Why substance, not just scale, is shaping the next chapter of influencer strategy
Influencer marketing in India is undergoing a fundamental shift. No longer just about large followings and trending hashtags, the industry is waking up to a more mature and mindful approach-one that values trust, relevance, and long-term connection over vanity metrics.
In a recent conversation with Sneha Ojha of ET Edge Insights, we explored this very evolution. What emerged was a clear consensus: the influencer economy is evolving-and it’s about time.
What Brands Are Finally Realizing
The space is crowded, yes. But amid the noise, brands are beginning to recalibrate their approach. Here are four key truths shaping the future of influencer marketing in India:
1. Influence Isn’t Reach-It’s Relevance
It’s no longer about how many people see a post—it’s about how deeply it resonates.
A million followers mean little if there’s no genuine engagement, trust, or community. Real influence lies in shaping opinions, sparking conversations, and adding value to the audience.
👉 Focus on resonance, not just reach.
2. Transparency is Non-Negotiable
With increased regulatory scrutiny and rising consumer awareness, the rules are changing fast. Clear disclosures of paid partnerships are no longer a nice-to-have-they’re a legal and ethical necessity.
👉 Trust is built on transparency. And transparency is now compliance.
3. Creativity and Control Can Coexist
Many brands still hesitate to relinquish control to creators, fearing off-brand messaging. But the best influencer campaigns are born when brand safety and creative freedom find common ground. Influencers know their audience best-collaborate, don’t dictate.
👉 Let creativity breathe within a structured framework.
4. Long-Term > One-Off
Brands chasing quick spikes with one-time influencer posts are missing the point. The real ROI lies in sustained, authentic partnerships that develop over time. Familiarity leads to credibility—and credibility leads to conversion.
👉 Invest in relationships, not just campaigns.
A More Nuanced Ecosystem is Emerging
During our conversation, Sneha highlighted how today’s influencers extend beyond traditional content creators. We’re now seeing the rise of:
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Niche experts who bring subject-matter credibility
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Thought leaders who influence through ideas and insight
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Internal brand champions who embody trust from within
👉 Influence is no longer one-size-fits-all. It’s becoming more multi-dimensional, strategic, and grounded in authenticity.
Final Thought: Influence with Intention
What’s next for influencer marketing in India? A move towards influence with intention. Not louder. Smarter. More human. More real.
Many thanks to Sneha Ojha for bringing curiosity, nuance, and depth to the dialogue. Her insights helped cut through surface-level trends to reveal what’s truly reshaping this space.