# M+R Benchmarks 2026: Social Media and Influencers

More than half of the nonprofits in the study now work with influencers. Most programs mix paid and unpaid partners, and most use mid-size accounts.

By Victor Ramayrat. Published September 30, 2026. Under 2 min read. Web page: https://socient.ai/insights/mr-benchmarks-2026-social-media-influencers/

## Key takeaways

1. 58% of study participants worked with influencers in 2025.
2. Only 24% used paid influencers alone. 43% mixed paid and unpaid partners.
3. 87% of influencer programs included accounts with 10,000 to 100,000 followers.

## Influencers are now a normal nonprofit tool

58% of the 180 nonprofits in the 2026 M+R Benchmarks Study worked with influencers in 2025. The 2025 edition reported 52% for 2024. The two editions use different groups of nonprofits, so compare the numbers with care.

Interactive chart on the web page: Nonprofits and influencers, by the numbers.

**Use. Share of study participants that worked with influencers outside their organization at least once in the year. The two editions use different groups of nonprofits.**

| Item | Value |
|---|---|
| 2024 (2025 study) | 52% |
| 2025 (2026 study) | 58% |

**Payment. Share of nonprofits that worked with influencers in 2025, by how they paid.**

| Item | Value |
|---|---|
| Paid and unpaid | 43% |
| Unpaid only | 33% |
| Paid only | 24% |

**Account size. Share of influencer programs that included accounts of this size in 2025. One program can use more than one size.**

| Item | Value |
|---|---|
| 10K to 100K followers | 87% |
| 100K to 500K followers | 83% |

**Platform. Share of nonprofits with influencer partnerships that used each platform for them in 2025.**

| Item | Value |
|---|---|
| Instagram | 100% |
| TikTok | 72% |

## Most programs do not pay for every post

One in three programs did not pay influencers at all. 33% used only unpaid partners, 24% used only paid influencers, and 43% used both. An unpaid partner needs a strong reason to post. A close fit with your cause gives that reason.

## Mid-size accounts do most of the work

87% of influencer programs included accounts with 10,000 to 100,000 followers. 83% included accounts with 100,000 to 500,000 followers. Every nonprofit with influencer partners used Instagram, and 72% also used TikTok.

## Not every post asks for money

Direct fundraising asks were part of 61% of influencer programs. The other programs used influencers for stories, advocacy, or volunteer recruitment.

## What to do next

- Start with 3 to 5 creators who already talk about your cause.
- Mix paid and unpaid partners, and give both the same short brief.
- Plan for Instagram first, then test TikTok.

## Common questions

### What share of nonprofits work with influencers?

58% of the 180 nonprofits in the 2026 M+R Benchmarks Study worked with influencers in 2025. The 2025 study reported 52% for 2024, from a different group of nonprofits.

### Do nonprofits pay influencers?

Most programs pay some influencers, but not all of them. 43% used paid and unpaid partners, 33% used only unpaid partners, and 24% used only paid influencers.

### Which platforms do nonprofits use with influencers?

Every nonprofit with influencer partnerships used Instagram. 72% also worked with influencers on TikTok.

## Sources

1. [M+R Benchmarks 2026: Social Media and Influencers](https://mrbenchmarks.com/social-media-influencers/). M+R.
2. [M+R Benchmarks 2025: Social Media and Influencers](https://2025.mrbenchmarks.com/social-media.html). M+R.