UK brands ramp up influencer budgets with focus on micro-creators

UK brands are set to boost their investment in influencer marketing, with a recent study indicating that 81% of marketers plan to increase their budgets in 2026. The findings highlight the UK's prominent role in Europe's influencer marketing sector as companies place greater emphasis on measurable results, micro-influencer collaborations, and technology-driven solutions.

Rising spend

Data reveals that the UK sits alongside Germany at the top of European spending, with 14% of brands allocating over GBP £1 million each year to influencer campaigns. A further 28% spend less than GBP £75,000 annually, while 32% invest between GBP £100,000 and GBP £499,000 per year. The growth indicates that influencer partnerships are no longer a peripheral activity but assume an increasingly central role in UK marketing strategies.

Micro-influencer focus

UK marketers are particularly active in partnerships with micro-influencers, those with audiences between 10,000 and 100,000 followers. The study found that 93% of UK brands collaborate with these creators, outpacing European counterparts. Nano influencers (with 1,000-10,000 followers) are also gaining traction, with 60% of UK brands working with them. Marketers cite authenticity and engagement as key reasons for focusing on smaller-scale creators.

Platform choices

Campaign activity is concentrated on Instagram, TikTok, and YouTube. Instagram leads as the preferred platform, used by 92% of UK brands, followed by TikTok at 80% and YouTube at 59%. The adoption of influencer marketing platforms is higher in the UK than elsewhere in Europe; one in three marketers rely on these technologies to manage their campaigns. Additionally, 39% handle influencer marketing internally while also working with agencies, showing a mix of in-house and outsourced models.

Strategic shifts

The study indicates a forthcoming decrease in investment towards in-person events, affiliate marketing, and short-term ambassador programmes in 2026. Paid media, long-term influencer partnerships, and user-generated content are forecasted to see increased spending as brands seek more measurable and consistent results. Notably, 55% of marketers identify engagement rate as the most influential factor in influencer selection, with 63% considering the quality of the influencer's content crucial.

Return on investment

The measurement of return on investment (ROI), authenticity, and ethical considerations are driving decision-making processes. While 34% of UK marketers currently track ROI, challenges remain around quantifying campaign impact. Almost half (48%) value influencers who are already familiar with and supportive of the brand, while 23%-the highest figure in Europe-prioritise diversity in influencer selection.

Technological adoption

The report illustrates the UK's rapid adoption of dedicated influencer marketing technologies and early use of artificial intelligence. This trend allows brands to scale partnerships more efficiently and provides enhanced tools for campaign management and performance analysis. More UK marketers now rely on technology platforms, coupled with general marketing tools, for handling influencer partnerships compared to any other European market.

"The UK is setting the tempo for Europe's influencer marketing evolution," said Quentin Bordage, Founder & CEO, Kolsquare. "British brands are moving fast, scaling partnerships with confidence and embracing technology, creativity, and performance measurement. The UK's blend of innovation and maturity makes it one of the most exciting influencer markets in the world."