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

About two-thirds of Indians trust influencer recommendations over traditional advertisements and over a quarter also prefer influencer recommendations but remain cautious and do not trust them blindly, said Kantar.

In India, influencer content, along with ecommerce and online display ads currently represent the most equitable online media channels.

Influencer content 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%.

“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,” said Soumya Mohanty, Managing Director and Chief Client Officer- South Asia, Insights Division, Kantar.

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.

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While influencer content benefits from the reach and credibility of the influencer, its overall impact and ROI are largely driven by the quality of the creative execution. As influencer marketing grows in investment, impact, and ROI expectations, the need for crafting high-performing influencer content has never been more critical.Prasanna Kumar, Regional Creative Lead, Insights Division, Kantar said, “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.”

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