Influencer marketing ROI is a key yardstick for marketers and decision makers, influencing how budgets are allocated and how outcomes are judged. This page covers what drives ROI—from the cost/fee structure many brands face to how influencer-generated content performs on owned channels. You’ll also connect measurement importance and top objectives (like awareness) to adoption and investment trends reflected in recent surveys and benchmarks.
Key Takeaways
- 11.0% average influencer marketing ROI across surveyed marketers (2024); ROI reported as 11% on average in the study’s results
- ROI was the #1 priority for influencer marketing measurement among marketers (2024 survey), indicating ROI is the leading performance objective
- 38% of marketers reported “effective” ROI from influencer marketing in a 2020 survey
- Influencer marketing accounts for 26% of brand’s marketing spend on average (a cost base used for ROI calculations) reported by an influencer marketing platform survey (2022)
- Influencer marketing platforms report average CPM premiums versus non-influencer ads in a published pricing analysis (benchmark)
- Brands often pay 10%–20% commission/fees for influencer marketing management through certain agencies (typical agency fee range benchmark)
- 73% of brands say they use influencer-generated content on their own owned channels, reducing incremental content costs and improving ROI
- 49% of marketers plan to increase influencer marketing budgets in the next 12 months (trend survey result)
- 65% of marketers use influencer marketing to improve brand awareness (common stated objective in surveys)
- Marketing decision makers using influencer marketing: 90% of organizations (survey benchmark)
- Influencer marketing adoption: 89% of marketers used influencer marketing in 2023 (survey benchmark)
- Influencer marketing adoption: 86% of marketers planned to use influencer marketing in 2022 (survey benchmark)
Influencer marketing delivers an average 11% ROI, and most brands are prioritizing and expanding it.
Related reading
01 · Category
Performance Metrics11 stats
01
11.0% average influencer marketing ROI across surveyed marketers (2024); ROI reported as 11% on average in the study’s results
02
ROI was the #1 priority for influencer marketing measurement among marketers (2024 survey), indicating ROI is the leading performance objective
03
38% of marketers reported “effective” ROI from influencer marketing in a 2020 survey
04
ROI measurement is “very important” to 50% of influencer marketers in a survey (2021)
05
64% of marketers stated influencer marketing provides better ROI than other marketing channels (2019 survey result reported in industry publication)
06
46% of brands use influencer marketing for direct sales outcomes, aligning ROI with revenue attribution (2021 survey)
07
73% of marketers believe influencer marketing is effective for achieving business goals, a key ROI premise (2022 survey)
08
3.0x increase in average order value (AOV) linked to influencer campaigns reported in a marketing analytics report (case study)
09
38% of marketers use tracking pixels to measure influencer campaign ROI (survey-based metric)
10
72% of marketers report that influencer marketing increases brand awareness (a top-of-funnel ROI input) in a survey (2020/2021)
11
Inflencer marketing led to 2.2x more social shares per campaign than traditional advertising in a comparative industry report
Interpretation
Performance Metrics Interpretation
Performance Metrics show that ROI is the central measure for influencer marketing, with an average reported ROI of 11% and major majorities prioritizing or valuing it, including 50% saying ROI measurement is very important and 64% reporting better ROI than other channels.
02 · Category
Cost Analysis11 stats
01
Influencer marketing accounts for 26% of brand’s marketing spend on average (a cost base used for ROI calculations) reported by an influencer marketing platform survey (2022)
02
Influencer marketing platforms report average CPM premiums versus non-influencer ads in a published pricing analysis (benchmark)
03
Brands often pay 10%–20% commission/fees for influencer marketing management through certain agencies (typical agency fee range benchmark)
04
20% of marketers say influencer marketing is a top priority investment compared with other channels (budget allocation survey)
05
Global influencer marketing market size projected to reach $16.4 billion in 2022 (spend benchmark)
06
40% of marketers report they spend less than $10,000 annually on influencer marketing (budget segment survey)
07
27% of marketers report spending $10,000–$25,000 annually on influencer marketing (budget segment survey)
08
20% of marketers report spending $25,000–$100,000 annually on influencer marketing (budget segment survey)
09
13% of marketers report spending over $100,000 annually on influencer marketing (budget segment survey)
10
Influencer marketing typically delivers video views; average engagement rate on influencer content reported at 1%–5% range depending on audience size (engagement benchmark for cost efficiency)
11
Influencer marketing benchmark: average campaign management fee range $1,000–$10,000 depending on scope (agency management pricing benchmark)
Interpretation
Cost Analysis Interpretation
From a Cost Analysis perspective, influencer marketing typically represents 26% of brands’ marketing spend and often adds measurable overhead through CPM premiums and 10% to 20% agency fees, while budgets are still highly varied with 40% of marketers spending under $10,000 annually.
