1. Introduction: Understanding the Shift in Lead Gen with Influencers

In 2025, the way brands generate leads has undergone a radical transformation. The days of cold emails and clickbait ads are behind us. Today, influencers drive conversations, trust, and conversions, especially in a digital-first market like India. Our exclusive survey of 300 marketers across industries revealed a unanimous shift in preference toward influencer marketing lead generation, with brands prioritizing creators who can build deeper engagement. When asked about the best influencer types for lead, more than 74% of marketers preferred a specific type over others.

Notably, the rise of content creators for conversion over just reach-focused influencers is a key trend emerging from the survey. This article breaks down the survey findings, expert insights, and data-driven analysis to help you decide which influencer types are best for lead generation.

Let’s explore the key types, insights, and real-world strategies, all while keeping India’s dynamic digital landscape in focus.

2. Survey Snapshot: What 300 Indian Marketers Revealed

2.1 Survey Demographics and Objective

The survey was conducted between May and June 2025 across 300 marketing heads, CMOs, and brand managers in India. Respondents represented a wide range of industries, including D2C, SaaS, FMCG, EdTech, and Fintech. Out of the total, 54% were from B2B marketing roles, while the remaining 46% represented B2C and D2C verticals. The primary objective of this survey was to identify the top influencer types that actually drive meaningful lead generation.

2.2 Top-Line Findings

The survey uncovered some game-changing insights. A significant 87% of marketers stated that micro-influencers provided higher quality leads compared to celebrities (Influencer Marketing Hub). Furthermore, 64% of marketers said they preferred influencers with niche expertise over those with mass entertainment value. Another important statistic revealed that 58% of brands had already executed performance-based influencer campaigns in the last 12 months. Interestingly, only 21% of marketers trusted macro-influencers for high-intent lead conversions. These numbers clearly indicate a transition in the industry’s focus — from reach to results.

3. Types of Influencers That Excel at Lead Gen

3.1 Micro-Influencers: The ROI Powerhouses

Micro-influencers, who usually have between 10,000 to 100,000 followers, have proven to be the best influencer types for lead. They often engage closely with their community, and their followers genuinely trust their recommendations. Their content feels more personal, creating a higher emotional connection with the audience.

According to our survey, micro-influencers offer around 60% higher engagement rates than their macro counterparts. This engagement translates directly into higher conversion rates. Additionally, micro-influencers are cost-effective, allowing brands to run multiple small-scale campaigns simultaneously instead of investing heavily in one celebrity. As a result, the micro-influencers vs macro-influencers debate is quickly fading, with micro-influencers emerging as clear winners for lead generation.

3.2 Nano-Influencers: Hidden Gems for Niche Lead Funnels

Nano-influencers, with fewer than 10,000 followers, are often overlooked but highly effective in niche marketing. Their content may not reach as many people, but it reaches the right people—those who care deeply about the subject matter. For hyperlocal and regional campaigns, especially in Tier 2 and Tier 3 cities, nano-influencers are invaluable.

In our study, campaigns involving nano-influencers saw conversion rates as high as 18%, particularly in the fashion, beauty, and food categories. These influencers are also great at creating UGC videos, which brands can repurpose for various platforms. Their limited brand associations mean they offer genuine attention and loyalty, making them an excellent choice for performance-based influencer campaigns.

3.3 Expert Creators & Thought Leaders

Expert creators like doctors, lawyers, tech founders, and educators are gaining ground in the influencer space, particularly in the B2B sector. These influencers combine subject-matter authority with content creation, making them extremely trustworthy.

They are especially effective for campaigns involving gated content like eBooks, webinars, and product demos. Their followers are typically decision-makers or professionals, making them ideal for B2B influencer engagement. Whether it’s explaining complex software or offering deep industry insights, these creators influence purchasing decisions at a higher level.

3.4 Influencers in User-Generated Content (UGC) Campaigns

With growing fatigue around polished, overproduced brand content, user-generated content is proving to be a game-changer. Influencers participating inUGC campaignscreate more relatable, down-to-earth content. These influencers also contribute to performance-based influencer campaigns where results matter more than reach.

Brands are increasingly turning to influencers who can provide high-quality UGC, which they then amplify using paid ads. This not only extends reach but also builds trust, offering social proof in marketing. According to our survey, influencer-driven UGC videos deliver much higher conversion rates than traditional advertising.

4. What Makes an Influencer Great for Lead Gen?

4.1 Engagement Over Vanity Metrics

Today’s brands understand that likes and views are not enough. What matters more are deeper metrics like click-through rates, discount code redemptions, and lead form submissions. Our survey showed that 68% of marketers now evaluate influencer success based on lead pipeline impact. Engagement metrics such as comments and saves are also gaining importance. These actions indicate genuine interest and signal that the audience is ready to convert. As a result, brands now prefer content creators for conversion rather than those focused only on aesthetics or follower count.

4.2 Audience Relevance and Intent Matching

It’s not just about the influencer but also their audience. The match between the influencer’s followers and your target audience determines campaign success. B2B brands, for instance, seek out LinkedIn thought leaders. In contrast, beauty and fashion brands look for Instagram creators, and SaaS companies prefer YouTubers who explain complex tools. This alignment ensures that influencer marketing lead generation campaigns are not wasted on an irrelevant audience. The whole truth is that relevance beats reach every single time.

