India’s Influencer Marketing Boom Reveals the Impact of Creators on Brands

The influencer marketing industry in India is set to witness remarkable growth, with a projected 25% surge in 2024, reaching a staggering INR 2,344 crore. 

According to the latest report by EY and Collective Artists Network’s Big Bang Social, this upward trajectory is forecasted to continue, culminating in a value of INR 3,375 crore by 2026.

The proliferation of social media in India has propelled influencer marketing to the forefront of brand communication strategies. With over four million influencers and an estimated 100 million individuals engaging in product promotion on digital platforms, the reach of influencer marketing is extensive. 

Instagram and YouTube reign supreme as the preferred platforms for content consumption, highlighting the significant role these platforms play in shaping consumer preferences and purchasing decisions.

We break down the key findings and takeaways from the report, including the latest trends and forecasts shaping India's influencer marketing landscape, offering brands unprecedented opportunities for engagement and growth.