Common pitfalls to avoid while engaging in influencer marketing campaigns: 2021
Influencer marketing is growing leaps and bounds. With the emergence of social media, brands can now reach their audience in a more effective and efficient manner. The market size of the influencer marketing platform is set to grow from USD 6.0 billion in 2020 to USD 24.1 billion by 2025, at a Compound Annual Growth Rate (CAGR) of 32.0%
By using influencers to amplify your message, you are able to increase your reach exponentially. But there are a few pitfalls that brands often tend to make which retards the success of their influencer marketing campaigns. In this blog, we have mentioned a list of pitfalls that you must take care of.
Spamming Social Media With Ads
There’s nothing worse than seeing an advertisement in your social media feed five times in a row. Not only will this irritate people, but it won’t get you results. Be present on social media by sharing content that entertains and educates your followers. Interact with them over time to build a lasting relationship (and eventually convert them into customers). Choose relevant and limited influencers for your influencer marketing campaigns so that you don’t annoy your audience.
Giving Away Freebies
Look at it this way: What’s the value in having your followers constantly follow you for a freebie? (Never mind that they’ll end up not even liking you or agreeing with what you post.) If you’re going to give away free stuff, make sure it’s a planned campaign rewarding your genuine followers who follow you for your engaging content and good product reviews. If you are including giving away freebies in your influencer marketing campaign, make sure its planned and done with the right influencers so that you get an engaging audience and future loyal customers from them.
Not Understanding Your Audience
You can’t expect to sell unless you know who your audience is. This simply means that you must know where your current target audience hangs out. Once you figure out the right Social Media channel that works for you, use insights to analyze more about their location, gender, age and what type of content they find most engaging. In doing so, you can present information relevant to them. You should then analyze which influencers have a similar audience and select accordingly for your influencer marketing campaigns.
Prioritizing Reach Over Context
Context and relevance are just as important as having a large number of followers. You may have a great offer, but it’s of no use if your audience doesn’t like or understand it?
Many brands often target influencers with massive following irrespective of the relevancy of their content for their brand. You must be very careful and aim at providing value to your customers. When you search for influencers for your influencer marketing campaigns make sure your content is relevant for their page and also see that posts related to your content are getting engagement rather than seeing the number of followers they have.
Focusing On The Number of Followers
There’s absolutely no point in having a lot of followers if all they are going to do is fake like your posts. It’s important to keep your followers engaged and get them to interact with you like you would want them to interact with a friend. If you’re asking for them to buy something from you, then make sure that they are excited to try your product.
Being Too Complicated In Your Message
It’s a good idea to show off your value, but make sure that it doesn’t sound complicated. People will start finding it difficult to understand what you’re trying to say (especially when they’re not even interested in buying from you). Stick to the basics, so that they can understand what you’re trying to say. Influencers have the advantage of connecting with their audience very easily, you should make sure that you give that flexibility to your influencers rather than forcing them to use some typical words. This can make a huge difference in the success of your influencer marketing campaigns.
Not Testing Each Marketing Strategy
It’s best to run a few tests before implementing a new marketing strategy. The last thing you want is to spend your marketing budget on something that won’t work. You must analyse and make decisions for your Influencer Marketing Campaigns to work out well and thus ensure that you are now wasting your money.
To avoid these pitfalls you must take out time and plan your campaigns with complete research. You could also take the help of professional agencies like SavvyTree where we take care of your influencer marketing campaigns at each level. We have experienced and qualified individuals who can guide and formulate your influencer marketing campaigns to bring out the best results.
Contact us for a free consultation.
Popular influencer marketing campaigns in India: 2021 edition
Here are a few popular influencer marketing campaigns in India, that companies have used to leverage the power and reach of influencers.
Does Influencer Marketing work for E-commerce?
Do influencers really help to sell products in the e-commerce arena? That’s the question many in the marketing world are asking.
Role of Influencers in Brand Advocacy
The best way to gain a person’s trust is to show you truly understand who they are and what it is that they’re experiencing.
