Digital Commerce is exploding, tools for making content are everywhere, and influencer marketing is hotter than ever. Brands have a ton of options for teaming up with creators.

But in this sea of choices, it's all about being smart with where you invest your budget. 🙌

What we are covering on today’s issue:

• Understanding the Creator Economy & Budgets 🤑

• Finding the Right Creators 🧐

• Discussing Budget Allocation 💸

• Nykaa & Blanko: Influencer Campaign Case Study 🤓

A Quick Message from Team Spreadd 🙌

Hey Brands,

You've got goals, and we've got the means. You've got a vision, and we've got the strategy. You've got the budget, and we've got the capability.

The only thing missing is our collaboration.

So why not take the leap of faith and dive in? Spreadd is here, ready to be your influencer agency partner.

We are waiting for you on the other side,

Team Spreadd.

Hunting Creators for Your Next Campaign? Let's Talk Money! 🤑

You know what's mind-blowing?

YouTube alone added a whopping 16,000 crores to India's GDP!

Now, if you're a brand, that should have you jumping for joy. Why? Because we're smack dab in the middle of a digital content revolution, and guess who's leading the charge? Creators, my friend.

They're the ones driving the show, and like Shakira’s hips - numbers don't lie.

In India, influencer marketing is set to rise by 25% in 2024, reaching Rs 2,344 crore, and is expected to grow to Rs 3,375 crore by 2026.

That's some serious growth!

And brands are out there in this crazy landscape, trying to make sense of it all.

But to thrive; you've gotta get smart about where they put their money. So, how can brands make sure they're spending their cash wisely in this creator-driven world? That's the million-dollar question we're tackling in this piece.

Now to nail it in the creator game, brands need to grasp what makes this world go round.

Investing into Influencers - Smartly! 😎

Alright, let's break it down: 

In the creator economy, influencers and creators fall under different categories differentiated based on their following and reach.

Influencer charges also depend on these factors:

• Consider the platform they use.

• Decide on the type and quantity of posts.

• Think about the influencer's effort level.

• Determine where the ad will be promoted.

• Keep an eye on agency fees, if applicable.

Each group brings something different to the table. So, brands should divide up their budget to cover all bases. By teaming up with creators of different sizes and specialities, you can cast a wider net and hit those specific audiences that match your target market.

It's all about finding that sweet spot.

Know Your Platforms Before Investing 🧐

It is undoubtedly important to know how much budget you need based on the social media platform - what type of content you’re going with - and of course, knowing which works the best?!

Let’s hop on to the numbers to get a better picture!

Average Charges of Influencers on different platforms? 💰

Charges in INR…

Note: The costs associated with content creators can vary greatly depending on the field they specialize in. Creators in certain niches often charge higher rates, while the provided costs represent general D2C creators.

But what works best? Let us clear up some of the most common questions…

What type of creators to choose? 🤔

While choosing a bunch of creators depends on the overall budget, some common factors to see before choosing a creator includes:

• Relevance to Your Brand

• Demographics & Audience Insights

• Previous Works & Collab Projects

• Creative Value & Profile Voice

• Track Record & Analytics

What type of content to go for? 🤔

How do we decide what’s gonna work best? Should we ask the creators to post stories? Or make a reel? Will a YouTube Shorts bring more leads or just a story from some mega creator will suffice?

Well, we all are quite aware that short video format is ruling the current social media game. But again, things work differently for all of us. What worked for some might not work for you and vice versa! 

Experimenting is always great, but stay versatile—balance your budget across platforms and different content types! It's important to consider your brand's stage of growth before diving into sales-driven campaigns. Opt for longer-term creator collaborations for brand marketing and carefully choose who you collaborate with accordingly!

And of course, we can always learn a thing or two from the biggest players in the game…

Let's have a look at the Nykaa's Clay it Cool Campaign, where every move was a masterstroke in budget allocation 💯

Campaign’s goal: Create awareness of the “Clay It Cool” mask range, drive product sales and boost revenue.

• Nyka invested strategically in influencer marketing, forming solid, long-lasting partnerships with influencers who truly embodied the brand's vibe.

• And when it came to engaging their audience, Nykaa knew exactly who to pick: female influencers with a modest following under 500k from the fashion and beauty niche.

• With influencers like Malvika Gupta, Debashree Biswas, Neha Chatlani, and Khushnaz Ashdin Turner, Nykaa's reach skyrocketed to over 3 million in just 2 days!

Plus, with a media value pegged between Rs 5-7 lakh, the ROI was off the charts.

About 47% of brands preferred driving influencer campaigns with nano and micro influencers - creators with 100 to 100,000 followers - due to lower cost per reach, the report noted.

Each social media platform has its own vibe, right? Like, Instagram's all about visuals and lifestyle and beauty while Twitter's more about quick bites of info and finance. You have to see which platform aligns with your product or service. Like Nykaa knew their turf is Instagram so they doubled down on it. 

Besides working with influencers, brands will have to invest in content creation.

Here’s how Blanko played their Influencer marketing game 🤩

Within just 3 months, Popstar King's Blanko brand, in collaboration with Raj Shamani’s House of X, achieves a monthly revenue of Rs1 crore.

This is how they did it:

Multi-Platform Approach:

YouTube: Blanko invested in YouTube for longer-form content. Here, they showcased product tutorials, grooming tips, and behind-the-scenes glimpses.

Instagram: Instagram served as the visual hub for Blanko, featuring lifestyle imagery, user-generated content, and product showcases.

Influencer Collaborations:

Blanko partnered with influencers across platforms to amplify its reach. These collaborations ensured diverse content creation and resonated with specific audience segments.

Customized Campaigns:

Blanko celebrated festivals and cultural moments on Instagram, connecting with users through culturally relevant content.

Seems like content distribution is important whether it is an e-commerce brand for all things fashion and beauty or if it is a luxury perfume brand!

But the question still remains…

Where do you Find the Right Influencer- Vision, Value and Budget Friendly? 🤝

One option is to team up with influencer agencies. They've got the know-how, tools, and connections to match you with the perfect influencer for your budget.  But some agencies can be like hidden fees on your phone bill, slapping you with up to a whopping 40% commission on top of the influencer's fees, bonuses, and who knows what else! 

So what you need is your marketing budget should work smarter, not harder. With Spreadd you'll get exactly that!

Ace your influencer campaigns with our top creators like a pro with Spreadd!

Let’s Reinvent great content together!! 🙌

We hope our issue gives you fresh insights into the Indian Creator Economy!

Are you planning your next brand campaign? Let us help you Spreadd Your Story!

Let’s pair you with top creators and craft unforgettable campaigns together — all in one place.

Wait no more! It’s time to spread your wings and fly high! 🚀

We are waiting for you on the other side,

Team Spreadd.

Thanks for reading this issue of The Brand Advocate, we are bringing you hand-crafted marketing insights from the world of startups and businesses and delivering them straight to your inbox, every Thursday.

See you next week,

Team Spreadd