Adesso study: "Influencer marketing is no longer a niche topic"
Reachbird, a subsidiary of adesso, has surveyed industry experts for the eighth time on the most important developments in influencer marketing. The latest Trend Report 2026 shows that AI, long-term partnerships, and trust-based marketing will have a significant impact on the industry in the future.
The last few years have been characterized by economic uncertainty, reluctance to spend and geopolitical tensions. Budgets are shrinking, marketing decisions are being scrutinized more critically, while consumer habits are changing rapidly and digital channels are becoming increasingly important. Despite these challenges, one communication channel is proving particularly resilient: Influencer marketing.
Reachbird, a leading agency for professional influencer marketing and subsidiary of Adesso, describes this form of communication with a wink as a "marketing superhero" that proves its strength even in turbulent times. The new Reachbird trend report brings together contributions from 16 experts and offers practical insights and inspiration for marketers looking for guidance in a dynamic market environment.
Five key trends are emerging
The report shows that five key trends are emerging in influencer marketing: Beyond Artificial describes the symbiosis of artificial intelligence and human authenticity, in which technology strengthens creativity. True Partnerships stands for the development from a short-term campaign instrument to strategic, long-term brand partnerships based on trust, co-creation and joint value creation.
Trustfluence marks the shift from reach marketing to trust marketing: success is no longer achieved through visibility alone, but through genuine relationships, credibility and human proximity. Next Level Professionalism describes the change from spontaneous creativity to professional brand management, in which authenticity, strategy and partnership determine long-term success. Purpose Driven Edutainment turns knowledge into an experience and transforms social media into a space for learning, relevance and trust.
Strategic core component of modern communication
"Our 2026 trend report shows that influencer marketing is no longer a niche topic, but a strategic core component of modern communication," explains Eva-Maria Hänel, CEO of Reachbird. "Especially in times of economic uncertainty, this channel proves its strength: it creates proximity, trust and credibility - values that are more important today than ever before."
Reachbird stands for authentic communication between brands, creators and communities. With strategic campaign development, data-based analysis and creative implementation, the agency creates relevance instead of pure reach. Brands such as Roche, Visitberlin and E.On rely on this expertise. The agency's own "inform+educate" unit brings socially relevant topics into influencer marketing and promotes substantial dialog through so-called INFOencing campaigns.
