Influencer marketing in the UK has moved into a more structured and accountable space, according to research shared through IAB UK. Kolsquare gathered insight from more than 600 marketing decision makers across the UK and Europe, producing an annual benchmark on how brands organise teams, invest budgets and work with creators.
The research shows that 89% of brands manage some or all influencer activity in house. In the UK, 84% of marketers plan to work with more creators in the next 12 months, which is above the European average. That intention means there could be continued investment instead of just experimentation.
Micro influencers play a central part in that investment too, with the report stating that 86% of brands collaborate with micro influencers. Budgets are being directed towards paid amplification at 62%, long term partnerships at 59% and user generated content at 55% in 2026. Teams are also focused on compliance, with 69% of marketers prioritising advertising compliance when choosing creators.
The UK market is characterised by high creator volumes and performance driven expectations. Brands and agencies are scaling creator programmes and testing new formats at pace. Influence is embedded in the marketing mix rather than treated as an occasional add on.
Who Is Invyted And How Does It Work?
Invyted is a UK startup founded by 25 year old Asti Wagner, a former food creator who understood first hand how informal many brand and creator relationships could be. The company connects nearly 8,000 creators and has delivered more than 36,000 brand collaborations. It was recently valued at £25m and has expanded into the US.
The platform is designed for hospitality brands that want a more organised way to work with creators. Restaurants post a proposed collaboration on Invyted, such as a hosted meal or event visit. Influencers on the app, whose audiences range from 10,000 followers to more than 20 million, can apply to take part in return for agreed social content on Instagram or TikTok.
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Once the content goes live, performance data feeds directly into Invyted’s dashboard. Restaurants can review how each post performed through tracked analytics instead of chasing updates in private messages. The process replaces informal back and forth with a system that records what was delivered and how it landed with audiences.
Asti Wagner, Founder of Invyted, said: “Invyted was built to help hospitality brands turn creator partnerships into a scalable and measurable marketing channel. We have seen just how powerful influencer collaborations can be in driving real awareness, customer engagement and demand for brands. Partnering with Uber Eats is a significant step for us because it brings that capability to one of the world’s leading food delivery platforms and creates an exciting opportunity to help restaurant partners grow through social-first discovery.”
How Is Uber Eats Using Influencer Marketing To Grow Its Restaurant Network?
Uber Eats operates in thousands of cities globally and connects consumers with local restaurants through its app and website. In the UK, it is embedding influencer marketing directly into the toolkit it gives restaurant partners.
Through the partnership with Invyted, Uber Eats will roll out the platform across its network. Restaurant partners can discover relevant creators, manage collaborations and track campaign performance in real time. Influencer activity becomes a structured customer acquisition channel rather than a one off exercise handled in isolation.
Merve Basci, UK General Manager for Uber Eats, said: “At Uber Eats, we’re focused on supporting our restaurant partners at every stage of their growth, because when they succeed, we succeed. As discovery increasingly happens on social media, giving restaurants the tools to connect with creators and reach new audiences is key. Our partnership with Invyted makes it easier for partners to tap into influencer marketing in a way that is measurable, scalable and drives real business impact.”
Hospitality brands including Ole & Steen, Dave’s Hot Chicken, Spielburger and You Me Sushi have already opted in. The attraction for restaurants is all in the access to creators and real time data. And then for Uber Eats, influencer marketing becomes embedded in how new customers discover restaurants before placing an order.
