Influencer.in did a top-up survey post the ban of Tik Tok in India. Tik tok influencers in India were asked which platform they will move to in absence of Tik Tok and 55% of influencers responded that they will now be active on Instagram followed by 20% on Youtube. Roposo seems to be favourite amongst the upcoming apps and 18% influencers have created a profile there already followed by 5% on Sharechat and 1% on Chingari.
The social media influencer marketing survey found that most of the digital creators hail from top metro cities – the largest percentage coming from Delhi and Mumbai, with 24.9% and 21.2% respectively, while Bangalore and Kolkata contribute to 7.9% and 6.3% respectively. These influencer marketing statistics reflect a huge potential in these cities for brands who are looking to leverage influencer marketing.
In terms of age, the social media influencer marketing report uncovered that most respondents fall in the 18-30 age bracket, with 50% of respondents being between 18-24 years old. It would be safe to say then that the youth of today is not just influencing but inspiring and even changing minds.
We also see a healthy distribution in gender with almost 50% of the influencers who took the survey being females.
Almost 60% of the influencers in our country who have taken the survey get a chance to work with less than 3 brands in a month. This shows that most of them are still in the initial stage of their influencer journey.
The influencer market is currently dominated by lifestyle and fashion influencers, followed by beauty and fitness influencers. Categories like cooking, mental health, and gaming have also seen significant growth in the influencer market during the pandemic and the ensuing lockdown.
However, the lockdown has also caused a few challenges to influencers. The study says that there has been a decline in influencer marketing during COVID-19 as the number of collaborations has reduced in the last few months, especially for travel and fashion influencers. Delayed payments and undervaluation of work continue to be a pressing concern during this period.
The social media influencer marketing study further reports that consumer goods brands leverage influencer marketing the most extensively, with the category contributing to a whopping 70% of all industry categories.
In terms of sectors, e-commerce dominates with 50%, followed by mobile apps with around 42% and retail at about 38%. Healthcare, edu-tech, BFSI, and B2B companies follow closely as well.
The banning of Chinese app TikTok in India left a huge void in the digital advertising space for both brands and influencers. The micro-video sharing platform had 178 million monthly active users in India with an average time of 36 minutes per day spent on the app.
Influencer.in’s top-up survey done post the ban of TikTok reveals that more and more content creators are now working to create or ramp up their presence on Instagram. Tiktokers were asked which platform they will move to in absence of TikTok. Influencer marketing statistics show that 55% of respondents will now be active on Instagram followed by 20% on YouTube.
“But this shift will increase the cost of building brands on social media as well as make creating content expensive,” points out Vikas Chawla, Co-Founder, Social Beat. He explains the cost of doing influencer campaigns on Instagram is higher than TikTok so brands will have to shell out more to promote their content. Also, content on Instagram pays more attention to the quality of audio and lights whereas TikTok was more about capturing the moment live.
Homegrown apps like Roposo and Trell have also joined the race and are offering content creators free organic reach and the promise of promotion of their content. These platforms claim to have grown manifolds in the last few months. Roposo claims to have grown in India from 4 million before the TikTok ban to 64 million users now. Trell too claims to have crossed 45-million downloads with 22 million monthly active users and six million daily active users. From these upcoming platforms, 18% influencers who did the social media influencer marketing survey said they have created a profile on Roposo, followed by 5% on Sharechat.
Picsart, Canva, Inshot, Filmora, Lightroom, Snapspeed are some of the most preferred tools used by influencers to create content
When asked if they want to make a full-time career out in influencer marketing, 68.8% of influencers surveyed responded with a yes.
So, if you are a creator who wants to thrive in the post-pandemic world, you might want to broaden the type of content you generate. The two niches that are rising and will continue to do so in the influencer market are wellness and home life, cooking, nutrition, physical health and fitness, mental health, cleaning, DIY, etc. Always remember to not create content just for the sake of it. Every post or story of yours must inspire, entertain, or educate, adding something meaningful to the conversation.
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