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India's Influencer Marketing Industry to Reach Rs. 2,200 Crore by 2025 with Increasing Partnerships between Brands and Creators | ||
Chennai, Tamil Nadu, India TheInfluencer Marketing Report 2022 was released by Influencer.in, an influencer marketing platform and an initiative by Social Beat, 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 the April to June period of this year.
Suneil Chawla, Co-founder, Social Beat, said on the launch of the report, “We were ahead of the curve in launching Influencer.in, and these trends confirm our belief that this Industry is integral to digital marketing. For we foresaw that content across multiple platforms, video content and story-telling in regional languages will gain traction with growth in devices and Internet access. 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.”
A summary of the report’s key findings are
Speaking about the report, Arushi Gupta, Head - Influencer.in, 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%, carousel posts/videos account for 25.8% of content, statics account for 24% and long-form videos account for only 15.7% of content. It will be interesting to see how influencers adapt their content to 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.”
The report also throws up some interesting insights about how both brands and influencers approach collaborations. While brands choose influencers that resonate and amplify the brand’s essence, influencers too are increasingly discerning about the collaborations they do. For established content creators make consistent efforts to build an audience base who trusts them, so they are looking for quality, relevant and meaningful collaborations. Another interesting insight is how brands and creators are looking at collaborations. While 58% of brands prefer working with an influencer for an average duration of one month doing short term promotions, 91% of influencers are looking for a long-term relationship. Some brands such as SnapDeal, TataCliq, BharatMatrimony, Jupiter, Dhani, Gamezy, have understood the value of long term collaborations, and entered into long-term contracts with influencers.
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