Three-quarters of brands aren't sure about ROI from influencers

Rob Clapp

An overview of influencer marketing during the coronavirus and the ability of brands to measure impact.

Brands are investing more in influencers but there is widespread uncertainty around the impact of the channel on bottom-line returns, according to a global survey from Ebiquity.

The coronavirus outbreak accelerated the use of influencers for most brands – nearly one-third of brands that are heavy (30%) and medium (29%) spenders on influencer marketing agree.

The coronavirus had a smaller effect on brands that are less invested in influencer marketing, however. Nearly half of those considered light spenders (46%) disagree that COVID has accelerated their use.

Brands of all sizes expect to invest more in the future, though...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands