Influencer marketing is becoming big advertising’s next infrastructure play

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TL;DR:

Influencer marketing is becoming core marketing infrastructure, not a campaign add-on. In India, rapid market growth, long-term brand-creator partnerships, and weak creator monetisation are pushing agencies and platforms to build systems for discovery, trust, pricing, measurement, brand safety, and commerce-linked performance.

Article:

Influencer marketing is moving from campaign add-on to core marketing infrastructure, with large advertising holding companies building or buying creator platforms to control talent discovery, measurement, commerce and brand safety. The shift matters because creators are no longer just awareness drivers; they are becoming distribution channels, trust builders and sales engines.

India is a clear test market. The country’s influencer marketing industry was estimated at ₹3,600 crore in 2024 and is forecast to grow 25% in 2025, according to the India Influencer Marketing Report 2025 by a leading social-first influencer marketing agency. The same report says 72% of brands prefer long-term influencer partnerships, signalling a move away from one-off paid posts toward managed creator ecosystems.

The wider creator economy explains the urgency. A global consulting firm estimates India has 2–2.5 million active digital creators, influencing more than $350 billion in annual consumer spending today and potentially over $1 trillion by 2030. Yet only 8–10% of creators effectively monetize their content, leaving a large infrastructure gap for agencies, platforms and brands to fill.

Global networks are already moving in that direction. One of the largest communications and marketing networks in the world acquired a global leader in influencer marketing in 2024, citing its AI-powered platform, more than 100 billion data points and network of over 3.5 million creators. In 2025, it acquired an end-to-end influencer marketing platform, adding access to a 15 million-creator network and social commerce tools.

For brands, the next advantage will come from treating influencer marketing as a measurable operating system: verified creators, transparent pricing, accountable performance and commerce-linked outcomes. The creator boom will reward companies that build trust before they chase reach.