One-quarter (25%) of online Indians say a main reason for using social media is to follow celebrities or influencers, a more common reason than posting about your own life (23%), according to survey data from GWI analysed in WARC's latest Spotlight India report on influencer marketing.

Why it matters

Influencer marketing is a growing channel in India but marketers need to rethink their approach. With 25% of Indians using social media to follow influencers, brands need to focus on quality engagement and long-term associations in order to build trust and engagement over time.

Takeaways

• Younger consumers are more likely to...