4.3 Authentic Storytelling Through UGC Videos

Today’s digital audience craves real stories, not polished scripts. Influencers who share personal experiences, product usage, and transformation stories often see higher conversions. UGC videos have the raw, unfiltered feel that resonates with viewers.AI UGC, which combines artificial intelligence and real human input, allows brands to scale these stories while retaining authenticity. Hobo.Video campaigns have shown a 32% increase in lead generation when incorporating such videos. The power of storytelling cannot be underestimated when it comes to turning interest into action.

5. Industry-wise Trends in Influencer-led Lead Gen

5.1 B2B Tech and SaaS Brands

For these industries, influencer-led lead generation focuses on long-form, informative content. Expert creators guide viewers through product demos, thought leadership, and webinars. LinkedIn and YouTube are the most effective platforms here. These brands are not just looking for leads, but qualified leads, which expert influencers are well-positioned to deliver.

5.2 D2C and E-commerce Brands

This segment thrives on visual appeal and customer trust. Nano and micro-influencers are often used to target regional audiences. Their content is then repurposed into product pages, improving conversion rates. These brands also leverage influencer reviews and testimonials as social proof in marketing, thereby boosting sales.

5.3 Fintech and Education Startups

These sectors require influencers who can simplify complex information. They use performance-based influencer campaigns to drive measurable outcomes like sign-ups or app downloads. Influencers here often use data-backed storytelling and case studies, making the campaigns more compelling and trustworthy.

5.4 Health, Wellness & Beauty

In this category, influencers who showcase real transformation stories generate strong leads. Whether it’s skincare results or fitness journeys, authenticity is key. Our survey found that using top influencers in India in these segments led to 22% higher lead conversion.

6. The Best Platforms to Source Influencers for Lead Gen

6.1 Instagram and YouTube

These platforms are ideal forD2Cand product-based campaigns. They allow for highly visual storytelling and support UGC video formats. Influencers here can create tutorials, reviews, and day-in-life content that drives conversions.

6.2 LinkedIn and Twitter

For B2B brands, these platforms are goldmines. They host professionals, decision-makers, and industry leaders. Influencers here often share insights, lead thought-provoking discussions, and drive users toward gated content like webinars and case studies.

6.3 Platforms like Hobo.Video

Hobo.Video, one of the top influencer marketing companies in India, provides access to over 2.25 million creators. It combines AI influencer marketing with human strategy to match the right creators to your lead gen goals. With curated influencer lists, UGC capabilities, and performance tracking, it is widely considered the best influencer platform in the country. Many brands prefer it because it reduces guesswork and increases ROI.

7. Case Study: How Hobo.Video Helped a D2C Brand Generate 8X Leads

In early 2025, a premium organic skincare D2C brand approached Hobo.Video with a challenge — their lead generation efforts via paid ads were plateauing, and influencer partnerships had brought inconsistent ROI. They needed a data-backed influencer strategy that could scale their lead acquisition without drastically increasing their ad spend. That’s where Hobo.Video’s influencer marketing expertise came in.

The campaign kicked off with a deep influencer-type audit. Rather than opting for celebrities or macro influencers, Hobo.Video recommended a focused group of micro and nano influencers who had tight-knit, loyal audiences interested in natural beauty and sustainable self-care. These influencers weren’t just content creators — they were product users who believed in the brand’s mission.

The campaign ran for 6 weeks across Instagram Reels, Stories, and LinkedIn posts — highlighting real results, tutorials, and behind-the-scenes usage of the brand’s products. Hobo.Video’s unique lead-gen funnels — using personalized influencer landing pages with UTM tracking and form integration — allowed real-time lead attribution.

Results exceeded expectations. Compared to the brand’s earlier influencer efforts, leads increased by 8X, with a 43% lower cost per lead. Interestingly, 78% of leads came from micro-influencers alone, proving the power of authentic content over follower count. This case proved that when influencer type is matched to audience intent and platform behavior, performance scales naturally.

8. Summary: Top Tips to Identify the Best Influencer Types for Lead

1. Choose micro or nano influencers for authenticity and engagement.
2. Measure conversions — not likes.
3. Opt for creators producing UGC videos.
4. Collaborate through performance-based influencer campaigns.
5. Match influencer audience to your lead intent.
6. Use platforms like Hobo.Video to scale faster.
7. Ensure your creators offer social proof in marketing.
8. Don’t fall into the trap of choosing influencers by follower count alone.

Before you go,read hereto explore the top 12 AI lead generation tools for 2025.

About Hobo.Video

Hobo.Videois India’s leading AI-powered influencer marketing and UGC company. With over 2.25 million creators, it offers end-to-end campaign management designed for brand growth. The platform combines AI and human strategy for maximum ROI.

Services include:

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

Trusted by top brands like Himalaya, Wipro, Symphony, Baidyanath, and the Good Glamm Group.

Smart brands choose creators who break the mold.Join us and run your next campaign.
Influencer life is different when you’re backed by the right crew.Let’s grow.