The creator economy in India is gaining a more strategic role in brand marketing. Influencer marketing in India is entering a more strategic phase. According to coverage of an industry discussion report by the Indian Influencer Governing Council (IIGC), 15–25% of brand marketing budgets are moving towards the creator economy. The report draws on discussions involving more than 100 brands and marketers.

The finding highlights how businesses are reconsidering the role of creators in their marketing strategies. Instead of treating influencer collaborations as occasional promotional activities, brands are increasingly exploring long-term partnerships, creator-led storytelling and measurable campaign outcomes.

However, the reported figure needs context. It should be attributed to the IIGC report rather than interpreted as a universal budget allocation for every Indian brand. For marketers, the bigger question is what this shift means in practice. How should businesses select creators, measure campaign performance and make better use of creator-generated content? Here is what the reported development reveals about the creator economy and the future of influencer marketing in India.

1. What the IIGC Report Means for the Creator Economy in India?

The IIGC report highlights the growing role of creators in brand marketing. According to its reported findings, 15–25% of brand marketing budgets are moving towards the creator economy. It also points to greater interest in longer-term creator partnerships and business-focused campaign measurement.

This matters because creator marketing is expanding beyond sponsored posts. Brands can work with creators to introduce products, explain product benefits, answer customer questions and build familiarity with specific audiences.

For example, a beauty brand might collaborate with creators to demonstrate a product, explain its application and address common customer concerns. Meanwhile, a consumer technology brand could use creator videos to explain product features or compare practical use cases.

Each format serves a different purpose. Therefore, the value of a creator campaign depends on its objective, target audience and execution—not simply the number of creators involved. The reported budget shift also makes campaign accountability more important. Marketing teams need to understand what their spending is intended to achieve and how they will evaluate the results.

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It is equally important to distinguish the report’s finding from a claim about every company. The 15–25% figure is attributed to the IIGC report; it does not establish that all Indian businesses allocate the same share of their budgets to creator marketing.

1.1 Why this development matters for Indian brands

The creator economy gives brands additional ways to communicate with audiences through personalities, communities and content formats that consumers already engage with. However, increasing investment alone does not guarantee better performance. Brands still need relevant creators, clear campaign briefs, suitable platforms and reliable measurement. Businesses that understand these requirements can make more informed decisions about where creator marketing fits into their wider strategies.

1.2 How this connects with earlier industry trends

The growing creator economy reflects a broader shift in how brands approach digital marketing. Businesses are increasingly exploring creator partnerships, user-generated content (UGC) and performance-focused campaigns to connect with their target audiences.

Hobo.Video has also explored these developments in its report on influencer marketing trends in India in 2026. The latest IIGC finding adds another perspective to this conversation by highlighting the reported movement of brand marketing budgets towards the creator economy. Together, these developments underline why brands need to focus on relevant creators, long-term relationships and measurable campaign outcomes.

1.3 Creator Marketing Is Moving Beyond Views and Likes

According to Sahil Chopra, Chairman of the Indian Influencer Governing Council (IIGC), as quoted in the IIGC industry discussion report coverage by AdTech Today, “Creator marketing is entering a defining phase. The opportunity is no longer just about followers, views or likes; it is about solving real business problems. From building consumer trust and driving consideration to accelerating trials and delivering measurable growth, creators are becoming strategic partners for brands. The future belongs to long-term relationships, credible influence and measurable impact.”

Creator marketing is 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 connect campaigns more closely with business objectives.

2. Why Are Brands Investing More in Influencer Marketing in India?

The reported budget shift comes amid changes in digital content consumption and brand communication. Several factors help explain why businesses are exploring creator-led campaigns.

2.1 Consumers want relatable product experiences

Traditional advertisements often present a carefully controlled brand message. Creator content can offer a more personal format by demonstrating how a product fits into everyday life. For instance, a food creator can demonstrate a recipe using a particular ingredient. A fashion creator can style an outfit for different occasions. A technology creator can explain a device’s features through a practical demonstration.

These examples give audiences more context about products and their possible uses. They can also encourage viewers to explore a brand further. Nevertheless, relatable content does not automatically create trust or generate sales. Audience relevance, content quality, transparent disclosures and the creator’s credibility remain important.

2.2 Short-form video creates more opportunities for storytelling

Instagram Reels, YouTube Shorts and other short-form video formats allow creators to communicate product information through demonstrations, entertainment and storytelling. A brand can test several approaches. One creator might demonstrate product features, while another explains a common problem the product addresses. A third might answer frequently asked questions.

