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The proliferation of platforms and formats like short-videos have changed the influencer marketing game for marketers, brands and creators. In this fast-evolving space, keep up with the big trends and hot topics that matter in Storyboard18’s Weekly Shorts in collaboration with <a href="https://www.affable.ai/">affable.ai</a>, an end-to-end AI-powered influencer marketing platform. Track how creators, communities and brands are engaging with users and disrupting marketing to get a sharp and fast insight into present and future trends.


With influencer marketing gaining popularity across the world, ensuring that influencer content meets the brand's standards before its release has become increasingly crucial. The process involves thorough checking to eliminate errors and identify any content that may be offensive or inappropriate or not as per brand guidelines.


Managing content collaboration can become challenging and time-consuming, often resulting in long email threads and constant back and forth on other communication channels. In the content approval process, the brand typically provides guidelines and instructions to the influencer, outlining what kind of content they want the influencer to create. The influencer then creates the content and submits it to the brand for approval. 


The brand then reviews the content and provides feedback to the influencer, either requesting revisions or approving the content as is. The goal is to ensure that the content is authentic, engaging and resonating with the brand's target audience. This can become a very tedious, time consuming process and at times leads to misses as well. Overall, it costs time, effort and eventually money to manage the reputation of a company or a brand, be it big or small.


Top tips to incorporate content approval into your influencer marketing strategy


Provide clear guidelines: Make sure to provide the influencer with clear guidelines and instructions on what kind of content you want them to create. Include details on the brand's values, messaging, target audience and any legal requirements.


Establish a review process: A clear review process, including timelines, feedback and communication channels. This will help streamline the approval process and ensure that all parties are on the same page.


Balance creative freedom and brand messaging: While it's essential to maintain brand consistency, it's also crucial to give the influencer creative freedom to create content that resonates with their audience. Striking a balance between the two is essential for successful influencer marketing.


Set clear expectations: Set clear expectations for the influencer's deliverables, including the number of posts, captions, hashtags and any additional requirements. This will help avoid any confusion or misunderstandings during the content creation process.


Use an influencer management tool or platform: Consider using a content management tool that allows you to manage the content creation and approval process more efficiently. An automated process integrated within the influencer marketing platform can resolve the issue — letting you create meaningful content to connect with different audiences.


Provide constructive feedback: When providing feedback to the influencer, be specific and constructive. Highlight what works well and what needs improvement, and provide suggestions on how to improve the content. This will help build a positive relationship with the influencer and improve the quality of the content.


Content approval is crucial in influencer marketing to ensure that the content aligns with the brand's values and messaging, meets legal requirements and resonates with the target audience.


This week’s Weekly Shorts is written by the editorial team of <a href="https://www.affable.ai/">affable.ai</a>.

Weekly Shorts: Tips for influencers to meet standards and expectations of brands

The proliferation of platforms and formats like short-videos have changed the influencer marketing game for marketers, brands and creators. In this fast-evolving space, keep up with the big trends and hot topics that matter in Storyboard18’s Weekly Shorts in collaboration with <a href="https://www.affable.ai/">affable.ai</a>, an end-to-end AI-powered influencer marketing platform. Track how creators, communities and brands are engaging with users and disrupting marketing to get a sharp and fast insight into present and future trends.

 

Learn how to run creative influencer campaigns to target your ideal customers in the holy month of Ramzan and skyrocket your sales. 

 

The Ramzan (Ramadan) festival in India has become a prime opportunity for brands and marketers to execute influencer marketing campaigns on Instagram in the last couple of years. There has been a remarkable surge of 132.76 percent in sponsored posts by influencers in 2022. It underscores the potential of influencer marketing in helping companies capitalize on the month-long event and enhance their sales, according to affable.ai data. 

 

The platform analyzed more than 45,000 profiles of Indian content creators and found that Instagram is the most widely used platform for running Ramadan campaigns in India. The content volume under paid partnerships increased significantly, from 4,583 posts in 2021 to 10,652 posts in 2022 on Instagram. 

 

Most brands preferred micro-influencers (10k-50k followers) for their sponsored content, with a growth rate of 34 percent between 2021 and 2022. Mid-tier and macro influencers were the second most popular category.

 

<a href="https://www.affable.ai/">affable.ai</a>'s data reveals that fashion and accessories are the most popular niches for content creators during the holy month. From at least 90,298 posts in 2021, the number reached 184,270 in 2022, showing an increase of 104.07 percent. With the festival around the corner, it presents an excellent opportunity for clothing brands to drive demand for their products this year.

 

Additionally, lifestyle, beauty, food and beverages, travel, and entertainment niches saw tremendous growth of more than 100 percent in 2022 compared to 2021. There has been a significant increase in influencer posts related to religion as people continue to promote a sense of spirituality during Ramzan. 

 

Overall, the Ramadan festival significantly impacts consumers' buying decisions, making it an ideal time for brands to promote their products and services across all categories. Here are the five creative campaign ideas to help you get the most out of Ramzan influencer marketing in 2023. 

 

5 influencer campaign ideas for Ramzan 

 

The preparation phase starts two weeks before the holy month. People search for delicious food recipes, home decor ideas, and fashion and beauty content increase on Google and YouTube. Then comes the excitement phase for the first two weeks of Ramzan, when there's a high demand for spirituality, food, gaming, travel, and beauty content. 

 

The last two weeks mark the anticipation phase or pre-Eid preparation when people look for gifting ideas, Eid outfits, food recipes, makeup tutorials, and more. Running social commerce campaigns driven by influencers can help boost sales as people are in the impulse-buying mood. The last is the post-Ramzan phase or Eid when marketers offer customers hefty discounts and attractive deals to boost their sales. There's a peak in travel searches, gifting options, and restaurants.

 

1. Purpose-driven campaigns to discuss social causes 

 

During Ramzan, millions of Muslims fast on food and water to reinforce gratitude and help the less fortunate. Ramzan promotes a sense of togetherness, which is why it is the best time for marketers to educate people about social issues in the world, like hunger, poverty, gender roles, and more. 

 

Collaborating with content creators who are vocal about social causes can help you reach more people and convey your brand message the right way. With educational and social awareness campaigns, you can talk about a pressing cause that needs people's attention and tell your customers how you're contributing to the community. 

