Strategies Most Marketers Misunderstood In Influencer Marketing

In the Indian market, there are a lot of products to choose from. It is vital that every brand stands out from the crowd by showcasing their products in a unique way.

There has been a boom in digital content and social media sites like YouTube and Instagram, becoming an important tool to endorse talents and more importantly brands.

In today’s day and age being a YouTuber or a Social Media Influencer has become a full-fledged career opportunity for many individuals. A brand can use it to endorse their products online, which gives them the much-needed reach that they need.

A lot of people have become sceptical about the trustworthiness of brands in the past few years. Traditional marketing techniques are no longer effective in influencing a buyer’s decision.

It is common for many people to turn to people who trust them and respect them, such as peers who have experienced the product first hand. 

According to recent research, approximately 74% of consumers believe word-of-mouth to be a key influence on their purchase decisions as a whole. There has been a dramatic increase in celebrity endorsements since then, as a result.

There is no doubt that Influencer Marketing has become one of the most effective ways to drive sales since the boom of Instagram and YouTube and the rise of Digital Influencers. .

As a result, it is no surprise that marketers are eager to take advantage of this technology in order to reach their businesses’ goals and objectives.

Influencer Marketing Agencies help brands understand how online marketing works and provide them with marketing suggestions based on their understanding of the online marketing scenarios

In most cases, one of the biggest mistakes marketers make is, they do not thoroughly research their target audience, its psychographics, demographics, their purchasing habits, and the target viewers of their influencers.

In addition, marketers often make the mistake of choosing the wrong influencer or channel platform to promote their brand, which can be a costly mistake.

It is common for a marketer to expect instant results within a short period of time. In order to establish a successful brand, one must understand that the brand has to go through a marketing funnel, and that the process can be quite time-consuming.

It is important to let your brand grow steadily, and there are various platforms available online, which can assist in measuring and monitoring the campaign insight and progress as the campaign moves forward

There is one grave mistake that a marketer makes, and that is, he or she is incapable of conveying the objectives and goals of the brand, the company, and the campaign correctly, resulting in poor results and an unsatisfactory campaign outcome.

Taking timely actions is another reason why marketers fail to execute successful digital campaigns.

Marketers can risk deteriorating the image of their brand in the market if they choose the wrong agency to manage their influencer relationships.

The influencer will be able to create the right kind of content, targeted to the right audience, boosting sales of the marketer with a brief given to the agency and the influencers.

 

Influencer Marketing for Healthcare – You need to know everything

In a world where digital marketing has infiltrated every business sector, how can influencer marketing in healthcare stay behind?

The healthcare sector became the most overwhelmed in the past few years. With the covid outburst, the other distinct services of healthcare departments diminished in the patient’s eyes. In this case, how do you make them learn of your other offerings? Initially, advertisements would be considered the best way. 

However, customers are bombarded with advertisements today. As a result, they are less likely to remember yours. Making your healthcare service visible through influencer marketing can change the narrative.

Before getting deeper, let’s first look into what exactly is influencer marketing.

Simply put, influencer marketing involves collaborating with famous personalities on social media who promote your brand through their profiles. These influencers have a stronger presence on the internet and hence can create a longer-lasting awareness of your brand. 

After the what’s, let’s come down to the why’s. 

Why should you consider influencer marketing as a healthcare brand? 

When it comes to health, credibility is the most important. 

Since the pandemic, people seek advice from the people they trust. This has changed the scenario for paid advertisements. Advertisements are not as cost-efficient as they used to be. 

Healthcare influencers have come to the forefront after the covid outbreak. This led to virtual communities where healthcare influencers participated with audiences. Blogs, videos, campaigns, etc. are some of the social media ways influencers reach out to their audience. As a healthcare brand, this can be a fruitful opportunity for you. 

How to get started with influencer marketing in healthcare?

  1. Choose the right influencer

Influencers are not medical experts. 

