‘Every stage of the funnel’: How influencer ROI is evolving
From setting non-negotiable goals to bringing a content creator in-house, brands are exploring ever more sophisticated ways of gauging the payback of influencer marketing.
You don’t need to be one of the handful of brands to shell out a reported $2m (£1.5m) for a single social media plug from Kim Kardashian to be worried about delivering value for money when it comes to influencer marketing.
After all, UK companies are set to invest a combined total of a little under a $1bn (£870m) in influencer tie-ups this year alone, according to agency Socially Powerful. While that might be a fraction of the £38.8bn UK ad spend for 2024 forecast by the Advertising Association and WARC, it isn’t small change either. Particularly at a time when all marketers are under pressure to prove the commercial impact of every pound spent.
At microwaveable burger brand Rustlers, for example, the biggest barometer for success when it comes to investment in influencer marketing is how it shifts perceptions of the brand and its product portfolio, explains senior brand manager Rebecca Simpkin.
