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This isn’t bold speculation. January has a way of sharpening focus. Week one the inbox may be (slightly) quieter but calendars are filling up again, and marketing plans that lived in spreadsheets a few weeks ago are now being put into motion. It’s the moment where strategies move from ideation phase to execution phase.
For many brand managers, budget allocation across channels / channel planning needs to come to life, agencies need to be briefed and budgets need to be shared. Because Gone are the days where channels like paid media and CRM are usually locked in early, leaving influencer marketing as something to “add later, if there’s budget left”
The reality is, influencer marketing is no longer a last minute add on. In 2026, it’s a strategic, measurable channel that shapes how audiences engage with brands, form opinions, and ultimately make purchasing decisions. The brands seeing the strongest results this year aren’t experimenting, they’re planning with intent.
Let’s unpack 10 reasons why influencer marketing deserves a defined place in your 2026 marketing plan.
If you have not allocated a healthy budget towards this channel yet,Consider this your reset moment and a chance to future proof your strategy before the year really gains momentum, and to see the real reasons why teaming up with a specialised agency like People Have Influence, makes execution seamless and not only achieving but exceeding KPI’s, possible.
A key reason influencer marketing belongs in your 2026 plan is straightforward: it works financially. Multiple 2024 - 2025 reports show that brands earn on average $5.78 for every $1 (R110 for every R19) spent on influencer campaigns and top performers can see even higher returns. This level of ROI rivals and often exceeds many traditional digital marketing tactics. Influencer marketing isn’t just about awareness, it’s about driving real business value that can be measured and reported up the chain.
PHI strengthens this advantage by tracking performance in real time, providing clear reporting that brand managers can confidently present to management without guessing whether engagement translates into revenue.
Influencer marketing isn’t experimental anymore, adoption is widespread. As of 2025, around 63.8% of brands confirmed plans to partner with influencers in 2025, showing influencer marketing is part of many brands’ strategic activities, not just experimental initiatives. Around 60% of brands that already budget for influencer marketing, plan to boost that budget - showing adoption is not only current but growing, and that influencer campaigns are being integrated deeper into core strategy rather than being siloed one offs. This level of adoption reflects confidence in influencers as a strategic channel.
It’s not just a global trend, South African brands are also getting more involved.Around 60% of brands investing in influencer marketing plan to increase their 2024/2025 budgets in 2026, demonstrating that local marketers see value in influencer partnerships. In addition, 85% of surveyed respondents say influencer marketing is an effective form of marketing, underscoring strong confidence in this approach locally. Social platforms like TikTok dominate engagement at 69% adoption among brands, with Instagram and Youtube also widely used.
In South Africa, influencer engagement rates average 3.39%- more than double the global benchmark of 1.49%. Even more striking, nano influencers (with 5,000–10,000 followers) can achieve 4.55% engagement, proving that authentic, smaller communities can deliver deeper interaction than broad, impersonal ads. This makes influencer marketing a highly efficient engagement channel, particularly in markets where meaningful audience connection is critical.
Of course, spotting fake engagement is another story. At People Have Influence, we do the heavy lifting by sourcing, vetting and profiling potential creator partners, ensuring they are not only a great brand fit but also have great stats to complement this, letting brand managers enjoy the collaboration without any detective work
Marketers increasingly prioritise short‑form video formats such as TikTok, Instagram Reels, and YouTube Shorts - formats where influencer content naturally thrives. Surveys show that video content is a leading component of effective campaigns because it feels authentic and relevant to audiences on these platforms, especially younger demographics who are less responsive to traditional/static ad formats. As short video consumption grows, influencer content will continue to be a central channel for discoverability and engagement.
People Have Influence ensures campaigns stay relatable and creative, making sure content hits the brief while convening the brand/campaign message in the right tone. You can keep your marketing cred without having to become a TikTok choreographer yourself.
A growing trend in the data is that smaller creators often outperform larger, celebrity influencers in engagement and authenticity. Micro influencers consistently generate higher engagement than macro influencers, a key insight for advertisers looking for interaction rather than just mass reach. Brands that use multiple niche influencers are often able to foster closer audience relationships and drive conversions more effectively than with large scale collaborations. This is why at People Have Influence, we focus on finding the right person for the brand - not simply the biggest following. Different tiers of influencers serve different objectives, and success comes from aligning creator influence with campaign goals, not just audience size.
Gone are the days when influencer marketing was measured by vanity metrics alone. In 2024 to 2025; ROI, conversions, traffic attribution, and revenue tracking are now common measurement standards, and marketers are increasingly holding influencer campaigns to the same accountability levels as search or paid social. This means your influencer investment must be reportable and defensible with data. At People Have Influence, we don’t only provide real time results but we also provide expert insights and learnings for future campaigns, a critical advantage when presenting to executive management.
Influencer campaigns aren’t just about social buzz anymore- they support full funnel objectives, from awareness to conversion and loyalty. Recent trends indicate that brands are using influencer content not only to build awareness but also to repurpose creator content in ads, drive direct sales, and fuel community narratives. In fact, research from TikTok shows that ads featuring creator-led content can deliver about 70% higher click-through rates and 159% higher engagement compared with traditional brand ads at the same cost per impression, highlighting why creator content is increasingly amplified through paid media. Influencer content (such as product reviews) are often more trusted by consumers, leading to purchasing conversions and longer term brand affinity.
