2024-25年度研究报告：印度数字广告繁荣、创作者经济与网红营销趋势

CONTENTS 03RESEARCHMETHODOLOGY FOREWORD01 02SYNOPSIS 08 THE FUTURE OFINFLUENCE INDIA’SREGULATORYLANDSCAPE GENAI:CONTENT’S NEXTBIG LEAP Platform Play, GenAI,& the Rise of VirtualPersonas Applications ofGenAI in Contentand Marketing Data Security in theInfluence Chain 06BRANDSCAPE Recent InfluencerGuardrails – 2024Wrapped How AI Integratesinto InfluencerMarketingCampaigns CREATORSCAPE India’s CreatorEconomy byNumbersSocial Platforms andCreator MonetizationWhat’s New forIndian Creators in2025? 2024 in Marketing:The Trends thatShaped the Year Industry Voiceson AdvertisingRegulations The Great AI Debate:Creativity, Ethics, andthe Rise of SyntheticMedia Marketing to Gen Zin the ‘Shopcializing’Age Breaking Down thePlatform Pie in IndianIM Industry The Content-to-Commerce Funnel The Essential ContentChecklist for Marketers 12APPENDIX CONCLUSION11 10IN THE THINKTANK Marketing to Bharat:Beyond the TraditionalUrban-Rural Divide Expert Insightsand Musings fromTop Indian BrandMarketers #InsiderLens: Excerptsfrom KofluenceUnplugged FOREWORD We are at a tipping point in advertisinghistory in 2025, characterized by rapidmarket acceleration and unprecedentedtechnological changes. Generative AI aloneis projected to add $4.4 trillion to the worldeconomy per year. Meanwhile, widespreadinternet growth and mobile-first audiences aregiving social platforms the power to transitionfrom engagement destinations to end-to-endconversion engines. While advertising guidelines evolve and shift,the creator economy remains an influential forcein consumer purchase decisions. Worldwide, weare witnessing millions of creators from varioussocial media platforms such as Instagram,YouTube, TikTok, etc., progressing into the digitalfold. With evolving industry frameworks, thesupporting role of policymakers is growing intandem. The Indian government’s $1 billionfund, announced in March 2025 for digitalcreators, is an affirmative first step in openingup opportunities for creators to widen the reachof their influence beyond the nation’s borders. The challenge for brands seekingpersonalization is that they now need toconnect the dots between multiple onlineand offline touchpoints of an increasinglyfragmented customer journey. Google’sthird-party cookie phaseout, completed in 2024, hasalready done away with 20% of programmaticad effectiveness in some verticals, forcingbrands toward privacy-focused strategies likecontextual advertising and zero-party data.Web advertising is also gradually mirroring themobile app world, where Google and Apple’sconsent-driven prompts are shifting privacystandards. For both emerging and legacy brands alike,influencer marketing, which was once a nicheplay for digitally native brands, has become animportant brand-building tool. The explosionof the creator economy has accelerated thisadoption even further, offering a legitimatealternative to paid media as we know it. This report consolidates perspectives from over1,000 content creators, brand professionals,and industry veterans into actionable insightson an industry that’s often oversimplified. Sowhether you’re building your next influenceroutreach, polishing your content strategy, orsimply interested in where digital influenceis headed next, we hope you leave with a fewfresh takeaways and plenty of inspiration to takeforward. Meanwhile, mounting regulatory guardrails inadvertising are reigniting conversations aroundtransparency, ethical use of data, and brandaccountability. Around the world, new disclosurelaws are being rolled out by governments andregulators, along with fines as high as $250,000for deceptive endorsements. As a result, nowmore than ever, brands are having to navigatea growing web of regulations, not just globallyand nationally, but also on platforms, eachrequiring constant adjustments and near-constant refinement. Staying ahead of thecurve is no longer sufficient; marketers alsooperate knowing that audience trust is both aninvaluable currency and a consistent hurdle. CO-FOUNDERS Ibelieve there’s never been a better time to pursue content creation for those willing to invest in theircraft. Thanks to the strong governmental push for India’s growing creator economy, we are increasinglyseeing local talent reach beyond borders and share their unique stories on the world stage. Looking ahead, we are moving towards the phase of integrated influence in which content, communityand commerce will begin to dissolve together. With third-party cookies fading into the digital ether andregulatory frameworks tightening around data privacy, successful brands are pivoting toward contextualrelevance. Technology is quietly helping make this happen. At Kofluence, we’ve observed that brandsachieving breakthrough results are usually those embracing the full spectrum of technology in theirinfluence chain. As synthetic media abilities evolve every day, and authentication technologies also advance, we’ll seeunique possibilities for creative expres