9. IT255202 Manajemen Pemasaran

Namaste here from India to all of you.

And we have already met in the first

session and as I had mentioned that in

this session today we are going to talk

about influencer marketing, which is a

very important digital strategy in

today's era. So let me just

kindly allow me to share my screen first

and then we'll start with a discussion.

Yeah, I hope you can see the screen now.

>> Yeah, crystal clear.

>> Yeah.

Okay, so

what we're going to discuss today is

this strategy

just 1 minute, please. Yeah.

So we're going to talk

today about the influencer marketing

strategy and how to find the right fit.

And what we're going to cover in today's

session a brief description of that

probably I gave you in the last

you know a session also, but we are

going to talk about the different types

of influencers, how to find the right

fit for our brand and for the company,

how is the entire landscape of

influencer marketing changing in today's

date. Also, you know, sometimes there

are you know, certain concerns about you

know, a huge cost sometimes which are

associated with celebrity influencers.

So we are going to discuss that part as

well. And as promised that in the last

part what we're going to do is we're

also going to design some virtual

influencers using some generative AI

platform. So I would request all of you

again for this session again to keep

your mobile phone handy because we'll be

scanning a few things. We'll be doing a

few calculations, so just keep a pen and

a paper with you.

Also, if you can have your laptop handy

with you because you're going to design

something on you know related to this

particular topic. If you are not having

your laptop, even your phones can work.

So, we'll come to that part and

let me quickly take you through the this

entire

concept of influencer marketing. So, we

will start first of all with

understanding who is an influencer and

what is the strategy of influencer

marketing. Though all of you already

know that it is one of the most popular

digital marketing strategies that we

have in today's date because

influencers, you know,

they have a different way of working

with their audiences. So, let us

understand that how this entire concept

has evolved over a period of time.

So, basically, you know, what used to

happen earlier was that in the

traditional advertising era,

we used to have only certain celebrities

who were signed as brand ambassadors and

they were having a large attention

value. But with the coming of social

media, a lot of things changed. So, now

what is possible is that with the social

media, anyone, you know, people like you

and me can start posting some content on

the social media platforms and over a

period of time build certain following

for us. So, for example, if I am from

academics, I can build, you know, some

you know, I can start posting something

about related to academics. If there is

somebody who's interested in fashion

content, then the person can start

posting about fashion content. If

somebody loves traveling, then they can

start posting about their holidays,

certain travel destinations, what are

the best hotels and restaurants to visit

at a particular place. So, you have, you

know, there's a particular area that you

have that you are passionate about.

You start posting some stuff about that.

Certain people who are also interested

in the same thing, for example, for a

travel influencer, all those people who

are interested in traveling, trying out

new places in terms of hotels,

restaurants, traveling to new places,

you know, they might start following you

over a period of time. And over a period

of time, you build certain following.

And become an influencer in your own

sense.

Now, what happens is that over this

period of time, a very, you know, a a

person like you and me can also become a

social media influencer. Sometimes these

social media influencers become very big

in terms of the following that they

have. Sometimes they have, you know,

they start with a smaller audience and

gradually grow over a period of time.

Now, once these influencers have some

followers, the companies start

approaching them for endorsing certain

brands. As you can see over here in the

picture also. You know, so these

influencers, when they endorse certain

brands, they also become the brand

ambassadors. And any content now that

they are posting on their social media

platforms would also

be visible to their followers.

Right? So,

what we have said is that there is no

need to be a celebrity anymore to become

this social media influencer. You can

create your own following. And when the

brands start approaching you, you know,

for endorsing your products, you

actually start doing what is called as

influencer marketing. Or brands actually

start, uh, you know, signing you for

those brand contracts. So, social media

influencers, as you can see over here

one of the definitions, can be described

as

people who have established credibility

with large social media audiences

because of the knowledge and expertise

on a particular topic. For example, we

talked about a travel influencer. There

can be a fashion influencer. There can

be a tech influencer. There can be

people who like who are like food

bloggers who are interested in only

food, right? So, uh tech influencers

talk about tech components. So, you have

a particular expertise area, and thereby

they exert a significant

influence on their followers and peer

consumers' decisions.

Now, when brands start approaching them

and when they actually start uh you

know, proposing certain brands to their

audiences, that is where influencer

marketing as a concept actually evolves.

So, influencer marketing can simply be

defined as compensating the social media

influencers for posting about a product

or service.

In that sense, what we say is that

brands pay something to the social media

influencers, social media influencers

are preparing some creative content

about that product, and then posting

that content on their social media, for

example, Instagram handles, so that

their audience can see the content.

Now,

a very simple example of influencer

marketing, right? So, you want to

promote certain things which are going

to you know, decorate your room, and

this is how an influencer is preparing a

content, posting it, so that you know,

people get to see how you can you know,

just beautify the room.

Now,

before we start with a discussion, you

know, on on what exactly, you know, how

the entire landscape of influencer

marketing is changing, it is very

important to understand as a very

basics,

what are the types of influencers, one,

and which particular type is suited for

your brand. And that is where we also

start already talking about what is the

right fit for your brand. We will talk

about other things also, but this is

where the understanding would start

evolving. So, when I talk about the

types of influencers, I talk about these

four major categories, right? These are

the mega influencers, the macro

influencers, micro influencers, and nano

influencers.

Now, how do I categorize these

influencers? This is on the basis of the

following that they have on social media

platforms. So, what is the number of

followers? That will help me determine

whether an influencer is a mega

influencer or a macro influencer or a

micro influencer or a nano influencer.

So, I've given the figures here in the

very third column over here.

That an influencer who has more than 1

million followers

uh is a mega influencer. And these are

typically your celebrities, you know,

coming from the area of sports and

movies, you know, big big celebrities.

These are your mega influencers who have

a big following.

Then, an influencer who has more than

100,000 followers but less than 1

million, we call them as macro

influencers.

An influencer with a following of

10,000, more than 10,000 but less than

100,000 is a micro influencer. And an

influencer who has less than 10,000

followers is called as a nano

influencer.

Now, all

these influencers, on the basis of their

followings, because obviously if you

have more followers, you have more voice

on the social media platform, you charge

more money for any brand endorsement

that you're doing. But if you are a

smaller influencer, like a nano

influencer,

having a following of 10,000 or less,

you know, then brands can still use you

and you can still come at an affordable

cost. So, let us talk about which

particular influencer out of these four

are best suited for companies and in and

in what all scenarios.

Okay.

So, have a look at this. We are first

going to talk about mega influencer.

As we said, a mega influencer is an

influencer who has a following of more

than 1 million.

Right? And these are typically your

celebrities from the area of sports,

from the area of movies, big big

Hollywood stars who are having a huge

huge following on social media.

Obviously, as I said, because they have

a huge following, you know, they would

charge you a big amount of money for

posting anything on their social media

platforms. For example, if a big

celebrity has an Instagram account, then

they will charge you a huge amount of

money to do any kind of a brand

endorsement. And in the next two three

after two three slides, we are going to

see that what are these amounts which

are charged by the top celebrities of

the world who are mega influencers

running into, you know, millions of

dollars. And whether paying that amount

is either even justified, you know? But

still the brand sign these mega

influencers. Why do they sign them in

spite of the high cost? So, the

cost-benefit analysis of it we are just

going to do in some time. But let us

understand that why would I still want

to

spend a huge amount of money on mega

influencers? Now, a mega influencer

because of the fact that they have huge

huge following on the social media, they

are very very effective in creating

brand awareness.

And in getting the attention to your you

know, to the communication that they're

having. So, any product, for example,

which is signed or which is being

promoted by a person like Ronaldo, will

immediately catch the attention of the

audience. So, Ronaldo, for example, is

one person who has a huge huge following

on social media platforms including

Instagram. Right? Now, when he posts

something with a particular product, you

know, that would start making a lot of

difference. That is actually a lot of

brand awareness being created for the

product. Over here, you know, I would

like to mention one thing and maybe you

can probably respond over here. Now,

talking about Ronaldo, you know,

obviously if he's posting about a

particular brand, you know, the brand

gets a lot of attention, definitely.

But, you remember some 2 years 3 years

back, just after a game when there was a

interview with Ronaldo which was

happening,

you know, there was a bottle of Coke

which was placed in front of Ronaldo and

he just shifted the bottle away because

he doesn't drink soft drinks. Anybody

who remembers that? Because after that

episode, the share prices of Coke

actually just slashed,

you know, immediately because a big

celebrity like Ronaldo was just putting

that product away. Anybody who remembers

this particular news, you can just

quickly let me know in the chat box if

any of you remembers this.

Are you aware of this thing?

Yes?

Yeah, so that's So, that's the power of

a big big mega influencer. I'm just so

glad that a lot of you are, you know,

you remember this and

you know, this is and that exactly

defines the power of a mega influencer.