Authenticity now drives campaign impact more than polished brand messaging. Consumers increasingly prefer influencers who maintain their unique voice and creative control, which makes influencer partnerships extremely effective at cutting through advertising fatigue. This emphasis on genuine content resonates particularly well with millennials and Gen Z consumers, who make up a growing share of consumer spending and are more likely to trust organic reviews and creator recommendations.
During our campaigns, People Have Influence ensures creators are aligned with your brand and audience, keeping campaigns authentic without your team needing to micromanage every aspect of the project, saving you time and money.
Strategic influencer marketing involves more than picking the biggest names or sending products and hoping they will post something. There are pitfalls .. from fake followers and bot engagement to misaligned audiences and unclear KPIs. This is where our services add strategic value:
With PHI managing the complexity, your team avoids common campaign pitfalls and spends more of their time thinking about the bigger picture for your brand in 2026. What a better use of your time?
As you can see, influencer marketing isn’t a passing trend- it’s a strategic, measurable, performance-oriented marketing tool that drives real engagement, deep audience connection and quantifiable ROI. With budgets shifting, local brands increasing adoption, and content evolving to favour authentic creator voices, now is not the time to treat influencer marketing as optional.
For brand managers looking to build persuasive arguments and win organisational buy-in in 2026, influencer marketing offers proven value and with the right partner, it can be executed seamlessly and strategically.
A strong strategy + the right creators + expert execution = a 2026 marketing plan that actually delivers.
Found this interesting? Find out more from the latest research here
Resources used:
https://archive.com/blog/influencer-marketing-roi-metrics-statistics
https://www.bizcommunity.com/article/the-price-of-south-african-influence-255657a?
https://www.sci-tech-today.com/stats/influencer-marketing-statistics-updated/?
https://sociallyin.com/influencer-marketing-statistics/
https://adbid.me/blog/micro-nano-influencer-marketing-guide-2026
https://www.sci-tech-today.com/stats/influencer-marketing-statistics-updated
https://www.emarketer.com/content/creator-led-ads-drive-70--higher-ctr-159--higher-engagement
https://www.sci-tech-today.com/stats/influencer-marketing-statistics-updated
https://www.bizcommunity.com/article/the-price-of-south-african-influence-255657a?
https://www.bizcommunity.com/article/iab-sa-6-key-trends-impacting-influencer-marketing-706052a
This isn’t bold speculation. January has a way of sharpening focus. Week one the inbox may be (slightly) quieter but calendars are filling up again, and marketing plans that lived in spreadsheets a few weeks ago are now being put into motion. It’s the moment where strategies move from ideation phase to execution phase.
For many brand managers, budget allocation across channels / channel planning needs to come to life, agencies need to be briefed and budgets need to be shared. Because Gone are the days where channels like paid media and CRM are usually locked in early, leaving influencer marketing as something to “add later, if there’s budget left”
The reality is, influencer marketing is no longer a last minute add on. In 2026, it’s a strategic, measurable channel that shapes how audiences engage with brands, form opinions, and ultimately make purchasing decisions. The brands seeing the strongest results this year aren’t experimenting, they’re planning with intent.
Let’s unpack 10 reasons why influencer marketing deserves a defined place in your 2026 marketing plan.
If you have not allocated a healthy budget towards this channel yet,Consider this your reset moment and a chance to future proof your strategy before the year really gains momentum, and to see the real reasons why teaming up with a specialised agency like People Have Influence, makes execution seamless and not only achieving but exceeding KPI’s, possible.
A key reason influencer marketing belongs in your 2026 plan is straightforward: it works financially. Multiple 2024 - 2025 reports show that brands earn on average $5.78 for every $1 (R110 for every R19) spent on influencer campaigns and top performers can see even higher returns. This level of ROI rivals and often exceeds many traditional digital marketing tactics. Influencer marketing isn’t just about awareness, it’s about driving real business value that can be measured and reported up the chain.
PHI strengthens this advantage by tracking performance in real time, providing clear reporting that brand managers can confidently present to management without guessing whether engagement translates into revenue.
Influencer marketing isn’t experimental anymore, adoption is widespread. As of 2025, around 63.8% of brands confirmed plans to partner with influencers in 2025, showing influencer marketing is part of many brands’ strategic activities, not just experimental initiatives. Around 60% of brands that already budget for influencer marketing, plan to boost that budget - showing adoption is not only current but growing, and that influencer campaigns are being integrated deeper into core strategy rather than being siloed one offs. This level of adoption reflects confidence in influencers as a strategic channel.
It’s not just a global trend, South African brands are also getting more involved.Around 60% of brands investing in influencer marketing plan to increase their 2024/2025 budgets in 2026, demonstrating that local marketers see value in influencer partnerships. In addition, 85% of surveyed respondents say influencer marketing is an effective form of marketing, underscoring strong confidence in this approach locally. Social platforms like TikTok dominate engagement at 69% adoption among brands, with Instagram and Youtube also widely used.
