Courtesy: Ranveer Singh for Colgate Max Fresh

What is Influencer Marketing?

The newest trend in advertising

By SEANN FERNANDES - Posted on 19 July 2020

At Balancing Act Films, we help brands to engage with their audiences with the right influencer base for their digital campaigns. With everyone being trapped in the house due to these pandemic times, the screen time of people has increased significantly. Brands have started utilizing influencers to spread the word faster through their large fan following on social media platforms. We at Balancing Act Films

help you to choose the right influencers which will have the highest impact on your campaign. But you may ask, what is influencer marketing and why should I use it? After years of working with influencers on various successful campaigns, let me share some of my insights on this trend: 

What is influencer marketing? 

Influencer marketing is the use of people with a large fan following on social media who have created a name for them in a particular niche market. This could range from health and fitness, beauty and lifestyle, travel, food, and even more. Celebrities are not the only ones considered as influencers. MNC’s such as Reebok, Nivea, and Colgate have approached Balancing Act Films to advise them with choosing the right influencer for their campaigns. Influencer marketing is an online word-of-mouth medium that helps brands to persuade people to buy their products. Studies showcase that 80% of women consult influencer posts before making a purchase. Consumers tend to believe the opinions and advice from influencers since it comes from an authentic source rather than a scripted advertisement from the brand. 

Courtesy: Deepika Padukone for Asian Paints

Who is an influencer? 

Influencers are divided into 3 main categories namely macro, micro, and nano influencers. Choosing an influencer is largely dependent on the target audience, their relevance with the brand, and if the consumers will resonate with their opinions. Macro influencers consist of celebrities and influencers with a following of over 2 million followers, micro-influencers consist of people with a following between 100K-1 million followers and nano influencers who have a following on 1,000 - 10,000. Some of the various influencers that I have worked with include Siddharth Malhotra for Belvedere Studio B which was launched as a collaborative platform for music, art, and fashion, with world-famous rapper Divine for Puma Suede Gully which was a nationwide anthem to celebrate the culture of rap music, graffiti art and hip hop dance and Ranveer Singh as brand ambassador for Nivea which was an attempt to target the younger generation and attract them to the brand. 

Courtesy: Belvedere India

Courtesy: Belvedere India

Why should you use influencer marketing? 

In current times, consumers connect more with people and their opinions rather than advertisements that have been scripted by a brand. They connect with people whom they perceive at their same level rather than TV actors and celebrities paid to sponsor the brand. Additionally, influencer marketing is a much easier process to spread the word about products and services through influencers due to their large following. On the other hand, people trust the opinions of influencers since trust, loyalty, and authenticity is one of their biggest assets they promise to their influencers. Furthermore, due to its popularity, influencer marketing has a direct impact on sales. For instance, Puma sales increased by 44% after the launch of the Puma Suede Gully campaign. 

Courtesy: Puma India

How we can help you with influencer marketing? 

Balancing Act Films was launched in 2016 as a media production agency with two main pillars of content creation and influencer marketing. Over time, we have built strong relationships with celebrities and influencers from various fields. Due to our expertise, we will be able to guide you with a list of influencers that will be the right fit for the brand with the right reach for your target audience. Some of our groundbreaking campaigns include Puma Suede Gully which had 58 artists from across India and secured 12 million+ views on Youtube and we were nominated for two Cannes Lion awards alongside Jay Z and Apple, Nivea India’s launch on TikTok which garnered over 30 billion views over two weekends and #ColgateTotalUpgradeCampaign where we collaborated with PVR cinemas across 4 major cities by offering them a seat upgrade. This gathered the attention of 60+ macro and micro-influencers and over 2 million views on social media. Along with our expertise, we will ensure that you get the best rates in the industry for all the influencers and manage all the backend work for the brand.

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