So, thank you so much for all those

responses. So, coming back to this

thing, so when you are creating a brand

awareness,

you know, just like, you know, the Coke

prices came down slashing, similarly,

you know, if you're posting something

with a brand, that brand immediately

also gets attention and that is why big

big brands are actually okay to spend

millions of dollars of,

you know, money on these promotions.

Now, coming to macro influencers. Now,

they also have a huge following,

something more than 100,000 but less

than 1 million. And the fact that, you

know, there are, you know, some mini

celebrities or those social media

influencers who have really made it big

over a period of time in terms of

following. So, as I said, what

distinguishes a mega and a macro and a

micro influencer and a nano influencer?

The number of followers, right? So, this

is entirely on the basis of the number

of followers. Now, here for macro

influencers also, because the number of

followers is very large, so building up

the brand awareness again is going to be

very easy because as soon as you post a

message, you reach so many thousands of

people, you know, and because 100,000

people, you know, if you're having a

following more than that, that they

immediately get to see the product

promotion. And that is why again, macro

influencers are very effective in

building the brand awareness. And at the

same time, you know, they are also able

to do certain other, you know, you

experimentation with the brand messages.

But again, they would come at a very

huge cost. Why? Because

again, because the number of followers

is large. Now, as opposed to this, when

I talk about the other kinds of

celebrities, now coming to these two

now, micro and nano influencers. Now,

micro influencers are, you know, they

have built up, they've already built up,

you know, some basic audience and you

know, just starting to, you know,

go at a good number in terms of the

number of followers. So, audience reach

is more than 10,000 but less than

100,000. Right? And they have an

expertise in their area. So, they would

either post about fashion, they would

even post about travel or food blogger.

Now, also, I will show you in one of the

slides as, you know, what a micro

influencer typically is doing is

probably posting about only fashion

content. That is what makes me a fashion

influencer. Or probably I am posting

only about travel. That makes me a

travel influencer. If I'm posting only

about food, I'm that makes me a food

blogger. But a person like Ronaldo,

because he's a huge celebrity, he will

be posting about different kinds of

products, right? Obviously sports, but

also about certain other products, as we

will see in the pictures. So, the mac uh

the

mega influencers and the macro

influencers typically are

uh posting about varied kinds of

products, but when it comes to micro

influencers and also even nano

influencers, they are focused in a

particular area. So, if I post about

fashion, I only post about fashion being

a micro influencer. If I post about

travel, I post only about travel, right?

That is how you are talking about a

particular expertise area in case of a

micro influencer. Now, their following

is less, but then what is the advantage

of using a micro influencer? Again, you

know, you can create brand awareness in

that limited following,

but you can actually reach out to people

who are following these micro

influencers for their expertise area.

So, people who are following a fashion

influencer,

who's a micro influencer, follow that

micro influencer because all of them are

interested in fashion.

We will come to this point in the next

three, four slides as to what

meaning it has in terms of the actual

reach of your target audience. So, I

will talk about it, but just remember

this point when we talk about this thing

that a micro influencer is posting

content in a particular area. A macro

influencer or a mega influencer is

posting content in varied areas. So, we

will see some pictures and then come to

this point again, but after explaining

the nano influencer. So, nano influencer

is a small influencer, right? And you

have less number of followers. They come

at a comparative So, micro influencers

come at a comparatively low cost as

compared to mega and macro influencers.

A nano influencer, because that is an

influencer who has just started building

up uh their audience, right? And have an

audience of less than 10,000.

They can come at simply no cost also.

So, keep that in mind for all the

startup people, for all the people who

have low budgets, it is very easy to use

a nano-influencer.

You know, objective is when you want to

use engagements and all. Now, let me

explain two points here about

nano-influencer. They have less

audience. They're still building up

their uh

uh their audience base, right? So, now

they can help you in two ways. First is,

you know, you can probably, if you don't

have any money, right? And you say that

okay, this is a brand of cosmetics that

I've launched. You tell the

nano-influencer that okay, I'm sending

you a free sample of my cosmetic, right?

So, that sample you can keep, and you

can make a reel or a video around it,

and then post it on your Instagram

handle.

So, what you've done is, you have given

some free inventory of your product to

the nano-influencer, and not made any

payment to the nano-influencer in terms

of money.

So, the product you have given, but not

the money. So, for you, it is the

product you were already producing, so a

free product given, but no money

sometimes works in case of

nano-influencers, because they take the

product samples, make the videos,

because they are also wanting to

increase their audience. So, this

particular

uh benefit of, you know, when you're not

having money, you can give some product

benefits. For example, a free hotel stay

when a hotel wants to promote itself, or

a free meal at a restaurant to a food

blogger, that you come and have this

free meal with us, and make some content

and post it, but you're not paying

anything to the social media influencer,

probably because you don't have enough

money. So, for low budgets,

nano-influencers really work well. This

is one of the things, and this is where,

you know, the influencer marketing can

also start becoming economical in terms

of working.

Second very important benefit of a nano

influencer is that because they are not

huge celebrities, right? They are still

building up their audience on social

media platforms. So, they can help you

with doing a lot of engagement. For

example, they will say that, "Okay, this

is

you know, a nano influencer would say

that this is how I celebrated my

birthday. Brand X had sent me this

particular dress that I'm wearing and

this particular bakery had sent me this

cake which I've cut." You know, and then

probably, you know, they will also start

engaging with people. So, all the

audiences,

the followers

of the nano influencers who start

posting, "Oh, happy birthday. How did

you enjoy?" and all. So, these nano

influencers would also write back to

their followers. "I had a great

birthday." Right? "Oh, where is this

dress from? I'll send you the link." So,

this engagement that they're doing with

the followers, the comments that the

followers are writing, typically is done

by nano influencers. Sometimes by micro

influencers also, but nano influencers

do it more. In fact, you know, because I

also, you know, teach this influencer

marketing, I see what typically these

people are doing on social media

platforms. So, when you are interacting

with a nano influencer, the followers

get this satisfaction that, "Okay, I'm

following this person. I wrote to this

person and he or she replied back to

me."

There are a few people who tell me that,

"Okay, I follow this person for this

content or for the, you know, the food

items that they cook and, you know, once

I wrote to them and they replied to me."

So, this personal engagement is

something which gives a lot of

satisfaction to the customers. It gives

a personal connect benefit to the

followers where they get more engaged

with the brand and this is typically

which is done by nano influencers

because they have small follow follower

base. They want to increase that base.

They want to increase the interaction

with their followers and that is how it

can help the brand.

Typically, a mega or a macro influencer

will not do it. So, if you are on

Ronaldo's, you know, Instagram handle

and if you start saying Ronaldo, please

wish me happy birthday, he will not do

it.

Right? And the account as it is is being

handled by his team. He's not probably

even there reading all the comments. A

nano influencer is doing it. So, this is

how, you know, all the four influencers,

four types of influencers are helping

you

uh you know, achieve certain things and

they come at varied costs and with

different kinds of all the different

numbers of followers.

So, that's a basic understanding that we

need before moving ahead.

I hope this is clear. Any questions that

you have that probably you can ask me.

Uh

or probably we'll keep it towards the

little towards the end. Okay. Now, uh

just giving you some very basics of, you

know, the

world's top social media influencers,

you know, taking from a particular

you know, source of information which is

authentic, but at the same time I would

also want to show you what you're seeing

on your left-hand side that what are the

most popular social media platforms. So,

you have YouTube, Instagram, TikTok,

Twitter and again then which particular

platform is applicable in your

particular country in terms of, you

know, the active users, that is

something that you can find out from

Statista. So, anybody who's wanting to

design a marketing strategy and wanting

to find out that which particular social

media platform is more active or has

more active number of users or has more

active number of users in a particular

age group. So, there is a

platform that you can use for getting

all that information which is called as

Statista. I'm just spelling it out.

Maybe you can note it if you want any

information, any data. It gives you a

lot of interesting data not only about

marketing, but about economies and other

things also. So, this is called as

Statista.

s

ta

Statista. And there is an Instagram page

also of Statista, which you can start

following to get some really amazing

insights not just about marketing, not

just about, you know, related to a

particular specific area, but about data

and information about varied areas and

that should be really useful to all of

you as undergraduate and postgraduate

students. So, now when I say, you know,

that when you're designing a marketing

strategy, you need to understand that

which particular platforms are available

in your country and are popular in your

country. For example, worldwide TikTok

has a very very big follower base. All

of you are aware of this? TikTok has a

very huge follower base.

Right? But when I talk about a country

like India, TikTok is not is actually

banned in India, right? So, that means

then the, you know, the follower base of

which particular social media platforms

become becomes relevant for me when I'm

trying to reach out to the young

audience. For me,

operating in the Indian market, it would

be more of Instagram rather than TikTok

because TikTok is not here in India,

right? So, you have to then formulate

strategies country wise.

