The last few years has seen a sharp growth in the number of Indian content creators and influencers. This phenomenon has been catalysed by the availability of a myriad of social media and video platforms that have created an effective and growing medium to connect brands with consumers. There are numerous anecdotal case studies on the workings and effectiveness of the influencer marketing ecosystem. However, a successful campaign should be one that delivers the right brand message within an appropriate context.
Kantar and INCA are delighted to bring to you our first consumer insights report to help users understand the influencer ecosystem in terms of the size of active followership and the role of influencers across the brand purchase funnel and variability across platforms.