Influencer marketing in India has a storied past and a bright future. As far back as 1922, when Godrej launched its No.1 soap, the brand secured powerful endorsements from icons like Rabindranath Tagore. Brands and influencers have always had a long-standing relationship. Today, influencer marketing is booming in India, with a projected growth of 25% in 2024 reaching INR 2,344 crores and potentially INR 3,375 crores by 2026.
With 50% of mobile engagement centered on social media, the question arises: who will emerge as the leading influencers in India, defining the standard, and what trends can we expect in this swiftly changing domain? Read on to explore insightful Influencer Marketing trends in India and what the future holds for it.
Key Influencer Marketing Statistics 2024 (Highlights)
- The influencer market in India is projected to grow by 25% to reach INR 2,344 crore in 2024, with an anticipated rise to INR 3,375 crore by 2026.
- India boasts 2.5 to 3.5 million content creators across social media platforms.
- 92% of influencers prefer short-form videos, with YouTube Shorts and Instagram Reels dominating.
- 47% of brands prefer Micro and Nano influencers for cost-effective campaigns.
- 80% of influencers prioritize long-term brand relationships for enhanced engagement.
India’s influencer market to hit INR 3,375 crore by 2026
Ernst and Young recently surveyed the State of Influencer Marketing in India and discovered that the industry is expected to snowball in 2024. This growth is projected to increase revenues by 25% to INR 2,344 crore in 2024 and further rise to INR 3,375 crore by 2026.
Source: E&Y
There are 2.5 to 3.5 million Content Creators in India
With an estimated 2.5-3.5 million content creators on platforms like YouTube and Instagram, they’re divided into Nano, Micro, Macro, and Mega/Celeb based on audience and engagement.
Nano-influencers typically engage with 1,000 to 10,000 followers, while micro-influencers cater to audiences ranging from 10,000 to 100,000. Macro influencers usually command a following of 100,000 to 500,000, whereas mega or celebrity influencers boast audiences exceeding the 500,000 mark.
Around 47% of brands prefer using nano and micro influencers for their influencer marketing campaigns as they offer a lower cost per reach. Conversely, larger brands often choose mega influencers with over a million followers. Approximately 7,000 major brands collaborate with mega influencers boasting follower counts exceeding 1M.
Here is a comprehensive breakdown of the Creator Ecosystem in India, featuring influencers from various categories and platforms:
Source: Kofluence
Instagram & YouTube lead Influencer content consumption in India
In India’s dynamic social media scene, Instagram is the most preferred platform for content consumption with an impressive 169% market share, reflecting its user engagement. YouTube is not far behind, claiming a 163% share, indicative of its extensive reach and impact. Facebook maintains a strong presence with 133%, continuing to facilitate content sharing and social connectivity. Snapchat, appealing particularly to the youth, holds a 125% share.
Interestingly, emerging Indian platforms like MOJ and Chingari are also gaining traction, with market shares of 97% and 78%, respectively. These platforms are increasingly favored for influencer marketing due to their localized and culturally resonant content. They underline the evolving opportunities for brands to connect with the Indian market through tailored and relevant influencer campaigns.
Source: E&Y
92% of influencers favor short-form videos for content creation
Short-form video content has become the top choice for influencers, particularly with the rising popularity of YouTube shorts and Instagram reels. YouTube Shorts are the preferred mode, with 51% of influencers creating content on the platform, while 35.5% opt for Instagram Reels, although many use both formats.
Source: Influencer
Here is a table showing the type of content that content creators favor:
| Content-Type | Share Of Content Creators |
| Short-form Videos | 92.20% |
| Statics | 55.90% |
| Carousel | 50.40% |
| Long-form Videos | 37.30% |
| Other | 6.40% |
47% of brands prefer Micro & Nano Influencers for cost-effective campaigns
For marketers, finding the right mix of influencers is key — big names to boost brand awareness and smaller ones to engage with customers. Almost half of all brands choose micro and nano influencers because they’re cost-effective and have engagement rates of 2.5% and 4% respectively. On the flip side, larger influencers have lower engagement rates: 2% for mega and 1.5% for macro influencers.
When it comes to influencing purchases, celebrity endorsements and influencer content have a significant impact, collectively influencing 69% of consumer decisions, while e-commerce ads only influence 31%.
Source: E&Y
56% of brands allocate over 2% of their budget to Influencer Marketing
According to EY surveys of marketers, 56% of brands have allocated over 2% of their marketing budget towards influencer marketing initiatives. Additionally, 70% of surveyed brands intend to maintain or boost their influencer marketing expenditure in 2024. Half of these brands plan to increase their influencer marketing budget by up to 10%, indicating a growing recognition of the effectiveness and value of influencer partnerships in brand promotion strategies.
3 out of 4 brands in India adopt Influencer Marketing strategies
Brands prioritize influencers based on engagement rate and the quality of the target audience. Around, 61% of brands preferred driving awareness and engagement through influencer campaigns. 75% of brands view influencer marketing as integral to their overall marketing strategy. Given these insights, brands must ensure that their influencer selection criteria align closely with their campaign objectives.
