67% Indians trust influencer recommendations over traditional advertisements, according to The Influencer Playbook unveiled by Kantar. A further 26% also prefer influencer recommendations but remain cautious and do not trust them blindly, states the report.

Key findings: 

• Influencer content, along with ecommerce and online display ads currently represent the most equitable online media channels in India:

• Influencer content outperforms digital ads in driving lower and mid-funnel metrics, with higher brand favourability (15% vs 12%), brand attributes (11% vs 9%), and purchase intent (10% vs 9%).

• Influencer ads outperform other digital ad formats in driving short-term sales with a 57% chance of driving immediate impact but are less effective in building long-term brand equity.

As influencer marketing grows in investment, impact, and ROI expectations, the marketing data and analytics company launched the report with an aim to help brands navigate this evolving influencer landscape and maximize the impact of their influencer campaigns. The report also aims to help brands evaluate and benchmark influencer campaigns against cross-format digital ads and influencer peer groups. The study further explores key strategies for maximising campaign effectiveness for brands, based on consumers preference and successful execution elements.

Over 30 influencer campaigns and more than 700 digital ads were evaluated in India between 2022 and 2023, for the study.

Soumya Mohanty, managing director and chief client officer- South Asia, Insights Division, Kantar, said, “In today's dynamic digital landscape, influencer marketing stands out as a powerful force as more than two-third of Indians trust influencer recommendations over traditional advertisements. Hence, understanding the elements that drive its success is paramount. The Influencer Playbook provides a framework to evaluate and benchmark influencer content, providing brands with the tools to craft high-impact content that drives both immediate action and long-term brand affinity.”

Prasanna Kumar, regional creative lead, insights division, Kantar added, “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.”