Influencer content grabs 2.2x more attention vs branded ads: Kantar report

New Delhi: A new Kantar report shows that influencer-led content is proving to be more than just a trend; it’s reshaping how people engage with ads. According to the latest India study, influencer content holds viewers' attention 2.2 times longer than typical branded content. On average, viewers spent 17.8 seconds before skipping influencer ads, compared to only 7.9 seconds for traditional digital ads. This jump in engagement isn’t just about watch time. Influencer content also has a 1.4x higher visibility duration, meaning people don’t just notice it, they actually watch more of it.

A big part of this success is trust. Kantar’s global data reveals that 76% of consumers trust influencer recommendations, more than they trust traditional advertising. Viewers feel influencers are more relatable, and their content often feels less like an ad and more like a recommendation from a friend. This trust translates into real engagement and better performance, especially when it comes to shaping opinions and driving action. But while influencer content grabs attention and builds quick interest, it isn’t always a win across the board

Kantar’s study, based on 31 influencer-led campaigns in India, shows that influencer content outperforms digital ads in the middle and bottom of the marketing funnel, where consumer attitudes shift and buying decisions are made. According to the study, influencer-led campaigns are doing better when it comes to shaping perceptions and driving action. Brand attributes saw a 10% improvement with influencer content, compared to a 7% lift from digital ads. Brand favourability also increased to 9% for influencer content, while digital ads managed 6%. Even purchase intent, the final step before conversion, was slightly higher at 7% for influencer content, versus 6% for other digital formats. This shows that influencers are especially effective in pushing consumers closer to making a purchase.

In simple terms, people not only notice influencer content, but they’re more likely to like the brand and consider buying it.

The flip side: Weak on awareness and long-term equity

Kantar also presented a comparative analysis of influencer and celebrity ads across two key effectiveness metrics: Short-Term Sales Likelihood (STSL) and Brand Power.

Influencer marketing falls short in building brand awareness and long-term equity. According to the data, 73% of influencer ads fall in the mid-performance zone (31–70 percentile) for STSL, well above the expected 40%, indicating strong short-term sales potential. The average STSL score for influencers is 57, slightly higher than celebrities at 53. However, when it comes to Brand Power, which reflects long-term impact, influencers lag behind. Half of all influencer ads (50%) sit in the lowest tier (0–30 percentile), and only 7% make it to the top-performing bracket, compared to an average Power score of 54 for celebrities versus just 38 for influencers. This suggests that while influencers are effective at driving immediate attention, they are significantly weaker at helping brands build lasting recall or equity.