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Influencer Market: The market of influencers in the country has reached more than Rs 10 thousand crores. But, the amazing thing is that only 25 percent of this market belongs to the organized sector.
New Delhi. There seems to be a flood of influencers on social media platforms. From YouTube to Facebook and Instagram, there are thousands of influencers. But, do you know that the market of influencers is continuously increasing in the country. KlugKlug, a firm that collects influencer marketing data, says that its market in the country has reached more than Rs 10 thousand crores.
Kalyan Kumar, co-founder and CEO of KlugKlug platform, says that most of the earning is from sharp content. The market of this sector has crossed the figure of about Rs 3 to 4 thousand crores. It has been said in the report that only 25 percent of the market operates through systematic and organized channels. The remaining 75 percent of the market is run directly between brands and creators.
what is the total turnover
According to the report, the field of content creators goes beyond traditional tracking methods in the economy. Thousands of micro and nano-influencers are promoting brand investment on a large scale in this field. Along with this, more than 20 agencies generate revenue of more than Rs 20 crore every year. However, this only reflects the organized sector, which is a very small part of the wider influencer marketing ecosystem.
Brands are spending big money
At present the direct to consumer market is growing rapidly in the country. With the help of influencers, the spending patterns of this sector are also changing. At present, more than 100 brands are spending more than Rs 20 crore every year through inhouse creator teams. These brands do not take the help of any agency. Apart from this, due to collaborations like product seeding and barter, influencers earning big are increasing rapidly.
Correct figures are not revealed
Vaibhav Gupta, Chief Product Officer and Co-Founder of Clug, said that there is a big difference in the data of influencer marketing in India. This difference is because at present this industry is limited and depends only on the data shown by the agencies. This is the reason why the data of agencies does not show the correct picture. India’s influencers market is growing rapidly, which is currently worth Rs 10 thousand crores, but the actual figure may be much higher than this.
