South Africa, Feb. 4 -- Invest, but insist on measurable results

According to the Samy's Marketing Trends 2026 report, which surveyed over 100 global CMOs, 87% of marketers are planning on maintaining or increasing their influencer marketing spend in 2026.

In a year where many marketing budgets are under pressure or being cut, influencer marketing remains one of the most resilient investment areas - a significant endorsement for a channel that often comes under fire.

However, as budgets grow, marketers are under increasing pressure to prove the value of the influencer discipline.

Track KPIs and integrate with wider strategy

The report features a proprietary influencer marketing maturing model, showing that 33% of marketers cite KPIs ...