This article has been contributed by Ms. Sahiba Dhandhania, CEO, Confluencr.
Influencer marketing has become one of the most popular advertising strategies lately and brands are reaching out to social media influencers to connect with their target audience. With that, a trend of audiences being constantly swamped with advertisements and marketing plans to influence their choices is seen evidently.
However, with the rise in influencer marketing, concerns about the authenticity of influencer marketing and the need for consumer protection have also risen.
“A whopping 79% of problematic ads were found online, highlighting the challenges in the digital advertising world. ASCI’s focused monitoring mechanisms boosted digital surveillance to combat objectionable content in the medium. 98% of overall ads processed required some form of modification,” – Manisha Kapoor, CEO and General Secretary of ASCI.
As a response to these concerns, The Advertising Standards Council of India (ASCI) has recently revised its guidelines for influencers to make sure there is better transparency and authenticity in influencer endorsements.
Disclosure Label Requirement
The ASCI’s revised guidelines have many crucial changes. One of the most important and prominent changes is:
Introduction of a disclosure label: A disclosure label is required in all influencer advertisements. This means, that influencers must distinctly disclose when they post an advertisement on social media, using an easily visible and identifiable label on their posts.
The disclosure label must be specified in the text-based posts or blogs and at the beginning of the advertising content in podcasts or audio posts.
These guidelinesaim to ensure that consumers are conscious of times when they are being marketed and can make informed decisions about the products they purchase.
Extension to Health and Financial Influencers
The extension of the guidelines to cover health and financial influencers is another significant change made in the revised guidelines. The ASCI mandates that influencers in these areas must have relevant qualifications and disclose them prominently when endorsing related products.
For example: Influencers endorsing products related to health, nutrition, or fitness must have relevant qualifications in nutrition, physiotherapy, psychology, etc., depending on the nature of the advice provided.
Similarly, financial influencers can only provide investment-related advice after being certified by the Securities and Exchange Board of India (SEBI). This ensures that consumers receive accurate and reliable information from qualified experts.
The ASCI has also expanded the definition of Celebrities in its code to include Social Media Influencers:
The code now defines celebrities as “Individual who either earns a compensation of Rs 40 lakh or has a social media following of 500,000 or more on a single social media account”. This change reflects the changing scenarios of influencer marketing and aims to fortify consumer protection.
The guidelines ensure that the celebrities share their genuine opinions about the products, backed by their research, knowledge, or experience of the product or service being advertised. Celebrities must also conduct their assessment to justify the claims made in the mentioned ads.
“This approach will prove advantageous for influencers, as brands are likely to prioritize those who comply with the guidelines. Influencers have a strong connection with their followers, and as a result, they will strive to benefit their followers’ interests. This dedication will, in turn, contribute to safeguarding the welfare of their followers,”Preety Singh Co-Founder and Managing Director of Boomlet Group.
Promoting Authenticity and Consumer Trust
The ASCI’s revised guidelines emphasise the importance of authenticity and its maintenance in influencer endorsement and aim to build consumer confidence. The guidelines encourage influencers to build their voice and style when endorsing products and to avoid making any misleading claims or exaggerations. The revised guidelines also require influencers to disclose material connections they have with the brand, such as receiving free products or payment for endorsements. This ensures that consumers receive honest information about the products they purchase.
Transparency and authenticity are important to influencer marketing, and people’s support helps in the fulfillment of government rules to certify these values.
Future Regulatory Landscape
As influencer marketing continues to grow, governments will likely introduce more guidelines and rules to protect consumers and promote responsible practices. Brands and influencers must stay informed about these regulations revise their strategies and plans according to the guidelines and avoid potential legal issues.
In conclusion, ASCI’s revised influencer guidelines aim to:
Create more reliable advertising conditions and build consumer trust.
The guideline requires the influencers to use a “disclosure label” whenever they post any advertisements on social media.
The revised guidelines extend to health and financial influencers and mandate that they must hold relevant qualifications and disclose them prominently when endorsing products related.
Today, these revised guidelines are seen as a step in the direction of ensuring consumer protection and maintaining authenticity.
A software-facilitated economy created on platforms like YouTube, TikTok, Instagram, Facebook, Twitch, Spotify, Substack, OnlyFans, Tiki, and Patreon that allows creators and influencers to earn revenue is known as the Creator Economy.
As the internet evolved over the years, so did its use. The virtual universe of the world wide web became the home of not just users and consumers, but creators. Individuals turned producers managing their own brands. This resulted in revolutionizing the way content was produced, distributed, and consumed. And the Creator Economy came into being.
It was Paul Saffo from Stanford University who suggested that the creator economy came into being in 1997 as the ‘new economy’. Creators during that time were people who worked with animation and illustrations, although, with no discernible marketplace infrastructure to generate revenue. It was YouTube that coined the term ‘creator’ in 2011 that, at the time, applied to individuals who were famous on the platform. The term has rapidly gained popular acceptance and now applies to individuals who create online content. Hence, the creator economy is defined as an economic system built by independent content creators who are connected to their audience and businesses via the internet. The content created can be in the form of text, podcasts, music, videos, digital books, games, etc. This content can be monetized by sharing it on ad-sponsored platforms, partnering with brands, charging subscription fees, providing services, and much more. Some examples of content creators are TikTok stars Charlie D’Amelio, PewDiePie, and Addison Rae.
