Circana Report Shows Influencer Marketing ROI vs Other Channels
Circana's Value of Influence report finds 75% of brands can scale influencer spend and measures creator campaigns by sales impact and incrementality.
Circana LLC released The Value of Influence report that benchmarks influencer return on investment directly against other media channels. The analysis uses sales impact and incrementality rather than engagement metrics alone.
Measurement of Sales Impact
Circana applied advanced marketing mix modeling and proprietary retail data to quantify short-term sales impact and long-term brand contribution of influencer campaigns. Brands can now compare incremental sales lift from influencer activity with traditional media channels.
Small and mid-sized brands often see stronger returns from creator campaigns according to the Demand Gen Report. The report also identifies exceptionally strong performance in beauty and specialty retail sectors.
Headroom for Increased Investment
The report found that 75% of brands still possess significant headroom to increase their influencer investment and drive additional growth. Brands are investing heavily yet many lack a clear understanding of true business impact.
Benefits for Media Allocation
The findings allow retailers and brands to identify where influencer investment is underutilized or over-indexing. Marketers can build creator strategies based on proven incremental sales outcomes rather than reach alone.
according to Demand Gen Report, Circana connects creator activity directly to measurable sales outcomes and full-market performance. This approach helps optimize media allocation decisions.
Yeimy Garcia-Smith, senior vice president of Global Measurement Strategy at Circana, stated that the research brings accountability by connecting creator activity to measurable sales impact across the full market.
