2026年网红营销状态：趋势与绩效指标报告

State of InfluencerMarketing 202202state of InfluencerMarketing2026 Trends and Performance MetricTrends andPerformance Metrics Karina Bru@karycookinKarina Brus@karycooking influencer marketing in 2026:Performance at scalINFLUENCER MARKETING IN 20O26:PERFORMANCE AT SCALE By 2026, influencer marketing has moved beyond maturity into execution at scaleBy 2o26, influencer marketing has moved beyond maturity into execution at scale The industry now focuses on efficiency, accountability, and trust, with creators fully integrated intothe media mix as measurable performance channels. The industry now focuses on efficiency, accountability, and trust, with creators fully integrated intothe media mixas measurable performance channels. Growth depends less on volume and more on signal quality: who influences, how impact ismeasured, and where value compounds over time. AI-powered analytics, creator-led commerce,and smaller, high-trust communities define this next phase of the creator economy. Growth depends less on volume and more on signal quality:who influences, how impact ismeasured, and where value compounds over time. Al-powered analytics, creator-led commerce,and smaller, high-trust communities define this next phase of the creator economy. This report explores how influencer marketing in 2026 works in practiceThis report explores how influencermarketing in 2026 works in practice. AI has become a core infrastructure of influencer marketing. Brands use it to find creators,check audience quality, detect fraud, and forecast performance. With these tools, they can planand scale campaigns with much more precision. Al has become a core infrastructure of influencer marketing. Brands use it to find creators,check audience quality, detect fraud, and forecast performance. With these tools, they can planand scale campaigns with much more precision. At the same time, platforms are moving beyond ad-only monetization. Subscriptions, socialcommerce, and creator-led revenue models give creators new ways to earn and pull influencermarketing toward more sustainable, user-centric digital economiesAt the same time, platforms are moving beyond ad-only monetization. Subscriptions, socialcommerce, and creator-led revenue models give creators new ways to earn and pull influencermarketing toward more sustainable, user-centric digital economies. 2026 marks the shift from growth and experimentation todisciplined, data-driven influencer marketing built forlong-term performance2026 marks the shift from growth and experimentation todisciplined, data-driven influencer marketing built forlong-term performance. ContentCONTENTS YouTube YouTube Overview Overview TikTok Key FindingsYouTube Key Findings Instagram Key Findings Influencer Marketing Market Size Influencer Marketing By Country 4 5 6 7 9 TikTok Key Findings4YouTube Key Findings5Instagram Key Findings6Influencer Marketing Market Size7Influencer Marketing By Country9 27 28 29 30 31 32 Introduction YouTube Updates User Age and Gender Influencer Tiers and Eng. Rate Influencer Categories Top Growing Accounts Introduction27YouTube Updates28User Age and Gender29Influencer Tiers and Eng. Rate30Influencer Categories31Top Growing Accounts32 Instagram Instagram Introduction Instagram Updates User Age and Gender Influencer Categories Influencer TiersTop Growing Accounts Influencer Engagement Rate Most Talked About Brands 10 11 12 13 15 16 18 19 Introduction10Instagram Updates11User Age and Gender12Influencer Categories13Influencer Tiers15Top Growing Accounts16Influencer Engagement Rate18Most Talked About Brands19 General General 33 3Trends to Watch MethodologTrends to Watch33Methodology34 TikTok TikTok Introduction TikTok Updates User Age and Gender Influencer Tiers Influencer Engagement Rate Top Growing Accounts Most Talked About Brand20 21 22 23 24 25 2Introduction20TikTok Updates21User Age and Gender22Influencer Tiers23Influencer Engagement Rate24Top Growing Accounts25Most Talked About Brands26 TikToTIKTOK TikTok has become a mainstreamglobal platform where short-form videois the default format for discovery,culture, and commerce at scale.

TikTok has become a mainstreamglobal platform where short-form videois the default format for discovery,culture, and commerce at scale. Its recommendation system is highlyadaptive: it focuses on people’sinterests instead of follower counts.This lets creators and brands reachengaged audiences quickly, whichmakes TikTok one of the most effectivechannels for rapid visibility, trendadoption, and performance-focusedinfluencer campaignsIts recommendation system is highlyadaptive: it focuses on people'sinterests instead of follower counts.This lets creators and brands reachengaged audiences quickly, whichmakes TikTok one of the most effectivechannels for rapid visibility, trendadoption, and performance-focusedinfluencer campaigns. They have the highest ER(11.6%) among allinfluencer tiersThey have the highest ER(11.6%) among allinfluen