• Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • FOCUS 2021
  • Television
  • Advertising
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
Monday, March 1, 2021
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • FOCUS 2021
  • Television
  • Advertising
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
No Result
View All Result
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • FOCUS 2021
  • Television
  • Advertising
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
No Result
View All Result
MediaNews4U.com
No Result
View All Result
Home Featured

Influencer marketing to revive post-COVID-19 lockdown, say 72 percent of Indian influencers: India Influence Report 2020

by Editorial
April 17, 2020
in Featured, Marketing
3 min read
Influencer marketing to revive post-COVID-19 lockdown, say 72 percent of Indian influencers: India Influence Report 2020
Share Share ShareShare
  • India Influence Report 2020 also revealed that average monthly influencer earning crossed INR 5,000 in 2019
  • Over 95 percent influencers foresee a dip in earnings in 2020 due to COVID-19 impact; 72 percent are confident that the industry will find its feet gradually post the lockdown

New Delhi: The influencer marketing industry is confident of rebounding once the COVID-19 lockdown is lifted in a phased manner. According to the third edition of the India Influence Report conducted by Zefmo Media Private Limited, 72 percent of the respondents expressed their confidence in the revival of influencer marketing by leading brands of the country. In addition, the survey also revealed that average monthly influencer earning in 2019 crossed INR 5,000 (India Rupees five thousand) in India to become a viable profession for millions of people in the country. However, the outlook for 2020 remains cautious as over 95 percent influencers foresee a dip in earnings due to the COVID-19 impact on the overall industry. The survey insights are especially relevant in the current context as the industry will be grappling with viable options to regain the market once the lockdown is lifted. It also substantiates influencer marketing as a potential vocational avenue for millions of digitally connected and socially active Indians to make an earning while creating meaningful content.

As part of this annual survey, more than 1500 influencers participated in a nationwide survey to gauge the pulse of the influencer landscape in a world that is under the shadow of lockdown due to the Coronavirus pandemic. However, 83 percent of the influencers have indicated that working from the confines of their homes will not be a constraint in creating new content and will not hinder their ability to improvise since they are not able to venture outdoors. At the same time, 92 percent of the respondents are either already innovating or plan to innovate their content creation strategy in wake of travel and public gathering restrictions across the globe. An overwhelming section of the influencers, about 77 percent have created organic COVID-19 related content in support of the nationwide fight and close to 80 percent of them plan to continue creating content to spread more awareness around the pandemic.

Shudeep Majumdar
Shudeep Majumdar

“In the third edition of the India Influence Report, we focussed on the influencer community, whereas the first two editions leaned towards the brands. The survey findings clearly tell us that well-thought-out, and co-created content by influencers can boost the quality of content for brands during uncertain times. With the lockdown in force and lack of other marketing channels,  influencers are confident that the brands will lean on them to deliver contextual content to keep audiences engaged amid the COVID-19 crisis”, said Shudeep Majumdar, co-founder, and chief executive officer of Zefmo Media Private Limited. “While the influencer earnings in 2020 will be impacted, more number of millennials will find their calling in influencer marketing than anywhere else in the world. This is truly democratization of independent content creation which can be commercially remunerative as well.”

The influencers also indicated a number of challenges when it came to content creation. A majority of them, about 55 percent, find it tough to shoot and edit photos or videos in the absence of readily available professionals to do the same. Perhaps because of this, almost half of the respondents, about 49 percent are also reskilling themselves in audio and video editing among other skill-sets, thereby reducing their dependency on outsourced professionals. Erratic cellular data network and broadband speed is a major issue faced by 64 percent of the influencers; two out of three respondents citing internet connectivity as a major issue belongs to non-metro areas of the country. Above all, due to the lockdown, product reviews have completely stalled, but 47 percent of the influencers have indicated doing reviews of older products or doing more detailed feature reviews to sustain the connection with their followers. As brands will adjust their marketing spends to limit the outflow of cash, 73 percent of the influencers feel that brands will engage them on longer-term contracts rather than one-off paid posts, thus driving economies of scale in addition to the audience connect. In terms of technological adaptations, 58 percent of the influencers have either embarked or are currently evaluating live sessions and webinars on a periodic basis to engage with their audiences in real-time.

