Brands are shifting marketing resources from high-profile celebrities to micro-influencers with 10,000 to 50,000 followers as data shows significantly higher returns on investment, according to an exchange4media article, citing industry experts.
One company reports that after analyzing 87 influencer partnerships costing approximately Rs 40 lakh (~$46k) last quarter, they found follower count had "zero correlation with sales." Their highest-performing creator, with just 12,000 followers, generated more sales than their top three celebrity collaborations combined.
"Brands in beauty, gaming, fashion, tech, and even some B2B sectors have seen higher engagement rates with smaller influencers who have strong community ties," Chandan Sharma, General Manager of Digital Media at Adani Group, said in a statement.
After revamping their approach to focus on smaller creators with authentic engagement, introducing a storytelling score, and implementing performance-based compensation, one marketing firm tripled their influencer ROI while reducing costs by 60%.
Engagement Metrics Replace Follower Counts
Industry professionals now prioritize engagement quality over audience size. "Followers can be bought, but engagement? That's earned," stated Shan Jain, Brand Strategist and Marketing Transformation Advisor.
Comments, shares, and conversations sparked by content are becoming the primary metrics for success. Entertainment creator Ayushi Rai, who has 176,000 followers, identified repeat collaborations as the strongest indicator of campaign effectiveness.
"The biggest sign of post success is when a brand comes back for more campaigns. That means they've seen real results, even if the audience isn't in the millions," Rai explained.
According to Adbuff’s Ananya Roy, specific performance data shows micro-influencers delivering 4.2 times higher ROI than larger accounts. Video content outperforms static posts by 7.3 times, while Instagram Stories convert better than feed posts.
Performance-Driven Approach Becomes Standard
Brands now track precise metrics through affiliate links, promo codes, and UTM parameters to measure direct conversions from influencer content.
"In India's mobile-first market, where data is cheap, and attention is priceless, brands are prioritizing hard numbers," said Viren Vesuwala, Lead of Strategic Partnerships at White Rivers Media.
AI-driven analytics enable brands to track tangible results, including lead generation, app downloads, and purchases. Aditya Jangid, Managing Director at AdCounty Media, noted that influencers are now integrated into full-funnel marketing strategies.
While luxury and lifestyle brands continue to value aspirational marketing, most companies are shifting toward influencers who deliver measurable business outcomes rather than just visibility.
Brands are shifting marketing resources from high-profile celebrities to micro-influencers with 10,000 to 50,000 followers as data shows significantly higher returns on investment, according to an exchange4media article, citing industry experts.
One company reports that after analyzing 87 influencer partnerships costing approximately Rs 40 lakh (~$46k) last quarter, they found follower count had "zero correlation with sales." Their highest-performing creator, with just 12,000 followers, generated more sales than their top three celebrity collaborations combined.
"Brands in beauty, gaming, fashion, tech, and even some B2B sectors have seen higher engagement rates with smaller influencers who have strong community ties," Chandan Sharma, General Manager of Digital Media at Adani Group, said in a statement.
After revamping their approach to focus on smaller creators with authentic engagement, introducing a storytelling score, and implementing performance-based compensation, one marketing firm tripled their influencer ROI while reducing costs by 60%.
Engagement Metrics Replace Follower Counts
Industry professionals now prioritize engagement quality over audience size. "Followers can be bought, but engagement? That's earned," stated Shan Jain, Brand Strategist and Marketing Transformation Advisor.
Comments, shares, and conversations sparked by content are becoming the primary metrics for success. Entertainment creator Ayushi Rai, who has 176,000 followers, identified repeat collaborations as the strongest indicator of campaign effectiveness.
"The biggest sign of post success is when a brand comes back for more campaigns. That means they've seen real results, even if the audience isn't in the millions," Rai explained.
According to Adbuff’s Ananya Roy, specific performance data shows micro-influencers delivering 4.2 times higher ROI than larger accounts. Video content outperforms static posts by 7.3 times, while Instagram Stories convert better than feed posts.
Performance-Driven Approach Becomes Standard
Brands now track precise metrics through affiliate links, promo codes, and UTM parameters to measure direct conversions from influencer content.
"In India's mobile-first market, where data is cheap, and attention is priceless, brands are prioritizing hard numbers," said Viren Vesuwala, Lead of Strategic Partnerships at White Rivers Media.
AI-driven analytics enable brands to track tangible results, including lead generation, app downloads, and purchases. Aditya Jangid, Managing Director at AdCounty Media, noted that influencers are now integrated into full-funnel marketing strategies.
While luxury and lifestyle brands continue to value aspirational marketing, most companies are shifting toward influencers who deliver measurable business outcomes rather than just visibility.