YouTube: The Birthplace of the Creator Economy
The Working
The umbrella of the creator economy covers an entire ecosystem encapsulating creators, consumers, advertisers, and other stakeholders that significantly affect the way content is created, distributed, consumed, and monetized. The stakeholders within this realm are –
1. Creators also known as infopreneurs who engage in creating various types of content on a variety of topics to build and engage their audiences and monetize their creations. These creators can be Vloggers or Bloggers who give information and advice on specialized topics, Entertainers using their skills of writing, creating music or expressing through other art forms, Guides and Experts sharing their knowledge on products or services and Celebrities who use their popularity to create content.
2. Consumers are the target audience of the creators who engage with them or follow their opinions for entertainment or information. Consumers also support creators monetarily through content subscription.
3. Platforms are used equally by the creators and consumers to engage with each other. These are third party facilitators that help creation, distribution, consumption and monetization of content. YouTube and Instagram are examples of such platforms.
4. Businesses advertise their wares and services through content creators. Partnering with influencers allows these businesses a direct access to their target audience. It also helps to make marketing campaigns effective. Influencers earn highly from brands through this partnership.
5. Tools are solutions that help the stakeholders to create and distribute content and also provide valuable performance insights to creators and businesses.
Business Models of Creator Economy
As new and emerging as this economy is, it has introduced innovative business models that has allowed successful career sustainability for creators. Off the many business models that have sprung around this economy, some commonly successful ones are –
1. Platform Revenue Sharing
As the most popular business model with the least barrier entry, it is used by creators who enjoy a significantly large following and want to diversify their earning sources. Creators monetize their content by earning a portion of the advertisement revenue that is generated from their channel pages and posts.
As the name suggests this commission earning based model helps both the creators to generate revenue and the businesses to generate credible leads. Through this business model, creators share coupon codes or special links that they receive. These are then tracked by the platform to ascertain if such leads have converted into actual sales.
3. Product Placement
This type of business model works on brand partnerships where creators and influencers are paid to use or feature brands and products in their content. Creators are remunerated for mentioning the products and services and providing website links in their content. Product Placement model is preferred by influencers who enjoy a large following as their fees per mention depends on their audience reach and penetration.
This model works on exclusive contracts between a business and the influencer. The influencer agrees to exclusively promote the business or brand by featuring it in their content.
5. Subscription
There are several platforms like Instagram that offer a subscription based business model. This entails viewers paying a subscription fee to watch exclusive content, live streams and videos which are otherwise not accessible. This type of business model presents a great opportunity for creators to grow their direct fan-to-creator revenue.
6. Self-Brand Offering
There are creators who also launch their own products and services including accessories, clothing lines, bags, purses, etc that helps them in generating revenue and establish their own separate business that is sustainable.
India & The Creator Economy
Between the years 2018 and 2022, startups within the creator economy in India have raised USD 2.5 billion and as per reports, it is growing at a CAGR of 25%. The main reasons behind its growth trajectory are flexible office hours, remote work and renewal of passion pursuits.
According to Tamseel Hussain of Livemint – “Doctors are joining the creator economy and creating shows on various health issues, farmers teaching other farmers organic farming through story telling or even brands enabling their own community members to share powerful stories instead of going to influencers.”
The driving indicators of the Indian creator economy’s growth potential are the fundamental changes in consumer behaviour, consumption patterns and the increasing number of first-time creators showcasing their talent.
Reiterating this Tamseel Hussain said – “The rise of affordable smartphones and internet-access packages, coupled with digital media, has made being a creator easier. The capacity of hungry audiences demanding a variety of content is also a massive driver. Today stories are everywhere, from social media platforms to televisions, OTT, offline screens and even food and shopping apps. This is changing the landscape for the creator economy, especially in smaller Indian towns and cities, by building new opportunities for creators and offering unique stories to people where they spend the most time.”
The already growing creator economy was, then, disrupted by the outbreak of the coronavirus pandemic. The severe lockdowns pushed imaginative boundaries as creators flocked the digital space showcasing a wide variety of talent and monetizing their content.
What is also fuelling its growth is the increasing penetration of digitization of the rural areas of the country. It is widening prospects that is ably supported by cutting-edge technology. The rapid expansion of the Tier II and Tier III cities of the country means that more than 100 million new creators are expected to join the creator community further adding to the growth of the creator economy.
Conclusion
The rapidly growing creator economy is also facing obstacles and challenges. However, the constant technology evolution is quickly answering those challenges making the future look very promising. The creator economy of India is set to scale with people able to generate revenue doing what they love and connecting with their roots. It will be interesting to watch how the evolution shapes in the coming years.
FAQs
What is the Creator Economy and how is it transforming the way people earn a living?
A software-facilitated economy created on social media platforms that allows creators and influencers to earn revenue, transforming the way people earn by providing opportunities for self-employment and income from a direct audience.
Who are the key players in the Creator Economy and how do they generate revenue?
The key players in the Creator Economy are creators and influencers who generate revenue through sponsored content, merchandise sales, and direct audience support such as tips, subscriptions, or paid memberships.
What are some popular platforms that are driving the Creator Economy, and what kind of content is most successful?
Popular platforms driving the Creator Economy include YouTube, TikTok, Instagram, and Patreon. Successful content includes video content, tutorials, lifestyle, and entertainment.
