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The influencer playbook most teams are running is already obsolete.
Sprout's own Instagram data shows that 60% of Reels reach audiences where 70% or more of viewers are non-followers. Follower count was never reach. It was just the easiest number to point to.
Our
2026 Influencer Marketing Report pulls together data from 2,000+ consumers and 300 social media professionals to show you what actually drives performance in 2026 — from smarter creator discovery to the emerging categories (employee advocates, AI influencers) reshaping the space right now.
The teams that adapt now will define what successful influencer marketing looks like in 2027.
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