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  • Government Guidelines For Social Media Influencers: Up to Rs 50 Lakh Fine for Failing Rules

    They are cool, young, smart, working-from-home individuals who have money, fame, success, and notoriety. They are the new-age professionals called social media influencers. These social media influencers are students who are either still studying or have left their education or have studied to become an influencer. They are a different breed from the traditional influencers who were either social activists, intellectuals, politicians, or change-makers in society.

    As per Meta (formerly Facebook), they have seen a year-on-year rise of 35% in the number of social media influencers in India as of September 2021. One of the fastest growing industries globally, the influencer marketing industry in India has valued at INR 900 crores and is expected to grow at a CAGR of 25% to reach INR 2200 crores by 2025.

    Reasons for the rising Popularity of Social Media Marketing
    The Growth of Influencer Marketing in India
    How do Influencers Help
    Governing the Influencer Marketing Sector
    What are the Influencers saying about Guidelines

    Reasons for the Rising Popularity of Social Media Marketing

    1. Targeted Audience

    This is one of the biggest advantages for brands as they can choose influencers based on real-time data. Brands can access the age group that the influencer is targeting, their interests, gender, etc. Celebrity marketing on television targets a wide section of the audience without understanding its relevancy.

    2. Cost Effectiveness

    This is the bottom line for any business. As an industry, influencer marketing is in a nascent stage and the competition between influencers affects the cost of collaborations. Brands are able to collaborate with many influencers with the same budget and reach a more relevant audience. The value for money in this case is higher.

    3. Ease of Platform

    Instagram, YouTube, or Tiktok as platforms are free of cost. Brands can advertise their products either with a single photo or a video that reaches audiences without it weighing heavily on the company’s pockets.

    4. Trust

    Influencers have already built a loyal audience that trusts them. Brands depend on this trust that is automatically transferred to them on the influencer’s advice. Influencers are protective of their audience and are wary of promoting products that are questionably in quality.

    The Growth of Influencer Marketing in India

    Social Media Influencers Demographics

    It was in the year 2014 when the concept of Branded Content came into existence around the world. In India, 2016 was the year when social media influencers gained prominence as brands began considering influencer marketing as a strategy. Niche marketing and content-driven marketing were formulated and utilized. Brand success suddenly depended heavily on a combination of the authenticity of the product and the credibility of the influencer.

    The sharp growth of influencer marketing and brand collaborations on apps like Instagram and YouTube was seen in the year 2019. Since then, it has steadily grown as brands have shown a growing preference for collaborating with influencers on the internet rather than proceeding with celebrities for television advertisements.

    By 2021, Influencer marketing on social media has taken over 73% of the market share leaving only 27% for celebrities. Additionally, the behemoth has grown from traditional sectors like food and beverage, personal care, fashion, and technology to now include sectors like BFSI and fintech too.

    How do Influencers Help

    Influencers affect all the levels of the funnel metrics including lead generation and conversion. They drive user engagement by using social media tools like sharing links to product pages, using influencer-specific discount codes, and posting reviews of true use. Brands can trace the influencer by their efforts to generate leads or encourage sales.

    Even within the BFSI sector brands are collaborating with influencers as people are increasingly relying on them to understand personal finance, discover new BFSI services as well as make important financial decisions.

    Over the years, brands have come to heavily rely on value addition through influencer marketing which is much higher than other marketing gimmicks. As per the India Influencer Marketing Report of 2021, 80% of the brands that have collaborated with influencers are of the opinion that the return on investment from influencer marketing is better than other marketing channels.

    Governing the Influencer Marketing Sector

    Rules for social media influencers, up to $62,000 fine for failing to disclose financial ties

    With the sector growing leaps and bounds, there are genuine concerns regarding dubious market practices in absence of any governing body for Social Media Influencer Based Marketing. In July 2021, the Advertising Standards Council of India (ASCI) had begun monitoring digital and social media platforms in an effort to reign in violations of its Influencer Advertising Guidelines.

    By May 2022, ASCI along with the Department of Consumer Affairs held a virtual meeting with the stakeholders including e-commerce entities, to discuss the magnitude of fake reviews on their platforms.

    As early as last week, the central government has decided to introduce a new set of guidelines for social media influencers in an effort to regulate the sector by introducing transparency of collaborations. The new guidelines are likely to be rolled out within the next two weeks. Among other regulations, the government will make it mandatory for social media influencers and creators to disclose their collaborations for paid reviews and paid promotions. The guidelines would also penalize the creators and influencers up to INR 50 lakhs for non-disclosure of financial ties with brands.

    What are the Influencers saying about Guidelines?

    The central government’s move to introduce these guidelines has met with unanimous consent from several content creators and influencers. They feel that these guidelines will encourage transparency in sponsorships as well as induce responsibility in large platform product promotions and curb scams. This move will also bring more clarity to users while recognizing social media influencers as legitimate professionals.

