#DATA Influencer marketing budgets to rise in 2020: Talkwalker

Of the 800 surveyed for a Talkwalker & Social Samosa report, 72% said they would increase investment in influencer marketing in 2020. This and more influencer marketing stats 2020 in this read.

Talkwalker is an association with Social Samosa launched a report on the state of influencer marketing in India. The report describes the importance of influencer marketing, market opportunities, growth prospects, strategic insights, influencer marketing stats 2020, and challenges present.

The information and results presented in this report are based on a survey conducted by Talkwalker and Social Samosa, between July and September 2019 by 800 respondents from all over India.

Of the persons surveyed, 75% look at influencer marketing as an important or top strategic priority and 63% work with less than 50 (or less) influencers. Challenges too came up aplenty with 61% expressing how they have no tools to measure their influencer marketing and 51% feeling the 'sponsored' tag reduces the association with influencer marketing.

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Interestingly, only 38% of respondents use specific tools to manage influencer marketing programs. Among the respondent brands, 56% said that they work with influencers for more brand visibility, 17% opined that it helps get more direct leads and product purchases. Other popular reasons included the creation of more creative campaigns (13%) and more loyalty from the customer base (9%). Only 1% said influencer marketing can help battle a social media crisis.

Speaking on the launch of the report, Pragati Basu, Marketing Manager — India, Talkwalker said, “2019 has been a great year for marketing in general. With quirky campaigns around the Game of Thrones, IPL, Sacred Games and brand marketing battles like Amul vs. Britannia, brands have grown increasingly innovative and experiential,"

"In India, Influencer Marketing is a trend that seems to have only grown over the last 5 years and is not showing any signs of slowing down. Our in-depth analysis, in partnership with Social Samosa, has put forth some interesting insights and we hope we are all excited to see how this will roll over in 2020, in India as well as globally," she added.

The entire report can be downloaded here.