How Brands and Influencers Use Facebook for Marketing in India
While Instagram is the most popular app among Indians, Facebook still comes in second and is the most popular social media platform overall.
This has corporate India clamoring for influencer marketing on the platform, which has long been regarded as the most effective way to sell products and services.
Facebook is still king among Indian consumers
According to statistics, Facebook is the most popular social media platform in India with over 400 million users.
More than 30 million small businesses use Facebook for marketing in India.
Facebook is still king among Indian consumers, with a survey revealing that some 87 percent of respondents use it at least once a month.
This makes it indispensable for influencer marketing.
Facebook encourages influencer marketing
As competition has intensified from other platforms, Facebook has been making extensive investments to enhance its credibility as a platform for influencer marketing.
In 2021, it established an independent Oversight Board to monitor and provide recommendations on how to create a more authentic platform.
It also launched new features and tools to support creators and businesses.
In 2023, a Facebook spokesperson revealed that the social media giant had an entire team dedicated to assisting brands with influencer marketing.
How Facebook influencer marketing works in India
Facebook influencer marketing in India works in largely the same way as it does in other markets around the world.
Brands partner with influencers to promote their products on the platform through posts, stories, and live streams, which may include giveaways, demos, and reviews.
The primary difference is that Facebook is still the most popular social media platform overall in India, while it is second or third in most other markets.
This means that Facebook influencer marketing in India is ubiquitous.
How much Indian influencers earn for Facebook marketing
Facebook influencer marketing is generally less lucrative than marketing on Instagram, where the majority of the money is made.
According to a survey conducted by social media marketing agency Tonic Worldwide, 89% of Instagram influencers in India earn between $0 and $135 for a post, while 53% of Facebook influencers earn only $0 to $67.
That said, 34% of Facebook influencers earn between $67 and $135 per post, compared to only 11% of Instagram influencers who earn that much.
According to the same survey, Facebook influencers earn the most out of all social media influencers in India.
How Indian influencers are paid for Facebook marketing
Most India-based influencers are paid via bank transfer.
Some smaller influencers may request payment via services like Paypal, Payoneer, or Google Pay.
Influencers may also receive gifts in lieu of payment, though this is rare.
Larger influencers may request an advance, while some agencies may offer cash up front.
What Indian brands use Facebook influencer marketing
Most corporate brands and companies in India use Facebook influencer marketing since it is the most effective way to reach the most consumers.
According to the Tonic Worldwide survey, 88% of Indian brands are engaging in influencer marketing, almost all of them on Facebook.
According to a survey conducted by the Food Safety and Standards Authority of India (FSSAI), 76% of food industry brands are engaging in influencer marketing, while the number is lower for other industries.
What Indian brands are using Facebook influencer marketing?
Most corporate brands and companies in India use Facebook influencer marketing since it is the most effective way to reach the most consumers.
Brands from a wide range of industries, including food, fashion, beauty, tech, automobiles, and travel, leverage Facebook influencer marketing.
According to the Tonic Worldwide survey, 88% of Indian brands are engaging in influencer marketing, almost all of them on Facebook.
According to a survey conducted by the Food Safety and Standards Authority of India (FSSAI), 76% of food industry brands are engaging in influencer marketing, while the number is lower for other industries.
Popular Indian brands leveraging Facebook influencer marketing include:
- Asian Paints
- Himalaya Herbal Healthcare
- Tata Tea
- Amazon
- Cadbury
- Sunfeast
- Hero Motocorp
- Surf Excel
Facebook influencer marketing agencies in India
Facebook influencer marketing is easier and more efficient for brands to conduct through agencies in India.
The Tonic Worldwide survey revealed that 58% of Indian brands used agencies for influencer marketing, while only 25% used in-house teams.
Some of the leading Facebook influencer marketing agencies in India include:
- TribeVibe
- Social Beat
- Buzzoka
- The Media Ant
- WATConsult
Why Facebook influencer marketing works in India
Facebook influencer marketing works particularly well in India thanks to the platform’s massive reach.
According to statistics, Facebook has 75% penetration in India’s Tier 1 cities and 78% penetration in Tier 2 cities.
Online shopping is at an all-time high in the country, and Facebook influencers are trusted sources of information.
A survey conducted by KPMG and Google revealed that 67% of Indian consumers considered social media influencers as trusted sources of information when purchasing products online.
Facebook is also favored for influencer marketing since it is used by many older Indians who may be difficult to reach through other platforms.
Facebook is also suited for influencer marketing because it supports longer posts than Instagram.
Influencers can write in-depth reviews and stories about brands to effectively engage their audiences.
The future of Facebook influencer marketing in India
Facebook influencer marketing will remain indispensable for brands in India.
While Instagram has been regarded as the most effective platform for influencer marketing in global markets, Facebook remains king among Indian consumers.
More than 45% of Indian brands plan to increase their influencer marketing budgets, with many of them opting to partner with micro-influencers with smaller but more engaged audiences.
Facebook is expected to remain the most popular social media platform among Indians for the foreseeable future, which means that Facebook influencer marketing is unlikely to decline anytime soon.