    Conclusion

    Influencer marketing in India will grow and continue to evolve as more and more brands are utilizing this platform for brand awareness and customer acquisition. With India’s vibrant startup ecosystem and bigger established brands looking to expand their customer base, influencer marketing is set up for a bright future as it continues to innovate and upgrade itself.

    FAQs

    Can we regulate influencer marketing?

    The government is set to introduce rules to regulate social media influencers, including penalizing them by as much as ₹50 lakh for failing to disclose financial ties with brands, Central Consumer Protection Authority (CCPA) chief commissioner Nidhi Khare said.

    What makes a good social media influencer?

    The best influencers engage with their audience, take time to answer questions, stay active on their respective platforms and publish content consistently.

    What kind of content do influencers post?

    Nowadays, video is perhaps the most popular kind of content they post.

    What content is not allowed on Instagram?

    Instagram is not a place to support or praise terrorism, organized crime, or hate groups. Offering sexual services, buying or selling firearms, alcohol, and tobacco products between private individuals, and buying or selling non-medical or pharmaceutical drugs are also not allowed.

  • Jockey Marketing Strategy | How Did They “Jockeyed” Their Way to Success

    Jockey International was founded in the year 1876 in Ludington, Michigan, the United States of America by Samuel T. Cooper and his Sons as a hosiery manufacturer. Soon his sons took over the business and established their new headquarters at Kenosha, Wisconsin, which is at a distance of roughly 305 miles from Ludington, and also started manufacturing union suits and became one of its largest sellers in America by the 1930s. It also started adapting the name “Jockey” as it indicated athleticism and flexibility.

    In 1934, they introduced their most famous brand in the V-Shaped briefs and this spread all over America like a rage. By the 1950s, they gradually started to make underwear for women by the name of “Jockette”. In 1972, they changed their name from “Cooper & Sons” to Jockey International Inc.

    In the years to come, they would expand their presence worldwide to every nook and corner of the world. They entered the Indian market briefly in the 1970s, but they soon quickly left and returned to post-liberalization India in 1994.

    They came to India through an agreement with Page Industries Ltd, founded by Sunder Genomal and brothers, and Page Industries soon became the single largest licensee for Jockey International in the years to come. Jockey established its first store in India on Commercial Street, Bengaluru.

    Let’s take a look at the different marketing strategies of Jockey International, their pricing strategy, product strategy, advertising strategy, and more in detail:

    Jockey Marketing Strategy
    Jockey Pricing Strategy
    Jockey Product Strategy
    Jockey Advertising Strategy
    Jockey Major Marketing Campaigns
    Jockey Social media Marketing Strategy
    Jockey Covid-19 Marketing Strategy

    Jockey Marketing Strategy

    Jockey’s marketing strategies can be roughly divided into two eras, before the 1980s, and after the 1980s. Before the 1980s, they were promoting how wearing Jockey is a symbol of athleticism, machismo.

    They wanted to show that wearing a Jockey meant you were someone tough as nails. But after that period, they realized that they alienated a huge potential market in the common man who wants to wear innerwear for more of a basic utility purpose, and thus from then onwards, their marketing strategies focused on promoting Jockey as something open to anyone, which is fashionable to wear for everyone.

    Jockey also started focusing more on women’s innerwear when they started their iconic “Jockey for Her” campaign in 1982 in which they showed that they even care about the comfort for women and thus they also want women to say proudly to the world they wear Jockey.

    This can be seen by the fact that how before the 1980s, Jockey aggressively promoted themselves with athletic personalities(especially baseball players) in Babe Ruth, Yogi Berra, Jim Palmer. But after that period, their advertisements have focussed more on the common man, the average school-going kid, the woman who while being a mother to her two kids, is also the executive president to a firm, and so on.

    This strategy is one of their main reasons for the success of the Jockey brand amongst Indian women when they re-entered the market in 1994 as unlike other brands, who kept it to the confines of the store’s basement as something to be shameful, Jockey spoke to retailers all over India to keep them in their store’s forefront. This helped a lot in breaking the stereotype that innerwear is something to be shameful for amongst Indian women in all age groups.

    Jockey Pricing Strategy

    Jockey has always focused on the middle-class sections of the society all over the world as their main market and has hence kept prices at a rate that is affordable once someone climbs up in the social-economic ladder.

    This worked wonders in countries like India where, with the liberalization reforms in 1991, a lot of people reached middle-class status or even beyond that with the new jobs added due to it. Jockey is thus seen as a symbol of the middle-class populace as a whole. The price of their product ranges from Rs 499 to Rs 999.

    Jockey Product Strategy

    Jockey’s most famous product is its V-Shaped brief underwear which they first launched in Chicago in 1935 and it became a huge success there. Since then it has been their trademark product and they have sold variations of that depending on the time they were in worldwide.

    They have also been loyal to their roots in the various shorts and socks they manufacture and have also started making a lot of T-shirts with simple designs for household purposes in multiple colours.

    For women, they have specifically designed and manufactured bras and lingerie so they feel comfortable in wearing them. They have also launched a separate product line for kids in innerwear, shorts, skirts, and so on.

