Small influencers make a big festive splash this season

Smaller social media influencers in India are experiencing a significant increase in earnings from brand deals during the festive season, with some earning up to five times more than usual. This surge is a result of brands shifting their focus towards smaller, regional creators to effectively reach local shoppers.

The trend of brands partnering with smaller influencers is expected to continue, as it allows them to tap into local markets and connect with shoppers more effectively. This shift in strategy is crucial for social commerce, as it enables brands to reach their target audience during peak spending periods, such as the festive season.