Trust Over Stardom: Why Your Favorite Brands Now Prefer Influencers!

If you have become ‘Reelpaglu’ or ‘Shortspaglu’, you might have noticed that you are seeing more brand ads with influencers whom you’re following or also not, but they’re influencers.

And this is not a sudden shift from Celebrities to real-life influencers because brands have seen and evaluated all aspects before shifting the gear.

Today, brands like Hindustan Unilever Limited (HUL) are putting their money on influencers instead. And they’re not just experimenting; they’ve gone all in, expanding their influencer roster from 700 to a whopping 8,000 in just a year!

So, what’s behind this massive shift? And what can Indian brands learn from global players who are already nailing influencer marketing?

Why Are FMCG Giants Like HUL Betting Big on Influencers?

1. Gen Z’s Shopping Habits: Traditional ads don’t hit the same anymore. Younger consumers find new brands through Instagram Reels, YouTube Shorts, and TikTok. About 80% of shoppers discover products online, and two-thirds buy them after seeing short-form video content (Meta's GWI Beauty Report 2023).

2. Trust Over Glitz: Big celebrities are aspirational, but influencers? They feel real. Audiences trust them more because they offer honest reviews, personal experiences, and cultural relevance.

3. Content Is King: Instead of one-off ads, influencer partnerships tell a story. Whether it’s a skincare routine, a day-in-the-life vlog, or a behind-the-scenes look at a product, influencers make brands feel personal.

HUL isn’t just hiring influencers—they’re building entire strategies around them. From Indulekha hair oil to Vim dishwashing liquid, they’re leveraging content creators to engage audiences at scale.

They’re using in-house tool ‘Sangam,’ to select influencers based on region, demographics, and marketing goals.

How India’s Influencer Marketing Scene Is Changing

India’s influencer economy is exploding. Projected to grow from ₹2,344 crore in 2023 to ₹3,375 crore by 2026 (EY report), here’s what’s driving it:

·         Regional & Hyperlocal Influencers: Brands are moving beyond big metros to target Tier-2 and Tier-3 audiences.

·         Micro-Influencers Are Winning: Influencers with 10K-100K followers often have higher engagement and better ROI than mega-celebs.

·         Data-Driven Marketing: AI is now helping brands choose the right influencers based on engagement, reach, and audience sentiment.

What Can Indian Brands Learn from Global Giants?

India isn’t alone in this shift. Globally, brands are rewriting the rules of influencer marketing:

·         Nike’s Creator-Led Strategy: Instead of just using star athletes, Nike collaborates with fitness influencers and street-style creators.

·         Sephora’s #SephoraSquad: The beauty giant gives micro-influencers a platform to create diverse, inclusive content.

·         Adidas’ TikTok Play: Adidas taps into Gen Z by collaborating with viral TikTok creators, making their campaigns interactive and shareable.

HUL’s aggressive influencer marketing push is just a glimpse of what’s coming. The shift from celebrity endorsements to creator-driven content isn’t a trend—it’s the future.

The brands that adapt will thrive, while those clinging to outdated strategies will struggle to stay relevant.

What’s your take? Have you noticed how brands are marketing to you differently? Drop your thoughts in comments!