Prevent your brand from receiving criticism over an influencer who is not ideal to share medical advice. This could result in making your brand appear bogus. Find an influencer who is vocal about a healthy lifestyle.

Some appropriate influencers will be athletes, yoga trainers, celebrities, and doctors among more. Allow the influencers to tell your story in their own authentic tone to appear genuine and trustworthy. 

  1. Define your goal

For a healthcare brand, your goal shouldn’t be seeking mentions or photographs. Rather, the message should concentrate on how your service can help create a better lifestyle. 

It’s a subtle and strategic approach to making your audience aware of your services and making a powerful impact on understanding better health outcomes. 

  1. Create your campaign 

Plan what your collaboration has to convey. 

Your collaboration with an influencer should aim to achieve a certain goal. Influencer marketing is all about showing the real human story and personal experience behind using a product or service.

Most influencer marketing content involves positively reviewing your product or service, so think about how you want to present that to your audience. 

  1. Track the data 

Keep an eye on what you achieve after this campaign. 

The metrics will tell you if the campaign is successful on the basis of reach and engagement. Make sure this reflects in the real world too.

You should see messages flowing in your inbox or patients at your door enquiring about your services. Track the data and do better next time. This way, your audience will remember you. 

  1. Achieve all of this through an influencer marketing agency

Healthcare is tedious in itself. 

You can not perform all of this and keep a track of your influencer marketing campaigns alone. The best deal would be to join hands with an influencer marketing agency. 

An influencer marketing agency bridges the gap between you and your ideal influencer. One such influencer marketing agency is 6th Street Artist. 

Third Eye Blind Productions has a wide range of influencers on board falling into different categories. The agency will bring your ideal influencer, strategize a successful campaign, track the data, and make your healthcare brand stand out in the most innovative way possible.

Gaming Influencers in India

  1. Ajey Nagar (@carryminati)

Ajey Nagar is a popular gaming influencer known as Carryminati. His YouTube videos are famous for his commentary. He started his YouTube channel at the age of 10. He has 21.3 million subscribers on YouTube. His other channel is CarryIsLive which is dedicated to gaming videos. Nagar has garnered more than  15 million followers.

  1. Ankit Panth (@ankitpanth)

Ankit Panth is a gaming influencer and a brand ambassador for some gaming brands. He is the founder of a sponsored Esports organization in India called Teambrutality. Panth is a gaming influencer with more than six lakh Instagram followers. 

  1. Chetan Chandgude (@krontengaming)

Chetan Chandgude is the founder of GodLike Esports. His YouTube Channel has more than 1.8 million subscribers. Chandgude has more than four lakh followers on Instagram. 

  1. Naman Mathur (@ig_mortal)

Naman Mathur is a Gaming Influencer from Mumbai. His YouTube videos were sponsored by brands like OnePlus and Omlet Arcade. Mathur has over five million followers on Instagram. 

  1. Rony Dasgupta (@therawknee)

Rony Dasgupta is known for his hilarious commentary on his gaming videos. Dasgupta has gained more than seven lakh Instagram followers. 

  1. Rohan Ledwani (@rohan_ledwani)

Rohan Ledwani’s gaming name is Hydraflick. He is passionate about PubG Mobile Game and shares its tricks with his audience. Ledwani has over seven lakh followers on Instagram. 

  1. Rishabh Karanwal (@rakazonegaming)

Rishabh Karanwal plays PubG on his gaming channel on YouTube. He has been awarded the Streamer of the Year 2018. Karanwal has more than one lakh Instagram followers. 

  1. Aaditya Sawant (@dynamo__gaming)

Dynamo Gaming is Aaditya Sawant’s YouTube channel. He has over 1.8 million YouTube subscribers. He live streams games like PubG, Dota 2, GTA V and Battlefield. Sawant has over two million Instagram followers. 

