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Andrew Bonwick
Vice President of Product Development at Relm Insurance
Madhav Sheth
CEO of Ai+ Smartphone
Stephen Rose
CEO Render Networks
Short-form videos currently make up 7–10% of the total content time yet receive less than 1% of digital ad spending. However, influencer marketing is becoming increasingly common as a brand strategy in India. By 2028, influencer marketing expenditure would grow from its current level of $0.35 to $0.4 billion to $2.8 to $3.5 billion, according to a report.
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Indian app users are indicative of the entire population, in contrast to global app users who are over-indexed in metros and tier-one cities. Eighty-three per cent of users in India are from tier-two and above towns. Regional languages are popular throughout India, although they are especially popular in tier-two + cities.
Leading players in Indian Short Form Video (SFV) apps have scaled up to levels that are comparable to those of global players while experiencing a steady increase in adoption and engagement. For an average Indian player or a global organisation, the average time per day active user was 26 minutes.
The SFV content library satisfies India’s needs, with 51% of consumers favouring music and dance-related content on such apps.
One of the most popular product categories available is fashion, and brand ads using influencer marketing have a high conversion rate. Brands that formerly created lengthy advertisements have started to rely more heavily on influencers since influencer marketing is more efficient than traditional advertising.
