Economy of Social Media Influence on India

Economy of Social Media Influence on India

India’s social media economy has grown significantly, which is not surprising given the nation’s rapidly developing digital ecosystem and the extensive use of social media platforms. With more than 500 million active social media users and over 600 million internet users, India offers influencers a sizable market to exploit their online presence for financial benefit.

  • It has been estimated that a total of 25-30 Lakh social media influencers through various social media primarily including- YouTube and Instagram persist in India.
  • Out of the huge pool of 30 Lakh influencers, only 1.5-1.7 Lakh people have been granted monetization on their channels and content.
  • In the realm of social media influence, influencers are often categorized based on the size of their following and their reach:-

Nano Influencers: With usually a few hundred to a few thousand followers, nano influencers have a small but very active fan base. Approximately 20,000 to 30,000 nano influencers have monetized their account and earn somewhere between ₹10,000 to ₹35,000

Micro Influencers: Typically, micro influencers have between 10,000 and 100,000 followers, which is a higher following than that of nano influencers. Around 30,000 to 65,000 micro influencers earn via their accounts ranging around ₹15,000 to ₹55,000.

Macro Influencers: Macro influencers have a substantial following, typically ranging from 100,000 to a few million followers across various social media platforms. Macro influencers in India may earn around ₹50,000 to ₹5,00,000 per sponsored post, depending on their reach, platform, and level of influence within their respective industries.

Mega Influencers: Mega influencers are at the top tier of social media influence, with millions of followers and widespread recognition. They include celebrities, industry leaders, and social media personalities with immense reach and influence. The top social media personalities can earn anywhere from ₹5,00,000 to several lakhs or even crores per sponsored post, depending on their celebrity status and audience reach.