Activations with influencers have lost ground among brands, with influencer marketing dropping 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 a double-digit percentage increase year on year. The conclusions are part of the study conducted by the martech Uncover
The research evaluated 11 brands from different sectors with at least one Marketing Mix Modeling (predictive modeling for optimizing marketing data) model, in the period from January 2022 to May 2024. The results range from the low strategic clarity of advertisers with influencer marketing to the underutilization of influencers by brands
There is a lack of strategy in actions with influencers
The survey found that half of the advertisers engage in influencer marketing, but only 4% of the media budget of those who do it is allocated to this type of activation. It is even more noteworthy that 70% of advertisers do not define a specific funnel strategy for influencer marketing actions. Among those who carry out activations with a defined objective, awareness comes first, followed by the conversion
…There is room to invest more in influence
In addition to having a small share of the media budget, influencer marketing is executed below what is necessary to generate relevant returns. The analysis indicates that advertisers should invest 23% more in this type of strategy, that brings to the digital a power comparable to the ad stock (measurement of the time it takes for media to take effect) of offline media
The effect over time of influencer marketing, inclusive, is higher and longer than that of offline media, with a decline only starting from the fourth week after the media airing. The peak of influencer ad stock is mainly concentrated in the second week after the airing
The return on investment from influencers is the only one with a growth trend, with a double-digit percentage increase year on year. From 2023 to 2024, the growth of influencer ROI was 51%; from 2022 to 2023, he rose 68%. Investment in influencers, however, has been declining year after year, what leads to the loss of the opportunity to leverage the efficiency of the media mix.
