Despite the global influencer marketing industry surging toward a projected value of $24 billion by 2025 (Statista), myths and misinformation still cloud the truth about its power and potential. Too many brands underestimate how influencers can drive real results or misunderstand how to harness them effectively.

In today’s blog post, we’re debunking the most common myths so you can see influencer marketing for what it is: one of the most powerful tools in the modern marketer’s toolkit.

Myth number one: “Influencer marketing is exclusively for big brands with huge budgets”.

This statement couldn’t be further from reality. Whilst the very first wave of influencer deals may have come in the form of big-budget collaborations, as the industry has become more diverse, so have the styles and sizes of influencer marketing opportunities. In the early 2000’s, large creators monopolised the scene; however, in 2025, the landscape is a playing field open to creators across all genres and follow counts.

In reality, micro and nano influencers often drive higher engagement and better ROI. In fact, in early 2025, brands increased their use of micro-influencers by 33 % year-over-year, signaling a strategic shift toward collaborations that emphasize authentic, niche engagement (Statusphere Blog).

Myth number two: “Campaigns featuring influencers with large followings receive the best engagement”.

Whilst mega-influencers like Zoe Sugg, Jake Paul, and Molly Mae can deliver impressive reach, the real secret weapon in influencer marketing is often the micro-influencer (10K–100K followers). These creators aren’t just holding their own - they’re outperforming the big names where it matters most: engagement.

According to Meltwater, micro-influencers achieve engagement rates that are 60% higher than macro (500K–1M) or mega-influencers (1M+). The gap is even starker on Instagram in 2025, where micro-influencers average a 3.86% engagement rate, while mega-influencers see just 1.21%.

In other words: they may be smaller in audience, but they’re giants in influence - and smart brands treat them as their marketing superpower.

Myth number three: “Influencer marketing is just a fad”.

The numbers don’t lie - influencer marketing isn’t going anywhere. Far from being a passing trend, it’s becoming one of the UK’s most powerful marketing channels. In fact, UK influencer marketing spend is set to hit $1.31 billion and keep climbing at a 7.2% CAGR through 2029 (Statista).

That’s not just growth - it’s serious ROI that brands can’t afford to ignore. So, if you’re currently mapping out your next financial or campaign budget, don’t forget to include influencer marketing in the mix (where applicable). And if you’re looking for an agency to run your first creator campaign, we can help with that.

Myth number four: “Influencer marketing isn’t right for my brand”.

As social media enthusiasts have evolved into full-fledged influencers, the spectrum of brands and creators tapping into influencer power has exploded.

What began as a tool dominated by entertainment and FMCG brands has proven its ability to deliver outstanding results across any sector - even in industries you might consider ‘unconventional.’ Case in point: Hydrogen’s Priority Services Register campaign with SSEN and popular influencers Jess and Norma.

In summer 2024, this unlikely pairing delivered a masterclass in creative impact. Through a lighthearted yet educational video and story series, Jess and Norma drove 276,000 video plays, 6,840 post likes, and 3,860 link clicks - all while communicating the PSR’s potentially life-saving message. This is proof that with the right strategy, influencer marketing works anywhere.

Myth number five: You can’t measure ROI

Modern influencer marketing is as trackable as any digital channel - sometimes even more so. There are lots of ways performance can be tracked from unique tracking links to personalised promo codes and affiliate tools that monitor clicks via creators’ content.

Just like other platform metrics, Hydrogen’s expert insights team can break down key metrics from cost of engagement to cost per click and many more. The result? You can see precisely what each pound spent delivers - whether that’s £6 back for every £1 invested (UK average) or higher. These detailed insights allow us to optimise future campaigns with the same rigor as paid search or social ads.

Influencer marketing isn’t a passing trend - it’s here to stay. If you’re ready to supercharge your next influencer partnership or want a creative campaign that gets people talking, our team of influencer specialists is here to make it happen. Get in touch today.