
Influencer marketing has been rapidly growing in India, and the Advertising Standards Council of India (ASCI) has been keeping a close eye on it. In its latest report, ASCI found that influencer marketing is quickly becoming a preferred mode of advertising in India, with a projected growth rate of over 30% in the next few years.
However, with this growth comes increased scrutiny, as the ASCI report highlights several areas where brands and influencers need to be more transparent and ethical. For example, ASCI has found instances of influencers promoting products without disclosing their paid partnership with the brand, or making false or exaggerated claims about the product.
The ASCI report also sheds light on some key trends in influencer marketing in India. For instance, the report highlights that the beauty and personal care industry is the biggest spender on influencer marketing, followed by the food and beverage industry. Additionally, the report notes that Instagram is the most popular platform for influencer marketing, followed by YouTube and Facebook.
So, what does this mean for brands and marketers in India? Firstly, it’s important to prioritize transparency and ethics in influencer partnerships, and ensure that all sponsored content is clearly disclosed as such. Additionally, brands should keep an eye on the emerging trends in the industry, and adapt their influencer marketing strategies accordingly.
One way to do this is to work with micro-influencers, who have smaller but highly engaged audiences, and can provide a more authentic and relatable connection with their followers. Additionally, brands can consider partnering with influencers who are passionate about their products or services, and can provide genuine and valuable insights to their audience.
In conclusion, the ASCI report provides valuable insights into the evolving landscape of influencer marketing in India. Brands and marketers who prioritize transparency, ethics, and authenticity in their influencer partnerships, and adapt their strategies to the changing trends in the industry, will be well positioned to succeed in this dynamic and growing market.