The New Rules for Influencer Marketing

Feb 4, 2026

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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.

Key Insights:

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. She explains: “Having more data has totally changed the game. It really is incredibly varied today and there is no one baseline KPI. It’s really just about what are your goals and who’s the best to help you achieve that.”

As consumers grow wary of constant selling, trust has emerged as the defining asset creators bring to brands. “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. Affiliate marketing, subscriptions and owned platforms are increasingly central to sustainable creator businesses. “Affiliate marketing really provides that base foundational income that you can rely upon,” Pearl says. Substack, meanwhile, offers something brands cannot. She explains: “It brings back some of that intimacy and community that they felt was missing in this TikTok/Instagram world.” This diversification also changes the power balance. “They don’t want to rely too much on one particular partnership,” Pearl says. The upshot is a creator economy that is less fragile – and less easily dictated by brand budgets.

Pearl argues the relationship between brands and creators is moving from transactional campaigns to longer-term collaboration. As creators become central to marketing in fashion and beauty, brands are changing how they work with them – and what they ask them to do. Brands can no longer dictate terms “like they used to,” Pearl says, because creators are now “recognised as being a really important part of the marketing puzzle.” That recognition is also changing what brands value: “You’re not just hiring this person for their following… you hire them because they’re a creator. They create great content. They know how to engage an audience.”

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