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    Jockey Advertising Strategy

    Jockey has always been one of the strongest proponents of extracting the power of advertisements, could be through billboards located on the major roads of a city or through television advertisements.

    Jockey Billboard
    Jockey Billboard

    They realized the power of visual advertisements as early as 1911 when they published an advertisement in the Saturday Evening Post.

    In various television advertisements, they have taken the help of public relations firms like L&K Saatchi & Saatchi, DDB Mudra Group, etc.

    They also have a strong presence in the digital marketing space where they promote their campaigns using catchy hashtags to attract public attention. These hashtags can mainly be seen on social media platforms like Facebook and Instagram.

    Jockey Instagram
    Jockey Instagram

    Jockey Major Marketing Campaigns

    Just Jockeying

    Jockey's Just Jockeying campaign
    Jockey’s Just Jockeying campaign

    In 2009, Jockey made eleven advertisements across various newspapers with the message “Just Jockeying”. Here, they wanted to show that Jockey just isn’t underwear but a way of life. This struck a chord with the younger populace worldwide.

    Jockey Or Nothing

    Launched in 2012, these advertisements were sent out to make people talk about the product without making it the center of attention. In these advertisements, the main protagonist of the advertisement is in which they have to choose between two alternatives with no compromise.

    For this campaign, they launched a series of advertisements. Here, a woman goes on a long-distance trip with her dog and thus demonstrates her “unconditional love”, while she could have never shown her love and thus “nothing” in the first place.

    They have launched various advertisements as part of this campaign throughout the 2010s.

    Redefining Comfort

    Jockey Redefining Comfort Campaign with Rachel Zoe
    Jockey Redefining Comfort Campaign with Rachel Zoe

    In 2013, they launched their marketing campaign by the name “Redefining Comfort” in collaboration with famous stylist and fashion icon Rachel Zoe to show their more glamorous side and thus evoke the spirit of the modern woman who is not afraid of anything in life. They also used headlines such as “Comfort Just Got Sleek,” “Comfort Just Got Flirty,” etc.

    Show Em What’s Underneath

    As part of their new brand campaign in “Show Em” in 2016, Jockey launched a series of TV advertisements by the name of “Show Em What’s Underneath”. In these advertisements, they promoted the idea that they should be proud of wearing Jockey underwear and show that with pride no matter what problems you have in life. This is “a reflection of the values they are associated with and illustrate who they are” according to Mark Fedyk, their Chief Operating Officer.

    In these advertisements, Jockey celebrates the contributions of unsung heroes such as Chris Van Etten, the army veteran who lost his leg in a war, or Lisa Cumiaso, a female firefighter who has to risk her own life to save others, and so on.

    KnowsMe

    This campaign was launched in 2018 to strengthen Jockey’s dominant position in the women’s innerwear category with their new range of lingerie. #KnowsMe aims to show how Jockey can help the self-assured, modern woman to break the various stereotypes associated with a woman.

    They wanted to promote the idea that, in the end, Jockey is just one of their friends who wants to see them succeed in all aspects of life.

    To promote this, they have collaborated with social media influencers. They picked Instagram influencers, Ankita Kumar & Sharanya Iyer, to pack their bags and travel in a caravan through the seven Northeast states based in India.

    Jockey Knows Me Campaign
    Jockey Knows Me Campaign

    Here, Jockey Woman was acting as a friend, checking in and commenting on pictures, just like how their friend would be.

    Feels Like Jockey

    In 2019 they launched a campaign with the name “Feels Like Jockey” in which they launched a series of advertisements where a young woman or a young man dancing in their imagination, to the cult Nina Simone song of Feelin Good and showed how comfortable they were in that innerwear. To promote this on other social media platforms, they used the hashtag #FitsLikeASong.

    Not Just for Pros

    In August 2020, Jockey Move is built on the idea that fitness is not just for persons with a strong athletic build, but also for the everyday fitness enthusiast, who indulges in small routine exercises to improve his fitness and get a break from his monotonous work life.

    Jockey said. “The campaign line ‘Not Just for Pros’ articulates this essence and the films feature everyday fitness enthusiasts going about their routine workout.”

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    Jockey Social media Marketing Strategy

    Their recent social media campaign in November 2021 by the hashtag #BraAsVersatileAsIAm helps to associate with the various moods of modern women and they have bras to support all of those.

    Jockey wanted to break the perception that Jockey only offers bras for sportswear and they offer bras for everyday purposes first and foremost.

    For this, they collaborated with creative tech studio AliveNow to launch a game to promote its range of multiple bras for household purposes and where women can test the fit of the bra virtually by giving their entry sizes.

    Jockey Game
    Jockey Game

    Jockey Covid-19 Marketing Strategy

    One of the marketing campaigns Jockey has taken initiative with the onset of the pandemic is by targeting the kids who have been affected by schools being shut and thus staying home in the summer.

    They have launched a campaign named #JockeyJuniorsSummerLabs, where they launched virtual summer camps in the art and craft domain for kids to showcase their talents and thus also promote their products.

