Influencer Marketing in India – Expectation Vs Reality

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Nobody talked that much about influencer marketing on the internet before 5 years the way people talk about it now. The rise of Instagram marketing fueled the growth of Influencer marketing as well.

To know the current scenario of Influencer marketing in India and other countries of the world we have to first understand what influencer marketing really is.


What is Influencer Marketing?

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As you can see in the above image, an influencer is someone who is more likely to have a huge social media following or have a craze on the internet for a specific reason.

Example1:
Virat Kohli, who is an India cricket has huge fan followings and he has a certain amount of influence on the audience on Instagram and other social networks.

Being a go-to person when it comes to fitness and sports Virat can endorse sports and fitness brands on his social media, which will influence his followers to go out, take their payment card out of the wallet, and buy the pair of shoes he was wearing in the last Instagram post.

We have also seen many of such posts in the profiles of celebrities where they directly endorse a brand or product.

In this situation the brand pays a certain amount to the celebrities or the influencers to promote their brand or products.

In a nutshell, influencer marketing is a marketing technique where an influencer directly or indirectly promotes a certain brand or product to either through their social media channels or through any channel that the brand decides. Brands pay influencers and get more visibility, authority, and sales.

People really love buying stuff that their fav hero, heroine or celebrity wears or uses. But when it comes to Instagram Influencer marketing, anyone that has above 10k followers and have a niche-specific audience can become an influencer.


EXAMPLE2:

You have a food blog on Instagram and 90% of your 20k followers are from Dubai. You have a good engagement rate on each and every post you share.

In this situation, you can become an influencer who can promote food-related businesses, brands, restaurants, and hotels even food trucks with influencer marketing.

As you already have an audience that is interested in food and they belong to Dubai, it will be a lesser sharp targeting for the brands and businesses who are in the food industry and belong to Dubai.

Now that we already know that what is Influencer Marketing and who is an Influencer; let’s find out how to become an influencer and how to do influencer marketing for a business.

How to become an influencer?

To become an influencer I would suggest you to start with either Instagram or YouTube. It is still possible to get 100K followers within 6 months to one year on both of the platforms.

When you start, start everything with a niche. You can choose any of your interest or hobby and use it to become an influencer.

There are people who are influencers by playing guitar, by cooking food, by traveling the world, by reviewing smartphones, by drinking and reviewing whiskeys and by doing gaming live streams.

You can pick any niche you like and keep up the consistency where you get tons of targeted followers.

Once you reach a big number you will receive offers from a lot of companies. But I would suggest not to sit silently and wait for offers. You can approach almost every company that is providing products or services in your niche.

The good news is some brands even pay a monthly fixed payment to influencers.

How to find influencers for a business or brand?

There are many tools on the internet to find influencers in a particular niche. But I would suggest a little bit of research before going for a tool that will help you out.

First of all think about your audience. Where they live? What they eat? Which social media platforms they use and Which celebrities are their favorite?

Once you combine all these find influencers who match those results. Check the engagement rate etc of their social media platforms and send them an email with your offer. Once the influencer accepts the offer, he or she will start promoting your business.

Influencer Marketing in India:

According to a survey conducted by Big Commerce – 65% Influencer marketing budget will increase in 2020.

A normal budget that marketers will use in influencer marketing will be $1000 to $10000 per year to $100,000 to $500,000 per year.

And almost 17% percent of businesses are now investing 50% of their total marketing budget on influencer marketing.

So where do you stand when it comes to the implementations?


Ifluencer marketing is definately going to be very big in the coming future because it is a form of marketing that is not to pushy or salesy. Which the customers like a lot.

They don’t like to be pushed to buy something while entering a mall. They would rather buy the watch their fav hero or heroine was wearing on Instagram.


If you want to start with influencer marketing, digital marketing or want to outsource the entire influencer marketing campaign; you can simply send an email to (Min budget $1000/-)

satrujit@digitalsashtra.com Founder & CEO of Digital Sashtra, A ROI based Digital Marketing Agency.

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