Social Media usage in India rose by 44% during the Lockdown (28th March to 3rd April) as compared to a pre-lockdown week in January and February, according to a study by Neilsen and BARC (Broadcast Audience Research Council, India). So, leveraging social media influencer marketing can have huge payoffs.
In fact, in a recent report,
65% of marketers shared that influencer marketing has helped in increasing brand awareness and recall.
As per a recent survey by Numr Research, 57% of urban Indians now follow Social Media Influencers.
Surprisingly, 58% men reported that they follow influencers online compared to 56% women. In terms of urban cities,
52% respondents from Pune follow Influencers compared to 64% respondents from Hyderabad who claim the same.
61% of Gen Z reportedly follows Influencers. This number was 56% for Millennials, 60% for Gen X and a meagre 36% for Baby Boomers.
SOCIAL MEDIA PLATFORMS
More men selected Instagram, YouTube and Facebook where as more women follow Influencers on Pinterest and Blogs/Websites.
Millennial and Gen X chose YouTube as the top platform that they use to follow influencers. Comparatively, Gen Z chose Instagram.
Higher Income Indians selected YouTube as their top platform whereas lower income Indians selected both YouTube and Instagram.
HAVE YOU EVER BOUGHT SOMETHING ADVERTISED BY SOCIAL MEDIA INFLUENCER?
Majority, 66% respondents claimed that they have been influenced into buying things, 25% said that they haven’t, and 8% chose ‘Can’t say’.
HOW OFTEN DO YOU BUY PRODUCTS SUGGESTED BY A SOCIAL MEDIA INFLUENCER?
The majority 50% respondents reported that they ‘Sometimes’ buy products suggested by influencers. 39% reported that they ‘Frequently’ and 11% said that they ‘rarely’ buy suggested products.
44% women said that they ‘Frequently’ buy products advertised by influencers whereas 36% of men reported the same.
Older Indians buy advertised products more frequently than younger Indians.
52% respondents aged 40-55 reported that they ‘Frequently’ buy products suggested by Influencers whereas only 34% people below 40 reported the same.
WHAT DID YOU BUY?
As per the survey report, most respondents bought Electronics, followed by Accessories, and Consumer Products.
Electronics (59%) emerged as the top category of products bought by men. Comparatively, the top product women bought was ‘Accessories’ (50%)
All age groups reportedly bought ‘Electronics’ the most. However, the second most bought items were Accessories for Gen Z (48%) and Millennials (50%) and Consumer Products for Gen X (43%)
WHAT PEOPLE BOUGHT FROM WHICH PLATFORMS
Most respondents bought Electronics (65%) and Accessories (59%) under the recommendation of an Influence on YouTube.
For Services, influencers were most successful on their own Websites and Blogs.
But, for Art and Consumer Products, influencers proved to be more persuasive on Pinterest.