Okay. So, let's talk about now the

importance of influencer marketing. I'll

just quickly show you this figure which

talks about, you know, just see certain

arrows which I'm trying to show over

here. And this importance of influencer

marketing is not only in today's date,

but has started growing over a period of

time. So, 43% of global respondents

uh site that their influencers, uh you

know, authenticity is the reason that

they would want to

actually test a product or buy a product

when they see influencers promoting

certain products. Also, you know, the

kind of content that the influencers are

making, they generate more engagement

with the audience as compared to, you

know, the other content which is there

on social media because the influencers

are also interacting with you. And half

of the UK and US participants, at least

2-3 years back, they were actually

purchasing a product after seeing an

influencer

promoting the product.

And 31% actually took the action.

Now, very important thing, just look at

this last part over here.

The right-hand side, 92% of the

marketers believe that influencer

marketing is an effective form of

marketing.

Right? So, that's also very interesting

insight.

And these are the global influencer

marketing projections from 2017 to 2027.

And you see that the market

projection is growing over a period of

time. We've already seen that how

important it has become influencer

marketing has become as a digital

marketing strategy over a period of time

in the last few years.

Okay, so we've already talked about this

particular part.

Where we talked about the kind of

following that the mega influencers, the

macro, the micro, and the nano

influencers have. And how much, you

know,

you know, engagement they can actually

generate on various platforms. And as I

said that the nano influencers are very

effective. Why? Because they're still

building up their influence their

follower base. So, they are the ones who

are engaging more with the followers,

more with the comments which are written

on their Instagram handle. For example,

the mega influencers are not doing too

much of engagement, but the nano

influencers are doing it. Also, because

the followers do understand that

whatever engagement the mega influencer

is doing is being done by their PR team.

It is not the mega influencer like

Ronaldo who's writing back to you on any

comment that you have put on his social

media platform. But in case of a nano

influencer, it is actually the nano

influencer who's writing back on your

comment. So there is a more personal

touch which is established if you are

using a nano influencer, even if that

means that you are connecting with a

smaller base.

We'll come back to that smaller base and

how that smaller base can also sometimes

make a lot of sense.

Okay.

Before that,

you know, there are certain

insights that I've provided to you over

here. You can quickly probably scan this

thing to see more insights. So whenever

I'm talking about, you know,

promoting my product on social media,

there are certain

hashtags which are very popular which

tell you that what particular content is

something that is,

you know, that the social media

platforms can help you promote in a

better way. And the top most hashtags

are beauty, food, travel, fitness. So

this is the kind of content that a lot

of people would want to see and where a

lot of engagement is generated from the

viewers.

Right? So maybe you can just scan this

and read more about this later on.

Now coming to, you know, understanding a

few aspects as to how few things work in

the area of influencer marketing.

Very quickly, I want you to identify

these two people that you're seeing here

on your screen so that I know that

you're listening, right? So just put it

quickly in the chat box. I want both the

names together.

Okay. So somebody is saying but just

one.

Okay, you're using your slangs of goat

and all but but yes, at least some

people have given me both the names

together.

Yes, so all of you do recognize all the

celebrities, right?

Okay, so that's one way of ensuring that

all of you are listening. Okay, so now

let's try and understand a few

interesting insights about, you know,

uh, influencer marketing. And we will

first start with the mega influencer.

So, what did I tell you the mega

influencers are the influencers who are

having the huge huge following, right?

More than 1 million. And these are the

typically, you know, the celebrities

from the world of sports, from the

movie world, you know, so all those

Hollywood stars uh, from and also, you

know, a lot of people from the world of

sports would be counted as your mega

influencers. So,

Okay.

Now, as I said that these are your

mainstream celebrities, right? Now, when

I talk about these mainstream

celebrities, I'd like to share a few

insights with you about certain figures.

Right? Now,

as per this particular source that I've

started, uh, stated over here, which is

a authentic source,

if I am signing Ronaldo

as a brand ambassador for a product, or

if I want Ronaldo to put a post on his

Instagram handle about my product, then

for putting one post, only one post, on

Instagram, this is the amount of money

that Ronaldo is going to charge. So,

what is the amount of money? Typically,

more than

Do you see the amount here?

>> 32

>> million

>> thousand

>> Yes.

Yes, and that's

>> 32,000 USD.

>> Yes, and which is So, I generally, you

know, also convert it to a typical

Indian currency. You can also do it in

Indonesian currency. So, this is

typically rupees 27 crores here in

India, which is a big big amount. And

this is an amount only for one post on

Instagram.

Just one post. Right? So, if any of us

are able to earn only this one uh, post

equivalent amount, then probably we've

already made a huge amount of money,

right? Also, let us talk about Messi.

Look at his amount. This is equivalent

to 22 crores rupees in India.

And you can see the dollar equivalent

also.

Right? So, this is Ronaldo and Messi,

some of the top most paid celebrities in

terms of, you know, what they are

charging per Instagram post.

Fine? So, I'll now quickly talk about

one celebrity from the world of sports

in India. Just let me know if you have

heard about him.

Anybody who recognizes this person?

Okay. So, this is Virat Kohli,

who is a very, very popular cricketer

here in India, right?

And this is He's one of the most popular

cricketers and among the top 10 or 20

always in terms of how much he is

charging to put one post on Instagram.

So, what I've done is I've taken out,

you know, some post from Virat Kohli's

Instagram handle to do some kind of a

cost-benefit analysis that we are going

to do right now. First, let me just

quickly show you what we are going to do

and please keep your pen and paper ready

because we are going to do one

calculation also. Okay. So, for Virat

Kohli, in terms of the amount of rupees

that he's charging is 12 crore rupees as

compared to 27 and 22 crores that

Ronaldo and Messi are charging

respectively for one post on Instagram.

So, for Virat Kohli, I've just taken

here two ads. One is this, one is this

for Puma shoes, and one 8 deodorants,

right? And they are giving you certain

information. So, let us first typically

see because it's a social media ad.

And because we talked about, you know,

digital marketing strategies and now we

are talking about influencer marketing

strategy in that respect, a few

observations we will make before doing,

you know, some calculation. Just have a

look at a few arrows over here. So, this

cost-benefit analysis we are going to

do.

Okay, have a look at this.

Paid partnership with Puma India.

This means that whenever a particular

celebrity or a social media influencer,

even if a small one, like a nano

influencer, is posting some content on

social media platform, it has to be made

very clear that it is a paid content. It

is a sponsored content. It is something

that the brand has paid for. So, this is

not something from the daily life of

Virat Kohli that he is posting that I'm

doing my training and this and that. So,

that is not sponsored, but whenever it

is sponsored, it has to be very clear,

as you can see over here, inter- using

the terms paid partnership or sponsored

content or in partnership with this

particular brand. So, that has to come

out very clearly. And that is also now

laid down in a lot of influencer

marketing regulations throughout the

world in many countries of the world

that you have to make it very clear to

the follower that this is a paid content

so that a person who's following Virat

Kohli on Instagram, for example,

understands that this is something that

the brands have paid for.

Have a look at this also. Paid

partnership

with this brand, right? So, you're

making it very clear that this is a paid

partnership.

Now, have a look at this

figure.

And also this figure.

Right? The kind of views. Now, what we

said basically in case of influencer

marketing is that because these

celebrities have a huge huge following,

so the kind of likes that they get on

their Instagram handle, you can see the

kind number of likes and you can see the

number of views is also very very huge.

Right?

So, this is coming from the entire

concept that we did earlier that they

have a huge following, they can attract

a lot of attention to any kind of a

content that they are posting and that

is why they are very effective. But at

the same time, now the biggest question

for a mega celebrity is that there is a

huge huge cost involved in it. So, is it

even sensible to be spending millions of

dollars or rupees on one Instagram post

by a mega celebrity? So, let us do some

kind of a cost-benefit analysis.

Right? So, now this is what we are going

to do as a cost-benefit analysis.

Right? Take out your paper. Take out

your pen.

I'll give you one way of doing the

cost-benefit analysis. Okay, so that we

understand

for a brand which has money, which can

spend crores of rupees, does it even

make sense that for one post I should be

spending a lot of money in terms of

millions of dollars for doing a

calculation. So, once this calculation

is done, I would want you to post on the

chat box,

you know, your comments in terms of

whether you've understood what we are

doing and why and now do you understand

the why the brands are paying so much

because it's a huge amount of money,

right? So, we'll do some calculation

over here. So, just note down a few

things that we need to know for doing

the calculation and this is just one way

of doing a cost-benefit analysis.

So, I will just focus on one of the

figures because we will not have much

time. So, this first picture, the Puma

shoes where he is just, you know, just

standing here with a shoe, we are going

to do some cost-benefit analysis of it.

So, please note down a few figures.

From here,

what Virat Kohli charges in terms of the

crores of rupees in India is rupees 12

crore rupees, right? So, just note down

that the cost to the company is going to

be rupees 12 crore for giving one

Instagram post.

Right? Which is given over here.

