Bangalore, India [July 8, 2025] : Kofluence, India's
India’s leading Ad-Tech influencer marketing platform, is proud to unveil the
latest edition of its flagship annual publication, Decoding Influence: The
2025 Influencer Marketing Report. Drawing insights from over 1,000
creators, marketers, and industry experts, the study offers an expansive
data-led study decoding the evolution of the country’s creator economy and the
growing maturity of influencer marketing within digital AdEx.
"India's influence economy has not only seen growth but also a
decentralization of influence. There is a dynamic shift with creators in Tier 2
and Tier 3 cities, often creating content in regional and vernacular languages,
who are building strongly engaged communities through hyperlocal narratives.”
observes Sreeram Reddy Vanga, CEO and Co-Founder of Kofluence.
"Amidst a trillion-dollar influencer advertising opportunity in India,
we’re seeing brands approach influencer partnerships with far more intention
and as a strategic marketing lever, driven by data, sustained by technology, and
measured against business outcomes."
Key Insights from the Report:
- Platform Dynamics
and Monetization Shifts: Instagram remains the most creator-focused
platform, with an estimated 1.8-2.3 million Indian creators. Short-form
video content has emerged as the preferred monetization vehicle, with
commercial rates for Instagram Reels demonstrating strong earning
potential, from ₹500-₹5,000 for creators with less than 10,000 followers
and starting at ₹2 lakhs and above for mega influencers and celebrities.
- Sectoral Influencer
Investments: India’s influencer marketing industry is now estimated at
₹3,000–₹3,500 Cr and growing. Sector-wise, E-commerce alone accounts for
23% of the sector’s annual spends, followed by FMCG at 19%. Notably, over
one in four brands surveyed said they increase influencer budgets during
product or service launches, further reinforcing content creators’ roles
in brand discovery and conversion.
- Regional &
Micro Influence: India's linguistic and cultural diversity has
catalyzed sophisticated regional marketing strategies, with 52% of
marketers identifying micro-influencers (10,000-100,000 followers) as
optimal for hyperlocal campaigns. Diwali continues to drive the highest
seasonal campaign activity, with a majority of brands initiating campaign
planning anywhere from two weeks to a month in advance.
- AI Integration
& Platform Play: The report finds that 61% of brands are now
leveraging tech platforms to streamline influencer operations, with 18%
fully integrated and 20% in the early transition stage of adopting
platform solutions. Additionally, 29% have adopted generative AI for
creative content generation, making it the top AI use case for marketing
and brand professionals.
"With India crossing 900 million internet users, the creator economy
is poised for continued expansion, fueled by government initiatives as well as
significant technological advancements. Looking ahead, I believe we are moving
towards the phase of integrated influence in which advertising mediums will
increasingly converge together." said Ritesh Ujjwal, Co-Founder of
Kofluence. Commenting on the release, Ritesh added, “Decoding Influence 2025 is
built on strong platform intelligence and first-party data, and will give
marketers strategic insights on a rapidly evolving industry that is being
transformed by AI, cookie deprecation and shifting creator-brand relationships.
We hope you will find this report useful as you plan your next steps.”
The full report is available for download at [website
link].
About Kofluence
Kofluence is India’s leading Ad-Tech influencer marketing agency, powered by a
full-stack AI platform that enables both brands and content creators to
capitalize on the value of their social influence. Backed by a team of
influencer marketing specialists and cutting-edge technology, Kofluence
delivers campaign KPIs at scale, driving results across the funnel, from
awareness to action. The platform has successfully powered campaigns for 600+
clients across 30 sectors, including top brands like Domino’s, HUL, ITC,
Netflix, Swiggy, Meesho, Flipkart, Bajaj Finserv, and TVS. With a network of
over 750,000 influencers spanning 20+ languages and a reach of more than 7.5
billion, Kofluence brings unmatched scale and diversity. Recognized in Forbes'
Select 200 Companies With Global Business Potential, Kofluence is ISO-certified
for service excellence and data security, verified by both Meta and Google, and
is a proud member of the Advertising Standards Council of India (ASCI).