Does anyone else feel like ROI isn't what it used to be? 

You're not imagining things. 81.2% of marketers told us the same thing – getting the same value from influencer collabs is getting harder.

Here's the thing: We're all swimming in the same sea of sponsored content, fighting against moody algorithms, and watching influencer rates climb higher than our daily coffee consumption combined. 

Don’t panic! Don’t redirect your budget elsewhere. Under no circumstances should you write a LinkedIn post starting with the words “Influencer marketing is dead.” 

Instead, here are three approaches that marketers are using right now to keep influencer collabs as valuable as possible.

Thing #1 Quality over quantity (Duh!)

Remember when we used to think bigger follower counts automatically meant better results across the board? We left that world years ago. Yet large accounts still charge higher and higher rates based purely on follower numbers, while their actual engagement tells a different story.

Don’t get me wrong. This is not my siren call for you to stop working with mega-influencers. 

It’s my call to partner with creators who genuinely align with your brand and your goals. 

Smaller creators (even nano) often deliver better conversions because their audiences trust them. Larger creators, though, can get your brand or product noticed.  

Choosing the right influencers is at the heart of influencer marketing. I’d even go so far as to say that the brand with the best influencer selection wins.

The solution isn't complicated, but it does take more time upfront.

Look at influencers’ audience demographics, engagement patterns, and content quality. I’ve written before about the science and art of choosing influencers. Don’t make the mistake of only using one method over the other. 

You need both to choose well. 

Thing #2 Get creative with content

When it comes to organic social, cookie-cutter content just doesn't perform anymore (unless you're jumping on a trending format). And when your creators are working with multiple brands? You're fighting an uphill battle against ad fatigue. 

The solution isn't throwing more money at the problem. Instead, lean into creativity. 

Instead of sending out the same rigid brief you've been using since 2022, try this:

• Sit down with your creators (virtually counts!) and brainstorm new approaches

• Let them tell you what their audience is currently engaging with

• Test different content formats

The influencer space is always evolving. Your content strategy should, too. My prediction is that in 2025, the brands that will see the best ROI will be the ones that give creators room to experiment and tell real stories that resonate with their audiences.

Thing #3 Put a ring on long-term partnerships

One-off collaborations might get you quick results, but long-term partnerships are where the real ROI kicks in.  

When creators consistently work with your brand, they better understand your products, leading to more authentic content. 

Their audience also starts associating them with your brand, building trust over time. Plus, when you develop a relationship with long-term creators, they often go above and beyond to create stuff just because they like you. 

Pro tip: 

You don’t want to lose the value you get from long-term partnerships by exhausting their audience. Ad fatigue is a real thing. 

When working with long-term partners, you want to schedule activations carefully. There must be enough gap between activations so the audience doesn’t get tired of seeing the same thing over and over. 

Thing #4 Show up (Again and again)

Think about your own buying habits - how often do you buy something the first time you see it? 

This is where a smart affiliate strategy comes in. The beauty of affiliates is that they're a lower-cost way to maintain a consistent brand presence. Affiliates can complement your influencer campaigns perfectly.

When consumers see your products recommended by multiple trusted voices over time, it reminds them of your brand and builds the credibility you need for sales.

This combination of influencer partnerships and affiliates often delivers better ROI than either approach alone. 

What’s everyone else doing?

Speaking of affiliates, it looks like influencers are warming up to the idea. Traditionally, influencers have been wary of performance-based collaborations because they don’t provide a stable enough revenue stream.

But, marketers saw increased interest this year when combined with either a free product a flat fee, or a pathway to a long-term partnership.

There’s never been a better time to add an affiliate layer to your influencer marketing program.

#Iconic Sponcon

It’s not often that Elyse Myers does sponsored content. In the last two years, she’s done less than 10. Usually, she partners with massive brands like Colgate, Kindle, and Panera Bread. 

So I was so happy to see this collab between her and The Woobles. 

Why? Because it’s a great example of finding the perfect creators for your brand. 

The Woobles make crochet kits for beginners. Last year, Elyse picked up a needle and started teaching herself how to crochet like we all do - YouTube videos and audacity. 

The first thing she made was a frog. Fast forward to today, The Woobles have turned that frog into a kit.  

Takeaway: Before shooting your shot with big-time creators, research. What are they doing in their lives? What challenges are they facing? What joys? Is there a way you can naturally fit into that? This is where a lot of magic happens in influencer partnerships. 

Where opportunity meets thoughtful strategic marketing. You can’t run an entire program waiting for opportunities. But keep your eyes open to spot them when they do. 

Have you seen (or worked on) iconic sponsored posts lately? I want to see ‘em. Send to [email protected] 

See you next week!
Eleni Zoe xx
Marketing @ Modash. Say hi on LinkedIn or visit Modash.

📌A NOTE ABOUT WHAT YOU JUST READ

The tips in this newsletter might not be right for your specific case. Use good judgment when deciding whether to take advice from the internet—even mine. My team and I survey & interview influencer marketers whose advice and observations come from their direct experience. ROI is meant for you to connect the dots and be inspired or challenged to think about your influencer marketing in a way you haven’t before.