cited by 49% compared to 41% across Europe, with 52% saying that compliance with advertising rules is a priority.
Technology adoption is also accelerating – AI and/or automation is used by 90% of UK brands and agencies.
The findings show a UK market increasingly confident in influencer marketing’s commercial role, with the challenge now being to match that confidence with stronger integration and measurable results.
