IPLIX Media posts 27% growth in 2025 as brands shift to always-on influencer partnerships

New Delhi: Influencer marketing and talent management agency IPLIX Media said it closed 2025 with 27% year-on-year growth, as brands increased spends and moved from one-off activations to longer-duration creator programmes.

The agency said 2025 was one of its key expansion phases, with a wider footprint across categories, regions and capabilities. It worked with brands such as JBL, CEEW (Council on Energy, Environment and Water), Godrej Properties (North), Nothing, Samsung and Greensoul, strengthening its presence across technology, FMCG, wellness and lifestyle.

IPLIX Media also said it ran long-term influencer programmes and retainers for brands including Himalaya, Samsung, OZiva, WishCare, Plum, OPPO, Green Soul, Aisle, Wellbeing Nutrition, NeuroGums and Honasa, with a focus on sustained engagement and performance-led outcomes.

“Retention came from strong operational rigour. We focused on seamless execution, faster turnarounds, and clear performance metrics, which helped brands confidently scale their influencer programs with us,” said Priyanka Padode Sheth, Head of Business & Operations at IPLIX Media.

The agency said influencer marketing budgets saw an upward trend in 2025, with brands allocating higher spends and committing to longer campaigns compared to 2024. It added that it recorded growth in campaign volumes, deal sizes and always-on influencer partnerships, reflecting the market’s shift toward integrated creator strategies.

IPLIX Media said the influencer marketing landscape matured further in 2025, with short-form video driving most campaign outcomes. According to the agency, Instagram Reels and YouTube Shorts emerged as preferred formats for reach, engagement and conversions. Long-format YouTube videos were less preferred for most objectives, it added, while audiences showed higher trust in creators who consistently engaged their communities rather than relying on direct brand promotion.

The company also pointed to brands moving beyond vanity metrics, with an increasing focus on engagement, community trust and authenticity, quality content, and conversion-led performance tracking.

It said demand rose for regional creators, niche communities and long-term creator-brand relationships, as brands looked to build cultural relevance and sustained trust beyond metro-led audiences.

Looking ahead to 2026, IPLIX Media said it expects growth in creator-led and creator-powered brands, especially in technology, wellness, beauty, nutrition and lifestyle. The agency said AI, data intelligence and advanced performance tracking will play a bigger role in creator selection, content strategy and ROI measurement.

“In 2026, influencer marketing will move beyond simple promotion to real participation. Brands that treat creators as long-term partners, rather than one-off collaborators, will build deeper trust, strengthen authentic engagement, and create lasting connections with their audiences. Brands will focus on building larger, more engaged communities through long-term associations with communities. Success will belong to those who value collaboration, consistency”, said Jag Chima, Co-Founder at IPLIX Media.”

IPLIX Media also advised brands to reduce hard-sell promotions and focus on authentic narratives that integrate creators naturally into brand storytelling, arguing that meaningful engagement will drive lasting trust over quick wins.