    JockeyJuniorsSummerLabs Campaign
    JockeyJuniorsSummerLabs Campaign

    Conclusion

    Here is a brief story of how Jockey has managed to market its brand through various strategies. This has paid rich dividends for Jockey International, as Jockey has one of the biggest worldwide media presence in the innerwear market.

    It has also paid from an Indian Perspective as Page Industries, the sole licensee of Jockey on the Indian subcontinent crossed the 100 crore rupees sales mark in 2005 and had a successful Initial Public Offering (IPO) in 2007.

    FAQs

    What are some of the marketing strategies employed by Jockey?

    Social media marketing, Billboard advertising, and Television commercials are some of the marketing strategies employed by Jockey.

    Who is the founder of Jockey?

    Samuel T. Cooper founded Jockey in 1876.

    Who is manufacturing Jockey in India?

    Page Industries Ltd has the license to manufacture, distribute and market Jockey.

  • 1mg Marketing Strategy – How It Used Content to Drive Sales

    Why can’t we shop for necessities such as medicine online, if we shop for clothes, food, and electronics? 1Mg, situated in Gurgaon, India, is an online marketplace of medicines. It offers e-pharmacy, diagnostics, online consultation, and health content, among other things. Prashant Tandon, Gaurav Agarwal, and Vikas Chauhan launched it in April 2015.

    Medicines are available at a discount if ordered from the website or the mobile app. This makes healthcare a hassle-free experience. Every health-related product and medicine such as allopathic, homeopathic, and vitamin supplements are available.

    They also provide lab tests, and online doctor consultations that too 24/7 and collaborate with insurance companies to offer easy and affordable care to its customers, provide diagnostics, and a lot more.

    1Mg provides a wide range of healthcare services and allows you to do lab tests at home. 1mg currently has over 2000 tests and over 120 verified labs on its platform, and users can consult with specialists n 0ver 20 specialists.

    The Concept Behind 1mg
    Marketing Strategy of 1mg
    1mg Grandmaster Series Campaign
    Franchise Opportunities
    Marketing Channel Distribution
    Influencer marketing
    1Mg Marketing Strategy during Covid-19
    Successive Factors of 1mg

    The Concept Behind 1mg

    If people can buy clothes, shoes, food, groceries, and other products online. Why couldn’t they buy medicines?

    People are increasingly turning to the internet for information. The plan was to make all of the drugs available while also dealing with the expense of the medicines. Investors quickly became interested in their concept, and the company raised $6 million to put it into action and improve the technology. In June 2021, Tata Digital Ltd acquired a 55% stake in 1mg to form Tata 1mg.

    Marketing Strategy of 1mg

    The corporation used its app to disseminate drug information. They use push alerts and emails to spread the word about their presence in their community. Depending on the city, the company also uses offline advertisements. They disseminate information through newspaper advertisements and health camps. However, digital marketing accounts for the majority of their efforts.

    1mg, a Gurgaon-based e-commerce healthcare start-up, has launched its first campaign, Grandmaster Series, to honor unsung champions in the field of medicine.

    Tanmay Saksena, 1mg’s COO, spoke with exchange4media about the company’s marketing approach, ambitions, and upcoming obstacles – “We believe in ‘word of mouth,’ and want our services to be the focus of our marketing campaign. We do not invest in television commercials like the others, preferring instead to use online means. Because consumers respect our services, the majority of our growth has come from ‘word of mouth,’ and we plan to keep doing so. The Grandmaster Series outlines why we’re moving towards campaigns now. We want the entire world to know what we believe in and what our vision is”.

    1mg Grandmaster Series Campaign

    1mg came up with their first campaign called ‘Grandmaster Series’, which strives to recognize unsung champions in the field of medicine.

    The initiative, planned and managed by Humour me, emphasizes the Grandmasters or veteran medical practitioners from various specialties of medicine who are still practicing medicine and sincerely serving the community.

    The first video in this series featured Dr. Anand, a pediatrician who is still practicing in Mumbai at the age of 83. He is well renowned for his book on infant and toddler care, as well as his untiring advocacy for the benefits of breastfeeding. He is a firm believer in a more natural approach to childbirth.

    Dr. Anand is a firm believer in giving back to society and voluntarily donates his services to the underprivileged, the armed forces, personnel of the fire department and other emergency services, and teachers.

    ‘While dealing with healthcare, a consumer nowadays often feels helpless and is losing faith in the healthcare system – the trust deficit has become enormous and is a very unpleasant fact’, stated Mr. Prashant Tandon, founder, HealthKart and 1mg.

    1mg seeks to regain people’s trust in medicine and restore faith in the institution. It emphasizes transparency and makes people feel safe and secure when engaging with the healthcare system.

    By tying the brand 1mg to the idea that all it takes is 1 milligram of a step in the right direction to start the healing process, 1mg hopes to advance from economic to emotional leadership, and what better way to do so than to pay tribute to the profession’s grandmasters.

