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3 Trends in Influencer Marketing 2026

Remember the post about influence marketing trends? We've gathered three more interesting trends and added cases of Russian brands that are already using them.

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Creator Commerce and AI Influencers


Social commerce is becoming the main driver of sales: the market could grow from $1.6 trillion to $6.23 trillion by 2030. Brands use human creators for trust and AI avatars for 24/7 sales. For example, the Russian brand Zarina created a virtual ambassador—a digital model resembling Lyubov Aksyonova. The launch was accompanied by a contest to name the avatar, which generated high reach and engagement from the audience.

Sociality Beyond Social Networks


TikTok already has over 1.3 billion AI videos, and against this backdrop, audiences increasingly value live communication. Communities on Discord, Patreon, Substack, and Telegram are growing in popularity: 55% of users prefer such spaces, and brands gain up to +20% loyalty there.

New ROI Expectations


Influence is no longer measured by likes—brands need commercial returns: sales, conversions, and CPA. The online cinema Okko launched a CPA campaign with 1,200 bloggers, promoting subscriptions through Telegram, VK, YouTube, and other platforms.

Source: Ogilvy (eng)

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