Brands that continue to view influencer marketing as a “nice-to-have” risk being left behind, according to a new report from Kolsquare, the most comprehensive influencer intelligence platform in the market.
Measuring Influence Across the Modern Marketing Mix explains that influencer marketing has moved beyond an experimental add-on to being a vital marketing tool that drives measurable results, from brand visibility through to web traffic.
In the UK, more than half (52%) of marketers already integrate influencer marketing into PR and communications strategies, while 46% connect it to wider brand campaigns, and 46% use paid media to amplify creator content.
Across Europe, the shift is already well underway. Nearly half (49%) of brands now include influencer marketing in their PR and communications activity.
Quentin Bordage, CEO and founder of Kolsquare, the only platform built for UK compliance and standards, says: “Influencer marketing has changed rapidly. It’s no longer about reach alone; it’s about achieving tangible results. Brands already using it properly are building it into their wider marketing campaigns, while those treating it as an add-on risk falling behind.”
It’s about more than reach
For years, influencer marketing was judged on likes, reach and impressions, but that’s changing. Brands are now expecting influencer campaigns to generate clicks, boost sales and drive website traffic.
Rather than relying on one-off posts, campaigns are being built across the full marketing funnel, with different types of content creating impact at different stages.
Sponsored posts are still used to generate visibility, but brands are also investing in long-term creator partnerships, user-generated content and affiliate activity.
Budgets are increasing
This shift is reflected in budget increases.
Across Europe:
- 82% of marketers plan to increase spend on paid amplification of creator content
- 59% will invest more in long-term creator partnerships
- 55% will increase spending on user-generated content
Trust is everything
The report also shows that performance isn’t just about scale – it’s about trust.
Content that feels authentic and reflects a genuine relationship between creator and audience is closely linked to stronger performance, and being open about paid partnerships doesn’t negatively impact results.
In 2026, brands don’t need to hide sponsorship; they need to concentrate on finding the right voices.
A core part of any marketing strategy
Influencer marketing is also becoming integrated with the rest of a business, with brands linking influencer activity to e-commerce, CRM systems and affiliate tracking, making it easier to see what content is actually driving sales and customer growth.
That means influencer marketing is now being measured alongside other channels and not separately.
