Keepers presents the study ‘Influencer Marketing Trends 2026: Creative Influence beats the algorithm’

At its offices in Madrid, the influencer marketing agency Keepers, part of APPLE TREE, presented the study “Influencer Marketing Trends 2026: Creative Influence Beats the Algorithm”. The report analyses the key trends set to shape the future of influencer marketing and brought together marketing professionals, content creators and industry experts.

The event put forward a clear message: in a landscape defined by content saturation, algorithm fatigue and the rapid advancement of artificial intelligence, creativity, authenticity and human connection are emerging as the true drivers of influence. The study aims to guide brands and creators towards the most effective strategies for connecting with audiences in an increasingly dynamic and competitive digital ecosystem.

The day opened with a presentation by Sergio Barreda, CEO and founder of Keepers, who shared the study’s main conclusions and stressed the importance of brands and creators committing to more human, relevant and culturally connected narratives.

“The algorithm is a tool, but it cannot replace judgment, creativity, or social sensitivity. Real influence is built from the human side,” Sergio emphasized during his speech.

The report identifies ten major trends that will define influencer marketing in 2026. These include the humanisation of content over artificial perfection; the rise of user-generated content as a key driver of ROI; the growing importance of brand safety; a return to long-form formats; the consolidation of podcasts as premium content; the expansion of social commerce; polarisation as a cultural element; and the strategic role of AI and data intelligence as a support — not a replacement — for human judgement.

The programme continued with a presentation by Pilar Sánchez, Head of Top Creators & Agencies at YouTube Spain, who shared the latest developments expected in 2026 across major digital platforms. Her insights offered a first-hand look at the tools, trends and opportunities that platforms will make available to creators and brands in the coming year.

This was followed by a roundtable discussion titled ‘Creative influence: will it dominate the algorithm?’, moderated by Lorena Garam, with contributions from Benja Serra (@benjaserra), Marta Arranz (@eso.es.un.insight), Carla Vera (@carlaverahuerta) and Itziar Oltra (@temtodoesmkting). The panel explored the role of creativity, personal exposure, community building and the need for brands and creators to collaborate through trust, consistency and co-creation, rather than relying solely on metric-driven strategies.

The conversation highlighted a shared conclusion: influence is no longer measured purely by reach, but by credibility, affinity and the ability to generate cultural impact. The creators who truly stand out are those capable of building their own narratives and fostering lasting relationships with their audiences.

With this study and event, Keepers reinforces its position as a benchmark in creative influence and continues to consolidate its leadership within the sector. By championing creativity and creator talent, the agency provides brands and professionals with the insights and tools needed to stand out in a constantly evolving digital landscape.