How to get influencer marketing right in 2025

Influencer marketing is still one of the most misunderstood types of advertising.

While influencer campaigns can be hugely effective, many brands have no idea how to choose the right influencer, what fee is fair, or how to measure whether a campaign has been effective. I sat down with Jordan Michaelides, founder of influencer marketing agency Neuralle, to talk about how brands can make the most of their influencer spend.

Q: So, Jordan, can you tell me a bit about what Neuralle does?

We’re an influencer and UGC marketing agency. About 80% of our business is talent representation—securing brand deals for creators. The other 20% is acting on behalf of brands, helping them connect with the right influencers. Because we work on both sides, we have a really good read on what makes an influencer campaign successful. We primarily operate in Australia, though we do have some international clients.

Q: In your experience, what are the biggest mistakes brands make when it comes to influencers?

A lot of brands want to "do influencer marketing", but they don’t know what that actually means. So they start by Googling "how to run an influencer campaign" and end up following advice from people who don't specialise in the influencer space.

The other biggest mistake I see brands make is looking way too much at an influencer's follower count and not enough at all the other factors. Instead of asking if someone is a micro, macro, or nano-influencer, brands should look at views, engagement rates, and impressions. Then, brands should need to calculate the CPM (cost per thousand impressions)—that’s the real way to assess ROI.

Q: Can you tell me more about the idea of looking at influencer campaign ROI using CPM?

The only way to compare the cost of an influencer campaign versus another medium is to calculate your CPM. Here's how:

1) Look at how many views the influencer got per video, on average, over the last 30 days
2) Divide that number by 1000
3) Divide their fee by that number

If their quoted price gives you a CPM between $25-$50, you’re getting a really good price. Now there may be some brand value in the talent’s CPM when it’s higher than that range, particularly when you get into talent averaging 500,000-1,000,000+ views. But you should never pay someone who averages 20,000 views a CPM of $200 (although we’ve seen many brands makes this mistake).

Q: What else should brands know about beginning to work with influencers?

The biggest challenge is sourcing the right talent, so you should reach out to at least 3x more influencers than you think you’ll need. It’s harder than people think because:

1) Many influencers will say no
2) Some won’t fit your budget
3) Some won’t align with your brand

Brands also tend to rush the process because they want to book talent ASAP. But finding your talent can be very hard and it's too important to rush through. Tools like Hootsuite or Sprout can help you find influencers, but a lot of it is just manually digging into platforms like TikTok to see who's creating the best content in your niche.

Q: How do you know if an influencer is right for your brand?

We use a simple 3P framework when evaluating influencers:

• Price: Does their CPM make sense compared to other digital media? If your industry average on socials is $25 and an influencer is charging $15 (or even $30), that’s a good deal. Remember, you’re not just buying reach, you’re buying their creativity and credibility with their audience.

• Profile: Does their content align with your brand and niche? If you’re a camping brand, you'll want influencers whose content naturally fits outdoor experiences, not just someone with a big audience.

• Persona: Does their audience match your target demographic? You need to make sure their followers include the customers you’re trying to reach. This is especially important when targeting specific age groups or locations.

[For more on the 3Ps, check out How to select the right influencer for your brand]

Q: What's the influencer's role in creating the campaign strategy?

The best influencer campaigns feel natural, where the influencer integrates the product into their usual content. Unfortunately, brands often try to force influencers into their marketing strategy instead of fitting into the influencer’s content style.

My recommendation is for brands to create a 1-2 page brief focused on the core message for the campaign. Then, work with the talent to figure out how to bring this message to their audience. Trying to manipulate their audience into an opinion about your brand can backfire!

Q: What trends should brands be paying attention to in 2025?

The biggest shift is that social agencies are becoming creative agencies. Traditional creative agencies are expensive, and brands are realising they can get high-quality content from social-first creators. This is blurring the lines between influencer marketing and brand strategy.

We’re also seeing influencers become more integrated into a brand’s platform and storytelling. A great example is Sony’s campaign featuring the Macfarlane Bros on TikTok, where influencers weren’t just promoting a product—they were part of the brand’s narrative.

- Charlotte, Editor ♡