Influencer ‘monogamy’ comes at a cost: Brands face 40–80% premium for exclusivity as creators play the field

A recent report reveals that brands in India are facing a 40-80% premium for exclusivity when partnering with influencers, as creators increasingly prefer to work with multiple brands rather than committing to a single partner. This shift towards 'non-monogamy' in influencer marketing is driven by creators' desire to maximize their earnings and maintain their independence.

The trend has significant implications for social commerce, as brands must now weigh the benefits of exclusivity against the potential costs. As influencers continue to play a crucial role in shaping consumer behavior, brands will need to adapt their marketing strategies to accommodate the changing landscape of influencer partnerships. This may involve exploring new formats, such as short-term collaborations or product-specific partnerships, to reach their target audiences effectively.