How to Get Budget & Buy-In for Influencer Marketing in 2025

Influencer marketing is no longer just a nice-to-have channel — it’s a core revenue generator. In fact, 71% of marketers are planning to increase their influencer marketing budget in 2025. Yet despite its effectiveness, some executives remain hesitant to allocate more resources to this channel with concerns around proving ROI, scalability, and competing priorities within marketing budgets. 

However, securing a starting influencer marketing budget is essential for success, whether it’s to compensate creators fairly, boost influencer content in paid ads, or scale campaigns for greater impact. 

If you’re struggling to get buy-in from leadership, you’re not alone. We asked experienced marketers how they’ve secured additional budget for influencer marketing. Here’s their advice on how to make a compelling case. 

Tip #1: Prove tangible ROI.

Executives prioritize measurable impact, so the key to securing an influencer marketing budget is demonstrating influencer marketing’s direct contribution to company goals. Use past campaign data to highlight its effectiveness in lead generation, conversions, and revenue growth.

Ensure you’re showcasing metrics that reflect tangible business impact, such as affiliate revenue and click-through rates. Include data points that compare influencer-driven customer acquisition costs with other channels to emphasize efficiency. For instance, showcase that your recent creator-led campaign generated more impressions, engagement, and sales than a search ad campaign. 

Additionally, highlight the impact of influencer-generated content (IGC) on lower-funnel metrics. Many brands have seen a boost in ROAS when repurposing influencer content in paid campaigns, proving its value beyond top-of-funnel awareness. 

For example, natural cleaning brand Purdy & Figg worked with Aspire’s Agency Services to launch a “Come Clean With Me” campaign on TikTok and Instagram, ranging from casual lifestyle content and product shots to cleaning vlogs. Based on organic performance metrics, the team repurposed top-performing influencer content into paid ads on Meta. In just 60 days, Purdy & Figg achieved:

• 555% increase in revenue
• 468% increase in purchases
• 78% increase in ROAS
• 35% decrease in CPA

Check out our full feature on Purdy & Figg to replicate their success.

Tip #2: Create scalable programs.

Leadership teams often hesitate to commit significant budgets to influencer marketing without first seeing proof of concept. A great way to overcome this barrier is by starting small and scaling based on performance.

So, pitch a pilot program with a limited number of influencers to test performance before requesting a larger influencer marketing budget. Consider taking a hybrid approach with a mix of gifted and paid partnerships to determine which creators deliver the best ROI before committing to long-term collaborations. 

One marketer shared that they invited influencers on gifted brand trips, then selectively transitioned high-performing creators to paid partnerships based on the engagements and sales their posts generated throughout the trip. 

By demonstrating early wins with minimal risk, you’ll make it easier for decision-makers to approve larger budgets in the future. 

Tip #3: Capitalize on organic buzz.

Not all influencer partnerships need to start from scratch. Some of the most effective collaborations begin with influencers who are already fans of your brand. Tapping into organic brand mentions can be a powerful way to justify an influencer marketing budget increase.

Use social listening tools to identify creators (and existing customers) who are already big fans of your brand and are organically promoting your brand on their feed. Gather examples where an organic influencer post led to an uptick in sales, web traffic, or social engagement.

When you can demonstrate that influencer enthusiasm is already driving measurable impact, leadership will be more inclined to invest in formal partnerships.

Tip #4: Pool budget resources with other teams. 

Influencer marketing doesn’t have to be funded solely by your influencer or social department. Many marketers have successfully secured larger budgets by collaborating across teams within their organization. 

For instance, some marketers shared that they’ve partnered with regional marketing teams to co-fund influencer initiatives that align with local and global campaign goals. Others have tapped into their paid media budget to amplify top-performing influencer content across CTV, OOH, and digital ads. 

By doing so, you can also show how influencer marketing supports broader company initiatives, whether it’s driving in-store traffic, boosting loyalty program sign-ups, or enhancing brand storytelling. 

Make a solid case for your influencer marketing budget

Convincing executives to invest in influencer marketing requires a strategic approach. By proving ROI, starting with scalable programs, leveraging organic brand buzz, and pooling resources, you can make a compelling case for increasing your influencer marketing budget in 2025.

For more insights into how top brands are thinking about their influencer marketing budget this year, download our report, The State of Influencer Marketing 2025.