Influencer marketing continues to change, and for many marketers navigating this shift, there is one question on their mind. Which creators will actually deliver impact for my brand and why?  

Most know that success is no longer about follower counts, jumping on trends or one-off collaborations. Instead, it’s about working with creators who genuinely resonate with their communities and align with the company’s brand values.

If you are considering using influencers as part of your marketing strategy you’ll want to read our latest report. Now in its fourth year, the report, built using data from Modash, analyses the top 20 influencers that are driving meaningful interaction in Scotland on TikTok, and details first-hand insight from the creators themselves. 

Through candid Q&As, creators share what makes a successful partnership, including how brands can brief better, collaborate more effectively and avoid common problems that can limit campaign performance.

We take a look at influencer tiers, and how the right mix can significantly improve campaign effectiveness and be cost effective. From cultural storytellers to musicians, island-based lifestyle creators and sustainability advocates, the list highlights the breadth of talent brands can tap into right now and provides you with a practical framework for influencer selection. 

From personality-led storytelling and “coorie” lifestyle content to sustainable travel and the rise of raw creative performance, the report outlines the key trends that will define influencer marketing in the year ahead, and what they mean for brand strategy.

We understand that brands that succeed in 2026 will be those that understand where influence is really coming from and how to work with creators in a more collaborative, authentic way.

So, whether you’re refining an existing influencer strategy or building one for the first time, download our Spey Influencer Report 2025 to gain the insight, data and perspective you need to stay ahead.

Download the report here.