    Franchise Opportunities

    1mg Franchise Opportunities
    1mg Franchise Opportunities

    1mg introduced a franchise business opportunity as part of its strategy to make healthcare more accessible and economical. The ‘Sehat ke Sathi’ scheme is a franchising opportunity to get a medicine franchise at low costs in which each ‘Sathi’ is a 1mg lead generation partner and is responsible for empowering people in their communities to have quick and easy access to their best-in-class healthcare services.

    This has enabled over a hundred registered lead generation partners across the country to launch a medicine business, as well as incentivizing hundreds of other authorized lead generation partners to aid 1mg to reach advanced care in new territories. As a ‘Sehat ke Sathi’, you can work for a rapidly developing Indian healthcare startup.

    Marketing Channel Distribution

    Mode Percentage
    Direct 20.89%
    Referrals 0.55%
    Search 76.21%
    Mail 1.31%
    Display 0.46%
    Social 0.58%

    Influencer marketing

    To fully utilize the power and potential of influencer marketing, VURoll and 1Mg collaborated on a campaign that was a big success, with 1Mg’s audience awareness skyrocketing.

    The vision of 1Mg is to tap into a market, where the public is unaware of the brand’s health benefits. VURoll met its requirement of generating ROI by implementing influencer marketing on well-known social media networks such as Facebook and Instagram.

    Facebook and Instagram were used as communication channels since they are the most effective platforms for product reviews and feedback.

    Influencers highlighted the health benefits of items by using the 1mg product. VuRoll selected the most suitable influencers for the company from its extensive database, and the influencers were then divided into groups based on the number of specialty audiences and channel preferences.

    1mg Influencer Marketing
    1mg Influencer Marketing

    As soon as the influencers were on board, the 1mg team of specialists devised a campaign flow that would include a subtle mention of the brand and product, triggering interest on social media networks. The chosen influencers wrote thought-provoking posts and stories promoting the product while also sharing their personal experiences with the audience in a relevant way.

    Approach to Online Medicine

    1mg website offers
    1mg website offers

    On its mobile app and website, the company offers a discount on all kinds of medicines. The website, which was previously known as HealthkartPlus, was launched to provide consumers with all of the information they need regarding medicines and their prescriptions.

    The platform drew a lot of attention from the public and grew in popularity. Users asked the firm to begin delivering the medications, therefore 1mg was launched.

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    1Mg Marketing Strategy during Covid-19

    During COVID-19, the public’s desire for trustworthy, up-to-date information necessitated a content management system capable of both generation and dissemination.

    For 1mg, this entails a 24-hour effort from a team of medical specialists, doctors, designers, and brand and marketing professionals. Expert-driven, research-based, and non-manipulative information was delivered. 1mg then appointed a group of medical professionals, including doctors, and they were told that they would have to delve into COVID-19 for two months or more and report back with all pertinent and authentic material.

    1mg Capsules
    1mg Capsules

    To establish their own knowledge in areas such as diagnostics, treatment, and trials, the 1mg team collaborated with healthcare specialists working in the field of COVID-19.

    All research was gathered with input from trusted medical bodies such as the World Health Organization and the Centers for Disease Control and Prevention, as well as apex government organizations such as the Ministry of Health and Family Welfare and the Indian Council of Medical Research, to ensure the content’s credibility and authenticity.

    The content’s reliability was praised by a large number of people, and in a few cases, it was widely disseminated. 1Mg’s first piece was read over a million times, and others have been shared by Cabinet ministers, journalists, and even Bollywood stars. Swiggy, an online food delivery service, teamed up with 1mg to generate content about the dos and don’ts of online food ordering.

    Successive Factors of 1mg

    • Since its establishment, 1mg has provided outstanding service at the most affordable price to its consumers. They’ve also received a number of well-deserved awards over the years. 1mg got the mBillionth Award for m-health in South Asia in 2014, just one year after its launch.
    • In the Smart CEO-Startup 50 India 2017 program, 1Mg was named one of the top top 50 businesses. In terms of app success and user engagement, it has increased by 600 percent by the year 2017. They expanded their product line to include Ayurvedic and homeopathic remedies.
    • The startup raised 37 million dollars in five rounds of fundraising between 2016 and 2017.
    • The BML Award for ‘Business Excellence through Learning and Development’ was also given to 1mg in 2018.
    • They were named ‘Best Content in a Healthcare/ FitnessApp’ at the 2018 content leadership awards. At the India Mobile Congress, 1Mg was also named the “Best Mobile Innovation for Health Award.”

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    Conclusion

    Pharmaceuticals are extremely delicate and must be carefully handled and tracked, and there must be a system in place to assure the quality of the drugs on an online marketplace like this. Because the market is so large, there is a lot of rivalries. \

    1mg has a system in place that allows them to onboard vendors if they match certain criteria, such as computerized inventory and invoking, making end-to-end tracking easy for clients.

    The brand is also able to generate business even after the strict government complications which banned online pharmacies by making a prescription mandatory to make a purchase.

