Measuring return on investment (ROI) in influencer marketing is still one of the major 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 market companies claim to have difficulty quantifying the ROI of their influencer campaigns.
The survey shows that this is the main reason why many companies refrain from increasing their investments in the sector. Other highlighted barriers were: proving the effectiveness of the influencer (48%), demand for greater transparency in metrics beyond impressions (43%), strategic planning (19%), and even leaders’ disbelief in the effectiveness of the segment (19%). Despite the obstacles, more than half (57%) of respondents intend to increase their budgets in influencer marketing still in 2025.
According to Fabio Gonçalves, director of Brazilian and North American talents at Viral Nation, and an influencer marketing specialist for over ten years, the issue of ROI 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, real engagement with the audience, conversion into qualified leads, or even influence on purchase intent. The most common mistake is expecting the influencer to be only a performance channel when in reality they also operate at the top and middle of the funnel. ROI exists but 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 that 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 also emphasizes that each stage of the funnel requires different metrics: “If the brand is looking for immediate conversion, it can track ROI through trackable links, coupons, and attributed sales. For awareness campaigns, successful metrics can be qualified reach, increased share of voice, or brand lift. There is no one-size-fits-all solution — 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 insecure due to the lack of standardization in the market. However, according to Gonçalves, this does not mean that results cannot be proven: “What is often lacking is a clear purpose and consistency in the analysis. It is not about proving whether the influencer works or not, but rather identifying if the right creator was chosen for the right objective. ROI is a consequence of a well-executed strategy.”
Fabio explains that it is the duty of influencer agencies to work together 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 the impact of the creator into tangible results, whether in sales, brand equity, or loyalty. Influencer marketing is an investment that pays off, 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” survey, conducted by Youpix in partnership with Nielsen, interviewed 187 agency and brand professionals between April 24th and June 30th, 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.
