The €30 Billion Shift: How Influencer Marketing Is Outperforming Paid Media in 2025

Influencer marketing has officially entered the boardroom. Global spend will surpass €30B this year, growing faster than any other digital channel. The reason? Hard numbers.

• ROI: On average, influencer-led campaigns deliver 11x higher ROI than traditional display ads.

• Retention: Customers acquired through influencers show 2.6x higher retention after 12 months.

• Trust Factor: 70% of consumers trust influencer recommendations over brand ads — compared to just 15% for paid display.
  

Case in point: In 2024, a Fortune 500 fashion brand reallocated 20% of their paid media spend into influencer collaborations. The result: +42% revenue growth across direct-to-consumer channels.

CEO takeaway: Paid media is losing trust and efficiency. Influence has become the most cost-effective growth engine in digital marketing.