Kolsquare interview: shaping 2026 influencer marketing trends with performance 

How do you perceive the evolution of influencer marketing in 2026? What do you believe are the major trends reshaping the relationship between brands and creators?

Influencer marketing will continue to evolve with heightened attention to transparency and measurable performance. Brands will look beyond simple engagement kpis to evaluate the true business impact of their campaigns. We are witnessing a professionalisation of creators, who are becoming genuine strategic partners for brands. The rise of technology, particularly AI and machine learning, will streamline the selection of the right creators and optimize campaigns. In 2026, brands must find the right balance between creativity and data to successfully capture audience attention in an authentic way. These shifting dynamics are among the most critical influencer marketing trends we are monitoring this year.

Brands today are looking to measure the performance of their influencer campaigns more closely. How does Kolsquare meet this demand for transparency and efficiency?

At Kolsquare, our primary goal is to structure and clarify how brands measure the roi of their influencer campaigns. Thanks to our data-driven platform, we offer advanced impact-measurement tools that allow brands to track performance in real time and adjust their strategy during the campaign. Our performance indicators are designed to provide a comprehensive, transparent view of results, ranging from reach and share of voice to detailed metrics on engagement and creator authenticity.

Influence and affiliate marketing are drawing closer than ever. How do you view this convergence between the two worlds?

Influence and affiliate marketing have always been complementary, as they share common goals: generating measurable results while maintaining an authentic relationship with audiences. Affiliate marketing, with its performance-based model, is a powerful driver, while influencer marketing extends organic reach. The convergence of these two approaches offers a more integrated and efficient path for brands looking to measure immediate impact while building long-term partnerships with creators.

The collaboration between Kolsquare and Affilae perfectly illustrates this complementarity between influence and performance. How can these two platforms enrich each other to create more value for brands and creators?

The partnership with Affilae strengthens Kolsquare’s data-driven approach by enabling brands to connect influencer marketing with a high-performing affiliate model. Through this alliance, we offer brands a 360-degree view of their campaigns, where the impact of each influencer can be tracked, measured, and optimized in real time. Creators benefit from greater transparency and new monetisation opportunities, while ensuring that their work is recognized for its true value.

Data and artificial intelligence play an increasing role in kol selection and campaign evaluation. How does Kolsquare leverage these drivers to refine targeting and collaboration relevance?

At Kolsquare, artificial intelligence and advanced algorithms allow us to analyze massive volumes of data, providing brands with a clear and reliable reading of the creator ecosystem. Our tools help evaluate profile authenticity, content consistency, alignment with brand values, and audience relevance to build stronger collaborations.

AI also plays a key role in compliance challenges, particularly through our Compliance Score, which automatically analyzes whether legal disclosure requirements specific to each country are respected, such as commercial communication labels. Data thus becomes a genuine decision-making tool, from the initial selection phase all the way to campaign performance analysis.

Ethics, sustainability, and transparency are now at the heart of audience expectations. How does Kolsquare support brands and creators through this transformation?

Ethics, sustainability, and transparency are at the very core of influencer marketing’s transformation, and for Kolsquare, it is in our dna. We have been a purpose-driven company (“entreprise à mission”) since 2020 and B-Corp certified since 2024. This reflects a strong responsibility in how we develop our product, govern our company, and contribute to structuring the sector, notably through our active involvement in bodies like the UMICC or the EIMA (European Influencer Marketing Alliance).

For brands and creators, this translates into tools and data that promote more responsible and transparent practices: compliance indicators, clear performance metrics, and a better understanding of audiences and content. Our role is to empower them to run more sustainable collaborations that align with public expectations. The goal is to contribute to a harmonization of practices for a more professional, responsible, and sustainable influencer ecosystem.

Lastly, if you had to summarize Kolsquare’s vision for 2026 in a single sentence, what would it be?

In 2026, influencer marketing will no longer be perceived as an experimental or opportunistic channel, but as a core pillar of the marketing mix—at the crossroads of brand equity, performance, and responsibility. Partnerships between brands and creators will be longer-term, more professional, and guided by clear standards of transparency and compliance, cementing influence as a fully mature, measurable, and integrated business channel.