Influencer Marketing Challenges and Strategies for Small Businesses in the Growing Social Commerce Market

Social media marketing has long been a powerful tool for attracting customers, but recent insights suggest that influencer marketing may not always deliver the returns businesses expect.

The UK’s social commerce sector is booming, with forecasts predicting it will double in value by 2028, yet a new survey by influencer marketing agency SAMY highlights the challenges many companies face in leveraging influencers effectively.

Blind Investment and ROI Challenges

The survey, which included senior marketers from 70 global consumer brands, revealed that 50% of businesses struggle to prove a return on investment (ROI) from influencer marketing. Surprisingly, the issue often lies not in influencer effectiveness, but in marketers’ lack of clarity and strategy.

Nearly 44% of respondents admit to running campaigns without clear KPIs, while almost a third confess they are unsure how to measure an influencer’s impact on building a brand’s community. This makes it difficult to scale what works or justify spend.

Finding the Right Influencer

The survey also highlighted that the biggest hurdle is simply finding the right influencer. Around 60% of businesses reported difficulty identifying suitable partners, and 40% struggled to maintain long-term relationships, often relying on one-off posts instead of strategic collaborations that foster sustained engagement.

SAMY has developed a framework to help businesses select the right influencer, integrate them into marketing strategies, and measure performance effectively.

Growth, Potential, and Strategy

The UK social commerce market is projected to reach £16 billion by 2028, and annual social media advertising spend has surged to £9.02 billion, with influencer investments hitting £930 million. Clearly, influencer power is not fading, but companies must learn how to leverage it properly.

Brands that treat influencers as long-term partners—supported by the right technology, clear frameworks, and measurable KPIs—are the ones most likely to solve the ROI puzzle. Companies like Tony’s Chocolonely have shown the potential for tremendous customer growth, while failed partnerships serve as a warning that influencer selection and management are critical.

Expert Advice: Juliet Howes, Influencer Marketing Director at SAMY, emphasizes:

“Brands that are treating influencers as strategic collaborators, supported by clear KPIs beyond vanity metrics, are the ones most likely to succeed.”

For small businesses navigating this dynamic space, strategy, measurement, and partnership are key to turning influencer campaigns into profitable growth opportunities.