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Does Influencer Marketing Really Work In India?


With a growth rate of 18% per year, the influencer marketing industry in India is expected to hit INR3,375 crore by 2026. India has a lot of promise and opportunities in the maker economy, which is always changing. The maker economy is likely to grow a lot, which shows how innovative, creative, and driven to succeed the country is.

The "State of influencer marketing in India" report more clearly shows how important influencers are. It also gives brands useful information on how to use influencer marketing to connect with their audience, grow, and stay successful in India's fast-paced and competitive market.

The poll also talks about some of the problems the maker economy has. Figuring out the return on investment (ROI) of celebrity marketing efforts is the hardest thing for marketers. Other important issues are keeping your reputation in a digital world that changes so quickly and building a loyal following. The information in this study comes from a poll we gave to CMOs, producers, companies, and regular people.

How Does Influencer Marketing Work

●   The Power of the Creator Economy: Creators Take the Lead

Creators work in a wide range of niches, from fashion and beauty to exercise, games, and more, to meet the needs of a wide range of viewers. The sheer size of India's creator economy shows how important it is as a moving force in the country's digital economy. Creators shape brand stories, get consumers involved, and affect buying decisions across many industries.

●   Niche Groups And Micro-Influencers

In 2024, special groups will become more important than macro-influencers. Micro-influencers, who have small but very active followings, will be very important. In these smaller groups, where trust and relatability grow, brands that value sincerity do very well. You can expect to work with micro-influencers in a wide range of niches, from eco-friendly fashion to independent music.

●   Campaigns Based on Data

Influencer marketing plans will be based on data analytics. Brands will use data to find the best content makers, improve it, and figure out the return on investment (ROI). Tools that AI drives will look at response rates, user demographics, and opinions. People who can understand their target data will be in high demand as campaigners who can make sure their messages get through.

●   Creator Survey: The Stars

For brands that want to build important relationships and connect with viewers, it's essential to know what artists like and how they act. This in-depth study polled a wide range of artists from different areas and platforms to learn more about their tastes, motivations, and decision-making processes when it comes to working with brands. The results are very helpful because they show what makes creators and brands work together and what kinds of material people like the most.

What Are The Chances Of The Future?

According to Influencer Marketing Hub, social commerce will bring in $958 billion in 2022. This is one of the most important trends that will change influencer marketing that year.

●    The Rise Of Networks Of Influencers

The Collective is the next step for influencer marketing. This is where brand marketers can start to group influencers together based on the things they have in common. If a brand works with a social media influencer, the brand's image will improve based on how strong the influencer is. In the same way, an influencer's image is based on the brands they promote. It's like setting up Power Centers of Influence in every niche. Because many niches cross, each impact center is linked to the others.

For instance, in the past, a company that sold a financial product would reach out to people who have a lot of impact in the economic and business niches. Now, they are also going to try to get lifestyle and exercise stars to sell the product in those areas. In the future of influencer marketing, the power of how different regions are linked will be emphasized. Individuals who can spread ideas across various areas will be the most powerful influences.

●    Focus On Small Influencers

Because a lot of people can now make a living as "influencers," old marketing debates have come up again. Are the items and services that leaders promote really good, or are they just paid to say good things about them? A lot of leaders buy fake fans, which makes their interaction rate average.

Marketers and brands are starting to understand that sometimes less is more. The amount of social media fans is one of many things that determine how well an influencer marketing strategy does.

Micro-influencers have fewer fans on social media, but they work hard to stay in touch with the people who follow them. And they are picky about the kind of people who follow them. Because of this, more people interact with their social media posts.

Micro-influencers are paid more fairly than mega- and macro-influencers, who have huge social media followings. In the future, Micro-Influencers will be the most important part of Influencer Marketing.

●    Stricter Advertising Rules

The technology behind Computer-Generated Imagery (CGI) has gotten a lot better, making it easier for people who want to try out 3D art to do so. Because of progress in technology, CGI stars like Miquela, Bermuda, and Shudu can now be found on social media, and this is becoming more popular.

