Is Influencer Marketing Worth It? What You Should Know Before Partnering Up

Influencer marketing is everywhere. From sponsored Instagram posts to long-form YouTube collaborations, brands are investing millions in partnerships with content creators. But does it actually work?

When done right, influencer marketing can be one of the most effective ways to grow a brand. The problem is that many businesses dive in without a strategy, chase the wrong people, or expect instant returns. If you’re considering working with influencers, here’s what you need to know to make it worth your time and money.

1. Measure the Right Thing

Follower count isn’t everything. It’s easy to assume that partnering with a celebrity influencer will guarantee success, but high numbers don’t always translate to high impact. A 2024 Nielsen study found that micro-influencers, those with 10,000 to 100,000 followers, often generate 60% more engagement than bigger names.

Ffern, a niche fragrance brand, has built an entire waitlist model through influencer marketing, but they don’t touch celebrity endorsements. Instead, they work with small creators in beauty and fashion who share their values of slow, sustainable production. Every seasonal fragrance they release sells out.

Smaller influencers tend to have more engaged communities, meaning their recommendations carry real weight. Instead of looking at follower count, focus on engagement, audience demographics, and whether they actually influence purchasing decisions—not just likes.

2. Consumers Can Spot Fake a Mile Away

People are more sceptical than ever. A 2025 Sprout Social report found that 74% of social media users can tell when a brand partnership is purely transactional, and 58% trust brands less when they see inauthentic influencer marketing.

The best influencer collaborations feel natural, not forced. If an influencer has never posted about skincare before and suddenly promotes a new face serum, their audience will notice. If they’re endorsing three different meal delivery services in the same month, their recommendations lose credibility.

Gymshark is one of the strongest examples of influencer marketing done well. Instead of paying for one-off posts with celebrities, they built long-term relationships with fitness creators who were already passionate about training. Gymshark didn’t just run ads—they supported influencers early in their careers, gifted them products, and helped them grow. In return, these creators wore the brand in their training videos, talked about it in Q&As, and made it part of their world.

This strategy turned Gymshark from a startup into a £1 billion brand without relying on traditional advertising. The best influencer marketing isn’t about paying someone to post a photo, it’s about finding people who believe in what you do.

3. A Single Post Can’t Do the Heavy Lifting

We’ve all heard the stories—a high-profile figure posts a single photo, and the product sells out overnight. It’s the dream scenario for any brand, but in reality, these moments are rare, expensive, and often rely as much on timing and luck as they do on strategy.

A study by Hootsuite found that 79% of consumers need to encounter a brand multiple times before making a purchase. While a viral moment can create a surge in demand, it’s rarely enough to build a sustainable brand on its own. The brands that succeed with influencer marketing know how to balance both—leveraging big, attention-grabbing moments while ensuring their presence is consistent, credible, and woven into their audience’s everyday content consumption.

Estrid, the razor subscription brand, is a prime example. Instead of relying on one-off celebrity endorsements, they built a network of lifestyle creators who incorporated their products naturally into their content over months. This long-term visibility turned Estrid into a familiar name, reinforcing trust and driving sustained demand, not just fleeting interest.

This same principle applies across industries. A beauty brand looking to drive consistent sales should invest in mid-tier and micro-influencers who genuinely love their products rather than banking everything on a single celebrity mention. A fashion label should aim to be seen regularly within a community, so its presence feels organic rather than opportunistic.

Successful brands do chase viral moments, but they don’t rely on them. They use them strategically, knowing that the real power of influencer marketing lies in sustained exposure, trust, and repetition. It’s the brands that maintain visibility beyond the viral spike that turn interest into lasting demand.

4. Without Clear Goals, You’re Wasting Your Budget

Every influencer campaign needs a clear goal. Without one, brands risk spending money on content that looks good but doesn’t drive results.

If brand awareness is the goal, prioritise reach, impressions, and engagement over direct conversions. This means selecting influencers who can put your brand in front of the right audience consistently, not just once. If sales are the focus, track measurable actions like discount code redemptions, affiliate link clicks, and website referrals. Without the right tracking in place, it’s impossible to know whether an influencer is actually driving purchases or just generating likes.

A campaign without clear KPIs is just an expensive experiment. The best influencer marketing isn’t just creative, it’s strategic—built around data, clear objectives, and a defined path to success.

5. The Best Influencer Marketing Doesn’t Feel Like an Ad

Influencer marketing works because it doesn’t feel like traditional advertising. The second it becomes scripted, engagement drops.

Brands that micromanage influencer content often see poor results. If an influencer’s audience is used to casual, chatty content and suddenly they’re posting a stiff, sales-driven ad, people will scroll past.

Dishoom, the much-loved Indian restaurant group, got this right. Instead of running generic influencer ads, they worked with food content creators who naturally wove Dishoom into their content. Some shared behind-the-scenes kitchen visits, others posted cooking tutorials or immersive dining experiences. Instead of feeling like an advert, it felt like an invitation to be part of something special.

Let influencers create content in their own style. They know their audience better than you do, and the less it feels like a sales pitch, the better.

So, Is Influencer Marketing Worth It?

Yes, if you do it properly.

A well-planned influencer campaign can drive real results, but it’s not about paying someone to post and hoping for the best. Success comes from choosing the right partners, prioritising authenticity, setting clear goals, and thinking long-term.

Instead of chasing viral moments or big-name endorsements, focus on genuine, valuable collaborations. The best influencer marketing doesn’t just generate buzz, it creates trust.