Industry surveyIPA, Oct 2025

Influencers’ long-term sales multiplier in the UK is 3.35, higher than any other channel in the study

Channel validation

Channel	Long-term multiplier	% of overall sales contribution (approx.)
Influencers	3.35	5%
Linear TV	3.27	45%
BVOD	2.56	7%
OOH	2.33	3%
Print	2.32	4.5%
Online Video	2.2	3.2%
Cinema	2.15	0.5%
Audio	2.02	6.5%
Paid Social	1.98	9%
Online Display	1.56	3%
Generic PPC	1.54	14%

Long-term sales multiplier and % of overall sales contribution by channel (UK)

Reader Note:: The multiplier is total effect, short and long term together, divided by the short-term effect. Linear TV is just behind at 3.27, and the two lowest are online display at 1.56 and generic PPC at 1.54. UK-only and based on 18 campaigns where long-term effects were captured.
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.

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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.

4.4x

How much better an AI search visitor converts compared to an organic search visitor, on average

of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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is the short-term ROI index for influencer campaigns in the UK, right on the market average with 4.5% of short-term sales (excluding campaigns that produced no result)

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Influencers’ long-term sales multiplier in the UK is 3.35, higher than any other channel in the study

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