The Rise of Social Media Influencer Marketing in India: 10 Influencer Marketing Statistics You Need to Know in 2023

What is Social Media Influencer Marketing


Trends, virality, and word-of-mouth, everything aligns perfectly with the umbrella theme of Social media influencer marketing. Therefore it became a leading marketing strategy that gave rise to worldwide socially credible individuals termed social media influencers. The big scoop here is the top 10 influencer marketing statistics for you to dive deep into and start your social media influencer strategy.


What is Social Media Influencer Marketing?

Social media influencer marketing is a form of marketing where brands collaborate with individuals who have a significant following on social media platforms or so known as social media influencers to promote their products or services. They have the ability to impact purchasing decisions of their followers based on their credibility, expertise, and reputation.


Social media influencer marketing involves brands identifying and reaching out to influencers who align with their brand values and target audience. The influencers are then compensated, either through payment or free products/services, to create content that promotes the brand or its products to their followers on social media platforms like Instagram, YouTube, TikTok, Twitter, LinkedIn, and Facebook.


The goal of social media influencer marketing is to increase brand awareness, reach a wider audience, and ultimately drive sales. It has become a popular marketing strategy because it allows brands to tap into the large and engaged social media followings of influencers, who are seen as more authentic and trustworthy than traditional advertising methods. Over 80% of marketers consider influencer marketing to be an effective marketing method.


Which Social Media Platform is Best for Influencer Marketing?

The best social media platform for influencer marketing depends on the brand’s target audience and marketing objectives. Some popular social media platforms that are commonly used for influencer marketing are Instagram, Youtube, Tik Tok, Facebook, and Twitter.


Instagram is the most popular platform for influencer marketing, particularly for brands targeting younger audiences. It is a highly visual platform that is ideal for showcasing products and lifestyle content. A study says that around 36.9% of brands use Instagram as their primary social media platform for influencer marketing. YouTube is another popular platform for influencer marketing, particularly for brands looking to create longer-form video content. YouTube influencers can create numerous types of content such as product reviews, tutorials, and other types of branded content. Around 20.6% of brands use YouTube as their primary social media channel. Facebook is a more established platform that has a large user base and a range of different advertising options. It is ideal for brands looking to target a wider range of demographics. Around 18.7% of brands use YouTube as their primary social media channel. Twitter is a good platform for influencer marketing if the brand’s target audience is active on the platform. It is ideal for brands looking to share news and updates in real time and engage in conversations with their followers. Ultimately, the best platform for influencer marketing will depend on the brand’s target audience, marketing objectives, and the type of content they want to create.


How to Become a Social Media Influencer?

Becoming a social media influencer requires dedication, hard work, and a clear understanding of your niche and audience. A few pointers to becoming a social media influencer are choosing your niche which is Identifying your area of interest and expertise and focusing on creating content that is relevant to your niche. It could be anything from fashion, fitness, beauty, travel, or technology. 


Create high-quality content that is, invest in creating high-quality content that resonates with your audience. The content format can be videos, photos, or blogs. Build your social media presence that is, choose the social media platforms where your target audience is most active and build a strong presence on these platforms. This could include regularly posting content, engaging with your followers, and using relevant hashtags. Collaborating with other influencers in your niche can help you grow your following and increase your reach. Engage with your audience, which means, responding to comments and messages from your followers, and building a community around your brand. Being authentic and transparent means authenticity is key to building a loyal following. Be transparent about any sponsored content, and only promote products and brands that align with your values and niche. 


Be patient and consistent, that is building a following and becoming an influencer takes time and consistent effort. Don’t get discouraged if your growth is slow, and keep creating high-quality content that resonates with your audience.


There are also different types of influencers with regard to their audience size. They are nano (<10k), macro (10k-100k), micro (100k-1M), and mega or celebrity influencers (>1M).


Influencer Marketing Industry Growth Statistics in India 

For the year 2022, the influencer marketing industry was valued at over 12 billion Indian rupees. Over the next five years, the growth projections showed a compound annual growth rate of 25 percent. By 2025, the influencer marketing industry in India is reported to reach Rs. 2,200 from Rs. 900 in 2021. And by 2026, this industry is said to be valued at 28 billion  Indian rupees.


10 Influencer Marketing Statistics You Need to Know in 2023

There are many exciting Influencer marketing statistics for brands, influencers, and marketers that give food for thought. These statistics are to be considered for essential factors such as engagement, effectiveness, and best suited channel for your brand or influence.


. The Most Preferred Social Media Platform is Instagram

Instagram has always been the preferred channel for any brands globally with 1.3. Billion monthly active users. Even though it is less compared to Facebook which is the most popular channel, marketing campaigns are said to be more effective and prominently launched on this platform than the rest. Sponsored posts, collaboration posts, and reels are all the reasons which make Instagram an ideal platform for both brands and social media influencers.


. Marketer’s Statistics on Leveraging Influencer Marketing 

With the offering of 2nd highest ROI of any trend over 1 out of 4 marketing professionals leverage social media influencer marketing. Social Media Influencer marketing also comes in second for the trend marketers plan to invest in more than any other in 2023 and 89% of marketers using it will increase or maintain their investment next year. Social media influencer marketing is also said to continue growing its ROI.


