Summary:

According to Kantar, more than two-thirds of Indian consumers trust influencer recommendations over traditional advertisements, with over a quarter expressing cautious favorability. Influencer content, e-commerce, and online display ads are considered the most equitable digital media platforms in India. Influencer marketing outperforms traditional digital advertising in terms of brand favorability, brand attributes, and purchase intent. It is particularly effective for short-term sales, with a 57% chance of immediate impact, though creative quality remains crucial for long-term success.

Soumya Mohanty, Managing Director and Chief Client Officer – South Asia, Insights Division at Kantar, emphasizes the importance of understanding the key drivers behind influencer marketing success. The Influencer Playbook offers a structured methodology for evaluating and benchmarking content, enabling brands to execute high-impact campaigns. Prasanna Kumar, Regional Creative Lead at Kantar, adds that influencer content resonates instantly with audiences, making brands feel personally relevant without relying on over-engineered marketing language, fostering genuine connection and engagement.

Source: IBEF

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