Veridian Code Study Reveals Pricing Differentials for Indian Influencer Marketing
News related to:Veridian Code · 2 min read
A new study by Veridian Code has uncovered significant pricing differentials for influencer marketing in India, with costs varying widely based on the size of the influencer's audience. The study, which analyzed 63 rate quotes, found that the cost of a single Instagram Reel can vary significantly depending on the number of followers an influencer has.
The cost of a Reel view from creators under 10,000 followers is ₹0.75, while it jumps to ₹2.30 for influencers with more than a million followers. This disparity is further exacerbated by the fact that for "nano-creators" (those with 1,000 to 10,000 followers), one rupee buys approximately 1.33 views, whereas for "mega-creators" (those with more than 10 lakh followers), one rupee buys only 0.44 views. This means that the cost per view for creators with smaller audiences is approximately three times higher than for those with larger audiences.
Among the 63 quotes, 31 showed the same price range as another site, indicating a degree of standardization in pricing despite the significant differences in cost per view. When each range is considered only once, the upper end of the typical cost for mid-tier creators (with 100,000 to 500,000 followers) reduces from ₹3.5 lakh to ₹2.25 lakh, highlighting the substantial variation in pricing based on follower count.
The study also provides insights into the cost of Instagram Reels. For nano-creators, the cost typically ranges from ₹1,000 to ₹10,000, while for micro-creators (with a follower count between 10,000 and 100,000), the cost ranges from ₹8,000 to ₹75,000. For creators with more than 10 lakh followers, the cost can vary between ₹5.5 lakh and ₹25 lakh.
Other findings from the study include the cost of a single Instagram Reel varying by creator category. For instance, for nano-creators, it typically ranges from ₹1,000 to ₹10,000, for micro-creators from ₹8,000 to ₹75,000, and for creators with more than 10 lakh followers, the cost can vary between ₹5.5 lakh and ₹25 lakh. The median number of views per Reel was between 442 and 44,400, with both figures coming from the two creators with about 17,000 and 21,000 followers, respectively.
The study also noted that the cost of a Reel view in India is around 6 to 18 times the cost of a Meta Ads impression, which is around ₹129 per 1,000 impressions according to Lebesgue's 2026 ecommerce benchmark. This suggests that the cost of influencer marketing can be significantly higher than traditional advertising methods.
Veridian Code, an agency based in New Delhi, India, has recently launched an influencer marketing service that charges campaigns based on the creator's median Reel views and not their followers. The agency provides custom solutions for businesses across India and internationally, including websites, branding and graphic design, Google, Meta, and LinkedIn advertising, SEO and AI search visibility, Google Business Profile management, social media management, reel and video production, influencer marketing, LinkedIn personal branding, conversion tracking, and content and copywriting.
The full study, rate calculator, and data files are open to reuse with credit under the Creative Commons Attribution 4.0 licence at Influencer marketing cost in India (2026).