What is the difference between influencer marketing and affiliate marketing for brands in India?

Influencer marketing vs affiliate marketing — key differences: Influencer marketing: you pay a flat fee for content and exposure, regardless of sales. Works for awareness, brand building, product launches. Risk is on the brand. Affiliate marketing: creator earns a commission (% of sales) only when they drive a purchase. Creator takes on some risk. Works better for established brands with proven conversion. Most Indian platforms like Nykaa, Amazon, Meesho have affiliate programs (4–15% commission). When to use which: New brand or product → influencer marketing (you need content and awareness first). Established brand with proven conversions → add affiliate layer on top. Best in class: hybrid — small flat fee + affiliate commission. Creator gets guaranteed income + upside. Brand pays more only when they sell. This is where Indian creator marketing is heading in 2026.