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When the Covid-19 pandemic resulted a 20% decline across advertising in India, social media influencers enjoyed a 46% increase in their advertising-based revenue, as per a survey conducted by iCubesWire.

iCubesWire, the digital marketing agency, conducted a survey among 250 marketers and social media influencers in February 2022. 

As per its findings, as Covid-19 put a major challenge for offline marketing activities across India, brands turned to social media to amplify their messages. 

“Social media influencers in India have seen major growth in the past 2 years with many of them being now considered in mainstream marketing push by several brands. This growth is expected to continue, especially in sectors such as aviation, travel, hospitality, mobile, technology, and consumer durables etc,” Sahil Chopra, CEO, iCubesWire, said. 

The survey further indicates that micro-influencer are witnessing up to 60% increased engagement rate compared to macro-influencers. Although macro-influencers might cast a wide net, micro-influencers can focus on a single specialisation, and their audiences frequently regard them as experts in their fields.

The Influencer marketing insights for 2022 as per it are:

  • 90% consumers engage influencers on a weekly basis on Instagram, Youtube and Snapchat.
  • 7 in 10 marketers think the quality of influencer marketing traffic is better than other sources.
  • 80% of marketers find influencer marketing effective.
  • 89% of marketers say influencer marketing ROI is as good or better than other marketing channels.
  • Influencer marketing industry to reach $16.4 billion in 2022.