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2ta.ioBlogTrendsMarketing Trends for 2026: Why Small Creators Will Shape the Next Wave of Growth
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Kate SolMarketing Expert
15.12.20252 min

Marketing Trends for 2026: Why Small Creators Will Shape the Next Wave of Growth ​

Marketing Trends 2026 - Small Creators

The Scale of the Market: Where US Spending Is Heading ​

Influencer marketing continues to expand, with the global market reaching $21.1 billion in 2023. In the US, spending has shown steady, measurable growth:

  • $5.6B in 2024 (+14.3%)
  • $6.2B in 2025 (+10.7%)
  • $6.8B in 2026 (+9.7%)
  • $7.5B in 2027 (+10.3%)
  • $8.1B in 2028 (+8%)

For comparison: in 2017, US brands spent $1.3B. By 2028, spend will have increased by $6.8B, which is a six-fold rise and an average annual growth rate of 18.5%.

Research also shows that most brands still choose Instagram as their primary influencer marketing platform, followed by Facebook, TikTok, and YouTube.

Why Small Creators Are Becoming the Center of Brand Strategy ​

Micro- and nano-creators consistently outperform larger influencers in:

  • Trust — audiences feel closer connection
  • Engagement — higher interaction rates
  • Relevance — niche-focused content
  • Cost-efficiency — better ROI per dollar spent

According to widely cited industry reports from HubSpot, Later, and CreatorIQ, smaller creators maintain closer relationships with their audiences, making their recommendations feel more personal.

In 2026, brands are expected to move toward high-volume testing with many small creators instead of relying on a few expensive placements. This approach provides:

  • Richer data
  • More creative variations
  • Better insight into what drives conversions

Platform Shifts on TikTok and Instagram ​

Both TikTok and Instagram introduced significant updates in 2024–2025 that will influence creator collaborations in 2026.

  • Rising popularity of longer videos
  • More structured and performance-focused ad formats
  • Expansion of affiliate tools and in-app shopping

Instagram Shifts ​

  • Fewer visible hashtags and changes to hashtag ranking
  • Stronger focus on engagement-based distribution
  • Continuous adjustments to Reels visibility

As a result, brands must understand how each platform prioritizes content and choose creators based on both creativity and algorithmic fit.

AI-Enhanced Planning, Targeting, and Measurement ​

Industry reports such as the HubSpot Social Media Trends Report highlight the increasing role of AI in influencer marketing. Brands use AI tools to:

  • Predict audience overlap
  • Evaluate creator performance
  • Identify high-potential content formats
  • Automate parts of discovery
  • Reduce manual tracking and reporting

AI strengthens human decision-making by reducing uncertainty and making campaigns more structured and measurable.

The Rising Pressure on Authenticity and How Brands Can Respond ​

As budgets increase, so do expectations around authenticity. Communities want honesty and real stories, while brands demand measurable results.

Small creators naturally fit this requirement, as their content usually feels organic rather than staged.

To maintain trust in 2026, brands should:

  • Choose creators with genuine value alignment
  • Avoid rigid scripts
  • Encourage story-driven content
  • Build long-term relationships instead of one-off posts

Authenticity remains one of the strongest drivers of engagement and purchase intent.

Final Takeaway ​

Influencer marketing in 2026 will be:

  • More data-driven
  • Platform-aware
  • AI-supported
  • Centered around small creators

Brands that build scalable processes for working with micro- and nano-influencers will be best positioned to grow efficiently in the changing landscape.

What's your take? Have micro-creators helped your brand grow?

Try 2TA.IO to find the right creators for your campaigns — we help you analyze and discover influencers across multiple platforms.