In South Africa, influencer engagement rates average 3.39%- more than double the global benchmark of 1.49%. Even more striking, nano influencers (with 5,000–10,000 followers) can achieve 4.55% engagement, proving that authentic, smaller communities can deliver deeper interaction than broad, impersonal ads. This makes influencer marketing a highly efficient engagement channel, particularly in markets where meaningful audience connection is critical.
Of course, spotting fake engagement is another story. At People Have Influence, we do the heavy lifting by sourcing, vetting and profiling potential creator partners, ensuring they are not only a great brand fit but also have great stats to complement this, letting brand managers enjoy the collaboration without any detective work
Marketers increasingly prioritise short‑form video formats such as TikTok, Instagram Reels, and YouTube Shorts - formats where influencer content naturally thrives. Surveys show that video content is a leading component of effective campaigns because it feels authentic and relevant to audiences on these platforms, especially younger demographics who are less responsive to traditional/static ad formats. As short video consumption grows, influencer content will continue to be a central channel for discoverability and engagement.
People Have Influence ensures campaigns stay relatable and creative, making sure content hits the brief while convening the brand/campaign message in the right tone. You can keep your marketing cred without having to become a TikTok choreographer yourself.
A growing trend in the data is that smaller creators often outperform larger, celebrity influencers in engagement and authenticity. Micro influencers consistently generate higher engagement than macro influencers, a key insight for advertisers looking for interaction rather than just mass reach. Brands that use multiple niche influencers are often able to foster closer audience relationships and drive conversions more effectively than with large scale collaborations. This is why at People Have Influence, we focus on finding the right person for the brand - not simply the biggest following. Different tiers of influencers serve different objectives, and success comes from aligning creator influence with campaign goals, not just audience size.
Gone are the days when influencer marketing was measured by vanity metrics alone. In 2024 to 2025; ROI, conversions, traffic attribution, and revenue tracking are now common measurement standards, and marketers are increasingly holding influencer campaigns to the same accountability levels as search or paid social. This means your influencer investment must be reportable and defensible with data. At People Have Influence, we don’t only provide real time results but we also provide expert insights and learnings for future campaigns, a critical advantage when presenting to executive management.
Influencer campaigns aren’t just about social buzz anymore- they support full funnel objectives, from awareness to conversion and loyalty. Recent trends indicate that brands are using influencer content not only to build awareness but also to repurpose creator content in ads, drive direct sales, and fuel community narratives. In fact, research from TikTok shows that ads featuring creator-led content can deliver about 70% higher click-through rates and 159% higher engagement compared with traditional brand ads at the same cost per impression, highlighting why creator content is increasingly amplified through paid media. Influencer content (such as product reviews) are often more trusted by consumers, leading to purchasing conversions and longer term brand affinity.
Authenticity now drives campaign impact more than polished brand messaging. Consumers increasingly prefer influencers who maintain their unique voice and creative control, which makes influencer partnerships extremely effective at cutting through advertising fatigue. This emphasis on genuine content resonates particularly well with millennials and Gen Z consumers, who make up a growing share of consumer spending and are more likely to trust organic reviews and creator recommendations.
During our campaigns, People Have Influence ensures creators are aligned with your brand and audience, keeping campaigns authentic without your team needing to micromanage every aspect of the project, saving you time and money.
Strategic influencer marketing involves more than picking the biggest names or sending products and hoping they will post something. There are pitfalls .. from fake followers and bot engagement to misaligned audiences and unclear KPIs. This is where our services add strategic value:
With PHI managing the complexity, your team avoids common campaign pitfalls and spends more of their time thinking about the bigger picture for your brand in 2026. What a better use of your time?
As you can see, influencer marketing isn’t a passing trend- it’s a strategic, measurable, performance-oriented marketing tool that drives real engagement, deep audience connection and quantifiable ROI. With budgets shifting, local brands increasing adoption, and content evolving to favour authentic creator voices, now is not the time to treat influencer marketing as optional.
For brand managers looking to build persuasive arguments and win organisational buy-in in 2026, influencer marketing offers proven value and with the right partner, it can be executed seamlessly and strategically.
A strong strategy + the right creators + expert execution = a 2026 marketing plan that actually delivers.
Found this interesting? Find out more from the latest research here
Resources used:
https://archive.com/blog/influencer-marketing-roi-metrics-statistics
https://www.bizcommunity.com/article/the-price-of-south-african-influence-255657a?
https://www.sci-tech-today.com/stats/influencer-marketing-statistics-updated/?
https://sociallyin.com/influencer-marketing-statistics/
https://adbid.me/blog/micro-nano-influencer-marketing-guide-2026
https://www.sci-tech-today.com/stats/influencer-marketing-statistics-updated
https://www.emarketer.com/content/creator-led-ads-drive-70--higher-ctr-159--higher-engagement
https://www.sci-tech-today.com/stats/influencer-marketing-statistics-updated
https://www.bizcommunity.com/article/the-price-of-south-african-influence-255657a?
https://www.bizcommunity.com/article/iab-sa-6-key-trends-impacting-influencer-marketing-706052a
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