October 29, 2025
Overherd on Social: The IPA’s Verdict, Influencers Drive Outstanding Long-Term Value
Goat’s Overherd on Social podcast is a marketer’s go-to for Trends, Creators, and Culture! Dive into the latest social media and pop culture phenomena with industry experts and top creators.
The IPA has released first-of-its-kind research which unequivocally proves the short and long term ROI of influencer. Whilst influencer marketing has evolved drastically over the past decade, as well as our ability to accurately measure on results, this is the most comprehensive research into the industry ever, spanning 220 campaigns from 144 brands across 36 sectors and 28 markets, and capturing over £133 million in influencer spend.
Available on Spotify, Apple Podcasts and YouTube.
In this episode we explore:
- What makes this research initiative unique
- How influencers are delivering both long and short term value
- Why brand alignments between brands and influencers are becoming central to modern marketing strategy.
- AND… Dominic teaches Matt what a scatter plot is!
If you want to understand how to integrate influencers into your marketing strategy, this episode is for you!
🎙️ Hosted by:
- Jo Hughston: Head of Marketing, The Goat Agency
- Matt Wyatt: Senior Video Producer, The Goat Agency
Guest:
- Dominic Charles, Managing Director, Audience Intelligence & Marketing Science, Wavemaker
Chapters:
- 00:00 – 9:09 – Dom’s experience working in audience intelligence and what makes it so interesting
- 9:09 – 13:05 – Advice for aspiring marketers
- 13:05 – 16:35 – What is the IPA influencer effectiveness research and why is it so important?
- 16:35 – 25:09 – Interesting outcomes
- 25:09 – 28:31 – Where should influencers sit within the media plan?
- 28:31 – 38:42 – Scatter plots and influencer outlook
- 38:42 – 40:38 – Final thoughts and recommendations