 

2. Charity campaigns to spread positivity 

 

To celebrate the spirit of doing good, many brands launch charity campaigns to capture the audience's attention and spread the message of positivity. Many consumers agree they prefer buying from brands that give back to society. The campaigns led by influencers add more credibility to the cause and encourage more people to participate in donations. 

 

3. Healthcare campaigns to promote fitness 

 

During Ramzan, people look for healthier ways to avoid problems related to weight, food intake, skin problems, etc., during their Roza. 

 

Running a healthcare influencer marketing campaign in the holy month is a foolproof way to attract your target audience. Many health and wellness influencers post content on social media like fitness routines, eating habits, food to eat and avoid, and overall wellness tips for the month, which you can leverage to talk about your product promoting the same practices. 

 

Such content can boost your brand's visibility and tell customers about your product or service's benefits. 

 

4. Foodie campaigns to attain maximum sales 

 

Food is the most significant focus point in the holy month. Google's research shows that the search for food recipes increases during Ramzan and continues to rise till Eid. People look for delicious and healthy recipes to feed their families, break their Roza, and greet guests. For this, they look for Iftar food recipes and kitchen products. 

 

Food influencers are your best bet to share some recipes with your customers, especially if customers need your product to create a yummy meal. 

 

5. Challenging stereotypes campaigns to reach a targeted audience 

 

Breaking stereotypes through Ramzan influencer campaigns has become a trend in recent years as more brands seek to challenge traditional gender roles and cultural norms. 

 

During the holy month, people are open to new ideas and more likely to embrace change. Collaborating with content creators on social issues like women empowerment, oppression, etc., can be a great way to run Ramzan-themed influencer campaigns. 

 

Many women influencers on social media talk about breaking gender stereotypes by sharing their personal stories, engaging with followers, partnering with diverse brands, and promoting positive messaging. Partnering with them will give your brand more visibility among those who support such content. 

 

Note: Although such campaigns generate a lot of buzz, marketers need to be careful with their message to avoid offending anyone. 

 

Creative influencer campaigns for Ramzan run by leading brands 

 

1. India Gate - #EmotionCalledBiryani

 

India Gate's 2022 Ramzan campaign leveraged the people's love for Biryani, a famous Iftar meal all over India. Around 150+ social media influencers promoted the campaign under the hashtag #EmotionCalledBiryani, which showcased the creators exploring favorite Biryani joints in the Biryani capitals of India. 

 

2. Shan Foods Global - #IMadeItWithShan

 

Shan Foods Global, a Pakistani spices company, is famous for running creative campaigns during festivals in India like Diwali and Ramzan. To target Muslim consumers during Ramzan in 2021, the brand collaborated with Instagram influencers and promoted its spices collection in the country. The influencers posted delicious recipes made with Shan Masala to promote the message of adding a homely feel to their food during Ramzan. 

 

During Ramzan, marketing can be done in different phases. According to Google, four phases in the holy month can help you build a targeted strategy and get the most output from your influencer campaign.

 

This week’s Weekly Shorts is written by the editorial team of <a href="https://www.affable.ai/">affable.ai</a>.

Weekly Shorts: How brands can use influencer marketing for Ramzan campaigns

The proliferation of platforms and formats like short-videos have changed the influencer marketing game for marketers, brands and creators. In this fast-evolving space, keep up with the big trends and hot topics that matter in Storyboard18’s Weekly Shorts in collaboration with <a href="https://www.affable.ai/">affable.ai</a>, an end-to-end AI-powered influencer marketing platform. Track how creators, communities and brands are engaging with users and disrupting marketing to get a sharp and fast insight into present and future trends.



Influencer marketing can be an effective strategy for service-based businesses to reach and engage with their target audience. It is still a heavily underutilized strategy for most services based businesses. 



In the service-based businesses domain, the travel industry globally comprises 13.1k travel bloggers, aviation enthusiasts and frequent flyers reflecting the rising interest in industry. This is the highest growing influencer space in the services industry in India with ~770 local travel content creators, according to data from affable.ai. Healthcare, salon & spa services and food are next, where influencers are leveraging fear of missing out (FOMO) to market the experiences these service industries offer.



Following the pandemic's initial wave, spending in the service sector has kept growing. Influencers are at the forefront of generating demand for opening up the world for exploring again and promoting healthy lifestyles. Users across ages are increasingly turning to social media research and making choices about anything from where to eat and vacation to which healthcare businesses they can have faith in. Consumers generally seek the counsel of people they know and trust, such as those in authoritative positions in the industry, in the community, among employees, or in the public eye (content creators, celebrities, journalists, etc.).



Influencer marketing can be effective for a wider range of service-based businesses. Here are a few examples:



Travel and hospitality: Influencers can promote hotels, resorts and travel destinations to their followers, providing them with a glimpse of what to expect and encouraging them to book their next vacation. By collaborating with travel influencers, these businesses can reach a wider audience and generate buzz around new promotions. For example, an airline might partner with an influencer to offer a free flight or first class seat to vlog about or prize package to followers who engage with the influencer's content. Hotel chains and resorts also offer a free stay, meals, or other perks in exchange for promotion.



Fitness, wellness and healthcare: Worldwide, more than 16.5k influencers advocate for a good diet, self-care, exercise and mental wellness. The desire for health information, knowledge, technology advancements and social media marketing have increased the number of healthcare influencers. Influencers now promote gyms, personal trainers, yoga studios, and wellness retreats to their followers, showcasing the benefits of leading a healthy lifestyle and encouraging followers to sign up.



Food: Several eateries are teaming up with popular creators on social media to spread the word about their business and menu to reach a wider audience. Worldwide, roughly 10.9K influencers are linked with promoting restaurants, food and beverages. It opens the door to spread the word about the menu, ultimately boosting sales and solidifying client loyalty. 



Salon and spa: Influencers can promote services to their followers, demonstrating the effectiveness of different products, services and treatments, and encouraging them to try them out. Many salons are tiny enterprises catering to the local population bringing down the overall global figure of such creators. Influencers from the salon industry are gaining popularity on social media, especially Instagram. This is the right time for such businesses to start investing in a space which isn’t utilized to its full potential yet.



Education and training: Influencers can promote online courses, tutoring services and other education and training services to their followers, showcasing the benefits of learning and encouraging them to enrol. This includes course vlogs, experience, before or after journeys and even giveaways to their followers.



