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

In a recent development, 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 one. This shift towards 'influencer non-monogamy' is forcing brands to reassess their marketing strategies and budget allocations.

The trend of influencers playing the field has significant implications for social commerce, as brands must now weigh the benefits of exclusivity against the potential costs. With the rise of influencer marketing, brands are under pressure to adapt to the changing landscape and find new ways to reach their target audiences, making social commerce a critical component of their overall marketing strategies.