As the Indian Premier League (IPL) continues to captivate millions, its impact on social media engagements is evident. The IPL is not just a cricket tournament, it’s a social phenomenon that brings fans together, creating a buzz that goes beyond the cricket field. With the rise of digital platforms, the IPL has become a hotspot for influencers to connect with their audience, sharing moments of thrill, passion, and celebration. This trend is only growing, as highlighted in a recent industry report by Qoruz, which forecasts a 50% increase in influencer collaborations during the IPL 2024 season.
The report examines the substantial growth seen last year, with influencer mentions during the IPL 2023 season showing a 45% increase compared to 2022. This surge was led mainly by sports influencers, who made up 54% of the influencer collaboration share, followed by those in entertainment, beauty, fashion, and lifestyle. Such dynamic interactions underscore the opportunity for brands to partner with the right influencers, leveraging trending content to enhance brand visibility and connection with audiences.
Medianews4u.com caught up with Mothi Venkatesh, Head of Growth at Qoruz and Aditya Gurwara, co-founder and head of brand alliances at Qoruz
Qoruz says that it focusses on influencer marketing innovation with its streamlined, SaaS-based creator management platform in India. Tailored for brands and agencies, Qoruz looks to simplify the entire collaboration process from discovery to insights, management, and campaign reporting. In the influencer discovery domain, Qoruz identifies the right influencers across social media channels and the goal is to ensure a seamless fit for brand campaigns.
The platform provides insights into influencer performance and audience engagement, aiding in selecting the best-fit influencers. Leveraging its SaaS nature, Qoruz said that it fosters collaboration and partnerships through creator relationship building. Reporting tools enable brands to analyse the success of their influencer campaigns, gaining a clear understanding of the return on investment.
Q. What is the reason for the rise of influencer marketing in the IPL?
Mothi Venkatesh: The IPL’s unique blend of sports and entertainment captures a vast audience both in India and globally, providing an ideal platform for influencer marketing. This surge is driven by the high engagement rates and the emotional connection fans have with the game, making it a golden opportunity for brands to maximize visibility and impact.
Q. IPL franchises have formed partnerships with influencers. How is this helping them forge a more meaningful connection with audiences?
Mothi Venkatesh: IPL franchises leveraging influencers helps humanise their presence and deepen fan engagement. Influencers act as a bridge, providing personal stories and behind-the-scenes glimpses that make the team’s narrative more relatable and engaging for fans.”
Q. Could you talk about how the IPL being free on digital presents brands with a big opportunity
Mothi Venkatesh: With the IPL available for free on digital platforms, the reach is exponentially wider, allowing brands to engage with a more diverse audience. This accessibility increases viewership and interaction, which brands can leverage through targeted, relevant influencer collaborations.
Q. At the same time there is a lot of clutter. How does influencer marketing help brands cut through the clutter? Any examples?
Mothi Venkatesh: In the crowded IPL marketing space, influencers help brands stand out by creating unique, creative content that resonates on a personal level with the audience. For example, an influencer-led campaign can use storytelling or interactive challenges that capture attention more effectively than traditional ads.
Q. Could you give me examples of effective influencer marketing by brands during the IPL?
Aditya Gurwara: A successful campaign managed through our platform involved leveraging a combination of macro and micro-influencers to amplify a brand’s presence around their IPL sponsorship. The influencers engaged their audience through a series of content pieces including pre-match excitement posts and live-post reactions which were carefully timed to coincide with key matches. This strategy significantly increased the brand’s social media engagement and interaction rates during the IPL season.
In another instance, through our platform we assisted a brand in creating an immersive experience by aligning their product launch with the IPL festivities. Influencers were invited to themed events that echoed the vibrancy of IPL teams and encouraged to share their experiences. This approach not only showcased the product in a dynamic setting but also seamlessly integrated the brand into the IPL excitement, resonating well with the audience.
Q. Does it make sense for brand to continue to use influencer marketing during the Twenty20 World Cup? Or is it not necessary?
Aditya Gurwara: Extending influencer marketing efforts to the Twenty20 World Cup 2024 is advisable for brands looking to maintain engagement with cricket enthusiasts. By keeping up the influencer activities, brands can effectively sustain the audience’s interest and strengthen brand recall throughout the cricket season. This continuity is particularly beneficial if the brand’s campaign during the IPL garnered positive engagement, as it helps to build a stronger and more enduring connection with the audience.
It’s crucial, however, that the decision to continue influencer marketing into the World Cup is aligned with the brand’s broader marketing objectives and the relevance to their target demographic. If the brand’s audience shows high interest in cricket beyond the IPL, continuing the influencer strategy can be a strategic move to leverage the ongoing cricket festivities for maximizing engagement and ROI.
At Qoruz, we believe in the power of sustained engagement and have seen brands reap significant benefits from strategically extending their influencer campaigns beyond a single event. We are confident that similar strategies can amplify the impact of digital marketing efforts during high-profile events like the World Cup.
Q. Can influencer marketing help other sports like table tennis, soccer connect with a passionate fan base? Their fan base is much smaller than the IPL but it is there.
Mothi Venkatesh: Absolutely, influencer marketing can significantly benefit niche sports like table tennis or soccer. By partnering with influencers who are genuinely passionate about these sports, brands can tap into dedicated fan bases, creating targeted, authentic engagements that resonate deeply with enthusiasts.”
Q.What goals does Qoruz have for the year in terms of revenue, profitability, client and influencer roster growth?
Mothi Venkatesh: This year, Qoruz aims to double its revenue and significantly expand its client and influencer network. We are focussing on enhancing profitability through strategic partnerships and by diversifying our service offerings to include more bespoke influencer marketing solutions.
Q. Could you shed light on how the focus on customisation sets Qoruz apart from the competition?
Mothi Venkatesh: At Qoruz, customisation sets us apart. We tailor our strategies to meet specific brand goals, using data-driven insights to ensure that every influencer partnership delivers measurable outcomes. This bespoke approach ensures that our campaigns are not only creative but also aligned with our clients’ exact needs.
Q. Which are some of the brands and categories that are very savvy about how they use influencer marketing?
Mothi Venkatesh: Consumer tech, fashion, and lifestyle brands have been particularly savvy in utilising influencer marketing to great effect. These sectors leverage influencers for their ability to showcase products in a natural context, thereby enhancing authenticity and appeal.
Q. Qoruz feels that video AI technology has the potential to disrupt this landscape. Could you elaborate?
Mothi Venkatesh: Video AI technology can revolutionise how content is created and consumed in influencer marketing. It offers possibilities for automated video editing, content personalisation at scale, and enhanced analytics on viewer engagement, which could significantly disrupt the current landscape.
Q. What does Qoruz look for before partnering with an influencer?
Mothi Venkatesh: Before partnering with an influencer, Qoruz evaluates their audience demographics, engagement rate, content quality, and alignment with the brand’s values. It’s crucial that there’s a natural fit to maintain authenticity and effectiveness in campaigns.
Q. Could you talk about new products and platforms being launched like HashFame?
Mothi Venkatesh: HashFame, our latest platform, is designed to streamline the influencer collaboration process, making it easier for brands to find and work with influencers. It combines advanced matching algorithms with a user-friendly interface to enhance both efficiency and effectiveness in campaigns.
Q. Is technology coming in to measure the effectiveness of influencer marketing like what Barc does for TV?
Mothi Venkatesh: Similar to what BARC does for TV, we are developing technologies to quantify the effectiveness of influencer marketing campaigns more precisely. This includes tracking engagement metrics, conversion rates, and even the sentiment of the interactions to provide a clear ROI.
