The 2026 trends in influencer marketing: the strategic value of agencies

We had the pleasure of participating in Stellar Tech's Influencer Marketing Trends Guide, a white paper that brings together the insights of several industry experts to better understand how influencer marketing campaigns are evolving and the role of public relations and influencer marketing agencies today. Here is where you can consult the guide: https://lnkd.in/ekue6bkK

At Thara Comms, we shared our vision of the role of agencies in 2026. From our point of view, an agency is no longer just about executing a campaign: it acts as a true strategic conductor between brands, content creators, and their communities. Even before contacting talents, we strongly believe in taking a moment to reflect together on the objectives, the message to convey, and the best way to measure the success of a campaign. A good brief, relevant creator casting, and smooth collaboration often make all the difference in the quality of the content created.

We also shared a principle that guides several of our campaigns: the power of combining paid influencer marketing and organic influencer marketing. Paid collaborations help structure the messages and ensure that certain key information is prominently highlighted. Conversely, media invitations, experiences offered to creators, or personalized gift packages can generate more spontaneous content that resembles a natural recommendation. In the most effective campaigns, these two approaches complement each other to increase both the credibility and discoverability of a brand.

We also emphasized an element that seems increasingly important in a world where content is multiplying: creating better, not just creating more. Finding the right content creators, those who are already sensitive to a brand's universe, allows for much more authentic collaborations. Over time, agencies also accumulate a large amount of data and experience that helps identify the profiles that will resonate best with an audience.

In our contribution, we also shared an example of a campaign where a small budget led to a very nice impact through a targeted strategy. By focusing on hyper-personalized gift packages for personalities sensitive to the cause of mental health, several creators spontaneously shared their experience with their community, reaching nearly a million subscribers.

This is a great example that reminds us that in influencer marketing, the quality of strategy, relationships, and storytelling can sometimes generate much more impact than a massive approach.

In short, a great opportunity for us to contribute to the reflection on the evolution of our industry and to share a glimpse of how we envision the influencer and public relations campaigns of tomorrow. Thank you to the Stellar Tech team for the invitation and for this initiative that highlights the practices and ideas that are evolving our profession.