Stories
Brands Allocate 15-25% of Marketing Budgets to Creator Economy
- •A survey by the Indian Influencer Governing Council reveals that 15 to 25 percent of brand marketing budgets are now shifting towards creator-led marketing.
- •Influencers are increasingly viewed as strategic partners for product launches and e-commerce growth rather than just promotional voices.
- •Brands are transitioning from one-off promotional campaigns to long-term partnerships with creators to build lasting consumer trust and credibility.
- •Evaluation metrics are shifting away from basic likes and views toward measuring actual impact on consumer trust, trials, and conversions.
- •Sahil Chopra, chairman of IIGC, emphasizes that the industry is focusing on solving real business problems rather than just chasing follower counts.
Key Questions Answered
According to a survey by the Indian Influencer Governing Council (IIGC) of over 100 brands and marketers, 15% to 25% of brand marketing budgets are shifting towards creator-led marketing.
Brands are increasingly treating influencers as strategic partners rather than just promotional voices. Instead of one-off promotional campaigns, they are engaging in sustained, long-term partnerships to build credibility and focus on measurable business outcomes like product launches, consumer acquisition, and e-commerce growth.
Brands are shifting away from evaluating influencer campaigns solely through vanity metrics like views, likes, and reach. Instead, they are placing greater emphasis on assessing the impact on consumer trust, consideration, trials, conversions, and overall business objectives.
