How to prove ROI on influencer marketing
Measuring ROI in influencer marketing goes beyond likes and shares. At its core, ROI is about answering one question: Did the campaign generate more value than it cost?
Liam Corrigan, Founder at redpill, explains: “ROI isn’t just about dollars back—it’s about impact. Did the campaign drive sales? Did it shift brand perception? Did it inspire action? These are the metrics that matter.”
A basic formula for ROI
Net Return ÷ Cost of Investment x 100
The real ROI formula: art meets science
“Any reputable agency can hit agreed targets, such as views, engagements, and clicks. But success goes beyond those frontline numbers. Did the campaign overperform? Did it earn media? How was it received by the audience? Did it drive action or sales? That’s where you become invaluable as an agency partner.”
Measuring success with metrics that matter
Many brands make the mistake of chasing big names or large follower counts, believing that reach alone guarantees results. But the truth is that relevance and authenticity far outweigh sheer numbers.
Awareness
Example Strategy
Using on-brand creators with high propensity to earn media and open up social reach and awareness.
Using Metrics
Reach, impressions and video views.
Liam's Insight
"It’s helpful to track performance for all social platforms in one place. A customisable dashboard keeps everything under one roof and simplifies analysis and optimisation."
Engagement
Example Strategy
Build trust through authentic content and meaningful community interactions.
Using Metrics
Likes, comments, shares, time spent on content, sentiment.
Liam's Insight
"You need to go beyond views. Watch time, shares, and comments to see how audiences truly engage. And don’t forget sentiment. What did people say? Did they share? That’s where you see if it really landed."
Conversions
Example Strategy
Specific, call-to-action (CTA)-driven messaging.
Using Metrics
Direct sales or action via affiliate or trackable links, discount code redemptions or similar performance models.
Liam's Insight
"First and foremost - how easy is the customer journey? Whatever the intended journey, be it Google, Amazon, Meta, your website, or the App Store—is everything firing correctly from your socials? Test and test again."
Forget the numbers for a minute. What’s the trend everyone’s talking about? How can your brand authentically join the conversation? Then consider how to blend the art with science to drive a positive ROI.”