UK brands plan major boost in influencer spending for 2026

Influencer marketing is set for strong expansion in 2026, with 81 percent of UK brands planning to increase budgets. The figures come from The State of Influencer Marketing in Europe 2025, a benchmark study from Kolsquare produced with NewtonX, which positions the UK as one of the most active markets in Europe.

The report shows 84 percent of UK brands and agencies expect to work with more creators next year. Spending varies widely: while 28 percent invest under £75,000 annually, 14 percent allocate more than £1 million, matching Germany at the upper end of European investment.

Technology drives rapid UK adoption

Technology is fuelling this acceleration. One in three UK marketers uses an influencer marketing platform, the highest adoption level in Europe. The UK also leads in micro-influencer partnerships, with 93 percent of marketers collaborating with creators in the 10,000 to 100,000 follower range, well above the European average.

The study identifies the UK as a leader in tech maturity, AI adoption, scaling speed, and micro-influencer activity.

Quentin Bordage, Founder and CEO, Kolsquare: “The UK is setting the tempo for Europe’s influencer marketing evolution. British brands are moving fast, scaling partnerships with confidence and embracing technology, creativity, and performance measurement. The UK’s blend of innovation and maturity makes it one of the most exciting influencer markets in the world.”

In-house capability grows alongside platform use

The study reports that 39 percent of UK marketers manage influencer activity in-house with agency support. A further 38 percent use dedicated influencer marketing platforms, while 40 percent rely on general marketing tools. Instagram, TikTok, and YouTube remain the leading channels for campaigns.

The report also shows 60 percent of UK companies work with nano influencers and 43 percent primarily partner with creators who are new to them. Around 32 percent spend between £100,000 and £499,000 on influencer activity.

Authenticity, ethics, and measurable results

Authenticity and brand safety are becoming major considerations in the UK. Thirty-four percent now track return on investment, though it remains a challenge for many. Engagement rate is the most significant factor for 55 percent of marketers when selecting influencers, while 63 percent say content quality is key. Authenticity is central for 48 percent, who prefer influencers already familiar with the brand. The UK also leads Europe in valuing diversity, cited by 23 percent of respondents.

UK marketers plan to increase investment in paid media, long-term creator partnerships, and user-generated content next year. Meanwhile, in-person events, affiliate marketing, ambassador programmes, and short-term campaigns are expected to see reduced funding.

The main challenges identified include maintaining the right balance between creator freedom and brand control, effective measurement of ROI, and rising costs.

Implications for brands and agencies

For UK brands and agencies, the findings underscore the need for a structured and professional approach to influencer activity. The report suggests that strong creator partnerships, a focus on micro and nano influencers, and clear frameworks for measurement, ethics, and brand safety will be essential. With the UK leading Europe in tech maturity and AI adoption, there is a significant opportunity for marketers to streamline workflows and build more creative, data-driven campaigns through platforms such as Kolsquare.

The report can be accessed here

www.kolsquare.com

Follow Marketing Report on LinkedIn