India has undergone a digital trajectory over the last decade, powered by low-cost smartphones and across-the-board internet access, which made millions of Indians join social media platforms, creating a large and engaged online audience. Influencer marketing, a strategy that uses individuals with large social media followings to promote products and services, has naturally thrived in India's digital landscape.
Brands leveraging power of top influencers in India, as more than 40% of the world's population now use social networking sites, the scope of marketing has grown dramatically. According to a survey, the number of Google searches for "influencer marketing" has increased by 1,500% over the last three years.
Marketers are constantly under pressure to produce a large volume of content on a regular basis in order to win customers, as every platform and audience expects fresh content with compelling visuals. Influencer marketing is a trend that emerged a few years ago and has engulfed marketers in order to successfully fill their content gaps.
What Is An Influencer?
An influencer is a social media user who posts content about a specific industry or niche, which can be makeup, fashion, food, lifestyle, finance, or fitness (to name a few), and speaks directly to the industry's target audience.
Take them as modern-day social media marketing tools. Influencers often gain followers because they are perceived as trusted authorities in the niches they cover on their platforms. Influencers are paid for sponsoring brands and promoting their products.
What Is Influencer Marketing and Its Impact?
When it comes to effective, meaningful marketing today, tried-and-true techniques that have proven successful in print, television, and radio advertising can actually have a negative impact. Customers today look for viral content, connect with genuine content, and want to engage with brands. This is the reason. Influencer marketing is 20–50% more effective than traditional marketing nowadays.
Influencers have come up to be key players in marketing now. Brands are recognizing the value of collaborating with these well-known social media influencers in India to reach out to potential customers more effectively.
How Do Brands Benefit from Influencers in India?
1. Increase your brand awareness
One of the primary advantages of working with influencers is increased brand name awareness. Influencers in India mostly have large and engaged audiences across multiple social media platforms. They promote or engage with your brand, and they are then reaching a very significant audience.
2. Promote engagement and interaction
Brands profit from increased engagement when they collaborate with influencers. Influencers' posts often receive more likes, comments, and shares than traditional ads. This boosted interaction promotes traffic to the brand's social media profiles and website.
Influencers generally generate more interaction with their content than traditional advertisements. Engaging social media campaign often inspires followers to create and share their own brand-related content.
3. Creative and engaging content
Influencers are well-known for their creative approach to content creation. They can create very unique and quite engaging content that connects well with their target audience. This creative flair allows the brand to stand out in a crowded market.
- Fresh perspectives: Influencers add their unique style and creativity to brand promotions.
- Variety of content: Influencers create a wide range of content that appeals to different segments of their audience, including stories, posts, videos, and live sessions.
4. Measurable results and analytics
Brands can measure the success of social media influencer marketing campaigns using metrics such as engagement, reach, and conversions. As a brand, you can use tools and analytics to measure the impact of influencer partnerships. These campaign data are used to inform future marketing actions and efforts. If you are wondering how to collaborate with brands, you should check out an agency that can help you with it, such as Celewish.
5. Targeted campaigns for specific audiences
Brands can create targeted campaigns by selecting influencers that focus on specific niches or industries. Influencers with certain followings assist brands in reaching specific market segments. Tailoring campaigns to the influencer's style and target audience can produce more effective results. For example, if you are a fitness or fashion brand, you can hire influencers for a particular niche to target their fanbase.
How Brands Leveraging Power of Top Influencers in India?
Influencer marketing has emerged as a key component of many successful marketing strategies in India. Indian brands are increasingly working with influencers to reach their target audiences in innovative and effective ways.
Here are some of the best influencers in India marketing examples.
1. L'Oréal Paris
L'Oréal Paris India launched the #WorthSaying campaign to encourage women to speak out about issues that are important to them. To steer the social media market, the brand partnered with several well-known influencers. The campaign was also promoted by celebrities such as Aishwarya Rai Bachchan as well as beauty industry influencers.
2. Juicy Chemistry
Juicy Chemistry, a skincare product company, received its first big break in 2015 at a show in Chennai. The main part was the famous influencers in India making the company's products the talk of the town. And since then, the brand has been known and sworn to by these influencers and has gained a place in the market.
3. MyGlamm
MyGlamm joined the beauty movement with a star-studded team that included celebrity makeup artist Namrata Soni, amazing beauty vloggers, and micro-influencers. MyGlamm has teamed up with beauty influencers and has promoted their brand with YouTube videos on how to do makeup and reels.
4. Mama Earth
Mama Earth has taken the lid off influencer marketing in eCommerce. Mama Earth's all-inclusive plan reaches both micro- and macro-influencers by tapping over 100 influencers across various social media channels. Mama Earth's influencer campaigns, also include "#ShaadiWalaGlowEveryday,"
Also Read: What is Celebrity Advertising? Here’s Everything You Need to Know.
Level up Your Brand With The Power Of Top Influencers in India
Brands in India are benefiting significantly from influencer marketing. As a brand or a business, you can increase your brand awareness, drive higher engagement, and get a solid market response by leveraging top influencers'. Influencers not only promote your brand and business but also help you build a relationship with your audience.
For brands looking to leverage the power of influencers, working with an Influencer marketing agency can help streamline the process and ensure successful campaign execution.
Frequently Asked Questions (FAQs)
Q1. What is the difference between macro and micro influencers?
Micro-influencers typically have higher engagement rates than macro-influencers. According to data from our network, their engagement rates are in the 7% to 20% range. Micro-influencers are essentially ordinary people who have thousands of followers. They maintain an engaged audience with their real and authentic content and make genuine connections with their smaller following. A macro-influencer is someone who has over 100,000 followers and an engagement rate of at least 3%.
Q2. How do brands choose the right influencer?
If you're looking to make your influencer marketing campaign a hit, you have to work with the right influencers. Selecting the right influencers can be a tough task. Going with influencers who are relevant, authentic, engaging, and closely aligned with your brand's values and image will greatly benefit your campaigns.
Q3. Are influencer campaigns cost-effective?
Yes, influencer campaigns can be more cost-effective than traditional advertising methods. The cost varies depending on the influencer's reach and engagement, but even small campaigns with micro-influencers can result in significant returns. Brands get high exposure and good engagement. Another good thing is, influencer content is always online for an extended period of time, assuring ongoing brand visibility.
Q4. What industries benefit the most from influencer marketing?
Honestly, there’s no industry that does not benefit from influencer marketing. If we talk about the major benefitted industries, that’ll be fashion, lifestyle, technology, makeup, fitness, food, and the list goes on. These industries and businesses get the best of visual appeal and customer trust from influencers. Influencers can use products in real life, giving genuine endorsements that go well with their followers.
Q5. What are the risks associated with influencer marketing?
Influencer marketing, like most good things in life, is not without drawbacks. The risks of influencer marketing include the possibility of mismatched brand-influencer partnerships, in which the influencer's values or audience do not align with the brand's objectives. There is also the possibility of influencers engaging in controversial behaviour, which may harm your brand's reputation. Be wise when you choose.
