Remember when everyone started talking about the influencer recession?
It felt like people were suddenly tired of influencers. Too many sponsored posts, too many products we supposedly couldn’t live without, and too many creators telling us that something was their absolute favorite thing ever.
Until the next sponsored post, of course. lol
I wrote about the influencer recession when that conversation first started, and I’ve been curious about what’s happened since. Because here’s what’s interesting. Brands are still spending money on influencers, and people are still buying products based on recommendations. But something definitely feels different.
What Happened to the Influencer Recession?
When people started using the term influencer recession, they weren’t necessarily talking about brands running out of money or influencers losing their jobs. They were talking about people getting tired of influencer culture. The constant selling. The perfectly curated lives. Or the feeling that every recommendation might come with a commission attached.
And honestly, I understood it.
I love following creators who introduce me to interesting products, share helpful information, or simply make me laugh. But there’s a difference between following someone you genuinely enjoy and feeling like you’re watching one long commercial.
That’s what made the influencer recession conversation so interesting to me in the first place.
Brands Are Still Spending Money
Here’s the part that surprised me. The Interactive Advertising Bureau projected that U.S. creator advertising spending would reach approximately $44 billion in 2026, up from an estimated $37 billion in 2025.
So clearly, brands haven’t abandoned influencers.
But I think the bigger question is whether they’re getting pickier about who they work with. Having a million followers looks impressive, but what happens if nobody trusts your recommendations? And what happens when a smaller creator has an audience that actually listens?
Those are the questions I think brands should be asking.
People Aren’t Tired of Recommendations. They’re Tired of Being Sold To.
I think there’s an important difference here.
I still love hearing about a product someone genuinely uses. If a creator I’ve followed for years recommends something that makes sense for their lifestyle, I’m probably going to pay attention. But when someone promotes a different must-have product every three days, I start wondering how much they actually love any of them.
And I don’t think I’m alone.
Research from YPulse in 2026 found that 73% of surveyed young consumers trusted smaller creators more than big influencers. That’s a pretty interesting shift. It also helps explain why I’ve been writing about why audiences are skeptical of influencers. People still want recommendations. They just want to believe the person making them.
Smaller Creators Might Have an Advantage
For years, it seemed like the goal was to get as many followers as possible. And sure, a large audience can create incredible opportunities. I’m not suggesting that big influencers are suddenly irrelevant. But smaller creators have something that’s becoming increasingly valuable: a specific audience that knows what to expect from them.
Think about a creator who talks about affordable family meals every week. Their audience follows them because they want realistic recipes, grocery ideas, and products that make dinner easier. A partnership with a kitchen brand would make perfect sense.
Now imagine that same creator suddenly promoting luxury sports cars. A little confusing, right? That’s why I think brands choosing smaller creators is such an interesting conversation. Sometimes having the right audience matters more than having the biggest one.
What Does This Mean for Content Creators?
If you’re a creator, I wouldn’t look at the influencer recession as a reason to panic. I’d look at it as a reminder that your audience is paying attention. They notice when you recommend something that makes sense. They also notice when you’re promoting something that feels completely disconnected from the content they followed you for.
And here’s something else I’ve been thinking about. You don’t have to build your entire business around brand partnerships. You can write a blog, grow an email newsletter, create searchable content, earn affiliate income, or offer services. There are plenty of ways to make money as a content creator without becoming a walking advertisement.
That’s one of the things I love about the creator economy. There isn’t just one way to participate.
What Should Brands Take Away From This?
If you’re a small business owner thinking about working with creators, don’t automatically assume the person with the most followers is your best option. Look at what they create. Pay attention to their audience. And ask yourself whether your product would make sense in their content.
I’d much rather see a thoughtful partnership with a smaller creator than another sponsored post that feels like someone reading directly from a product description.
People can tell the difference.
So, Are We Still in an Influencer Recession?
I think we’re still experiencing influencer fatigue. But I don’t think influencer marketing itself is disappearing. Brands are still investing, creators are still building businesses, and audiences are still interested in recommendations.
What’s changing is how much trust people are willing to give. And maybe that’s a good thing!
Because if the influencer recession means creators become more thoughtful about what they promote, brands become more intentional about their partnerships, and audiences get better content out of it, I’m not sure that’s a recession at all. Maybe it’s just influencer marketing growing up.
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FAQ
What is the influencer recession?
The influencer recession describes growing frustration with influencer culture, particularly excessive sponsored content, questionable product recommendations, and the feeling that everything online has become an advertisement. It doesn’t necessarily mean influencer marketing spending is declining. Instead, it reflects changing audience expectations and attitudes toward creators.
Is the influencer recession still happening in 2026?
Influencer fatigue is still part of the conversation in 2026, but influencer marketing itself hasn’t disappeared. Brands continue investing in creators, while audiences are becoming more selective about whose recommendations they trust. The bigger shift seems to be toward authenticity, relevance, and meaningful connections.
Are brands still paying influencers?
Yes! Brands continue working with influencers and content creators to reach potential customers. However, follower count isn’t the only factor worth considering. Audience engagement, content quality, trust, and how naturally a product fits into a creator’s content can all influence a brand’s decision.
Why are smaller influencers becoming more popular?
Smaller influencers often create content for specific communities and interests. That can make their recommendations feel more relevant to their followers. For brands, working with a smaller creator who reaches the right audience may be more valuable than reaching a much larger audience with little interest in the product.
Is influencer marketing still worth it for small businesses?
It can be! Small businesses may benefit from partnering with local creators, niche influencers, or people who already use and enjoy their products. The key is choosing partnerships based on audience fit and business goals rather than follower counts alone.