With more than 2.93 billion users, Facebook offers a huge potential audience for any kind of business However, with more than 70 million active Facebook business pages on the network, there is also a lot of competition for getting likes. Facebook is the biggest social media platform and it has emerged as one of the best advertising platforms for both B2B and B2C businesses. It has over 1 billion active users every day. As an entrepreneur, this is a golden opportunity for you to market your product or services. Getting a big amount of likes on Facebook is not tough. It becomes a whole easier once you learn how to use this platform in the best way to attract potential clients and boost your business.
Getting more likes requires you to share truly likeable content and engage in ways that make your brand likeable. It’s about getting more likes by working to create content that has real value for the audience. In this article, we will discuss the ways by which you can get more likes on Facebook.
The key to Facebook’s advertising is targeting. Facebook has the best ad targeting of any site. This targeting allows you to get super specific about what audience your ad reaches.
Some of the ways you can target your ads on Facebook:
Custom audiences – allows you to target existing customers or leads
Location – allows you to target by location
Gender – allows you to target by gender
Interests – allows you to target by interest
Behaviours – allows you to target past behaviour, such as someone visiting your website
Connections – allows you to target people who already like your page, or who have connections that do
There are two types of Facebook ads that marketers can use:
Sponsored Posts – Facebook Sponsored posts appear directly in the Facebook newsfeed. Users see the ads when they scroll.
The Right-Hand Column Ad – The right-hand column ad appears in the right column of the Facebook feed. These ads are smaller, but they can’t be scrolled past like sponsored posts in the newsfeed. Marketers often use right-hand column ads for retargeting purposes.
Invite People to Like Your Page
Inviting personal friends to like your Facebook page is still a great way to start building your business. The first step toward inviting people to like your Facebook business page is to have a Facebook Business page. You need to create a business page on the platform. After creating the page, now you can invite people to like that page.
Steps on how to invite people to like your page are:
Go to the Facebook page.
Click on the dots at the top right of the page.
Select the ‘Invite Friends’ option.
Invite as many friends as you want to like your page.
Host a Giveaway
A Facebook giveaway is the easiest way to generate leads and grow your following on social media. A Facebook giveaway is one of the only remaining ways to generate leads on social media – the other being paid advertising. Consistent audience engagement and posting high-value content are important on social media.
Step-by-step on how to run a giveaway on Facebook for your business:
Choose a prize
Location – allows you to target by location.
Gender – allows you to target by gender.
Interests – allows you to target by interest.
Behaviours – allows you to target past behaviour, such as someone visiting your website.
Connections – allows you to target people who already like your page, or who have connections that do.
Post-Attention-Grabbing Content
Attention-grabbing content is imperative if you want to grow your business. It’s way harder than it seems. You have to think of what you want to talk about, to whom you are talking, and how it’s the best way to deliver your message. You will need a lot of time then good writers and editors also a content marketing strategy.
Some tips on how to write grabbing content:
Create Great Headlines
Hook them up
Make your content solve a problem
Make it scannable
Understand why it’s important for your business and set goals
Create a CTA (call-to-action)
Edit and proofread on repeat
Add a Facebook Likes Pop-Up
If you want your content shared widely around the web, Facebook is the best place to get big results. One of the best ways to reach potential Facebook fans is on your website. After all, your website visitors have already interested in what you have to offer. There are plenty of options for Facebook popup plugins and other software. If you already have a website, then one of the best ways to reach Facebook users is by creating a ‘Like Us On Facebook’ button or pop-up.
Try Out Facebook Live
Facebook Live is a feature of the Facebook social network that uses the camera on a computer or mobile device to broadcast real-time video to Facebook. Live broadcasters can decide who on Facebook can see their video and use this content to engage their audience during the moments and events that are important to them.
Tap the camera icon to the left of your search bar.
Give Facebook access to your camera and microphone when prompted.
Switch to ‘Live’ at the bottom of your camera screen.
Choose your privacy and posting settings.
Write a compelling description.
Tag friends, choose your location or add an activity.
Set your camera’s orientation.
Add lenses, filters, or writing and drawing to your video.
Click the blue ‘Start Live Video’ button to start broadcasting.
Interact with viewers and commenters.
Click ‘Finish’ to end the broadcast.
Post your reply and save the video to your camera roll.
Partner With an Influencer
Influencer marketing on Facebook starts with a brand identifying a Facebook user with a medium-to-large (and highly engaged) follower base that overlaps with the brand’s target audience. Once the brand and influencer have reached an agreement, the influencer will create a specified number of Facebook posts about the brand’s product. You’ll need to work with your influencers to tailor a campaign to your goals. The type of content an influencer produces should directly tie into your goals.
There are two ways you can find influencers on Facebook: manually searching your existing Facebook fan base or tapping into tools that will search the entire platform for you.
Get Tagged by Other Facebook Pages
Tagging is a great way to reach more people on Facebook. Getting tagged by bigger Facebook pages can help you get more Facebook followers. Facebook might occasionally think that posts you’ve tagged another business in are considered ‘branded content’ even if they’re not. Collaborate with them and get your page tagged with their Facebook page.
Use Automation Tools
Facebook automation software is designed to automatically handle the tedious maintenance of your brand’s Facebook page more efficiently and effectively than even the best social media coordinator could. You’ll need to consider many factors the number of posts you need to schedule and the number of people who manage your social media accounts.
