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 many companies hesitate to increase their investments in the sector. Other highlighted barriers 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 specialist with over ten years of experience, the issue of ROI cannot be viewed simplistically.
“When we talk about influencer ROI, we need to understand that it goes beyond direct sales. Returns can include brand building, genuine audience engagement, qualified lead conversion, or even influencing purchase intent. The most common mistake is expecting the influencer to be merely 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 defined for each campaign. For example, a crucial factor in measurement is the credibility the influencer brings to the brand; having a person endorse product quality may not always generate an immediate sale, but it can lead to future sales,” he explains.
The expert 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 might include qualified reach, increased share of voice, or brand lift. There is 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 market standardization. But according to Gonçalves, this does not mean results cannot be proven: “What’s often missing is purpose clarity and consistency in analysis. It’s not about proving whether the influencer works or not, but identifying if the right creator was chosen for the right objective. ROI is the result of a well-executed strategy.”
Fabio explains that it is the duty of influencer agencies to work alongside brands to define clear KPIs, create measurement methodologies tailored to each objective, and deliver detailed reports that go beyond surface-level 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 yields returns, but it needs to 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 agency and brand professionals 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.