. Expect an Increase in the Budgets for Influencer Marketing 2023

More marketers are seeing working with influencers as a valuable source of engagement and impressions, many brands are expected to engage in social media influencer marketing. They may also increase the budget allotted for influencer marketing campaigns as the ROI promised is comparatively higher than all the preceding years. Hence the future of social media influencer marketing is foreseen as bright with limitless opportunities and more remarkable content to come.


. Growth of Social Media Influencer Marketing among Marketers is Peaking

Social Media Influencer Marketing has been used by 93% of marketers. Becoming a major marketing and branding strategy, social media influencer marketing has shown its worth with high value campaigns, quick execution, and effective advertising strategy by being in the overall marketing strategy. This shows that social media influencer marketing has helped brands and marketers leverage multiple audiences, both potential customers and existing clients. In 2023, a study on marketers portrays 89% of them will either maintain or increase their engagement with influencer marketing.


. Impressions Made by Micro-Influencers are Going to be Massive in the Coming Years

While micro influencers have lesser following audiences they are said to play a vital part in many social media influencer marketing strategies. This is because of many factors such as a more engaging audience, more relatable content, and more authentic opinions and reviews. Today’s audiences value these influencers and their content therefore micro influencers are said to play a big role in all these dynamics.


. Influencer Video Posts Rank among the Most Successful Forms of Content.

While talking about posts, influencer created video posts such as reels drive more engagement compared to images since they trigger more ad clicks and conversions because they encourage users to stop and pay attention to the content in motion, compared to static images, which can be passively viewed or quickly digested. Talking about CTR (Click-through rates), this is also higher for videos specifically vertical or mobile video formats. Moreover, if the reel content curated by social media influencers has seen more views, impressions, and shares than any other forms of posts. Hence all the buzz and banter about how Instagram has changed its face from a photo sharing platform to a video creating and sharing platform.


. The Gen Z and Millennials Actively Follow Influencers On Social Media Platforms.

In today’s day and age, everyone follows social media influencers of various genres and niches as preferred. A study shows that 72% of these audiences are Gen Z and Millennials as they are more likely to be the customers for the respective brands. They engage in aspirational content, new trends, voyeurism, and fun content that can be easily consumed. 


. Technological advancements Will be Significant in Shaping the Future of Influencer Marketing.

Traditional methods of influencer marketing will likely be affected by the advent of artificial intelligence (AI) with the upcoming technological innovations. Brands are adopting AI and machine learning, and they need to integrate this into how they approach social media influencer marketing. Leveraging tech to identify new trends, creators, and brands which in turn strengthen collaborations is seen as a high and promising growth segment for marketers worldwide. Kofluence, an AI-driven Ad-tech influencer marketing platform, helps brands and influencers execute campaigns successfully. 


. Influencer-Generated Content Outperforms Branded Posts When it Comes to Performance.

61% of consumers trust influencer recommendations, compared to 38% who trust brand-produced content. 60% of marketers shared that influencer-generated content performs better and drives more engagement compared to branded posts. Talking about celebrity endorsements for product recommendations, the drop is significant at 38%. Hence social media influencer marketing is on the rise with influencer generated content. Branded content also gives a very unusual and artificial impression to the audience unless creators take the upper hand to curate content according to their audience’s preference. 


. The Future of Influencer Marketing Campaigns Will Change Due to the Impact of Personalization.

Personalization is important in implementing successful influencer campaigns. With a more human level or through a down-to-earth approach, social media influencers should be able to interact with their audiences, for example, by posting relatable stories, answering questions, and keeping them informed about various topics genuinely. Being ‘relatable’ is one of the key factors while curating content for influencers. It’s important for marketers to work with influencers who are aligned with their brands’ values and personalities to ensure success and drive conversions eventually.


Closing Thoughts…

In conclusion, social media influencer marketing is poised to become an increasingly vital strategy for marketers in the coming years. By harnessing the power of social media influencers, companies can significantly enhance their chances of success. Establishing strong, long-term partnerships with influencers can yield substantial benefits, allowing brands to tap into their vast networks and engage with a wider audience. As the social media influencer marketing industry continues to evolve, it is crucial for marketers to stay informed about the latest trends, statistics, and data. This knowledge will enable them to stay ahead of the curve and maximize the impact of their influencer campaigns. 


One platform that can greatly assist in this endeavor is Kofluence, the world’s largest AI-driven influence platform. Kofluence boasts an extensive network of over 500,000 influencers, with a collective reach of over 4 billion people. With a track record of over 2,000 successful influencer marketing campaigns, Kofluence employs a cost-per-KPI approach, encompassing both above-the-line KPIs like views and reach, as well as below-the-line KPIs such as downloads and registrations. This standardized measurement framework ensures accurate performance tracking.


Additionally, Kofluence’s influencer marketing platform offers a comprehensive dashboard powered by Artificial Intelligence (AI) and Machine Learning (ML). This innovative feature provides brands with real-time insights and analytics, including performance predictions. By leveraging these AI-driven tools, brands can gain valuable feedback, refine their target audiences, and understand what resonates with their audience. Furthermore, by assessing the revenue generated from influencer marketing campaigns, brands can effectively evaluate their return on investment (ROI) and make data-driven marketing decisions.


If you found this blog to be helpful browse through our website for other blogs on similar topics or get in touch with us for your next influencer marketing campaign! Download the Kofluence app and find relevant campaigns catering to your target audience! To opt-in, download the Kofluence app here: iOS usersand Android users.


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