More than two-thirds of Indian consumers trust influencer recommendations over traditional advertisements, according to a report released by Kantar.

The report stated that while 67 per cent of Indians trust influencer recommendations over traditional ads, another 26 per cent also prefer influencer content but remain cautious and do not trust it blindly.

Kantar’s Influencer Playbook noted that influencer content outperforms digital ads in driving lower- and mid-funnel metrics, with higher brand favourability, stronger brand attributes, and increased purchase intent. “Influencer ads also outperform other digital ad formats in driving short-term sales, with a 57 per cent chance of generating immediate impact, but are less effective in building long-term brand equity,” it noted.

Soumya Mohanty, Managing Director & Chief Client Officer – South Asia, Insights Division, Kantar, said, “In today’s dynamic digital landscape, influencer marketing stands out as a powerful force, with more than two-thirds of Indians trusting influencer recommendations over traditional advertisements. Hence, understanding the elements that drive its success is paramount. The Influencer Playbook provides a framework to evaluate and benchmark influencer content, equipping brands with the tools to craft high-impact content that drives both immediate action and long-term brand affinity.”

As influencer marketing grows in investment, impact, and ROI expectations, the need to craft high-performing influencer content has never been more critical.

Prasanna Kumar, Regional Creative Lead, Insights Division, Kantar, added, “Influencer content works in a surprisingly direct manner, making the brand personally relevant to consumers without the over-engineered marketing speak.”

Published on April 22, 2025