India's Influencer Marketing Industry Crosses 10,000 Crore Mark

The influencer marketing market in India is growing rapidly amidst the increasing pace of the digital world. Fast internet and widespread access to mobile phones have provided a platform for ordinary people to showcase their talent. As a result, they are not only becoming popular but also earning money. Today, companies are willing to pay influencers lakhs of rupees for a single reel or video post.

According to a report published in India TV, India’s influencer market has now crossed the 10,000 crore rupees mark. Previously, the market was estimated to be between 3,000 to 4,000 crore rupees. However, platforms like KlugKlug now estimate the market size at 10,000 crore rupees.

Micro and nano influencers are becoming more valuable to brands. Despite the fame of large influencers, the impact of smaller creators on customers is significant, making it easier for brands to reach their customers effectively. According to KlugKlug's report, 75% of the money spent by brands on influencer marketing is directly dealt with influencers, bypassing agencies. Only 25% of the money flows through agencies.

Many Direct-to-Consumer (D2C) brands are now spending more than 20 crore rupees annually on in-house creative teams, creating their own videos, reels, and content. This reduces reliance on ad agencies, clearly indicating a rapid shift in traditional advertising methods.