Ambit of influencer marketing is growing positively. According to India Influence Report 2019 by Zefmo Media, about 65% marketers and strategists shared that influencer marketing helped in increasing (brand) awareness and recall; 50% of the respondents also agreed that it is effective in managing (brand) reputation and sentiments while 47% feel it is effective in reaching out and influencing the new target audience.
The new trend was clearly evident during the recently concluded Lok Sabhaelections. “For the first time in the history of general elections in India, the social media influencers were seen playing an important role to reach out to targeted audiences in various parts of the country,” the report said.
In 2018, while 92% marketers/strategists were expected to launch at least one influencer campaign, the new report reveals that the popularity of influencer marketing has considerably increased in 2019 with 94% marketers/strategists finding it more effective and 85% continuously exploring innovative ways to collaborate with social media influencers.
The new findings also indicate that 76% marketers/strategists are looking to increase their budget allocation on influencer marketing campaigns this year compared to 62% last year.
The report has been prepared by Zefmo after conducting a detailed survey involving all stakeholders, ranging from brand custodians to content creators across the Indian ecosystem in the last few months.
“We are increasingly witnessing that the penetration of internet and social media is playing a very important role in the lives of people in India and influencers as a key part of the social media universe are actively making an impact by spreading positive messages and increasing diversity,” Shudeep Majumdar, co-founder, Zefmo said.
According to the report, influencer marketing industry is maturing with brands across verticals and size, political parties, individuals relying heavily on influencer-driven campaigns nowadays for their product or campaign positioning as well as messaging.
It further reveals that marketers/strategists are opting for influencer campaigns
to create awareness, manage reputation and influence the new audience.