Influencer Marketing Report 2020 for India

Author: Abhijith Menon
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Updated Date : April 18, 2022

Table of Contents

Influencer.in launches Influencer Marketing Report India 2020

Key Insights

Most of the responses came from influencers in Delhi and Mumbai. This could mean the scope for social media influencer marketing in these cities is better. Also, the number of influencers from metro cities like Bangalore and Kolkata is rising too.
The current influencer marketing statistics show that almost 50% of the respondents fall within the age bracket of 18-24, followed by 24-30. The youth of today can inspire, influence, and change – we see how that’s true. Most influencers are the youth of the country and honestly, it’s empowering!
Almost 50% of the influencers who have taken the survey are female which shows that we have more active female influencers compared to male influencers. There’s a healthy distribution and we quite like this trend!
The influencer market is currently dominated by lifestyle and fashion influencers, followed by beauty and travel influencers. Other categories like food, entertainment, parenting, health and fitness influencers are also on the rise in the influencer market.
Given the popularity and reach, most influencers seem to be leaning towards Instagram to showcase their content. Of course, that’s not to say other platforms aren’t being explored. Current data suggests that Instagram has emerged a clear winner. TikTok was also amongst the top social media influencer marketing platforms alongside YouTube, but with the TikTok ban, their alternatives will likely scale up.
Influencer.in did a top-up survey post the ban of Tik Tok in India. The survey was about TikTokers moving to Instagram, Youtube, and Roposo.
Almost 60% of the influencers in our country who have taken the survey get a chance to work with less than 3 brands per month. This shows that most of them are still in the initial stage of their influencer journey.
Undervaluing their work and delayed payments are the top challenges faced by the influencers.
Brands should have a concrete influencer marketing strategy, be more considerate and have clear communication with the influencers from the beginning to ensure a successful influencer campaign for both parties.
Picsart, Canva, Inshot, Filmora, Lightroom, Snapspeed are some of the most preferred tools used by influencers to create content.
With an average of 7.5, influencers are likely to use the products they promote.
The majority of influencers believe that influencing can be a full-time career option and that they can confidently make a profession or living out of it.

Our report featured on:

https://brandequity.economictimes.indiatimes.com/news/digital/tiktokers-move-to-instagram-post-ban-study/76936261
https://www.campaignindia.in/article/majority-of-indian-influencers-come-from-mumbai-and-delhi-report/462322
https://www.exchange4media.com/digital-news/tiktokers-moving-to-instagram-youtube-roposo-influencerin-report-106106.html
https://www.adgully.com/influencer-in-launches-influencer-marketing-report-india-2020-94722.html
https://digitalterminal.in/news/instagram-is-the-most-popular-channel-among-influencer-community-influencerin/19656.html
https://www.businesstoday.in/latest/trends/tiktok-loss-instagram-gain-55-percent-influencers-favour-facebook-owned-platform-after-chinese-apps-ban/story/409893.html

Tik Tok Influencers moving to Instagram, YouTube, and Roposo

Influencer.in did a top-up survey post the ban of Tik Tok in India. Tik tok influencers in India were asked which platform they will move to in absence of Tik Tok and 55% of influencers responded that they will now be active on Instagram followed by 20% on Youtube. Roposo seems to be favourite amongst the upcoming apps and 18% influencers have created a profile there already followed by 5% on Sharechat and 1% on Chingari.

Here are the key findings from the survey:

Millennials from Metros dominate the influencer market

The social media influencer marketing survey found that most of the digital creators hail from top metro cities – the largest percentage coming from Delhi and Mumbai, with 24.9% and 21.2% respectively, while Bangalore and Kolkata contribute to 7.9% and 6.3% respectively. These influencer marketing statistics reflect a huge potential in these cities for brands who are looking to leverage influencer marketing.

In terms of age, the social media influencer marketing report uncovered that most respondents fall in the 18-30 age bracket, with 50% of respondents being between 18-24 years old. It would be safe to say then that the youth of today is not just influencing but inspiring and even changing minds.

We also see a healthy distribution in gender with almost 50% of the influencers who took the survey being females.

Almost 60% of the influencers in our country who have taken the survey get a chance to work with less than 3 brands in a month. This shows that most of them are still in the initial stage of their influencer journey.

Fashion, lifestyle, and travel continue to rule the roost

The influencer market is currently dominated by lifestyle and fashion influencers, followed by beauty and fitness influencers. Categories like cooking, mental health, and gaming have also seen significant growth in the influencer market during the pandemic and the ensuing lockdown.

However, the lockdown has also caused a few challenges to influencers. The study says that there has been a decline in influencer marketing during COVID-19 as the number of collaborations has reduced in the last few months, especially for travel and fashion influencers. Delayed payments and undervaluation of work continue to be a pressing concern during this period.

The social media influencer marketing study further reports that consumer goods brands leverage influencer marketing the most extensively, with the category contributing to a whopping 70% of all industry categories.

In terms of sectors, e-commerce dominates with 50%, followed by mobile apps with around 42% and retail at about 38%. Healthcare, edu-tech, BFSI, and B2B companies follow closely as well.

Tik Tok Influencers moving to Instagram, YouTube, and Roposo

The banning of Chinese app TikTok in India left a huge void in the digital advertising space for both brands and influencers. The micro-video sharing platform had 178 million monthly active users in India with an average time of 36 minutes per day spent on the app.

Influencer.in’s top-up survey done post the ban of TikTok reveals that more and more content creators are now working to create or ramp up their presence on Instagram. Tiktokers were asked which platform they will move to in absence of TikTok. Influencer marketing statistics show that 55% of respondents will now be active on Instagram followed by 20% on YouTube.

“But this shift will increase the cost of building brands on social media as well as make creating content expensive,” points out Vikas Chawla, Co-Founder, Social Beat. He explains the cost of doing influencer campaigns on Instagram is higher than TikTok so brands will have to shell out more to promote their content. Also, content on Instagram pays more attention to the quality of audio and lights whereas TikTok was more about capturing the moment live.

Homegrown apps like Roposo and Trell have also joined the race and are offering content creators free organic reach and the promise of promotion of their content. These platforms claim to have grown manifolds in the last few months. Roposo claims to have grown in India from 4 million before the TikTok ban to 64 million users now. Trell too claims to have crossed 45-million downloads with 22 million monthly active users and six million daily active users. From these upcoming platforms, 18% influencers who did the social media influencer marketing survey said they have created a profile on Roposo, followed by 5% on Sharechat.

Picsart, Canva, Inshot, Filmora, Lightroom, Snapspeed are some of the most preferred tools used by influencers to create content

When asked if they want to make a full-time career out in influencer marketing, 68.8% of influencers surveyed responded with a yes.

Conclusion

So, if you are a creator who wants to thrive in the post-pandemic world, you might want to broaden the type of content you generate. The two niches that are rising and will continue to do so in the influencer market are wellness and home life, cooking, nutrition, physical health and fitness, mental health, cleaning, DIY, etc. Always remember to not create content just for the sake of it. Every post or story of yours must inspire, entertain, or educate, adding something meaningful to the conversation.