Now, many popular services businesses invested in influencer marketing and still continue to do so to build their popularity. Urban Clap, Oyo Rooms, UpGrad, Nykaa, Zomato, Swiggy and Licious are a few popular Indian brands that do it well.



Influencer marketing for the service sector is more complex than product-based promotions. Service-based businesses have intangible products in most cases, which puts the customers at a buying risk because they don't know what they're getting before actually getting the service. 



The audience in this sector does careful research before availing of any services. Recommendations from peers, family and social media influencers build the audience's trust and make them believe the service is worth their money. Whether you're an airline company, bank, restaurant, beauty salon or boutique, hotel, or consulting agency, you can use influencer marketing to build quality social proof for your business and reduce buying risk.


This week’s Weekly Shorts is written by the editorial team of <a href="https://www.affable.ai/">affable.ai</a>

Weekly Shorts: Tips on influencer marketing for services-based businesses

The proliferation of platforms and formats like short-videos have changed the influencer marketing game for marketers, brands and creators. In this fast-evolving space, keep up with the big trends and hot topics that matter in Storyboard18’s Weekly Shorts in collaboration with <a href="https://www.affable.ai/">affable.ai</a>, an end-to-end AI-powered influencer marketing platform. Track how creators, communities and brands are engaging with users and disrupting marketing to get a sharp and fast insight into present and future trends.


Influencer mapping is the process of identifying and analyzing individuals or groups who have a significant influence on a particular target audience. These influencers can be bloggers, social media personalities, experts, celebrities, or other individuals who have a loyal following and can impact the opinions and behaviors of their followers. 


Given the current scenario of efficient use of marketing budgets and making every penny count, influencer mapping is crucial for an effective marketing strategy. 


The process considers the audience size and ranking of the influencers and makes a head-to-head comparison of these influencers. 


The benefits of influencer mapping include:


Identify key influencers: Your influencer marketing campaigns can only be successful if they are targeted to the right audience. Influencer mapping identifies the key influencers for a brand based on their network. It helps you decide which influencers you should approach for collaboration to reach the right target audience for a brand.


Put the influence to test: It allows you to compare the influence of all the key influencers by putting it to the test. Creating different influencer marketing campaigns with different influencers and then A/B testing can help you compare which campaign had a better impact on your audience. This data can help you decide which influencers are the best for a business.


Find hidden audiences: Influencer mapping also allows you to identify who exactly is the audience that an influencer can influence. By knowing the influencers' audiences, you may encounter hidden audiences you've not targeted before. This opens up new opportunities for you to expand reach, generate new leads or conversions and drive more revenue.


Execute cost-effective marketing: Influencer marketing can be a cost-effective marketing strategy when done correctly. By mapping out the right influencers, brands can leverage their existing audience and avoid the costs associated with building a new audience.


Increase reach: Influencers can help increase the reach of the brand's message and products. They have a dedicated following, and their audience is likely to engage with the content they share, increasing the likelihood of the brand's message reaching a wider audience.


Build Trust and Credibility: Influencers have built trust and credibility with their followers, which makes them an effective way to promote a brand's products or services. Influencers' endorsement of a product can carry significant weight with their audience, as their followers trust their recommendations and opinions.


Improve Engagement: Influencers can help improve engagement with the brand's target audience. By partnering with the right influencers, brands can create content that resonates with the target audience and encourages engagement, leading to increased brand awareness and sales.


From defining to measuring: 7 steps to get your influencer mapping started


Define - Whether generating more leads or sales, achieving higher engagement, or expanding your reach - whatever goal a brand wants to accomplish through an influencer marketing campaign, it should be the center of your influencer map. If you don't have a goal, you'll be clueless about which direction you should take your campaign ahead.


Identify - Now that you know what a brand wants to achieve from the campaign, the next step is to identify the industry's most influential and prolific influencers. You can also do this with accuracy and scale using influencer marketing platforms.


Shortlist - Once you have a list of all the key influencers, shortlist and then rank them based on the business objectives.


Analyze - Look at the kind of content the shortlisted influencers publish and find out their areas of interest. Deeply analyze their social media networks, common characteristics of their followers, and audience segmentation to understand who can be an excellent fit for the brand's campaigns.


Profile - Once you are done with the analysis, start building their detailed profiles, including engagement behavior, market, and background. For example, what kind of content do they prefer to share to engage with their followers and so on.


Map - Net, group the influencers based on certain characteristics, such as their authority, influence level, focus areas and overall social presence and footprint. This will create a map.


Measure - Once you decide on the influencers and a campaign begins, you must measure the results. By measuring the engagement level and participation effectiveness, you can determine the potential business impact of engaging them in marketing campaigns.


Influencer mapping helps build an efficient influencer strategy as it helps identify the right influencers, ensures cost-effective marketing, increases reach, establishes trust and credibility, and improves engagement with the target audience.



This week’s Weekly Shorts is written by the editorial team of <a href="https://www.affable.ai/">affable.ai</a>

Weekly Shorts: 7 steps for marketers to get influencer mapping right

The proliferation of platforms and formats like short-videos have changed the influencer marketing game for marketers, brands and creators. In this fast-evolving space, keep up with the big trends and hot topics that matter in Storyboard18’s Weekly Shorts in collaboration with <a href="https://www.affable.ai/">affable.ai</a>, an end-to-end AI-powered influencer marketing platform. Track how creators, communities and brands are engaging with users and disrupting marketing to get a sharp and fast insight into present and future trends.

 

With the audiences shifting to influencer content for product recommendations, influencer seeding or product gifting is the best way to enhance your search engine optimization (SEO) and rank higher on Google. 

 

Influencer marketing is no more a stand-alone marketing agenda. It has successfully taken over most of the marketing efforts, including emails, social media, content marketing and now SEO (search engine optimization). 

 

SEO is an essential marketing tool that helps marketers improve visibility and discoverability of their brand’s website. However, SEO is no longer about ranking on Google. With challenges like constant Google algorithm changes, rising competition, and duplicate content, SEO has become more strategic. Apart from keywords and headlines, you now need backlinks, exposure, social signals and authentic content to improve your SEO score on Google. 

 

Marketers now rely on influencer seeding—a cost-effective way to leverage content creators—to elevate their SEO efforts and brand value. 

 

Leading brands in the space including Glossier, Jack in the Box, Tarte Cosmetics, House of CB, etc, rely on product gifting to get the most engagement for their brand. With nano-influencers, short-form videos, affiliate marketing, and paid media set to dominate the creator economy in 2023, it has become even more essential for marketers to begin planning their influencer campaigns to stay ahead of the competition. 