5 reasons why influencer marketing campaign strategies don’t always work and how to avoid them
In today’s dynamic marketing environment, where digital marketing is gaining importance more than ever, brands must keep up with trends, connect and maintain their audience reach, and evolve altogether.
Brands that prove Influencer Marketing was their secret to success
The celebrity culture in India isn’t halting at any point in the near future and online media influencers in India have now acquired this title.
How to find the right type of influencers to create a loyal customer base
Marketers see how lucrative influencer marketing can be to a brand – when it’s done correctly. 63% of marketers intend to increase their influencer marketing budget in the next year.
There are plenty of options available for the brands that are planning to start their influencer marketing campaigns. On Instagram alone, there are more than 500,000 active influencers among whom 81% have followers between 15,000 and 100,000 users.
An all-around coordinated influencer can build up a true and faithful relationship with a brand that is significantly more remarkable according to buyers. Realizing how to find influencers has a significant effect.
This article will explore finding the right influencers for your brand and highlight the important points to keep in mind before collaborating.
Know what you are looking for in your influencers
Working with an influencer accompanies its own arrangement of dangers and prizes. Since influencers have their own brands to consider, they will conclude how to depict your image’s message on their feeds. That is the reason it’s imperative to guarantee whoever you work with wholeheartedly puts stock in your image’s qualities and will genuinely address your image to their supporters.
On the off chance that your image is put resources into variety and incorporation, for instance, in a perfect world, your influencers’ informing ought to likewise advance those equivalent qualities. Also, in case you’re a dress brand that qualities revolutionary straightforwardness, you’ll probably need to work with an influencer who is keen on the assembling cycle and how things are valued.
To guarantee this arrangement, set aside the effort to audit your association’s central goal and qualities before beginning your pursuit. Scribble down the qualities that are generally critical to your image and how they appear in your image’s social informing and substance. At that point slender down and target influencers similar as you would do while focusing on potential clients utilizing this data. Make an ideal influencer persona, in the event that it helps, and influence apparatuses like web-based media checking and tuning in to help you limited down your alternatives.
Realizing how to track down the correct influencers for your image is the distinction between guaranteeing your promoting joint effort nails the finish and a mission that flops with your crowd. While you can’t handle each post an influencer will make once you begin cooperating, you can find out about what’s in store by taking a gander at how they as of now utilize social media. With your waitlist of potential partners convenient, presently you can begin to dive into the social measurements to track down the privileged influencer for your specialty.
Social Media Metrics To Keep Note Of
1. Meaningful Content
The primary spot to look past follower size is the genuine substance an influencer is sharing. Look through each influencer’s feed (on all stages, not simply the one your association is keen on) to figure out the sort of messages they send and support. Would you feel great connecting your image with that influencer’s social posts? Does their substance move discussion? Assuming this is the case, what sorts of discussions are occurring in the remarks area, and does that influencer set aside the effort to react?
What you’re searching for is a feeling that the influencer’s substance lines up with your image’s qualities as well as really appreciate maintaining those qualities and bond with their crowd over them.
2. Credibility
While investigating an influencer’s substance and comments thread, you can likewise get a feeling of their degree of commonality and authority with your brand.
You must also check your influencer’s followers and following list. With the growing scope of influencers in the market, it is very necessary to check if the followers are genuine or just fake and phony numbers. To check if you are on the same page as your influencer you can also check who they are following. If they follow leaders relevant to your industry then this can be an indication that the influencer is suitable for your Brand.
3. Relevant Engagement
It is necessary to look beyond the likes and engagement on the popular posts of the influencer. You must see the engagement that the posts which are similar and relevant for your brand are receiving. Thus, your influencer must have an audience that genuinely believes in your brand’s belief. This way, you can be sure that the influencer’s brand shares your brand’s values for a one-two punch that’s sure to resonate with both audiences.
4. Audience
The objective in working with an influencer ought to be to additionally extend your customer base, so search for influencers whose supporters will be open to studying your image.
