Totem2025印度网红营销研究报告英文版

INDI口

INFLUENCERMARKETINGMINI-REPORT

INDIA

INFLUENCERS&SOCIALCOMMERCE

Indiaishometo692millioninternetusersand491millionsocialmediausers,but

penetrationremainsbelow50%,

highlightingvastuntappedpotential.Mobileusageisstrongandgrowing.

Influencermarketingisbooming,especiallyonInstagram,YouTube,Flipkart,andWhatsApp.

Consumersarehighlyengagedwith

influencer-ledproductdemosanddeals,andlivestreamsellingisgaining

momentum.

Pricesensitivityandregionaldiversity

requirelocalized,mobile-firststrategies.BrandsmustadaptglobalapproachestoIndia’sfragmentedmarket,balancing

digitalgrowthwithtraditionalmediausage.

MUMBAI

INDIA

1.46BILLION

Population

55%

AREINTERNETUSERS

491Million

SocialMediaUsers

#5RANKED

GLOBALECONOMY

JAPAN

CHINA

SOUTH

KOREA

INDIA

TAIWAN

HONGKONG

PHILIPPINES

THAILANDVIETNAM

MALAYSIA

SINGAPORE

INDONESIA

ENTHUSIASM

ENTHUSIASM

LOWWebsitesMarketplacesSocialChannelsMessengerSocialP2PSellingLiveCommerceHIGH

MorePragmatic,SOCIALCOMMERCEMoreFun,

MoreStaticCHANNELS/ACTIVITIESMoreStatusSeeking

SOCIALCOMMERCE(INFLUENCER)ENTHUSIASM

EnthusiasmforsocialcommerceandinfluencersvarieswidelyacrossAsia.Wefindsomemarketsandcategorieswhicharecenteredaroundmorebasicchannels,whileothersembraceawiderangeofactivitiesandmixthoseactivitiesinnovel,innovativeways.Thevaryinglevelsofenthusiasmintheregionarearesultof;(1)consumer

habits,routinesandculture,(2)sophisticationofmarketingtactics,and(3)thechannelsavailablepermarket.

TikTokisamajordriverofenthusiasmatacountry/marketlevel.InmarketswhereTikTokisestablishedandfullyfunctional(has“shops”),enthusiasmishigher.InmarketswhereTikTokislimited(Japan&S.Korea)orbanned(India),socialandinfluencerenthusiasmisnotablylower.

AutoTravelGamingSportsGearMovies,MusicElectronicsF&BBeautyFashion

CATEGORIES

#5

JAPANS.KOREAINDIATHAILANDPHILIPPINESINDONESIACHINA

TikTokJsrevolutionaryapproachtobundlinginfluencers,livecommerce,

contentandshopsispushingsocialcommerceforward-mostnotablyin

marketswhereitisfullyfunctional.

INDIA

ranksfifthinoursocialcommerceenthusiasm

indexforAsia.

MARKETS

TikTokShop

pausedin2023

Re-enteredthru

Tokopedia

Douyin(2016)

isthetemplate

forgrowth.

TikTokShoptolaunchin2025

TikTokShoptolaunchin2025

TikTokbannedin2020

TikTokShopsince2022

TikTokShopsince2022

AVE.

INDIA

India’ssocialcommerceenthusiasmisstilldevelopingcomparedtoregionalleaders.Shoppersareincreasinglyadoptingsocialmediaandlivestreamchannelsfordiscoveryandpurchases,though

engagementwithinfluencer-ledbuyingandlive-streamsellingaremoderate.Positiveshoppingsentimentcentersonconvenience,

excitement,andabroadproductselection.Recommendationsfromfamily&friends,mediaandindustryexpertsplayakeyrolein

influencingbuyingdecisions.HoweverIndia’srapide-commercegrowthandexpandingcreatoreconomysignalstrongfuture

potentialforinfluencer-drivencommerce.

TikTokwasbannedinIndiabackin2020.Atthetime,theyhad200millionusers.

TikTok’sabsencefromthemarketaccountsforIndia’sbelowaveragelevelsof

enthusiasmforsocialcommerce.

