Creator economy attracts 15 to 25 per cent of brand marketing budgets, says IIGC

The Indian Influencer and Gaming Council (IIGC) has reported that 15 to 25 percent of brand marketing budgets are being allocated to the creator economy. This significant investment highlights the growing importance of influencers and content creators in marketing strategies. The IIGC's findings suggest that brands are increasingly recognizing the value of partnering with creators to reach their target audiences.

The allocation of a substantial portion of marketing budgets to the creator economy underscores its potential for social commerce. As brands leverage influencers to promote products and services, social media platforms become essential channels for driving sales and revenue. The integration of e-commerce features on these platforms further enhances their commercial viability, making them critical components of social commerce ecosystems.