Surveys report an average 11 percent ROI for influencer marketing campaigns. Marketers rank ROI as their primary measurement goal. The following data breaks down performance metrics, spending patterns, and adoption rates across the industry.
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)
Marketers average 11 percent influencer ROI, making ROI the top measurement priority.
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
Across recent surveys and reports, influencer marketing is consistently tied to measurable returns, with 11% average ROI reported in 2024 and 50% of marketers saying ROI measurement is very important, while 64% believe it delivers 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
With influencer marketing driving an estimated 16.4 billion dollars in 2022 spend and accounting for 26% of brand marketing budgets, the biggest ROI lever appears to be scale since 40% of marketers spend under $10,000 annually while only 13% go beyond $100,000.
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
With 73% of brands already using influencer-generated content on their own channels and 49% planning to raise budgets in the next 12 months, influencer marketing is clearly shifting from experimentation to a measurable ROI driver that is also set to grow rapidly, reaching $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
Influencer marketing is now nearly universal in the ecosystem, with 90% of decision makers using it and 89% of marketers already adopting it in 2023, while most campaigns still rely on micro and nano creators at 79% and 66% respectively.
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)