The survey was able to gauge a shift in trend towards the emergence of newer genres of content creation by influencers – 64 percent of the influencers are open to trying out a new genre to keep themselves relevant in the ‘social universe’. The top-ten content genres that are likely to emerge in the current scenario include, (1) health & wellbeing, (2) food & nutrition, (3) comedy & satire, (4) do-it-yourself (DIY), (6) music & dance, (7) training & education, (8) fashion & makeup, (9) career & personal finance, and (10) motivation & mental health. These emerging genres are an indication of the adaptability quotient of the influencers as part of their efforts to sustain their content-flow while recalibrating their social persona.

Tags: COVID-19 impactCovid-19 lockdownIndia Influence Report 2020Influencer MarketingShudeep MajumdarZefmo Media Private Limited

Related Posts

WION in association with Odisha Tourism Presents ‘Discovering Odisha- India's Best Kept Secret’
Featured

WION in association with Odisha Tourism Presents ‘Discovering Odisha- India’s Best Kept Secret’

by Editorial
February 27, 2021
0

Mumbai: The richness in culture, heritage, and diversity that India has to offer is unmatched in the world and the...

Read more
Levi’s launches new brand campaign featuring Deepika Padukone
Brand Stories

Levi’s launches new brand campaign featuring Deepika Padukone

by Editorial
February 27, 2021
0

Mumbai: Levi’s® launches its new brand campaign centered around the message – ‘When you take a step, we all move’....

Read more
E-commerce, Regional & Mar-tech will fuel growth for us: Harikrishnan Pillai, TheSmallBigIdea

E-commerce, Regional & Mar-tech will fuel growth for us: Harikrishnan Pillai, TheSmallBigIdea

February 26, 2021
Subhashish Gupta, Managing Director - Sales, Brightcove

Brightcove is highly committed to providing a strong global partner network and channel ecosystem to support the demanding video needs for our customers

February 25, 2021
Ajit Varghese, Chief Commercial Officer, ShareChat

We expect to achieve further growth momentum from the increasing internet population: Ajit Varghese

February 25, 2021
Ruchika Varma, Chief Marketing Officer, Future Generali India Insurance

We are a brand that leads with empathy and genuinely addresses customer needs: Ruchika Varma

February 25, 2021
We at Vinod, are excited to bring back the traditions with a touch of modernity. Sunil Agarwal, Vinod Cookware

We at Vinod, are excited to bring back the traditions with a touch of modernity: Sunil Agarwal, Vinod Cookware

February 25, 2021
TAM AdEx: Ad Volumes of Retail sector on Television plunged by 35% in Y 2020 over Y 2018

TAM AdEx: Life Insurance Ad Volumes in Print witnesses 34% growth

February 25, 2021

Subscribe to Newsletters

Trending

Asianet to telecast a new serial “Santhwanam“ from 21st September
Featured

Asianet to telecast a new serial “Santhwanam“ from 21st September

by Editorial
September 19, 2020
0

Kochi: Asianet is all set to telecast ‘Swanthanam’ on 21st  September from Monday to Saturday at 7 pm onwards. "Swanthanam",...

Lowe Lintas Delhi bags the creative mandate for OLX Autos

Lowe Lintas Delhi bags the creative mandate for OLX Autos

January 29, 2021
Colors Kannada's Bigg Boss Kannada Season 8 to premiere on 28th February

Colors Kannada’s Bigg Boss Season 8 to premiere on 28th February

February 26, 2021
Zee Keralam all set to air Onam special programs and blockbuster movies this weekend

Zee Keralam announces digital auditions for SaReGaMaPa Keralam Li’l Champs

February 26, 2021
IKEA’s latest campaign highlights its understanding of home during changing times

IKEA’s latest campaign highlights its understanding of home during changing times

February 23, 2021

Contact Us :

UPLIFT MEDIANEWS4U DIGITAL PVT LTD

No. 82, Aram Nagar 2, JP Road

Versova, Andheri West

Mumbai – 400061

Umanath.V
+91-99400-17868
umanath@medianews4u.com

© 2019 medianews4u.com

No Result
View All Result
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • FOCUS 2021
  • Television
  • Advertising
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column

© 2021 JNews - Premium WordPress news & magazine theme by Jegtheme.