Measuring return on investment (ROI) in influencer marketing remains one of the biggest challenges for brands and agencies. According to the 8th edition of the research “ROI & Influence 2025”, conducted by Youpix in partnership with Nielsen, 53% of companies in the market report difficulty in quantifying the ROI of their influencer campaigns.
The survey shows that this is the main reason why many companies hesitate to increase their investments in the sector. Other barriers highlighted were: proving influencer effectiveness (48%), the demand for greater transparency in metrics beyond impressions (43%), strategic planning (19%), and even leadership skepticism about the segment’s effectiveness (19%). Despite the obstacles, more than half (57%) of respondents plan to increase their influencer marketing budgets in 2025.
For Fabio Gonçalves, director of Brazilian and North American talent at Viral Nation and an influencer marketing expert with over ten years of experience, the ROI issue cannot be viewed simplistically.
“When we talk about influencer ROI, we need to understand that it goes beyond direct sales. Return can be brand building, genuine audience engagement, conversion into qualified leads, or even influence on purchase intent. The most common mistake is expecting the influencer to be just a performance channel, when in reality they also operate at the top and middle of the funnel. ROI exists, but it needs to be measured with the right tools and within the objectives set for each campaign. For example, a very important factor in measurement is the trust the influencer brings to the brand; having someone endorse the product’s quality may not always generate a direct sale, but it can lead to a future sale,” he explains.
The professional further emphasizes that each stage of the funnel requires different metrics: “If the brand seeks immediate conversion, it can track ROI through trackable links, coupons, and attributed sales. For awareness campaigns, success metrics could be qualified reach, increased share of voice, or brand lift. There’s no one-size-fits-all formula—ROI in influencer marketing is directly proportional to the alignment of expectations and KPIs defined at the start of the partnership.”
In this scenario, many companies still feel uncertain due to a lack of standardization in the market. But according to Gonçalves, this doesn’t mean results can’t be proven: “What’s often missing is clarity of purpose and consistency in analysis. It’s not about proving whether the influencer works or not, but rather identifying if the right creator was chosen for the right objective. ROI is the result of a well-executed strategy.”
Fabio explains that it’s the duty of influencer agencies to work with brands to define clear KPIs, create measurement methodologies tailored to each objective, and deliver detailed reports that go beyond superficial impression numbers.
“At Viral Nation, our role is to help brands translate creator impact into tangible results, whether in sales, brand equity, or loyalty. Influencer marketing is an investment that delivers returns, but it must be treated with the same strategic seriousness as any other media channel,” he concludes.
METHODOLOGY
The 8th edition of the “ROI & Influence 2025” research, conducted by Youpix in partnership with Nielsen, surveyed 187 professionals from agencies and brands between April 24 and June 30, 2025. The study can be accessed at: https://www.youpix.com.br/pesquisa-roi-2025-download?utm_medium=email&utm_campaign=roi_download&utm_source=RD+Station.
