With a social media population of 448 million users, India is one of the fastest-growing markets across the world: AnyMind Report

AnyMind Group rolls out its annual Indian report on ‘State of Influencer marketing in India 2021’ which studies the influencer marketing space in India in depth to analyze various factors such as median engagement rates and influencer category breakdown. The report highlights that YouTube still ranked highest in most-used social media platforms in India amidst the rise Instagram, Facebook and Twitter saw a major rise in proportion to the other social media platforms during 2020-21.

The report taps on data from over 15,000 influencers in India on the company’s influencer marketing platform, AnyTag, and influencers were placed in the report into five categories: top stars, macro-influencers, micro-influencers, nano-influencers, and end-users for clarity. Further to their examination, the report reveals that Nano-Influencers hold the maximum engagement in the Influencers world. However, it’s important to note that engagement rates benchmark engagements against a total number of followers. If we move onto the verticals of influences, food & beverage influencers receive generally lower median engagement rates on Instagram compared to fashion & beauty and arts & entertainment influencers, whilst food & beverage influencers’ performance on Facebook and YouTube are almost equal to the other two verticals.

Amongst all the top 15 verticals, the report finds that pet influencers stood 11th in the row, one of the most unforeseen verticals. For brands, it’s important to note that the top influencer verticals are highly diverse in the types of products that they can endorse, but it is critical to understand individual influencers and their audiences to find the right influencer(s) for a specific campaign or product feature.

The report divides influencer campaigns into two: Performance & Awareness, where the research found out that in India majority of the campaigns are Awareness Driven in the leading sectors.

Talking about the reports, Shuchi Sethi, India Lead, AnyTag, AnyMind Group comments, “This report comprises the top verticals of influencers that are working the most in India for brands to understand and make their marketing investments, along with the most engaging social media platform. Through these insights, brands and marketers can make informed decisions on influencer marketing and educate themselves to amplify their campaigns and messaging effectively across their target audience.”

AnyMind Group informs that the data in the report was obtained from influencers in India through the AnyTag platform and encompasses influencers across all ages, all major social media platforms (YouTube, Facebook, Instagram and Twitter), and all influencer ranges mentioned above.

Disclaimer: Information mentioned here has not been verified or endorsed by Agency Reporter and is in accordance with the press release shared by the company or their appointed representatives.