+51% long-term ROI
StatCreative Strategy
Influencer marketing pays back most in the long term
An IPA benchmark across 144 brands and £133m of influencer spend found short-term influencer ROI similar to other channels, but long-term ROI 51% higher in the UK, on par with print and TV and ahead of paid social.
Source
Marketing Brew / Morning Brew Creative Studio (2026)
Morning Brew Inc., Tracksuit, Ekimetrics
p. 9, IPA benchmark
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StatTwo thirds of marketers already work with creatorsStatHalf of marketers expect creators to be a core or secondary channelStatMarketers use creators for awareness, not for the sales they say they wantStatMeasurement is the biggest barrier to creator marketingStatFew marketers credit creators with strong ROIStatCreator-brand alignment roughly triples conversionStatMarketers praise creator authenticity but rarely hand over controlStatSuccessful creator programmes let creators lead the ideaStatCreators are vetted on fit, rarely on dataWarningCelebrity reach buys attention, not trustCaseMonzo grew consideration by letting creators be funnier than the bankQuote"Your brand is being built in the aggregate - when you buy my perspective, you're likely buying the perspective of a bunch of other creators alongside mine. You're creating a mosaic of different associations - a content universe."