Creator economy attracts 15 to 25 per cent of brand marketing budgets, says IIGC

MUMBAI: Influencers are no longer just making noise on social media; they are increasingly expected to move the needle on business. The Indian Influencer Governing Council (IIGC), citing a survey of more than 100 brands and marketers, says 15 to 25 per cent of brand marketing budgets are moving towards the creator economy, reflecting a shift in how businesses approach influencer-led campaigns.

Creators are increasingly being treated as strategic partners rather than simply promotional voices, with brands looking to them to build consumer trust, influence purchase consideration, drive conversions and support business objectives. Their role is expanding across product launches, market expansion, customer acquisition and e-commerce growth, with greater emphasis on measurable outcomes than on views, likes and reach alone.

The industry is also moving away from isolated influencer campaigns towards sustained collaborations. Longer-term relationships can help creators develop a deeper understanding of a brand, communicate its message more consistently and build stronger connections with audiences.

For brands, the approach offers an opportunity to build credibility over time and assess the cumulative impact of creator-led communication, rather than judging success by the performance of a single post.

Creator marketing is also increasingly intersecting with performance marketing, consumer insights, community building and commerce. Advances in data, technology and measurement are helping brands identify relevant creators, understand audience behaviour and align campaigns more closely with business goals.

IIGC chairman Sahil Chopra said the creator economy was entering a defining phase, with the focus moving beyond follower counts and engagement metrics towards solving business challenges.

“The opportunity is no longer just about followers, views or likes; it is about solving real business problems,” Chopra said, pointing to the role of creators in building trust, driving consideration, encouraging trials and delivering measurable growth.

He added that long-term relationships, credible influence and measurable impact would shape the next phase of creator marketing.

As India’s creator economy matures, transparency, professional standards, responsible practices and robust measurement are likely to become increasingly important to its sustainability.

IIGC aims to bring brands, agencies and creators together to strengthen credibility, accountability and impact across the industry.

The shift in budget allocation points to a broader change in how brands assess influence. The value of a creator is increasingly being measured not simply by how many people see a post, but by whether that attention translates into stronger consumer relationships and business results.