The Metric Every Brand and Influencer Cares About: Engagement
In today’s digital landscape, engagement has emerged as the defining metric for brands and influencers alike. According to the Social Influencers Report, India Edition 2025 by Comscore, influencers are responsible for an impressive 36% of all user interactions on social media globally.
Understanding the Influence Landscape
The report, based on data from April 2025, dives deep into the world of content creators across major platforms like Facebook, Instagram, X (formerly Twitter), TikTok, and YouTube. Influencers are defined as professional accounts that consistently drive likes, comments, shares, reposts, and views.
As social media becomes increasingly fragmented with contributions from celebrities, politicians, and even virtual influencers, engagement strategies are evolving rapidly to maintain a brand’s relevance and connection to its audience.
Driving Engagement Across Sectors
This surge in influencer engagement is evident across various sectors, including entertainment, politics, and even shopping. Notably, in the political realm, Prime Minister Narendra Modi led engagement metrics, garnering a staggering 5.4 million actions on Facebook and Instagram and 10.8 million on X.
Prominent figures like Akhilesh Yadav, Rahul Gandhi, and Asaduddin Owaisi also ranked high on these platforms. When it comes to sports, cricketers Hardik Pandya and KL Rahul took the lead on Instagram with 42.5 million and 25.2 million actions, respectively. Even actors like Siddharth Nigam and Rashmika Mandanna are showing impressive numbers, with Mandanna collecting 21.3 million actions from her vast following of 46 million on Instagram.
The Power of Video Content
Video views continue to be a vital indicator of influencer performance. The report highlights that Tahir Jasus led the charge with an incredible 444.1 million views on YouTube, followed closely by Parul Garg with 247 million views and PM Modi with 144.4 million.
Emotional Engagement: The Key to Connection
The findings reveal that emotional messaging and strong visuals significantly enhance engagement, especially on Facebook. Political leaders often leverage themes of patriotism, urgency, and sentimentality to evoke stronger reactions and shares.
Moreover, platform specificities dictate content performance. Engagement on Facebook peaks with posts made in the late morning or late afternoon (especially from Monday to Wednesday), while Instagram sees a similar pattern. Key engagement windows on Instagram occur between 10-11 a.m. and 4-7 p.m. across weekdays.
Engagement: More Than Just Numbers
The Shift from Follower Count to Engagement Levels
The report challenges the long-held belief that follower count is a direct measure of influence. Many influencers with substantial followings often witness dwindling or inconsistent interactions. The crucial takeaway? Actual engagement—measured via likes, shares, comments, and views—emerges as the most accurate barometer of influence.
Understanding user sentiment—whether reactions tend toward the positive, negative, or neutral—provides deeper insights into how content resonates and whether it impacts an influencer’s brand positively or negatively.
The Rise of AI Influencers
A fascinating turn in the realm of influence is the emergence of AI-driven personalities. Virtual influencers like Lil Miquela, Aitana López, and Lu do Magalu are cultivating dedicated followings through meticulously crafted personas. These digital figures interact with audiences and collaborate with brands across global markets, unhindered by geographical or behavioral limitations.
AI influencers offer unique advantages: brand narrative control, consistent messaging, and the flexibility to experiment with storytelling formats that traditional creators might find impractical. Their presence has already begun making waves in sectors like fashion, e-commerce, and fitness.
Building Effective Brand Partnerships
The report sheds light on how brands forge effective partnerships with influencers. Marketers now focus on aligning audience interests with suitable creators, amplifying the likelihood of engagement.
For instance, Kendall Jenner’s relationship with Calvin Klein led to a striking 2.3 million actions on a single sponsored post, reflecting an 88x higher-than-average affinity with the brand’s audience. Conversely, Michael Cera’s unexpected collaboration with CeraVe produced over 9.6 million views, utilizing humor and creativity for impactful outreach.
The Need for Multi-Platform Strategies
One of the key insights from this report is that single-platform strategies are falling behind. The most impactful campaigns now traverse multiple touchpoints, spanning TikTok, Instagram, YouTube, and X, where users frequently engage with content across various channels within short time frames.
Conclusion: Embracing the Future of Influencer Marketing
The findings highlight that follower counts don’t always reflect authentic influence. In a dynamic marketing landscape, what truly matters is engagement—how often audiences like, comment, share, and view content.
Influencer marketing has evolved beyond mere add-ons; it is now integral to brands’ strategies encompassing social media, digital ads, and streaming platforms. By embracing the multiplicity of platforms where users interact, brands can unlock greater visibility and resonance in their marketing efforts.
Valuable Insights Moving Forward
As the content ecosystem continues to evolve, the importance of understanding engagement—through emotional messaging, effective partnerships, and strategic multi-platform outreach—cannot be overstated. Brands and influencers who adapt will not just survive but thrive in this ever-changing environment.
For more insights into effective marketing strategies, consider exploring platforms like Comscore and Hootsuite for the latest trends and data.