Dive into the comments on an influencer’s new posts to get a feeling of how their crowd responds to marked substance and what sort of local area they’re building.
That being said, don’t ignore an influencer who sets aside the effort to oversee supporters by pruning unconstructive remarks and tending to legitimate analysis. You can likewise check an influencer’s future reach by watching to see whether their crowd and commitment are developing or have leveled over the long run. On the off chance that you notice a respite or even a plunge in development and commitment, you might need to reexamine or address what elements might be adding to these battles.
After you have found your perfect Influencer it is not yet enough. It is necessary to form Influencer marketing campaigns that reach your audience and stays in their mind.
If you are not sure as to how will you create a perfect influencer marketing campaign then, SavvyTree, a digital marketing agency can help you formulate, strategize and execute your ideal campaign. Contact us for a free consultation.
Influencer marketing and its future roadmap in India
Influencer marketing has collected a good deal of interest within the course of the foremost recent number of years. Indeed, over the recent three years, the quantity of Google searches for “influencer marketing” has expanded by 1500%. This shows that the eventual fate of influencer showcasing is ready with promising opportunities.
Increasing Trend of Influencer Marketing
According to a study by Influencer Marketing Hub, Influencer Marketing Industry is set to grow to approximately $13.8 Billion in 2021.
The global Covid 19 pandemic has posed a good opportunity for brands and influencers to engage with their audiences with impactful messaging. The importance of influencer marketing as a core marketing strategy has grown during the COVID-19 crisis.
There is a continuous shift of consumers towards OTT and social media. However, due to a decentralized consumer base, organizations cannot target their potential consumers through traditional marketing techniques. Therefore, they are moving toward the influencer marketing technique that enables them to target potential buyers.
Influencers can build relations with customers by engaging with them and directly communicating with them. It is a fact that consumers’ demand is based on product authenticity and reliable products and services. Therefore, when a product is promoted by an influencer they trust, it automatically convinces them to look for the product and as a result, makes the consumer trust in the brand too.
Famous Brands using Influencer Marketing
There are many examples of famous brands that use influencer marketing to build their consumers and increase their sales.
Adidas
Adidas, for example, is one of the most famous brands using influencer marketing to promote their products. Adidas got in touch with influencers to increase their reach on social media. They wanted to focus on a younger audience, so they chose to do an Instagram influencer marketing campaign. That worked well because nearly 70% of Instagram users are aged below 35. They collaborated with influencers like Iga Wysocka and Selena Gomez and introduced the #MyNeoShoot contest.
Zara
Zara is another example of a brand with a successful influencer marketing campaign. Zara wanted to highlight their latest products by showcasing them in a way that would appeal to their target audience. Their Instagram posts usually resemble photos from the pages of a fashion catalog, which people can look to for ideas and tips on what’s trending in the fashion industry. By collaborating with influencers, they were able to give the impression that their products were more accessible than high-fashion clothing. Influencer marketing is also one of the reasons they have 43.2M followers on Instagram.
Brands established through influencer marketing
Influencer marketing not only helps established brands but has also been helpful to brands who are yet to establish themselves.
Danielle Wellington
We can take the example of Danielle Wellington which has become successful and made a $200 billion business just because of Influencer marketing. The brand started with micro-influencers but is now being promoted by celebrities like Hailey Bieber. The company’s reach and influencer marketing are absolutely commendable with Instagram followers of 4.9 Million.
Ipsy
Partnering with creators on YouTube and Instagram has been part of Ipsy’s strategy from the very beginning. To gain a moderately higher commitment rate, Ipsy has been collaborating with more micro-influencers and practicing their parts to cater to diverse client needs. They try to build a community of influencers by conducting various programs like ‘Creators Day’ to gather influencers together. This sort of occasion causes influencers to feel associated with the brand, blend and exchange data, and make showcasing content about Ipsy that truly close up.