Some of the best Facebook Automation Tools are:
WoopSocial
Facebook’s Integrated Scheduler
HootSuite
Clincher
SocialBu
Engage With Your Community
Your community is your audience on Facebook, so you have to keep them engaged with your content. Therefore, some of the tips and strategies that you can follow to engage with your community are:
When you post any content focus on quality instead of quantity
Post when your fans are online
Upload your videos onto Facebook
Go live when you need to share some important information
Asking questions is a good way to offer your followers a chance to share their thoughts.
Boost your top-performing posts that are proven to engage your audience.
Besides boosting your top posts, you can also recycle them
Learn from other Facebook Pages and see what has been working for them
Testing new types of content keep you at the edge of the latest trends
Reply to all their comments
Total Facebook Users in India
Conclusion
Facebook is one of the biggest and most popular social media platforms. Over 2.9 billion people use Facebook. Businesses have started adapting to the digital world and nowadays, to be visible, you have to be on social media plus Facebook is the perfect social media platform to be visible for your business. Likes define how you are able to engage your customers with your posts, so following the above tips, you’ll be able to get many likes on Facebook.
FAQs
Is making a Facebook Page good for a business?
Facebook page can help a business a lot, as there is hardly anyone who doesn’t use Facebook, it will help your business get visible in front of other people.
Who was the founder of Facebook?
Mark Zuckerberg is the founder of Facebook.
How many people use Facebook?
Over 2.9 billion people use Facebook and worldwide it is the most popular social media platform.
This article is contributed by Mr. Maddie Amrutkar, Founder, Glad U Came. Glad U Came is a leading PR & Influencer Marketing agency in Mumbai.
If you think it’s too early to plan Influencer Marketing strategies for 2021 then you’re wrong. The industry has grown leaps and bounds in the past few months and Influencer Marketing has played a huge role in it for businesses. With powerful tools like Instagram Reels, Shop, IGTV, Facebook pay and Instagram Live badges, social media has become a rich and engaging alternative tool to encounter the traditional form of media; to target consumers in a new manner.
Influencer Marketing is the backbone of this and has helped brands map out their strategies and get ahead of their curve. Since companies plan marketing campaigns months in advance, now is the right time to prepare a strategic and advanced Influencer Marketing approach for 2021!
In the past, brands would approach an influencer and pay them to create content promoting their products – new launches or talk about the service. The fees would vary as per the following range and engagement rate of the influencer. The influencer would then post the content and share it with their social media following – usually on Instagram, Facebook, Twitter, Snapchat, etc. The best part about Influencer marketing is that it can work for businesses of all shapes and sizes, whether you’re a startup looking to grow your awareness and following, or a big brand wanting to launch a new range or drive sales of a specific product. Isn’t that amazing? Considering the above, here’s how one can prepare for Influencer Marketing in 2022.
Well, how will you aim if you have no goal to achieve? Your goal will be the driving force of your Influencer Marketing strategy. You need to know the 5 Whys behind your actions before beginning. There are certain crucial things one needs to keep in mind before setting your goals:
Be specific
Set attainable goals
Make sure that your goals are measurable
Create a Breakthrough Influencer Marketing Plan
The success of an Influencer Marketing plan relies on how well strategies are planned and executed. The strategies can rapidly build brand awareness by generating premium content for the customers it’s designed to engage in. Executing a complete influencer marketing strategy that boosts your brand exposure and connects with your target audience sets the base of a successful plan.
Choose the Right Influencers
When there are too many creative influencers out there, it becomes difficult to choose the best one for your campaign. There could be various ways to choose influencers on the basis of their genre, engagement, content and lots more. The ideal way is to see which influencer is the best in their own niche and whether or not that fits well with your brand.
Select the Right Social Media Platform
Social Media Platforms
Being on every social media platform is not necessary. What matters is to create an impact on the ones you are present. Your presence is what counts rather than being on all social media platforms. Putting out substandard content will only make things worse for you. Instead, research and plan your social media presence that aligns with your goals and appeals to your target audience. Focus on the platforms that are preferred by your targeted demographic.
Use the Art of Storytelling
It is the story that sells, not the product! Consumers are always driven by good and impactful stories. It is the emotional attachment that the brand builds with its audience that counts. They inspire ideas and create attachments.
Influencer/ Celebrity Gifting Is the New Thing
Influencer/ celebrity gifting can be one of the most effective ways to gain exposure for a client, particularly when they need to make an immediate impact. Although it’s not an easy service that can be accomplished effortlessly. Researching out to the right bloggers can take hours, and often your top choices don’t respond right away. You can go back and forth a dozen times just to finalize delivery details, and follow up for weeks after to ensure the post is published. Despite this, the good part is that influencer/ celebrity gifting is a super cool and effective way to reach out to your audience through top-notch celebrities and influencers.
Engagement and Analytics
Analytics help you understand your audience and learn what generates more traffic. Without them, you can’t make accurate sales forecasts and perfect your products. You can effectively use social media data to drive performance and analytics must be focused on. Review the analytics, and give attention to the stats like follower growth, page views, number of posts, likes, shares, impressions, clicks, etc.
Marketing and businesses go side-by-side. It is something that can make a business from nothing to everything.
Be it products, services, movies, or others, everything needs marketing to prosper. Many strategies are now available in the markets. For example- Email, ads, social media, co-branding, etc.
One of the most popular marketing strategies nowadays is Influencer marketing. It was not long ago when it was a budding concept. But now, this strategy has more power in it than one can think of.
