Influencer marketing: beyond the hype

This article is part of a series of articles on influencer marketing. Read more.

India’s influencer market is evolving beyond Bollywood but there’s still a long way to go. Ana Thorsdottir, Head of Influencer Marketing Strategy at MediaCom, explains.

With a population of 1.3bn people you might expect India to make a lot of noise on social media however penetration of the internet and social platforms is perhaps lower than expected.

According to 2018 data from Pew Research only 25% of Indian adults use the internet, of that, 80% don’t use social media. Increased ownership of smartphones will likely drive and increase, currently, 22% of adult penetration own a smartphone, 51% own a feature phone and 26% don’t have a phone at all.