How motorcycle influencers are changing the way two-wheeler brands sell

Two-wheeler brands are increasingly turning to motorcycle creators to reach younger buyers, demonstrate new models and influence purchase decisions. What began as a niche content category built around riding experiences and bike reviews has evolved into a commercial market, with established creators charging up to ₹14 lakh for cross-platform campaigns. However, behind the growing brand interest lies a business that requires significant investment in equipment and travel, while raising questions around creator credibility, women's representation and road safety.

For example, when Priyanka Kochhar aka "BikeWithGirl", takes a high-performance motorcycle out on a track or reviews an urban roadster, her content goes beyond documenting a ride. For her audience, it offers a closer look at what owning and riding a motorcycle actually involves, from handling and seat height to performance and everyday usability.

With over 3.6 million followers across Instagram and YouTube, Kochhar represents a growing category of automotive creators who are changing how two-wheeler brands reach potential buyers. What began as a niche interest built around riding experiences and highway journeys has evolved into a commercial content category, with manufacturers increasingly using creators to demonstrate their products and reach audiences that conventional advertising may not always engage.

For two-wheeler brands, the appeal lies in the ability of creators to put motorcycles into real-world contexts. A product advertisement can showcase a vehicle's features, but a creator can demonstrate how it handles on the road, explain its limitations and answer questions that prospective buyers may have before making a purchase.

The shift is also opening up new opportunities for riders who have built audiences around their personal experiences, although monetising that influence comes with its own challenges.

Brands are taking creator-led motorcycling seriously

Bajaj Auto is among the manufacturers looking at how riders and creators can influence perceptions of motorcycling, particularly among women.

Sumeet Narang, President, Marketing, Bajaj Auto Ltd., said the company has incorporated women into different parts of its riding ecosystem, including community teams that manage on-ground events and a dedicated category for women racers in the KTM Cup.

Its creator partnerships span different kinds of riding experiences. These include an explorer who travelled from Bengaluru to Australia across 10 countries on a Dominar, a stunt rider associated with the Pulsar and an international tourer who has travelled across seven continents and participated in the KTM Adventure Rally.

"Women riders and content creators are playing an increasingly visible role in motorcycling and inspiring more women to take to the road. By sharing their experiences, they show the freedom that riding offers and the confidence to explore new places," Narang said.

He added that the company hopes these journeys will encourage more women to take up motorcycling, whether it is their first ride or an expedition across countries.

View this post on Instagram

A post shared by Dr.Maral Yazarloo-Pattrick (@maralyazarloo)

The approach reflects a broader opportunity for two-wheeler brands. Instead of limiting campaigns to conventional product demonstrations, manufacturers can work with creators whose riding experiences help potential buyers understand a motorcycle's capabilities and how it fits into their lives.

Creators such as Kochhar, for instance, can address practical questions around handling, commuting, heat and accessibility for shorter riders. Such information can be particularly relevant to women and first-time buyers who may not see their concerns reflected in conventional automotive advertising.

The commercial opportunity extends beyond women riders. Manufacturers are also using creator partnerships to reach younger audiences, build interest in new models and demonstrate products through experiences that are difficult to replicate in a conventional advertisement.

When Royal Enfield launched the Hunter 350, its objective was to broaden the brand's appeal beyond its established image and attract younger urban commuters. Rather than relying exclusively on traditional automotive reviews, the company worked with more than 80 digital creators across 11 Tier 1 to Tier 3 cities. The campaign included motorcycle vloggers as well as streetwear and lifestyle influencers.

The Hunter 350 crossed two lakh domestic sales in under a year, becoming one of Eicher Motors' fastest-growing volume drivers. While the sales figure alone does not establish the impact of creator marketing, the campaign illustrates how brands are combining automotive content with lifestyle-led storytelling to reach a wider audience.

Electric motorcycle maker Ultraviolette Automotive has taken a different approach. For its F77, priced above ₹3 lakh, the company has used technical creators to put the motorcycle through demanding riding conditions at tracks such as Kari Motor Speedway and Madras International Circuit.

By allowing creators to examine aspects such as thermal performance, battery behaviour and acceleration, the approach gives prospective buyers a more detailed understanding of the motorcycle than a conventional product advertisement might provide. The company has also used creator-led exposure to support interest in pre-orders and test rides at its experience centres.

These campaigns point to a shift in how automotive brands view digital creators. Their role is no longer limited to generating awareness or views. They can also help explain a product, address buyer concerns and bring prospective customers closer to a purchase decision.

The business behind the ride

The growth in brand interest has created a commercial market around two-wheeler content, although earnings vary considerably depending on a creator's reach, audience and the nature of the collaboration.

According to estimates cited by industry sources, India's two-wheeler creator ecosystem comprises around 3,500 to 5,000 active, monetised creators across YouTube and Instagram. The top tier, comprising creators with more than a million subscribers, is relatively small, with an estimated 25 to 40 individuals. A larger commercial segment consists of around 400 to 600 mid-tier creators with audiences ranging from 100,000 to one million followers.

For established creators, YouTube advertising revenue is often only one part of the business. Industry estimates suggest that direct brand partnerships account for around 60% to 75% of their gross income, with collaborations spanning motorcycle manufacturers, riding gear, cameras, lubricants and other products relevant to motorcyclists.

The fees reflect the difference in reach and format. A mid-tier creator may charge between ₹60,000 and ₹1.8 lakh for a sponsored Instagram Reel, while a long-form YouTube review can command ₹1.5 lakh to ₹3.5 lakh.

