Influencer marketing drives 76% of brand building: Zefmo report

New Delhi: India Influencer Marketing Report 2023-24 by influencer marketing firm Zefmo Media revealed a sharp rise in B2B influencer marketing, with 55% of B2B companies actively using influencers on LinkedIn to drive business engagement and thought leadership.

Analysing data from over 200 brands and over 2,500 influencers, the report revealed that 76% of marketers view influencer marketing as essential for brand building in India, marking a substantial shift from traditional media. 

54% of respondents believe that influencer marketing is now a viable alternative to conventional PR and advertising channels.

88% of marketers noted a crossover between social media influencers and cinema, reflecting the blurring lines between digital and traditional entertainment media.

45% of respondents express confidence in their ability to measure the impact of influencer marketing, with new AI tools providing real-time analytics and precise targeting capabilities.

62% of respondents indicated a growing acceptance of CGI and digital avatars in influencer marketing, reflecting India’s increasing openness to technological advancements in digital media.

78% of marketers acknowledge influencers as a dominant force in political awareness campaigns, showcasing the growing role of influencers in shaping public discourse and driving civic participation.

“Influencer marketing in India has matured into a critical element of digital strategy,” said Shudeep Majumdar, Co-founder and CEO of Zefmo Media. “With 88% of marketers now acknowledging its influence in merging social media with entertainment, and 64% reporting increased ROI through e-commerce, this report highlights the tangible results brands are seeing through influencer partnerships.”

The report also noted significant technological advancements shaping the sector, with AI and machine learning being increasingly integrated into campaign targeting and optimization. 

The Advertising Standards Council of India (ASCI) has strengthened regulatory frameworks, and 93% of influencers have complied with updated guidelines, ensuring transparency and authenticity in brand-influencer collaborations.

Furthermore, 37% of influencers report growing non-commercial government collaborations, highlighting the evolving role of influencers in public communication and advocacy.