Influencer Marketing Benchmarks Report

Influencer marketing continued to demonstrate strong growth in 2025, as brands increasingly recognized its ability to drive real business outcomes such as sales and new customer acquisition. As investment in influencer marketing grows, so do expectations around how success is measured. Measurement today requires more than understanding how a campaign performed — it demands clarity on why it performed the way it did. A single, top-line brand lift study is no longer sufficient. Granular breakouts by creative, channel, creator, and audience are essential for diagnosing performance, while deeper creative analysis helps uncover the specific nuances driving results. Layering in sales studies further enables brands to quantify true business impact. This year’s Influencer Marketing Benchmarks Report examines performance trends across 17 key data points, including viewability, sales, brand lift, sentiment, and more. The analysis includes breakouts by vertical, alongside year-over-year trends, to provide a comprehensive view of what’s driving influencer performance today.