Footprynt launched in 2016, is one of India’s leading influencer marketing agencies which is dedicated to helping brands build meaningful and impactful campaigns by connecting them with the right set of social media influencers. The inspiration to set up Footprynt was driven by one simple discovery – that the cost of one sponsored post from a celebrity could drive a campaign with over 100 micro-influencers, bloggers, and YouTubers. Together, their reach and engagement rates far outstripped anything even the biggest celebrity could achieve. Footprynt helps marketers engage and collaborate with the country’s KOLs, content curators, and change-makers through its vast influencer network.
Pratik Gour, Co-Founder, and Head of Business Development and Campaign Management, Footprynt in an exclusive chat with MediaNews4U speaks on the launch of the platform and way forward…
Footprynt was launched in 2016 when Social media and Influencers were not that big, what was the inspiration behind this venture?
Influencer marketing was just about to take off. The founders realized that there is a lot of opportunity in this sector, as JIO subsidized internet rates and people started consuming a lot of content. YouTube and Instagram were growing; video content was created by a lot of new creators. It was important that brands channel their efforts by involving influencers, it was slightly ahead of its time but yes we did open doors to influencer marketing
How does Footprynt, help marketers to engage and collaborate with their TG?
We help brands work with the right influencers to help the brands achieve their goals. A lot of influencers amplify the brands and their products. It’s important to keep influencer marketing properly toned. Also, influencers are chosen on the basis of their social media metrics and whether they suit the brand image.
When it comes to influencers, how do you collaborate with a brand to reach out to their audience?
Influencers have huge audiences and also great engagement. In our case, we have developed an AI algorithm that helps us get the right influencers very quickly. The brands expected metrics and those of the influencers are matched. We have a database of over 50000 influencers covering over 30 broad categories.
The platform now enables brands to search, automate and also access ROI of the brand performance, can you elaborate on this?
Brands can search for influencers, they can also see the performance of influencers from past campaigns and also see the real-time updates of any campaign which is going on.
Brands can also see if codes provided to influencers are used by influencers’ followers to purchase products. The ROI is a mix of sales performance and social media performance. Influencer marketing is acting as a lead-generating tool but is yet to become a sales platform that is unlikely to happen. Influencer marketing will always be a Branding (70%) and Sales (30%) activity.
How does the platform enable influencers to create their accounts and also how does the platform enable them to monetize their content?
Influencers can log in and make their own profiles; additionally, if they have their profiles made by us already they can verify it. We connect with them for campaigns once their profiles are shortlisted.
How does Footprynt market itself?
We are into digital marketing and promote ourselves through google ads; however, we let our work speak for ourselves. In the last 4 years, we have had 50% of clients from word of mouth. We also have active Instagram and Twitter accounts which provide a lot of good information about content and influencers. They act as lead generation platforms.
Where do you see yourself in 3 years?
Influencer marketing will be a $100 million business line by 2022. We see ourselves as India’s top 3 influencer marketing agencies by 2025. We are also adding a lot of tech solutions and will further grow the influencer ecosystem.
