Brands shift focus from follower count to content quality as influencer spend soars

New Delhi: Despite rising optimism, the report highlights persistent challenges, particularly around influencer discovery, with 83% of marketers (and 95% in BFSI) struggling to find the right talent. 

New Delhi: India’s influencer marketing economy is on a sharp upward trajectory, with brands collectively spending an estimated Rs 3,600 crore in 2024 alone. 

According to the joint report by The Goat Agency, WPP Media’s influencer and content marketing arm, and marketing insights firm Kantar, 92% of brands are planning to increase their influencer marketing (IM) budgets in 2025, with nearly all identifying it as a top strategic priority.

Titled India Influencer Marketing Report 2025, the report projects a growth of 25% annual growth from 2024 to 2026. 

The surge is being fuelled by brands’ increasing appetite for relatable, authentic content that connects with Gen Z and millennial audiences who spend a majority of their time on platforms like Instagram, YouTube, and Moj.

Notably, the growth isn’t restricted to just fashion or beauty. Marketers from categories as diverse as automotive, e-commerce, and skincare are set to significantly scale up their influencer investments in 2025. 

One of the most significant shifts is the move beyond follower count to content quality and creator relevance, especially among manufacturing brands, where 85% now prioritise content quality when selecting influencers. 

The report also spotlights the growing preference for long-term influencer partnerships (72%) and a strong inclination towards macro influencers (95%), driven by increasing concerns around content control and brand safety. 

Meanwhile, niche micro-influencers are gaining traction across high-consideration categories such as automotive and consumer durables, with 85% of marketers in these verticals planning increased investments. 

Despite rising optimism, the report highlights persistent challenges, particularly around influencer discovery, with 83% of marketers (and 95% in BFSI) struggling to find the right talent. 

Marketers are now prioritising engagement rates (39%) and content quality (36%) over vanity metrics to gauge ROI. 

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 (63%), information (69%), and action (60%). 

Notably, 70% of brands cited trust and credibility as the top reasons to engage with influencers, led by 77% in BFSI and 76% in FMCG, affirming the growing role of authentic, insight-driven storytelling in today’s marketing landscape.

Ashwin Padmanabhan, Chief Operating Officer, WPP Media South Asia, said, “We are witnessing the evolution of influence from a marketing channel to a cultural force. 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.”

“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,” said Puneet Avasthi, Director – Specialist Businesses, Insights Division, Kantar.

The report emphasises the importance of building meaningful, sustainable partnerships between brands and creators in an increasingly regulated and content-driven ecosystem