 

But how does influencer seeding impact SEO? SEO or search engine optimization is the marketing technique used by brands to rank higher on Google and increase their visibility to the audience. 

 

Marketers follow the on-page SEO methods to rank the pages but often forget to focus on off-page optimization, which is equally important to kick off the rankings. Influencer seeding helps improve your on-page as well as off-page SEO, including backlinks, content creation, social signals, and more. Influencer seeding helps strengthen the authority, relevance, and quality of your brand's website and boost your value in the eyes of Google.

 

Six Ways influencer seeding can help boost your rankings on Google 

 

Unique and authentic content 

 

Gifting free products and services to influencers makes up for tons of captivating, shareable content that has the power to attract the audience as well as get the attention of search engines. Be it blogs, videos, social media posts, reviews, or more, influencer content enables Google to collect unique and reliable content about a brand and rank it higher on the search page for the users to see. 

 

Apart from the content, influencer seeding also helps you attain user-generated content (UGC), which can boost your ranking through the roof. Often influencers encourage their followers to create content using branded hashtags for videos or even reel challenges. The followers use hashtags to share their content on social media, creating a snowball effect where the content starts to breed content. The hashtags generate mass awareness for your brand and provide rich reusable content. 

 

Increased brand awareness 

 

Influencer seeding can help increase brand awareness by reaching a larger and more targeted audience. Increased brand awareness can have a positive impact on SEO by increasing the number of people who search for the brand or its products online. The more people search for a brand or its products, the higher it will rank in the search results. Additionally, as more people become aware of the brand, they are more likely to link to the brand's website, which can further improve its ranking in the search results.

 

For example, celebrity influencers expose your brand to millions of newer audiences who might be willing to buy your product. The followers become aware of your brand and what you're offering, making your brand more recognizable and memorable. 

 

Massive website traffic

 

Massive awareness generates massive traffic. Website traffic is one of the primary reasons why people carry out SEO in the first place. With SEO techniques, marketers try to get as many visitors on their page as possible to show Google their website has valuable content. Massive traffic means Google ranks you higher on the search results, helping the users to find you easily. 

 

Social media users, especially the younger generations, tend to explore the brand or product they find interesting on social channels. Thanks to the social commerce features launched by social media platforms, the users immediately click on the product or website link mentioned in the influencer's post to purchase your product online. 

 

Apart from website links, influencers also include discount codes and affiliate links in their content, which encourages the followers to buy the brand's products at a discount. Such codes and links drive the audience to the product or landing page, hence bringing a countless number of visitors to your website and positively impacting your authority.

 

Strong link profile 

 

One of the key components of SEO is link building. Search engines use links to determine the relevance and authority of a website. Quality backlinks build a strong link profile—the link makeup that connects back to the website or page. Google looks at link profiles for ranking pages. 

 

Influencers enable you to build a powerful link profile by adding a link to your website in published content, creating a direct backlink to your website. The higher the number of quality links, the higher your ranking will be on search engines, as Google will see your website as a relevant domain in the space. 

 

These links can help increase the number of inbound links to a website and improve its authority in the eyes of search engines. Additionally, if the influencer has a significant following, the links they share can drive a significant amount of traffic to the brand's website, further improving its ranking in the search results. 

 

Improved social signals

 

Social signals, such as likes, shares, and comments, can have a significant impact on a website's ranking in search results. Search engines use social signals to perceive the social presence, popularity, and relevance of your website. By partnering with influencers, brands can improve their social signals and enhance their SEO efforts.

 

When influencers share a brand's message, they often encourage their followers to like, share, and comment on the content or on individual brand posts. The more engagement a brand's posts receive, the more likely it is to rank higher in the search results. 

 

Better keyword optimization 

 

SEO is a keywords game. Keyword optimization is an important aspect of SEO and involves using keywords that people search for in the content of a website. It is placing the most relevant keywords in the most relevant places without stuffing. Although keywords are used to optimize on-page SEO, they can be used off-page to rank higher on Google. 

 

The branded keywords on social media, guest blogs, videos, etc., help the brand get more recognition and raise the SEO score. With influencer seeding, you can ask the creators specifically to mention your branded keywords in the content, blog posts, video descriptions, or hashtags for better optimization. Influencers can also add links to these keywords to double their SEO rankings.

 

Influencer seeding is not only about gifting products to influencers and then waiting for the content. It is a step-by-step process that you need to regulate to get the desired outcome. 

 

Step 1: Set an achievable end goal for your campaign. It can be leads, sales, engagement or more. 

 

Step 2: Identify the creators who can help you attain the desired goal and fit your content requirements. Best practice is to hire top-performing creators who generate high engagement rates and relevant content. 

 

Step 3: Reach out to the creators and send them gifts along with a brief of the type of content you wish them to create. Allow them the creative space to come up with exciting ways to promote your product or service. You can also share the discount codes and affiliate links with them for tracking their performance later. 

 

Step 4: Once the content is created by the creators, start tracking the results through the links and codes to ensure the content is working. 

 

Step 5: Analyze your SEO on the web analytics tools to see how influencer seeding is impacting your SEO efforts. 

 

Step 6: Pay your influencers. This is an important step that brands forget. Although product gifting means you don't have to pay the influencers, however, if you wish to build better creator relations and lasting positive reviews for your product, then paying your influencers for the reach and engagement is a good practice. You can use the influencer affiliate hybrid model to pay them for the sales or conversions they drive.

 

This edition of Weekly Shorts is written by the editorial team of <a href="https://www.affable.ai/">affable.ai</a>

Weekly Shorts: How influencer seeding can boost brands’ SEO efforts

The proliferation of platforms and formats like short-videos have changed the influencer marketing game for marketers, brands and creators. In this fast-evolving space, keep up with the big trends and hot topics that matter in Storyboard18’s Weekly Shorts in collaboration with <a href="https://www.affable.ai/">affable.ai</a>, an end-to-end AI-powered influencer marketing platform. Track how creators, communities and brands are engaging with users and disrupting marketing to get a sharp and fast insight into present and future trends.

In the first part, Krishnan Iyer, co-founder at BeTagged, explored the subject of KOL (Key Opinion Leader) Seeding and looked at the benefits and pitfalls of this strategy. In this piece, Iyer dives deeper into the mechanics. Here are some tried and tested strategies for brands to quickly scale up their online presence in a quick and cost-effective manner.

