INFLUENCER MARKETING BUDGET CALCULATOR: HOW TO ALLOCATE SPEND IN 2026

Summary from the TLDR Marketing newsletter

Most influencer marketing budgets are rising and should be set at 10 - 25% of total marketing spend. Allocation typically puts 50 - 60% into nano and micro creators, 20 - 30% into mid and macro creators, and 10 - 20% into testing. Platform spend should concentrate 40 - 50% on a primary channel with the rest split across secondary and supporting platforms. Hidden costs add 40 - 60% on top of creator fees, so programs must be planned as compounding systems, not isolated campaigns.