  1. Nischay Malhan (@triggeredinsaan)

Nischay Malhan has a YouTube gaming channel with the name Live Insaan. He is popularly known for his roasts, rants, and reactions. Malhan has gathered over four million Instagram followers. 

  1. Animesh (@8bit_thug)

Animesh is vocal about making gaming a profession. He is the first YouTuber to stream live gaming videos. He has represented India for three years in Esports events. The gaming influencer has more than six lakh followers on Instagram. 

Over the years, gaming has become a part of popular culture and these gaming influencers have created a community for passionate gamers. This has also proved to be helpful for gaming brands in India.

By collaborating with gaming influencers, gaming firms spread the word about their products. Esports is also gradually making its place in the professional sector around the globe.

Top Fashion Influencer in India

Today’s fashion industry is right at your fingertips. Here’s how!

Cinema has been a major fashion influence for decades. But today, the trendsetting ritual is shifted to your small screens. With the emergence of social media platforms, recognizing and recreating fashion is made easier. But who sets these fashion trends? Obviously, Social media Fashion influencers!

Here’s a list of Top 10 fashion influencers who seem to never run out of style. 

  1. Juhi Godambe (@juhigodambe)

Juhi Godambe is known to create fashion that is easy to recreate. Her fashion sense is a mix of street style and refinement. Godambe has gained five lakh followers on Instagram. 

  1. Aashna Shroff (@aashnashroff)

Aashna Shroff is a renowned fashion blogger and influencer. She has been voted Cosmopolitan’s most engaging influencer of 2019. Her strong fashion game reflects in her pictures. Shroff has over nine lakh followers on Instagram. 

  1. Kritika Khurana (@thatbohogirl)

As her username suggests, Kritika Khurana advocates Boho fashion among others. Her fashion sense is practical and she is often seen experimenting with new styles. Khurana has garnered more than one million followers on Instagram. 

  1. Usaamah Siddique (@usaamahsiddique)

Usaamah Siddique is a fashion blogger and influencer who fosters men’s fashion. He has founded The Dapper Label which styles multiple celebrities. Siddique has over nine lakh followers on Instagram. 

  1. Komal Pandey (@komalpandeyofficial)

Komal Pandey is a well-known fashion influencer. She often experiments with colors and creates new looks. She started her journey on YouTube where she used to create content around clothing hacks. Pandey is an Instagram user with more than one million followers on Instagram. 

  1. Mitali and Summiyya (@houseofmisu)

House of Misu is a website that educates about fashion and accessories. The fashion website is Mitali and Summiyya’s contribution to the fashion world. The duo has over four lakh Instagram followers. 

  1. Siddharth Batra (@siddharth93batra)

Siddharth Batra is known to break the stereotypes revolving around men’s fashion. His quirky fashion sense makes him stand out from the rest of the players. Batra has gained more than two lakh followers on Instagram. 

  1. Sakshi Sindwani (@stylemeupwithsakshi)

Sakshi Sindwani is a well-known fashion influencer and blogger who voices body positivity through her content. She encourages body-positivity and self-love that reflects in her fashion. Sindwani has more than five lakh Instagram followers. 

  1. Roshni Bhatia (@thechiquefactor)

Roshni Bhatia is a mother and a fashion Icon. She has a strong and vibrant fashion perspective which she chooses to communicate to her audience. Bhatia has over five lakh followers on Instagram. 

  1. Karron Dhinggra (@theformaledit)

Karron Dhinggra is a lawyer and fashion influencer. His social media content revolves around men’s fashion, grooming, and luxury. Dhinggra has over six lakh followers on Instagram. 

Creativity and fashion go hand-in-hand. These fashionistas are winning hearts with their creative styles and tips on fashion. The younger generation is becoming trendy day by day, thanks to these fashion influencers. These were our favorite fashion influencers, however, the list is never-ending.

Top fitness Influencers in India

Do you think fitness & gym influencers spend more time on Instagram than on the gym?

It’s because Instagram is the most popular social media platform with a strong scope of influencer marketing.

