Influencer marketing has become an increasingly popular form of marketing in India, with more and more brands turning to social media influencers to promote their products or services. According to a report by Influencer.in, the influencer marketing industry in India is expected to reach $75-150 million by 2022.

The report also found that Instagram is the most popular platform for influencer marketing in India, with 94% of influencers using the platform. YouTube and Facebook were the second and third most popular platforms, respectively.

In terms of industries, the report found that fashion and beauty were the top industries that used influencer marketing in India, followed by food and beverage, travel, and technology. Influencer marketing was found to be most effective for product launches, with 75% of influencers stating that it was their most successful campaign type.

Another study by WATConsult found that 85% of marketers in India have used influencer marketing as part of their marketing strategy. The study also found that micro-influencers, or influencers with a following of less than 50,000, were more effective in generating engagement and conversions compared to macro-influencers, or influencers with a following of more than 50,000.

In terms of the most popular types of content used in influencer marketing, the WATConsult study found that 43% of marketers in India preferred Instagram posts, while 34% preferred Instagram stories.

Overall, influencer marketing has become an important part of the marketing mix in India, with more and more brands realizing the value of partnering with influencers to reach their target audience. As the industry continues to grow, it will be interesting to see how it evolves and adapts to changing consumer behaviors and preferences.