Influencer content has emerged as one of the most effective and equitable digital media channels in India today, alongside ecommerce platforms and online display advertising
Bengaluru: A staggering 67% of Indian consumers trust influencer recommendations more than traditional advertisements, according to a report by global marketing data and analytics company Kantar.
The report reveals that while more than two-thirds of Indians exhibit strong trust in influencer content, an additional 26% also prefer influencer recommendations, though they remain cautious and avoid trusting them blindly. This underscores the evolving nature of consumer behavior, where relatability and credibility are gaining precedence over mass messaging and conventional brand communication.
Influencer content has emerged as one of the most effective and equitable digital media channels in India today, alongside ecommerce platforms and online display advertising. The study highlights an improvement in ad equity for all three channels, with ecommerce seeing a 7-point rise, online display ads improving by 6 points, and influencer content gaining 5 points in ad equity since 2023.
The report further indicates tnfluencer content drives brand favourability at 15% compared to 12% for digital ads. Similarly, it improves perceptions of brand attributes by 11% versus 9%, and purchase intent by 10% compared to 9% for standard digital formats.
The immediacy of impact is also noteworthy—57% of influencer-led ads are likely to trigger short-term sales, reinforcing their effectiveness in driving immediate results, though they may be relatively less effective in building long-term brand equity.
“Understanding the differences and similarities between impactful digital advertisements and influencer content has been a fascinating experience. Influencer content works in a surprisingly direct manner, making the brand personally relevant to consumers without the overengineered marketing speak,” said Prasanna Kumar, Regional Creative Lead at Kantar’s Insights Division.