Now, we will do some calculation. Come

to this first picture in which he is

standing in the t-shirt.

Okay, now the what is a product? The

shoe.

So, a typical price in terms of Indian

rupees because I know, so I will let you

know about the Indian rupees in terms of

the Indian currency, but the concept

wise, you know, it will be clear to you.

So, Puma shoes basically are available

in a lot of ranges, right? Starting from

anywhere between 2, 3,000 rupees going

on to 15,000 rupees also.

So, what I want to do is I want to take

an average price of Puma shoes.

Right? And I want to take it towards the

lower side so that I don't do my

calculations wrong.

So, even if a particular Puma shoe, you

know, bought by a customer

on an average gets me rupees, say,

4,000.

I've taken an average price. Average

price actually would be higher, but

because I don't want to over calculate

and do a cost-benefit analysis in the

modest way possible, so let me say that

the average price of Puma shoes is

rupees 4,000. So, please note down with

you. Average price of one shoe is rupees

4,000.

Okay, and this can be any currency. Like

I'm I'm saying in terms of rupees

because I know rupees 12 crore is the

amount that I'm paying to him.

Right? This is one figure that we noted

down.

Now come to the number of likes. Do you

see this arrow over here? This arrow.

How many likes do I have over here?

It is more than 26 lakh likes over here.

So, if I take at a rough figure of this

26 lakh,

right? Now, I have to do some

calculation with this figure.

Now, typically, the return rate

of any industry, like different

industries will have different return

rates, but a typical rate of conversion,

you know, would be 2 to 3% of this

number that I see over here. So, if

these many people have liked the

content, a lot of people also would have

seen the content who have not liked it.

So, it's a very simple or and a very

safe figure to pick up that these many

people actually liked, okay, that I've

liked this ad.

Right? Or liked this particular content.

Even if

2%

okay, of these people convert into

actual buyers, and 2% is a very, very

modest figure to assume, right? We are

not going to 10%, 15%. We are assuming

only 2% of

these people are going to buy the shoe

on seeing this ad because they are very

fond of Virat Kohli and they would

actually end up buying a Puma shoe.

Right?

So, what is the calculation then?

26 lakh multiplied by 2%. This gives me

a number of how much? Please calculate

and tell me.

I'm waiting here in the chat box.

I hope all of you are doing the

calculation.

Yeah, so can I say very safely it is

about 52 52,000?

Right? If I take a round figure.

52,000?

Right? So, all of you have done the

calculation. Okay.

So, good. So, I'm just, uh, you know,

opening this, uh, box opens so that I

can see the calculation that you're

doing. Now, if the average price of a

Puma shoe was 4,000 rupees

and we have calculated that 52,000

people are buying it.

So, what is the revenue that I've made

out of it?

52,000 multiplied by the average price

of the shoe which is 4,000.

What is the total amount?

Yes.

So, somebody has already calculated.

Thank you so much. This is typically

around 20.8 20.9 crore of rupees.

And how did I how much did I actually

pay to Virat Kohli?

12 crore of rupees. I'm still earning 8

crore rupees more.

Do you understand what I'm saying?

Right? And we have taken very modest

figures. We have taken only 2%

conversion. The conversion rate could be

higher, 3%, 4% also, in which case the

profit will be higher. And also we have

taken the average price of Puma shoe

only at 4,000. Average price would

actually be somewhere around

6,000-7,000. So, if I actually work with

those figures, the profit amount is much

higher.

But I'm talking about very modest

figures so that we know okay, at least

this much amount of money I'll be able

to make.

So, if we are understanding all of this,

do we still now understand that you

know, I made a huge amount of payment to

Virat Kohli or probably to Ronaldo or to

Messi, but when I do this entire

calculation of how it all actually spans

out, I'm still making a lot of money

even out of one Instagram post. Is it

clear?

Yes, other questions I will take up

later that how can we get a huge

following, but is the calculation clear

that how we have done this cost-benefit

analysis? Can we move on from here?

Yes.

Okay, thank you.

That works.

Okay, now coming to the next part. So,

cost-benefit analysis is done.

Let's move on to the next thing. Now

coming about talking about the companies

would also have an option

of not Okay, you know, they've signed

the celebrity, they've recorded some

content. Now I post it either on my

company page or I tell the celebrity

that you post it on Instagram. So, if I

tell Ronaldo that you post it on your

Instagram account, I'm paying so much of

money to him. If I tell Virat Kohli that

you post it on your Instagram account,

he's charging a lot of money from me.

So, should I post it on my company

social media page instead? Have a look

at this. First of all, have a look at

what a celebrity, you know, in the

left-hand side of the picture, that the

celebrity is actually posting the

picture of the brand on his or her

social media account, then kind of views

is more than 23 lakh. Do you see over

here in the lower arrow?

And the same company with a celebrity

content, when they are posting on their

social media platform, which you can see

on the right-hand side picture, Veet

India, do you see the amount of likes?

515.

Which clearly means that people follow

these social media influencers more, uh

the celebrities more as compared to the

company social media pages. So, the

company social media pages are not

getting enough likes, and therefore it

does make sense that you actually have

these mega celebrities or other social

media influencers to post the content on

their social media pages. I hope this is

clear, this particular point. So, we

will ask them to post it on their social

media handles. Additionally, we can do

it on our company pages, but if we do it

only on our company pages, we will not

get as much engagement.

Now, coming to this point that I was

talking about.

Ronaldo is a big, big

uh celebrity, a mega influencer. And

over here you can see that he's posting

about all kinds of things, right? So, a

mobile phone, to a deodorant, to shoes,

right? So, he's posting all kinds of

content.

Now, let me say that people who are

following Ronaldo, they're following

them following him for different

reasons.

A lot of them would be interested in

sports, that is why they're following

Ronaldo. People like me are also

following Ronaldo, not specifically

because I'm interested in sports,

because I want to see what all

endorsements he's doing. I might be

interested, you know, in a specific

product category. A lot of people who

are following Ronaldo typically might

not be interested in

the tech products, for example. So, when

Ronaldo is doing, you know, an ad for

this mobile phone, a lot of people who

are following him only for sports might

not be persuaded to buy this phone.

A lot of people who are following

Ronaldo for sports might be persuaded

for buying the first thing, the shoe

that he's endorsing, but probably not

the mobile phone. Please understand now

what I'm trying to say.

So, now, when Ronaldo is actually

promoting shoe,

let me say that 60% of the people who

are following him on social media follow

him for shoes.

So, then, the effective reach

of the people who would actually want to

buy or, you know, the shoe is only 60%

of his followers and not all the

followers.

Coming to the third picture now.

As I said that maybe 60% of followers of

Ronaldo are following him because they

are interested in sports.

They probably, you know, are not

impacted when Ronaldo is

endorsing a mobile phone.

Right? So, 60% of the people of sports

are not interested or a few of them will

be interested. So, the total effective

audience who would be interested in this

mobile phone is much, much smaller than

his overall follower base. Do you

understand this point that I'm trying to

say?

On the other hand, when I talk about an

influencer,

and especially a micro influencer here

or a nano influencer, they are posting

about a particular specific expertise

area.

So, a fashion influencer is posting only

about fashion.

Not about sports shoes also, mobile

also, deal also, as Ronaldo was doing.

So, the entire follower list that a

fashion influencer has,

all of them are interested in fashion.

That is why they are following a fashion

influencer. And that is why even if the

fashion influencers have lesser number

of followers, whenever I post any

content about fashion, about cosmetics,

about moisturizers, you know, anything

which is related to fashion,

the entire follower base is my effective

target market.

Right? And that is what makes using

social media influencers very, very

effective. So, it is not that if you use

a mega influencer, only then you will

have a good reach to your audience.

Because in case of Ronaldo, a lot of

people were not even interested in

mobile, even if he's posting it. You get

a lot of awareness, yes. Brand

awareness, yes, definitely. But would

they end up buying it? Probably no,

because they're following Ronaldo for

sports.

Not for a deal, maybe. Not for a mobile

phone. Not for other things. But still,

Ronaldo works very well for creating

brand awareness. But when it comes to

reaching out to the actual audience who

would actually end up, you know,

purchasing the product or acting upon

the message that I've given to them,

then a lot of social media influencers

would make a lot of sense. Because

everybody who's following here a fashion

influencer is interested in fashion.

And this is exactly what I'm posting.

Now, a fashion influencer is not posting

about,

you know,

let me say something which does not make

sense over here. For example, a

technical product.

Right? And therefore, you know, you have

the entire audience listening to what

you have to say. Similarly, when I talk

about a food blogger,

okay, I've taken of one food blogger

over here. Whenever he's posting, he's

posting about the food, that I went to

this particular place, I tried this

particular dish at this particular

restaurant. This is what you should try

over here. So, everybody who's following

him is following him for the food that

he is eating. Right? For the restaurants

that he's trying. To know that, okay,

which particular dish I should try when

I go to this particular place. And

therefore, the entire follower base is

the effective audience. Effective

audience means people who would actually

end up taking a an action on the basis

of the content that you're putting out.

