What Will Be the Key to Influencer Marketing in Europe in 2026?

Earlier this year, we ran a series about influencer marketing all across Europe, called Creator Compass.

One of the overarching themes back in Q1 was the feeling that trends were born and shaped in the US - influencer marketing itself being one of them.

Now that we’re nearing the end of 2025, is that still true? According to a new Kolsquare study, it seems that Europe is creating its own foundations for a booming creator economy. The continent’s influence has grown worldwide with new additions like the Influencer Marketing Trade Body, the Global Influencer Council and the Influencer APPG. 

We’re seeing parliamentary change, regulatory change, financial change; every genre of change under the sun. So, what are the biggest changes that will take us into 2026?