Let us make you a celebrity: Agencies are tapping into the talent of your favourite social media stars
Endorsing a brand was not in their scheme of things. Nor did they look at themselves as influencers.
Last year, both Sonal and Nicole signed up with Chtrbox, a Mumbai-based influencer marketing platform, to handle their Instagram accounts. Sonal has promoted multiple brands through her Instagram handle which has more than five lakh followers.
“In addition to our routine work, now we also express creativity through brands. Plus, it gives us a supplementary source of income,” says Sonal.
Globally, social media celebrities signing business deals with brands or the influencer marketing industry will be worth $5-10 billion this year, according to US-based influencer marketing agency Mediakix.
More than 70 percent of Indian brands will increase budgets for social media influencers in 2020, according to a report by social media analytics and monitoring platform Talkwalker and social media news portal, Social Samosa.
Increasingly more companies are emerging to connect brands with influencers. Two factors work for such companies: brands are now taking influencers seriously and the potential of influencers to sway the choices of their followers.
MATCHMAKING
Depending on an influencer’s understanding of digital marketing and brand promotion, these firms offer a range of services to influencers such as content curation, dos and don’ts of signing contracts and tools to track their performance online.
Sonal’s target audience is women, many of them interested in lifestyle products. Once she signs a contract with a brand, she creates content on her own and discuss it with the agency. One of the products she has endorsed is a hair care range . In the Instagram campaign, she asked her followers to share their biggest hair care challenges. “What can be done with long hair and how to take care of it is something that connects with my followers,” she says.
Pranay Swarup, co-founder of her agency, Chtrbox, says that the consumer relates a lot more to an influencer than a star celebrity. “When we see a film actor promoting a budget car, most of us know that he does not drive or own that car in real life. But when influencers promotes a vehicle, they actually have a similar product or something in the same price range. Therefore, there is a lot more aspirational value and relatability.”
One of the jobs of influencer marketing agencies is to identify which social media platform works best for the brand and who the most appropriate personality is on that platform.
Apaksh Gupta, founder and CEO of Gurugram-based influencer marketing company One Impression says that currently, Instagram and YouTube are most popular among brands, but TikTok is catching up too. “Instagram is shorter form content. It is typically used by brands for awareness, creating brand equity or pushing aspirational purchases. Youtube offers longer form content and is educational in nature. It is used by brands that are from newer categories or need more user education. YouTube is also better for vernacular penetration as the platform offers great regional audiences,” says Gupta.
Companies such as One Impression don’t charge the influencers for collaborations. They take 10-20 percent cut from the brand’s campaign budget. “If we are paid Rs 10 lakh which is the total cost we might have incurred, the influencer will get around Rs 8.5 lakh once the campaign is over. We will get Rs 1.5 lakh from the entire spent,” says Gupta.
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