YouTube is the most-used social media platform by influencers in India: AnyTag report

• AnyTag's recent report reveals how in the past year, Instagram, Facebook and Twitter saw increases in proportion to the other social media platforms but YouTube still ranked highest in most-used social media platforms, when compared in proportion to Instagram, Facebook and Twitter.
• The increase in influencer’s usage of Facebook was driven by the likes of Vietnam and Myanmar, whilst Instagram was driven by markets including Hong Kong, Malaysia, the Philippines and Singapore.

The rising digital percolation is equivalent to the continued growth of the creator economy all around the world. Driven by the democratization of tools available for influencers and creators, marketers can increasingly tap on deeper data and technology around influencers to power influencer marketing campaigns. Anytag by the Anymind Group has studied this space in depth to understand the trends that will further help marketers, influencers and content creators to make informed decisions on influencer marketing and the creator economy, and drive education around the new era of influence across the region.

A deeper dive into the past year of campaigns About the Past Campaign

Diving into 2,000 influencer marketing campaigns run on the AnyTag platform in the past year, there are no trends that stand out when looking at the difference between awareness-driven and performance-driven campaigns by month. One of the reasons is that performance-driven influencer marketing campaigns are still nascent in this part of the world. AnyTag were determined not to leave you with just that, which is why we dived even deeper into the data.





They are divided into 2 categories Performance & Awareness were the research found out that in India

7.14% of campaigns are performance driven 92.86% are Awareness driven

When looking at the proportion of performance-driven versus awareness-driven campaigns by market: India ran campaigns that were largely aimed at mass awareness.

Most commonly used social media used by Influencers in India

19.03% Facebook users

23.45% Instagram users 4.33% Twitter users

53.19% Youtube users

Among all the social media platforms, YouTube remains strong in India. Indian influencers use Youtube in majority to run their Influencer marketing campaign to get maximum engagement.

Influencers categorized by total follower volume

YouTube remains strong in India. Indian influencers use Youtube in majority to run their Influencer marketing campaign to get maximum engagement.


Influencers are further divided into categories based on their followers in India

6.31% are Nano Influencers

24.15% are Micro 59.35% are Macro 10.18 are top stars Influencers Influencers

Across the AnyTag platform, micro-influencers make up the majority of influencers, but it is also the demographic with the smallest growth rate 15.05% in the past year.