印度网红营销报告2025

INFLUENCINGWITH India InfluencerMarketing Report 2025 CONTENTS FOREWORD03 BEYONDTHE BUZZDecoding the Influencer Economy05 THE INFLUENCEREFFECTWhat Influencers bring to brand andsuccess parameter11 Platform, Content and CreatorsTHE DIGITALSTAGE19 PLAYBOOK FOR BRANDSINFLUENCER MIX WITH SUCCESS STORIES2132 Trends Observed with Brands & CreatorsTHE ARTOF ALLIANCE36 41UNLOCKING INFLUENCERMARKETING IMPACT A Practical Guide to Smarter Measurement INFLUENCEWITH INTEGRITY5106 CONCLUSION56 FOREWORD We live in a world that’s in a state of flux, thelives we lead professionally and personallykeeps throwing opportunities and challenges.We also lead a highly connected life, one thatgives us access to people and resourcesacross the world and influences the decisionswe make! Ashwin PadmanabhanChief Operating Officer, WPP Media South Asia As we seek guidance, advice, direction andopportunity there is an increasing impact ofthe personalities we follow on social media,consume content or interact with to make ourday-to-day decisions. This fundamental shiftin the way we take decisions is gettingrecognised by brands and that is reflected inthe increasing investments they are making towork with influencers to leverage this trust andconnection. I am sure the 'Goat India Influencer MarketingReport 2025' will not just size the industry butwill answer fundamental questions of amarketer: why, how, when and what doesinfluencer marketing do for my brand and mybusiness? I would like to thank the teams at WPP Media,Goat and Kantar for putting together thisextremely rich and detailed state of theinfluencer marketing industry in India. At WPP Media we constantly seek answers tonavigate this ever-changing landscape, andthis regard, the annual state of the influencermarketing industry is captured by the 'GoatIndia Influencer Marketing Report 2025'. TheGoat agency is WPP Media’s solution thatworks with brands and creators to connectwith consumers in a meaningful manner. This year Goat in collaboration with Kantar hassat down with marketers to understand howthey are looking to invest in working withinfluencers, what are their concerns andchallenges? In addition, we initiated the largestever and most comprehensive survey of about60,000 people across urban and rural India tounderstand consumers and their relationshipwith experts and influencers. FOREWORD In today’s hyper-digital world, brands operatein an environment that is both rich withopportunity and fraught with complexity. Whiledigital platforms enable precise audiencetargeting and real-time engagement, theyalso contribute to a highly cluttered medialandscape. Such an environment has made itincreasingly difficult for marketers to ensuremessage clarity, maintain brand safety, andbuild lasting consumer trust. Puneet Avasthi Director, Specialist Businesses,Kantar within niche communities. Trust, rather thancelebrity status, is the true driver ofinfluence-particularly among Gen Z, women,and metro audiences. Affluent urban malesaged 35–44 also emerge as a highlypersuadable segment for targetedcampaigns. Against this backdrop, influencer marketinghas emerged as a powerful and strategic leverfor brands-both established and emerging-toconnect meaningfully with their audiences.Over the past five years, it has evolved from aniche tactic to a mainstream marketing pillar,enabling brands to foster dialogue, gatherorganic feedback, and build credibility in an‘always-on’ digital ecosystem.To betterunderstand the scale, impact, andexpectations surrounding influencermarketing, we conducted structured interviewswith 105 CMOs and senior marketing leadersacross sectors, such as FMCG, BFSI, retail, andmanufacturing. These insights were furtherenriched by data from Kantar’s Target GroupIndex, which surveyed 60,000 consumersacross urban and rural India.The findings arecompelling: 95% of marketers considerinfluencer marketing critical to their brandstrategy. It plays a pivotal role across thepurchase funnel-especially in the upper andmiddle stages-by driving product discovery,shaping consumer preferences, andamplifying brand narratives. Platform preferences are evolving too.Instagram and YouTube remain dominant, butshort-form video content-such as InstagramReels and YouTube Shorts-is provingespecially effective in capturing attention anddriving engagement. Influencer categories likefashion, Sports, and Food continue to attractstrong interest, particularly among affluentand metropolitan users. This report, developed in collaboration withWPP Media’s GOAT, offers a comprehensiveview of how marketers are leveraginginfluencer marketing—not just for tacticalpromotions but as a long-term brand-buildingstrategy. It also highlights sector-specificnuances, ROI expectations, and the evolvingrole of influencers across the consumerjourney.We hope this compendium serves as astrategic guide for marketers navigating thedynamic and ever-evolving influencermarketing landscape. Dive in to exploreinsights