KOL Seeding is an efficient and cost-effective way to reach out to influencers and build your brand. But, it needs to be done right. Here are a few key pointers you must pay attention to if you want to win this game.

Identify the right KOLs to partner with

There is an old saying. If you have an hour to cut a tree, spend 50 minutes sharpening your axe. The same principle applies to KOL Seeding. Many have tried the spray-and-pray approach, but this route is ineffective. Even if this isn’t a paid partnership, as a brand manager you must ensure that the KOLs you connect with are those who fit your brand persona and voice, have access to the audience you wish to engage and are overall creating good content. Because some of them could potentially become long-term partners and evolve into paid partnerships or even brand ambassadors.

This means you have to study them. Go beyond the vanity metrics of follower count and engagement rate. Look at data like reach and impressions, audience demographics, follower growth rates, follower growth and engagement timelines, posting interests and audience interests, suspicious follower counts and other data points that give you a real insight into the KOLs effectiveness as a medium.

Also, look at the posting frequency, the aesthetics of the content posted and the language used in the captions. Sure, when you consider seeding at least 100-150 KOLs this is a lot of work. But, it is the very foundation for your program and it needs to be done well.

Read more here: <a href="https://www.moneycontrol.com/storyboard18/how-it-works/weekly-shorts-decoding-seeding-the-role-of-key-opinion-leaders-in-influencer-marketing-mix-5030.htm">Weekly Shorts: Decoding seeding, the role of key opinion leaders in influencer marketing mix</a>

Solicitation

Now you know the A-list of KOLs you want to engage in. Spend time crafting the message. Keep your outreach message short and witty. Tell them who you are and why you are writing in. Then talk about why you zeroed in on a particular KOL from the universe of talents. Mentioning a word or two about their content and why it resonates with your brand is the perfect arc to take.
 
Briefly outline your ask. You are sending them a gift box. Tell them upfront if you expect them to reciprocate. If you do not expect a posting, say that too. Tell them that irrespective of the posting, you want them to be your brand fan. Tell them if things go well, you are open to considering a brand deal. And finally, make sure there is a clear call to action.

Not all KOLs reply immediately. Make sure you send a follow-up message after a couple of days to the ones who have not replied. If your hit rate is not good enough after the first four days, explore a B-List.

Personalize the experience

Everyone loves a bit of attention. So go the extra mile to personalise the gift box you are sending to the KOLs. Make sure it is of a decent value or volume. If you have the means, add a nifty little personalised note inside the box, welcoming the KOLs to experience the brand promise. Make sure you thank the KOL for agreeing to try out your product. Sending a follow-up note after a week or so to check in on their experience of using your product is also a good idea.

What gets measured gets done

So, make sure you have set up the right framework to track results. Remember, in KOL Seeding programs, you do not provide a campaign hashtag. So tracking the outputs might be tricky. You will need a technology solution for this. Monitor the KOLs’ social media accounts and check for your brand mentions.

If you come across one, make sure you are interacting with the post. Have something nice to say about the post. Complement the KOL for their content.

Lastly, continue to monitor the post’s performance. You can do this manually or you could deploy a technology solution for it.

Sometimes, KOLs may not post but they may make a counter-offer of a paid partnership. Engage with them. Explore a hybrid solution. Remember, you spent ßtime and effort in identifying this KOL, and you want to work with them for good reasons. Always keep a budget ready for such cases.

Make the content work longer and harder

You can reuse the content produced by the KOLs for multiple purposes. But always make sure you seek their consent. Almost every KOL will want something in return for it. Make sure you are fair and respectful in dealing with them. A majority will ask for monetary compensation. Be prepared for this. Weigh the prospect of your advertising agency creating such content and how much you might have paid for it.

Key takeaways

KOL seeding is an efficient and cost-effective way to scale up your online presence.

It helps you build relationships with the KOL community.

It can help you identify KOLs you might engage as authentic brand ambassadors in the future.

Weekly Shorts: Here are marketing strategies for brands that want to scale up using key opinion leaders

The proliferation of platforms and formats like short-videos have changed the influencer marketing game for marketers, brands and creators. In this fast-evolving space, keep up with the big trends and hot topics that matter in Storyboard18’s Weekly Shorts in collaboration with affable.ai, an end to end AI-powered influencer marketing platform. Track how creators, communities and brands are engaging with users and disrupting marketing to get a sharp and fast insight into present and future trends.


Influencer marketing on Facebook


As per our Facebook India report 2022 the volume of content created by influencers in India in the past year, Facebook's largest market fell by 62.7 percent. Despite losing some of its appeal to Gen Z, the platform is still a favourite among people above 30 years. Numerous factors, including inclination towards YouTube and Instagram, user interface issues, and privacy concerns, might be attributed to the decline in Facebook's popularity.


But data suggests Facebook influencer marketing can be highly relevant if the brand's target audience is over 30 years. Since the platform has the highest concentration of influencers across all categories, marketers may still use Facebook to strengthen their influencer marketing campaigns.



Influencer demographics


The Facebook audience in India primarily comprises males accounting for 72.02 percent of the total audience base, and female users stand at 28.01 percent. Millennials (26-39) are the most active user base, winning over 55.16 percent of space. Further, GenX aged 40 to 46 plus occupy 14.58 percent of active users. Hence, the platform can be ideal for brands if their target audiences are Millennials and GenX, whose proportion is higher on Facebook than other social media giants. Besides, GenZ comprises 30.25 percent of the total users. 


Number of influencers by followers count


Among Southeast Asian nations, India has the most influencers across all categories. It shows how the platform can support brands in increasing conversion at various touchpoints and raising brand awareness. Micro-influencers (10k-50k followers) account for 31.5K individuals, comprising a large segment of Facebook. At least 15.8K people are nano-influencers. Facebook can still see the rise of nano influencers as they are briskly growing influencer categories on social media. The mid-tier and macro influencers comprise 5813 and 5246 individuals, respectively.


Influencer engagement rates


Different influencer categories on Facebook generated low engagement rates compared to other social media channels, indicating the need for more connection and affinity between followers and users on Facebook. Micro and midtier influencers generated almost equal engagement rates, at 1.34 percent and 1.33 percent, respectively. At the same time, nano and macro influencers showed similar engagement rates across the platform in 2022. Celebrity influencers with followers above 1M plus generated a minor engagement rate of 0.35 percent, indicating the audience's lesser connection with the content on the platform.


