MAM

Influencer marketing firms will always be in beta: BuzzOne founder

Sanjay Vasudeva of BuzzOne shares the ticks and tricks of successful influencer marketing

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/02/27/sanjay_0.jpg?itok=8uodZtMg

MUMBAI: Influencer marketing is one of the fastest growing phenomena in the marketing mix of brands today. As per ‘The Influence Report’ released by Zefmo Media Private Limited in 2018, 89 per cent of marketers believe that influencer marketing is effective in driving brand message across, and 62 per cent were planning their budgetary allocation towards engaging social influencers.

Peer-to-peer interaction, an influx of trust from people with whom the customers can relate to on a personal level and comparatively lower cost to get engagement on digital platforms are some of the few factors that have been propelling the growth of this medium. To get some more insight into how this whole gamut of social influencing works, what the ticks and tricks of the trade are, and how can the brands make maximum out of this trend, Indiantelevision.com got into a candid conversation with BuzzOne Infuencer Marketing’s founder and CEO Sanjay Vasudeva on a rainy afternoon in Delhi.

Vasudev started BuzzOne Influencer Marketing a few years back as a one-stop marketplace for brands and influencers to create conversations on social media using the great reach the latter had on various platforms. Over the years, the agency has created successful campaigns for a number of brands including Volkswagen, Nissan, Veet, Kissan, Britannia, ICICI and Future Generali, among others.

Since then, it has come a long way. What has made influencer marketing popular today? Vasudev says, “Influencer marketing is social word of mouth. If you compare all the media of communications—be it print, TV, or digital—word-of-mouth has always been considered the biggest and most powerful of them all. I will give you a simple example; when you want to buy a car, you take opinions from your peers or family members who already have bought it and are using it. That’s how most of us make our choices.”

He added that brands want more conversation on social media and influencers accelerate it by conveying the brand message in a style relatable to their followers.

Sanjay contributes this exemplary growth to the dynamism of the industry as well. He mentions, “When we started four years back, influencer marketing was still in its infancy. It was based mostly around Twitter. But now, the spectrum has become so much larger; you have Instagram, Facebook, YouTube, and of course newer platforms like Snapchat and TikTok.”

He adds, “Looking at this what I can say is that in the app business, we will always be in beta because platforms would keep changing and also new platforms would emerge. The platforms which were there earlier would become not so popular, for example, we have seen Twitter going down.”

On being asked how does the influencer marketing firm like his keep pace with this dynamic shift, Vasudev says, “We have a propriety tool by which we keep a constant vigil on what kind of influencers are doing what and on what platforms. We then bucket them into various categories and genera. Further, the brands also have a point of view on certain influencers and platforms. We do our best to provide them with the best match.”

Vasudeva also shares the perfect recipe to sort out the best face and medium to associate with any campaign. He notes, “Essentially, the first filter that should happen is to look at in what space the brand is operating and in what space it wants the communication to happen. For example, if an automobile brand wants to talk about the core features of the car, then it will be an automobile blogger’s dialogue. But if the same automobile brand wants to promote itself from the lifestyle perspective, then we will either pick people who talk about lifestyle or sometimes, maybe, fashion bloggers.”

“Also, the biggest trend nowadays is that the content is moving from static images to videos. Thus, bloggers are becoming lesser and lesser relevant as people do not have time to read long write-ups. With content getting shorter, the impact of platforms like Instagram is gaining momentum. Another amazing platform is TikTok. The only problem with TikTok is that it doesn’t have any reporting API’s to keep a tab on the performance of the videos but it is still one of the most used platforms by influencers. It gives greater views at a much less cost than any other platform,” he shares.

On a final note, he said that brands should not try to push their own ideas of the kind of content that influencers should create. “An influencer is very loyal to its audience and knows what kind of content works with them. Thus, brands should be very careful about their demands and should allow them to create content in their own style.”

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/Annum-Waris.jpg?itok=GgEO8snM
Made in lockdown: The story of Airtel's ad film

NEW DELHI: Covid2019’s impact on ad houses and production companies has been massive. It’s been quite challenging with all shoots halted for more than two months now. However, many production houses showed great resilience against the odds, drafted newer ways of working and came out with some...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/25/ramesh.jpg?itok=3XhJJkGi
Siyaram’s sets a new GUINNESS WORLD RECORDSR achievement for ‘Most Viewers For A Retail Management YouTube Live Stream’ during its ‘Textile Mahakumbh’

Siyaram’s, one of the leading textile brands in men’s fashion for over four decades, hosted its first-ever unique online initiative ‘Textile Mahakumbh’ that brought together textile retailers from across India to address the challenges faced by the industry during the Covid-19 crisis. The ‘Textile...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/25/frsh.jpg?itok=uAtf4Yc7
Salman Khan launches personal care brand Frsh

MUMBAI: Bollywood actor and entrepreneur has announced the launch of his personal care and grooming brand Frsh, with the launch of an eponymous sanitiser. Frsh is co-created by Scentials Beauty Care and Wellness Pvt, a beauty brand co-founded by former tennis professional Mahesh Bhupathi. ...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/25/zirca.jpg?itok=_eBprZkF
Zirca Digital to represent Fandom in India

Mumbai: 360-degree digital solutions provider Zirca Digital Solutions has been appointed as the exclusive advertising sales representative in India of global entertainment platform Fandom. As part of the partnership, Zirca will work towards maximising Fandom’s advertising revenue potential, build...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/25/sunil.jpg?itok=SXma8Gje
NxGn Sports Interactive appoints Sunil Chhetri as brand ambassador for Twelfth Man

MUMBAI: Sunil Chhetri has been announced as the official brand ambassador of Twelfth Man – a fantasy football platform by NcGn Sports that allows users to compete in a large variety of contests against other users for free or by paying entry fees to join a prize pool. Contest types include DFS,...

MAM Media and Advertising People
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/25/meera.jpg?itok=-nC5U4dv
Meera reminiscences the good old times with popular ‘Velikizhamai’ advertisement from the 90’s

In these unprecedented times of COVID -19, as we are all locked up in our homes for a major part of the time, it is becoming increasing difficult to cope with the stress arising out of this uncertainty. Meera, one of the flagship brands of CavinKare strongly believes that tradition encompasses...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/25/ss.jpg?itok=Jv_xp07R
Shoppers Stop celebrates EID across its online channels during Lockdown 4.0

National: While COVID-19 has created an unprecedented challenge for brands to connect with their target audience, Shoppers Stop has been consistently engaging consumers with meaningful and entertaining initiatives. The leading retail brand has taken a unique and well-thought-out approach to stay...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/25/Arvog.jpg?itok=Mc1dEZiF
“Daudega India” by Arvog perfectly sets the mood for an India waiting to rise above the pandemic

The world is in the throes of great change and understandably, it has been a challenging few months. With great uncertainties over almost everything, people are looking for hope, faith and comfort. Arvog’s scintillating song “Daudega India” is like a shot in the arm for a society that’s waiting for...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/25/aa.jpg?itok=wMB8jWTO
Being self-reliant means much more than just going vocal for local

A country must be self-reliant irrespective of a pandemic, TERI School of Advanced Studies vice-chancellor (Actg) Manipadma Datta told Indiantelevision.com while sharing with us his thoughts on the “Vocal for Local” initiative of the Indian government.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required