Here’s a list of the Top 10 fitness influencers in India who have raised the dumbbell, as well as the bar!

  1. Sahil Khan (@sahilkhan)

Sahil Khan owns a gym called Life Fitness India. He started his career in a music videos and became a noted personality in Bollywood. Khan has gathered over 10 million followers on Instagram.

  1. Pranit Shilimkar (@fitnesstalks_with_pranit)

Pranit Shimilkar has shown his transition from being a chubby kid to a fitness influencer to the world through Instagram. He is very vocal about taking his country to a global fitness level. Shilimkar has more than nine lakh followers on Instagram.

  1. Ranveer Allahbadia (@beerbiceps)

Ranveer Allahbadia is an entrepreneur. He also shares tips on men’s fashion on Instagram. At the age of 16, he underwent gallbladder surgery and decided to maintain a fit lifestyle. At present, Allahbadia has more than one million followers on Instagram. 

  1. Namrata Purohit (@namratapurohit)

Namrata Purohit is the co-founder of The Pilates Studio. She has been the youngest trained Scott Pilates instructor in the world at the age of 19. She trains celebrities and actively posts on Instagram. Purohit has over three lakh followers on Instagram.

  1. Guru Mann (@gurumann)

Guru Mann is a fitness trainer, dietician and fitness author. He inspires his audience toward a fit India. He has been certified as a Strength & Conditioning Specialist from San Francisco, California. Mann has more than three million followers on Instagram.

  1. Deanne Panday (@deannepanday)

Deanne Panday is a health coach, author and blogger. She has trained celebrities like Bipasha Basu and John Abraham. At present, Panday has four lakh followers on Instagram.

  1. Radhika Bose (@yogasini)

Radhika Bose promotes health and beauty through her Instagram presence. She makes instructional fitness videos where she guides her audience with several health, beauty and fitness tips. Bose has garnered more than five lakh followers on Instagram.

  1. Shweta Mehta (@theshwetamehta)

Shweta Mehta is a software engineer who turned to be a bikini athlete and fitness influencer. In 2016, she represented India at the Asian Bodybuilding Championship. She is also the winner of MTV Roadies 2017. Mehta has over five lakh followers on Instagram. 

  1. Tarun Gill (@iamtarungill)

Tarun Gill is a certified trainer and fitness coach. He has a strong social media presence on Instagram and YouTube where he motivates his audience with inspiring pictures and captions. Gill has more than seven lakh followers on Instagram. 

  1. Shweta Rathore (@ishwetarathore)

Shweta Rathore is yet another engineer who became a fitness Influencer. She is an Indian International Physique athlete. She has won the titles of Miss World

2014 fitness physique, Miss Asia 2015 Fitness physique and Miss India Sports Physique Champion, and was the first Indian woman to win a medal at the 6th WBPF World Championship. Rathore has gained over four lakh followers on Instagram. 

With influencers being the new trendsetters, influencer marketing on Social Media Platforms has been on the rise. As influencers are transparent in sharing their journey with their audience, they have become loved and influential personalities throughout social media platforms.

Top Comedy Influencers on Instagram

Is comedy even a real job? Of course, it’s 2022!

Comedy as a career has seen a massive rise in the past few years.

Platforms like YouTube and Instagram have given these comedy artists a platform to boost their skills and engage with their audience. 

Here’s a list of Top 10 Comedy Influencers on Instagram that has taken the platform into a laughing-gas chamber. 

  1. Abhishek Upmanyu (@aupmanyu)

Abhishek Upmanyu is an engineer who turned to comedy. He is among the most popular stand-up comedians in India. Upmanyu has over one million followers on Instagram. 

  1. Zakir Khan (@zakirkhan_208)

Zakir Khan comes from a family of musicians. He became a professional comedian after winning Comedy Central’s India’s Best Stand Up Comedian Competition. Khan has more than four million followers on Instagram.  

