The influencer marketing industry in India is growing rapidly and is expected to reach a value of Rs 2,200 crore by 2025, up from Rs 900 crore in 2021. This growth is largely driven by the increasing number of content creators and the growing trend of brands partnering with influencers to create relatable and engaging content.
According to the Influencer Marketing Report 2022 by Influencer.in, a platform created by Social Beat, influencer marketing is becoming a key part of digital marketing strategies for many large companies.
Based on a survey of over 500 content creators and 60 marketers, the report highlights that 61.2% of brands recognize the importance of influencer marketing in reaching new audiences and boosting brand awareness. While larger companies are already heavily investing in influencer marketing, smaller businesses are starting to see its value but haven’t yet committed significant resources.
The report also reveals that about half of marketers spend up to 10% of their digital marketing budget on influencers yearly. Meanwhile, 10% of marketers allocate more than 40% of their budget to this strategy. Instagram is the most popular platform for influencer marketing, with 36.9% of brands focusing their efforts there, followed by YouTube (20.6%) and Facebook (18.7%).
Arushi Gupta, head of Influencer.in, noted that Instagram, YouTube, and Facebook remain the top platforms for content creators, with short-form videos being the most popular type of content. However, she also mentioned that it will be interesting to see how influencers adapt to emerging short video platforms in the future.
The report also highlights the growing trend of influencers being selective about the brands they work with, focusing on meaningful collaborations that align with their audience’s interests. While 58% of brands prefer short-term partnerships lasting about a month, 91% of influencers are looking for longer-term relationships with brands.
Suneil Chawla, co-founder of Social Beat, emphasized that influencers of all sizes are in demand, thanks to their unique style, specialty, and content. He also pointed out that video content is highly favored for its storytelling potential, and the rise of new social media tools is something to keep an eye on.
Frequently Asked Questions (FAQs)
What is the projected value of India’s influencer marketing industry by 2025?
The industry is expected to reach Rs 2,200 crore by 2025.
Why is influencer marketing growing in India?
The growth is due to more content creators and increased brand collaborations.
Which social media platform is most popular for influencer marketing in India?
Instagram is the most popular, with 36.9% of brands using it for influencer marketing.
How much of their digital marketing budget do most marketers spend on influencers?
About 50% of marketers spend up to 10% of their budget on influencers annually.
Are influencers looking for short-term or long-term brand partnerships?
Most influencers prefer long-term relationships with brands.
What type of content is most favored in influencer marketing?
Short-form videos are the most popular type of content in influencer marketing.
