Between 15% and 25% of brand marketing budgets are moving towards the creator economy, according to an Industry Discussion Report by the Indian Influencer Governing Council (IIGC), based on discussions involving more than 100 brands and marketers.
The report identifies a shift in how brands approach creator-led marketing, with an increasing focus on long-term partnerships and measurable business outcomes rather than metrics such as views, likes and reach.
Creators are increasingly being integrated into broader business strategies, including product launches, market expansion, consumer acquisition and e-commerce growth, according to the report. Their role is also expanding beyond promotional campaigns to include building consumer trust and influencing purchase consideration.
The report highlights a move away from one-off influencer campaigns towards sustained collaborations. Such partnerships can help creators develop a deeper understanding of brands and communicate more consistently with audiences, while allowing businesses to assess the cumulative impact of their marketing efforts.
Creator marketing is also increasingly intersecting with performance marketing, consumer insights, community building and commerce. According to IIGC, advances in data, technology and measurement are helping brands identify relevant creators, understand audience behaviour and align campaigns more closely with business objectives.
Sahil Chopra, chairman of IIGC, said, “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.”
The report also identifies transparency, professional standards, responsible practices and measurement as key considerations for the creator economy as it develops. IIGC said it aims to bring brands, agencies and creators together to improve credibility and accountability across the industry.