Advertising on Social Media: How Influencer Marketing and Social Ads Are Most Effectively Used

A recent analysis by OMD Germany and Eye Square found that influencer marketing budgets will continue to rise in 2026, but the effectiveness of creator collaborations compared to classic social ads is still being questioned. The study aims to determine why influencer marketing and social ads are not in competition with each other.

The findings of this analysis are significant for social commerce as they highlight the importance of understanding the roles of both influencer marketing and social ads in a marketing strategy. By recognizing that these two disciplines are not mutually exclusive, businesses can optimize their marketing budgets and create more effective campaigns, ultimately driving sales and revenue through social media platforms.