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Summary
In recent years, India has witnessed a significant surge in influencer marketing, sparking a transformation in advertising strategies and consumer engagement dynamics. It is an opportune time for influencers in India, as 86% of them anticipate a significant increase in their income over the next two years. In addition, the emergence of short video platforms, particularly popular among users from non-metro areas, has introduced a fresh dimension to content consumption. Brands are also increasingly acknowledging the potential of the creator economy and are ramping up their investments in influencer marketing, with sectors such as FMCG, automobiles and consumer durables.