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Measuring the ROI of Influencer Marketing Campaigns: Top Things To Know


The influencer marketing industry keeps growing and is expected to hit $21.2 billion by 2023. All kinds of businesses are using influencer marketing to boost their brand, sell more, and connect with customers better. Studies have shown that for every $1 spent, the top 13% of brands make $20 back. But, figuring out this return on investment isn't always easy because the goals can be short-term or long-term, focusing a lot on making the brand more known. This is tricky to measure directly.

Key Takeaways

  • The influencer marketing industry is predicted to reach $21.2 billion by the end of 2023.
  • Influencer marketing can generate impressive ROI, with the top 13% of brands earning up to $20 for every $1 spent.
  • Calculating influencer marketing ROI can be challenging, especially for brand awareness influencer marketing campaigns.
  • Brands need to set specific, measurable goals and define relevant metrics to track the success of their influencer marketing campaigns.
  • Influencer marketing can be effective at all stages of the marketing funnel, from brand awareness to driving sales.

The Meteoric Rise of Influencer Marketing

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According to MediaKix, 35% of brands believe that influencer marketing is very effective.
The world of influencer marketing is booming like never before. Experts think it might hit $21.2 billion by the year 2023. Companies everywhere are jumping on this trend to make their brands better known, sell more products, and connect with their customers in real ways. Studies show that for every dollar the best 13% of companies put into influencer marketing, they earned $20 back. This shows how powerful influencer marketing can be.

Statistics on Industry Growth and Spending

The growth of influencer marketing is clear and fast. Recent data predicts a 16.9% yearly growth up to 2028, hitting a massive $372.8 billion. This big leap is thanks to social media popularity, the power of digital content creators, and the proven success of influencer marketing in helping businesses of all sizes.

Effectiveness of Influencer Marketing Campaigns

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The success of influencer marketing proves its effectiveness.
There's solid evidence that influencer marketing works. A study revealed the top 13% of brands saw a huge return, earning $20 for every $1 spent. Another research found that 80% of marketers see influencer marketing as great for getting their brand known. Sixty percent said it helped sell more and increase their revenue.

Importance of Measuring Influencer Marketing ROI

Influencer marketing is new for many businesses. It brings new chances and challenges. You can amaze people with your first influencer marketing campaigns. However, showing quick results for brand awareness and engagement can be hard. This might spark some doubt early on.

Securing Buy-in from Senior Management

Proving your influencer marketing's ROI is key. It shows your bosses the value you're adding. This helps with getting more support and money for your influencer work. Using real numbers and data can show how influencers help reach your marketing goals.

Identifying Successful Strategies and Tactics

Influencer marketing relies on strong and engaging strategies specific to this initiative.
Looking at your influencer marketing campaigns' ROI can highlight what works best. It shows you what to do more of. You can use this info to make your influencer marketing even better. This focuses your effort to the places that bring the biggest wins.

Rewarding Top-Performing Influencers

Checking the ROI can tell you who your top influencers are. You can then reward them and build strong partnerships. Giving perks and chances to top influencers encourages them to keep making great content. This content keeps your audience hooked.

Key Metrics for Evaluating Influencer Marketing ROI

Every marketer aims to boost sales. So, the sales Return On Investment (ROI) looks at purchases linked directly to influencer marketing. This is mainly tracked with promo codes, analytics, and special tracking links.

Direct Sales Metrics

Brand awareness shows how well your target audience knows and remembers your brand. The ROI for this is how many new customers learn about your brand through influencer marketing campaigns. You can track this with metrics like post reach, follower growth, and website visits.

Brand Awareness Metrics

The ROI for brand engagement is the number of people who interact with your brand online. This measures how many take actions like liking posts, leaving comments, or visiting your website.

Engagement Metrics

By focusing on these key metrics, you can understand how well your influencer marketing campaigns perform. This understanding helps you make smart choices and improve your strategy for the years ahead. BuzzGuru can help you evaluate these key metrics, allowing you to make data-driven decisions. This BuzzGuru review is a detailed article about the tool you can check out.

Calculating ROI for Influencer Marketing Campaigns

ROI is the benefit you get from influencer marketing. Ideally, this benefit should be more than what the campaign costs. Not all ROIs are money-related. For some, ROI comes from making content or boosting brand recognition.

