67% Indians trust influencer recommendations over traditional ads: Kantar

As per Kantar’s playbook, 26% prefer influencer recommendations but do not trust them blindly

by e4m Staff
Published: Apr 22, 2025 12:08 PM | 2 min read

Kantar has launched ‘The Influencer Playbook’ a report helping brands to evaluate and benchmark influencer campaigns against cross-format digital ads and influencer peer groups.

It also explores key strategies for maximizing campaign effectiveness for brands, based on consumers preference and successful execution elements.

According to the playbook, 67% Indians trust influencer recommendations over traditional advertisements. A further 26% also prefer influencer recommendations but remain cautious and do not trust them blindly.

Influencer content, along with ecommerce and online display ads currently represent the most equitable online media channels in India.

Influencer content outperforms digital ads in driving lower and mid-funnel metrics, with higher brand favourability (15% vs 12%), brand attributes (11% vs 9%), and purchase intent (10% vs 9%).

Influencer ads outperform other digital ad formats in driving short-term sales with a 57% chance of driving immediate impact but are less effective in building long-term brand equity, the report states.

Commenting on the report, Soumya Mohanty, Managing Director & Chief Client Officer- South Asia, Insights Division, Kantar, said “In today's dynamic digital landscape, influencer marketing stands out as a powerful force as more than two-third of Indians trust influencer recommendations over traditional advertisements. Hence, understanding the elements that drive its success is paramount. The Influencer Playbook provides a framework to evaluate and benchmark influencer content, providing brands with the tools to craft high-impact content that drives both immediate action and long-term brand affinity.”

Prasanna Kumar, Regional Creative Lead, Insights Division, Kantar added, “Understanding the differences and similarities between impactful digital advertisements and influencer content has been a fascinating experience. Influencer content works in a surprisingly direct manner, making the brand personally relevant to consumers without the overengineered marketing speak.”