What is influencer marketing: How to develop your strategy?


In recent years, influencer marketing has emerged as one of the most popular marketing strategies among businesses. With the rise of social media and the increasing influence of popular individuals on these platforms, brands are leveraging the power of influencer marketing to reach their target audience and build brand awareness. In this article, we will discuss what influencer marketing is, the current state of the influencer marketing landscape in India, the value of influencer marketing, and how businesses can develop their own influencer marketing strategy in India.

What is influencer marketing: How to develop your strategy?

The Current State of the Influencer Marketing Landscape in India

In India, influencer marketing has been rapidly growing over the past few years. According to a report by Influencer. in, the influencer marketing industry in India is expected to reach $75 million by 2023. With over 500 million active internet users and over 200 million social media users in India, influencer marketing has become an effective way for brands to reach their target audience.

Influencer marketing is not just limited to popular social media platforms such as Instagram, Facebook, and YouTube. These platforms have become popular due to their large user base and the ability to reach niche audiences.

The Value of Influencer Marketing

Influencer marketing offers several benefits to businesses. Firstly, it allows businesses to reach their target audience more authentically and engagingly. Influencers have built a loyal following on social media platforms by consistently creating content that resonates with their audience. By partnering with influencers, businesses can leverage the trust and credibility that these influencers have built with their audience and reach them more authentically.

Secondly, influencer marketing can help businesses improve their brand awareness and reach. Influencers have a large following on social media platforms, which means that when they promote a product or service, it can reach a large number of people quickly. This can help businesses increase their brand awareness and reach a new audience.

Lastly, influencer marketing can also help businesses improve their sales and conversions. When an influencer promotes a product or service, it can drive their followers to take action and purchase the product or service. This can result in increased sales and conversions for businesses.

How to Create an Influencer Marketing Strategy

Careful planning and execution are necessary to develop a successful influencer marketing strategy. Here are the steps businesses can follow to develop their influencer marketing strategy in India:

  1. Find influencers and what to pay them

The first step in creating an influencer marketing strategy is to find the right influencers to partner with. Businesses can use influencer marketing platforms like Influencer. in, Winkl, and Collabary to find influencers in their niche. When choosing influencers to partner with, businesses should consider their audience size, engagement rate, and relevance to their brand.

Once businesses have identified the influencers they want to partner with, they must decide what to pay them. The payment for influencers can vary depending on their audience size, engagement rate, and the type of content they create. Some influencers charge a flat fee for sponsored content, while others charge based on the number of followers or engagements.

  1. Set a budget and management strategy

The next step is to set a budget for influencer marketing and decide on a management strategy. Businesses should consider how much they are willing to spend on influencer marketing and how they will manage their relationships with influencers. This includes things like negotiating fees, setting deadlines, and monitoring the performance of influencer campaigns.

  1. Decide on goals and message

Before launching an influencer campaign, businesses need to decide on their goals and message. They ought to think about the goals they have for their influencer campaign, such as raising brand recognition or boosting sales. They should also decide on the message they want to convey through their influencer content. This could include promoting a specific product or service, highlighting the benefits of their brand, or showcasing their brand values.

  1. Influencer outreach: How to contact influencers

Once businesses have identified the influencers they want to partner with and set their goals and message, they need to reach out to the influencers. When contacting influencers, businesses should personalize their outreach and explain why they are interested in partnering with them. They should also provide clear instructions on the type of content they want the influencer to create and any specific requirements they have.

  1. Review and refine your strategy

After launching an influencer campaign, it is important to review and refine the strategy as needed. Businesses should monitor the performance of their campaigns and make changes if they are not achieving their desired results. This could include adjusting the messaging, targeting different influencers, or changing the type of content being created.

How to track influencer marketing campaigns?

Tracking the performance of influencer campaigns is crucial to determining their success. Businesses should track metrics such as engagement rate, reach, and conversions to measure the effectiveness of their campaigns. They can use tools like Google Analytics or social media analytics platforms to track these metrics.

Examples of Successful Influencer Marketing Campaigns in India

There have been several successful influencer marketing campaigns in India that showcase the power of this marketing strategy. Here are a few examples:

  1. Zomato

Food delivery app Zomato launched a successful influencer marketing campaign in India by partnering with popular YouTuber, Bhuvan Bam. The campaign aimed to promote Zomato’s new subscription service, Zomato Gold. Bam created a humorous video that showcased the benefits of the service and promoted it to his audience. The video received over 5 million views and helped increase awareness and signups for Zomato Gold.

  1. L’Oreal Paris

Beauty brand L’Oreal Paris launched an influencer marketing campaign in India by partnering with popular Bollywood actress, Aishwarya Rai Bachchan. The campaign aimed to promote L’Oreal Paris’ new range of lipsticks. Bachchan created a series of videos showcasing the different shades of lipsticks and promoting them to her audience. The videos received millions of views and helped increase sales for the brand.

  1. OnePlus

Smartphone brand OnePlus launched a successful influencer marketing campaign in India by partnering with a popular Instagram influencer, Dolly Singh. The campaign aimed to promote OnePlus’ new smartphone, the OnePlus 6T. Singh created a series of Instagram stories and posts showcasing the features of the smartphone and promoting it to her audience. The campaign helped increase awareness and sales for the brand.


Influencer marketing has become a popular marketing strategy in India due to its ability to reach target audiences authentically and engagingly. By partnering with influencers, businesses can leverage their large following and credibility to improve their brand awareness, reach, and sales. To develop an effective influencer marketing strategy, businesses should carefully plan and execute each step, including finding the right influencers, setting a budget and management strategy, deciding on goals and messaging, reaching out to influencers, reviewing and refining the strategy, and tracking the performance of campaigns. By following these steps and leveraging successful examples of influencer marketing campaigns in India, businesses can successfully incorporate this strategy into their overall marketing efforts.

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