So, his entire follower base is

following him because they are

interested in food. So, whenever I post

anything about food, all of them become

my effective audience. None of them is

left out. So, this is what I'm trying to

explain that is the basic difference

between a mega influencer who's just

posting about everything. Very nice

brand awareness can be created, but not

all followers are effective audience.

But when it comes to micro influencers

and nano influencers who are only

posting about their expertise area, the

entire follower base becomes a effective

audience. I hope this difference is

clear.

Right?

Now, what are the benefits of influencer

marketing? I've already explained a few

of them in the course of this

discussion, but let me just quickly talk

about one or two points over here. The

first one is the lesser cost. Lesser

cost when? When I'm using a nano

influencer and a micro influencer. As I

told you, sometimes in case of a nano

influencer and some of the micro

influencers, even if I don't have any

money to pay to them. For example, the

the previous slide that we saw, being a

restaurant person, I can just tell this

food blogger, okay, that come, I will,

you know, just have this favorite dish

that we have at our restaurant, and he

will just have the try the dish, make

some reel, put it on Instagram,

and that's a free promotion for you. You

haven't paid anything. You just made him

try a new dish. Specially, uh, you know,

when you have less cost, it makes a lot

of sense to use these social media

influencers because there is no outlay

of money which is happening. There is

just a free product that you're giving,

maybe a free cosmetic that you're

sending to a fashion influencer who can

use it, make some content around it, and

then post it. So, in that sense, social

media influencers also come with this

advantage of a lesser cost. Mega

influencers, as we saw in case of

Ronaldo, Virat Kohli, some calculation

that we did, you know, they would

require to be paid a huge amount of

money and not every company has that

huge amount of money. So, even if you

don't have huge amount of money, you

know, you can still work very well with

the nano influencers and micro

influencers by giving free products to

them, free stay at a hotel, free dish in

a restaurant to work with them. You

know, still it can be done at a lesser

cost. Second point is interesting

content.

Now, this is very important because

sometimes when I'm using a mega

celebrity, I am hiring an external

agency to shoot certain, you know,

pictures with them or some content with

them. But, once I am using some social

media influencers,

you know, they come up with very

creative ideas. Okay, let me position

this content like this. Let me present

the food like this. Let me, you know,

show the cosmetic in this particular way

when I'm getting ready. You know, so

they have very interesting content ideas

at times which probably a normal

marketing agency might not have. So,

that is also an additional plus plus.

I've already explained, you know, the

rest of the points, but I want to

emphasize again the third point which is

written over here is that more

engagement with the audience. So, as I

said that the nano influencers would

typically be replying back to what the

followers are saying. For example, you

know, I was just looking at, you know,

one of the influencers and you know, the

one of the followers said that, "Hey,

it's my birthday today. Can you please

wish me happy birthday?" And the nano

influencer actually replied, "Hey,

that's so good to know. Happy birthday

to you and you have a very good day."

So, now

this follower feels that I actually had

a good engagement with a social media

influencer whom I follow. So, specially

the nano influencers are very effective

in creating these engagements on the

social media platforms. And therefore,

let us also have a look at what are the

various creative ways of actually using

these social media influencers.

So, as I said earlier, that they

actually come up with very creative

ideas as to how they want to position

the products or the kind of creative

content that they would want to make.

So, as you can see over here, there's a

picture, right, of a tech product and

and there's a particular, you know, a

phone cover also that you're showing

that how this particular thing works.

So, you can actually make small reels

and videos and post it so that, you

know, you can actually engage with your

audience and, you know, explain certain

things to them, you know, which

typically a you know a mega influencer

might not be doing. So, these are some

creative ways of using the product. But

at the same time, you know, when I talk

about

you know, making content, it also

becomes important as to how you post

that content. You know, especially being

a social media influencer.

I just had shown to you,

you know, in one of the slides that what

are those popular hashtags that people

use.

So, the popular hashtags are beauty,

fitness,

you know, and certain other things which

are revolving around travel and food.

So, whenever I am posting certain

content on social media platform, one is

the

the creative part of it, right? So, what

picture I'm posting, what kind of a

video I'm putting, what kind of a reel

I've made. You know, but in addition to

that, when you're writing certain

things, just have a look at this.

Okay, so there's just one of the things

that posts with hashtags receive up to

12.6%

more engagement than a post with no

hashtags. Just have a look at this

arrow.

So, this uses the hashtag

SugarBearHair and add and there is one

tag also which is attached to it.

Right?

Now, what typically happens when I'm

using a hashtag,

let us understand what happens. All the

people who are following me, for

example, I'm a travel influencer or a

food blogger, and if I make a reel which

is related to food, which I just showed

to you, you know, one of the food

bloggers is doing it,

and

you know, I put this hashtag food. So,

all the people who are my followers will

be able to see the content that I'm

posting because they're following me.

But, all the people who are probably not

following me on Instagram,

but they are interested in food, and

they are following the hashtag food

category, would also be able to see my

reel.

Right? So, when I say that I'm using the

right hashtags like food,

what happens typically is that even

those people who are not following me

might end up on my page because they're

following the hashtag food. And if they

like my content, they would also

subscribe to my channel and start

following me.

Right? So, somebody had a question

somewhere in between that how can we

build up that following on social media

platforms? So, one of the ways,

obviously there are various ways that

you make some creative content and so

many other things, but one of the ways

is also to use the right hashtags. This

is what we end up missing out. We are

not using the hashtags at all.

We are not probably tagging the right

people, the companies, or we use too

many hashtags.

You know, both ways it is a problem. So,

if I'm not using any hashtags, no

external person would be able to

probably discover my content. So, please

identify for your product,

for your particular company, which are

the relevant hashtags. Is it #beauty? Is

it #travel? Is it #food? Is it Is it

#fitness?

You know, these popular ones or some

other thing? Probably # For me it is

like #highereducation,

#marketing, you know? So, for those my

mine areas that I have as my expertise.

So identify those four five areas that

are relevant to you to your post to your

content.

In terms of the relevance of it and try

to use that whenever you're posting some

content on your social media platform.

Now

certain things over here will become

clear over here.

I'm just talking about a few things and

you can in the meantime have a look at

So basically what happens is as I told

you that as soon as you use a hashtag

your content also becomes available and

discoverable by all those people who are

following those hashtags. A problem that

is that if I don't use a hashtag people

cannot discover the content. Done. Fine.

But if I'm using too many hashtags, what

happens? I'm using hashtag beauty,

hashtag hashtag fitness, hashtag health,

hashtag food, hashtag travel and I use

too many of them.

Now what happens is for example if I'm

using it on Instagram, Instagram gets

confused. Where do I exactly position

your content? Should I position it under

beauty? Or should I position it under

fitness? Or should I position it under

travel? Or under food? Because you've

used almost all hashtags.

So now because of this confusion your

content again is not visible anywhere

because now Instagram doesn't know where

exactly to place it. Let me say it was

something related to food and you have

used so many hashtags. Right? And

because you did not use your hashtags

proper

properly so Instagram has actually put

it under a different category all

together.

Which is not of use to you. Maybe you

know it was something related to food

and it is now placed under you know

somewhere under beauty because you were

putting beauty hashtag also because you

felt that it is a popular hashtag to

use. It doesn't work that way.

Only identify the relevant hashtags.

Three to five hashtags according to one

simple rule should be good enough.

Though I've also been using 6 to 7

hashtags, it works well for me, you

know, when I'm posting about any of the

content that I post on my LinkedIn, for

example. LinkedIn also works on the

similar principles, right? So even in

case of professional

content, you can actually try doing this

experimentation, but don't use too many

of them.

I hope this is also clear. So that also

helps you in getting your content

discovered on various social media

platforms.

I'll just show you very quickly

something related to what I've said.

So there are certain hashtags which are

used and certain tags which are used. So

in these two what you are seeing are the

minimum number of hashtags and only the

relevant companies and products which

are tagged. So when you tag something or

somebody, it has to be again relevant.

You cannot just tag everybody, you know,

I I have, you know, probably a lot of

connections on LinkedIn and if I start

tagging everybody because they're not

relevant to it, probably, you know, it

does not make sense. So if I'm doing a

session with you then probably I would

want to tag, you know, your school and

your people like Dr. Renee and Dr. Aryo

and the students over here, but not

everybody in my network who's there in

India and US and all, right? Because

that would not make sense. So tag the

relevant people, tag the relevant

organizations and use only the hashtags

which make sense for your particular

content. Otherwise, drop it. There is no

use or no need to compulsively use it in

every particular post.

That's how it works.

Okay. So you can quickly scan this to

see some tips on content creation on

Instagram. So there was again a query

where people were saying that how we can

build up the follower base and there's

some people who might want to do it. So

I'm giving you just 1-minute break to

quickly scan it, right? And then you can

just go through certain

things which have been suggested in

terms of content creation on this page.

