2021 Witnessed a 40 pc Surge in Influencer Marketing Spends


In a year ravaged by Covid-19, influencer marketing witnessed a massive growth in spending by leading brands and agencies to the tune of over 40 percent (year-on-year) growth. 

Insights delivered from a nationwide survey conducted by Zefmo Media Private Limited, one of India’s foremost influencer marketing platforms, indicate that during the lockdown, influencer marketing became the go-to strategy for brands to reach out to their target audiences.
The fast-moving consumer goods (FMCG) category was the highest spender with over 62 percent increase in their influencer marketing spending as they focussed more on stay-at-home consumers. Upcoming categories such as mental health (116 percent), holistic wellness (87 percent), physical fitness (84 percent), and sub-genres such as baking (233 percent) within the culinary category saw massive industry traction. On the other hand, traditionally high-spend categories such as fashion, luxury, auto, beauty & cosmetics, went through a sluggish phase mimicking the consumer spending pattern during the lockdown period. 
Furthermore, 2021 was also the year wherein brands clearly communicated their preference towards the globally established social media channels in form of the ‘big-four’, namely – Instagram, YouTube, Facebook (now Meta), and Twitter to run influencer campaigns. 
“It was during lockdown that the true power of influencer marketing was harnessed to the hilt,” said Shudeep Majumdar, Co-founder and Chief Executive Officer (CEO), Zefmo Media Private Limited. 

The brands were swift to realize that information consumption was predominantly happening over social media, and it gave them the tried and test catchment zone to conduct relatable hyperlocal influencer engagement. 

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