Research indicates that 70% of advertisers do not define a funnel strategy for actions with influencers.

Influencer activations have lost ground among brands, with influencer marketing falling 19 percentage points in the media mix of advertisers from 2023 to 2024. Despite this devaluation, the return on investment (ROI) of influencers is the only one with a growth trend, with an increase of two percentage digits year-over-year.

The survey evaluated 11 brands from different sectors with at least one model of Marketing Mix Modeling (predictive modeling for marketing data optimization), from january 2022 to may 2024. The results range from the low strategic clarity of advertisers with influencer marketing to underutilization of influencers by brands.

Lack of strategy in actions with influencers.

The survey found that half of advertisers do influencer marketing, but only 4% of the media budget of those who do are intended for this type of activation. It draws even more attention to the fact that 70% of advertisers do not define a specific funnel strategy for influencer marketing actions. Among those who perform activations with a defined goal, awareness appears first, followed by conversion.

..Will take space to invest more in influence

In addition to having a small slice in the media budget, influencer marketing runs below what is necessary to generate relevant returns. The analysis indicates that advertisers should invest 23% more in this type of strategy, which brings to digital a power equated with the power of ad stock (measurement of the time it takes for the media to take effect) of offline media.

The effect over time of influencer marketing is even higher and longer than that of offline media, with decline only from the fourth week after the media placement. The peak of ad stock of influencers is mainly concentrated in the second week after the placement.

Influencer return on investment is the only one with a growth trend, with a double-digit percentage increase year-over-year. From 2023 to 2024, influencer ROI growth was 51%; from 2022 to 2023, it rose 68%. Influencer investment, however, has been falling year-over-year, which leads to the loss of the opportunity to leverage media mix efficiency.