    1mg is India’s leading digital healthcare system and has grown 600% in the terms of app downloads and user engagement.

    FAQ

    What are the marketing strategies employed by 1mg?

    Influencer marketing, Video campaigns, and website offers are some of the strategies employed by 1mg.

    What is the business model of 1mg?

    1mg generates revenue by selling its online diagnostics and lab testing services, delivering medicines, and subscription-based care plans.

    Who is the owner of 1mg?

    Prashant Tandon, Gaurav Agarwal, and Vikas Chauhan founded 1mg in 2015.

  • Kickstarter: The Leading Crowdfunding Apps Marketing Strategy

    Being an entrepreneur, you will have to have a business plan that stands out but is also realistic at the same time. You need to check your business plan and have a marketing plan that is flexible. It should give a reason, be convincing enough, generate curiosity for people to believe in you, and the idea to invest in your startup.

    Remember Shark Tank?

    It is becoming so popular now that India has its own show based on the American series. The show is based on ideas from entrepreneurs who are competing against each other to come up with ideas that get the sharks (investors) to bite the bait. One interesting fact remains that the sharks, though paid to be judges, would be investing in the ideas, if any, from their own pockets.

    So as a startup, where do you get your money from? Kickstarter solves that problem for you. So, Here’s a look at marketing strategies employed by Kickstarter.

    What is Kickstarter?
    How does Kickstarter work?
    Marketing Strategy of Kickstarter
    FAQ

    What is Kickstarter?

    Kickstarter was founded in 2009, is located in Brooklyn (United States), with investors that include Thrive Capital, Lowercase Capital, Business Angels, and 11 other Investors.

    Now Kickstarter is a reward-based crowdfunding app. With a rating of 4.1 stars on the Play Store. Where you can support creative projects that you like, bringing ideas to life. These projects may belong to different sectors like art, dance, fashion, films, music, technology. Gaming and Tech niches are popular on this app and have raised the most money via the platform.

    The app lets users:

    • Stay updated with the projects that you have backed up.
    • Add the projects that you like to your favourites, and it notifies you if a project is ending.
    • Share projects with your friends through email, messaging, and more.

    For example, If you, as a backer or investor, have given a certain amount of money to the campaign. You will receive rewards based on the amount that you have donated.

    If you have funded a project which involves selling books at affordable rates, and you may have chipped in $50, the organization could give you some books based on your favourite genre, discount coupons, or even a set of best-selling novels based on the amount donated.

    How does Kickstarter work?

    For starters, when you launch your campaign on Kickstarter, there are four possibilities of what will happen:

    • You can have your campaign fully funded. Your idea worked, people liked it and invested in it. The app will charge you a fee of around 5% of the amount of money that you have raised in your campaign. ‌‌
    • Your campaign is funded but not fully. Again, the app will charge you a fee of around 5% of the amount of money that you have raised in your partially funded campaign that you decide to cash out.‌‌
    • Your campaign idea does not work out and you have not raised any capital. The app will charge you no fees for it.‌‌
    • Your campaign is partially funded, but you decide not to cash out and let go of it. In that case, again, no amount of fees would be charged by the app.

    The payment gateway charges a fee ranging from 3-5% on the funded amount.

    So now it is clear that Kickstarter falls under Rewards-based crowdfunding.

    Marketing Strategy of Kickstarter

    Taking up space on digital media, starting with its website to having a mobile app that is available on Play Store and iOS.

    Even though Kickstarter uses collaboration, having a positive impact and other strategies mainly, its marketing strategy thrives on using the digital platforms to its advantage rather than using traditional media.

    Social media marketing

    Kickstarter is all in for having its presence on social media. Kickstarter is there on the following platforms to communicate with its audience.

    Instagram

    Kickstarter Instagram
    Kickstarter Instagram

    Kickstarter has a count of 299k followers. Where the company uses Instagram to share moments from the events they have done, sharing the backstories of the contributors, announcing any new features it has added, and even most of its campaigns.

    Twitter

    With one million followers. Kickstarter shares its creators’ projects, pinning tweets to make people aware of its campaigns and sharing information that urgently needs disposal to the ones that can get help by funding.

    Digital Marketing

    YouTube

    Kickstarter on YouTube has 23.9 k subscribers. Where they have divided their playlists into two groups: Created playlist and Kickstarter creators basics.

    Apart from these platforms, Kickstarter also has its presence on LinkedIn and Facebook.

    Website

    Kickstarter Homepage
    Kickstarter Homepage

    ‌‌Though the website appears a little cramped and confusing. The websites main menu has projects about:

    • Comics & Illustration
    • Design & Tech
    • Film
    • Food & Craft
    • Games
    • Music
    • Publishing

    The left sidebar navigation menu offers more content like collections, things on the radar of Kickstarter, categories, and sections.‌‌‌‌

    Mobile

    The mobile app saves the users from the hassle of going through the website for the backers to support their favourite ideas, explore new creative ideas, and access the projects that they might have backed. Get to know your creators by turning them into their stories and vision. The app is available on the Play Store and Apple Store. Though the app is good, it does not have any ratings yet.

