Talkwalker has launched a report on the state of influencer marketing in India. The report describes the importance of influencer marketing, market opportunities, growth prospects, strategic insights and challenges present.
The information and results presented in this report are based on a survey conducted by Talkwalker and Social Samosa, between July and September 2019 by 800 respondents from all over India.
Below are key findings of the report:
- 72% of respondents will increase their budget for influencer marketing in 2020
- 75% respondents look at Influencer marketing as an important or top strategic priority
- 53% respondents find quality and creativity of the content the main criteria for selecting influencers
- 69% of respondents having one or more people dedicated to influencer marketing in-house
- 34% respondents have in-house team spend more than 2 hours daily on influencer marketing strategies
- 32% of respondents spend between INR 1,00,000 and INR 10,00,000 on influencer marketing every year and 24% spend over INR 10,00,000
- Additionally, 72% of respondents mentioned that their budget for influencer marketing is set to increase in 2020
- 80% of those having an influencer program, find that transparency helps getting a better impact, while 51% of respondents mentioned that it also reduces the impact of the association between the brand and the influencer. 68% of respondents mentioned that it doesn’t actually affect the overall performance of the campaign as long as the content created is good
- Most influencer marketing professionals are unable to measure their influencer marketing efforts easily so proving ROI is difficult
Speaking on the launch of the report, Pragati Basu – Marketing Manager for India, from Talkwalker said, “2019 has been a great year for marketing in general. With quirky campaigns around the Game of Thrones, IPL, Sacred Games and brand marketing battles like Amul vs. Britannia, brands have grown increasingly innovative and experiential. In India, Influencer Marketing is a trend that seems to have only grown over the last 5 years and is not showing any signs of slowing down. Our in-depth analysis, in partnership with Social Samosa has put forth some interesting insights and we hope we are all excited to see how this will roll over in 2020, in India as well as globally.”