  1. Harsh Beniwal (@harshbeniwal)

Harsh Beniwal started uploading comedy videos on YouTube as his hobby. Soon, his videos became viral making him reach heights. Beniwal has over five million followers on Instagram. 

  1. Bhuvan Bam (@bhuvan.bam22)

In the beginning, Bhuvan Bam made selfie videos out of passion. One of his videos went viral in Pakistan which influenced him to start his own comedy YouTube Channel. Bam has more than 14 million followers on Instagram. 

  1. Ashish Chanchlani (@ashishchanchlani)

Ashish Chanchlani is also an engineer who switched paths to comedy. In a very less time, he gained popularity over his multiple characters and his videos went viral. Chanchlani has gained more than 14 million followers on Instagram. 

  1. Nikunj Lotia (@beyounick)

Nikunj Lotia studied architecture and worked as a bartender before he became a Comedy Instagram Influencer. Lotia has gathered more than one million followers. 

  1. Samay Raina (@maisamayhoon)

Samay Raina became a professional Stand-up comedian after winning a comedy competition called One Mic Stand on Amazon Prime Video. Raina has more than five lakh followers on Instagram. 

  1. Aakash Gupta (@theskygupta)

Akash Gupta is a performer who did stage acting before he became a professional stand-up comedian. He became a popular Instagram user after he won Amazon Prime Video’s One Mic Stand. Gupta has more than Nine lakh followers on Instagram.

  1. Saurabh Ghadge (@saurabhghadge_vines)

Saurabh Ghadge is known to entertain his audience through his hilarious expressions. He became a popular Comedy Instagram Influencer after his videos went viral. Ghadge has more than eight lakh followers on Instagram. 

  1. Neel (@just_neel_things)

Neel tickles his audience with his witty humor and hilarious expressions. Neel has gained more than nine lakh followers on Instagram. 

Comedy is not just about cracking jokes and being funny. It’s about good writing, scripting and delivery. These artists have mastered these skills and gathered fans in millions on Instagram and YouTube. With Instagram, Instagram comedians have made a major influence on the youth. 

Making it a real job, these comedy Instagram influencers are touring around the globe and making big money.

Top Instagram Influencers in India

Ever thought of why Instagram influencers are the new brand ambassadors? Famous personalities on social media platforms have brought a whole new way of marketing. 

Here’s a list of the top 10 Instagram influencers in India that have changed the social media scenario. 

  1. Jannat Zubair Rahmani (@jannatzubair29)

Jannat Zubair Rahmani is an Indian actress. At present, she has over 13 million followers on Instagram. Rahmani creates content around the lifestyle genre that includes food, fashion and more. She started her content creation journey as a teenager.

  1. Anushka Sen (@anushkasen_0408)

Anushka Sen is an Indian television actress and model. At present, Sen has over 36 million followers on Instagram. 

The 19-year-old teenager creates content around lifestyle and entertainment. She has collaborated with brands like Garnier, Unacademy, among others. Sen continues to entertain her audience through her Instagram profile.

  1. Avneet Kaur (@avneetkaur_13)

Avneet Kaur is an actress, dancer and model. Kaur has gathered over 31 million followers on Instagram. She influences her followers by posting lifestyle content. 

She entertains her followers by posting behind the scenes of her acting projects, bloopers, dance moves and more. Brands like Taco Bell India and Lakme have chosen Kaur to spread the word.

  1. Gaurav Taneja (@taneja.gaurav)

Gaurav Taneja is a Nutritionist, Vlogger and YouTuber. He is a renowned fitness freak who influences his audience through creating content around fitness. 

Taneja has more than 3 million followers on Instagram. From YouTube to Instagram, Taneja continues to influence his audience through multiple platforms.

  1. Faisal Shaikh (@mr_faisu_07)

Faisal Shaikh is a social media star who gained fame on Tiktok. Shaikh has over 27 million followers on Instagram. Shaikh is known to master short video content and viral videos.