Okay, I'm just giving you 1 minute if

you want to just scan it and keep this

link with you somewhere so that you can

read it on later on. Will help you

understand some of the aspects of

content creation especially for

Instagram.

Okay, so I'll move on from here.

Okay. Now again, as I said there are

various ways in which the social media

influencers can be used. So one of the

ways is that, you know, you can actually

give or as a social media influencer

that this company had sent me this

particular product and this is a kind of

product review that you're giving now.

So when you're writing a product review

that this is what I tried, this is what

the company had sent to me. So this is

one way of designing the content by a

social media influencer. So whenever

you're writing a product review, one of

the things that actually works well here

is, you know, something that you can see

over here.

So as a part of the product review, let

me say that what this beauty tonic that

she is holding, what she has written

about it,

so

I have been adding this beauty tonic

collagen from tonic products tag used to

my morning coffee and I am loving it.

All of their collagen products are

unflavored so that they can be added to

whatever you want without added sugar

and artificial flavors.

So once you have said this, this becomes

a USP that you have highlighted.

So the product review that you're

writing

tells the followers that this is the

product which comes with unflavored, you

know, it's unflavored and does not have

any sugar added to it and this is what

you're telling the audience. So, that's

a USP of the product. So, the brand gets

uh, you know, certain, you know, the

followers who are reading this, they get

to know about the brand and about the

USP that is specially, uh, relevant for

this particular product. So, this is one

way of using the influencers when you

are designing content with them. You can

request them to give the product USP.

Another way of using the influencers is

to introduce a giveaway contest. So,

okay, so,

uh, you know, how typically it looks

like.

Okay, if you have a look at what is the

content, the lower part of it go

giveaway entry rules. Make sure that

you're subscribed to, uh, this

particular channel, follow us on

Instagram, and so excited to announce

the biggest giveaway and collaboration

with this particular company. Check out

our latest collab link, and whoever wins

will get an Apple gift card. Or, okay,

or an Apple iPhone, or, I, you know,

this is what you will get. So,

typically, this is, uh,

is, this is a particular situation where

you tell the Instagram users or the

social media platforms that we want to

introduce a contest, and you have to

tell the rules of the contest, you have

to tell the people to take part in the

contest, and if they win, then this is

what we are going to give away. Maybe

I'll give a free iPhone, maybe I will

give some kind of a gift voucher to

people, how they can participate in it.

So, that's the kind of content that

you're designing with the influencer.

So, when you are signing the contract

with them, you tell them that what kind

of a content is required. In the

previous slide, we talked about the

product review. That is one kind of a

content. Another kind of a content can

also be a giveaway or a contest kind of

a situation where the social media

influencer is telling, "Okay, this is

the kind of contest which I am

announcing, and you can start, you know,

taking part in it, and once you win, you

know, this is, uh, these are the things

that you can win." And then there are

other kinds of things. For example, you

can request them to write down or be a

part of the blog post that they are

creating along with the company to talk

about, you know, for example, certain

meals available in a particular

restaurant. So, this is what typically

can be clicked by a food blogger that

this is what I tried in this restaurant

and this really tastes amazing and you

should definitely come here and try this

particular thing.

Right?

So, as you can see over here.

And additionally, it can be linked to

the page of the company from where the

food blogger's post can be linked to the

Instagram page of the company and that

is how you also start increasing the

followers on your Instagram account for

the company, not only for the social

media influencers.

Okay.

What you can see typically, I think I

should have avoided, but can you just uh

figure out that the very first picture

that we are seeing over here is

something that can be posted by a travel

influencer? Some

shoes, okay?

Which you can use for travel.

The second one can be used by a food

blogger.

The third one for a fitness influencer.

These three pictures make sense for the

typical kinds of influencers that we're

talking about. The first one for travel

influencer, yes no? Just let me know

quickly in in the chat section.

The first one for a travel influencer,

yes no?

The second one for a food blogger. When

you're talking about the food.

And the third one about a fitness

influencer. Right? Because you're

talking about the fitness. So, now we

are very clear like when we are posting

certain things and if I'm a food

blogger, okay, this is the kind of

content that you will see on my page,

right? So, we have a little

understanding of that thing now. Okay,

so that was a quick,

you know, recharge that we did. Okay.

Now, coming to the next thing.

Now, what is now the basic rule that we

follow? Finding the right fit after

discussing on so many things, right?

Basically, now we say that you have to

find an influencer who caters to your

industry. I've already explained these

examples, but let me explain it again.

Let me say that for a hotel that you

just opened up in Indonesia, right? A

new hotel that you've opened up and you

don't have enough money to spend on

promotion or to sign any mega celebrity,

you know, as an influencer. What do you

do? You get in touch with a travel

blogger.

And what do you do?

For a travel blogger, you tell the

travel blogger, "Please come to our

hotel, spend some 2 nights and 3 days

with us."

Once the Once that Once that travel

influencer comes to that your hotel, you

give that person a comfortable room to

stay. Then in 2-3 days, you take him

around in the hotel. "This is a selfie

point. This is our hotel restaurant.

This is the view from our balcony, you

know, the hotel room. These are the

various adventure activities which are

available in our hotel." You show all

these things and you tell and encourage

the travel influencer to make five six

different reels of the various spots and

locations of the hotel and post it on

his or her Instagram account. Now, since

this person is a travel influencer,

whoever is following this person on the

social media platform is somebody who's

interested in travel. So, when this

travel influencer says that this is a

new hotel which has opened up in this

area and it has amazing views, it has

amazing food in our restaurant, these

are the selfie points, and I had done

these many adventure activities with

pictures posted on it, you know, then

people who are interested in travel

would actually want to,

you know, experience your hotel, you

know, because these are now, you know,

posted by the social media influencer on

his or her Instagram handle.

Now, imagine what you've done.

You haven't spent money.

Your hotel room which was lying vacant,

which was not booked, you just gave that

room to the travel influencer. You

showed around the travel influencer

certain relevant points. Certain reels

were made, posted, and this is the kind

of promotion that you've done for your

hotel without uh effectively spending

much. You would have probably, you know,

given some free meals to the travel

influencer. The hotel room was as it is

lying vacant. So, for 2 days for 2

nights and 3 days you gave a free room

to him or her. Right? Which doesn't

actually pinch you much because it is

there is still no outlay of the cost.

That room would have

would have actually gone idle. Right?

So, you have planned it in such a way

that, you know, you have not you know,

you don't have any outlay of cash which

is happening, but at the same time you

have used the right influencer. Also,

all the people who are following this

particular travel influencer are

interested in travel. So, the effective

audience uh for your particular product

is the entire follower base of a travel

influencer.

Right? So, this actually helps. So, now

as I said, find an influencer who caters

to your industry. So, for a hotel, a

travel blogger works well.

What happens for a restaurant?

What kind of a social media influencer

would work well? Before I show it to

you, can I have quickly in the chat

section? For a restaurant, what kind of

a social media influencer should I

invite? Food blogger. Yes. So, I have

that

answer. So, thank you so much. So, uh

for a restaurant, it would be a food

blogger. Right? And basically, the idea

the entire goal is that you find

somebody who becomes relevant in your

particular industry, who is able to

create content around your business, and

whose audience is interested in what you

have to offer. Right? So, and that is

how you understand that for restaurants

it is food blogger, for hotels it is

travel blogger, for a for a product like

an automobile, right? That you've

launched in the market, it could be a

tech blogger. For a new brand of mobile

phone, it could be a tech blogger,

right? So, that's how you try to find

the right fit.

Very quickly, we'll talk about the three

Rs of influencer marketing, though we

have already talked about it, that how

do I ensure that I'm making the right

choice of the influencer? So, one is the

relevance, then I have the reach, and I

have the resonance. So, when I talk

about the relevance part of it, a

relevant influencer makes a relevant

content for your business. For example,

a food blogger for restaurant, a travel

blogger for a hotel, right? So, that's

the relevance part of it. Reach is

defined by the audience. So, if I want

more number of reach in terms of

effective reach, nano influencers and

micro influencers really work well. But,

if I also talk reach in terms of how

many people need to know about my brand,

you know, and I want to create as much

of brand awareness as possible, then a

mega influencer like Ronaldo and all.

But, they also come at a very high cost.

So, are you able to afford that cost?

And if yes, then we do that cost-benefit

analysis, the one that we did it on a

paper, we scribbled a few pointers to

see that what benefits we can get out of

it, right? So, that's the reach part of

it. And then, what is resonance?

Resonance is the level of engagement

that the influencer would likely make

with the target audience of your brand.

Are you resonating with my brand? Are

you able to talk about my brand? Are you

able to relate the two things together?

