Stop Asking for ROI Like It’s 2018.
The influencer marketing industry has evolved fast. Platforms have changed. Formats have shifted. Expectations have grown. But one thing hasn’t kept up… the way some brands talk about ROI.
We still get emails asking for “proof of ROI” before a creator has even received the brief. Or “guaranteed results” for a single Reel. Or “How many sales will we get?” as the first question in a conversation.
It’s not that ROI doesn’t matter. It absolutely does. But the way we talk about it needs to grow up. Because if you’re measuring creator value like it’s still 2018, you’re missing the point of what influencer marketing can do in 2025.
The Old Model: Influencer as Billboard
In the early days of influencer marketing, brands treated creators like portable ad space. The logic was simple: post this product, track the clicks, count the conversions. If sales didn’t show up within 24 hours, the campaign was labeled a failure.
But that mindset came from a media-buying background. It treated creators like static placements instead of what they are; creative talent with real audiences and real influence.
Today, that billboard model doesn’t hold up. Audiences are savvier. Algorithms are messier. And performance is rarely linear. You might see sales next week. Or next quarter. Or not at all, but your brand ends up on someone's radar for their next trip, gift, or upgrade. Influence doesn’t follow a straight line, and trying to flatten it into one is a waste of everyone’s time.
What ROI Actually Looks Like Now
The return on investment for creator campaigns isn’t just about instant conversions. It includes reach, engagement, creative assets, brand trust, long-term brand recall, UGC licensing, and relevance in spaces traditional ads can’t reach.
A great creator campaign might spark a wave of comments, shares, and bookmarks that feed the algorithm for weeks. It might give your brand the best-performing content of the quarter. It might move someone from “never heard of you” to “I’ve seen this everywhere” to “I finally bought it.”
Good influencer work plants seeds. And sometimes it closes the loop. But asking for direct attribution every single time is like trying to measure a conversation with a calculator.
Stop Treating Creators Like Ad Tech
We’ve worked with brands who get it. They know creator marketing is brand marketing. They know performance takes time, context, and frequency. They look at the full picture; what happened during the campaign, what content was created, how it performed organically, and how it might be used later in paid or owned channels.
Then we’ve worked with brands who ask for 5 percent commission on a gifted post and call it a strategy.
The difference is mindset. One sees creators as partners. The other sees them as vending machines.
Here’s What to Ask Instead
If you want better results, start by asking better questions. Try:
What does success look like for this campaign beyond sales?
What kind of engagement or audience reaction are we hoping for?
Can this content serve us in other areas such as paid ads, email, web?
How does this creator’s audience align with our goals?
What’s the long-term potential of working with this person?
These questions shift the focus from short-term transactions to actual brand growth. They lead to better briefs, better creative, and better outcomes.
ROI Isn’t Dead. It’s Just Smarter Now.
We’re not saying you shouldn’t track performance. You 100% should. But the best results come from treating influencer campaigns like brand investments and not just quick wins. Sometimes creators drive sales. Sometimes they drive awareness. Sometimes they give you the best testimonial content you’ve ever used in paid ads.
The point is, they don’t owe you all of it at once. And trying to force that creates immense pressure, not performance.
Influencer marketing is at its best when brands and creators work with mutual respect and shared goals. That starts with understanding what ROI really means now along with being willing to play the long game.
