Level up your influencer marketing campaign management. Find out how to choose the right one to ensure your brand’s success with ease.
Our industry Influencer marketing is no longer a trend in India; it’s an industry. With an expected market size of ₹3,500 crore in 2025, Influencer Marketing is a must-do strategy not limited to D2C brands, but also for Consumer Companies, Tech Start-ups, and even B2B companies.
A recent Influencer Marketing Forecast 2023 report published by agency holding company GroupM found that over 80% of Indian marketers plan to increase their influencer marketing budgets this year. Influencer marketing isn’t the silver bullet it appears to be at times.
Even when influencer marketing offers stellar ROI ($5.78 in return for each dollar spent, as per some research, influencer marketing works 11x better than other digital ads), the platform you choose will determine everything about how successful you are.
While each of these platforms has its unique features and purposes, they can all be used to accomplish the most important piece, reaching varied formats and audience segments. Some are better for brand awareness (i.e., upper funnel), some for engagement, and some for lead generation (i.e., lower funnel).
Here, we cut it down to the 5 best influencer marketing platforms in India — Not external software providers or agencies, but the actual social channels where your influencer campaigns need to be flourishing.
But before that,
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1. Instagram – The Uncontested Sovereign of Influencer Marketing in India
At over 400+ million social media users per month in India alone, Instagram remains the default starting point for influencer marketing. From nano influencers (1K–10K followers) to mega celebrities (1 M+), the ecosystem is home to a treasure trove of creators across all niches, from fashion, beauty, tech, food, fitness, to finance.
Instagram Reels is the main engine of virality and now accounts for more than 60% of influencer campaign formats in India. In fact, per Meta, Reels receive 2x the engagement compared to other content types. Brands that consistently execute influencer-led campaigns on Instagram experience up to a 20% boost in website traffic and up to a 35% lift in brand recall compared to paid ads alone.
Instagram’s creator tags, affiliate links, in-app shopping, and collaborative posts make it an all-in-one platform for brand-influencer collaboration and conversion tracking.
Furthermore, to simplify campaign management, brands have the Meta Business Suite at their disposal, which centralizes analytics, content scheduling, and advertisement creation support.
You can track performance in real-time—reach, impressions, profile visits, saves, and if you have conversion tracking enabled, conversions as well. Influencers don’t need an extra step either, as they too have access to their own Creator dashboards, making data-sharing frictionless.
Today, in 2025, Instagram continues to be the influencer platform of choice for brands looking to reach Gen Z and millennials through short-form, captivating video.
2. YouTube – Long-Form Impact Larger Than Any Other Platform, Thanks to Engagement and Search Functionality
YouTube is not only India’s most powerful long-form influencer marketing platform. It’s the second most-used search engine in the world after Google itself.
YouTube, which has over 500 million monthly active Indian users, is arguably the most effective platform in terms of reach for targeting urban Indian millennials and digitally savvy audiences. Indeed, more than 70% of Indian consumers say they trust YouTube product reviews and how-to videos more than traditional advertisements.
That’s why tech, education, finance, and lifestyle brands are turning to YouTube creators more and more to create explainer videos, unboxings, and brand storytelling.
That’s all, primarily since YouTube content usually has a longer shelf life than whatever you put out on Instagram or Facebook. The benefit here is that once a video is optimized, it can go on to drive organic traffic and valuable leads for years into the future.
Influencer campaigns here generate 3x the average watch time and 2x the brand engagement rates compared to typical 30-second ad formats. Through YouTube’s BrandConnect program, brands can be matched with the ideal creators, design effective campaigns, and monitor campaign performance, including KPIs like average view duration, click-through rate, and comment rate.
YouTube’s integration with the entire Google Ads environment allows for incredibly granular retargeting of influencer video viewers, providing even more campaign ROI potential.
Advertisers boast conversion lifts of up to 40% when combining YouTube influencer video content with Google retargeted advertising campaigns. If your brand has an interesting story to share, a product that needs a how-to video, YouTube is where brand trust is built and purchase decisions are ultimately made.
3. Facebook – Yet More Continuing Driving Mass Reach & Regional Power
Despite Instagram and YouTube gaining momentum, Facebook continues to rule the roost on the Indian influencer market, especially in Tier 2 and Tier 3 cities. Having more than 300 million active Indian users, Facebook provides massive reach and is one of the best social media platforms for brands that wish to reach current and prospective customers who predominantly speak regional languages and the older age group.
Impact creators on FBContent pages, rich media, groups, and live streamers that already dominate niches as narrow as parents, educators, health, politics, and hyper-local community news.