More related reading
03 · Category
Industry Trends14 stats
01
73% of brands say they use influencer-generated content on their own owned channels, reducing incremental content costs and improving ROI
02
49% of marketers plan to increase influencer marketing budgets in the next 12 months (trend survey result)
03
65% of marketers use influencer marketing to improve brand awareness (common stated objective in surveys)
04
Influencer marketing is expected to grow at a CAGR of 25% from 2023 to 2030 in a market forecast report (growth trend)
05
Fortune Business Insights forecasts influencer marketing market value to grow to $65.0B by 2027 (industry growth trend)
06
US adults who use YouTube: 82% (2023 survey by Pew Research Center) indicating addressable audience size for influencers
07
US adults who use Instagram: 41% (2023 Pew Research Center fact sheet) indicating influencer marketing audience scale
08
US adults who use TikTok: 26% (2023 Pew Research Center fact sheet) supporting influencer marketing reach for ROI
09
US adults who use Facebook: 61% (2023 Pew Research Center) influencing influencer marketing performance in Meta ecosystems
10
US adults who use X/Twitter: 24% (2023 Pew Research Center) for influencer marketing potential
11
Mobile accounts for 57% of all US web traffic (2024 StatCounter report), affecting where influencer campaigns are consumed
12
Influencer fraud is a measured risk; in one study, 15% of influencer engagement was potentially fraudulent (peer-reviewed/industry analysis)
13
55% of consumers say they follow social influencers for product recommendations (2020/2021 survey benchmark)
14
Micro-influencers typically deliver higher engagement; 60% of marketers reported that micro-influencers have higher engagement rates (survey-based)
Interpretation
Industry Trends Interpretation
Industry Trends point to fast momentum in influencer marketing, with 49% of marketers planning to raise budgets in the next 12 months and the market forecast projecting 25% CAGR from 2023 to 2030 alongside growth to $65.0B by 2027.
04 · Category
User Adoption29 stats
01
Marketing decision makers using influencer marketing: 90% of organizations (survey benchmark)
02
Influencer marketing adoption: 89% of marketers used influencer marketing in 2023 (survey benchmark)
03
Influencer marketing adoption: 86% of marketers planned to use influencer marketing in 2022 (survey benchmark)
04
Brands using influencer marketing in the US: 75% (survey benchmark)
05
45% of brands use influencer marketing to increase sales (survey result)
06
62% of marketers say influencer marketing is effective for their company (survey-based)
07
55% of marketers use Instagram as a primary influencer channel (survey-based) indicating adoption by channel
08
46% of marketers use YouTube as a primary influencer channel (survey-based) indicating adoption by channel
09
41% of marketers use TikTok as a primary influencer channel (survey-based) indicating adoption by channel
10
34% of marketers use Facebook as a primary influencer channel (survey-based) indicating adoption by channel
11
30% of marketers use X/Twitter as an influencer channel (survey-based) indicating adoption by channel
12
Micro-influencers (10k–100k followers) are used by 79% of influencer marketing campaigns in a survey (adoption by creator tier)
13
Nano-influencers (1k–10k followers) are used by 66% of campaigns in a survey (adoption by creator tier)
14
Mid-tier influencers (100k–500k followers) are used by 45% of campaigns in a survey (adoption by creator tier)
15
Macro-influencers (500k–1M followers) are used by 33% of campaigns in a survey (adoption by creator tier)
16
Celebrities/mega-influencers (1M+ followers) are used by 18% of campaigns in a survey (adoption by creator tier)
17
37% of marketers say they collaborate with influencers more than once per year (adoption intensity)
18
28% of marketers collaborate with influencers monthly (adoption intensity)
19
24% of marketers collaborate with influencers weekly (adoption intensity)
20
18% of marketers collaborate with influencers daily (adoption intensity)
21
In 2022, 76% of brands used influencer marketing to some extent (survey benchmark)
22
In 2020, 39% of marketers said influencer marketing was extremely or very important to their strategy (survey benchmark)
23
Marketing budgets: 58% of marketers planned to increase influencer marketing spend in 2022 (survey result)
24
Marketing budgets: 41% planned to increase spend in 2023 (survey result)
25
Marketing budgets: 31% planned to increase spend in 2024 (survey result)
26
In 2020, 61% of marketers said they used influencer marketing as part of their marketing strategy (survey benchmark)
27
In 2020, 30% of marketers said they planned to scale influencer marketing budgets (survey benchmark)
28
In 2019, 49% of marketers used influencer marketing (survey benchmark)
29
In 2018, 39% of marketers used influencer marketing (survey benchmark)
Interpretation
User Adoption Interpretation
Under the User Adoption angle, influencer marketing is now mainstream, with 90% of organizations using it and 89% of marketers already having used it in 2023, showing broad momentum beyond early adopters.
Reference
Cite This Report
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APA
David Sutherland. (2026, February 13). Influencer Marketing ROI Statistics. Gitnux. https://gitnux.org/influencer-marketing-roi-statistics
MLA
David Sutherland. "Influencer Marketing ROI Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/influencer-marketing-roi-statistics.
Chicago
David Sutherland. 2026. "Influencer Marketing ROI Statistics." Gitnux. https://gitnux.org/influencer-marketing-roi-statistics.
Sources & references
32 datasets cited across this report · attribution is report-level
+12 additional datasets cited (not shown individually)