Emerging Platforms & Trends to Watch in Indian Influencer Marketing

The influencer marketing in India is undergoing a significant transformation, with the market projected to reach ₹68.75 billion by the end of the year.  This figure is more than enough to highlight why brands must stay ahead of emerging trends to remain competitive.   

But how to get started, and most importantly, where do you show up? And what trends are worth betting on in 2025?  

Well, you don’t have to figure it out all alone. This blog is your go-to cheat sheet — packed with insights from new-age platforms making serious noise to trends that’ll define campaigns this year (and next).  

Time to spill the tea!  

Emerging Platforms in Indian Influencer Marketing

If content is currency, these platforms are straight-up minting it. What about your audience? They are already scrolling through it!  

Instagram: The OG, But Make It Reel  

The first on the list is still the queen bee of influencer marketing in India. If your brand wants to turn heads everywhere – whether visually, emotionally, or virally – this is the place. Reels are where the action’s at: from Gen Z influencers’ skincare recommendations to millennials’ lifestyle and health insights. And yes, it still converts, especially when creators keep it raw, real, and relatable.   

YouTube Shorts: Blink and You’ll Miss It (But Your Customer Won’t)  

This age isn’t like the classic YouTube tutorial era. Shorts have taken over with scroll-stopping, snackable content. As a brand, you need to think about the impact of 60 seconds of DIY, fashion hauls, roast comedy, or unboxing — all delivered in a jiffy. Why? Because that’s how you get a long shelf life with high discoverability.  

Also Read: Top 10 Influencer Campaigns That Went Viral in India 

Moj & Josh: Desi Vibes, Mass Reach  

These homegrown heroes are not your average apps, they’re full-blown desi content engines. If you’re a brand catering to Tier 2 & 3 Indian audience and want to speak to them in a way they can connect, congratulations, you just found the way. Be it festive drops, culturally rooted campaigns, or hyperlocal launches – this is where your brand can truly say, “We see you, and we speak your vibe.”  

ShareChat & TakaTak: Vernacular is the New Cool 

Because not every audience dreams in English. These platforms are gold for multilingual storytelling. If your brand wants to build an emotional connection with its audience, ShareChat and TakaTak are where your next star influencer is likely already going viral in Kannada or Marathi. 

Koo App: Microblogging with an Indian Soul  

Koo is like Twitter but with a twist. It’s buzzing with Indian influencers, thought leaders, and regional firebrands. If your brand is ready to have meaningful conversations or just wants to get in talks, this is where the vernacular voice carries serious weight.  

LinkedIn: Where Thought Leaders Turn Influencers  

Yes, you got that right. LinkedIn is no longer limited to just CV drops and “#OpenToWork” posts. LinkedIn in 2025 is where brands build trust, especially in the B2B and startup space. So, if you are seeking to position your brand as a category leader? Sliding into this feed is non-negotiable.  

Also Read: Social Commerce: Making Influencer Content Shoppable 

Trends to Watch in Indian Influencer Marketing  

Now, the next step. Want your campaign to feel less “sponsored ad” and more “this creator gets me”? Then, along with thinking about the platform, also pay attention to the vibe. Because the platform’s just the stage, but the right influencer and voice? That’s the real spotlight you will get captured in.  

To truly stand out in influencer marketing trends 2025 and beyond, your campaigns need to match the pace of how India scrolls, shops, and shares. These are the trends giving campaigns their sparkle (and ROI): 

Interactive Content is the New Black  

Engagement isn’t just a vanity metric anymore; it directly boosts brand recall and purchase intent. Campaigns that encourage audience interaction create loyal communities, not just passive viewers. When consumers participate, they own a piece of the brand’s story, making marketing investments far more impactful and measurable.  

Regional Influencers = Regional Wins  

India’s market isn’t one-size-fits-all — it’s a mosaic of languages and cultures. Ignoring regional influencers means missing out on deep emotional connection and trust, especially in Tier 2 & 3 cities. Tapping into local voices ensures brands don’t just sell — they become a part of people’s lives.

User-Generated Content (UGC) Gets a Glow-Up  

Why spend big bucks on polished ads when the most authentic advocates are your own customers? UGC is a high-ROI strategy that fosters trust and authenticity, crucial in an era of growing ad skepticism. It’s not just cheaper, it’s real social proof that converts casual followers into loyal buyers.  

Meme Culture & Relatable Humor  

Playing it too safe means missing out on Gen Z’s attention — and Gen Z is tomorrow’s biggest spender. Humor and meme culture humanize brands and drive viral reach. The payoff? Massive organic growth with minimal media spends and a community that loves the brand voice.  

Cross-Platform Storytelling is the Move  

Consumers don’t live on just one app — they jump from Instagram to YouTube to vernacular platforms seamlessly. A fragmented content approach means lost impressions and diluted messaging. A cohesive cross-platform strategy ensures maximum brand presence, boosting recall and creating consistent narratives that stick in diverse pockets of the audience. 

Data-Driven Influencer Selection  

Gone are the days of throwing darts in the dark. Using data helps find influencers whose audience matches the target market. This precision minimizes wasted spend, maximizes ROI, and turns influencer marketing from a gamble into a predictable growth engine.  

Voice & Audio Influencers on the Rise

Audio content creates intimate, long-form engagement, building trust faster than traditional posts. Podcasts and voice platforms are less crowded yet highly influential spaces. Brands that pioneer here build thought leadership and community, especially in sectors like finance, education, and wellness, where deep conversations matter.  

Also Read: Types of Influencers: Mega, Macro, Micro, and Nano Explained 

How to Navigate the Ever-Changing World of Influencer Marketing? 

If all the above sounds like a lot to navigate… It’s because it is.  

The influencer marketing in India is getting broader, deeper, and honestly, weirder (in a good way). Algorithms change. Platforms pivot. What worked in 2023? It’s already outdated.  

Here’s the play: You need a team that can spot these shifts early, knows what creators are delivering results (not just vibes), and can help you launch platform-specific, audience-intent-driven, authentic campaigns that don’t just “look good”—they work.  

That’s why The Viral Union, India’s leading influencer marketing agency, is here to help brands build authentic, platform-smart campaigns that don’t just look good, but truly deliver.  

Here’s how we can help you with influencer marketing in India:  

• Create content that connects and sparks real conversations  
• Match brands with the right influencers for maximum impact  
• Build engagement that turns audiences into communities  
• Measure and optimize campaigns for meaningful results  

Ready to make your brand the next big thing? Let’s create something unforgettable together. Reach out to The Viral Union today!  

Conclusion  

If there’s one thing to take away from the influencer marketing trends 2025, it’s this: success comes to brands that embrace new platforms, stay ahead of fresh trends, and most importantly, partner with experts who truly understand their audience. From regional voices to meme culture and data-driven strategies, the future belongs to those who move with agility and authenticity. So, get ready, get creative, and let the influence drive your brand’s relevance!  

Also Read: Top Influencer Marketing Trends to Watch in 2025 

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