Setting Specific, Measurable Goals

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To avoid loss, you need to take careful consideration of everything that affects your ROI.
Start by making clear, measurable goals for your influencer marketing campaigns. This could be to raise awareness, drive website visits, gain leads, or increase sales. Clearly set out what you aim to achieve so you'll know what to measure.

Defining Relevant Metrics and KPIs

Choosing which metrics to focus on depends on your campaign's goals. Look at reach, impressions, how engaged people are, and more. Pick metrics that show how well your influencer marketing meets your business goals.

Tracking Costs and Investments

Figuring out ROI involves knowing how much your campaign costs. This includes what you pay influencers, any agency fees, what it costs to make things, and money spent on ads. Keep a record so you can see if it's worth it.

Measuring Returns and Benefits

Now, put a monetary value on your campaign benefits. This might be more brand recognition, site visits, quality leads, or direct sales. To find ROI, subtract your costs from these benefits and calculate the percentage. Measuring ROI is key for showing the value of influencer marketing. It helps with decision-making and proves its worth. By using data and improving over time, you can make the most of influencer marketing for your brand. ROI Influencer can help you manage and calculate your campaign's ROI. Learn more about the tool in this ROI Influencer review.

Influencer Marketing Campaigns and the Full Marketing Funnel

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Influencer marketing and the marketing funnel blends well.
Influencer marketing blends well with the marketing funnel's various steps, just like classic techniques. It's important to match your influencer strategy with your aim. If you want to boost brand awareness at the top or increase sales at the bottom, plan accordingly.

Top-of-Funnel: Brand Awareness and Reach

At the funnel's top, influencers excel at increasing brand awareness and broadening your reach. They do this by sharing authentic content with their followers. This introduces your products to new people, getting them interested and moving them down the funnel.

Middle-of-Funnel: Engagement and Consideration

In the middle, influencer marketing campaigns deepen engagement and encourage consumer consideration. They create content that people want to share. This sparks conversations, builds trust, and encourages potential customers to explore what you offer further.

Bottom-of-Funnel: Conversions and Sales

At the conversion stage, influencers play a big role in driving sales. They show your products in real-life situations and give personal endorsements. Exclusive deals and promotions from them can push their followers to buy what you're selling. It's key to know where in the funnel your focus lies and to tailor your influencer strategy accordingly. This way, you'll make the most of your influencer marketing, no matter which step of the customer journey you're trying to enhance.


Using influencers is a big deal for brands. It helps them get more attention, interact more with people, and sell more. But, it's important for brands to check if this method is really working. They should set clear goals, track important numbers, and see if the money they put in is paying off. Figuring out the ROI (Return on Investment) of influencer marketing is important. Brands want their bosses to see the value in what they're doing. Knowing which campaigns and influencers bring the best results helps them improve over time. This is key as the influencer marketing world is quickly growing. To make the most out of influencer marketing, brands must use data to make informed decisions. They need to be ready to change, keep improving, and work closely with influencers who truly match their goals. This way, they can grow their brand's reach, interactions, and sales in the future.


  • What is the current size and growth of the influencer marketing industry?
    The influencer marketing industry is growing fast. By the end of 2023, it's expected to hit $21.2 billion.
  • How effective are influencer marketing campaigns? Influencer marketing campaigns are very effective. Studies show the top 13% of brands can make $20 for every $1 they spend.
  • Why is it important to measure the ROI of influencer marketing campaigns? It's crucial to know your influencer marketing campaigns; ROI. This helps you see what's working to make smart future choices. By knowing your ROI, you can focus on the most effective strategies. This leads to better results for your brand.
  • What are the key metrics for evaluating influencer marketing ROI? Important metrics for influencer marketing campaigns' ROI include direct sales, brand awareness, and engagement. These are measured by likes, comments, and clicks.
  • How do you calculate ROI for influencer marketing campaigns? To calculate your influencer marketing campaigns' ROI, start by figuring out your benefits minus costs. Then, divide that by costs. Finally, multiply by 100 for the ROI percentage. Include influencer fees and ad spend in your costs. Benefits are things like brand awareness and customer loyalty.
  • How can influencer marketing fit into the different stages of the marketing funnel? Influencer marketing is flexible and can work at any funnel stage. At the top, they boost brand awareness. In the middle, they increase engagement. And at the end, they help make sales.
Don't forget to check out this "The Whys and Hows of Tracking Influencer Marketing ROI" article to discover more about your influencer marketing revenue.
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