This variety helps marketing teams understand which messages connect with their intended audience. However, businesses should select platforms and formats based on customer behaviour and campaign objectives. A trending format is not necessarily the best choice for every product or audience.

2.3 Marketing teams need evidence of business impact

Brands increasingly need to understand how their marketing activities contribute to business objectives. Creator campaigns can support this goal when teams define clear outcomes and measurement methods before launch.

An awareness campaign might track reach, video views and audience retention. A consideration campaign might measure qualified website traffic, saves and product-page visits. A performance-led campaign might use tracked links, discount codes and conversion data. The right metrics depend on the campaign’s purpose. Immediate sales are not the only possible outcome of marketing, but views and likes alone do not establish commercial value either.

A balanced measurement framework helps businesses evaluate creator campaigns more realistically.

3. From One-Off Promotions to Long-Term Creator Partnerships

One important theme in the IIGC report is the move towards longer-term creator partnerships. This approach can give brands more opportunities to build consistent messaging and evaluate creator performance over time.

A one-off collaboration may introduce a product to an audience. A longer partnership can explore different product features, demonstrate repeated use and answer questions that arise after the initial promotion. Consider a fitness brand working with a fitness creator. The first video could introduce a product, while a later collaboration demonstrates its use. Another video might address common questions or explain how the product fits into a routine.

Each piece of content serves a distinct purpose while supporting a consistent brand message. Longer relationships can also help brands understand which formats work best with particular audiences. However, duration alone does not guarantee results. Brands should review content quality, audience relevance, campaign performance and contractual terms throughout the partnership.

3.1 How brands can build stronger creator relationships

First, businesses should identify creators whose content and audiences align with their objectives. They should then agree on deliverables, timelines, compensation, disclosure requirements and content usage rights.

Next, brands should provide clear campaign briefs without controlling every creative decision. Creators understand their audiences and can often communicate product messages in a format that feels natural to their communities.

Finally, both parties should review performance and identify improvements for future campaigns. This process turns creator collaborations into a more structured marketing activity rather than a series of disconnected sponsored posts.

3.2 Why measurement needs to accompany long-term partnerships

Brands should establish performance indicators before a campaign begins. Depending on the objective, these could include qualified engagement, website traffic, conversions, content completion rates or audience sentiment.

Regular reviews can help teams determine whether a partnership continues to serve its intended purpose. They can also identify opportunities to refine messaging, creative formats or campaign timing. A long-term relationship should remain accountable to the brand’s objectives while allowing room for creative experimentation.

4. What the Creator Economy Shift Means for Small Businesses and UGC

The growth of creator marketing is relevant to businesses of different sizes. Smaller brands may not have the resources for expensive celebrity endorsements, but they can explore targeted creator partnerships that fit their budgets and goals.

4.1 Micro and niche creators can offer audience relevance

Smaller creators may have established communities around specific interests, locations or product categories. For brands targeting particular customer groups, this relevance can matter more than follower count alone.

For example, a regional food brand might collaborate with local food creators who understand the area’s preferences. A specialised beauty business could work with creators who regularly discuss its product category.

These are potential approaches, not guarantees of superior results. Brands should evaluate audience quality, content consistency, engagement patterns and commercial suitability before selecting partners.

4.2 User-generated content gives brands more creative options

User-generated content (UGC) is another important part of the creator economy. It includes content created by customers or commissioned creators in a user-style format.

Brands can use UGC-style videos for product demonstrations, tutorials, testimonials and paid social campaigns, subject to appropriate permissions and disclosure requirements. For example, a home-care brand might commission videos showing a product in everyday use. A fashion business could develop styling videos featuring different occasions or personal preferences.

These formats provide creative variety. Instead of relying on one advertising concept, brands can test different messages and learn which approaches best support their campaign objectives. However, brands must distinguish genuine customer opinions from commissioned endorsements. They should obtain appropriate usage rights, make required advertising disclosures and avoid presenting scripted content as an independent customer review.

4.3 How small businesses can begin

Businesses with limited budgets should start with a defined campaign objective instead of spreading spending across creators without a clear plan.

They can test a focused campaign to answer a specific question. Does product demonstration content attract qualified traffic? Does regional-language content improve engagement with the intended audience? Do creator videos help explain a product’s benefits?

The results can guide future investment. Businesses can then expand approaches that demonstrate value against their objectives. For further context on how creator marketing is evolving, read Hobo.Video’s article on The Creator Economy in 2025. The new IIGC finding adds a current industry perspective to that broader discussion.

5. How Brands Can Prepare for the Next Phase of the Creator Economy

The IIGC report gives marketing teams a reason to review how they plan, execute and measure creator campaigns. The following steps can help businesses make more informed decisions.

