Authenticity and local relevance are becoming increasingly important in the influencer marketing landscape, according to a recent report by iCubesWire on the evolving Indian digital market. The Influencer Marketing Consumer Report 2026 reveals a distinct shift in consumer behavior, highlighting a growing trust in influencer content. A notable 61% of consumers now consider influencer content credible, indicating a maturation of the market where digital creators are perceived as trustworthy sources.
This enhanced consumer confidence is translating into tangible effects on commerce, with 70% of respondents stating that influencer recommendations play a significant role in their purchasing decisions. However, the type of influencers making an impact is changing. The survey, which gathered responses from 1,194 consumers in major Indian metros, reveals a preference for micro and nano-influencers. About 65% of participants expressed the highest trust in creators with fewer than 100,000 followers, attributing this belief to the relatability and authenticity perceived in smaller creators compared to their more prominent counterparts.
Regional identity is also highlighted as a crucial factor driving consumer engagement. According to the findings, 72% of consumers are more inclined to purchase from an influencer who communicates in their local language, emphasizing the need for brands to adopt hyper-local strategies to resonate in India’s diverse market.
The report further underscores the fragile nature of brand reputation in the digital age. An alarming 83% of consumers reported that they ceased purchases from a brand after encountering negative reviews from influencers they follow. This trend suggests that influencers are increasingly acting as “risk filters,” influencing their audiences’ perceptions and loyalty. Consequently, the report advises creators to prioritize trust as their most valuable asset and be discerning when forming partnerships, ensuring they promote products they genuinely endorse.
Consumption habits are evolving as well, with a rising trend of “silent scrolling.” Approximately 65% of respondents tend to watch videos without sound, prompting a necessary shift in content creation towards eye-catching visuals and impactful captions. While Instagram remains a prominent platform for discovery and YouTube for search, long-form video content is gaining a niche preference, appealing to only 10% of the audience.
As the industry approaches 2026, the report suggests that both brands and creators can enhance their effectiveness by focusing on local context, fostering long-term relationships, and maintaining accountability beyond the digital screen. This evolution signifies a promising shift in influencer marketing that prioritizes authenticity and community connection over sheer follower numbers.