Influencers take lead as 67% Indians trust their recommendations over traditional advertisements: Kantar

Kantar reports that over two-thirds of Indian consumers trust influencer recommendations more than traditional advertisements. At the same time, over a quarter prefer influencer recommendations but remain cautious. Influencer content, e-commerce, and online display ads represent India's most equitable online media channels. It outperforms digital ads in driving lower and mid-funnel metrics, with higher brand favourability of 15% versus 12%, brand attributes at 11% compared to 9%, and purchase intent of 10% against 9%. Influencer ads have a 57% chance of driving immediate impact, making them effective for short-term sales but less for long-term brand equity. The quality of creative execution is crucial for influencer marketing success. 

Managing Director and Chief Client Officer - South Asia, Insights Division, Kantar, Ms. Soumya Mohanty, highlights that understanding the elements driving influencer marketing success is paramount. The Influencer Playbook provides a framework to evaluate and benchmark influencer content, giving brands tools to craft high-impact content. Regional Creative Lead, Insights Division, Kantar, Mr. Prasanna Kumar, notes that influencer content works surprisingly directly, making the brand personally relevant to consumers without over-engineered marketing speak.

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.