More than half of creators’ Instagram Reels audiences are majority non-followers
Sprout Social’s platform analysis found that for Instagram Reels and posts, more than 50% of creators have audiences where 70%+ of viewers aren’t following them. Stories work differently (built for existing followers), where only 10% of creators see that same non-follower majority. It’s more evidence that on the biggest discovery formats, algorithmic distribution has become […]
Only 17% of consumers say follower count matters when deciding to follow a creator
In Sprout Social’s 2026 survey of 2,250 social media users, just 17% cited an influencer’s follower count as a factor in deciding whether to follow them. What people actually check first is what a creator posts about, cited by 47%, followed by which brands that creator partners with (29%) and the quality of their most […]
76% of marketers increased their influencer marketing budget in 2026
Sprout Social’s 2026 influencer marketing report found that 76% of marketers increased their influencer marketing budget compared to the previous year (54% by 1-10%, 22% by 11% or more) at a time when marketing budgets broadly are flat or shrinking. Only 5% of marketers reported any budget cut. Source The Next Wave of Influence: AI […]