Are you able to engage the consumers to

your brand? So, all of these things

become important. And as I said earlier,

the goal, what is the goal? Is to find

someone,

the right influencer, who creates the

content that relates to your business,

and whose audience would be interested

in what you have to offer.

Okay, very quick points here.

So, when I

So, when I'm again, you know, looking

for the right influencer, the influencer

needs to have some authority in a

particular area. So, travel influencer

should post post about travel and should

be posting about food. Tech blogger

should be posting about tech. Fitness

blogger should be posting about fitness.

So, you have authority and expertise in

a particular area. One.

Second is a distinct following within a

specific niche. So, all the people who

are following these

specific social media influencers are

following this particular influencer

because of the expertise that uh they

have or a particular type of content

that they have, as we explained earlier.

Also, you know, a person who actively

engages.

So, a

uh you know, a nano influencer is the

one who would be engaging the most. A

micro influencer would also be doing it,

but the audience understands that as

soon as it is a mega influencer

or a macro influencer, either they will

not engage with the audience in terms of

what comments I'm writing or even if

there is an engagement, then there is a

PR team which is doing it and they

understand that no big celebrity is

replying back to their comment. Their PR

team is doing it even if they are doing

it. Though, there's not much of an

engagement happening over there. And

then, whether this particular content

that you're posting comes across as

authentic or not. So, sometimes what

happens is, you know,

when you're posting all good things, you

know, about all the brands, sometimes

there's a question on whether you are

being authentic in terms of your advice.

So, it is also advisable for the

influencers

to first test the products, you know,

themselves and if they really feel that

the product is good, for example, in

case of a fashion influencer, only then

they should be, you know, suggesting

certain things. Okay, sometimes what

happens is that this is what I

discovered while I was using this

particular cosmetic. So, try to use a

moisturizer before this, otherwise your

skin will become dry.

You know, so if you are posting

something like this, then it seems to be

more authentic rather than saying you

know all good things that you can just

apply it on your face and and this does

magic. So, instead of saying that, try

to sound more authentic in your content

so that whoever is buying a product on

your recommendation does not repent

later on.

Right?

Okay, so these are a few things that

I've already mentioned, so I'll quickly

escape this one.

And when you are signing contracts with

an influencer, you should be very clear

that what kind of a content that you're

wanting, how you want the brand to be

positioned. Do you want a product

review? Do you want to announce a

contest? How would you want the

influencer to use creative ways without

harming the brand? You know, all those

things can be mentioned in the contract.

How much of the payment you are making

to the influencer because especially,

you know, when it is not a free content,

you know, when you are making a payment,

then you would want to specify that in

the contract as well.

Okay, what do you see over here?

There's a heading, but do you understand

what we are seeing over here?

Again, I'm going to the chat section.

AI influencer, yes. What is an AI

influencer?

What is an AI influencer? AI content, AI

figure.

Okay, any other answers?

Okay. So, let me come to this.

Influencer content made by AI.

AI generated character. Okay. So, I

think mostly you have some understanding

of what is an AI influencer. Now, what

we are discussing now as a last part of

our presentation is that how this

influencer marketing has changed over a

period of time. Now, what you are seeing

over here are again influencers, right?

But, these are not human influencers.

These are the influencers who have been

generated by some AI platform.

Right? And then these influencers are

being used to promote a brand.

Now, since they are not human

influencers, so they are managed by some

company. They are managed by somebody

and they are actually signing deals with

the brands in order to promote certain

brand content.

Now,

okay, let's talk about so they these are

AI generated influencers.

So, as I was saying that a virtual

influencer is a computer-generated

character and is designed to interact

with and engage with the audience on

social media platforms. Now, what we do

understand is that they are not human

beings. They are AI generated, but then

this is how things are changing and when

we talk about the cost component of AI

influencers, in the last class, you

remember in the last session, I told you

that we will be designing now as a part

of this particular class, you know, in

after two three slides, our own AI

influencers for our brands.

So, whenever I feel that I don't even

have any money to pay to any social

media influencer,

I always have an option of designing an

AI influencer

and then using that AI influencer to

endorse my products, my brands and

create some content which I can use for

promotion on my social media platforms.

So, for people who do not have enough

money, they can use it, but as I said

that this is also how this influencer

landscape is changing over a period of

time. I'll show you a particular example

where,

you know, even those brands which do

have a lot of money are using AI

generated influencers or virtual

influencers.

Okay, so again, as you can see here, the

role of a virtual influencer is very

similar to that of a human equivalent.

That is promoting the products. And they

can also engage the customers in an

amazing way, right? You can also do a

lot of consumer engagement activities

using virtual influencers. We did a lot

of examples in our last class about

consumer engagement. Those same examples

can be done using AI influencers also.

And have a look at this thing. According

to Statista, 35%

of American consumers purchased a

product or service in 2022.

Right? So, things have changed after

that also, but even in 2022, 35% of

American consumers had purchased a

product after a virtual influencer

advocated for it. A significant figure

given the relative infancy of this

technology. Which means that if we feel

that a virtual influencer promoting a

product will not be bought by the

consumers because they will know that

this is a consumer or a

computer-generated character,

you know, no. They the consumers are

still [clears throat] buying the product

which are being promoted by AI

influencers.

One of the first few mega influence AI

influencers that we can talk of is

you know, Magalu, who was actually

conceived as a digital sales person for

a Brazilian e-commerce site.

Magazine, right? And she was an animated

and computer-generated character. And

she, you know, and she was the very

first one in 2000s, but not actually

used in the context of the virtual

influencers which are used on social

media platforms these days. Now, a

benefit of the

the virtual influencers is

that they are available

more

in terms of their availability as

compared to the human influencers. So,

let us assume a situation where I want

to sign a contract with a human social

media influencer, go to him or her and

want to sign a contract with him or her

and that person tells me that right now

I am doing engagements with 10 more

brands, so probably I'll be able to make

some content for you after 10 days.

Right? So, there is a non-availability

of a human

influencer, social media influencer.

On the

contrary, because this particular type

of influencer, that is a virtual

influencer, is generated by a computer,

also the kind of content that you'll be

posting using a virtual influencer will

be generated using a computer. So, there

is more availability available, right?

So, they these are not people who would

get exhausted or they which cannot be

worked with, you know, 24/7.

They are more available in terms of

designing of the content. Now, having

said that, it is also important to

understand a few aspects over here. I'll

want to show you here, you know, a few

things. If

you know, if you have a look at this

thing, so what I'm showing you right now

is Kyra and Kyra is the first social

AI-generated

influencer or the first virtual

influencer of India. Do you see how she

looks?

Right? And you can see that what is her

following on the social media platform.

So, I'll just quickly show you

the type of products that she has been

endorsing on her Instagram handle. So,

the very first one that you are seeing

over here is a sun protection lotion

that she is endorsing and for a brand

like Have you Have you Are you able to

see the brand?

Okay, so this is a basically Wow

Science,

which is one of the top brands in India.

So, it is not that Wow Science doesn't

have the kind of money which is required

for endorsing on the social media

platforms. They do have the money

and they have paid the money you know to

this particular platform which manages

this virtual influencer Kyra and they

have made the payment to do the

endorsement. So big brands are also

using virtual influencers. Have a look

at this one now. A giveaway contest that

we were talking about that you announce

a contest using a social media

influencer. The same thing can be used

using a

virtual influencer also. So Kyra has

introduced a contest that you enter into

this contest and this is the phone that

you can win. Right? So all the

strategies that we discussed earlier

about the social media influencers who

are the human influencers, the same

strategies can be used for a virtual

influencer also.

Very quickly we will now see something.

I just hope this works for you. All of

you please take out your phone

and scan this thing. I want you to see

one of the ads

which is

used

for this American Tourister bag

using the virtual influencer of India

that is Kyra.

And once you are watching this, please

notice the number of likes and comments

that you have on this post

and notice the word paid partnership in

this Instagram ad. Where I said now that

there has to be a transparency in terms

of that this ad is sponsored. So just

see all of you. Can you just quickly

scan it? I'll also try and scan it along

with you.

I hope this is going to work

for you in Indonesia.

Are you able to see the content?

The video?

>> Yes, ma'am. Yeah, I got

>> Yes, ma'am.

>> Yes, please have a look at it. That how

a virtual influencer is used to make

an ad for the American Tourister bags.

Do we see the number of likes and

comments which are again huge?

And there are

terms like paid partnership which are

used again for

endorsing the product.

Right? So, this a little glimpse of how

the virtual influencers can be used to

uh promote the products again, right?

Can I move on from here?

Okay.

Now, this is another example of a

virtual influencer, a very famous

virtual influencer called Imma.

Uh and she has

she's basically a Japanese uh

virtual influencer.

Now, with this what I'm trying to

explain to you is one thing.

A business model that all of you can

also use, right? A free business idea.

So, let me say that now, you know,

there's one exercise that we are going

to do where we'll be able to design our

virtual influencers.