CGI influencers are social media stars who were made with the help of AI and CGI for those who don't know. Each scene from the life of a CGI celebrity is made in the virtual world by coders and artists. People who are CGI leaders can be seen on social media going to coffee shops, doing yoga, sitting in foreign places, recording music, and even modeling expensive clothes.

There are some ways that CGI influences are better than real people. In real life, they cost a lot more than these people, but they give the brand manager more power. They won't put the company at risk with a personal issue, and they can travel the world at any time or in any amount of room. With the help of a digital advocate, brands can connect with their customers on a deeper, more emotional level in the digital world.

Social media sites are growing quickly, and more people in the country are getting online. This has increased the demand for real, approachable material from celebrities. In recent years, influencers have become very important in shaping how people act and what they buy. Making a map of the maker economy has given people a way to make money from their hobbies and interests and give businesses a new way to reach their target audience.

The coming together of influencer marketing and the maker economy will continue to change the advertising business, challenge old ideas of fame, and give people new ways to make money from their hobbies in the years to come. India's digital environment will definitely see a rise in creativity, business, and cultural impact as people adjust to these changes and take advantage of new possibilities.

Step-By-Step Instructions On How To Make An Influencer Marketing Plan

Influencer marketing on Instagram is a well-known method, but apps like TikTok, YouTube, and Snapchat are becoming more popular with a wider range of people.

An influencer program needs to be carefully thought out, just like any other marketing strategy. When making your influencer marketing plan, here are some important things to keep in mind.

Find Influential People And Learn How They Get Paid

The first step to building a successful influencer marketing plan is to find the right person for your brand. It would help if you did a market study to find out what your audience likes and pick the right site to work with a celebrity to get them involved.

This is very important because every network is aimed at a different group of people. For instance, fashion and beauty brands do really well on Instagram and YouTube, while video-game brands do really well on Twitch.

Does The Advocate Already Write About Things That Are Similar To Your Service

Are they real? Look through their news and click on posts to read more. Comments that look like trash and a low amount of involvement with followers are both signs of a fake account or fake fans.

Have they worked with names like this before? If you're looking for a certain kind of influencer, an experienced one should be able to show you a press kit with examples of their work.

Social listening can help you find out where people are talking about your business and industry, as well as where to find important people in that industry on each site.

Make A Budget And A Plan For How To Handle It

You can keep track of your spending and carefully give your resources to partnerships that will bring you the most value by using an influencer marketing planning form. Plan for the time it will take to set up, run, and review your influencer program. Unlike automatic ad campaigns, influencers often have multiple relationships, which means you will need to be more involved.

If your budget allows it, start a mentor program to add variety and depth to your content, like Fujifilm, which uses "ambassadors" to promote new products and show off their best features.

Buying all-in-one influencer marketing software is a good idea whether you hire an influencer marketing service or not. It will help you find the right influencers, negotiate prices, and review and approve content.

Choose The Campaign's Words And Goals

Focus on the goals and wants of your campaign to make sure your influencer plan works. Figure out if you're going to use influencers to reach a new group of people, launch a new product, or show what your brand stands for. Check out influential trends to see what's popular in your field as well.

Your word is just as important as your goal. Because influencers work with specific groups of people, it's important to make sure that your campaign message is clear and effective.

Influencer content is usually more personal and chatty, which helps it stand out from posts that are sponsored by brands or are meant to make sales. It's important to respect an influencer's creativity and individuality but make sure their material fits with what your brand stands for.


There is no doubt that influencers are the new thing in marketing. But the world of influencer marketing is always changing. In five years, it might be very different from what it is now.

Setting up a campaign with influencers is similar to setting up any other marketing campaign: do research, make a budget, decide on goals, find your influencers, and review and make changes. Once you get the hang of it, it will be easy to make different influencer marketing plans for your brand based on its needs.