X faces hiccups in influencer-led monetisation push in Indian market
Elon Musk’s X is lagging in influencer marketing in India despite taking several steps to promote influencers and drive content-led engagement since the billionaire’s $44-billion acquisition of the microblogging platform in 2022, social media experts said.
Sreeram Reddy Vanga, chief executive of Nazara Technologies-backed adtech influencer platform Kofluence, said X (formerly Twitter) has plenty of “untapped potential” when it comes to influencer marketing.
“The strength of X lies in real-time conversations and trending topics, which can be powerful for brands when used correctly,” he said. “Current estimates indicate that creators might earn around $2 to $3 per month from this programme, which is modest but highlights a clear area for improvement, which X has acknowledged.”
The push for influencer-driven monetisation of X’s user base comes in the backdrop of many advertisers staying away from the platform.
A Kantar survey report in September pointed out a declining trend of brand spending on X. It stated that 26% of marketers are planning to spend fewer of their ad dollars on X in 2025 – the biggest recorded pullback from any major global ad platform.
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