Influencernomics: How much do influencers in India make?
India has roughly 25-35 lakh content creators, of which about 1,50,000 are able to monetise their content. While more Indians are becoming influencers, it is still not a full-time job for many. Hence, Indian influencers put in fewer hours compared to their global counterparts.
Thu, 13 Feb 2025
The lives of influencers are out in the open but their income, not so much. They boast of a big social media following that attracts many brands for marketing deals, but little is known of what these influencers charge for endorsements.
An analysis by influencer marketing firm Kofluence shows that social media content creators in India earn between Rs 20,000 to 2,00,000 a month. This includes micro influencers with a following between 10,000 to 1,00,000 on social media, and an engagement rate of 1.5-2 percent.
In India, influencer earnings vary widely based on factors such as follower count, engagement rate, niche, content quality, and platform. Here's a breakdown of average earnings per sponsored post across different influencer tiers:
Nano Influencers (1K–10K followers): ₹1,000 to ₹5,000 per post.
Micro Influencers (10K–50K followers): ₹5,000 to ₹20,000 per post.
Mid-tier Influencers (50K–500K followers): ₹20,000 to ₹1,00,000 per post.
Macro Influencers (500K–1 million followers): ₹1,00,000 to several lakhs per post.
Mega Influencers (Over 1 million followers): Several lakhs to crores per post.
These figures can fluctuate based on the influencer's niche, audience demographics, and the nature of the collaboration. For instance, influencers in high-demand sectors like fashion, beauty, and technology often command higher rates due to their ability to effectively influence consumer behavior.
On average, Indian influencers earn between ₹20,000 to ₹2,00,000 per month, depending on their reach and engagement.
Top-tier influencers, such as Prajakta Koli, reportedly earn around ₹40 lakh monthly from platforms like YouTube.
It's noteworthy that a significant portion of influencers in India manage to achieve substantial earnings with relatively low time investment. A report indicates that 73% of influencers work less than 10 hours a week, with 12% earning between ₹1 lakh and ₹10 lakh per month.
Overall, the influencer marketing landscape in India is experiencing rapid growth, offering lucrative opportunities for content creators across various niches.