Let me say that I want to use it as a

business model and make some money from

it. I'm a creative person. I use

generative AI to design some

um virtual influencer for myself. Now,

when Imma as a Japanese virtual

influencer was designed, she was given a

very specific look that she needs to

have a pink color bob hair.

And that is what she looks like over

here, right? As you can see that you've

given a very particular look to your

virtual influencer and that is how she's

recognized also that she's Imma and this

is how she looks like. Now, once you

design your own virtual influencer, give

a proper look to it that this is how the

hair should look like and he could be

any of the gender, he or she.

Right? And what you can do is get it

registered.

Right? And run a business model with it.

So, what basically typically a free

business idea that I'm giving from my

side is that if you're able to design a

virtual influencer after giving a lot of

iterations of how he or she should look

like and this is

and this is the kind of ethnicity and we

will see how we can define all those

things. Then you can get it registered.

You can run your business as a creative

agency. Over a period of time build a

follower base of your virtual influencer

till the time the company start

approaching you, the brand start

approaching you for doing some brand

endorsements for them. So with your

registered virtual influencer, you can

actually run your creative agency, your

marketing agency where the brands can

start approaching you for the various

brand endorsements that you are doing.

There are certain hands which are

raised, I can see, but probably I would

want to take up questions about that,

you know, later on.

Right?

Okay.

So, yeah, moving on from here.

A big question that people have been

asking about is the authenticity of the

virtual influencers, which is partially

right. Because a social media influencer

will tell you that this product is

working well, this is not working well,

but when you talk about virtual

influencers, they are programmed in a

particular way. So you they are

computer-generated characters and

whatever you know, content you're making

is already defined by somebody. So

people do question, are they authentic?

Do they look authentic? Do they give

authentic advices? So this is how

typically, you know, a virtual

influencer looks vis-a-vis a human

influencer.

Right? So some people feel that they are

not real. Human influencers look more

real, they give more realistic picture,

but as you will see, you know, over a

period of time the generative AI has

also become capable of producing

human-like

virtual influencers, right? So they can

actually look more human-like, but yes,

in terms of the authentic

feedback or product reviews or the

content that they're talking about, that

still is a questionable thing and

therefore anybody who's running a

marketing agency and actually using

virtual influencers to endorse a brands

should responsibly

take care of the fact that the brands

are doing well and they are giving

authentic content out there. Otherwise,

the virtual influencers would come, you

know, would have a little question mark

attached to it. So, that's the learning

that we get from there. That they can

actually start looking more authentic

only when they are taking up those

endorsements and

uh

you know, the brand promotions which are

more authentic and which will be uh safe

for the consumers to use.

Okay. Now, the last part before we start

with our last exercise here.

Now, how this coming of the metaverse is

going to change this entire landscape of

influencer marketing. If you remember in

the last session, I talked about

marketing 6.0, right? So, the current

stage is marketing 5.0 where we're

talking about building customer

experiences. And I said that people have

already started talking about marketing

6.0 where we say that the future is

immersive. And when we say that the

future is immersive, there's going to be

a lot of stuff which is going to happen

in the metaverse. Now, there are already

experiments that the brands are doing,

you know, in terms of how the metaverse

environment is going to look like. Some

companies have already started having

meetings in metaverse. Some people are

already doing some shows in metaverse.

What I'm showing to you over here is

something which happened, you know, in

2020 at the time of uh in fact the COVID

lockdown which was there, I remember.

So, there was this

and there is still is this popular game

which is called as Fortnite. Uh anybody

who's heard about the Fortnite game?

Maybe some youngsters would know. They

would have played it probably,

you know, some four five years back.

I'm having a look. Yes. So, some people

are aware of the Fortnite game, right?

So, now what happened is that this is a

performer, Travi- Travis Scott,

who had performed in the metaverse

environment of Fortnite game, a

particular concert. So, there was

lockdown which was there. Nobody was

going out. There was a quarantine

period. Everybody was locked at their

home, right? Because of the COVID

which happened. So, Fortnite basically

designed a metaverse environment where

Travis Scott had actually connected. He

was sitting at at home doing all this

concert and then all.

This is how it look like in as a part of

the Fortnite game. And people who were

watching this particular show could

actually could actually experience it

like this instead of actually going to a

particular show and witnessing Travis

Scott performing on the stage. This is

how they witness it in the metaverse

environment. And this is something that

happened in 2020. So, when metaverse

actually, you know,

undergoes a lot of experimentation, a

lot of metaverse environment would

actually look more real-like. This was a

part of the gaming environment and that

is how it looked like it.

Uh now, what it means for the field of

influencer marketing is that that we can

see a lot of changes which are

happening. Now, let me say that I am a

person who follows a food blogger,

right? Because I'm interested in cooking

recipes and making food at home. Now,

with the coming of metaverse, what would

be possible is that a particular food

blogger is cooking the dishes at his or

her home in the kitchen.

And I'm a follower who's following this

particular food blogger. And if I am in

the metaverse environment, it would

exactly feel as if I am sitting in the

same room as the room in which the food

blogger is cooking the food. So, now

it's going to be a more real experience,

more real experience

for me to be seeing and witnessing that

content which is being made and recorded

at the same time. Also, being able to

engage with the food blogger where I'll

say something and that person would

reply and it would almost feel like as

if we're sitting in the same room. The

same way and probably you would have

seen some videos where, you know, people

from different locations of the world

feel that they're sitting in the same

meeting room and attending the meeting.

So, these are certain things that we

will start seeing. How finally or how

exactly it is going to look like is

something that we'll get to know only in

the future, right? So, these are a few

changes that we can expect going

forward.

So, that's all for this entire thing

that how, you know, influencer

marketing, the selecting the right

influencer, how the field is changing by

the coming of virtual influencers, and

how how it is expected to change after

the coming of the metaverse,

uh you know, and uh the field is still

an evolving field. We are seeing a lot

of uh stuff happening with virtual

influencers.

Uh and this is what we are going to do

in the next 10-15 minutes now.

Uh so, all of you please keep your

phones ready. Uh if you have your

laptops, better. And I'll just quickly

show you first what we are going to do.

Uh are we ready for the next phase of

this exercise? Right? In the meantime,

these are my details.

Uh my email ID, you can connect with me

on LinkedIn, and uh give me any feedback

that you want to give. If you might want

to ask certain questions at some point

of time, most welcome to write to me.

And um

that's how we can also be connected.

Yeah?

Okay.

Now, allow me some time to take you

through this thing. You remember we saw

something like this in the last class?

Right? How would marketing be different

with generative AI, and where generative

AI platforms are helping you to create

some content. And this is what my

students have created, right? After a

lot of iterations, of course. Right? So,

the the first and the third picture

shows you a perfume ad, which has been

made by my students as a part of a class

activity. So, we did that activity for

about 1 hour in the class, after which

we had the final

uh promotion ad and I'll show you maybe

a couple of more.

Right, these are also the ads. So,

something for the guitar, something for

the traveling

you know, essentials including suitcases

and other bags and shoes also. So now,

this is what we are going to design.

Are we ready with our going to put my

chat section open so that I know how you

people are interacting? Right, I'll give

you a few instructions. Keep your phones

Are you have your phones and laptops

handy? Give me a thumbs up yes so that I

can start with instructions.

Okay. So, this is something similar that

we are going to design now.

Okay, now I will do one small exercise

with you.

Right? Because we need to do a common

exercise and after that you can do it

with any other product. We are going to

design a social media ad. Right, you can

also design a print ad later on. And we

will add a few elements over it and then

we will see that how a virtual

influencer can also be used as a part of

that ad. Let me say that I have a

particular product which I want to

promote on social media. I want to use a

virtual influencer to promote that

product and I want to design the product

in a very nice way. Right, so I will

typically you know, give you certain

prompts. Prompts are the instructions

that we give on the generative AI

platform in order to design some

content. So, all of you can try doing

this. I will do it with a brand of

protein shake.

Right? I think last time also I did it

with the protein shake because now I

know typically that what the generative

AI platforms would produce. So, it

becomes easier for me to follow that and

then we can do it with any other

product.

Okay. So, what we are going to do is you

are going to use either Gemini

or Meta AI.

If none of these, then the third option

is ChatGPT. Okay, not a preferred option

for me, but the third option is ChatGPT.

but otherwise Gemini or Meta AI. Do we

have access to this either on your

phones or on your laptops? Are we ready?

Okay.

So, please listen.

We are going to make an ad, and this

will not be made in one step. There will

be at least five, six steps that I want

to tell you. And obviously, there are

much more things that we can do, but at

least I want to give you one basic.

So, there is a brand of protein shake

that I want to advertise on social

media.

So, when I'm trying to make an ad, the

very first prompt that I'll give to the

generative AI platform, whether it is

Gemini or Meta AI, just write down that

please prepare a social media ad

for a brand of protein shake

using a virtual influencer. A very

simple instruction, and we will see what