Influencer posts: 2021 Vs. 2022


The number of influencers' posts decreased drastically by 62.7 percent in 2022 compared to 2021. Overall, influencers created 64.2M posts in 2021, reducing to 23.9M in 2022. Considering the drop, Facebook replicated various features of other social media platforms, such as short-form videos and Facebook stories, to sustain itself from the waves of Instagram and YouTube in India.



Top influencers with the highest engagement rate


Raja Game Changerz (@gamechangersmuzic, 18K followers)


Raja Game Changerz is a Punjabi singer who has given memorable hits like Ammunition, Mafia Squad, Athru, Glock 2, and Silent Killer. His Haryanvi style of music captivated followers primarily from India, generating about 74.56 percent of the total engagement rate. Raja's hip-hop and regional songs have made him popular among all generational categories, mainly Millennials. His Facebook feed comprises career updates and lifestyle content, generating an estimated reach of 3.60K and estimated impressions at 5.40K.


Saurabh Daftardar Music (@saurabhdaftardarmusic, 10K followers)


Saurabh Daftardar is a singer, songwriter, and actor in India. With his music and vocals, he captivates all generational audiences, from Gen X to Gen Z. His followers are primarily from India and Pakistan, with male audiences dominating the user base. Daftardar got featured in one of India's most illustrious magazines, Femina. His Facebook feed is occupied mainly by his lifestyle and career updates generating about 64.16 percent of total engagement. Daftardar estimated reach and estimated impressions are 2.20k and 3.30k, respectively.


Cook with Nilima (@cook-with-nilima, 14.3K followers)


Nilima is a content creator and professional chef who writes for the regional and national daily. Her recipes are simple yet delicious, appealing to all generations, primarily millennials and GenX. Nilima's content mainly focuses on cooking and lifestyle, generating over 113.78 percent of the total engagement rate. According to the affable.ai data, her estimated reach and impressions are 2.87K and 4.30K.


Kishan Srivastava (@kishansrivastava20, 65K followers)


Kishan is an engineer, writer, and content creator whose feed is mainly related to motivational speeches and lifestyle. His followers are mostly from India, comprising GenZ and millennials as the primary audience. Kishan's inspiring and vitalizing content generated 63.23 percent of the total engagement rate. His encouraging speeches on different life scenarios bought an estimated reach of 13.00K and estimated impressions of 19.50 K.


This week’s Weekly Shorts is written by the content team of affable.ai.

Weekly Shorts: Is Facebook still relevant for influencer marketing?

The proliferation of platforms and formats like short-videos have changed the influencer marketing game for marketers, brands and creators. In this fast-evolving space, keep up with the big trends and hot topics that matter in Storyboard18’s Weekly Shorts in collaboration with <a href="https://www.affable.ai/">affable.ai</a>, an end to end AI-powered influencer marketing platform. Track how creators, communities and brands are engaging with users and disrupting marketing to get a sharp and fast insight into present and future trends.

In this 2-part series on KOL Seeding, Krishnan Iyer, co-founder at BeTagged gives us the low down on this seeding, Key Opinion Leaders (KOLs) and how it is being used by brands to quickly scale up their online presence in a quick and cost-effective manner. 

Seeding or product gifting, in very simple terms, is the process of sending free products to KOLs.

Technically, there is no obligation on behalf of the KOL to take any action in return for the products received. There is no written contract, there are no terms and conditions of usage, there are no commercial transactions, per se. However, many KOLs that we have worked with say they feel a “moral” obligation to reciprocate in some way – which is usually by way of content created by the KOL featuring the product, and posted on their social media handles along with product or brand mentions. 

Why do brands do KOL seeding?

Authentic brand-creator content comes to life when the creator genuinely likes a brand or product and uses it, irrespective of the commercial arrangement.

They are human too, like you and me, and have clear preferences on brands and products they consume as part of their everyday life. 

When this happens, brands are able to scale their reach and engagement among their target audiences through these KOLs. 


Who will it work for? And how?

Now, brands that already have a strong foothold in the market will naturally be at an advantage. They can easily reach out to KOLs and even regular users who are organically tagging the brand and send them free products to gain higher traction. 

However, if a brand is relatively new, it might have to work harder. This is where the value and volume aspect comes in. For smaller brands or brands that are relatively unknown, it is advisable to first identify micro and nano KOLs who are already posting content about the category, ensure they are not posting content about competitor brands and then approach them for a commercial arrangement.

We strongly recommend brands to be upfront about their expectations. Clearly outline what you want in return from the KOL, in exchange for products. And make it a respectable deal. Do not expect a KOL, no matter how small, to make a free post in exchange for a tube of sunscreen. It reflects the value you place on your own brand. 

Advantages of KOL Seeding

Find creators who truly love your brand. Followers can quickly tell the difference when a KOL promotes a brand that they do not really believe in. This is a process of hit and trial. A brand has to send out products to 100 creators before they can find 50 creators who will truly identify with your brand and product. Consider this your marketing expense. 

The time you need to spend developing a one-on-one relationship with each influencer is reduced significantly with this process. 

Build strong relationships with KOLs at scale. Who does not like receiving a gift? But do it smartly. When sending out free products to a KOL, do not just talk about what you expect in return. Start with some genuine appreciation for the KOLs content and efforts in building their social media assets. This will let the KOL know that you have taken time to review a long list of handpicks for your product gifting campaign. The chances of this turning into a long-term relationship are higher.

Pitfalls of KOL Seeding

There is no guarantee of content. Let us be clear about this. Even if a brand clearly states their expectation in exchange for free products, the KOL is at 'No Obligation' to post content for the brand. 

Even if there is content, there is no guarantee it will be good. Some KOLs might post some content since they feel morally obligated, but if their heart is really not into it, that will show up on their content. They may club your product along with other products thereby reducing your brand visibility. Worse yet, if the content is really poor, it might backfire badly on the brand. 

KOL seeding is sometimes viewed as an unethical practice. Larger KOLs talk about how these “no-strings-attached” deals may not be as innocent as they seem. They say, marketers are using the psychological principle of reciprocity to their advantage. 


Which types of KOLs respond best to product gifting? 

