Influencer Marketing Industry News

Influencer marketing in India is evolving as brands shift focus to competitor analysis for improved ROI. Agencies are analysing rival campaigns to identify successful strategies, allowing brands to make informed decisions on influencer selection and budget allocation.

The Delhi high court's decision to protect Raj Shamani's rights sends a clear signal that courts are willing to recognize and enforce personality rights in the creator economy.

E-commerce platforms such as Amazon and Myntra are shifting towards influencer-driven content, reducing reliance on traditional social media. Influencers now create and livestream directly on the platforms, increasing engagement and earnings significantly. Regular users are also becoming creators.

Forget late-night ghost stories—content creators are turning India’s folklore into popular, professionally made digital content

For many influencers, the days of slow and costly manual content creation are over. Artificial intelligence has become an essential partner, automating everything from scripting and editing to managing follower engagement.

Filmmakers began casting influencers in side-roles in mainstream films in the last three years, hoping to lure their social media followers to theatres or paywalled entertainment. Now, they’re re-evaluating that strategy as films bomb and the line between actors and influencers gets blurry.

Virtual influencers, AI-generated avatars with massive followings, are becoming mainstream in brand marketing.

Influencer marketing platforms offered brands tools to discover, evaluate, and collaborate with influencers from over 8 million creators in India. Instagram's Creator Marketplace also does the same. Does that mean the end of small agencies offering these services?

Crafting a social media campaign that goes viral on its own is every marketer's Holy Grail. But at what cost?

Before influencers, we had superheroes. Nuclear power advocates are bringing unquestioning enthusiasm for fusion and fission back in vogue, but atom-obsessed comics, music and toys were the blueprint. Then, as now, they betray a dangerous naivete—one future generations may not find so cute.