By Vicky Sidler | Published 27 September 2025 at 12:00 GMT+2

When you pay someone to hold your product and smile on camera, you expect more than a like and a “Thanks hun.”

But a new survey of global marketers says many brands have no idea whether their influencer campaigns are working.

According to a recent report by SAMY, exactly half of marketers said they couldn’t prove return on investment from influencer marketing. And that’s before we get to the awkward part. Turns out most of them never set clear KPIs to begin with.

In other words: they launched without knowing what success would even look like.

TL;DR:

• 50% of marketers can’t prove ROI on influencer marketing

• 44% run influencer campaigns with no KPIs

• 60% struggle to even find the right influencers

• Many rely on one-off posts instead of long-term relationships

• The problem isn’t the influencers. It’s the strategy

👉 Need help getting your message right? Download the 5-Minute Marketing Fix

Table of Contents:

Influencer Hype Meets Budget Regret:

Let’s start with the obvious. Social commerce is booming. The UK market is expected to hit £16 billion by 2028.

That means more shopping is happening on platforms like TikTok, Instagram, and whatever replaces Facebook once everyone’s mom gets tired of it.

So, what’s going wrong?

Despite nearly a billion pounds being spent on influencers last year, most businesses still can’t say whether it was money well spent. According to the survey, almost half of marketers admitted they didn’t set measurable goals before running campaigns.

That's like hiring a plumber and forgetting to mention the leak.

The Real Problem Isn’t the ROI:

The most common issue wasn’t poor results. It was poor relationships.

60% of marketers said they struggled to find the right influencer. And of those who did? Nearly half couldn’t maintain long-term partnerships.

That means even if an influencer delivered a spike in attention, there was no lasting engagement. One post, one spike, then gone.

As SAMY’s Juliet Howes put it, real impact comes when brands treat influencers as collaborators—not just content vending machines.

Why It Matters for Small Business Owners:

If you’re a small business, this isn’t just a big brand problem.

You might not be handing out six-figure sponsorships, but you are likely spending time or money on social media partnerships.

Here’s what I tell clients as a StoryBrand Certified Guide and Duct Tape Marketing Strategist:

Before you partner with an influencer, get these three things straight:

1. Who is your ideal customer?
   If you can’t describe them clearly, you’re picking influencers blind.

2. What is the influencer really influencing?
   Follower count is a vanity metric. Engagement, loyalty, and values alignment matter more.

3. What are you measuring?
   Clicks? Email signups? Discount code redemptions? Pick a KPI you can track.

Strategic Influence Beats Spray and Pray:

Influencers aren’t the problem. Sloppy strategy is.

If you treat influencer marketing like a last-minute add-on, you’ll end up with last-minute results.

Instead, take the time to:

• Align your brand values with theirs

• Build ongoing relationships, not one-off shoutouts

• Track real metrics that reflect your business goals

Your customer doesn’t care if someone famous likes your product. They care if your message makes sense for them.

That’s why I created the 5-Minute Marketing Fix. It helps you clarify your message in one powerful sentence—so whether you’re working with influencers, AI tools, or your cousin with a ring light, you’re consistent and credible.

👉 Download it free here.

Related Articles:

1. AI Automates 80 Percent of Marketing—What Now?

If influencers feel unpredictable, AI might be the structured solution you’re after. This article covers how automation can replace guesswork with results you can track.

2. CMOs Bet Big on Generative AI—Here's What Small Businesses Should Do

Big brands are spending more on AI than ROI tracking tools. If that sounds familiar, this piece shows how small businesses can get better outcomes with less waste.

3. Small Business Marketing That Works in 2025

Done with influencer hype? This article breaks down the 80/20 of marketing—what actually works for small businesses right now.

4. 82 Percent Say AI Is Essential—New PayPal Survey Shows Small Business Trends

Influencers are hit or miss. This article explores why so many small businesses are switching to tools they can control and measure.

5. How to Advertise Your Business with a $500 Budget

Before you pay another influencer, read this. It shows how to set real goals, pick smart channels, and get results—even on a tight budget.

6. StoryBrand Guide Name Is Back—and Here's Why It Matters

If your message is fuzzy, no influencer can fix that. This article explains why clear messaging always comes before promotion.

FAQs on Influencer Marketing for Small Businesses

1. Is influencer marketing worth it for small businesses?

It can be, but only if you treat it like a strategic partnership. Most small businesses don’t set clear goals or pick influencers who align with their brand, which leads to wasted money.

2. What kind of goals should I set for an influencer campaign?

Start with clear, trackable KPIs. Think website clicks, email signups, discount code redemptions, or actual sales. Likes and follows are nice, but they don’t pay the bills.

3. How do I choose the right influencer?

Look for someone who already talks to your ideal customer, shares your values, and has an engaged—not just big—audience. Relevance beats reach every time.

4. Why do influencer campaigns often fail?

Because many brands launch without a strategy. No KPIs, no brand alignment, and no long-term plan. One-off posts rarely build trust or drive lasting results.

5. Should I work with influencers long-term?

Yes. Ongoing relationships usually perform better than one-time shoutouts. They build trust, familiarity, and consistent engagement with your audience.

6. What if I can’t afford a big influencer?

You don’t need a celebrity. Micro-influencers with small, loyal followings often have more impact and cost a lot less. Just make sure they’re a good brand fit.

7. Can I measure influencer ROI as a small business?

Yes. Use tracking links, discount codes, landing pages, and engagement metrics. If you’re not measuring, you’re guessing.

8. What should I do before reaching out to an influencer?

Clarify your message, define your goals, and know your audience. If you don’t know what you stand for, the influencer won’t either.

👉 Need help clarifying your message?Download the 5-Minute Marketing Fix to write one sentence that makes every part of your marketing stronger.