  1. Riyaz Aly (@riyaz.14)

Riyaz Aly is also one of those influencers who got fame solely through content creation on social media. Aly has more than 26 million followers on Instagram. He makes content around lifestyle.

  1. Krutika (@themermaidscales)

Krutika is a 22-year-old Instagram sensation who entertains her audience by creating funny video content. She is a model and blogger. She connects to her audience by making relatable content. Her posts are often circulated around Instagram.

  1. Sandeep Maheshwari (@sandeepseminars)

Sandeep Maheshwari is a 41-year-old motivational speaker. He uses Instagram and YouTube as a platform to connect with his audience. Maheshwari has gathered 3 million followers on Instagram.

  1. Komal Pandey (@komalpandeyofficial)

Komal Pandey is a 25-year-old fashion influencer who started her journey on YouTube. The Instagram user has become a fashionista after her fashion videos went viral. Pandey has over one million followers on Instagram.

  1. Kusha Kapila (@kushakapila)

Kusha Kapila is a funny content creator who makes relatable content. To entertain her audience, she portrays multiple characters that tickle her viewers. 

Kusha Kapila has more than 2 million followers on Instagram.

These Instagram influencers are not just limited to fashion. They, too, have a wide variety of genres ranging from food to tech, in which they create content. By making relatable content, Instagram influencers have gained trust in their audience’s eyes. After Bollywood, Brands approach Social Media Stars to sell their product or service, and these influencers do not disappoint.

Best Tools that Help You to Find Top B2B Influencers

Some argue that finding the correct influencers is more difficult for B2B marketers than it is for B2C marketers. 

On the contrary, I would argue. It’s a really simple approach, as I recently discovered while compiling a highly targeted list of 60 Microsoft Inspire Insiders. 

Here’s a list of six tools to help you rapidly find the top voices in your sector and focus your Influencer Marketing efforts.

  1. Little Bird

Using the hashtags #MSInspire and #MSInspire18, we rapidly compiled a list of top Microsoft Inspire Insiders using Little Bird. Although we didn’t intend to rank the list by influencer or channel, we were able to narrow it down based on the amount of industry insiders who followed them, their total number of Twitter followers, their centricity in the conversation, and their overall reach. When you’re short on time, Little Bird’s capacity to evaluate previous data comes in handy.

  1. BuzzSumo

BuzzSumo is an excellent content analyzer tool that allows you to swiftly study subjects and find popular material, as well as who is sharing it. You can also look up how inquiries in your fields of interest and skill are typically expressed on the internet. These tools make it easier to come up with content ideas, collaborate with influencers, and find the finest keywords for your content marketing campaigns.

  1. Brand24

Magda Urbaniak (Brand Manager at Brand24) creates lists of the top 100 micro-influencers in a certain industry using Brand24’s own algorithms. She then distributes the findings in a series of eBooks that benefit the influencers, Brand24, and its customers all at the same time. Unlike the other choices on this list, the tool provides nuanced results by employing filters to discover the most often referenced influencers across the board and by channel. You can also filter the results based on sentiment scores and analyze the dialogue based on location.

  1. Upfluence

We especially appreciate the research options; you have so many different filters, including the channels used, the engagement they get, whether they have an email address available or not.

However, our favorite feature is the ability to search for influencers based on demographics such as age, gender, and geography.

  1. HARO

Sending out a HARO query, particularly on a popular topic like artificial intelligence or blockchain, frequently results in 50 to 100 (mainly!) highly competent experts on the area of interest. 

Not only does this boost the credibility of a blog post or article, but it also increases its exposure because whoever you quote in the article will be eager to share it with their own social media following. Unlike many high-powered marketing solutions, HARO is completely free, so you gain a lot of value for nothing.”

