These days a new revolution is going on in the digital world of India and that is the Influencer Revolution. Smartphones and internet have given such a platform to the common people, where they are not only becoming popular but are also expanding the market worth crores of rupees. The situation is such that one reel, one video or one post is turning into a deal worth lakhs. According to a recent report, India’s influencer market has crossed the figure of Rs 10 thousand crores.
actual expenditure many times larger than estimated
According to influencer marketing SaaS platform KlugKlug, till now the size of this industry was being said to be Rs 3000 to 4000 crore, but the reality is much beyond this. The report claims that more than Rs 10,000 crore has been spent on influencer marketing in India. That means the market is three times bigger than the earlier estimate.
75% of spend directly between brand and creator
According to the report, only 25% of the money spent on influencer marketing passes through agencies or tracking systems. The remaining 75% of the money is spent on direct deals between brands and influencers, of which no record is made. For this reason, till now the real figures of this industry could not be revealed and the whole picture kept looking wrong.
Micro and nano influencers are becoming powerhouses
It’s often thought that only big influencers attract brands, but KlugKlug’s analysis shows that the real game-changers are micro and nano influencers. Because of these small but influential creators, brands are able to reach a larger number of consumers.
D2C brands are changing the game of the industry
More than 100 D2C brands are spending more than Rs 20 crore every year directly on their own company’s creator team. That means they no longer depend on external agencies. This means that companies themselves are doing promotion by making videos, reels and content. This clearly shows that the old way of marketing is changing and brands are now relying more on their own creators.
Barter and product seeding are becoming smart weapons
Many brands send their products to influencers for free or get them to promote them by giving the goods in the form of barter. Even though there is no direct transaction of money in this, the brand gets a lot of benefit from it because their product reaches more people and their name spreads faster. This is the reason why such collaboration has a big impact on the market.
New revolution in industry through AI and automation
According to Kalyan Kumar, CEO of KlugKlug, influencer marketing is not only growing but is also undergoing positive changes. Content, commerce, and consumer intent are fused together thanks to AI and precision targeting.
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