The most common measure of influencer marketing success is conversions/sales. These companies are a showcase of how influencer marketing is helpful to them and has definitely increased their sales, brand reach as well as brand credibility. It is helpful for all kinds of businesses whether it is new like Danielle Wellington or Ipsy that have established themselves because of influencer marketing or already established famous brands like Zara and Adidas who have promoted their product and increased customer reach because of influencer marketing.
Problems because of massive growth
The influencer marketing technique has been immensely growing since 2016, as consumers have shifted from TV to social media and other OTT channels. Therefore, organizations are competing with each other to engage with authentic and effective influencers for promoting their products and enhancing sales. The growing competition has increased the demand for micro and macro-influencers. However, with the growing competition, identifying authentic influencers with a large number of followers has become the biggest challenge for brands and organizations. Many influencers use fake followers through bots to show their popularity and attract big brands. Therefore, brands must be careful of such fraud and protect themselves from the same.
The brands have diversified influencer marketing by implementing various types of organic and inorganic growth strategies, such as new product launches, product upgrades, partnerships and agreements, business expansions, and mergers and acquisitions to strengthen their offerings in the market. Companies must continue to depend on influencers to act as their spokespeople and execute their messaging in a trustworthy and human way.
Finding influencers remains the most significant challenge for those running campaigns in-house, but there are agencies like Savvytree where we will clear this obstacle for you and connect you with suitable influencers for your brand. We will take care of everything from Idea generation to analysis and implementation.
Book your free consultation now.
Go Digital With SavvyTree
How to get started with Instagram Marketing Strategies
Instagram is beginning to be a jackpot for businesses over time. Brands are doing a great job in promoting their business by incorporating Instagram into their marketing plans. It helps in getting close with your target market, personifying your content, and building customer relations.
But it might not be as easy as it sounds. If keeping up with Instagram is not very simple for you, we have got you covered. Below we have segregated points to give you a perfect Instagram marketing guide that will make creating Instagram strategies effortless.
First, let us briefly know why is Instagram Marketing that important.
You can reach a lot of people on Instagram:
Instagram has over 700 million monthly users and therefore has a huge potential audience for businesses. The use of relevant hashtags, that your target audience might search, will help in increasing your reach. You can also create targeted ads to reach even more potential customers if you’re willing to invest a little time and set aside some budget.
It’s the perfect opportunity to engage with your community
Instagram has the highest level of engagement amongst all major social media platforms like Facebook and Twitter. You can follow people who talk about your brand and interact with them. Making connections and real engagement will get you real and loyal customers.
Bundle of useful feedback and insights
Engaging directly with customers will help you get useful feedback and true insights about the positioning of your brand in customers’ minds. People will use social media to talk about the products and services offered by you. They share pictures and videos of products and comment on each other’s posts. This feedback is very important and cannot be ignored.
Great for keeping up with competitors
Instagram can be used to follow the activity of your competitors and analyze the way they interact with their community. It is essential to understand their strategies, the contests they are running, the content they are putting up, to improve your Instagram Strategy.
Instagram Marketing Guide for effective strategies
Here is a list of points you must take into consideration for forming a marketing strategy that will help you make a difference!
Defining your Instagram marketing goals
Your goals will determine everything from your content strategy to how much time you spend on the platform. You must know exactly why you are on Instagram. Without having definite goals there will be no direction to your Instagram strategy. There is no “right” or single goal you have to commit to, either. That said, your ROI from Instagram boils down to your goals.
For example, beauty brands focus on highlighting their products and showing the ways to use them. We can take the example of sugar. The brand posts a lot about their products, distinguishing between the various shades and showing ways to use them.
Know your target audience
You must know the personality of your target audience to deliver the content they would be interested in. Providing relevant content is very important to maintain and increase your engagement. Don’t compromise on the quality of your posts and messages, and use this platform to bring your audience closer through conversations on shared values and visions.
Run your own Instagram Audit
Running an Instagram Audit means taking a critical look at everything you’ve done on your profile, analyzing it, and then deciding if it’s serving the needs of your business and keeping you on track. Each element of your Instagram profile should feel intentional, including your profile photo, bio, feed, captions, hashtags, and more.
