A report exploring the evolving role of brand-influencer relationships finds that the majority of Indian influencers rank “brand recognition” and their “personal experience with the brand” as the most important factors to consider when deciding with whom to work.

The India Influencer Intelligence Report 2021 by FleishmanHillard and Eleve Media canvassed 500 of India’s top influencers to identify new trends in content creation and brand association.

Why it matters

The pandemic uncovered a rising undercurrent of trends in the world of influencer marketing and accelerated them, with brands having to rethink how they work with influencers to cater to changing...