Our newsletterIndustry surveyIPA, Oct 2025
Campaign spend share, campaign length and CPM have almost no relationship with influencer ROI, suggesting that creative fit and content matter more
Performance measurement
- Reader Note:
- R squared for all three parameters is under 0.02: 0.0019 for spend share, 0.0198 for active weeks and 0.0175 for CPM. Based on 132 campaigns globally, after excluding outliers defined as an ROI index in the top or bottom 10% and an influencer spend in the top or bottom 10%, so the sample is narrower than the full databank.
- 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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