Influencer Marketing ROI: The True Value of Influencer Marketing – A Comprehensive ROI Analysis

Influencer marketing has become an integral part of modern-day marketing strategies. It has taken the digital world by storm and has proved to be an effective way to engage with audiences, build brand awareness and drive sales. However, measuring influencer marketing ROI (return on investment) of influencer marketing campaigns can be a tricky task.

In this article, we’ll look at how to measure influencer marketing ROI, the benefits of influencer marketing, the cost of influencer marketing, and a comprehensive ROI analysis of influencer marketing campaigns.

Key Takeaway

Influencer marketing is the process of partnering with individuals or content creators who have a significant following on social media platforms to promote a brand’s products or services. By leveraging their credibility, expertise, and influence, brands can reach out to their target audience in a more authentic and personal way.

But, with the increasing demand for influencer marketing, it’s important to understand the ROI of these campaigns. Measuring the ROI of influencer marketing helps brands determine their campaigns’ effectiveness and make informed decisions for future marketing strategies.

Let’s dive in and explore the true value of influencer marketing ROI.

What is Influencer Marketing ROI?

ROI measures the return on investment for a particular marketing campaign. In the context of influencer marketing, ROI refers to the value that a brand generates from its influencer marketing efforts in relation to the resources invested.

Why is it important to measure ROI?

Measuring ROI is crucial to understand the effectiveness of influencer campaigns. It enables brands to determine if the campaign is worth the investment and if it aligns with the overall marketing goals.

How to measure Influencer Marketing ROI

1. Determining campaign goals

The first step in measuring ROI is to determine the campaign’s goals. Whether the goal is to increase brand awareness, drive sales, or boost engagement, it’s essential to set clear and measurable objectives.

2. Calculating ROI

To calculate influencer marketing ROI, the formula used is (Return – Investment)/Investment. The return can be measured in terms of website traffic, sales, leads generated, or any other relevant metric.

3. Key performance indicators (KPIs) for ROI measurement

To measure ROI effectively, it’s essential to identify the key performance indicators (KPIs) that align with the campaign goals. These may include reach, engagement, clicks, conversion rates, or revenue generated.

The Benefits of Influencer Marketing

The importance of influencer marketing cannot be overstated. According to a report by Influencer marketing hub, the influencer marketing industry is expected to grow to over $21 billion in 2023. Furthermore, studies have shown that consumers are more likely to trust influencers’ recommendations than traditional advertising methods.

Here are some benefits of influencer marketing:

1.    Improving Brand Awareness

Influencer marketing can be an effective way to increase brand awareness. By partnering with influencers who have a relevant and engaged audience, brands can extend their reach and get in front of a new audience.

A study by Influencer Marketing Hub shows that 93% of marketers agree that influencer marketing effectively improves brand awareness.

2.    Increasing Engagement

Influencer marketing can also increase engagement levels by generating content that resonates with the target audience. Influencers can help to build a deeper connection between the brand and its audience by creating engaging and authentic content.

According to a report by Linqia, 71% of marketers use influencer marketing to boost engagement levels.

3.    Driving Sales

Influencer marketing can also be effective in driving sales. Brands can reach potential customers interested in their products or services when they partner with influencers with loyal and engaged audiences.

A study by Flamin Joy found that influencer marketing campaigns can generate up to 11 times the ROI of traditional advertising methods. Similarly, a 2020 survey by Statista revealed that 60% of respondents believed influencer marketing had a better return on investment (ROI) than traditional advertising.

The Cost of Influencer Marketing

A. Factors that influence cost

The cost of influencer marketing can vary depending on several factors, including the influencer’s follower count, social media platform, and niche. Influencers with large followings, as do those who specialize in specific niches, tend to charge more.

B. Calculating the Cost of Influencer Marketing

To calculate the cost of influencer marketing, it’s essential to consider the fees charged by the influencer, the cost of content creation, and any additional expenses associated with the campaign.

A study by Influencer Marketing Hub found that micro-influencers (those with 10,000-100,000 followers) charge an average of $250 per post, while macro-influencers (those with over 100,000 followers) charge an average of $1,000 per post.

ROI Analysis of Influencer Marketing

To better understand the ROI of influencer marketing, let’s take a look at two case studies.

Daniel Wellington

Daniel Wellington is a watch company that has leveraged influencer marketing to achieve its marketing goals. By partnering with micro and macro-influencers on Instagram, the company was able to increase brand awareness and drive sales.


Glossier is a beauty brand that has successfully used influencer marketing to drive sales and build a loyal following. The company has been able to create a community of loyal customers who trust the brand through partnering with influencers on Instagram and YouTube.

In one of its campaigns, Glossier partnered with macro-influencer @emilywweiss, the founder of the beauty website Into the Gloss. The influencer shared a photo of herself wearing Glossier makeup and recommended the products to her followers. The post received over 25,000 likes and generated over $100,000 in sales within 48 hours.

The cost of the campaign was $5,000, which included the influencer’s fee and the cost of content creation. That’s an ROI of 1,900%.

Influencer Marketing ROI FAQs

What is the ROI for influencer marketing?

The ROI (Return on Investment) for influencer marketing can vary widely depending on the campaign’s objectives, industry, audience, and influencer type.

However, a survey conducted by The Social Shepherd found that the average ROI for influencer marketing campaigns was $5.20 for every $1 spent. This indicates that influencer marketing can be an effective way to generate a positive return on investment.

What percentage is good ROI marketing?

A good ROI percentage for marketing can also vary depending on the industry, campaign goals, and budget. But a survey by Web Strategies Inc. found that marketers consider an ROI of 5:1 (500%) a good benchmark.

This means that for every $1 spent on marketing, $5 in revenue is generated. However, it is essential to note that ROI percentages can vary widely based on factors such as industry, marketing channel, and campaign objectives.

What is the average RoAS for influencer marketing?

The RoAS (Return on Advertising Spend) for influencer marketing campaigns can also vary depending on the campaign’s objectives, audience, and influencer type.

 According to a report by Sales Lion, the average RoAS for influencer marketing campaigns was $6.50 for every $1 spent.

This suggests that influencer marketing can be an effective way to generate revenue, and many businesses find it to be a worthwhile investment. However, it is important to note that the RoAS can vary depending on the industry, campaign goals, and the influencer’s audience and engagement.


In conclusion, influencer marketing can be a highly effective way to engage with audiences, build brand awareness, and drive sales. Measuring the ROI of influencer marketing campaigns is crucial to understanding the campaign’s effectiveness and making informed decisions for future marketing strategies.

By setting clear goals, identifying key performance indicators, and partnering with the right influencers, brands can achieve a high influencer marketing ROI on their influencer marketing campaigns. As the industry continues to grow, influencer marketing will likely remain a crucial component of modern-day marketing strategies.

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