With the rise of online social networks, influence has been a fancy and subtle force to control users’ behaviors and relationship formation. Therefore, Influencer marketing is gaining more importance in today’s marketing campaign. Let’s understand the fundamentals of influencer marketing and its current status in India. Influence is extremely subjective and difficult to exactly identify and measure it. The report attempts to analyze the information available through various Wobb’s past experience as a leading Influencer Marketing Platform and the experience of working with several small and large Brands including Vodafone, Organic Harvest, and many others. Wobb is also the only automated platform for running Influencer Marketing Campaigns. It doesn’t charge Brands anything extra unlike agencies topping up 100%+ margins for running small or large Influencer Marketing campaigns.
If you’ve got a controversy and a friend tells you a couple of great solutions for it, there’s an honest chance that you will check the solution out. Influencer marketing is just that at a scale. it’s a sort of social media marketing that involves a brand collaborating with an internet influencer who affects the items others buy to plug one in every one of its products or services. It’s a hybrid of old and new marketing tools.
Influencer marketing goes hand-in-hand with 2 other marketing varieties: social-media marketing and content marketing. A few people use word-of-mouth marketing and influencer marketing interchangeably, there’s a big difference. Influencer marketing is about leveraging the influence among friends and family, word-of-mouth marketing is rather a channel by which this communication takes place. So, most influencer marketing includes word-of-mouth marketing activities by its nature, but not the reverse. Influencers, unlike celebrities, will be anywhere. they’ll be anyone. What makes them influential is their large followings on online and social media.
Who is an Influencer?
The term ‘influencer’ earlier used to mean celebrity and social-media elite. But the mass adoption of social media has brought new kinds of influencers like bloggers, Instagrammers, Tiktok’ers, and Youtubers. Influencers can be classified as:
- Mega Influencers (500,000+ followers)
Actors, artists, athletes and social media stars. They drive 2% to 5% engagement per post. They need rock bottom overall resonance when it involves driving actions on behalf of a brand.
- Macro Influencers (100,000 to 500,000 followers)
Professional bloggers, Instagrammers, Tiktokers and YouTubers. They drive 3% to 10% engagement per post. These are category-specific influencers – like lifestyle, fashion or business.
- Micro-Influencers (1,000 to 100,000 followers)
These are the everyday consumers and the ones that drive maximum engagement between 5% to 20% per post. They need the best brand relevance and resonance, with influence driven by their personal experience with a brand and their strength of relationship with their networks.
In India, only the movie and sporting celebrities were considered as Influencers back in early 2012. In the last decade, things have changed dramatically with the ability to influence getting democratized changing Influencer Marketing forever. Wobb works with N number of Brands day in and day out to ensure that the Influencer Marketing Campaigns run by micro, macro or mega are all original content coming from the relevant Influencer who promotes it because he/she truly believes in. This is where working with over 18,000 Influencers come into play.
We have enough choices for Brands to choose right Influencers from and Influencers have enough choice to promote the brand that resonates with their channel and one they truly believe in. This further increases engagement per post in the Influencer Marketing Campaigns run by Wobb. Influencer marketing is gaining more importance in today’s marketing campaign. Let’s understand the fundamentals of influencer marketing and its current status in India.
The direct nature of the communication between influencer and audience makes this a strong channel both at the research stage and for the ultimate stage of the acquisition journey. Therefore, it seems that influencers and social media are already changing the way India makes its purchase decisions. Some real facts here:
- 85%+ of Indian women will study social networks before making a buying deal
- 70%+ consumers are more likely to buy products or services supported by social media
- 86% of the foremost viewed beauty videos on YouTube were made by influencers
These varieties of numbers are the rationale why 9 out of 10 marketers in India planned to run a minimum of one influencer marketing campaign in 2018.
In India, a piece of influencers called Macro influencers are steadily rising. Typically, their follower counts are within the many thousands instead of the millions which will be delivered by celebrity accounts.
Some of the Influencers, Wobb works with include Sejal Kumar, Avneet Kaur, Jannat Zubair, ThatBohoGirl, Nikunj Lotia. These Influencers often get 1m+ views.
Wobb has over 1000 Macro Influencers and is the only Platform based Influencer Marketing Solution.
Moving further to a good smaller level, the micro-influencers have developed high levels of trust and daily direct communication with their audience. For brands, this implies they will often achieve up to 20% engagement per post. Influencer marketing would hence be an excellent platform to achieve the bent India market, especially the young Indian who constantly look online for reviews. This is what makes influencer marketing very effective in India. Wobb has over 18,000 Micro-Influencers and is the only Platform based Influencer Marketing Solution, Globally!
Wobb offers an end-to-end Influencer Marketing Automated Solution for Ideating, Creating and Executing Campaigns. Most importantly, it allows Brands to measure the performance of Influencer Marketing Campaigns, which was never possible before. The Influencer Marketing Campaigns are measured in terms of Reach, Impression, Clicks, and Conversion.
Influencer marketing in India is gradually maturing. 14% of the marketers were always ready and an extra 16% planned to integrate influencer marketing within their marketing strategy.