    Email marketing

    Delivering newsletters basically on what is going on, the best projects, while having specific niches like Kickstarter Art, Kickstarter Invent, Kickstarter Music, and more. Kickstarter definitely uses email marketing. It has defined mainly two types of newsletters: the daily that is sent to subscribers every morning, and the other one which is still under construction and will be a more creator-focused newsletter.

    Content marketing

    Sharing content that is valuable

    Content is the king

    The golden rule of marketing is providing your audience with content that is valuable. Kickstarters’ website is loaded with content, be it providing tips or advice or the creative independent. ‌‌

    The creative independent

    Another part of the website of  Kickstarter is the growing resource that serves as an emotional and practical guide from creative people in which it has a whole section reserved for exploring creative independence.

    You can find articles/blogs here written in the interview style or search anything by the tags. It also has a list of people listed from A-Z providing you with any information you may need about the associated person. The creative independent celebrates 5 years of Kickstarter. Keeping the tone informal but at the same time engaging the users.‌‌

    Making a positive impact:‌‌ Building a sense of community‌‌

    This is done by Kickstarter by sharing the achievements of the organization, celebrating, and talking about the events that bring people together. For instance, or even making people aware of the new features that it’s adding. Even of a particular niche. For instance, out of the many reels shared by Kickstarter on Instagram one celebrates the spirit of journalism and independent publishing on its platform. ‌‌

    Inclusion‌‌

    Something as simple as making a video about how to say Kickstarter in sign language has a great positive impact. Making other communities out there feel seen and heard is a good way of showing that you care and remember those who are often not represented in the media space. Sharing messages from American Sign Language (ASL) to stand up with the Deaf community.‌‌‌‌

    Film festival – Year: 2015‌‌

    Kickstarter had its own film festival with two feature films and three short films held across 31 cities nationwide for like-minded people to get together and enjoy the two-part program. ‌‌

    Partnerships

    For Kickstarter partnering with the people who have their projects that make an impact, bringing attention to urgent concerns is a way of showing what Kickstarter believes in. It has partnered with:

    EcoVadis

    Kickstarter EcoVadis
    Kickstarter EcoVadis

    The first collaborative platform providing Supplier Sustainability Ratings for global supply chains. This was done with the main aim of running more environmentally conscious campaigns. They also shared the message from social entrepreneur Devishi.

    UN Refugees

    Kickstarter UN Refugee
    Kickstarter UN Refugee

    At the call of the White House, on Kickstarter, had started another project raising funds working with the UN to aid refugees. This cause-driven campaign shows that Kickstarter cares for the people by giving. ‌‌‌‌

    For The Radical Film festival with The Eye Slicer

    Kickstarter The Eyeslicer
    Kickstarter The Eyeslicer

    In 2019, they collaborated with the Eye Slicer to host and celebrate the independent film community which featured signings by iconic filmmakers and booths for indie film artists, distributors, publishers, zine-makers, and more.

    Partnerships are a good way to create more exposure by sharing resources when organizing group events and such. Kickstarter uses these strategies to increase community awareness by joining hands with others.

    Event Marketing

    Before the pandemic hit. There were block parties, dance parties and celebrating other fun moments, turning them into events to celebrate and bring the spirit of community.

    Launching campaigns

    Kickstarters make/ 100 campaign

    Kickstarter Make 100 Campaign
    Kickstarter Make 100 Campaign

    The make/ 100 Campaign that offers 100 rewards promotes creativity among the community to create anything for the next 100 days with a low-pressure way to start the new year. This campaign has been up and running since the year 2018; the call to join this campaign is open to everyone gearing up for the new year in January.

    Conclusion

    Kickstarter majorly uses various digital mediums/platforms to launch many of its projects and campaigns. Though it may be successful in many other regions. It needs to tailor and adapt its strategies for other demographic segments too, especially if it wants to be successful in India.

    FAQ

    Where does Kickstarter get traffic?

    Kickstarter gains traffic from various blogs and online communities.

    What are the marketing strategies employed by Kickstarter?

    The marketing strategies employed by Kickstarter are Social media marketing, content marketing, event marketing and email marketing.

  • 10 Amazing Instagram Marketing Hacks

    Instagram is one of the most prominent social media platforms nowadays. Instagram’s popularity is even exceeding the reputation of its parent company, i.e. Facebook. This is because most of it’s users use Instagram daily. They use it to publish pictures or videos they create. Such a high prevalence of Instagram has made business people incline to Instagram marketing for their businesses. Why do you think they choose Instagram for marketing?

    This is because Instagram is very flexible and has a fantastic strength of users so that you have the opportunity to market your product there. The viewership can be huge, and there will be many people who will see your product/s and might get interested in buying your product if you promote it engagingly. To strengthen their trust in your business, you can also post a video tutorial of making your product or testimonials on Instagram.