KEYDIGITALCHANNELS

(Influencer&SocialCommerceFocused)

EXPERIENCEWITHONLINESHOPPING

Brand’swebsiteSpecialitySites/AppsSocialMediachannels Messagingapps OnlineMarketplaceSoldbyInfluencers

UseAffiliate(discount)codeLive-streamSelling

India

SellingasaffiliatemyselfAsia

IndiaAsia

HOWTHEYFEELABOUTONLINESHOPPING

FunExperience KillTime ExcitementConvenience

DealsMoreproducts

Moreinfomation

TOPINFLUENCEFORPURCHASEDECISIONS

FriendsFamilymembers

lnfluencer/CelebritiesOtherusersonSocialmedia

News/Media ClosedSocialGroupslndustryAnalysts&Experts

RakutenInsightGlobalxTotemSurvey,Jun’25(Asia:n=3,813,India:n=543)

SOCIALCOMMERCEENTHUSIASM

Index

28

26

INDIA

HIGH

LOW

Average

lNFLUENCERPROFlLE&lMPACT

BROADLYPOSITIVESENTIMENT

TOWARDSINFLUENCERSOFALL

TYPES.MICRO&NANOINFLUENCERSAREMOREEFFECTIVEININDIATHANOTHERMARKETS.INFLUENCERS

ALSOHOLDABOVEAVERAGEINFLUENCEATALLPURCHASESTAGES.

INFLUENCERS’IMPACTONPURCHASEJOURNEY

Ratedasahigh-impactactivity

lndia

AsiaDiscovery

Consideration

Purchase

INFLUENCERS’IMPACTONPURCHASEDECISION

“Pleaseratetheimpacteachtypeofinfluencershaveonyourpurchasedecisions”

CONSUMERS

Celebrities

Megalnfluencers

Macrolnfluencers

Microlnfluencers

Nanolnfluencers

%ofnegative%ofneutral%ofpositive

RakutenInsightGlobalxTotemSurvey,JunJ25(Asia:n=3,813,India:n=543)

REASONSTOBUYFROMlNFLUENCERS

REASONSTOBUYFROMINFLUENCERS

“PleaseselecttheTop3reasonswhyyouwouldBUYorNOTBUYsomethingfromaninfluencer/affiliate?”

DEMONSTRATIONSANDPRIVACYMATTERMOST,BUTDEAL-SEEKINGANDQUALITYCONCERNSARE

BARRIERS

Wantingtobeliketheinfluencers,andseekingforpeeracknowledgementover-indexheavilyfortheIndianmarket.Indicatingtheconsumerslookinguptoinfluencersforinspirationandtheirvaluein

creatingacommunity.

Makesmefeelclosertotheinfluencerthemselves

TrustthemtopresentqualityproductsGottoseetheproductdemonstration(and/orseeitmodeled)

MakesmefeelmoreapartofacommunityGivesmeagoodstoryforfriends

Givesmeícred’

HelpsmefiltertheproductsthatareclosertomyinterestTrusttheyareo仟eringagooddeal

REASONSNOTTOBUYFROMINFLUENCERS

No“native”paymentsystem

IndiaAsia

CONSUMERS

Toomanystepstocompletepurchase

Don’ttrustthequalityofproductstheyo仟er WouldwanttosearcharoundtogetthebestpossibledealsConcernedaboutthesafetyorprivacyofmyinformationprovided

Noloyaltyprogram(points/membership)

RakutenInsightGlobalxTotemSurvey,Jun’25(Asia:n=3,813,India:n=543)

DoublecheckNumbers

7

THEBRAND-SIDEVIEW

From

BRAND&MARKETING

MANAGERS

InstagramandYouTubeleadininfluencermarketing

withasocialanchor;WhatsAppaddsautility/

messaginglayer;FlipkartandMeeshoprovide

marketplacereachwithconversionfocus.

WHATSIZEOFINFLUENCERDOYOUUSEPERCHANNEL?

Celebrities

Micro-Influencers(KOC)Mid-SizedKOLsLargeKOLs

Instagram7

YouTube6

WhatsApp5

Flipkart4

Meesho2

Totalsreflectthenumberoftoprankedvotesgivenforinfluencertype,perchannel.Respondentsonlygaverankingsonchannelstheyuseinfluencerswith/for.

Mid-sizedµcreatorsdominate;celebrityactivationsare

relativelysparse.

TOPRANKEDGOALFORINFLUENCERS,BYCHANNEL

Awareness(Discovery)Consideration(Image)Conversion(Sales)Post-Purchase

Instagram/YouTubeleantoawarenessand

consideration,withsomesalesviacreatorsand

affiliatelinks;WhatsAppenablesmid-/lower-funnel

nudgesandservice,supportingconsideration&

post-purchaseactivities;FlipkartandMeesho

concentrateonconversion.Di仟erentchannelsworks

togethertosupportafullfunnelreach.

