Instagram continues to lead as the most creator-focused platform, with an estimated 1.8 to 2.3 million Indian creators. Short-form video content has emerged as the preferred vehicle for monetization, according to the ‘Decoding Influence: The 2025 Influencer Marketing Report’ by Kofluence.
Commercial rates for Instagram Reels show strong earning potential creators with fewer than 10,000 followers typically earning between Rs 500 and Rs 5,000 per reel, while mega influencers and celebrities command rates starting at Rs 2 lakh and above, the report added.
It also stated that India’s influencer marketing industry is now estimated to be worth between Rs 3,000 crore and Rs 3,500 crore, and it continues to grow steadily. Among various sectors, E-commerce accounts for the largest share at 23% of annual spends, followed closely by FMCG at 19%. More than one in four brands surveyed said they increase their influencer budgets during product or service launches, underscoring the role of content creators in brand discovery and customer conversion.
India’s linguistic and cultural diversity has also driven the evolution of regional marketing strategies. About 52% of marketers now view micro-influencers, those with 10,000 to 100,000 followers, as the most effective for hyperlocal campaigns. Diwali remains the busiest period for seasonal influencer activity, with most brands beginning their planning anywhere from two weeks to a month in advance.
The report also highlights a growing shift towards technology-driven influencer operations. Around 61% of brands are currently using tech platforms to streamline influencer management, with 18% fully integrated and 20% in early stages of transition. Additionally, 29% of brands have adopted generative AI tools to create marketing content, making it the top AI use case among marketing and brand professionals.
The report has drawn insights from over 1,000 creators, marketers, and industry experts to present a comprehensive, data-driven view of India’s evolving creator economy and the growing sophistication of influencer marketing within the digital advertising ecosystem.
“India’s influence economy has not only seen growth but also a decentralisation of influence. There is a dynamic shift with creators in Tier 2 and Tier 3 cities, often creating content in regional and vernacular languages, who are building strongly engaged communities through hyperlocal narratives. Amidst a trillion-dollar influencer advertising opportunity in India, we’re seeing brands approach influencer partnerships with far more intention and as a strategic marketing lever, driven by data, sustained by technology, and measured against business outcomes,” observed Sreeram Reddy Vanga, CEO and Co-Founder of Kofluence.
“With India crossing 900 million internet users, the creator economy is poised for continued expansion, fueled by government initiatives as well as significant technological advancements. Looking ahead, I believe we are moving towards the phase of integrated influence in which advertising mediums will increasingly converge together. Commenting on the release, Ritesh added, “Decoding Influence 2025 is built on strong platform intelligence and first-party data, and will give marketers strategic insights on a rapidly evolving industry that is being transformed by AI, cookie deprecation and shifting creator-brand relationships. We hope you will find this report useful as you plan your next steps,” said Ritesh Ujjwal, Co-Founder of Kofluence.
