Influencer marketing provides a significant opportunity because of the increasing popularity of social media and the growing influence of digital creators in India. But does it work and how does it work?
Gautam Madhavan, CEO, and founder of Mad Influence, says brands partnering with content creators and individuals with an aim to create better consumer awareness and drive sales can be achieved if some things are kept in mind. Madhavan, 26, has worked with clients like Puma, Vivo Smart Phones, and Emami, with offices in the Middle East and India.
What drives ROI–relevance and reachMadhavan says influencer marketing ROI is driven by various factors such as the relevance of the influencer to the brand, the quality of content created, the engagement and reach of the influencer’s audience, and the alignment of the campaign with the brand’s marketing objectives. “A well-planned and executed influencer marketing campaign can result in increased brand awareness, customer engagement, and ultimately, higher sales and revenue for the brand,” says Madhavan.
He adds that the number of followers that an influencer has is important to the extent that it indicates their potential reach, but it is not the only determining factor of the success of a campaign. “The relevance of the influencer to the brand, the engagement of their audience, and the quality of content created are equally important. Micro-influencers with smaller, but highly engaged and relevant audiences can often deliver better results compared to macro-influencers with large but less engaged audiences,” says Madhavan.
The fit
It is important, Madhavan says, for a brand to ensure that the influencer fits the industry or sector to maintain authenticity and credibility in the campaign. “If the influencer’s content and audience do not align with the brand’s values, target audience, or marketing objectives, the campaign may not resonate well with the audience and may not deliver the desired results. It is crucial for the brand and the influencer to have a mutual understanding of each other’s expectations and ensure a good fit before proceeding with a campaign,” he says.
Gautam Madhavan, CEO of Mad Influence.
The post
The posting frequency of an influencer depends on various factors, such as the platform, the target audience, and the campaign objectives, says Madhavan. He adds that there is no one-size-fits-all answer to the question of what should be the posting frequency, as different influencers and campaigns may require different posting frequencies. However, it is important for influencers to maintain consistency in posting and engage with their audience regularly to ensure success.
Madhavan emphasises it is crucial for an influencer to post original content as it helps establish their authenticity and credibility with their audience. “Original content also allows influencers to showcase their unique perspectives and personalities, setting them apart from other influencers who may promote similar products or services. Posting original content can also attract more engagement from followers, leading to increased brand awareness and potential collaborations with brands. Ultimately, originality is key to building a loyal and engaged following and establishing oneself as a trusted authority in a particular niche or industry,” says Madhavan.
Limits and more
According to the entrepreneur, influencer marketing works well for categories or sectors, such as beauty, fashion, food, travel, lifestyle and entertainment. However, it can also work for other industries as long as the influencers chosen are a good fit for the brand.
Influencer marketing can be a powerful tool for brands to reach and engage with their target audience, but Madhavan says there are limitations to consider. “One limitation is the difficulty of measuring the impact of influencer marketing on sales and ROI. Additionally, influencer fraud and authenticity concerns can tarnish a brand’s reputation. Brands should avoid influencer marketing if their target audience does not use social media or if they cannot find an influencer whose values align with the brands. Moreover, if the budget is tight, influencer marketing might not be a cost-effective option,” says Madhavan.