Campaigns like the one above on Facebook only work at scale when they’re channelled through highly specialized micro-communities on the platform or with creators who’ve built that natural devotion over the years.
Facebook Live continues to be one of the most effective platforms for spontaneous announcements and live product walkthroughs. Engagement rates can even skyrocket past 4.3%, making it even more fantastic than regular video posts.
Combined with the platform’s Commerce Manager, Meta Creator Studio, and powerful advertising backend, marketers will be able to boost influencer posts, retarget viewers, and drive immediate purchases through integrated shops.
With 30% of rural mobile users naming Facebook as their preferred social media platform, it remains a key part of any Indian influencer marketing strategy, especially for brands providing multilingual content or brands focusing on the local community.
4. Moj & Josh – Short-Form Video Titans Fueling Bharat’s Creator Economy
With TikTok eliminated from the market, India’s homegrown short-video applications, particularly Moj and Josh, boomed, quickly filling the vernacular content void.
Put together, these platforms have more than 300 million monthly active users — mostly in India’s non-metro cities, and in regional languages such as Hindi, Tamil, Telugu, Malayalam, Bengali, and Marathi.
To brands that want to run high-volume campaigns to smaller creators and regional creators, these platforms are the holy grail.
Moj tells us they have more than 80 million content creators, and Josh says their creators produce more than 2 billion video plays per day. These platforms allow for branded challenges, effects, music integrations, and even local trend amplification.
This is perfect for FMCG brands, music promotions, OTT platforms, and festive season campaigns. We’ve found that engagement on these regional influencer videos is 20–30% higher than what we see on national campaigns because they lack cultural relevance, familiarity, and local appeal.
Moj and JOSH go a step further by providing brands with specialized collaboration teams, facilitating tailored campaigns, creator matchmaking, and in-depth analytics. Brands that have utilized these platforms have seen 3x higher return on investment, especially in non-metro areas, than the equivalent spend on Instagram. If your target audience is in “Bharat,” not just “India,” these Indian influencer marketing platforms are key to your strategy.
5. India’s Growing B2B Influencer Marketing Capital – LinkedIn
LinkedIn might not be the first platform that comes to mind when you think of influencer marketing, but in the Indian context, it’s fast emerging as a go-to platform for B2B brands and professional services campaigns. LinkedIn counts more than 110 million Indian users and is a popular tool among Indian founders, CXOs, HR leaders, as well as working professionals across a myriad of industries. By 2025, LinkedIn creators, who are more commonly known as “thought leaders,” will be allowing companies to establish trust, increase recruitment, introduce new products, and even close deals faster.
LinkedIn is the most trusted social platform, with 2x higher trust levels than the next social platform, according to Edelman’s Trust Barometer. Creator’s home grows.
Creators here produce carousels, long-form posts, industry commentary, and personal stories that develop credibility and community. Brands in fintech, SaaS, edtech, and healthtech are more than ever leaning on these voices to add a core sense of humanity to their products. Campaign results reveal that content-led B2B influencer posts on LinkedIn drive up to 5x CTR vs direct ads.
Given the platform’s features for newsletters, LinkedIn Live, and invite-only audio rooms, the platform has turned into a haven for influencer-brand partnerships in the professional world. Plus, you can effectively run sponsored collaborations with company size, job function, industry, and decision-making authority targeting, so your campaign isn’t just going for eyeballs, but the right eyeballs. For thought-leadership-driven content, LinkedIn is soaring up the list of India’s best influencer platforms.
Takeaway:
1. Prioritize Platform Over Influencer Selection.
2. Choose the Right Platform, Not Just the Right Influencer
In 2025, the key to an effective influencer campaign in India isn’t only who you partner with, but where you’re doing it. Instagram reigns supreme in all things lifestyle-driven storytelling. YouTube cultivates long-term trust with valuable content. Facebook is still incredibly effective at a regional and community-first campaign level. Moj and Josh allow brands to catch fire in India’s heartland. At the same time, trust, expertise, and hyper-targeted reach are defining B2B influence led by the change-making engine that is LinkedIn.
Each of these leading influencer platforms carries its strengths to the table — engagement, scale, longevity, or professional credibility. So, which one should you choose?
It all comes down to your product, your audience, and what you’re trying to achieve with your marketing. As a brand, you need to make sure you’re matching your strategy with not only the influencer but the platform’s native strengths and content culture.
So, if you’re launching a new fashion brand in Delhi, a new fintech app in Bangalore, or a new edtech startup in Lucknow, begin your journey where your potential customers reside.
Though these platforms are content destinations, they are equipped with data-backed influencer marketing tools that help you scale trust, drive conversations, and convert attention into action.
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