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The influencer marketing report 2021 by and Social Beat gives an insight into how influencer marketing has become an integral part of digital marketing and how it has grown to be one of the most important channels that big brands now leverage.

The report is based on survey responses from April-June 2021, that was conducted among 500+ content creators across all social media platforms in India.

While beauty, fashion and lifestyle continue to dominate the influencer world, travel influencers are finding it tricky to create fresh content with lockdown and travel bans. The report states that brands have started using influencer marketing more seriously with 54% of the influencers claiming that they have collaborated with up to five brands in a month.

82% of the influencers said that Instagram is the platform with the most engagement and the most successful format of content on it is reels. While Instagram was seen as the most active platform to engage audiences, Facebook was close on the heels followed by YouTube. Twitter has also seen a 28% increase in popularity among influencers.

Arushi Gupta

Arushi Gupta, Head -, said, “It’s no surprise that Instagram continues to be the preferred platform for most creators. What will be interesting to see is how influencers adapt their content to what is now a short video-first platform. Another fascinating learning from the report is the rapid growth of influencers from Tier 2 and Tier 3 cities. As the industry becomes more diverse, brands are now opting to collaborate more with influencers as opposed to celebrities.” 

The TikTok ban has paved the way for the rise of many new apps and the most popular upcoming app according to the survey is Clubhouse. On the other hand, along with Clubhouse, Trell and Roposo are showing promise as well. Trell and Roposo are the most popular Indian-based platforms among content creators, taking a big lead over other platforms like Moj and MX TakaTak.

Vikas Chawla

“With the TikTok ban and more creators emerging from non-metro cities, there are many new apps, such as Clubhouse and Roposo, that creators are using to put out their content. It is imperative that brands really understand their TG and if required, establish a presence on these fast-emerging apps as well,” Vikas Chawla, Co-Founder of and Social Beat said.