Source: E&Y
80% of Influencers prioritize long-term Brand Relationships
Influencers overwhelmingly prioritize enduring partnerships with brands, with 80% preferring long-term relationships over one-off collaborations. They view ongoing associations as beneficial for fostering rapport and familiarity with brands, suggesting a desire for deeper connections rather than transactional engagements.
However, challenges arise as 57% of influencers report budget misalignment, indicating a disconnect between expectations and resources. Additionally, 51% of male influencers feel brands overly emphasize short-term metrics, while 40% highlight tight timelines as problematic. Despite these challenges, influencers believe that long-term relationships offer mutual benefits, enabling a better understanding of the brand and the creation of high-quality, on-brand content.
This table highlights the Preferences & Challenges faced by Indian Influencers –
| Influencer Preferences/Challenges | Influencer Count |
| Preference for Long-term Brand Relationships | 80% |
| Find Budget Misalignment a key challenge | 57% |
| Feel brands focus on Short-term Metrics (Male) | 51% |
| Citing tight timelines from brands as an issue | 40% |
Establishing long-term relationships enables influencers to gain a deeper understanding of the brand, fostering the creation of higher-quality, on-brand content. In turn, brands reap the benefits of continuity.
Source: Influencer.in
Influencer Marketing Surges with Lifestyle, Fashion, and Beauty Sectors
Lifestyle, fashion, and beauty sectors are poised to be the primary drivers of growth in influencer marketing, with percentages of 39%, 26%, and 15% respectively. Additionally, other sectors are anticipated to contribute 20% to this growth. Furthermore, automobile, e-commerce, and FMCG industries are projected to see the most significant increase in spending on influencer marketing initiatives, signaling a shift towards leveraging influencer partnerships across diverse sectors for enhanced brand visibility and engagement.
Source: E&Y
Comedy Tops as Indian Consumers’ Preferred Influencer Genres
Audiences engage with various types of content created by online influencers and creators spanning multiple categories. More than half of Indian consumers prefer watching comedy content on social media, which makes it the top genre for influencers. Film & TV also garnered significant interest, with 50% of the respondents showing interest. Musical content came in third with a 48% preference. Surprisingly, VIPs & Celebrities ranked the lowest in preference, garnering only 19%.
This data provides insights into the influencer landscape and consumer preferences in the Indian market.
| Characteristic | Share of Respondents |
| Comedy | 58% |
| Film & TV | 50% |
| Music | 48% |
| Business & Economy | 47% |
| Food (e.g., mukbangs) | 44% |
| Health & Fitness | 44% |
| Science & Technology | 43% |
| Cars / Vehicles | 42% |
| Shopping / Product Reviews | 41% |
| Animal & Nature | 40% |
| Sports | 39% |
| Advice & Self-Help | 37% |
| Gaming & E-Sports | 35% |
| Family & Parenting | 33% |
| News & Politics | 32% |
| Adult Content | 30% |
| History | 29% |
| Love & Relationships | 28% |
| Society & Culture | 26% |
| Personal Finance | 25% |
| Religion & Philosophy | 21% |
| True Crime & Law | 19% |
| VIPs & Celebrities | 19% |
| No Content Consumption | 1% |
| Other | 3% |
| Don’t Know | 0% |
Source: Statista
50% of Influencers Integrate AI for Content Ideation
Influencers are increasingly integrating AI into their marketing strategies, with 50% utilizing AI for content ideation and 33% for engagement and writing assistance. However, 64% express concerns about competition from AI influencers, indicating a growing awareness of the impact of artificial intelligence on the influencer landscape. Additionally, a survey reveals that 65.4% of respondents are apprehensive about competing with Metaverse and AI influencers, highlighting the shifting dynamics within the industry. As AI continues to evolve, its role in influencer marketing is likely to shape future trends and strategies.
Source: Influencer.in
Spotlight on India’s Top Influencers
Kofluence has recently released its Annual Research Report for 2023-24 which explores the ever-changing world of influencers in India. The report is accompanied by an infographic that presents important findings, classifying influencers into four categories: Celebrities, Mega, Macro, and Micro. The infographic also highlights the trends and patterns that have shaped the influencer landscape in 2024.
Indian Influencers Anticipate 86% Income Increase
With 86% of influencers in India anticipating a significant increase in their income over the next two years and 77% already experiencing income growth in the past two years, the outlook for influencers in India is promising. Additionally, most influencers work fewer than 10 hours a week, a stark contrast to their counterparts abroad who may work up to 39 hours. Moreover, 12% of influencers in India earn between INR 1 and 10 lakhs, indicating a lucrative earning potential.
Source: E&Y
The Path Forward
Influencers in India are increasingly adopting AI tools to create content and looking for ways to optimize their workflows. With 48% of them seeking workflow optimization and 46% actively searching for tools to monitor emerging trends, influencers are striving to produce more impactful content for their audiences. Moreover, half of all brands recognize the effectiveness of influencer content over digital advertising, leading to a shift towards long-term brand partnerships.
This trend not only provides influencers with valuable insight into brands’ values and ethos but also helps brands reach specific audiences more efficiently through niche influencers. As influencer marketing in India progresses into 2024 and beyond, these trends suggest a promising future marked by innovation, authenticity, and meaningful brand partnerships.
