B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
25%
25% -- marketers reallocating budgets to smaller creators for marketers (2025)
Nearly 25% of marketers are reallocating budgets toward smaller-scale creators.
- Source specifies 'nearly 25%' rather than an exact 25%
Attribution:
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Lighthouse Research Team
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Evidence graded
Value
25%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
35
Freshness
95
Source
blogherald.com
Primary
Tier C
https://blogherald.com/content-digital-publishing/what-brands-are-really-looking-for-in-influencer-p… ↗
Source Article
What brands are really looking for in influencer partnerships
You can think of influencer-brand partnerships like casting a movie.
The brand is the director. They’ve got the vision, the budget, the script. The influencer? They’re the actor.
And no matter how talented the actor is, if they don’t fit the role, the scene just doesn’t land.
Having spent over a dec…
Original Research
blogherald.com
· Original study ↗
Methodology
Approximate figure ('nearly 25%') cited secondhand by blog author
Methodology documented
Segmentation
IndustryMedia
RoleAll marketers
Channelinfluencer
Cite this stat
Plain Text
marketers: 25% marketers reallocating budgets to smaller creators. Source: blogherald.com (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/marketers-reallocating-budgets-smaller-creators
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<blockquote cite="https://lighthousedata.io/data/marketers-reallocating-budgets-smaller-creators" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>25%</strong> -- marketers reallocating budgets to smaller creators for marketers<br><small>Source: blogherald.com (2025) · <a href="https://lighthousedata.io/data/marketers-reallocating-budgets-smaller-creators" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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