The calendar year starts in January. The US government’s fiscal year starts in October. The school year in the Northern Hemisphere begins in August.
I’m here to propose that influencer marketing’s year starts in April.
Before you fight me, I have data to back up my claim.
I’ve been reading The Influencer Marketing Factory’s Brand Deals Report 2026 again, and when you look at the brand-creator deal volume across the year, it moves in a pretty predictable loop.
Season #1: The lull season (April-June)
Looking at monthly volume, Q2 is the weakest quarter across the board. The fewest number of brand-creator collabs happens from April-June.
At a quarterly level, TikTok and YouTube hit their lowest collab share in Q2 at 17%. Instagram is slightly higher at 20%, but it’s still the lowest of the year.
And May is the quietest month across platforms.
So, what is the best thing to do during this season?
Run tests you’ll never have time for in Q4: new creator archetypes, new platforms, new content formats, new offers. (This is where you can afford to be wrong.)
Build a “bench” for peak season: shortlist 10–50 creators (depending on the size of your program) you’d happily rehire, so you’re not scrambling later.
Negotiate calmly: lock in bundles or retainers while calendars are still open
Fix the plumbing: update templates, outreach, approval flows, and creator FAQs, so Q4 doesn’t turn into spreadsheet hell. (This is the best time to buy Modash, at its lowest price. Our prices are going up on July 1, 2026.)
Season #2: The build-up season (Jul–Sep)
Q3 is when everything starts to pick up pace. We haven’t reached peak season yet, but things are clearly ramping up.
In the Brand Deals report, Q3 sits around 20–23% collab share across platforms, signaling the market waking back up and getting ready for the end-of-year rush.
What to do during this season:
Lock the partnerships that will matter in Q4: Aug–Sep is your sweet spot for rates + availability.
Pre-approve concepts early: so creators have time to actually make good content.
Start production before the panic: shipping, samples, creative direction, talking points, approvals — all the stuff that makes you panic in November.
Season #3: The peak season (Oct–Dec)
Q4 is the busiest quarter for collaborations across all three platforms:
TikTok: 29%
Instagram: 29%
YouTube: 31%
This is not groundbreaking news. We all feel it every year. But it’s cool to see it show up in the actual data.
What you’re doing during this season:
Treat it like execution season: if you’re still “looking for creators” in October, you’re late. You can still get through it, but it won’t be a great time.
Protect your team’s bandwidth: fewer new experiments, more repeatable plays that you know you can ship.
Over-communicate with creators: confirm posting windows, backup dates, and approvals before everyone goes offline for the holidays.
Keep one slice of budget unassigned: something will blow up (inventory, shipping, creator availability). You’ll want wiggle room.
Aim your big bets at platform peak windows:
Instagram peaks in November (9.9%)
YouTube peaks in December (11.4%)
TikTok peaks in…January (12.1%)
Season #4: The cool-down season (Jan–Mar)
This is when you want to calm down, because the calendar year has changed. Unfortunately, the market still hasn’t gone to sleep. Look alive for a few more months, gang.
TikTok’s quarterly share of brand-creator collabs is highest in Q1 (34%), and its single biggest month of the year is January (12.1%).
Both YouTube and Instagram are still going strong, though, only dropping 1-2 percentage points from their peak season levels.
How to use this season:
Do a Q4 post-mortem while it’s fresh: what performed, what flopped, and what you’d repeat.
Renew partnerships early: bring back your best creators while budgets reset and calendars are open
Stretch the season where it’s still hot, especially on TikTok, where January is the biggest month.
🩷A good influence
This week, I’m sharing Modash’s very own TikTok account @modash.io
Who they are: Simone Partner is our content product. If you’ve joined any Modash Live, you’ll remember her as the host who always has just the right prop at arm’s length.
Why they’re worth a follow: Here are a few of my personal favorite reasons.
Dream collab: You! Follow us (well, Simone) and tell us how you really feel about the weird and wonderful world of influencer marketing.
See you next time!
Eleni Zoe xx
Brand @ Modash. Say hi on LinkedIn
Brought to you by Modash
The influencer marketing platform that brands on Shopify use to manage and grow influencer programs in one place.
