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Influencer Marketing

Influencer Marketing: Millennials from Metros dominate the space.

The social media influencer marketing survey found that most of the digital creators hail from top metro cities – the largest percentage coming from Delhi and Mumbai, with 24.9% and 21.2% respectively, while Bangalore and Kolkata contribute to 7.9% and 6.3% respectively. These  influencer marketing statistics reflect a huge potential in these cities for brands who are looking to leverage influencer marketing. 

In terms of age, the social media influencer marketing report uncovered that most respondents fall in the 18-30 age bracket, with 50% of respondents being between 18-24 years old. It would be safe to say then that the youth of today is not just influencing but inspiring and even changing minds.

We also see a healthy distribution in gender with almost 50% of the influencers who took the survey being females. 

Almost 60% of the influencers in our country who have taken the survey get a chance to work with less than 3 brands in a month. This shows that most of them are still in the initial stage of their influencer journey. 

Categories
Influencer Marketing

Influencer Marketing : Fashion, lifestyle, and travel continue to rule the roost.

The influencer market is currently dominated by lifestyle and fashion influencers, followed by beauty and fitness influencers. Categories like cooking, mental health, and gaming have also seen significant growth in the influencer market during the pandemic and the ensuing lockdown. 

However, the lockdown has also caused a few challenges to influencers. The study says that there has been a decline in influencer marketing during COVID-19 as the number of collaborations has reduced in the last few months, especially for travel and fashion influencers. Delayed payments and undervaluation of work continue to be a pressing concern during this period. 

The social media influencer marketing study further reports that consumer goods brands leverage influencer marketing the most extensively, with the category contributing to a whopping 70% of all industry categories.

In terms of sectors, e-commerce dominates with 50%, followed by mobile apps with around 42% and retail at about 38%. Healthcare, edu-tech, BFSI, and B2B companies follow closely as well.