Building content strategy
Instagram is currently offering 6 types of posts: photos, videos, IGTV videos, reels, carousel posts, and shopping posts. Forming a mix of these types to put up relevant content is very important for your strategy. Here’s a segmentation of each of the following:
PHOTO POSTS
Instagram photo posts continue to be the most popular form of content on Instagram, likely because they’re easy to create and edit, and super versatile. You can share photos in landscape, portrait, or square formats. Photo posts can be very engaging with attractive and innovative content.
Let’s take the example of Amul which is always ready with a post for every topical topic. Like this post below where Jadeja had played very well in IPL 2021.
VIDEO POSTS
Video posts can be as long as 1 min and contain a ton of engagement. Videos tend to be one of the best formats for driving sales, due to their ability to communicate complex stories. That’s why so many businesses are investing in creating promotional video content.
In the below video H&M is talking about its new floral collection.
IGTV VIDEOS
IGTV allows for uploads of up to an hour but it must be noted that people don’t generally engage in such videos if they are not attractive enough. Most people engage only for 15 to 20 seconds. So, your IGTV video ideas must be relevant enough for your audience to engage.
Here’s an example of an interesting IGTV video by zomato.
REELS
Instagram reels are the most popular post form with engagement reaching peaks. These can be as long as 30 seconds and are rapidly growing. It will benefit you from the amazing reach that Instagram (and its video-preferred algorithm) provides, but it’s also a great opportunity to repurpose your content and make more of an impact than you would on just one platform.
In the below reel brand factory had followed a trending reel which gathered huge reach.
CAROUSEL POSTS
They have become a favorite for businesses that want to promote new product lines or share event photos and videos. This is because like Instagram videos, carousel posts are more versatile than single photo posts. Plus, you can incorporate both photos and videos into your carousel posts, so they’re a great place to get creative. Carousel posts can be shared in the landscape, portrait, or square formats — but you have to stick to just one photo format. They can include between two and 10 photos or videos.
In the post by bewakoof, it introduced its campaign ‘Timeless Indigo’
SHOPPING POSTS
While there are lots of different ways for brands (especially e-commerce brands) to weave sales opportunities into their Instagram marketing strategy, having Instagram shopping posts in your feed is a feature you surely cannot miss. Many brands are using it to their best and the results are truly awesome.
Take for example, Chumbak is actively engaging on social media. Here’s how they use Shopping Posts.
With these Instagram marketing guides to help you, formulating effective strategies will no more be a problem. Hope this blog helped in understanding the significance and how to get started.
If you need help with your Social Media Strategy and Management then SavvyTree is here for you! We can formulate and execute your digital marketing strategies with ease.
Start with Social Media Marketing for your business, Contact SavvyTree for a free consultation.
Never Let a Good Crisis Go To Waste
There’s hardly any business that didn’t feel tremors and shocks caused by the pandemic. The lockdowns put in place to curb the spread of Coronavirus caused the Indian economy to contract by 24.4% in the April-June quarter in 2020. However Indian economy reported growth in the December quarter of 0.4 percent after two-quarters of contraction. Majorly impacted were those businesses that were largely dependent on offline channels for sales and marketing campaigns and failed to quickly adapt to the volatile business environment we are in today
As per Nielsen Report on COVID-19’s impact on changing landscape in India, mid to the senior leadership of most organizations, including consumers from 35 to 44 age bracket increased their internet consumption by 11% while millennials observed an average increase of 5-7%. Because of this, some companies which offer their services online have reaped the benefits of an unexpected opportunity that came their way and are now enjoying humongous success. Some online platforms such as online meeting apps, ed-tech firms, gaming apps, e-grocery apps, digital health, pharmacy, and OTT sites saw an incredible increase in demand for their services.
