For years, the influencer marketing playbook was simple. Shorter is better. Attention spans are shrinking. Get the message in within three seconds or lose the viewer. That playbook is being rewritten. Creator advertising spending reached $37 billion in 2025 and is projected to hit $44 billion in 2026, with brands increasingly buying long-form creator content […]
Most influencer briefs in India are still written in English. For a country where 73% of internet users consume content in regional languages, that’s a significant disconnect. The brands that have figured this out aren’t treating vernacular as a translation exercise. They’re building campaigns in regional languages from day one: different creators, different briefs, different […]
India has nearly 500 million YouTube users. The tech category is one of its most watched, most trusted, and most commercially valuable niches on the platform. Smartphone reviews alone drive billions of views every year. And for electronics, SaaS, and consumer tech brands, a well-placed creator partnership on YouTube can do something most performance campaigns […]
Most brands spend 80% of their influencer budget on campaigns that stop delivering the moment the season ends. That’s not a criticism; it’s just math. A Diwali collaboration has a shelf life of maybe three weeks. A well-placed evergreen review can pull search traffic for three years. Neither approach is wrong. But most brands pick […]
Most brands still run influencer marketing like this. A campaign brief goes out. A list of creators comes back. Posts go live over two weeks. A report arrives with reach and impressions. The budget is spent, and three months later the whole thing starts from zero: new brief, new creators, new contracts, no memory of […]
Every brand asks this question. Most get the answer wrong. Not because the information isn’t available. Because the question itself is usually framed the wrong way. “Which influencer tier is best?” isn’t the right question. “Which influencer tier is best for what I’m trying to do?” is. The answer depends on your campaign goal, your […]
Every August 15th, Indian social media looks the same. Saffron, white, and green. A caption about freedom. A generic hashtag. A post that took five minutes to brief and five seconds to scroll past. And then it’s over. The thing is, Independence Day is one of the most emotionally charged moments in the Indian calendar. […]
Let’s be honest about something. Most brands that say “influencer marketing doesn’t work” have actually run influencer campaign wrong. The campaign went live, the views came in, and then nothing happened. No spike in sales. No uptick in website traffic. No DMs asking where to buy. And the default response is to blame the creator. […]
Open Instagram right now. Scroll for 30 seconds. Count how many static posts you see versus Reels. That ratio tells you everything about where influencer marketing in India is headed. Short-form video isn’t a trend anymore. It’s the default. Short-form video platforms were the most preferred choice for content creation in India, and that preference […]
Most B2B brands in India still think of influencer marketing as an Instagram problem. A lifestyle creator, a product close-up, a discount code. LinkedIn feels different, more serious, more corporate, harder to crack. But here’s what’s actually happening. 85% of B2B marketers now incorporate influencer marketing into their strategy, up from just 34% in 2020. […]
