Ginny spends hours slouched over her desk creating handmade invites for events such as bridal showers and birthdays. She has over 3,000 followers and gets 2–3 orders every month. She wanted to grow her side gig but wasn’t sure how to market her services.
Then one day, she got a call from an influencer who wanted her to sponsor an event in exchange for a shout-out. She didn’t think much of it but agreed to make her invites, thinking it was good publicity.
Nothing could have prepared her for the 15,000 followers she gained overnight from a single story in which the influencer tagged her business. Within a few days, her inbox was full of orders.
With just one story from an influencer, Ginny was booked for the next six months.
Sounds like a dream, doesn’t it? But this is the reality of many businesses that took a chance and decided to work with an influencer.
In 2026, it is no longer viable for a business to rely on traditional marketing alone. The power of influencers and micro-influencers is undeniable. If you are not working with influencers, you are missing out.
Why 2026 Is a Breakout Year for Influencer Marketing
Influencer marketing has been around for a while, but 2026 might be the year when business owners finally warm up to the idea. And they have good reason to do so.
In recent years, the influencer marketing industry has grown and is now worth more than $32 billion. Businesses generate $5.78 for every $1 they spend on influencer marketing. Suffice it to say, it works.
The return on investment is not the only reason businesses are hiring local influencers to promote their brand. It’s because their target audience spends more time online than ever before. They want to appeal to an audience that looks to creators online before deciding what to purchase.
The way people approach shopping has changed forever; you don’t go to a store to buy the pants that the leading ladies wear on your favorite TV show. You buy the popular micro-trend that your favorite influencer is promoting, and you buy it from the brand that has their stamp of approval.
Businesses are not just increasing their influencer marketing budget to achieve visibility; they are trying to bridge the gap between their products and consumers, and influencer marketing helps them get there faster.
What’s New in the Influencer Marketing Industry
Influencer marketing is not just growing; it is evolving. This means understanding how the algorithm is shifting and how consumer buying habits are changing along with it. Brands can no longer connect with their customers the way they once did. Here’s what has changed:
AI Tools
Finding the best influencer for your niche is not where you want to rely on guesswork. Using AI tools, you can analyze the best fit and optimize your campaigns for maximum impact. Over 60% of marketers are already using AI to enhance their influencer marketing strategy.
Recommendation Systems
Another thing to keep in mind is that algorithms are shifting. Popular social media platforms such as TikTok are refining their recommendation systems to prioritize real engagement over raw views. These platforms are saturated, so being seen is no longer the main achievement; being engaged still is.
Shoppable Content
Shoppable content is the new norm. You can expect influencer content to be directly linked to either in-app stores or trackable links. This poses a new challenge because it is one thing to pay an influencer to show an opportunity and another to convince the viewer to not only consume the content but leave the app to take the desired action.
Influencer Marketing Mistakes to Avoid in 2026
Learning what NOT to do saves time. Here are the biggest mistakes brands make when it comes to influencer marketing:
Focusing on Follower Count
We cannot expect follower count to be a great indicator of how much the followers trust and rely on the influencer. After all, it is their honest opinions that customers are interested in.
Studies have shown that influencers with high engagement tend to be more effective in generating sales. Followers don’t care about the opinion of an influencer who is clearly being paid hundreds of dollars to say something. They have seen many influencers lose their integrity for paychecks, and that is what elevates micro-influencers.
In comparison, the opinion of a creator who is not in the “big leagues” holds much more value. Not to mention, they’re more relatable.
To put it simply, nobody likes a cash grab, especially in this economy.
Performance Tracking
When you ask a business owner why they don’t want to invest in influencer marketing, their answer is usually: “How do I know they were responsible for the sales?”
But it is 2026, and you can track nearly everything. Running an influencer campaign without tracking results is like throwing darts blindfolded. You need to set clear goals (KPIs) and figure out how to measure progress. This can be through tracking links, promo codes, and even studying sales to see how well a campaign is performing.
Most businesses choose to invest in influencer marketing when they partner with a marketing agency that actually tracks campaign spending. Once they see how well these campaigns perform, they can decide if it’s worth continuing.
Get Ahead with Influencer Marketing in 2026
If 2025 was not your year, don’t worry, 2026 is right around the corner. This is a great opportunity to revitalize your business, marketing, and experiment with influencer marketing to increase brand engagement and sales.
With a micro-influencer on your side, you can boost your online orders by 40%. This goes beyond attention; it is a proven method of connecting to the right audience in as little time as possible.
Reach out to Tower 25 San Diego today to get started.
Frequently Asked Questions
What is influencer marketing in 2026?
It’s a strategy where brands collaborate with social media creators to promote products or services, using authentic content that resonates with audiences.
Why is influencer marketing important for businesses in 2026?
It helps brands reach engaged audiences, build trust, and drive sales faster than traditional advertising.
What’s the difference between micro, nano, and celebrity influencers?
Micro (10K–100K) and nano (1K–10K) influencers often have higher engagement, while celebrities have large audiences but lower personal connection.
Do follower counts guarantee success?
No. Engagement quality — likes, comments, shares — matters more than just the number of followers.
How can small businesses leverage influencer marketing?
By partnering with local or niche micro-influencers, creating authentic content, and tracking results for measurable ROI.
What platforms are trending for influencer marketing in 2026?
TikTok, Instagram Reels, YouTube Shorts, and emerging social apps with shoppable content are leading the way.
How do brands track influencer campaign success?
Through metrics like clicks, conversions, engagement rates, promo code redemptions, and sales analytics.
Can influencer marketing help with brand trust?
Yes. Collaborating with relatable creators builds credibility and shows customers your brand shares their values.
How often should a business run influencer campaigns?
It depends on goals, but consistent campaigns with measurable results — even small ones — outperform occasional large pushes.
How can Tower 25 San Diego help with influencer marketing?
We identify the right influencers, design campaigns, and track performance so brands in San Diego get real results in 2026.