In short
For D2C brands, creators are a way to earn trust and generate content at a lower cost than big-name endorsements. Short-form video and regional-language content are growing fastest in India. Start with a small pilot and trackable links, and decide between running it yourself or using an agency based on how much time and creator know-how you have.
Why creators suit D2C
D2C brands rarely have big ad budgets or shelf space. Creators help in three ways: they build trust quickly, they make content you can reuse in ads and on product pages, and they let you test messages before spending more. For a first campaign, see our startup playbook.
What is changing in India
Industry reports point to a few shifts. Short-form video has become the most commercially important format for creators, with one creator survey by Kofluence finding that a large majority name it as their highest-earning category. The same survey found most creators produce mainly in Hindi, with a further share in regional languages, and many reported getting more vernacular-language briefs. Brands are also moving from celebrity endorsements to long-term work with micro and macro creators, including in smaller cities.
Market size estimates vary a lot. Some reports put annual spend in the low thousands of crores of rupees, and others argue that the real figure, including direct deals that agencies never see, is far higher. Treat any single number with caution.
Go direct or use an agency?
| Run it in-house | Use an agency | |
|---|---|---|
| Cost | No agency fee | Agency fee on top of creator costs |
| Time | High: finding, negotiating, tracking | Lower: handled for you |
| Creator access | Your own network | An existing pool and vetting process |
| Best for | Brands with a dedicated person and creator experience | Brands that want results without building a team |
Some larger D2C brands now build in-house creator teams and deal directly with creators. For smaller brands, an agency can save weeks. Read how agencies charge in our guide to influencer agency fees.
A simple D2C playbook
- Pick one goal, for example first purchases or app installs
- Choose a small group of nano and micro creators whose audience matches your customer
- Seed products and commission UGC-style content, read what is UGC
- Give each creator a tracked link or discount code
- Reuse the best content as ads
- Review results after two to four weeks and scale what worked
Do not ignore regional creators
If your customers are outside the big metros or prefer regional languages, creators in those languages can reach them more naturally. Check the creator's audience location and language before you shortlist.
Frequently asked questions
Is influencer marketing good for D2C brands?
Yes, when it is matched to a clear goal. Creators help D2C brands build trust, create reusable content and test messages at a lower cost than celebrity endorsements.
Should a D2C brand hire an agency or run influencer marketing in-house?
It depends on time and experience. In-house gives control and avoids agency fees but takes a lot of effort. An agency handles discovery, negotiation and reporting. Many small brands start with an agency, then build in-house capability.
Which content format works best in India?
Short-form video is widely reported as the most commercially important format for creators in India. Test formats with a small pilot.
How much should a D2C brand spend on influencers?
There is no standard number. Start with a small pilot sized to what you can afford to test, then scale based on cost per result.
Sources
- Kofluence creator survey, reported by The Week
- Exchange4media: are D2C brands rewriting influencer marketing rules?
- Social Samosa: India's influencer marketing spend report
Figures and rules change, so check the sources for the latest. This guide is general information, not legal or financial advice.