5.1 Audit existing creator spending

Review creator fees, production costs, campaign objectives and available performance data. Identify which activities support awareness, consideration, conversions or other business goals. This audit can reveal where spending aligns with results and where a different approach may be needed.

5.2 Match creators to the target audience

Evaluate audience relevance, language, content quality, engagement patterns and previous work. Avoid selecting creators solely because they have a large following. The objective is to identify creators who can communicate effectively with the intended audience and represent the brand appropriately.

5.3 Build a consistent content strategy

Plan creator collaborations around a clear campaign message. Different creators can explore different product benefits or customer questions without making every piece of content identical. Give creators accurate product information and clear requirements while allowing sufficient creative freedom.

5.4 Establish a measurement framework

Define campaign objectives, success metrics and reporting methods before publication. Where suitable, use tracked links, promotional codes or analytics integrations. Evaluate performance against the original objective rather than relying on a single headline metric.

5.5 Review results and improve future campaigns

After a campaign, evaluate what worked, what did not and what should change. Use those findings to refine creator selection, content formats, campaign timing and future spending. A structured review process helps brands learn from campaigns instead of treating each collaboration as an isolated activity.

5.6 How Hobo.Video fits into creator-led marketing

As brands explore creator marketing, they need practical ways to discover relevant creators, coordinate content and manage campaigns.

Hobo.Video is an influencer marketing and UGC platform that connects brands with creators for marketing collaborations. Businesses evaluating creator-led campaigns can explore platforms such as Hobo.Video to understand available creator discovery and campaign management options.

Before selecting a platform or agency, brands should review creator suitability, service capabilities, reporting processes, usage rights and campaign terms.

6. What Comes Next for Influencer Marketing in India?

The IIGC report points to a creator economy that is becoming more closely connected to brand strategy. Its reported 15–25% budget finding highlights the growing importance of creator-led initiatives in the industry discussion. The next phase will depend on how effectively brands turn investment into relevant content, meaningful audience relationships and measurable outcomes.

Long-term partnerships may give businesses more opportunities to build familiarity. UGC can provide additional creative formats, while better measurement can help marketing teams understand campaign performance. Still, no single creator, platform or content format guarantees success. Brands need to combine audience understanding, suitable creative execution and disciplined evaluation.

For marketers, the practical takeaway is clear: creator marketing should be planned around business objectives rather than treated as an isolated social media activity. As the creator economy develops, brands that approach partnerships strategically will be better positioned to learn from campaigns and make informed decisions about future investment.

Frequently Asked Questions

What does the IIGC report say about creator marketing budgets?

The IIGC Industry Discussion Report, based on discussions involving more than 100 brands and marketers, reports that 15–25% of brand marketing budgets are moving towards the creator economy. This figure should be attributed to the report and should not be treated as a universal allocation for every brand.

Why are brands investing in influencer marketing in India?

Brands are exploring creator marketing to build awareness, communicate product benefits, engage specific audiences and support purchase consideration. Campaign effectiveness depends on the objective, creator selection, content quality and measurement.

Are long-term creator partnerships better than one-off campaigns?

Long-term partnerships can support consistent storytelling and performance evaluation. However, they are not automatically more effective. Brands should assess audience relevance, content quality and campaign results throughout the relationship.

How can brands measure influencer marketing ROI?

Brands can define campaign objectives and track suitable metrics, including reach, engagement, website traffic, conversions or sales. Tracked links, affiliate codes and analytics tools can help connect campaign activity with outcomes, although attribution may not capture every influence on a purchase.

What is the difference between influencer marketing and UGC?

Influencer marketing generally involves creators publishing content to their own audiences as part of a collaboration. UGC refers to content created by customers or creators in a user-style format that brands may use on their own channels or in advertising with appropriate permissions. The approaches can overlap.

How can small businesses start using creator marketing?

Small businesses can begin with a defined objective, a realistic budget and creators whose audiences match their target customers. They should agree on deliverables, disclosures and content usage rights, then evaluate results before expanding the campaign.

About Hobo.Video

Hobo.Video is India’s leading AI-powered influencer marketing and UGC company. With a network of more than 2.25 million creators, it delivers end-to-end campaign management designed for brand growth. Moreover, the platform combines AI technology with human strategy to help brands reach their marketing goals.

Its services include:

• Influencer marketing
• UGC content creation
• Celebrity endorsements
• Product feedback and testing
• Marketplace and seller reputation management
• Regional and niche influencer campaigns

Additionally, leading brands such as Himalaya, Wipro, Symphony, Baidyanath, and the Good Glamm Group trust Hobo.Video.

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