Kolsquare shares fresh data from more than 600 marketing decision makers across the UK & Europe, lifting the lid on how influence is evolving and where teams plan to focus in the year ahead
Influencer marketing in Europe is moving into a more strategic, measurable and responsible phase. Co-produced with NewtonX, this annual benchmark offers the most up-to-date view of how brands and agencies across seven markets structure their teams, invest their budgets and collaborate with creators. Explore the first insights here, then download the full report for the complete picture.
Here’s a quick look at what you’ll find inside
How influence is shifting across the UK & Europe. Brands are working with creators in a more intentional, structured way. Performance matters, but so do authenticity and long-term value. While each market has its nuances, influence is now firmly part of the wider marketing mix.
A few standout signals:
- 89% of brands manage some or all influencer activity in house.
- 78% expect to work with more creators next year.
- 86% collaborate with micro-influencers, highlighting a clear push for authenticity.
Where budgets are heading in 2026
Marketers are refining their spend for maximum impact. Some areas are gaining strong momentum, while others are slowing and differ widely by region.
Early indicators show:
- Paid amplification (62%), long-term partnerships (59%) and UGC (55%) will secure the most investment.
- Several formats are cooling down, with notable differences between countries.
Transparency and trust take centre stage
Responsible influence continues to grow, shaped by consumer expectations and tightening regulations.
- 69% of marketers prioritise advertising compliance when choosing creators.
- Ethical alignment is becoming a key selection factor, especially in Southern and Western Europe.
Spotlight on the UK: fast growth and creator-first thinking
The UK remains one of Europe’s most ambitious influencer markets. Brands and agencies are scaling quickly, testing new formats and leaning into creators who can drive strong engagement. Growth appetite is high: 84% of UK marketers plan to work with more creators in the next 12 months, well above the European average. Micro-influencers lead the way, expectations are performance-driven and the UK continues to act as a rapid test-and-learn environment.
Nordics and Benelux: pragmatic and data-led
These two regions are closely aligned in mindset. Teams prioritise efficiency, selective creator partnerships and full transparency. Budgets grow more steadily than in Southern Europe, yet the operational maturity is clear. Around one in three brands uses an influencer marketing platform, showing a strong commitment to data-led decision making. Micro-influencers remain the preferred tier and responsible influence sits consistently high on the agenda. Smaller markets, but often the first to set the standard.
What you’ll find in the full report
The complete benchmark gives you a detailed and practical view of:
- Market-by-market differences across the UK & Europe
- Budget expectations and investment priorities for 2026
- Creator volumes, selection criteria and collaboration habits
- Platform and content format trends
- Shifts in trust, transparency and responsible influence
- How teams are streamlining influencer operations
Download the full PDF to access every chart, comparison and insight
Posted on: Tuesday 9 December 2025