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Tag: Influencer marketing report

  • Zefmo releases its sixth India influencer marketing report 2023-24

    Zefmo releases its sixth India influencer marketing report 2023-24

    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.

  • India’s influencer marketing industry to touch Rs 2,200 crore by 2025

    India’s influencer marketing industry to touch Rs 2,200 crore by 2025

    Mumbai: Social Beat’s influencer marketing platform, influencer.in, has released the Influencer Marketing Report 2022 to provide insights on how influencer marketing has become one of the most important channels that big brands are leveraging as part of their digital marketing.

    The report is based on over 500+ survey responses by Indian content creators and over 60 marketers in Q1’ 22.

    The survey finds that Snapchat and Moj are becoming popular with content creators, with 17.79 per cent of creators on Snapchat and 8.53 per cent on Moj. Brands leveraging their product or service through influencers on these platforms can help them create brand awareness and engagement, educate users about their product or service, drive incremental revenue via conversions, or target a niche audience.

    According to the report, the influencer marketing industry’s value is estimated to grow at a compound annual growth rate (CAGR) of 25 per cent over the next 5 years to reach Rs 2,200 crore by 2025, up from Rs 900 crore in 2021. The projected meteoric rise of the industry can be attributed to the steep growth in the number of creators and the increasing partnerships between brands and creators to deliver compelling, relatable story-telling content to the target audience.

    It finds out that 61.2 per cent of all brands recognise the power of influencer marketing to tap into a newer audience pool to boost brand awareness. While smaller businesses understand the value of influencer marketing but have not yet committed significant resources to it, larger businesses have acknowledged it as an essential component of their digital marketing plans.

    50 per cent of marketers said they spend up to 10 per cent of their digital marketing budget on influencers each year. While 10 per cent of the respondents dedicate over 40 per cent of their annual digital marketing budget to influencer marketing.

    Another interesting insight is how brands and creators are looking at collaborations. While 58 per cent of brands prefer to work with an influencer for an average duration of one month doing short-term promotions, 91 per cent of influencers are looking for a long-term relationship. Some brands, such as SnapDeal, TataCliq, BharatMatrimony, Jupiter, Dhani, and Gamezy, have understood the value of long-term collaborations and entered into long-term contracts with influencers.

    Speaking about the launch of this report, Social Beat co-founder Suneil Chawla said, “We were ahead of the curve in launching influencer.in and these trends confirm our belief that this industry is integral to digital marketing. We predicted that as devices and Internet access increased, content across multiple platforms, video content, and storytelling in regional languages would gain traction.We were confident that influencers across the spectrum, irrespective of their size, would be in demand from brands based on their style, specialty, and content. While video content is the preferred form of content due to its story-telling potential, the emergence of new social media tools is something to watch out for.”

    Adding to that, influencer.in head Arushi Gupta said, “Instagram, YouTube, and Facebook continue to be the preferred platforms for most creators. Short-form videos account for the largest pie of content at 33.8 per cent; carousel posts/videos account for 25.8 per cent of content; statics account for 24 per cent; and long-form videos account for only 15.7 per cent of content. It will be interesting to see how influencers adapt their content to the emerging short video platforms. As the market evolves, we will continue to make influencer.in the most technologically advanced platform for ease of use, verified creator profiles, analytics, and reporting for both brands and creators.”