As a rule, KOLs with smaller follower counts tend to respond well. Micro / Nano KOLs are looking for ways and means to get a foothold in the intensely competitive Influencer Marketing industry and such kinds of deals will give them a better opportunity to get noticed and subsequently help them land commercial arrangements that pay them in cash. 

Creators with over 100,000 followers tend to be very busy and are unlikely to consider anything that doesn’t offer payment. However, it never hurts to try and reach out to a creator if you’re really interested in working with them and want them to try your products. The worst they can say is “no.” Do not be stuck in your approach. Explore a hybrid arrangement with them. 

KOL seeding strategies for brands 

While KOL seeding is an efficient and cost-effective way to reach out to influencers and build your brand, it needs to be done right. In our next article in this 2-part series we will explore some tried and tested strategies for your brand to leverage the power of KOL Seeding. 

This week’s Influencer Marketing Short is written by Krishnan Iyer, Co-Founder at BeTagged

Weekly Shorts: Decoding  seeding, the role of key opinion leaders in influencer marketing mix

The proliferation of platforms and formats like short-videos have changed the influencer marketing game for marketers, brands and creators. In this fast-evolving space, keep up with the big trends and hot topics that matter in Storyboard18’s Weekly Shorts in collaboration with <a href="https://www.affable.ai/">affable.ai</a>, an end to end AI-powered influencer marketing platform. Track how creators, communities and brands are engaging with users and disrupting marketing to get a sharp and fast insight into present and future trends.


Influencers in India posted over 22M+ videos in 2022 on YouTube, more than any other country in Southeast Asia, according to affable.ai data. Be it the widespread adoption of smartphones, internet accessibility in rural areas, or content creators churning out stories in their regional dialect, multiple factors contributed to YouTube's soaring popularity in India in 2022.


The social media channel now serves as a source of income for many content creators. On the other hand, brands prefer YouTube to reach untapped target audiences. Interestingly, the general inclination is towards mega and celebrity influencers as they could generate higher engagement rates in average views. 


Brands view this as an opportunity, given that the content virality of mega influencers is significantly higher than that of the other influencer categories. affable.ai has derived data about the influencer's engagement rates and demographics, which will help you navigate a hustle-free path to make an impact and grow your brand on YouTube.


Influencer demographics


Male users make up a significant percentage of the YouTube audience (75.59 percent of the total viewership), while female users make up 25.42 percent. Even if the numbers are small, the platform has great potential for connecting female consumers with several international and Indian brands. Data shows millennials (26-32) are the most active users, followed by 26.08 percent GenZ (19-25), proving the younger generation gives maximum views.


Number of YouTubers by Subscribers Count


Micro-influencers, ranging between 10k-50k subscribers, comprise a large segment of YouTube, followed by at least 23,309.nano-influencers (5k-10k subscribers). When using nano and micro-influencers, the likelihood of reaching the precisely targeted audience is always high. Mid-tier and macro-influencers are still growing influencer categories. The celebrity influencer count is at least 5592.


YouTubers Engagement Rates


The intriguing aspect of India's YouTube engagement data is that despite their small numbers, celebrities and mega influencers create maximum engagement. Celebrities have the highest engagement rate of 685287.3 percent than other influencer categories.


Micro and nano are still in their evolutionary phase to attract user attention. The mid-tier and macro influencer’s engagement rates are at 248623.30 percent and 165148.42 percent, respectively. On the other hand, nano-influencers achieved an engagement of 34477.21 percent and micro-influencers of 73849.92 percent.


YouTubers Posts: 2021 v/s 2022 


In 2021, influencers generated 20M posts, which increased by 2.21 percent to 22M in 2022, the greatest growth in the SEA area. It shows that with the rising popularity of short and long-form videos, companies and content producers view YouTube as a platform for sponsored partnerships and building multiple touchpoints with users.


Top 10 Influencers with the Highest Engagement Rate


Desi Music Factory (@DesiMusicFactoryYT, 33.4M subscribers)


Anshul Garg established the record company known as The Desi Music Factory. Over 33.5 million people had subscribed to the channel, with 32.56 percent female and 67.44 percent male. Gen Z and millennials make up most of Desi Music Factory's subscribers. According to data from affable.ai, there is an average of 71.02M views per video, with a total engagement rate of 3.37 percent. Each video receives an average of 62,41K likes and 34,01K comments. Estimated numbers for reach and impressions are 71.02 million and 10.05 million, respectively.

Busy Fun Ltd (@busyfunltd9692, 16.7M subscribers)

Busy Fun Ltd is an international funny channel that provides the best quality entertainment videos. With over 16.7M subscribers, the channel reached about 70.91% of the younger generation. The audience base is composed of 65.45% males and 34.55% females. The total engagement per video is 0.96%, with 40.33M average views. The channel’s average likes and comments per video are 149.71K and 1.75K. Whereas the estimated reach and impressions are 37.67M and 4.92M, respectively. 

DM - Desi Melodies (@DesiMelodies, 14.4M subscribers)


Desi Melodies is a universal music group founded by lyricist and singer Jaani and Arvindr Kharia, who is a director and filmmaker. Desi Melodies is mainly followed by the younger generation, giving 3.71 percent engagement per video and a 39.57M average view. The channel's average likes and comments per video stands at 488.46K and 24.98K. 


Make Joke Of (@MakeJokeOf, 11.9M subscribers) 


The Make Joke Of is known for its funny animated videos, which are exciting because of their native dialect from central India. The channel has grown and reached 11.9 M subscribers, with 85.53 percent being Gen Zers and millennials. The average number of likes and comments per video is 4.30 percent and 0.21 percent, respectively. The channel's estimated reach is 24.45K, and the estimated impressions are 21.35K per video.


Short Break (@ShortsBreak_Official, 18.1M subscribers) 


Short Break from Armonks Media is the creator of short videos in India. Male users dominate the audience base at 61.19 percent, while female users at 38.81 percent. The total engagement rate per video is 9.24 percent, with 30.10M average views and average likes and comments per video being 1.64M and 1.42K, respectively. The estimated reach is 30.10M, and the estimated impressions are 5.34M.


Ashish Chanchlani vines ( @ashishchanchlanivines, 29M subscribers) 


Ashish Chanchlani is a popular name among the Indian audience. He rose to fame with funny videos and has been the preferred choice for brands like Marvel. Ashish has interviewed international stars and attended various film festivals. Currently, he has over 29M subscribers. The total engagement per video is 6.26 percent, with 36.69M average views per video. Average likes per video are recorded at 52.06K, and the average comments per video at 52.06K.


