Our newsletterIndustry surveyIPA, Oct 2025
Telco is the one sector where influencer ROI stands clearly above average, at an index of 199, while health and beauty is split between skin care at 132 and fragrances at 65
Performance measurement
| Sector | Average short-term revenue ROI index | Spend (%) |
|---|---|---|
| Ents & Hospitality | 72 | 2.5% |
| FMCG - Total | 103 | 7% |
| Health & Beauty | 107 | 4.5% |
| H&B - Fragrances | 65 | 3% |
| H&B - Hair Care | 111 | 10% |
| H&B - Luxury | 118 | 3.5% |
| H&B - Skin Care | 132 | 3.5% |
| Retail | 100 | 2% |
| Telco | 199 | 0.5% |
Short-term ROI index & influencer spend share by sector, global 2025
Short-term ROI index & influencer spend share by sector, global 2025- Reader Note:
- ROI index benchmark is 100, the all-channel average. Health and beauty overall sits at 107, so the sector leads only through skin care and luxury; fragrances at 65 is the second lowest of the nine sectors shown. Campaign counts: Telco 10, skin care 17, fragrances 21, health and beauty overall 71.
- 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.
- This was measured in one market. It may not hold where you are.
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