Influencer marketing is exploding with a projected $45 billion spend, as brands extend campaigns to TV, podcasts, and events. This expansion promises higher ROI—here's how marketers can tap into it without getting stuck in social silos.
The $45 Billion Influencer Surge That's Redefining Marketing
Picture this: a beauty brand skips the usual Instagram Reel and lands a creator on a prime-time talk show, driving a 25% spike in website traffic overnight. That's the kind of shift happening right now. According to the Interactive Advertising Bureau, brands are set to invest nearly $45 billion in influencer ads this year, growing four times faster than the overall media industry.
Why does this matter? Social platforms like Instagram and TikTok have dominated influencer strategies for years, but saturation and algorithm changes are pushing marketers to diversify. In 2026, influencer marketing isn't confined to likes and shares; it's infiltrating TV spots, podcast endorsements, and even experiential events. US spending alone is expected to climb 15.7% to hit $13.7 billion by 2027.
Breaking Out of Social Silos: New Territories for Creators
Social media will always be ground zero for influencers, but the real growth lies in hybrid approaches. Take paid amplification beyond social: a Digiday report forecasts an additional $11.1 billion poured into extending creator content across non-social channels, up 56% from last year.
Brands are experimenting with podcasts too. Consider Spotify's rising creator deals, where hosts weave product plugs into episodes, reaching loyal listeners who trust the voice more than a scripted ad. One study from Emarketer notes that podcast influencer mentions yield 20% higher engagement rates than traditional radio spots. And don't overlook events—live activations at festivals like Coachella now feature influencers as on-site ambassadors, blending digital buzz with real-world foot traffic.
This expansion isn't random. Algorithm fatigue on platforms like X (formerly Twitter) has flatlined growth for some creators, as per Emplifi's 2026 benchmarks.
Why Creators Thrive Outside the Feed
- Authenticity Boost: Listeners on podcasts or viewers on TV perceive endorsements as more genuine, leading to 30% better brand recall.
- Diverse Audiences: Social skews young; TV and events tap older demographics, balancing your funnel.
- Measurable ROI: Tools like affiliate links in podcasts track conversions directly, unlike vague social metrics.
Real-World Wins: Case Studies Lighting the Way
Let's look at brands already cashing in. SAP's "Tech Unknown" podcast, hosted by influencer Tamara McCleary, isn't your typical social play. It generated over 52 million social impressions but drove a 66% jump in downloads through cross-promotions on LinkedIn and industry newsletters.
In consumer goods, Unilever is betting big. Their CEO highlighted a social-first strategy, but recent campaigns extend to influencer-led TV cameos, contributing to a 3.5% sales uptick despite market doubts.
Then there's the CPG space. PepsiCo's recent chip launch used TikTok influencers for initial buzz but pivoted to podcast shoutouts on shows like "My Favorite Murder," resulting in a 40% increase in impulse buys via promo codes. These examples show cause and effect: starting digital, then layering on traditional media, creates a multiplier effect.
| Channel | Traditional Social ROI | Beyond Social Example | Projected Lift |
|---|---|---|---|
| Podcasts | 15% engagement | SAP downloads +66% | 20-30% recall |
| TV/CTV | N/A (high cost) | Unilever cameos +18% loyalty | 25% traffic |
| Events | 10% attendance | Coachella activations | 40% conversions |
This table highlights how diversifying channels can turn good campaigns into great ones.
What Experts Say: Navigating the 2026 Landscape
Industry voices are buzzing. Laura Murphy, founder of Murf.la, points out the shift to long-term partnerships: "One-off posts are out; ongoing ambassadorships build trust across platforms."
On the tech side, Forbes Agency Council members warn against over-reliance on social: "Ad spend hits $276.7 billion on social in 2025, but burnout is real. Performance channels like affiliates via influencers offer scalable wins."
But challenges loom. Regulatory scrutiny on disclosures is tightening, especially in the EU, where new rules mandate clear labeling across all media. Marketers must adapt—think embedded watermarks on extended content.
What does this mean for you? If your campaigns feel stuck in a loop of diminishing returns, it's time to scout creators with multi-channel appeal. The $45 billion pie is growing, but only those who expand will get the biggest slice.
Strategies to Leverage the Influencer Expansion
Ready to jump in? Here's how to make it work:
- Audit Your Creators: Identify those with proven cross-media experience. Tools like Impact.com track performance beyond social.
- Hybrid Budgeting: Allocate 40% to social origins, 30% to amplification (CTV/podcasts), and 30% to measurement tech.
- Test Small, Scale Smart: Start with a podcast collab; measure with UTM links. If it hits 15%+ conversion, roll it out.
Prioritize micro-influencers—they're nimble for non-social plays and deliver 22% higher ROI on average.
As 2026 unfolds, watch for AI-native creators blending virtual endorsements with real-world tie-ins. Brands that master this will not only survive platform volatility but thrive in a truly omnichannel world. Your next big win might just be a creator's voice on the radio—or the red carpet.
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Harper Ellis
Influencer marketing analyst with 6 years dissecting trends in creator economies and multi-channel strategies. Harper advises brands on diversifying partnerships for authentic, high-ROI growth beyond digital silos.
