A recent Kantar study assessing 1,350 digital ad campaigns in India found that content created by influencers holds audience attention for an average of 17.8 seconds 2.2 times longer than traditional digital ads, which average just 7.9 seconds. Furthermore, influencer content enjoys 1.4 times higher viewing duration overall, demonstrating its superiority in capturing and maintaining viewer interest.

Trust is a major driver behind this trend. According to Kantar, 76% of consumers trust influencer recommendations more than traditional advertisements, with 67% of Indian consumers expressing greater faith in influencers’ endorsements. As a result, influencer marketing not only boosts initial engagement but also significantly improves mid-funnel metrics like brand perception, affinity, and purchase intent by 10 -15% compared to branded content.

However, Kantar notes that while influencers excel at generating short-term sales impact, they tend to fall short on long-term brand-building and sustained equity. Analysts point out that inconsistent association and weaker brand recall remain challenges.

Kantar representatives, including Soumya Mohanty and Prasanna Kumar, advise brands to harness influencer content for its agility and relatability, while also integrating it strategically within broader campaigns to ensure enduring brand equity.