Instagram7

YouTube6

WhatsApp5

Flipkart4

Meesho2

Source:TotemMedia“Brand”SurveyonInfluencersn=54

REGIONALANALYSIS-INDIA

“PleaseselecttheTop3channelswhereyouconsumeinfluencercontentforeachcategory.”

CONSUMERS

TOPPLATFORMSFORINFLUENCERCONTENTFacebookYouTubeTikTokInstagramXPinterestWhatsAppSnapchat

YouTubeistheleadingplatformacrossmostcategories,withespeciallyhighusageinFashion,Food&Beverage,Movies&OtherOnlineContent,andCars.Instagramfollows,excellinginFashion,Beauty,andTravel.Facebookmaintainsstrong

presence,withengagementaround50%acrosscategories,peakinginFashionandTravel.WhatsAppshowsnotable

secondaryuse,particularlyinFood&BeverageandElectronics&Appliances.Otherplatforms—TikTok,X,Pinterest,andSnapchatseelowerengagement.Overall,YouTube,Instagram,andFacebookdominateinfluencercontentconsumption.

2

C

Eletronics&Appliances

$11.1B

-4.6%

Food&Beverage

$18.3B

+11.4%

OnlineContent

$6.93B

+16.5%

VideoGames

$3.17B

+15.3%

SportsGear

$3.9B

+20%

Cars(Auto)

$7.45B

+4.5%

Travel

$63.2B

+12.5%

Beauty

$2.83B

-2.4%

Fashion

$14.7B

-2.4%

ECOMSPEND (USD)

023-24HANGE

RakutenInsightGlobalxTotemSurvey,Jun’25(India,n=543)EcommerceSpend:WeAreSocial/Meltwater

LIVESTREAMING

TOPLIVESALESCHANNELS

INDIA

80%

OFCONSUMERSIN

INDIAHAVE

WATCHEDAND/OR

BOUGHTFROMA

BRANDLIVESTREAM.

COMPAREDTOTHE

ASIAAVERAGEOF

84%

MOSTVIEWEDLIVESSALESCHANNELS

“Wherehaveyouwatchedlivesaleinthelast12months?”

TikTokShop

Flipkart

YouTubeLive

EXPERIENCEWITHLIVESTREAMCOMMERCE

“Haveyouwatchedlivestreamsinthepast12months?”

Megalnfluencers

Macrolnfluencers

Microlnfluencers

Brands

Celebrities

NotWatchedorBoughtWatched,notboughtWatched&Bought

RakutenInsightGlobalxTotemSurvey,Jun’25(India,n=543)

SURVEY&RESEARCH

ABOUTTHE

RESEARCH&REPORTS

ASIAINFLUENCERSURVEYS

METHODOLOGY

WithanticipatedincreasesinsocialcommerceandinfluencermarketingacrossAsiafor

2025/26,Totemsoughttobetterunderstandcurrentperceptionsandusageacrosskey

marketsintheregion(andinIndia).The

highlightofthisreportisthecomprehensivereviewofconsumersacrossAsia(n=3,813)-surveyresultsprovidedbyRakutenInsightGlobal.

BRANDSURVEYCONSUMERSURVEY

(INDIA)N=7(INDIA)N=543

ThebrandsurveywasconductedinJuly2025byTotem:

TotalSampleSize(n=):54

Theprofileofbrand-siderespondentisthatofasenior(MarketingDirector,CMO),covering

multipleregions/countriesacrosstheregion.

Therespondentscoveredarangeofindustries

including;fashion,beauty,gaming,travel,autoandelectronics.

3,3

TheconsumersurveywasconductedinJuly2025byRakutenInsightGlobal,coveringthefollowinggroupsacrossAsia:

TotalSampleSize(n=):3,813

SevenCountriesCovered:China,Japan,S.Korea,Indonesia,Philippines,Thailand,India

GenderAim50:50:1,848female,1,965male

GenZ(16-28yrs)=25%

Millennials(29-44yrs)=25%GenX(45-60yrs)=25%

Boomers(61-79yrs)=25%

SurveyDataBy:

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INDUSTRYREPORTONINFLUENCERSINFASHION

COUNTRYREPORTONINFLUENCERSININDIA

INDUSTRYREPORTONINFLUENCERSINFASHION

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CHRISBAKER

BUSINESSSTRATEGY-ASIA

DAVEWONG

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CREATIVESTRATEGY-ASIA

SUMMERFENG

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PAIGENI

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