From Bhuvan Bam to Be You Nick and Kabita’s Kitchen, content producers have never had as much influence on India’s buying decisions as they do today. Many marketers want to take advantage of trends by developing some of India’s best influencer marketing campaigns. Therefore, influencers are more selective about which products to recommend on their platform. Now it’s all about finding the right ones and giving meaning to your influencer’s target audience.
YouTube was launched in India in 2008, and viewers were primarily looking for entertainment content. More than ten years later, the number of monthly viewers exceeded 265 million.
Spending patterns have changed over time as the number of viewers has increased, both overall and personally. Forty-three per cent of the content consumed today is learning-based, providing developers with a unique opportunity to build a vast, collaborative and engaging audience.
YouTube has a wide range of reach and accessibility, making it an attractive and effective way to attract and retain fans. As netizens show their love and loyalty to creators, the percentage of creator channels with far more than 1 million subscribers has grown from 16 in 2014 to well over 2,500 last year.
In recent years, not only expensive brands but also creators and brands have been collaborating more and more. As this segment matures, brands will have the opportunity to work with creators to create new and memorable experiences for their viewers.
Emphasize to the creators themselves the three priorities that brands should be aware of when working with content creators, prepare for future success when planning influencer marketing campaigns, and be happy and fruitful with them. I asked them to learn how to build a partnership.
It is vital to maintain the credibility of the content developer.
The relationship is simple. Fans support creators to identify who they are, what they represent, and what is essential. Content creators have evolved into their brands, and the success of collaboration depends on the natural efficiency between creator and marketer brands.
Marketers are encouraged to take the time to understand what the creators represent before creating a campaign that naturally integrates personas into their products. Rather than asking creators to change their communication style completely, brands are increasingly working with creators as an alliance with users in mind when developing the message and tone of the campaign. It has become. The brand needs to prioritize the viewer experience and subtly integrate the message into the creator’s content. It would help if you used your emotions to make connections and raise awareness. Branded content has a bad reputation, but it’s a win-win if content creators can seamlessly integrate their brands.
On the other hand, if the creator creates a satirical or humorous video for an academic viewer, but the brand asks to make assimilation that looks like a TV commercial, the viewer will recognize it as fake. .. Brands should not use the same cookie-cutter approach for all creators.
Storytelling can provide value.
Consumers visit long-form video platforms like YouTube with specific goals, creating a unique opportunity for brands to reach a captive audience.
More than 70% of consumers are more likely to choose YouTube content that reflects their lives, and more than 70% believe that YouTube content provides them with a deeper human connection.
Consumers watch their preferred creators for multiple reasons – their content relates to their emotions, delves deeper into their interests, teaches them something new, or helps them relax (or a combination of the above), so brands should collaborate closely with creators to understand and meet these expectations.
Savvy audiences don’t want their content viewing to be disrupted. However, if they see a brand’s messaging or product through the eyes of a popular character in content to which they can relate, the experience is altered.
Ideally, brands should aim to cultivate a discreet but potent relationship between brand creators and viewers over time.
We completely understand if you like three of the four ideas we send, but please do not combine them all into one single idea to save money. Orange juice and a sunny side up egg are excellent breakfast options, but combining them would be an abnormality. If you like three concepts, think of it as a long-term campaign. Audiences appreciate consistency.
Creators are equal partners, not just random connections.
Treat creators as partners and invite them to contribute to the concept’s strategy. They’ve spent their careers cultivating, analyzing, and, notably, acknowledging how and where to engage with their viewers meaningfully.
In 2020, audiences would like to see brand personalities and become social media friends with their favourite brands. Trust the creators to know how to make sure their viewers appreciate the content and memorize your message.
Factors to Consider for an Effective Partnership
Several factors contribute to an effective alliance and should be considered when developing an influencer strategy. Begin by focusing on long-term engagements instead of chasing erratic virality. The creator of Kabita’s Kitchen, which has 7.2 million subscribers, believes that a long-term relationship is preferable: It aids in calibrating the content strategy.
Second, consider cross-channel planning to increase reach and emotional depth, such as by connecting offline and online mediums such as TV and YouTube.
Third, define success for you and the creator — it’s more than just the number of views. When it comes to content marketing analytics, there is no shortage of options to track, and it’s easy to become overwhelmed by information. The main objective is to identify two or three key performance indicators (KPIs) that have clear actions. Don’t lose sight of the importance of actionable insights.
Remember, keeping a balance between quality, meaningful connectivity, and maximum outreach is the key to impressing most top influencer sites in India and your loyal audiences.
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