Measuring the 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 survey“"ROI & Influence 2025," conducted by Youpix in partnership with Nielsen, 53% of companies in the market state that they 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 influencer's effectiveness (48%), the demand for greater transparency in metrics beyond impressions (43%), strategic planning (19%), and even leadership's disbelief in the segment's effectiveness (19%). Despite the obstacles, more than half (57%) of respondents plan to increase their influence marketing budgets still in 2025.
For Fabio Gonçalves, director of Brazilian and North American talent 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, genuine audience engagement, conversion into qualified leads, or even influence on purchase intention. The most common mistake is expecting the influencer to be just a performance channel, when in fact 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 that the influencer brings to the brand; having someone vouch for the product's quality doesn't 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 seeks immediate conversion, it can track ROI through traceable links, coupons, and attributed sales. For awareness campaigns, success metrics can be qualified reach, increased share of voice, or brand lift. There is no single formula — ROI in influencer marketing is directly proportional to the alignment of expectations and KPIs set at the beginning of the partnership."
In this scenario, many companies still feel insecure due to the lack of standardization in the market. But, according to Gonçalves, this does not mean that the results cannot be proven: "What is often missing is clarity of purpose and consistency in analysis. It's not about proving whether the influencer works or not, but about identifying if the right creator was chosen for the right goal. 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 creator's impact into tangible results, whether in sales, brand equity, or loyalty. Influencer marketing is an investment that pays off, but it must be approached 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, 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.
