Melillo reports 2025 influencer campaign results and costs
Melillo says the CFB worked with 29 influencers generating over 70 posts on Instagram and TikTok at a total cost of $626,365, producing over 6 million views and 500,000 engagements with a 5% engagement rate, and that non-English content outperformed English posts.
In 2025, the CFB worked with 29 influencers over the election cycle who generated over 70 posts across Instagram and TikTok at a total cost of $626,365.
Compensation varies based on the campaign's strategic priority, the influencer's audience size and reach, and production complexity and creativity.
These posts produce more than 6 million views and over 500,000 engagements, with an average engagement rate of about 5%, well above the 1% to 3% industry average.
Every like, comment, and share signals a viewer engaging with a civic message and amplifies that content to be more visible to others.
The effect was even stronger for non-English content.
Influencer videos in Spanish, Mandarin, Korean, and Bengali created in language by voices based in the communities we aim to reach outperformed English language posts,
generating over 2.3 million views and more than 4,000 visits to our NYC Votes website.
These are audiences that have historically lacked civic engagement and election messaging in their own language.
Our ability to engage
through trusted messenger influencers in language allows us to get them the information they need to be informed voters.