Influencer marketing is proving its worth as a powerful long-term investment. New data from the IPA, unveiled at its flagship Effectiveness Conference, confirms that influencer campaigns deliver both immediate and lasting returns for brands.

The study shows that influencer marketing delivers short-term ROI that matches industry standards. It posted an ROI index of 99 against the benchmark of 100 and contributed 4.5% to short-term sales.

Although its share of sales trails Linear TV and Paid Social at 4.5% compared to 32% and 13% respectively, influencer marketing holds its own in ROI terms. Its ROI performance compares with TV at 99 versus 97 and outperforms standard Paid Social at 99 versus 86.

The findings come from the industry’s first cross-industry Influencer Database. This analysis covers 220 campaigns, 144 brands, 36 sectors, and 28 markets, representing more than £133 million in influencer spend. Jane Christian, EVP Analytics at WPP Media and a member of the IPA Effectiveness Leadership Group, led the study. It provides the most comprehensive insight to date into the commercial performance of influencer marketing.

Globally, influencer marketing’s short-term ROI aligns with the overall channel average. In the UK, data from 59 campaigns confirms this trend. Influencer marketing not only matches the all-channel average but also outperforms standard Paid Social in ROI, even though Paid Social drives a higher sales share at 13% versus 4.5%.

The study also highlights influencer marketing’s exceptional long-term performance. In the UK, it delivers an ROI index of 151 with a 6.2% contribution to sales. Its long-term multiplier of 3.35 surpasses all other media, including Linear TV at 3.27, and far exceeds Paid Social.

The data shows wide variability in results. However, the differences come less from spend or media optimisation and more from the strength of brand–influencer fit and the quality of creative execution.

Laurence Green, Director of Effectiveness at the IPA, describes the findings as a milestone for influencer marketing. “This is a landmark moment for Influencer Marketing. For the first time, we have comprehensive, cross-industry evidence that shows influencer campaigns can deliver real commercial impact, not just in the short term, but over the long haul. The standout finding from this first dataset is the strength of long-term ROI and the obvious creative opportunity,” Green said.

Dominic Charles, Managing Director at Wavemaker, adds that the study provides the clearest proof yet of influencer marketing’s strength. “This study, for the first time, gives us a really clear view that influencers can hold their own relative to other channels and, particularly in the longer term, are a highly effective source of growth for brands, particularly when brands can maximise the synergistic relationship between brand, creator and their audience,” he said.

Influencer marketing thrives when authentic and trusted voices build strong community connections. These connections humanise brands and drive both engagement and sales. Success depends on brand–influencer alignment, transparent relationships, and credible storytelling. Brands that measure performance through engagement, awareness, conversions, ROI, and perception stand the best chance of optimising long-term impact.

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