How The Indian Influencer Market has been Thriving Amidst a Pandemic

Ever since the months of February-March, India, along with the rest of the world, has been hit with a pandemic that just doesn’t seem to come to an end. While many businesses have been hit by this pandemic, it seems to be business as usual for content creators.

Youtuber and content creator CarryMinati produced a video that went onto become the most liked video in YouTube India. Food bloggers and travel bloggers have had to push the pause button on their activities while digital content creators are having to come up with various ideas for creating new content. The challenges that brands and influencers are facing in 2020 are going to stay for the upcoming years. Brands and influencer marketing agencies have to come up with new and innovative strategies to keep their content growing in 2020. 

A recent study on influencer marketing has shown that over the past 2 months, the traffic in sites such as Facebook and Instagram has increased by four times. People who are not on various social media sites can also view content without having to sign up or log into the sites. This has made remote working and content creation a popular hobby for many during the quarantine as individuals are pursuing out of the box ideas. The overall increase of influencer-led content on social channels is commendable, which makes influencers the perfect medium for marketers and their marketing strategies to connect with their desired target groups.

Credits: Medium

Over the past four months, influencers and brands have shifted to figuring out the social medial and digital market to an elaborate extent. Be it through Instagram live videos or online collaborations, the influencer outreach has shifted in such a manner that it is creating a major impact in the lives of bloggers and brand creatives. Brands have been collaborating with influencers and celebrities, which has resulted in a good audience reach. 

The most vital element when reaching out to an influencer, is their audience reach, that has increased significantly in the new normal. It is the followers acceptance that makes a brand or an influencer successful. Instagram and YouTube influencers like Komal Pandey and Dolly Singh have seen a huge surge of followers in their Instagram handles. While Komal Pandey has reached 1M followers, Dolly Singh has shot up to having around 3.27 lakh subscribers on YouTube. Creators like Kusha Kapila (garnered 1M+ followers on Instagram) and Technical Guruji (Gaurav Chaudhary), became the biggest Tech YouTuber also witnessed massive success in these times. Owing to the pandemic, as digital content creation is increasing, bloggers and influencers are coming up with newer and creative ideas to keep their audience entertained. 

Moreover, apps such as YouTube Gaming have seen a rapid increase in downloads. From broadcasting live videos to streaming other popular videos, owing to the pandemic people have done it all. Before the quarantine, the download rate was 10% of what it is now. People are looking for more content related apps and sites during this time.

The COVID-19 crisis has also led brands to accept new challenges. Influencer campaigns and collaborations are opting for options that make creator discovery easy. Several apps and sites are also guiding the brand executives to filter and get them in touch with suitable creators. 

Although some may choose to believe that influencer campaigns along with the influencer market will be deeply affected by the ongoing COVID-19 pandemic, this is not the case if you look closely into the situation. Brands are always on the lookout for influencers to collaborate with them. This not only gives the brand a wider audience reach but also elevates the influencers credentials. 

In recent times, with traditional marketing turning digital, the chances of collaborations and sponsorships have also increased. A brand will always find an influencer that will be willing to cater to their needs. As ROI talks about the campaign's return, by coming in contact with influencers, the chances of a brand's positive outcome through a campaign increases. If we go by the stats then, for every rupee spent on an influencer, the ROI increases by 5%. 

The Role Of LWT In Influencer Marketing During COVID-19

Owing to the work from home situation, it is seemingly becoming difficult for brands and marketers to get in touch with influencers. Look Who’s Talking is a platform where we curate innovative campaigns for both brands and influencers. By handling each and every detail delicately, we have made campaign executions super easy. From discovering 20,000+ active creators across the country to catering to the brands needs, we are doing it all. Through our app, you can get in touch with thousands of content creators and influencers who will endorse your brand. 

Moreover, you can start your campaigns easily without worrying about the budget as there are no commissions. At a time when financial stability is a concern for all running businesses, we bring to you a no hidden cost campaign. Furthermore, for every individual campaign we’ll give you a dedicated manager, solely looking after your needs. With us you can track your campaigns and get a detailed analysis of the results and keep your ROI on the positive side. Choose your campaign type and we will get you going!