The past few years have been marked by economic uncertainty, restrained consumer spending, and geopolitical tensions. Budgets are shrinking, marketing decisions are being scrutinised more critically, and consumer habits are shifting rapidly as digital channels continue to gain importance. Despite these challenges, one communication channel stands out for its resilience: influencer marketing.
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Munich |
Influencer Marketing Trends 2026: Trust, AI, and Professional Brand Management Set the Course for the Future
For the eighth consecutive year, adesso subsidiary Reachbird , a leading agency for professional influencer marketing, has surveyed industry experts on the most important developments and future trends and compiled their findings in its latest Influencer Marketing Trend Report 2026. The report offers practical insights and inspiration for marketers seeking direction in a rapidly evolving market landscape.
For the eighth consecutive year, Reachbird is publishing its annual Influencer Marketing Trend Report, which brings together contributions from industry experts on current developments and future trends in influencer marketing. (Source: Reachbird / adesso)
Reachbird affectionately refers to this form of communications as “marketing superhero”, consistently demonstrating its strength even in turbulent times. This year, the Reachbird “superhero” has set out on a mission to identify the most significant influencer marketing trends for 2026, offering brands, agencies, and creators valuable insights and inspiration for the future.
The new Reachbird Trend Report brings together contributions from 16 experts, highlighting five central trends shaping the future of influencer marketing:
- Beyond Artificial: Artificial intelligence and human authenticity are merging into a symbiosis of efficiency and emotion, where technology enhances creativity without sacrificing genuineness.
- True Partnerships: Influencer marketing is evolving from a short-term campaign tool into strategic, long-term brand partnerships founded on trust, co-creation, and shared value generation.
- Trustfluence: A shift from reach-based to trust-based marketing: success is now defined by genuine relationships, credibility, and human connection, rather than mere visibility.
- Next Level Professionalism: The industry is moving from spontaneous creativity to professional brand management, where authenticity, clear strategies, and partnership drive sustainable success.
- Purpose-Driven Edutainment: Edutainment transforms knowledge into experience, turning social media into a space for learning, relevance, and trust.
“Our Trend Report 2026 demonstrates that influencer marketing is no longer a niche topic – it has become a strategic core element of modern communication,” explains Eva-Maria Hänel, CEO of Reachbird. “Especially in times of economic uncertainty, this channel proves its worth, creating closeness, trust and credibility – values that are more important than ever.”
The Influencer Marketing Trend Report 2026 can be downloaded for free here.
Eva-Maria Hänel is CEO of Reachbird. (Source: Reachbird / adesso)
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