Influencer marketing is no longer just an add-on to a marketing strategy, it has become one of the most effective tools for driving sales and building brand trust. On the other hand, campaign costs can be high and the results don’t always meet expectations. No wonder more and more companies are typing into search engines: “Does influencer marketing pay off”
In this article, we answer that question directly, based on Nanobuzz’s data and experience as an agency specializing in micro- and nano-influencer campaigns. We also explain why, in 2025, micro-influencer marketing delivers the best balance between efficiency and budget.
Is influencer marketing worth it? The short answer: Yes - if done right
Influencer marketing pays off because it combines:
authenticity that traditional ads cannot provide
precise targeting, especially in nano- and micro-influencer marketing
high audience engagement
flexible costs adjusted to a brand’s budget
the ability to measure results accurately
According to industry research, the ROI of influencer marketing often exceeds 5:1 - and in micro-influencer campaigns, it can be even higher thanks to lower collaboration costs and stronger audience engagement.
Why influencer marketing is worth it in 2025?
1. Growing trust in creators
Users treat creator recommendations as advice from friends. Thanks to that influencer campaigns generate higher CTRs, longer watch times and better content reception compared to display ads or pure performance campaigns.
2. The decreasing effectiveness of traditional advertising
Ad blockers, banner blindness and general ad fatigue reduce the effectiveness of classic formats. Influencer marketing avoids these issues thanks to its native content format.
3. The social effect and creator communities
Every creator has a micro-community. Reaching it is like reaching a perfectly profiled customer segment.
What is micro-influencer marketing and why does it pay off most?
Micro-influencer marketing focuses on creators with:
10,000-100,000 followers (micro-influencers)
1,000-10,000 followers (nano-influencers)
These creators enjoy high trust and have real influence on their communities.
Why is micro-influencer marketing cost-effective?
Higher engagement - often 3-5x that of large creators
Lower costs, allowing for large-scale campaigns
Precise audiences, ideal for e-commerce, beauty, tech, gaming and lifestyle
Authentic and natural communication
Easy A/B testing and selection of the most effective creators
Does influencer marketing deliver real sales results?
Yes - and increasingly these are direct, not just brand-building results.
Brands report:
increased sales after creator posts
reduced cost per acquisition
higher conversion rates through discount codes and affiliate links
stronger social proof that boosts performance campaigns
At Nanobuzz, we often see that even campaigns with budgets of 10-20k PLN generate:
excellent engagement results
valuable website traffic
scalable conversions
UGC content that can be used in paid ads
When does influencer marketing not pay off?
To make a campaign truly effective, avoid these three common mistakes:
1. Poor influencer selection
Aesthetics or follower count aren’t enough. Key factors include: demographics, engagement, niche and brand fit.
2. Single collaboration
The biggest impact comes from long-term partnerships that build trust and real influence.
3. Lack of results measurement
The use of UTMs, tracking links, and unique codes is essential for assessing ROI.
Summary - is influencer marketing worth it?
Yes - influencer marketing is cost-effective, especially when:
it is based on analysis and data
it leverages nano- and micro-creators
it fits into a broader communication strategy
results are tracked and reported reliably
Micro-influencer marketing currently offers the best price-to-performance ratio, which is why more brands start their efforts here.
Want to check whether influencer marketing will pay off for your brand?
Contact us and we’ll prepare a free potential analysis and a campaign recommendation tailored to your budget and goals.