This strategy seeks people having influencing personalities and takes advantage of it. Since it is now super lucrative, many agencies help businesses with this.
It is a strategy that takes advantage of the influence that certain individuals hold to meet business goals. This strategy can take place on the basis of payments and sometimes on the barter system.
An influencer is someone who produces content for platforms to gain an audience. With an increasing audience, they are able to develop a sense of trust among them. This gives them the capability to create a big impact on people’s buying decisions. They can help a business to target a wide audience that is beyond their target category.
The influencers involve three main types. These are celebrities, bloggers, and micro-influencers. Celebrity marketing has been in existence for a long. It is the rapid rise of the digital world that paved the way for bloggers and micro-influencers.
In this type of marketing, influencers get paid by businesses to showcase their brand. Since they have a close relationship with their followers, they are able to develop their trust in the brand. Hence, businesses get to reach a large audience with this strategy.
Benefits of Indulging Influencers in Marketing
Influencer marketing is the latest and the most popular trend for marketing currently. Here are some of its benefits:
The first advantage is that this helps a business to reach more audience. A brand may or may not have strong followers of its own. So, this strategy enables them to reach a wide audience towards them.
Another important benefit is the development of trust. People feel more related to the influencers of today. So, this helps a business to integrate trust among the audience.
This strategy has the ability to influence people’s decisions. Stronger the influence, the more they trust, and thus, more sales.
It is cost-effective. A business does not have to make any huge investment for this method of marketing.
It can help a business to increase its engagement. This can also enable a brand to become the talk of the town.
Today, we all can understand the value and importance of this marketing strategy. But putting this into practice can be a bit hard. There are times when brands are not able to find the perfect person for their business. It is likewise for the influencers. So, to solve this gap, many agencies are now present to act as a bridge.
Here are some of the agencies present in India:
Buzzerati
Buzzerati is a platform for influencer marketing, founded in the year 2016, by Samar Verma. It has a wide network of bloggers, celebrities, popular personalities, and more. This network spreads across all the social media platforms.
It collects and analyzes the data of top influencers, their followers, engagement rate, and more. This helps the brands to create appropriate messaging and find the best relatable influencer. This also enables them to create network campaigns.
Plixxo
One of the largest platforms in this field is Plixxo, founded in 2017 by Priyanka Gill. It is powered by the super popular name in the industry, POPxo. It acts as a bridge between brands and influencers.
This enables them to connect with each other and produce the desired content. To avail of its services, both can register themselves here.
They have top influencers on board like Kritika Khurana, Aashna Shroff, and more. Also, the platform has worked with top brands like Westside, Maybelline, etc.
Influencer
Influence.in is another agency, founded in 2015 by Suneil Chawla and Vikas Chawla. This platform has a huge base of influencers over various social media channels. With such a wide range, it becomes easier for a business to find the most appropriate person for their brand.
The catchy name, regular campaigning and, great services have made the platform a popular choice of many. They have worked with renowned brands like Nykaa, Himalaya, etc.
Grynow
This is another popular platform in India. It was founded in 2018 by Washib Khan. This provides the data about the influencers to the brands that help them save a lot of time in researching.
Here, the brands can make requests about their preference of content and channel. Then the interested influencers can send their proposals for the same. The platform helps with the entire process. It takes care of apt video creation, uploading and also tracks engagement and, sales.
Pulpkey
Another popular name in the list of agencies is Pulpkey, founded in 2017 by Amit Mondal. It is a great platform, where both brands and influencers can find each other and work together.
They help the brands to find an ideal creator for their marketing. They have worked with prominent brands like amazon, ZARA, Nestle, etc.
Eleve Media Pvt. Ltd.
It is a compelling agency that helps brands to make the most of their marketing through popular content creators or influencers. It was founded in the year 2012. The founders of the agency are Rohit Khanna and Prince Khanna.
The platforms help the brands with their campaigning strategies and also ensure top-notch engagement. Both brands and influencers can sign up on the platform to give and get the work. The agency has worked with big brands like BMW, hp, Cadbury, Adidas, etc.
Blogweet
It is an agency based in Delhi, founded in 2016 by Darshan Kumar and Satish Arya. It provides the brands’ access to many influencers over social media. The brands can find the ideal person for their promotions.
The agency has worked with popular brands like gaana, BlackBerrys, etc.
Conclusion
The rise in the demand for influencers gave birth to many agencies. These help the brands to connect with the ideal persons. The widening of the digital world during the pandemic helped budding creators develop into established influencers. They were able to create a big impact on people’s mindsets.
These people have earned a huge audience over their social media channels. This makes them a perfect medium for brand marketing. Thus, this marketing strategy has grown well, is growing, and continues to grow even more in the future.
Which are the leading agencies for Influencer Marketing in India?
Leading Agencies for influencer marketing in India are:
Buzzerati
Plixxo
Influencer
Grynow
Pulpkey
Eleve Media Pvt. Ltd.
Blogweet
What are the benefits of Influencers marketing?
Some of the benefits of influencer marketing are:
Increase brand awareness
Increases audience reach
Builds trust
Drives purchases decisions
Saves marketing time
How does influencer marketing works?
Influencer marketing uses influencers to promote a brand to a larger market. Influencers are public personalities with a huge fan following base. They help in increasing brand awareness to a large audience.
Are influencer marketing agencies worth it?
Influencer marketing agency helps in finding and managing your influencers. It saves the time associated in marketing. They are professionals to make proper strategies as per our business needs.
