The influencer marketing landscape is changing, with both its importance and its scope expanding. As influencer marketing investments rise, what was once an experimental tactic has become a sophisticated, highly funded go-to-market framework. But marketing teams face growing pressure from leadership to demonstrate measurable ROI. Millions of dollars are wasted on partnerships that look strong on paper but fail to convert, driven by a misalignment between brands and creators and an over-reliance on traditional, follower-first sourcing playbooks.

We surveyed 2,250 consumers across the US, UK and Australia to uncover actual purchasing habits, creator tiers and evolving preferences across traditional, employee and AI influencers. We also surveyed nearly 300 social media professionals to evaluate how brand operations stack up against consumer expectations. Together, these insights provide a data-driven framework to help your team synchronize your sourcing with real consumer behavior, navigate emerging creator trends, and ensure every partnership delivers true value.