Brands shift marketing focus from celebrities to influencers for better returns

Companies are increasingly shifting their marketing budgets from celebrity endorsements to influencers. Influencers are seen as more cost-effective, providing better returns on investment and higher engagement with targeted audiences. Brands are now spending a larger portion of their marketing budgets on influencers, with some allocating up to 15% compared to just 1-2% for celebrity endorsements. This change is driven by the perceived authenticity and relatability of influencers, especially in regional markets. As a result, some celebrities are enhancing their social media presence to compete with influencers. They are creating more content to attract brand partnerships, reflecting the evolving landscape of marketing strategies.