Influencer marketing is the type of promotion that relies on using key pioneers and personalities to drive your message to the bigger market. As opposed to promoting to an enormous gathering of shoppers directly, you rather procure or pay influencers to get the word out for you. Influencer promoting regularly goes connected at the hip with two different types of showcasing: web-based life advertising and substance showcasing. Most Influencer battles have a type of internet-based life segment, whereby influencers are relied upon to get the message out through their social channels.
Numerous influencer battles require a substance component wherein you may make content for the influencers, or they make the substance themselves. Even though web-based life and substance advertising regularly fit inside influencer crusades, they are not synonymous with influencer promotion.
The impact on the economy has changed how we purchase things. About 67% of advertisers report that they are occupied with some type of influencer marketing, a number that is probably going to grow as web-based social networking influencers acquire standard presentation. The influencer economy is moving towards increasingly streamlined arrangements, grasping instruments like influencer systems, coordinating stages benefits, and automated processes to assist brands with tapping influencers more effectively.
Brands who aren’t a piece of this economy are losing control. Customers currently control the purchaser’s adventure, and they are becoming more enthusiastic with the advancement of computerized promoting. Here are some drawbacks of computerized
40% of advertisement income lost to promotion obstruct by destinations that target recent college grads – President of IAB.
$7.2 Billion evaluated worldwide misfortunes to bot extortion in 2019.
56% of paid, for advanced promotion impressions are never observed.
62% of customers trust marks less.
A colossal 66% of clients are overpowered by such a large number of web-based promotion of messages, and 20% of purchasers would blacklist a brand in light of inordinate advertisements. Advertisers should think about influencer content since it gives the ideal fix to “promotion weakness” and unlike conventional advertisement crusades, doesn’t convey genuineness.
Brilliant brands are battling this by utilizing influencer marketing in India to make a continuous discussion with shoppers, perceiving that they are impacted by various individuals at various times in different ways. Rather than unavoidable losses from advanced promoting, brand social and substance showcasing, the influencer marketing in India goes past reach and snaps to consistent commitment and discussions that drive trade. This gives you measurements that issue and line up with your business objectives, some of which are:
Pulling in new clients.
Expanding rehash buys.
Driving client dependability.
Augmenting client lifetime income.
The Influence of influencer
Shoppers need genuine voices, not anonymous deals administrators who utilize a similar old stunt. Advertisers can’t overlook influencer marketing in India anymore since content makers can drive business development and convey credibility that draws in with crowds. Envision a large number of voices having valid discussions about your image that hold influence in a manner your voice alone never could. That is the intensity of influencer marketing. The scope of influencer marketing in India is very high as consumers in the country are easy to mould and influence.
How Does Influencer Marketing Work?
If you’re a marketer and feeling the pressure of delivering more revenue while having less control over messaging, you’re not alone. The landscape of marketing has changed significantly and consumers determine the messaging they want to see. Brands no longer have center stage, consumers do. If you want to be a part of consumer conversations, you have to play by their rules. Social media is where consumers are having conversations today, and one of the most impactful products to emerge is that of influencer marketing in India. So how does influencer marketing work?
At a high level, it is a form of branded engagement where marketers connect with those who boast prominent social footprints. The goal is to plug into new communities and connect the brand/product to new audiences through the voice and trusted relationships of the said influencer.
How Does Influence Marketing Work?
Authentic content creates trust. People gravitate toward digital influencers because they value the content that they create. Developing strategic relationships with these influencers allows brands to incorporate their messaging into that content and share it with consumers through a trusted source. To make the most of this opportunity, brands must allow influencers the ability to stay true to themselves when working on sponsored content.
Insincere or irrelevant content will rapidly erode an influencer’s power by reducing their followers’ trust in them. If brands want to be relevant to consumers, they must think of media as a way to attract, engage, and convert prospects. That means meeting consumers with content they care about and trust. Working with influencers is an effective way to fuel a conversation about a brand using trustworthy content.
Influencer Marketing Growth
Since influencer marketing results in engagement, it also results in earned media. Influencers are experts at generating discussions online, and the content they create on behalf of a brand is talked about, shared, and reposted. That is earned media. Earned media is trusted more by consumers. When influencers write about their own experiences and share compelling content about a brand, it can have a dramatic effect on their audience.
Online activity is a core part of the decision making process. In today’s digital world, people can access information about products long before they reach a brand site. They turn to their peers online for recommendations about products, they look for information through search engines, and they read product reviews. Therefore, it makes sense for brands to partner with social media influencers. They can share product and brand information that shapes purchase decisions.
Social media has changed the way brands interact with consumers by fostering an environment where consumers have immediate access to information. Through social media, people gather input about brands and products and then make purchase decisions based on what they discover. Successful brands leverage social media to stay connected with consumers by actively participating in this online dialogue. However, advertising is not the same as being part of the conversation.
Growth of Influencers
How To Start An Influencer Business?
Like any advertising strategy, an influencer program requires focus and arrangement. You won’t discover vital achievement just by sending free things out to everybody who asks or to your current companions and associates. So, here are some steps to start an influencer business,
Discover Influencers And Decide What To Pay Them
Much like any system, exploring is the initial step. Pick the system you need to concentrate on first. You can generally extend to different systems later; in case you’re starting out, stay with one. In a perfect world, your image should as of now have a nearness on this system and knowledge of it. Socioeconomics fluctuates on each system.
