36% of global social actions linked to influencer content: Report

Social media influencers generated 36% of all global user actions across Facebook, Instagram, X (formerly Twitter), and TikTok in April 2025, according to The Social Influencers Report, India Edition by Comscore. The report tracks influencer-led engagement and content trends across geographies, with a specific focus on India’s creator economy and political voices.

In India, political leaders led the conversation, Prime Minister Narendra Modi ranked first across platforms for total interactions and video views. On Facebook, Modi accounted for 69% of all engagement among Indian influencers, followed by Rahul Gandhi with 12%. Cricketers also saw strong performance, with Hardik Pandya and Virat Kohli both ranking in the top 10 for video views and interaction rate.

Entertainment figures dominated Instagram, with actors contributing to over 40% of top influencer interactions. The most engaging posts combined personal storytelling with professional milestones, especially when posted between 10 a.m. and 1 p.m. on weekdays, a time slot associated with peak engagement.

On YouTube and X, short-form video and real-time commentary, particularly around elections and sporting events, drove engagement. Political content made up over 30% of influencer-driven interactions on these platforms in India.

The report also tracks the rising influence of AI-generated creators. Virtual influencers like Lu do Magalu (Brazil), Aitana López (Spain) and Lil Miquela (U.S.) are gaining traction among brands due to their scalability and low reputational risk. These virtual personas are now included in over 12% of brand-influencer collaborations globally, according to the report.

Comscore also highlighted the growing importance of engagement rate and audience sentiment as key performance indicators. The report notes that follower count alone is no longer a reliable measure of influence, as micro- and nano-influencers with niche audiences are delivering higher ROI for targeted campaigns.

The findings reflect a broader shift in influencer marketing, where data-driven strategies and cross-platform consistency are replacing superficial metrics. As AI influencers and regional content creators gain ground, brands are being encouraged to rethink how they measure and manage digital influence.