The New Rules for Influencer Marketing | The Debrief

"Influencer marketing in 2026 is a different beast. Once dominated by follower counts and splashy sponsored posts, the sector is now shaped by richer performance data, new monetisation models and growing consumer scepticism toward overt selling. As BoF publishes a new case study on the creator economy, Pearl joins hosts Sheena Butler-Young and Brian Baskin to unpack how creators and brands are adapting to a more disciplined, competitive and AI-saturated landscape."

"One of the most profound shifts in influencer marketing is how success is measured. Where follower size once acted as a blunt proxy for reach, brands now have access to granular data that shows who actually drives traffic and sales. Pointing to platforms like ShopMy and LTK that allow brands to see "exactly what creators were driving sales for them," Pearl says that visibility has reshaped spending decisions."

""Trust is the most important thing," Pearl says. "If you don't have your audience's trust, nothing else matters." What brands are really buying is not visibility, but a relationship. "What a creator really brings to the table is not necessarily the size of their following; it's that relationship they have with their audience," Pearl explains. As the sector professionalises, creators are actively reducing their dependence on single revenue streams."

Influencer marketing in 2026 relies less on follower counts and more on granular performance metrics that reveal which creators drive traffic and sales. Platforms such as ShopMy and LTK enable brands to see exact creator-driven sales, reshaping spending and campaign selection. Success metrics are goal-dependent rather than one-size-fits-all. Audience trust has become the primary creator asset; relationships with followers drive value more than raw visibility. Creators professionalise by diversifying income through affiliate marketing, subscriptions and owned platforms, building foundational, reliable revenue streams. The landscape is increasingly competitive and AI-saturated, pushing brands and creators toward disciplined measurement and monetisation.

Read at The Business of Fashion