Influencer marketing – is it still worth it?

Influencer marketing can still pay off, but increasingly rarely in a “pay for reach alone” model. In 2024–2026 many brands are shifting budgets towards activities that can be clearly measured: leads, installs or sales, tied to analytics. In practice, this means a greater focus on tracking (UTM, codes, attribution) and decisions based on data rather than the media buzz around a post. At the same time, the importance of smaller creators is growing, because their communities are often more cohesive, and the cost/engagement ratio is frequently better than with big names. In this article you will see what has actually changed in the approach to the profitability of collaborations and how to structure campaigns so as to reduce the risk of burning through budget.

Shifting budgets from reach to results in influencer marketing

Budgets in influencer marketing are shifting from “paying for reach” to paying for a measurable result, because reach alone increasingly no longer translates into sales as it did 2–3 years ago. Profitability is higher when a campaign has a clearly defined goal (lead, install, sale) and is linked to analytics via UTM, codes and attribution. When the only KPI remains the number of views, efficiency quickly erodes as rates rise and competition for attention intensifies. In practice, this means that “buzz” loses its status as currency, and the advantage comes from what can be measured and compared with other channels.

Algorithm changes and drops in organic reach mean you cannot plan results based solely on follower counts. It is therefore worth structuring collaborations so that the contract covers not only publication, but also terms that reduce risk: the number of assets, reporting and the right to amplify the best-performing content. If the influencer does not accept paid boosting, the risk grows that the budget will be spent on posts the algorithm will not pick up. The safest approach is to view the influencer not as “reach”, but as a source of content and trust that can be scaled through paid distribution.

1. 01Change of modelThe end of paying for reach alone
2. 02Goal definitionLead, sales, analytics (UTM)
3. 03EfficiencyFalls as rates rise
4. 04Measurable successResult matters, not buzz

Media buzz is losing value; the advantage comes from what can be precisely measured and compared with other channels.

Growing importance of micro and nano influencers

Micro and nano influencers are gaining importance because they often deliver a better cost/engagement ratio than big names, mainly thanks to more cohesive communities. In practical terms, nano refers to creators with around 1–10k followers, and micro to around 10–100k, which makes it easier to select collaborations within specific niches. Profitability improves when, instead of one “top” influencer, you activate 10–30 smaller creators and optimise activities for results, for example by increasing spend where CTR is highest. This approach reduces the risk of one bad bet and gives you more room to test messages.

In a model with many smaller collaborations, the key is to move away from assessing things “by follower count” and towards data on actual effectiveness. It is worth negotiating with and choosing creators based on audience quality and historical performance, not recognition alone, because organic reach can fluctuate significantly. It also makes it easier to draw conclusions: which formats genuinely bring clicks and sales, and which generate only interactions with no business value. The more a campaign is based on testing and iteration, the greater the chance that micro and nano creators will become a stable performance channel rather than a one-off “hit”.

Dominance of short video formats in campaigns

Short video formats (Reels, TikTok, Shorts) dominate campaigns because today they most often deliver results in performance-focused activities. Algorithms reward regular, native content that can later be more easily scaled as ads (for example through whitelisting or Spark Ads). Profitability improves when the creator provides not only the publication itself, but also a package of assets for further use. In practice, this makes it possible to test and boost the versions that actually generate clicks and conversions.

The most effective approach is one in which the influencer provides a set of assets (hooks, 6–15 s versions, thumbnails), and the brand chooses and amplifies the ones that “carry” in the feed. When a brand expects a “television-style” video, costs usually rise and results often fall, because the content stops being native to the platform. As a result, you pay for production that does not necessarily translate into better CTR or sales. That is why, in short formats, it is crucial to maintain the creator’s style and match the way content is consumed in the app.

1. 01Native and regular contentAlgorithms reward regular, authentic content.
2. 02Asset packageThe creator delivers hooks, versions, thumbnails.
3. 03Testing and boostingThe brand promotes the versions that deliver results.
4. 04Effectiveness (vs TV style)Better performance and cost than expensive TV productions.

Short video formats maximise performance when the brand uses their scalability and authenticity instead of expecting “television” production.

Convergence with UGC and creator ads

Influencer marketing is increasingly combining with UGC and creator ads, because brands buy content from creators for their own channels and ads, instead of paying primarily for a post on the creator’s profile. Profitability increases when you settle the effect at the creative level, not the “impression” after publication. In practice, this means A/B tests of multiple variants and scaling only those that genuinely deliver results. This approach is especially beneficial in e-commerce, where iteration speed and customer acquisition cost (CPA) matter.

