Buzzoka report explores influencer marketing trends in India

Buzzoka report explores influencer marketing trends in India

Indian influencer-marketing firm Buzzoka has published the results of a survey conducted with more than 500 brands and influencers in its home market.

The survey found that 51% of brands had used influencer marketing for branding purposes in 2017, with 28% saying they’d used it for reach; 15% for sustained engagement; and 5% for ‘short burst’ campaigns.

When asked why they think influencer marketing is important, 46% said for better reach and engagement; 23% said it’s a good alternative to traditional advertising; while 15% saw it as a good medium for storytelling.

The study also found that only 29% of brands in India are currently using influencer agencies when making contact with social stars for campaigns, versus 71% that are reaching out to them on their own.

The influencer-marketing space is still emerging in India, with 54% of brands who use it saying their annual spend is just $10k, versus 21% who said $20k, 15% who said $50k and 10% whose annual budget is more than $50k.

Interestingly, Twitter is the most popular platform for influencer-marketing campaigns in India according to Buzzoka’s survey, with 88% of brands – those that have done influencer marketing – having used it.

It was followed by Facebook (84%), Instagram (72%), blogs (46%) and WhatsApp (38%) in the top five platforms. Business-focused services LinkedIn (36%) and Quora (22%) outgunned Snapchat (20%) in the study too – although this may reflect the kind of brands surveyed.

Overall, 78% of marketers surveyed said they plan to spend more on influencer marketing in 2018. One concern for the Indian market, though, is the finding that 44% of brands running influencer campaigns don’t require their partners to disclose sponsored content.

You can read the full survey results here.

Contributing Editor

Stuart is a freelance journalist and blogger who's been getting paid to write stuff since 1998. In that time, he's focused on topics ranging from Sega's Dreamcast console to robots. That's what you call versatility. (Or a short attention span.)