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GroupM’s influencer and content marketing solution unit INCA has announced the release of The India Influencer Marketing Report, which quantifies the current and predicts the future path of influencer marketing in India. It also looks at all aspects of the industry, including trends and the impact of regulation.

The influencer marketing industry is undergoing a transformation triggered by the pandemic as well as the rise of brands that want to connect with consumers directly.

The inherent nature of the industry makes it difficult to track and quantify but GroupM with its INCA platform has done it across campaigns executed by brand and influencer categories. INCA is the only data-driven; outcome (ROI)-based influencer solution in India.

The industry is valued at Rs 900 crore and will grow at a CAGR of 25% till 2025 to make it a Rs 2,200-crore industry.

According to the report, the top four categories —personal care 25%, F&B 20%, fashion and jewellery 15% and mobile and electronics 10%—contribute 70% volume to influencer marketing. 

On the influencer radar, celebrities contribute 27% while influencers contribute 73%. Nearly two-thirds of the Indian population follow an influencer. Brands can probably interpret that influencers and creative storytelling correlate with brand differentiation, a key advantage as attention spans get shorter.

One can download this report from here:

In India, out of 1.3 billion people, a third (more than 400 million) had access to social media before the pandemic. This number skyrocketed in the last 18 months and there is a significant shift in consumer behaviour, which has fuelled growth in the segment.

Prasanth Kumar

Prasanth Kumar, CEO, GroupM South Asia, said, “Over the last few years, brands have shown significant interest in influencer marketing. The pandemic has accelerated the adoption of influencer marketing by brands making it an integral part of the brand marketing strategy and is now an important part of our media mix recommendation to brands. The key factor that has got brands interested is the bond of trust and authenticity that influencers share with their audiences, thus helping brands associate with an influencer to leverage the same. This report is our effort to help marketers understand various aspects of influencer marketing in the country. Consumer behaviour is changing at a fast pace, and we want to empower marketers with the knowledge that can help them.”

Ashwin Padmanabhan

Ashwin Padmanabhan, President, Partnerships and Trading of GroupM India, said, “Influencer marketing industry is at a point of inflexion and can take off, subject to the industry initiating to measure, quantify and make investments in influencer marketing accountable. The ‘India Influencer Marketing Report’ is GroupM and INCA’s attempt to do the same. Not only have we tried to quantify the industry, but we have also attempted to define and standardise the various formats and industry terms. We hope this report will catalyse the industry and ensure the power of influencers is harnessed effectively.”