View this post on Instagram

A post shared by Marina Gretta (@cozitsmarina)

At the top end, individual Reels by creators such as Kochhar can command ₹3.5 lakh to ₹5.5 lakh, while cross-platform campaigns combining long-form track testing and short-form content can cost between ₹8 lakh and ₹14 lakh.

Brand partnerships are not restricted to motorcycle manufacturers. Camera companies, protective gear labels, lubricant brands and fintech platforms also work with creators to reach audiences, particularly younger consumers who are interested in motorcycling and related lifestyle products. Some established creators also enter monthly retainer arrangements, with fees reportedly ranging from ₹3 lakh to ₹7 lakh.

However, the economics of the category are not the same for every creator. Building a credible motorcycling channel can require significant spending on equipment, motorcycles, protective gear and travel, making it a relatively expensive content category to enter.

Marina Gretta, a biker and lifestyle influencer with around 400,000 followers, said the cost of producing content has been one of her biggest challenges.

"I had to invest in a 360-degree camera to capture my rides properly. Using my phone while riding was neither safe nor practical. Creating biking content requires considerable investment, and being a biker creator can be expensive," she said.

For creators who have not yet secured brand partnerships, such investments can be particularly difficult to recover.

Gretta said she is yet to collaborate with an automobile or two-wheeler brand but hopes to work with a motorcycle manufacturer whose approach aligns with her view of riding as a symbol of freedom and independence.

Her experience also points to another challenge facing the category: while brands are increasingly featuring women in their campaigns, representation does not always translate into a deeper understanding of the barriers women face when taking up motorcycling.

Beyond representation, the question of credibility

Gretta said many of her followers approach her for advice on choosing a motorcycle or convincing their parents to let them ride one. Questions around a bike's weight, height and manageability remain common concerns.

"There is a perception that motorcycles are too heavy or too tall for women, which makes many girls doubt whether they can handle them. They often reach out to me for advice on choosing the right bike or ask how I figured out which bike was right for me," she said.

She believes two-wheeler advertising still has some way to go in moving beyond gender stereotypes. Although more brands are featuring women in campaigns, she said these portrayals can make a woman's ability to ride appear exceptional rather than normal.

"The narrative often makes it seem remarkable that a woman can ride a motorcycle. Real change will come when riding is seen as normal, regardless of gender. Even scooter advertisements often emphasise that the vehicles are lighter and easier for women to handle, reinforcing the idea that women need something different to ride," Gretta said.

The issue extends beyond advertising to the experience of riding itself. Motorcycle design, the availability of suitable riding gear and road safety can all influence whether women feel comfortable entering the category.

View this post on Instagram

A post shared by Shaun P | TwoWheelsOneShaun  (@2wheels1shaun)

Shaun Pais, Senior Manager at Clout, who has worked with performance motorcycling brands such as Royal Enfield, KTM and Triumph, said manufacturers have an opportunity to address these practical concerns rather than focusing only on representation.

"Brands could focus on making riding gear better suited to women's bodies, while manufacturers should consider factors such as height, weight and body composition when designing motorcycles. However, none of these changes will have as much impact on women's participation as improving safety conditions on our roads," he said.

Pais added that road safety remains a concern, particularly for women riding on unfamiliar routes. While he said he had not personally encountered many security issues, he believes female riders' experiences deserve greater attention.

"Brands may love you, and audiences may too, but you can never tell what a stranger on the road has on their mind," he said.

For Pais, credibility is equally important when creators work with brands. He said he has consciously chosen to collaborate with automobile brands on a barter basis, allowing him to test motorcycles and share his experiences without the pressure of paid endorsements.

"Auto creators are often among the lowest-paid influencers compared with other categories. I prefer to test vehicles organically, form my own opinions and speak honestly about my experiences without brand pressure. Money can be earned through different means, but credibility cannot," he said.

View this post on Instagram

A post shared by Shaun P | TwoWheelsOneShaun  (@2wheels1shaun)

He believes first-hand riding experiences can influence purchase decisions in ways that a conventional feature-led showcase may not.

Recalling an off-roading experience in Ladakh in 2019 on a Royal Enfield Himalayan, Pais said the ride persuaded him to replace his road-oriented Kawasaki Ninja with an adventure motorcycle. After writing about the experience, he received messages from readers who said his account had influenced their own buying decisions.

"Motorcycles are highly emotional purchases. Several readers have told me that reading about my experience convinced them to consider motorcycles better equipped for rougher terrain. That showed me the influence a creator can have and reinforced why being brutally honest about my experiences is so important," he said.

His experience highlights the distinction between content that simply displays a motorcycle and content that helps an audience understand what owning one might involve. For brands, that trust can be valuable, but it also makes authenticity an important part of the partnership.

The road ahead

As more brands invest in motorcycle creators, the category faces questions around advertising transparency and responsible content.

The Advertising Standards Council of India (ASCI) has emphasised disclosure requirements for digital advertising, making it important for creators to clearly identify commercial relationships, including sponsored content and other forms of brand association.

At the same time, transport authorities have raised concerns about dangerous stunts and excessive speeding on public roads, particularly when such behaviour is filmed to attract online attention.

The challenge for brands is to benefit from the reach and relatability of motorcycle creators without compromising the credibility that makes their content influential in the first place.

For creators, meanwhile, the opportunity lies in building audiences that trust their experiences, rather than simply chasing views. As motorcycling content becomes a more established part of the automotive marketing mix, the strongest partnerships are likely to be those that connect a brand's product with a creator's genuine expertise and the questions riders want answered.