Mani Meraj Vines ( @ManiMerajVines, 6.42M subscribers)


Mani Meraj produces content mainly based on fun and entertainment. His subscribers are 91.37 percent males and 8.63 percent females. He has 6.59 percent of the total engagement per video and 25.70M average views per video. Average likes and comments per video are estimated at 25.70M and 412.21K, respectively. His estimated reach is almost 25.59M, and his estimated impressions 1.92M.


Round2hell (@Round2hell, 28.8M subscribers) 


Round2hell content is based on fun and entertaining videos. Most subscribers are GenZ and millennials, including 91.57 percent males and 8.43 percent females. The total engagement rate per video is 1.01M, with about 24.56M average views. The average number of likes and comments per video is 938.48K and 46.11K, respectively, with an estimated reach of 24.65M and estimated impressions of 8.43M. 


Jkk Entertainment (@JkkEntertainment, 36.7M subscribers)


Jkk Entertainment content is based on entertainment and prank videos featuring content creator Chhotu ki Masti. Their audience base comprises 73.47 percent males and 26.53 percent females. The total engagement per video is recorded at 0.42 percent, with 23.96M average views per video. Jkk Entertainment video's estimated reach is 23.96M, and the estimated impressions are 10.98M. The average likes and comments per video are 117.47K and 1.94K, respectively. 


Jingle Toons (@JingleToons, 30.6M subscribers) 


Jingle Toons is widely recognized for its high-quality videos on animated video songs, stories, and educational content for kids. The channel's subscribers are primarily male, comprising 74.44 percent of the audience. The total engagement per video is 0.45 percent, with 23.72M average views. The channel's average likes and comments per video stands at 78.08K and 294. Their estimated reach and impressions are 23.72M and 9.18M, respectively. 


This week’s Influencer Marketing Short is written by Pooja ParasuRaman, director of marketing, <a href="https://www.affable.ai/">affable.ai</a>, based on data from the platform.


<a href="https://www.affable.ai/">affable.ai</a> is an end to end AI-powered influencer marketing platform. Used by over 5000 marketers and agencies manage, collaborate and analyze their influencer marketing strategy, at scale, with speed. affable.ai and Storyboard18 are collaborating to get you weekly insights into the disruptive world of influencer marketing.

Weekly Shorts: How YouTube and its influencers stay relevant and at the top of their game

The proliferation of platforms and formats like short-videos have changed the influencer marketing game for marketers, brands and creators. In this fast-evolving space, keep up with the big trends and hot topics that matter in Storyboard18’s Weekly Shorts in collaboration with <a href="https://www.affable.ai/">affable.ai</a>, an end to end AI-powered influencer marketing platform. Track how creators, communities and brands are engaging with users and disrupting marketing to get a sharp and fast insight into present and future trends.


Working in the influencer marketing space as a client success manager, I have a front-seat view of how the creator economy has evolved over the past years and how it has helped numerous brands and agencies connect with their target consumers.


Influencer marketing, now a must have: Influencer marketing has become very common amongst brands and agencies these days. They’ve realized if influencer marketing is not part of your growth strategy, you are missing out on a massive fraction of the pie since the world now lives on social media.


A number of D2C brands are capitalizing on the power of influencer marketing through an affiliate model - using trackable discount codes and affiliate links to track sales driven by influencers.


We work with a lot of D2C clients in the USA and APAC regions, who have begun to realize that finding the right influencer and running campaigns at scale can be easily managed using automated platforms. So I believe, adding a data-driven approach to the concept has truly emerged this year.


Use a data-driven approach to nail your target audience: Five years ago, it was easier to reach out to creators, given that influencer marketing was not as widespread as it is now. Back then, marketers selected influencers based on their follower count as they thought creators with more followers, say 100,000, meant they were reaching more people.


Today people are more educated and informed. Now when marketers choose creators, they go a step further and analyze suspicious followers because they don't want to invest money and receive incompetent output. They have realized that metrics beyond the follower count like engagement rates, audience demographics, content distribution, etc., play a major role in identifying the right creator. Marketers want to know as much detailed information about influencers as the demographic of people interacting with the influencer's post.


To get their hands on detailed insights, marketers rely on influencer management platforms. It is not only a good source of data but also backs up the effectiveness of an influencer campaign rather than telling how many followers a creator has.


Nurture relationships, drive efficient results: One of the biggest myths brands and agencies believe about influencer marketing is that it is like a magic potion for sales and delivers results effortlessly. But in reality, influencer marketing is an arduous journey. Building and nurturing relationships with influencers takes a lot of time and doesn't happen in one week. Brands need a lot of communication, effort, education, and consistency when it comes to running effective influencer campaigns.


If you've adopted influencer marketing and it's in the first stage, it may not seem like it's moving the needle much. But do not despair; it does take a lot of time and effort because I'm sure the leading brands weren't super successful when they first dove into influencer marketing.


Brands who want to see better results can approach influencer marketing through trial and error to understand what works for them. They can start by figuring out the unique selling proposition (USP) of the brand and communicate it to the influencers to convey the right brand message to customers. Having a clear campaign objective and finding the right influencers makes the whole outcome more efficient.


Top brands of India, their Instagram handles and the total number of posts made by them:

(Note: This data belongs to last week)


Charak Pharma (charakpharma) - 39

Amazon Fashion India (amazonfashionin) - 24

moha: Nature's Perfect Formula (themohalife) - 24

Amazon India (amazondotin) - 15

Vedistry (vedistryindia) - 15

AppaBook (appabookofficial) - 14

Maybelline New York (maybelline) - 12

Plum Goodness (plumgoodness) - 12

CAREPOP (carepop_crew) - 11

CHAMBOR (chamborgeneva) - 10


This week’s Influencer Marketing Short is written by Debra Tong, Client Success Manager, <a href="https://www.affable.ai/">affable.ai</a>, based on data from the platform.


affable.ai is an end to end AI-powered influencer marketing platform. Used by over 5000 marketers and agencies manage, collaborate and analyze their influencer marketing strategy, at scale, with speed. <a href="https://www.affable.ai/">affable.ai</a> and Storyboard18 are collaborating to get you weekly insights into the disruptive world of influencer marketing.

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