Why Influencer Marketing Delivers the Highest Long-Term ROI

Influencer marketing can often be used as a short-term tactic, and here at Lem-uhn, we believe using influencers in some capacity is better than not at all. However, new data shows that when used as part of a long-term strategy, influencer marketing consistently outperforms almost every other channel on return on investment.

The Long-Term Impact Has Been Proven

New data shows the long-term effect of influencer marketing is substantial, delivering:

• An ROI Index of 151, well above the all-channel average of 100

• A 6.2% contribution to long-term sales, outperforming many traditional media channels

• The strongest long-term multiplier of any channel (UK results, based on 18 campaigns) Institute of Practitioners in Advertising (IPA) 

The important thing to note here is that influencer marketing doesn’t just drive results during the campaign window. Its impact continues to build long after the content has gone live.

Why Is the Long-Term Effect So Substantial?

Built-In Trust and Community

Creators spend years curating their channels, building loyal audiences and genuine communities around shared interests, values, and tastes. When a brand partners with an influencer whose audience truly aligns, it taps into an existing trust relationship.

Rather than feeling like an interruption, influencer content often lands as a recommendation, which is why it can influence perception, consideration and purchasing behaviour well beyond the initial post.

Fewer Production Costs, Smarter Spend

Yes, influencer fees can be high, but they also replace multiple production costs. An influencer is your one-stop shop for a creator, producer, director, stylist, hair and make-up artist, location scout and film crew. That consolidation saves time and money, whilst delivering content that audiences actually want to watch.

Content That Doesn’t Look Like an Ad

Highly produced ads are easy to spot and easier to scroll past. Influencer content tends to be more raw, native and platform-first, which helps it blend naturally into feeds. When content doesn’t immediately “announce itself” as advertising, audiences (especially Gen Z) are more receptive to the message behind it, with some influencer videos gaining comments like “Didn’t even realise this was an ad, love it!”

The result? Stronger engagement, better recall, and brand messaging that lands without resistance.

Long-Term Partnerships Compound Results

Long-term influencer relationships allow brands to show up consistently and build familiarity with an audience.

Over time, influencers can move audiences from awareness to trust. When they get to know a brand better, they are able to easily convey brand messaging. Think of it as hiring a new employee; it takes a while for them to get to know your brand, but once they do, they are much more confident in representing you. 

Influencer Content Stays Live 

Unlike paid media that disappears when the budgets stop, influencer content often continues to circulate:

• Saved and rewatched

• Shared within communities

• Repurposed across brand channels

• Referenced in future creator content

Top Tip: Make sure you write into your contract to have your influencer content live organically “In perpetuity” to ensure you get this benefit. 

How To Get The Most Out Of Your Influencer Campaigns

Data shows wide variation between campaigns, which means ROI depends heavily on:

• Choosing influencers for audience alignment, not just reach

• Prioritising authenticity over rigid brand scripts

• Investing in longer-term relationships rather than one-off activations

• Allowing creators creative freedom to stay true to their voice

Influencer marketing works best when it’s treated as a strategic investment, you have intentionally researched who you should be partnering with, and you listen to their advice and input. After all, they are the expert in their channels, and once you combine that with your brand knowledge, it’s a winning duo.

Your Take-home?

Influencer marketing isn’t just about momentary attention. When executed properly, it builds trust, delivers efficient content creation, and creates brand impact that compounds over time. That’s why it delivers one of the highest long-term ROIs of any marketing channel, and why it deserves a permanent place in long-term brand strategy.

If you’re thinking about working with influencers, we help brands do just that! Lem-uhn offers influencer marketing and PR services, including PR consultancy for teams looking to get started or sharpen their approach.