Forbes India, INCA Release Top 100 Digital Stars List
INCA, GroupM’s brand-safe influencer, and content marketing solution unit along with Forbes India has released a list of top 100 digital influencers. The list comprises digital influencers across 10 categories - Comedy, beauty & fashion, business & finance, fitness, food, tech, travel, and social work.
Ashwin Padmanabhan, President – Partnerships and Trading of GroupM India said, “Influencer marketing has become an essential part of any marketing campaign. However, choosing the right influencer from a plethora of influencers in India is an answer every brand is looking for. We are extremely excited to have launched the top 100 digital influencers list with Forbes India. We at INCA not just help in creator selection, but also work towards this space giving our clients an end-to-end influencer marketing solution driven by data and outcome.”
Comedy creators top the list followed by beauty & fashion very closely. Comedy, beauty & fashion together dominate 40 percent of the list. Men and women contribute equally to the list—close to 50:50 and there are two transgender people. Although gaming creators account for a large chunk of India’s digital stars, given the high engagement percentage, for this list we have decided to focus more on original content creators, so gamers who stream live on YouTube have not been included.
Nikhil Sharma, popularly known as ‘Mumbaiker Nikhil’, tops the list. In terms of engagement, Natasha Noel is on top, whereas Ashish Chanchlani has the most number of followers. The average engagement rate of the 100 creators on the list is 5.89 percent and the average INCA Score is 8.39/10.
Commenting on the list, Kunal Sawant, Business Head, INCA India, GroupM said, “Influencers have gone beyond just content creation, they are now becoming a brand in themselves. They do more than just creating awareness about a brand. They impact the mid and bottom of the funnel metrics, which include leads and conversion. This list is our effort to help marketers understand various aspects and names in the influencer marketing industry in the country and provide them with a curated list when talking about top influencers from different categories. To arrive to the list, we used INCAs proprietary algorithm “INscore” and we are thrilled to announce the launch of this list with Forbes India.”
Influencer Marketing is currently a INR 900 crore industry, and is pegged to grow at a CAGR of 25 percent and become a INR 2200 crore industry by 2025.
