This trend is believed to be riding on the back of enhanced engagement offered by Instagram, that’s resulting in better impact for the brands. With photo and video sharing emerging as the fastest growing form of media, Instagram andare set to witness massive adoption by the Indian influencers, stated the report based on the survey conducted by influencer marketing plarform Zefmo.
The other top highlights of the India Influence Report 2018 – Influencer Insights Edition (IIE), include the following insights. Giving a tough challenge to the traditional toppers comprising of Facebook and Twitter, is Instagram. According to the respondents, the fastest growing social channels in 2018 were– Instagram (80 percent), Twitter (56 percent), Facebook (52 percent), YouTube (46 percent) and WhatsApp (32 percent)
The top five ways in which brands reach influencers’ audience are through Product reviews (83 percent), sponsored content (70 percent), Contests/giveaways (48 percent), Affiliate links (29 percent) and Ambassadorships (25 percent). The measurement of campaign success by influencers was through: Engagement-level (79 percent), Impression/reach (66 percent), Traffic (63 percent), Brand mentions (43 percent) and Re-engagement by brands (39 percent).
“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 monetize their areas of interest. This trend will continue to see uptake in 2018 as well in view of the specialised consulting service that influencer marketing agencies bring to the table,” said Irfan Khan, chief executive officer (CEO), Zefmo. “Whether that is beauty vloggers sharing tips on YouTube, or brand-based video campaigns, this medium will continue to dominate influencer marketing.”