Kantar Study Reveals 67% of Indians Trust Influencers Over Traditional Ads

Kantar’s new study shows that most Indians trust influencer recommendations more than traditional advertisements. With influencer content outperforming digital ads in favourability, association, and purchase intent, brands are urged to focus on quality and authenticity. However, for long-term brand equity, a balanced approach is still essential.

Trust is Shifting: Indians Prefer Influencers Over Traditional Ads

According to a report by Kantar, 67% of Indian consumers trust influencer recommendations more than traditional advertisements. An additional 26% say they prefer influencer content, but with caution about who they follow. This shift significantly changes how Indian audiences engage with branded content online. The study highlights how influencer content has carved a unique space in digital marketing, especially in a country where personal recommendations still hold immense value.

What Makes Influencer Content Work?

Influencer content has a distinct strength, it makes brands feel personally relevant without the heavy-handedness of traditional advertising.

Says Prasanna Kumar, Regional Creative Lead, Insights Division, Kantar.

This kind of content feels more real, relatable, and direct. Unlike traditional ad formats that often sound overproduced or distant, influencer content connects emotionally, bringing the product into the viewer’s everyday life.

Also Read: Social Panga launches The Viral Union for Influencer Marketing

The Numbers Say It All

Kantar reveals that influencer campaigns are performing better than many digital ad formats in key metrics:

• Brand Favourability: 15% for influencer content vs 12% for traditional digital ads
• Brand Association: 11% vs 9%
• Purchase Intent: 10% vs 9%
• Short-term Sales Impact: 57% probability from influencer content

These figures show that influencer content connects emotionally and drives action, especially in the lower and mid-funnel stages of the marketing journey.

Quality Over Quantity in Influencer Marketing

Soumya Mohanty, managing director and chief client officer of South Asia, Insights Division, Kantar, stresses that reach alone is no longer enough.

Also Read: Power of Influencers & The New Age B2C Marketing

The Limitations: Long-Term Brand Equity Still a Challenge

Despite the clear advantages, influencer content isn’t a perfect solution. Kantar’s report mentions that while it works well for short-term sales and engagement, it’s slightly less effective in building long-term brand equity than other digital formats.

This means brands shouldn’t rely solely on influencers. Instead, a balanced marketing approach that includes influencers as part of a broader digital strategy is key.

Influencer Content Gains Ad Equity

Reflecting growing credibility, influencer content saw a 5-point rise in ad equity from 2023. It now sits in India’s top tier of trusted digital formats, just behind e-commerce ads (+7 points) and online display ads (+6 points).

This surge shows how rapidly influencer content is becoming mainstream, not just among users but also in the eyes of marketers and media planners.

Start Influencing, Not Just Advertising

In a market like India, where word-of-mouth still drives decisions, the lesson is clear: Don’t talk at your audience; talk with them.

Brands that want to connect must move beyond flashy campaigns and embrace storytelling that feels personal, authentic, and grounded. As the digital space gets louder, those real voices cut through the noise and create real impact.