Latest news with #IndiaInfluencerMarketingReport2025
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Business Standard
2 days ago
- Business
- Business Standard
India's influencer marketing industry to grow by 25% in 2025: Report
India's influencer marketing industry is expected to grow by 25 per cent this year from ₹3,600 crore in 2024, as many traditional and digital-first agencies strengthen their influencer marketing capabilities, according to a report titled 'India Influencer Marketing Report 2025.' The report released by The Goat Agency, WPP Media's (formerly known as GroupM) influencer and content marketing solution segment and Kantar, a marketing data and analytics company, stated the last 12 months saw a sharp rise with over 20 mergers and acquisitions taking place in the media and marketing sector, with media agencies strengthening their influencer marketing capabilities. The report further highlighted that 70 per cent of brands cited trust and credibility as the top reasons for engaging with influencers. Adding to this, the Indian government has also stepped in with a $1 billion fund to support content creators, boost innovation, production quality, and reach. One of the most significant shifts in the industry is the move beyond follower count to content quality and creator relevance, especially among manufacturing brands, where 85 per cent of these brands prioritise content quality when selecting influencers. At the same time, 72 per cent of the brands have a preference for long-term influencer partnerships. In comparison, 95 per cent of brands have a strong inclination towards macro-influencers, driven by increasing concerns around content control and brand safety. Niche micro-influencers are gaining traction across high-consideration categories such as automotive and consumer durables, with 85 per cent of marketers in these verticals planning increased investments, the report added. 'Today's consumers aren't just buying products, but they are buying into stories, communities, and creators they trust,' said Ashwin Padmanabhan, chief operating officer, WPP Media, South Asia, in a statement. 'With sharper content, stronger metrics, and a renewed focus on credibility, influencer marketing in India is moving towards maturity.' Puneet Avasthi, director, specialist businesses, insights division, Kantar, was quoted as saying: 'Influencer marketing in India is no longer just about reach, it's about relevance, resonance, and results. As consumers become more discerning, the role of influencers in shaping perceptions, guiding discovery, and driving action has never been more critical. The future belongs to brands that treat influencers as strategic collaborators, not just content amplifiers.' From a consumer lens, creators continue to influence the purchase funnel significantly, with over two-thirds of Indian users turning to influencers for product discovery, information, and action, the report added.
Time of India
2 days ago
- Business
- Time of India
India's influencer marketing industry hits INR 3,600 cr in 2024, set to grow 25% in 2025: Report
HighlightsIndia's influencer marketing industry is projected to reach an estimated valuation of INR 3,600 crore in 2024, with a 25 per cent growth anticipated in 2025, according to the India Influencer Marketing Report 2025. A significant shift in influencer marketing strategies is noted, with 85 per cent of brands in the manufacturing sector prioritising content quality over follower numbers and 72 per cent opting for long-term influencer collaborations. The report highlights that 70 per cent of brands engage with influencers due to trust and credibility, a figure that rises to 77 per cent in the Banking, Financial Services and Insurance sector and 76 per cent in the Fast-Moving Consumer Goods sector. India's influencer marketing industry has reached an estimated valuation of INR 3,600 crore in 2024, with projections indicating a 25 per cent growth in 2025. This data comes from the India Influencer Marketing Report 2025 , a collaborative effort between The Goat Agency, WPP Media's influencer and content marketing solution, and Kantar, a marketing data and analytics company. The report provides a detailed overview of the current state and future direction of influencer marketing in India. It highlights how brands are integrating influencers into their marketing strategies to impact consumer behavior and build brand credibility. A notable shift identified in the report is the industry's move beyond a sole focus on follower numbers. Brands are increasingly prioritising content quality and creator relevance, particularly within the manufacturing sector, where 85 per cent now consider content quality as a primary factor in influencer selection. The report also indicates a growing preference for long-term influencer collaborations, with 72 per cent of brands opting for such partnerships. Macro influencers are currently favored by 95 per cent of brands, driven by concerns around content control and brand safety. However, niche micro-influencers are gaining traction in high-consideration categories like automotive and consumer durables, with 85 per cent of marketers in these areas planning increased investments. Despite the positive outlook, challenges remain. Influencer discovery is a significant hurdle, with 83 per cent of marketers, and 95 per cent in the BFSI sector, reporting difficulties in finding suitable talent. To measure return on investment (ROI), marketers are increasingly prioritising engagement rates (39 per cent) and content quality (36 per cent) over less impactful metrics. From a consumer perspective, influencers continue to play a crucial role in the purchase journey. Over two-thirds of Indian consumers use influencers for product discovery (63 per cent), information gathering (69 per cent), and prompting action (60 per cent). The report also underscores the importance of trust and credibility, with 70 per cent of brands citing these as key reasons for engaging with influencers. This figure rises to 77 per cent in BFSI and 76 per cent in FMCG, emphasizing the growing relevance of authentic, insight-driven storytelling. Ashwin Padmanabhan, chief operating officer, WPP Media South Asia, commented on the evolving landscape. "We are witnessing the evolution of influence from a marketing channel to a cultural force," he stated. "Today's consumers aren't just buying products, but they are buying into stories, communities, and creators they trust. This report is our attempt to decode that shift. With sharper content, stronger metrics, and a renewed focus on credibility, influencer marketing in India is moving towards maturity. We are not just tracking the curve; we are helping brands stay ahead of it." Puneet Avasthi, director – specialist businesses, insights division, Kantar, added, "Influencer marketing in India is no longer just about reach it's about relevance, resonance, and results. What this report makes clear is that brands are evolving their approach moving from vanity metrics to meaningful engagement and long-term partnerships rooted in trust. As consumers become more discerning, the role of influencers in shaping perceptions, guiding discovery, and driving action has never been more critical. The future belongs to brands that treat influencers as strategic collaborators, not just content amplifiers." The report ultimately emphasises the importance of fostering meaningful and sustainable partnerships between brands and creators within an increasingly regulated and content-focused environment.
