The survey of over 100 brands and marketers highlights a shift towards long-term creator partnerships, performance measurement and influencer-led business outcomes.
Indian brands are allocating between 15% and 25% of their marketing budgets to the creator economy, according to a report by the Indian Influencer Governing Council (IIGC), highlighting the growing role of influencer marketing in brand communication, consumer engagement and business growth.
Based on a survey of more than 100 brands and marketers, the findings indicate that creator-led marketing is increasingly being integrated into broader marketing strategies rather than being limited to promotional campaigns and social media visibility.
The report identifies a shift in how businesses evaluate creator partnerships, with greater emphasis on consumer trust, purchase consideration, conversions and measurable commercial outcomes.
Brands are increasingly working with creators across different stages of the consumer journey, including product launches, market expansion, customer acquisition and e-commerce growth.
The findings suggest that marketers are moving beyond conventional engagement metrics such as follower counts, impressions, views and likes to assess how creator collaborations contribute to specific business objectives.
Another development highlighted in the report is the transition from one-off influencer campaigns to longer-term partnerships.
According to IIGC, sustained collaborations allow creators to develop a better understanding of a brand's products, positioning and communication objectives. For businesses, these relationships provide opportunities to maintain consistency in messaging and evaluate the impact of creator-led campaigns over an extended period.
The report also identifies increasing convergence between influencer marketing, performance marketing, consumer insights, community engagement and commerce.
As creator marketing becomes more closely connected with business performance, brands are using data, technology and measurement tools to identify suitable creators, understand audience behaviour and assess campaign effectiveness.
These developments are also changing how marketers approach influencer selection, with relevance, credibility and audience relationships becoming important considerations alongside reach.
Commenting on the findings, Sahil Chopra, Chairman of the Indian Influencer Governing Council, said the sector was moving towards solving business challenges rather than focusing exclusively on social media engagement.
He identified consumer trust, product trials, purchase consideration and measurable growth as areas where creators are taking on broader responsibilities within marketing strategies.
The report further highlights the importance of transparency, professional standards and responsible practices as creator-led marketing becomes a more established component of advertising expenditure.
Measurement and accountability remain central to this transition, particularly as brands seek to understand the relationship between influencer investments and commercial performance.
IIGC is working towards bringing brands, agencies and creators together to strengthen credibility and encourage greater consistency in industry practices.
The findings reflect a changing approach to creator marketing in India, where influencer collaborations are increasingly being assessed through their contribution to customer acquisition, brand development and commerce.
As marketing budgets continue to incorporate creator-led activities, the report places greater emphasis on sustained partnerships and measurable outcomes in determining their effectiveness.
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