## Colophon tags:: url:: https://www.livemint.com/industry/indias-influencer-explosion-talent-management-agencies-influencer-marketing-agencies-11739160143295.html date:: [[]] %% title:: The secret struggle behind India’s influencer explosion type:: [[clipped-note]] author:: [[@livemint.com]] %% ## Notes > The number of India’s influencers, whose primary job is to gain enough followers for their online content, has increased from about 962,000 in 2020 to 4.06 million in 2024, according to a report in January by Qoruz, an influencer marketing software provider. — [view in context](https://hyp.is/3BPs9uhcEe-V88fWSZz9yw/www.livemint.com/industry/indias-influencer-explosion-talent-management-agencies-influencer-marketing-agencies-11739160143295.html) > An online content creator becomes an influencer when they have amassed a following of at least 1,000 people, so their corner of the internet can serve as a space for brands to peddle their products or services — [view in context](https://hyp.is/5RUpyOhcEe-ngYMk2fD6Dw/www.livemint.com/industry/indias-influencer-explosion-talent-management-agencies-influencer-marketing-agencies-11739160143295.html) <p> Wait, what? </p>> “They should be empathetic and easy to work with for the influencers. We test them through real-life scenarios to test their problem-solving skills as well. For instance, we may ask what they will do if an influencer doesn’t want to work with a particular brand that has offered a deal." A rookie talent manager can earn up to ₹20,000-25,000 a month. — [view in context](https://hyp.is/KXUWZOhdEe-V9I_Nztg9Tg/www.livemint.com/industry/indias-influencer-explosion-talent-management-agencies-influencer-marketing-agencies-11739160143295.html) > The influencer talent management industry is not mature yet, said Prateek Sinha, who tracks the influencer and content creator industry as a partner at consulting firm PwC. “At this point, they are doing only match-making and they treat influencers as commodities, not assets that need to be invested in and grown," said Sinha. “They cater to brands as opposed to helping influencers get more deals, become better at their craft, manage their career, mental health, and so on." — [view in context](https://hyp.is/1vyOKuhdEe-IsSMl3O9PJw/www.livemint.com/industry/indias-influencer-explosion-talent-management-agencies-influencer-marketing-agencies-11739160143295.html) > The number of India’s influencers, whose primary job is to gain enough followers for their online content, has increased from about 962,000 in 2020 to 4.06 million in 2024, according to a report in January by Qoruz, an influencer marketing software provider. — [view in context](https://hyp.is/3BPs9uhcEe-V88fWSZz9yw/www.livemint.com/industry/indias-influencer-explosion-talent-management-agencies-influencer-marketing-agencies-11739160143295.html) > An online content creator becomes an influencer when they have amassed a following of at least 1,000 people, so their corner of the internet can serve as a space for brands to peddle their products or services — [view in context](https://hyp.is/5RUpyOhcEe-ngYMk2fD6Dw/www.livemint.com/industry/indias-influencer-explosion-talent-management-agencies-influencer-marketing-agencies-11739160143295.html) - Annotation: Wait, what?> “They should be empathetic and easy to work with for the influencers. We test them through real-life scenarios to test their problem-solving skills as well. For instance, we may ask what they will do if an influencer doesn’t want to work with a particular brand that has offered a deal." A rookie talent manager can earn up to ₹20,000-25,000 a month. — [view in context](https://hyp.is/KXUWZOhdEe-V9I_Nztg9Tg/www.livemint.com/industry/indias-influencer-explosion-talent-management-agencies-influencer-marketing-agencies-11739160143295.html) > The influencer talent management industry is not mature yet, said Prateek Sinha, who tracks the influencer and content creator industry as a partner at consulting firm PwC. “At this point, they are doing only match-making and they treat influencers as commodities, not assets that need to be invested in and grown," said Sinha. “They cater to brands as opposed to helping influencers get more deals, become better at their craft, manage their career, mental health, and so on." — [view in context](https://hyp.is/1vyOKuhdEe-IsSMl3O9PJw/www.livemint.com/industry/indias-influencer-explosion-talent-management-agencies-influencer-marketing-agencies-11739160143295.html)