Naturally, all of these tools are simply the beginning of the Influencer Marketing strategy & process. Companies like Brand24 and GoDaddy use these identifying techniques in conjunction with Nimble to establish long-term, mutually beneficial relationships with influencers at scale, because B2B Influencer Marketing is all about relationship building.

The New Rules of Influencer Marketing

In a nutshell, influencers are people who most buyers would consider “average.” They tend to live on social media and use it to share their life, experiences, and advice. The most effective internet influencers have a following of loyal followers who see them as experts in their field. 

Influencer marketing is when a company works with an online influencer to promote one of its products or services, or to raise brand awareness. An influencer is compensated, given a product, or given a trade in exchange for endorsing the company to their followers. 

Influencer marketing is so powerful that it is often regarded as one of the only marketing channels that has risen in popularity (rather than dropped) since the start of the COVID-19 pandemic.

The place was growing congested as a result of the lack of regulation. It was getting increasingly difficult to tell what was fake and what was true on social media. 

According to a 2019 investigation into the rise of social media bots, many influencers were buying phoney followers to inflate their prominence and appear more influential (and pricey) to brands. 

Ethical difficulties have surfaced, such as presenting personal, but ultimately fictitious, health problems and treatments for the purpose of self-promotion. 

Here is how these new rules of Influencer marketing will help in keeping a level playing field.

  1. Qualification and selection 

To establish authenticity, the business or marketer must have access to the influencer’s audience demographics and details. Brand relationships must also be disclosed by the influencer. The influencer must also go through a brand screening procedure to guarantee that the brand is safe and genuine. 

It’s a necessity to use the hashtag #ad.

  1. Publicity disclosure 

It is forbidden to deceive, mislead, or make false statements in the posts. To let followers know that the endorsement is part of a collaboration, all posts must include the hashtags #Ad or #Sponsored. 

If the influencer is using a video platform to represent the brand, it must be declared within the first 30 seconds of the video.

  1. Brief and contracts

It is recommended that a valid and binding contract be entered into between the brand/intermediary and the influencer for each influencer marketing campaign.

The suggested areas included cover:

  • Intellectual Property Rights – creation, usage, moderation and review
  • Reputation and brand safety
  • Legal or industry code compliance
  • Remuneration.
  1. Online and Offline work in a synergy

Beyond sponsored Instagram posts, brands and influencers are looking to other touchpoints, both online and offline, to creatively interact. While Instagram remains the most potent social platform for fashion influencer collaborations (according to Tribe Dynamics, it accounted for 86 percent of the total earned media value for the top 30 fashion companies in 2018), brands are attempting to establish a boundary between on- and off-platform activations. 

Diversifying content touchpoints not only creates a sense of 360-degree integration between influencer and brand, but it also protects against the danger of a social media platform going down, whether due to a technical problem that results in a lengthy blackout or something more serious.

How to Calculate the ROI of Influencer Marketing Campaigns

Influencer marketing was declared “dead” or “dying” in headlines at the end of 2019. They said that customers were becoming tired of sponsored postings and that tracking the return on investment (ROI) for ecommerce companies was too complex. 

We’re here to tell you that these headlines are completely false. Influencer marketing isn’t just alive and thriving; it’s expected to grow at unprecedented rates in the future.

According to the State of Influencer Marketing Benchmark Report for 2021, the sector is expected to grow by $13.8 billion in the following year.

“Influencer marketing is evolving to become smarter and more measurable,” says Nick Veneris, marketing manager at Refersion, an affiliate and influencer marketing platform that helps marketers build and track partnerships with bloggers and social media influencers. Refersion’s sales increased by roughly 82 percent year over year, from $238 million to $423 million in the previous year. 

Despite the increasing relevance of influencer marketing, just 67 percent of firms track their influencer programmes’ return on investment (ROI).

Whether you’re planning your first influencer marketing campaign or you’re one of the 33% of marketers that don’t measure ROI because they don’t know how, here’s what you need to know to get started.

  1. Understand your goals

Is it your intention to raise brand awareness? How do you grow your audience? Or to boost sales? 

