Mumbai: Zefmo Media has released the sixth edition of the India influencer marketing report 2023-24, providing insights into the evolving influencer marketing landscape in India. The report, based on data from over 200 brands and 2,500 influencers, highlights the increasing importance of influencers in business strategies, digital marketing, and consumer engagement.
Key findings include:
. 76 per cent of marketers view influencer marketing as essential for brand building, emphasizing its role in consumer trust and brand authenticity.
. 54 per cent have shifted ad spending from traditional media to influencer marketing, with 37 per cent of influencers now working with non-commercial government initiatives to promote public awareness.
. 88 per cent of marketers note the convergence of influencer marketing and e-commerce, with 64 per cent integrating influencer-driven content to boost sales.
. 45 per cent express confidence in measuring the impact of influencer marketing, aided by new AI tools that provide real-time analytics and targeting.
. A rise in B2B influencer marketing is noted, with 55 per cent of B2B companies using influencers on LinkedIn for business engagement and thought leadership.
. 62 per cent of respondents show increasing acceptance of CGI and digital avatars in influencer marketing, indicating a growing openness to technological advancements.
. 78 per cent of marketers recognize influencers as key players in political awareness campaigns, underscoring their role in shaping public discourse and civic participation.
“Influencer marketing in India has matured into a critical element of digital strategy,” said Zefmo Media co-founder and CEO Shudeep Majumdar. “With 88 per cent of marketers now acknowledging its influence in merging social media with entertainment, and 64 per cent reporting increased ROI through e-commerce, this report highlights the tangible results brands are seeing through influencer partnerships.”
The report highlights technological advancements in the sector, with AI and machine learning increasingly integrated into campaign targeting and optimization. The Advertising Standards Council of India (ASCI) has strengthened regulatory frameworks, and 93 per cent of influencers comply with updated guidelines, ensuring transparency in brand-influencer collaborations. Additionally, 37 per cent of influencers report growing non-commercial government collaborations, reflecting their evolving role in public communication and advocacy.
Zefmo’s influencer marketing report 2023-24 emphasizes adapting to trends, particularly the shift toward local content, the rise of vernacular influencers, and the impact of short-form video content on platforms like Instagram Reels and YouTube Shorts.
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