THE INDIA INFLUENCE REPORT - The 2018 Survey Report | First Edition - Zefmo Blog
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India Influence Report 2018
THE INDIA INFLUENCE REPORT
The 2018 Survey Report | First Edition
Authenticity Sells
The findings of an exhaustive
survey conducted by Zefmo, a
leading and rapidly growing
influencer marketing platform,
have indicated that top
marketers are of the opinion
that consumers are more likely
to make a purchase decision
based on influencers because
of the authenticity and affinity
elements.
Most Impactful
The Rise of Influencers
Macro influencer (typically In 2018, an overwhelming 92 percent marketers are expected
have over 50,000 followers)
to launch at least one influencer campaign. The popularity of
and micro influencer (typically
influencer marketing to drive brand awareness and reputation
have over 10,000 to 50,000
followers) have been found to can be gauged by the insight that 89 percent of marketers
be most impactful when it have found the medium to be effective. In addition, 62
comes to engaging with them percent are planning to increase their budgetary allocation
to drive brand campaigns. towards engaging social influencers, according to an
exhaustive survey carried out by Zefmo Media Private
Maturing Landscape Limited as part of their India Influence Report 2018.
One of the major revelations of Widespread Adoption of Influencer Marketing
the India Influence Report
2018 is gradual maturing of The survey results indicate that more than ever, brands are
influencer marketing in India recognising that influencers help in leveraging the exposure of
with 14 percent of the the company’s product and can increase brand recognition as
marketers suggesting an a result of consumers leaning on these reviews to make their
always on-mode and a further
16 percent planning to
integrate influencer marketing
within their marketing strategy.
© 2018 Zefmo Media Pvt. Ltd. 1
India Influence Report 2018
purchasing decisions. The continued widespread adoption of
influencer marketing shows that the channel is becoming an
integral part of the marketing mix.
The rather nascent discipline of influencer marketing has
quickly become a vital tool for many marketers looking to
capitalise on current social media consumption habits. In fact,
influencer marketing has gotten a significant boost from the
Top Highlights of the Indian industry in 2017.
Survey Today, users have more power than ever over their viewing
experiences in a crowded space of content providers and
Among the top highlights of the
creators. What is amazing about the creators, who use social
India Influence Report 2018, the
following are expected to set the media channels with relentless savviness to endorse their
trend for influencer marketing in personal brand, is the range to which they are able to engage
India in 2018 – their fans.
Top three scenarios wherein Influencers have a high gravity of credibility because their
marketers have utilised influencer brand, unlike celebrities, is fundamentally social. Instead of
marketing effectively – just providing exposure to a brand, influencers lend their
credibility to it. Today’s consumer can tell the difference
1. Product launches (56 percent)
between an advert and a personal recommendation.
2. Content promotion (54
percent) The industry is evolving from a promising marketing tactic to
an essential part of marketing budgets; today, it’s a leading
3. Event promotion (40 percent) priority for conglomerates and SMEs alike.
Markets have found influencer
marketing to be most important
towards –
1. Authentic storytelling (20
percent)
2. Better reach (18 percent)
3. Connecting with millennials
and centennials (18 percent)
Gauging success of the
influencer marketing campaign
via measuring –
1. Engagement (23 percent)
2. Brand awareness (19 percent)
3. Share of voice/earned media
(15 percent)
© 2018 Zefmo Media Pvt. Ltd. 2
India Influence Report 2018 © 2018 Zefmo Media Pvt. Ltd. 3
India Influence Report 2018 Influencers have Finally Found Their Voice In the past couple of years (about 2015 onwards), influencers in India seem to have found their voice and have lapped up the idea of sharing about their ideas, hobbies and consumption preferences across social channels. Over the years, brands have increased their propensity to reach out to influencers to convert them into their advocates. Brands are Courting Influencers In fact, 2017 was an inflection point when it came to influencers being tapped by brands in a major way. As influencer marketing becomes more specialised by the day, brands are outsourcing and relying more on influencer marketing agencies to engage influencers. Money is Not the Sole Driver A major portion of the influencers who have decided to pursue this interest is predominantly driven by the urge to make an impact and to be recognised as a thought leader in their respective fields. While the lure for revenue accrual remains a prevalent motive, building an audience base is also an important factor for the influencer community. Consumer Topics are Hot Properties Lifestyle, fashion and beauty, food, travel, health and technology are some of the top areas of interest for the influencers. No wonder, there is a sizeable representation of girls and women in the overall universe of influencers. This is no different from the global trend wherein such areas of interest with strong consumer connect find a seamless fit and sticky traction with the audience that’s online. In addition, topics around parenting, personal finance, sports and real estate are also gaining gradual traction. Engagement is the Key Beyond reach, it’s the engagement that really counts. And that’s something that the influencer community has warmed up to. Not only do they recognise that their audience loves them for the consistency, but also for being honest and providing value-added inputs. Increasingly, Influencers are interacting with their set of audience and are striving to make the engagement more interesting through a process of dialogue. © 2018 Zefmo Media Pvt. Ltd. 4
India Influence Report 2018 The Rise of Instagram Facebook, Instagram and Twitter are the top-three preferred social channels for influencers. Giving a tough challenge to the traditional toppers comprising of Facebook and Twitter, is Instagram. Launched in 2010, Instagram has about 700 million users currently, of which an estimated 5 percent are in India, and is one of high growth markets for the company. With photo and video sharing emerging as the fastest growing form of media, Instagram and YouTube will witness a massive adoption by the influencers. In fact, in 2017, an increasing number of influencers have adopted video as a medium and have started their YouTube channels as well. This is an indication of both consumer and brand preference in-line with the demand for video content. Moreover, with influencer marketing becoming mainstream, influencers are increasingly relying on influencer marketing agencies to help and guide them in getting connected with brands of their choice and even monetise their areas of interest. This trend will continue to see an uptake in 2018 as well in view of the specialised consulting services that influencer marketing agencies bring to the table. Whether that is beauty vloggers sharing tips on YouTube, or brand-based video campaigns, this medium will continue to dominate influencer marketing. © 2018 Zefmo Media Pvt. Ltd. 5
India Influence Report 2018 About Zefmo Zefmo, a fusion of ‘Zephyr’ and ‘Movement’, stands for changing the course of the winds of influence - in the right direction. We are a marketplace connecting over 30,000 social influencers with brands of all sizes. With Zefmo, influencers get to do what they love; try new products and create stories around the brands that they live and breathe while getting rewarded. Brands, on the other hand, get influential content and real-life stories that drive brand awareness, build buzz, increase purchase intent, and trend with consumers through creative content they trust, especially in tier-two and tier- three cities across India. In over 25 categories, thousands of influencers and hundreds of brands rely on Zefmo to spread their message in the digital universe. Zefmo invites press, analysts and bloggers to know more about the findings of the India Influence Report 2018. Please write to engage@zefmo.com for an invite to a personalised webcast session. For more information, please visit – www.zefmo.com. © 2018 Zefmo Media Pvt. Ltd. 6
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