The business you’re in matters when you want to actualize an influencer showcasing procedure. Magnificence and style brands sparkle on Instagram and YouTube. The computer game industry overwhelms on Twitch. During your examination stage, investigate the kind of influencers you’re keen on. Are you going for big names with monstrous followings? Or micro-influencers with under 2000 supporters? Maybe something in the middle of in the 5–10k range is more your inclination. Whatever you choose to concentrate on will decide your spending limit.
Pay shifts fiercely, so do see the regular rates for those influencer types. Micro-influencers will, in general, be centered around a couple of themes and acknowledge items. Some micro-influencers work freely while others might be spoken to by an organization or system. Bigger records and big names will require payment and may even experience an ability organization.
One approach may be to contrast your desires for influencers with different firms, and measure the spending limit for a video generation association’s work in making promotion for you versus an influencer making a video. It might appear at first as if passing judgment on the estimation of influencers is erratic; however, this sort of approach will give you a commonplace purpose of examination and complexity.
How To Do Influencer Marketing In India
In 2019, Influence.co distributed the results of its examination into Instagram influencer installment. It evaluated the normal expense per Instagram post and found:
The general normal cost was $271 per post.
The normal cost for miniaturized scale influencers with less than 1,000 supporters was $83 per post.
The normal cost for influencers with more than 100,000 supporters was $763 per post.
Research is critical and you’ll wind up coming back to this progression frequently all the while.
Management And Budget Allocation
You now have some idea on what to pay influencers and decide your spending limit. Factor in time for arranging, executing, and surveying your technique. Running a fruitful influencer advertising effort is anything but a set-it-and-go kind of technique. It’ll include cautious checking and development.
In contrast to an increasingly robotized advertisement procedure, influencers are human and some may fall behind in their duties to post on schedule or make blunders in your mentioned labels or invitations. You’ll have the opportunity to be more active with these connections and refine your methodology by gaining experience about what works and what doesn’t in your specialty.
On the off-chance that you have the opportunity and cash, consider setting up a conventional envoy program. Fujifilm uses its envoys in new item dispatches. With an assortment of picture takers and videographers available, the organization is ready to broaden its feed to feature what Fujifilm gear can do.
Consider setting up a proper diplomat program. For brands that need a more extensive pool of influencers, employing an influencer advertising office who will do the examination and coordination is a decent plan.
Settle On Objectives And Message
The two most regular purposes behind utilizing influencer advertising are to raise brand mindfulness and increment deals. Rather than setting this wide focus as your two objectives, it will be better to commence your technique by focusing on what your image’s needs are. Maybe you need to build your client base in a more youthful demographic. Or, you need to venture into another client bunch with another item. You may need to skip drifts and use influencers to discuss your image esteems.
Your message is similarly as significant as your objective. While you would prefer not to smother an influencer’s inventiveness and uniqueness, you don’t need them to present something random on your crusade. Decide how you need to structure your influencer advertising efforts and message so you can adhere to it later on.
Survey And Change Your Procedure
Regardless of whether your influencer showcasing effort is continuous, you should have pre-decided dates on which you’ll gauge the procedure. The link below will help you in understanding how to follow your outcomes. Not all battles are effective but rather ideally, you’ll learn something new with each one you become a part of.
The best influencer marketing platforms in India are:
1. Plixxo
Plixxo is one of the greatest influencer promoting stages in India with more than 26,000 influencers. Propelled by POPxo organizer Priyanka Gill, it takes into account both influencers and brands. Bloggers, YouTubers, big names, Instagram influencers, and grounds influencers can join this stage. Brands can likewise welcome a huge number of influencers through Plixxo for going along with them in their promotion efforts. To put it plainly, Plixxo helps in streamlining influencer battles for brands.
Plixxo Influencer Platform
For influencers, Plixxo is a stage that checks their profiles, reach, and details. It demonstrates whether they are bonafide influencers. Plixxo is a successful business age instrument that enables them to get paid brand battles. Likewise, it additionally empowers influencers to help their crowd through online networking posts. For brands, Plixxo makes looking for influencers simple. It enables them to dispatch battles involving a thousand influencers and makes running influencer crusades simple and bother free.
2. Influencer.in
Bragging a base of more than 25,000 online networking bloggers and influencers, Influencer.in allows you to locate the privilege influencer for your image. Through ‘Influencer Discovery,’ you can get an vantage view of an influencer and decode if he or she is the correct counterpart for your image. The customers who keep Influencer.in going incorporate Hike, Himalaya, Axis Bank, Nykaa, and SHAREit.
3. Mad Influence
With 10,000+ influencers crosswise over India, Mad Influence is one of the main and the best influencer marketing platform in India. Its key target is to bring gifts, content makers, influencers, and brands together and achieve astounding outcomes together. Its classifications are extremely huge and spread across domains—from Automobiles to Education, and Health to Religion. Mad Influence has served more than 50 brands till date. The stages that Mad Influence takes a shot at include Facebook, Twitter, Instagram, TikTok, and YouTube.
Mad Influence
Key administrations incorporate Brand Activation, Event Promotions and Integrations, Social Media Campaigns, Content Curation, and Product Reviews. Top brands served by it incorporate Dharma Productions, TikTok, T Series, Hotstar, ALTBalaji, Sony Music, HCL and others.
