Numbers with their sources attached.

of marketers struggle to measure influencer ROI; 48% say attribution is the biggest gap.

of brands run influencer marketing fully in-house; 81% negotiate fees in-house.

of enterprise marketers partner with specialist influencer agencies; creative strategy is the top differentiator.

of brands have paid more or less than fair value for a creator deal (58% in the UK). 73% manage creator spend in spreadsheets and email; only 44% are confident they can negotiate fair rates.

is what managers typically take from a creator deal; digital creator agencies typically take 10–20%.

was Instagram's average engagement rate in Q2 2026. For accounts of 1–5K followers, carousels averaged 993 views against 580 for Reels.

is the engagement rate another benchmark site reports for nano creators. The gap with 0.45% is mostly formula: each source calculates engagement differently.

monthly follower growth is normal for Instagram accounts under 1,000 followers.

views per video on average for TikTok accounts of 1–5K followers in 2025, down from 860.

of brands plan to expand nano and micro creator budgets, against 21% for macro.

of consumers are uncomfortable with brands using AI influencers.