IIGC Survey Puts 15 To 25 Per Cent Of Brand Budgets In The Creator Economy
The Indian Influencer Governing Council has found that 15 to 25 per cent of brand marketing budgets are moving towards the creator economy, in a survey of more than 100 brands and marketers.
- Body: the Indian Influencer Governing Council, abbreviated to IIGC
- Sample: more than 100 brands and marketers
- Headline figure: 15 to 25 per cent of brand marketing budgets
- Shift reported: one-off campaigns to long-term creator partnerships
What The IIGC Survey Says Is Changing
Two things, and the second matters more than the budget number. Creators are being used for product launches, market expansion, consumer acquisition and e-commerce growth rather than for awareness alone, and the work is being judged on outcomes rather than on views, likes and reach.
The move from campaign to partnership follows from that. A creator engaged once can only reach an audience; a creator engaged over a year can learn a brand well enough to say something consistent about it, and the brand can measure the cumulative effect rather than a spike.
Where Creator Work Is Now Sitting
The survey places it at the intersection of performance marketing, consumer insights, community building and commerce, with advances in data and measurement letting brands identify relevant creators and connect campaigns to business objectives.
That is a description of creator marketing leaving the communications budget and entering the growth one. It is also where the discipline becomes answerable in a way it has not been: a line item justified by consideration and conversion has to produce them.
The Standard The Council Is Arguing For
Sahil Chopra, Chairman of the IIGC, framed the phase as definitional, saying the opportunity is no longer about followers, views or likes but about solving real business problems, and that the future belongs to long-term relationships, credible influence and measurable impact.
The council's stated purpose follows the same line: transparency, professional standards, responsible practice and robust measurement, brought about by getting brands, agencies and creators into the same conversation. For an industry whose pricing has been opaque and whose metrics have been self-reported, those four words are the harder half of the agenda.
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