Take the case of “Zoom”, an online video conferencing app founded in the year 2009 by Eric Yuan, took some nine years to get the success of its dreams. All thanks to the pandemic, the video conferencing company ended the year with a net profit of $671 million, up from just $22 million in fiscal 2020. Zoom previously said that usage has grown to 300 million meeting participants each day, up from just 10 million in December. Despite all the controversies it faced, whether it was the privacy concerns raised by the Indian government or everyday news of hackers intruding in public along with video chats and displaying unethical content or the discovery of the term “zoombombing” used when one got bored of Zoom meetings. The response to Zoom as an online meeting app also prompted its competitors such as Microsoft Teams, Google Classroom, GoToMeeting, and TeamViewer to pull up their socks and get ahead in the race. Not only this but its success also paved the way for other businesses in the field, for example, India’s most valuable company Reliance Industries developed an Indian version of it called JioMeet. Zoom’s journey is impressive but not ephemeral.
Just as Zoom, Byju’s which is India’s biggest and most valuable e-learning platform, also experienced the best business of its life during the COVID-19 crisis. Byju’s added a whopping 7.5 million new users on its platform since it started offering free classes to 1.5 billion students who are locked up at home and are studying online. It has witnessed a 150% surge in new students after announcing free classes. In April 2020 alone, the Bengaluru-based firm earned 350 crores despite providing free subscriptions to students all over the country.
“We just finished our best month in April despite being free. We’re expecting to double that [revenue] in the next three to four months, We are fortunate to be in a business that has a positive relevance now. The monetization has improved because this is a clear inflection point. Good companies in the sector will skip a few years in their growth.”
Byju’s co-founder and CEO Byju Raveendran told in an interview with YourStory.
Many more businesses in different fields are also experiencing such out-of-the-blue successes. In April 2021, 10 companies including Meesho, Pharmeasy, Cred, Groww, etc were declared unicorn companies with increased flow of investments. Companies have used social media to achieve new heights in the lockdown. From starting trends to keeping up with them, they have done it all to maintain engagement.
Along with the industries that flourished, the pandemic also led some toward decimation. Temporary suspension of operations of certain businesses either pushed them into bankruptcy or on the verge of it. Some faced losses that they never faced before. Businesses in sectors of aviation, automobile, realty, tourism, and retail are the worst hit by the novel Coronavirus and it will take years for them to get back at pre-COVID levels of sales.
Small businesses, unlike deep-pocketed corporations, found it even more difficult to withstand the adversities caused by the pandemic. At a time when physical sales and face-to-face interactions with customers have been restricted, any traditional business without internet connectivity with customers could lose its momentum and this happened with a majority of small businesses in India where internet literacy still lacks among businessmen. Recently, a report published by credit card bill payment platform CRED showed that e-commerce spending even surpassed pre-COVID-19 levels after the lockdown across Mumbai, Delhi, and Bengaluru as more individuals opted to shop online. This presents an additional challenge to the already struggling small businesses that could not reach out to their customers in any way.
The pain that these businesses felt could have been mitigated if they had a digital presence. Today, when more than half a billion people in India have access to the internet and are spending most of their time online, it is imperative for every business to connect and create a community of its customers online. Not only will this help in increasing customer’s loyalty but it will also give them a sense of inclusion which will create a positive image of the brand in their eyes. Any brand with a strong online presence will never have to worry about reminding its customers of its products. A deep-pocketed right digital marketing strategy will take the brand in front of the right audiences on its own. Today, there are numerous digital marketing agencies in India that can help these businesses in creating awareness and engagement in their target audiences.
SavvyTree, a digital marketing agency itself, can help you reach your business goals by providing your required digital marketing services. Our services like Website Development, Content Marketing,Social Media Marketing, Influencer Marketing, Email Marketing, Online Reputation Management, Creation of Digital Strategies, Branding of your product, Search Engine Optimisation and Pay Per Click. We are a team of young and enthusiastic individuals who know the art of digital marketing.
Contact Us for a free consultation.
Go Digital With SavvyTree.
FutureLearn aims to help everyone fulfill their potential in a changing world, by transforming access to education. Find a new career based on your current skills here:
