How influencer marketing Is redefining brand strategy in India

About 67% of Indian consumers trust influencer recommendations over traditional ads, marking a shift in marketing strategies, reveals a recent report by Kantar. It highlights that Influencer marketing has proven effective in driving engagement and sales, outperforming digital ads. Influencer  content leads to higher brand favourability, stronger associations, and increased purchase intent, with a 57% chance of driving short-term sales. By leveraging quick commerce platforms, influencers have turned their vast reach into tangible sales. The findings suggest brands should focus on authentic influencer partnerships rather than traditional advertising to align with India’s evolving digital commerce landscape.

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In a digital world overflowing with marketing messages, trust remains the most valuable asset. For Indian consumers, this trust is increasingly placed in influencers rather than traditional advertisements. According to a report released by Kantar (a leading global marketing data and analytics company), about 67% of Indians trust influencer recommendations more than traditional ads, while 26% prefer influencer content but are cautious about who they follow. These figures highlight a significant shift in how brands need to communicate in today’s digital landscape.

Kantar, analyzed over 30 influencer campaigns and 700+ digital ads in India from 2022 to 2023. The findings reveal that influencer marketing has been a game-changer for brands, driving exceptional impact and engagement.

Soumya Mohanty, Managing Director & Chief Client Officer – South Asia, Insights Division, Kantar, noted, “In today’s dynamic digital landscape, influencer marketing stands out as a powerful force, with more than two-thirds of Indians trusting influencer recommendations over traditional advertisements. Hence, understanding the elements that drive its success is paramount. The Influencer Playbook provides a framework to evaluate and benchmark influencer content, equipping brands with the tools to craft high-impact content that drives both immediate action and long-term brand affinity.”

Influencer marketing is outperforming 

Influencers have refined their approach, seamlessly integrating aesthetically pleasing product placements, cohesive brand partnerships, and viral product recommendations. Their innovative strategies across social media platforms offer fresh and engaging methods to promote products. Unlike traditional, scripted advertisements, influencer-driven content resonates more authentically with audiences, leading to significant results.

As investments in influencer marketing grow, so does the pressure to deliver measurable results. The report compares influencer content to other digital advertising formats, identifying key creative strategies and elements that drive high-performance campaigns.

The results are compelling: 

• Influencer content outperforms traditional digital ads in several key areas. 
• It leads to higher brand favourability (15% vs. 12%); stronger brand association (11% vs. 9%); and increased purchase intent (10% vs. 9%). 
• Influencer content has a 57% chance of driving short-term sales, making it particularly effective for lower- and mid-funnel marketing strategies.

Mr Prasanna Kumar, Regional Creative Lead, Insights Division, Kantar stated, “Influencer content has a distinct strength- it makes brands feel personally relevant without the heavy-handedness of traditional advertising, There’s a sense of authenticity and relatability that consumers respond to, which makes the message stick.”

Kantar’s latest rankings also reflect the rise of influencer marketing in India. Influencer content saw a 5-point increase in ad equity from 2023, ranking just below ecommerce ads (+7 points) and online display ads (+6 points), solidifying its place among the top trusted digital ad formats.

Converting extensive reach into actual sales

The report highlights how Influencers in India, have adeptly transformed their expansive reach into tangible sales, leveraging the rapid ascent of quick commerce platforms. By seamlessly integrating engaging content with e-commerce functionalities, they have established one of the most impactful and equitable online media channels in the country. This synergy between influencer marketing and quick commerce has notably enhanced consumer engagement and purchase conversion rates.​

In a market where word-of-mouth and personal recommendations hold substantial sway, the trajectory for brands is evident. For effectively capturing both consumer trust and spending, brands must transition from traditional advertising approaches to fostering authentic, meaningful influencer partnerships. This strategy not only resonates more deeply with audiences but also aligns with the evolving dynamics of India’s digital commerce landscape.​

However, the study also points out some limitations. While influencer marketing excels in generating immediate action, it falls slightly short in building long-term brand equity compared to other digital formats. This suggests the need for a more balanced and strategic approach- integrating influencer marketing without relying on it exclusively.