4. PulpKey
PulpKey is an Indian influencer showcasing stage where brands and makers work together to recount stories. You may either login as a brand/agency, or as a creator/talent manager. To sign in as a creator or a talent manager, you either need to have at any rate 2,000 supporters on Instagram, or at least 500 endorsers on YouTube.
PulpKey additionally needs to address and take care of issues relating to the advancements completed by influencers and the absence of trust among purchasers and brands. Their not-too-bad program of eminent customers incorporates Wego, HelloDhobi, Hypstar, Bombay Shaving Company, Happn, and some more.
5. Winkl
Bengaluru-based Winkl helps bloggers, influencers, and substance makers in making their very own media units for displaying their work to companions, get inputs, and interface with brands to chip away at joint efforts.
Winkl Influencer Platform
It expects to turn into the most sought-after influencer showcasing stage in India and become the favored advertising channel for brands, a medium to assist them with collaborating with influencers for accomplishing business results. Top customers incorporate Flipkart and YGL.
6. Eleve Media
Eleve Media helps in ideating brand battle methodologies and sponsorship them with compelling promotion arrangements to convey top-notch commitment for the brand. It plays out various capacities like distinguishing the perfect individuals as indicated by area, specialty, reach, and different measurements. It likewise empowers the brand in utilizing content crosswise over stages, scaling impact, powerful estimation and examination of battles, and giving counseling administrations too.
Brands who trust Eleve Media incorporate goliaths like Amazon, Coca Cola, Chevrolet, Lays, Honda, Bacardi, Airtel, Philips among 25+ other top brands.
7. StarNgage
StarNgage is a worldwide influencer showcasing stage with nearness in India. It also assists in examining, altering, overseeing, and estimating the informal advertising efforts on Instagram. Through StarNgage, brands can accomplice Instagram influencers for pulling in and drawing in clients by conveying important, accommodating, and customized visual encounters. StarNgage also tracks, dissects, and benchmarks a huge number of Instagram profiles which guarantees the accomplishment of Instagram crusades.
8. Blogmint
Blogmint is said to be Asia’s first item based influencer showcasing stage and one of the first influencer advertising stages (in quite a while) which associates brands with social influencers – Bloggers, YouTubers, Twitteratis and Instagramers. Outstandingly, this stage helps in recognizing and connecting with influencers to make amazing social and video content. With more than 29,000 influencers and 900 brands/organizations, Blogmint is amongst the favored commercial centers for influencer advertising.
By 2020, worldwide influencer advertising is estimated to be a $20 billion industry. Of this, India represents a juvenile piece, somewhere in the range of $75 and $150 million.
As it were, it is a current rendition of customary superstar underwriting. Brands team up with “influencers” who have a reliable background and could influence their devotees by connecting promotions to the brands’ offerings.
Most brands in India have distributed between Rs1 lakh and Rs10 lakh ($1,409-14,091) each as their influencer promoting spending plans this year as per an ongoing study. The sizeable binge spend is simply going up, with 72% of Indian firms intending to expand their spending via web-based networking media influencers, of all shapes and sizes, in 2020, the report said.
Brands have chosen influencers based on their fan following. In any case, this has changed as of late, especially since devotees can now be purchased. A study has discovered that Indian influencers on Instagram have 16 million counterfeit devotees.
Also, greater the superstar, more the expense. Priyanka Chopra and national cricket crew captain Virat Kohli, with 45 million and 42 million adherents on Instagram, individually charge well above Rs. 1 crore per post. In the interim, influencers with more than 500,000 supporters energize to Rs. 7 lakh per post, and nano and small scale influencers, who have under 5,000 and 30,000 devotees individually, charge Rs. 8,000 and Rs. 18,000 per post.
Obviously, with incredible power comes extraordinary duty. Since influencers with eager fan-bases can influence enormous crowds, the Advertising Standards Council of India (ASCI) is keeping a nearby watch. The advertisement controller is taking a shot at rules for web-based social networking influencers, individuals who advance items on the web to help clients settle on educated choices concerning their online buys.
Influencer Marketing – FAQs
What is the Importance Of Influencer Marketing In India?
The impact on the economy has changed how we purchase things. About 67% of advertisers report that they are occupied with some type of influencer marketing, a number that is probably going to grow as web-based social networking influencers acquire standard presentation.
How much do influencers charge per post in India?
Well, that depends upon the no. of followers influencers have. Like, Influencers having over 500,000 followers, the rate per post can vary between 1.5 Lac to 7 Lac.
What are influencer marketing platforms?
An Influencer Marketing Platform is a software solution designed to assist brands with their Influencer Marketing Campaigns. Influencer Marketing Platforms provide influencer discovery tools for brands and agencies, some also offer massive searchable databases of potential influencers, using clever algorithms.
What is Instagram influencer marketing?
Influencer marketing takes the idea of celebrity endorsement and places it into a modern-day content-driven marketing campaign.
Which platforms do influencers use?
Influencers use a variety of influencer marketing platforms to get discovered by brands and to track their progress too. They also use social media scheduling platforms to regularly publish their content on social media. Among social media platforms, Instagram is the most popular platform for influencer marketing.
How to build an influencer marketing platform?
Here’s how you can build an influencer marketing platform in 5 simple steps:
Plan the platform features
Develop the platform and select the target social networks
Start accepting influencer applications
Grow your influencer database
Collect valuable data on engagement, audience, etc
Kinnary Nensee