It is most profitable to test, for example, 10 UGC variants and scale the 2–3 best ones in Meta/TikTok Ads, instead of assuming that one publication will “do the job”. Creator ads let you treat the creator as a source of trust and creative output, while the distribution and results are closed in paid campaigns. As a result, success depends more on which specific materials win in testing than on the one-off reach of a post. If a brand plans from the outset to use the content in advertising as well, it is easier to build a repeatable optimisation process and compare results between creators.

Rising attention acquisition costs and the battle for authenticity

Influencer marketing pays off today primarily when the creator can cut through growing audience resistance to ads with an authentic use case, rather than just a “nice sponsored post”. Users are increasingly scrolling past materials that resemble classic advertising, so a merely aesthetic shot of the product is not enough to maintain CTR and conversions. The best-performing content is that in which the creator actually uses the product and shows the context: a demo, a test or a comparison instead of generic claims. Profitability increases when the brand allows honesty and lets the creator also say “who this is not for”.

Authenticity is particularly important in sectors such as beauty, supplements or fintech, where results can quickly drop without a credible usage example. In practice, this means the brief should include hard requirements (e.g. mandatory information and restrictions), while at the same time leaving the creator freedom of language and format so the material sounds like them, not like the brand’s legal department. Too rigid control ends up with a message that is “advertising like advertising”, which is often ignored and genuinely increases customer acquisition cost. When the recommendation is useful and grounded in real experience, the chance grows that the audience will treat it as support in their decision, rather than pushy sales.

1. 01Ad resistanceLess attention to classic “nice posts”
2. 02Authentic use caseShowing context and actual use
3. 03Substantive contentHonest demo, test, comparison, downsides
4. 04Higher profitabilityMaintains conversions and CTR thanks to credibility

The key is a credible demo rather than an aesthetic statement.

Algorithm changes and a drop in organic reach

Algorithm changes mean that organic reach on Instagram and TikTok can fluctuate significantly, so the profitability of collaborations depends on securing the campaign in case of weaker distribution. The number of followers increasingly predicts poorly how many people will actually see the material, so the risk of burning through the budget rises when the entire strategy rests solely on organic reach. In this situation, it makes sense to use an approach that assumes several control points in advance and the possibility of a quick reaction, instead of relying on the publication to “take off on its own”. If you do not plan a paid support variant, the campaign result largely becomes hostage to variables you cannot influence.

The most practical safeguard is a contract that defines minimum guarantees on the creator’s side: the number of assets, reporting and the right to amplify the best content. This makes it possible to shift the burden away from unpredictable reach onto elements that can be delivered and settled organisationally, and then boost the publications that actually work. If the influencer does not agree to paid boosting, the risk increases that the budget will be spent on content the algorithm shows to too small an audience. In practice, profitability increases when the campaign has a “plan B”: selecting winning materials and their controlled distribution in paid activities.

Specialised niches and experts as the key to success

Specialised niches and expert creators often determine success when audience quality and credibility matter more than mass reach. In areas such as B2B, education or medicine, creators who share knowledge and are able to add context work better than lifestyle profiles with a large audience. Profitability increases when an influencer is treated as a substantive channel, for example through webinars, newsletters, live Q&A or case studies. In practice, working with several specialists is often a source of more “qualified” leads than a single collaboration based solely on popularity.

Expert influencer marketing delivers the best return when the format and platform support longer attention spans and the decision-making process. For educational content, the natural environment is channels where the audience looks for arguments and explanations, such as LinkedIn or YouTube long form. This model makes it easier to address objections and build trust, because the message does not end with declarations alone, but leads the user step by step through the topic. If the product is a service or tool that requires understanding, investing in “knowledge distribution” usually increases the chance of a profitable outcome.

Community and live formats as sales tools

Community and live formats become sales tools when the goal is education, addressing objections and selling within a short time window. Live streams on TikTok, Instagram, Twitch or YouTube can work particularly well when audiences can ask questions and receive answers straight away, rooted in the product context. Profitability increases if the campaign mechanics are built around a specific decision moment, rather than mere brand “presence”. If the goal is to move the user towards purchase in a tangible way, live gives an advantage thanks to interaction and the immediate closing of doubts.

Live streams pay off most with time-limited offers, such as a launch, drop or limited code, because they create time pressure and raise the decision rate. This approach also works when the product needs clarification, for example in the sports equipment or electronics category, where viewers’ questions concern use cases and details. In practice, a sensible broadcast plan is one focused on a 2–4 hour window, during which you communicate the offer conditions and respond to objections. When the product is complex, a “live” format can convert better than classic posts, because it removes barriers at the moment they arise.