Influencer marketing industry in India is estimated to be at over Rs.12 billion in 2022, and it will show a CAGR of 25 per cent over the next five years. It will touch Rs. 28 billion by 2026.

There are more than 150 registered and unregistered influencer agencies in India. Larger agencies use strategy development and downstream agencies to execute them for campaigns.

Bigger agencies acquire smaller influencer marketers to stay relevant in a rapidly changing landscape. Marketers in India spend over 10 per cent of their digital marketing budgets on influencer marketing to tap their highly local reach.

While a bigger agency acquires a small one, the focus should be on integration, especially on integration of technology. It is possible that the smaller agency loses some of its attributes that makes it dynamic and growth oriented.