iWorld

Brands engage with Twitter influencers to reach out

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/internet-images/2014/04/25/gul.jpg?itok=tYNhJoVX

MUMBAI: According to the Internet and Mobile Association of India (IAMAI), as of March 2013, Twitter had 33 million users across the country. An Economic Times report said that Twitter is eyeing India’s over 500 million mobile consumers as potential users, given that its service can be used on feature phones.

With statistics like that, no wonder brands are milking the popularity and reach of the micro-blogging site, albeit through people called ‘influencers’.

Earlier this month, a national dairy brand created a Twitter splash with the help of 50 influencers, with the campaign being the most talked about at the time. Similarly, Mahindra has identified an ‘influencer’ for its SuPer Milo in actress Gul Panag, who connects with the brand at many levels and campaigns regularly on Twitter.

So, who are these influencers whom brands are increasingly seeking out in order to grow their consumer base and widen their reach?

Social Wavelength joint CEO Sanjay Mehta says that there are three types of influencers. Firstly, the celebrity kinds, who may generate influence across many different areas and people; secondly, subject matter influencers, who are domain specialists and wield influence in specific categories such as automobiles or gadgets or fashion; and thirdly, peer influencers, who may not fall in the first two categories but have good influence over a sizeable group of tweeple (people on Twitter) who interact with them.

Mehta points out that of late, several brands have been engaging with influencers, in big or small ways; be it getting influencers to talk about their new mobile phone or getting them to initiate a tweetinar (a seminar on Twitter) on a topic of relevance. “At the end of the day of course, it is about getting engagement with the influencers, and through such engagement, managing to get an amplification of the brand via the wider network reach of the said influence,” Mehta explains.

A common perception among social media enthusiasts is that Twitter influencers are those who have a huge follower base. While FoxyMoron co-founder, director – new business Pratik Gupta, is of the view that while this is a crucial criterion and an influencer must have at least 1,500 followers, other factors too need to be taken into consideration. “The brand must select an influencer whose opinion and tone is in sync with the brand philosophy. The content tweeted must be consistently of good quality and at the same time, be memorable and valuable. Also from a brand perspective, it is important to ensure that the chosen influencer has not endorsed a competitor in the past. The final criterion one must look out for is dedication; the influencer must regularly and religiously tweet in order to keep his/her followers intrigued,” says Gupta.

For instance, for Maybelline New York India, Foxymoron identified a core group of influencers and called them the ‘Beauty Brigade’. This was done in order to create better products and a unique identity in a highly competitive market. Members of the brigade were the first to receive product samples and hear about contests. They played a major role in promoting brand awareness and product loyalty.

Gupta says that these days, brands engage with influencers in different ways including product sampling, reviews on blogs and DIY YouTube tutorials. Influencers give their opinions in the form of reviews and connect with their followers on a personal level. So, they tend to gain the trust of their followers apart from adding advocacy to brand campaigns. “They support the brand by enabling it to tap into their own fan base. Every consumer then becomes a potential word-of-mouth marketer, which is one of the biggest benefits to the brand. This becomes a win-win situation for the brand and the consumers”, explains Gupta.

That said, most brands are not very open about engaging with influencers on social media. And still, part of the success of the brand on Twitter campaigns definitely goes to its influencers!

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/CSS.jpg?itok=tJPkR1_F
Four telcos will emerge from India consolidation, predicts CCS Insight

MUMBAI: On 27 June, global analyst firm CCS Insight announced the launch of its new report focused on the development of the Indian telecom industry.

iWorld Telecom
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/uday.jpg?itok=oQMkP4WX
SonyLiv partners Pocket Aces, brings Filter Copy & Gobble originals

MUMBAI: Underlining its commitment to provide the best entertainment experience, SonyLiv, the digital video entertainment platform of Sony Pictures Networks India (SPN), has announced a strategic partnership with Pocket Aces. With this partnership, latest content including iconic short videos from...

iWorld Video On Demand
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/FACEBOOK.jpg?itok=gF_7AghB
Facebook plans to stream sports, comedy, reality & gaming TV series

MUMBAI: Cable cutters never had it this good. Now, a broad range of streaming services is available on all your devices, including those that offer live TV.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/555552.jpg?itok=_HpT-Ous
Opera TV tieup: ALTBalaji to be on smart TVs, Blu-rays & STBs

MUMBAI: OTT business in India seems to be a game of good yet reasonable content in the most accessible form. ALTBalaji, a digital platform for exclusive and original shows from India, has announced its content availability on Opera TV. This means that all Smart TVs, Blu-ray disc players and set-top...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/24/cyber-crime_0.jpg?itok=p19GYTc3
Govt gets active against cyber child porn

Considering the growing menace of cyber crimes targeting children, child victims of cyber crimes can now lodge their complaints at National Commission for Protection of Child Rights (NCPCR)’s POCSO e-box.

iWorld eNews
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/24/Chu-Chu-Story.jpg?itok=nDbnPlmG
ChuChu TV on YouTube records 10m subs with 154 kids videos

MUMBAI: A YouTube channel seems to be creating wonders with kids rhymes, and it is getting wonderful views and reviews and clicks! ChuChu TV, an Indian YouTube channel for kids, gives a positive spin to original nursery rhymes.

iWorld Video On Demand
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/24/Alok_Joshi-Didar_Singh.jpg?itok=s5gDyJvc
Industry & govt need to jointly tackle risk of info & cyber insecurity

NEW DELHI: The National Critical Information Infrastructure Protection Centre (NCIIPC) safeguarded 300 establishments in India from the recent worldwide cyberattack by the WannaCry ransomware.

iWorld eNews
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/ott.jpg?itok=7CK0erzu
How do viewers engage with OTT videos

Akamai Technologies, a cloud delivery platform, has released new research demonstrating how quality of video resolution and playback affects viewers' engagement with and loyalty to over-the-top (OTT) video streaming services. Conveyed through advanced biometric measurement tools including facial...

iWorld Video On Demand
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/SonyLiv.jpg?itok=oMlb-wKy
SonyLiv's content mirroring contemporary trends key differentiator, says Uday Sodhi

MUMBAI: Lives today are a rigmarole of never-ending deadlines, household chores, family commitments and work life pressures. This cyclical orchestra of mounting pressures and waning pleasures leave an indelible impact on modern day relationships. With its focus on compelling storytelling that...

iWorld Video On Demand

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories