The most-used social media platform by influencers turns to be YouTube in India.
A report titled ‘State of Influencer in India 2021’ released by AnyMind Group, an end-to-end commerce enablement platform showed over 67.9% of macro-influencers (100K to 1M followers) used YouTube.
AnyTag platform (part of AnyMind Group) released data based on popular influencer verticals such as fashion and beauty, arts and entertainment and food and beverage in India which is known to create niche content, influence and expertise.
The latest influencer verticals in India, the most-favoured platforms by influencers, influencer category breakdown, and median engagement rates by platforms are all included in the report.
The top two influencer verticals are highly diverse in the types of products that they can endorse, hence is important. To find the right influencers for a particular campaign, it is still critical to understand individual influencers and their audiences.
YouTube is followed by Facebook, Instagram and Twitter among the most-used social media platform by influencers in India.
More than half (58.15%) of influencers are macro-influencers in India. And close to one in every four influencers being a micro-influencer. Compared to other markets across Asia, larger proportions of top stars (over 1M followers) are from India.
All top influencer verticals in India chose YouTube as the de-facto platform of choice. Compared to any other social media or video streaming app, people in India spend the most time on YouTube.
To decide on strategy and influencers to use, marketers need to understand where their target audiences are. This is a crucial part of getting the desired results.
More than half of fashion and beauty, arts and entertainment content creators which are the top three influencer verticals, falls under the macro-influencer category.
In the user-end, nano-influencer and micro-influencer categories, food and beverage influencers are most populous. Arts and entertainment rank top for the macro-influencer and top star categories.
Influencer marketing in India is growing and is expected to boom in the coming years. With social media population of 448 million users and a 21.2% year-on-year growth rate, India is one of the most diverse and growing markets in the world.
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