    ‌‌Want to switch to market on Instagram? This is the time. You can start Instagram marketing your business. With this market, business growth is guaranteed. Here we will give you some amazing Instagram marketing hacks in order to take your business to the upper level. These are quite easy. These ways are:            ‌

    How to use Instagram for Business | Best Instagram Practice for Startups
    With the advent of social media and the kind of popularity it holds today, itwould be extremely beneficial for a business to create a strong social mediapresence [https://buzzoid.com/blog/]. Instagram is one of the most widely usedwebsites and would help in creating a strong buyer base. Especiall…
    StartupTalkyNiku Mandal

    Make Instagram Account with the Name of Your Business Name

    Often referred to as your handle, a username is a name a person uses on Instagram to define their profile address. The first thing you should do is to make an Instagram account with the name of your business or company so that people could easily remember.

    Posting exciting content

    Post exciting content for your business. Preferably, hire a professional for this task. You can perform image editing or have a graphic designer to design the content of your product. It’s essential to draw the first impression on people who should be fun and can reach people’s hearts.

    Use Geotagging

    Geotagging is a feature provided by Instagram with which, you can tag the location of each of your images. You can also tag your work address or the address where your business is placed. It can be easy for people to know the whereabouts of your business. To use geotagging, you can simply do this, by pressing “add location” and then you can type an address or select an address if it is available.

    Instagram Marketing Hacks
    Geotagging

    Use Hashtags

    The hashtag is used to index your content. In a post, you can use n number of hashtags at the same time. The use of this hashtag can facilitate your content visible to others with the same hashtag or something similar. By using the hashtag, you can market your product effectively to a greater extent by reaching out more efficiently to the targeted groups.    

    The Ultimate Guide to Hashtags Marketing | Hashtag Strategies & Tactics
    Hashtags are a kind of metadata tags used on Social media platforms, which letusers to apply a user generated tag to the content. The main purpose of ahashtag is to make it easier for others to find the content on a particulartopic on social networks. The hashtag is the talk of the town. From t…
    StartupTalkyVidhi Punamiya

    Follow More People

    To be able to get a lot of followers, you must be following many people first to enable them to develop back your Instagram account. Wherever possible, you should follow thousands of people so that you and your business will be known to them. Keep in mind that you must try to follow only potential clients and avoid following every random account you come across. Following unwanted or uninterested people can make you look clingy and might lead to negative publicity.

    ‌‌Receive Requests for Followers

    Never refuse a request by followers to follow you. It can make you quickly get a lot of followers, and you can easily become more prominent in the Instagram market. If it becomes like this, you can publish your products effortlessly and attract more people to buy your product. It also shows the magnitude of people who shows interest in your product.

    How To Get More Instagram Followers Free?
    You have an Instagram profile. Or an Instagram page, based on the fan club,memes, videos, cars, workouts, motivation, etc. But you must always be thinkingabout how to get more Instagram followers? Not everyone has enough money tospend on the promotion of the page and profile. But we all know tha…
    StartupTalkyParnas Ghosh

    Tagging People

    Tagging people is like geotagging. The difference is if geotagging is used for tagging locations, people tagging is for tagging people who are influential in the market and associated with your business in any way. In this way, you would be able to extend your market to that personality’s followers. Thus, tagging can be helpful if you have a person/s who have a good number of followers on Instagram. They might be your employee/s as well if he/she is famous enough on Instagram, you never know!

    Trying To Be Live On Instagram

    Instagram Live is a feature on Instagram that allows users to stream video to followers and engage with them in real-time. When users broadcast live video streams on their accounts, Instagram alerts followers that they can view the live stream. By using Instagram live, you can promote your products live. It can be used to engage with your followers directly and be quick to solve their doubts and dilemmas.

    Instagram Marketing Hacks
    Trying To Be Live On Instagram

    Moreover, it makes it easier to pitch your product directly without trying to piss off by pestering people and help you engage with only responsive people. The best of all is, you can get instant feedback and make improvements if required. This is very useful for you in recruiting more followers on your Instagram also because live chats are more tempting.

    Make Quiz

    The quiz is in high demand by the people these days. The Quiz feature enables you to write a query and a few probable responses. Only one answer is correct. People will take a guess, select one explanation, and they will be able to see instantly if they were right or wrong. To improve the Instagram marketing of your business, you can promote this business by creating a few quizzes. Many people are interested in taking the quiz in the hope to win prizes. Do not forget to geotag and tagging people so that there could be more engagement to follow the quiz.

    Provide Reward

    Giveaways are in trend these days. Instagram users, who have a significant following wish to reward their existing followers and attract more by giving away some fantastic gifts which follow them, like their posts, etc. The reward is very popular and most requested by people who use Instagram. You can use this function to attract followers You can make a program such as to share your products with a lot of people and you can give a reward to your followers to follow such tasks.

    Instagram Marketing Hacks
    Provide Reward

    Instagram marketing is surely beneficial for any business, especially the ones, which target the younger generation, they being more active, rather obsessed with this app. it becomes easy to grab their attention and get their inclination towards your product with so many features provided by Instagram.