Our newsletterIndustry surveyIPA, Oct 2025
Influencer short-term ROI index is close to the all-channel average in most markets, ranging from 92 in Germany to 125 in Belgium
Performance measurement
| Market | ROI Index | % of spend in influencers (approx.) |
|---|---|---|
| Belgium | 125 | 0.5% |
| Rest of Europe | 101.9 | 1% |
| Italy | 101 | 5.4% |
| UK | 99 | 4.1% |
| Rest of World | 98 | 1.1% |
| US & Canada | 96 | 4% |
| Germany | 92 | 5.1% |
Short-term ROI index and % of spend in influencers, by market
Short-term ROI index and % of spend in influencers, by market- Reader Note:
- ROI index benchmark is 100, the all-channel average. The two ends of the range are the two smallest cells: Germany 92 on 8 campaigns and Belgium 125 on 6. The large cells sit almost exactly on the average, Italy 101 on 73 campaigns and the UK 99 on 59.
- Evidence:
- Observed behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- 220 paid influencer campaigns from 144 brands across 36 sectors and 28 markets, covering £133m in spend; sample generally consists of larger brands using marketing mix modelling, and all campaigns had at least some positive influencer result — campaigns where influencer spend produced no result at all are excluded from the databank, so IPA itself says the bottom of its ROI range is significantly under-reported and every ROI index in the report is therefore read as an upper estimate.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Comparing yourself against a similar segment, and choosing what to test next.
Not for
- Saying that one thing caused another, or predicting what you would get.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- The source never says when this data was collected. It could be considerably older than the publication date suggests.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
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