The investment in Influence Marketing the media mix of the market's main advertisers fell by 19 percentage points in 2024.
However, an exclusive study by Uncover shows that Influencers are The investment with the highest growth trend for some customers.
- Also read: How to perform incrementality tests
Influence Marketing in the media mix
Influence Marketing is a strategy in which brands connect with influencers - that is, people who have an engaged audience on social networks - to promote their products or services.
These influencers, who can range from celebrities to niche content creators, use their authority and relationship with followers to recommend products authentically, following more UGC (User Generated Content) approaches than advertising, as the public is used to.
The central idea is that the recommendations made by these people have greater credibility than traditional advertising and, therefore, advertisers started to invest more in Influencer Marketing as a way to impact more segmented audiences and leverage brand credibility among those audiences.
This strategy can be applied with large influencers, or with micro and nano influencers, who have smaller but highly engaged audiences. The ads take place in different formats, such as sponsored posts, videos, or even subtle mentions, adapted to the influencer's platform and style.
However, as it is a new advertising model and whose data depends a lot on influencers, it is a strategy that still causes a lot of uncertainty among advertisers - which may justify the drop in investment in this sector between 2023 and 2024.
Uncover study reveals positive return for investment in influencer campaigns
The study conducted by Uncover evaluated 11 brands from different market sectors that worked with at least one Marketing Mix Modeling model between January 2022 and May 2024.
- Also read: Introduction to Marketing Mix Modeling
As a result, we observed that half of the advertisers do Influence Marketing, but only 4% of the media budget goes to influencers.
In addition, in some cases, investment in influencers is separated from media funding.
We also observed that 70% of advertisers do not establish a specific journey strategy for Influencer Marketing actions — that is, a sales funnel or anything like that is not worked on.
But among those who invest with defined objectives, we observed that Awareness is the most common objective, followed by conversion.
Investment in influencers could be 23% higher, to generate clearer results
To generate relevant returns, we observed that investment in Influencer Marketing could be 23% higher for the brands that were part of the survey.
Not only that: constant investment can bring surprising results.
in another internal Uncover study, together with a client, we found that ROAS of influencers was 1.84, with 7% incremental revenue volume, generating R$ 883,000 incremental in two months working on an influencer strategy.
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