The most common blunder made by brands is not knowing what they want to achieve and then getting an unexpected result. Begin with a specific objective in mind, then figure out how you’ll track your progress.

  1. Determine KPIs

Make sure you have the proper tools in place to measure the KPIs effectively. 

The KPIs you’ll need to track to ensure your campaign’s success will be determined by your goal. Tracking visits and impressions, for example, will outweigh tracking income if you want to develop brand recognition.

If your goal is to generate leads, the quantity of new email subscribers is the best metric to use.

  1. Pick a platform and a strategy

Consider this: If your aim was hard sales, you wouldn’t hold a flash sale to attract email subscribers, and you wouldn’t focus on getting people to follow you on social media. 

Influencer campaigns are no different—they could take the shape of competitions or giveaways, a discount or promo code, or a takeover of an account—but they should be tailored to your objectives. 

Similarly, the location of the campaign is important, as different social media platforms have varied degrees of interaction and analytics tools for assessing and calculating ROI.

  1. Evaluate your expense

The “I” in ROI comes into play here. How much money do you intend to put into the campaign? Any influencer or agency fees, production costs, or analytics software fees should all be included in your budget. It’s also worth thinking about if you want to put more money into the campaign. 

One of the most common blunders made by ecommerce retailers is failing to invest in content that is performing well organically.

Here are some KPIs which you can keep in your mind to evaluate the ROI of your brand.

  1. Revenue and Conversions

Many influencer marketing strategies start with the purpose of increasing total sales or conversions. You can track sales by giving influencers a unique promo code or custom URL, which you can track in the Shopify dashboard. 

While tracking sales made through affiliate links or promo codes is important, keep in mind that there are a number of variables at play (see below), and the path to purchase may be less direct than if a consumer came to your site for the first time.

  1. Page Views and Impressions

Conversions or sales are the most prevalent metric marketers use to gauge the effectiveness of an influencer marketing campaign, according to the Influencer Marketing Hub 2021 poll. While these measurable results are crucial, they aren’t the only data to evaluate, especially if you’re launching a new brand, store, or product. 

“For new launches, we find that impressions are the best indicator of ROI, since we want to introduce the new product or service to the widest targeted audience possible,” says Garcia. “More eyes on content means more opportunities to engage, new followers, and potential new customers.”

  1. Engagement on Social Media posts.

This might include, among other things, the number of new Instagram followers, YouTube subscribers, email newsletter subscribers, or Facebook likes. You may track this using a CRM that maintains track of where the lead came from, allowing you to figure out what traffic source sent them to your site.

  1. Earned Media Value

Tracking earned media value (EMV)—which can be measured through page views, daily unique visitors, likes, shares, and comments on social media posts—will give you a dollar amount for the value of the impressions your influencers have created.

  1. New Followers / Subscribers

This might be the amount of new Instagram followers, YouTube subscribers, email newsletter subscribers, or Facebook likes, among other things. You may track this by using a CRM that keeps track of where the lead came from, which can help you figure out what traffic source brought them to your site.

  1. Backlinks

Backlinks can help you boost your site’s performance and rating by increasing SEO and content reach. Typically, these are developed through guest posting or paid content on other websites.

Calculate the number of hyperlinks your site had before the marketing campaign, then compare it to the amount once the campaign is over.

Conclusion

Working with an influencer, an app partner, or a marketing agency can help you save time and money on influencer marketing initiatives. Technologies and agencies with established ties with influencers can assist you in securing reduced fees, identifying content creators who are the perfect fit for your objectives, and developing data-driven campaigns based on solid analytics.

However, according to Influencer Marketing Hub’s 2020 study, you can earn up to $18 in earned media value for dollars spent on influencer marketing, with the average being closer to $5.78 per dollar invested.

Finally, there is no single standard or industry-wide metric for calculating the return on investment from an influencer marketing campaign.