“Influencer marketing is a powerful complement to traditional advertising methods”: Vinay Singh

“Influencer marketing is a powerful complement to traditional advertising methods”: Vinay Singh

Influencer marketing has evolved significantly in the Indian television industry

Vinay Singh

In the dynamic landscape of the Indian television industry, the evolution of influencer marketing stands as a testament to its transformative power. From its nascent stages of brand endorsements to its current role as a driving force behind performance marketing strategies, influencer collaborations have reshaped how television networks and production houses engage with audiences. In this era of digital connectivity and evolving consumer behaviours, the synergy between influencers and television programming has become indispensable.

Digixpressions, a digital advertising and marketing solution. With a dynamic approach fueled by a vision for business growth, Digixpressions offers a comprehensive suite of services ranging from digital intelligence to branding assistance, MarTech, and hyperlocal solutions. Specializing in Fintech, E-commerce, banking, and Edtech, Digixpressions boasts an impressive clientele including RBL Bank, Shrekhan, ICICI Bank, UpGrad, Angel Broking, and Kotak Securities. Founded by Vinay Singh and Saqib Khan, Digixpressions has rapidly grown in less than five years, with a team of over 100 professionals serving more than 50 clients across 10 sectors. Their pragmatic approach focuses on tailored solutions, leveraging years of expertise to deliver measurable results and build digital prominence for partners.

Indiantelevision caught up with  Digixpressions co-founder  Vinay Singh to talk about the intricacies of this symbiotic relationship, exploring trends, successes, challenges, future prospects and much more…

Edited excerpts

On influencer marketing has evolving within the Indian television industry, particularly in the context of performance marketing strategies

Influencer marketing has evolved significantly in the Indian television industry, especially performance marketing. Initially, influencer collaborations were primarily focused on brand endorsements and product placements. As the industry became more data-driven, influencers played a pivotal role in driving specific performance metrics such as viewership ratings, engagement rates, and digital subscriptions. Television networks and production houses now strategically partner with influencers to amplify promotional campaigns, boost audience engagement, and ultimately enhance the performance of their shows or channels.

On the trends that you have observed regarding integrating influencer marketing into performance marketing campaigns in the Indian television landscape

One prominent trend is the shift towards micro-influencers with a more targeted and engaged audience base. Television networks are increasingly collaborating with niche influencers who cater to specific demographics or genres relevant to their content. Additionally, we have seen a rise in influencer-led content initiatives where influencers create exclusive behind-the-scenes content, interviews, or interactive experiences to drive viewer engagement and tune-in. Moreover, there is a growing emphasis on data-driven influencer selection and campaign optimization to ensure maximum impact on performance metrics.

On digital assistance platforms shaping the future of influencer marketing in the Indian television sector

Digital assistance platforms are poised to revolutionize influencer marketing in the Indian television sector by providing new avenues for content distribution, discovery, and engagement. Influencers have unique opportunities to reach audiences innovatively with the increasing adoption of voice assistants, smart devices, and interactive TV platforms. We anticipate collaborations between influencers and digital assistance platforms to facilitate personalized content recommendations, interactive viewing experiences, and seamless branded content integration within entertainment ecosystems.

Can you share examples of successful influencer marketing campaigns in Indian television that have effectively boosted performance metrics such as viewership, engagement, or brand awareness

Amazon India has collaborated with various influencers, including actors and YouTubers, to promote their products and services, boosting sales and brand visibility. Myntra, a leading fashion retailer, has partnered with influencers to create engaging content, enhancing brand engagement and awareness. Flipkart, another major e-commerce platform, has utilized influencers to promote its products, strengthening its brand presence.

At Digixpressions, we have multiple eCommerce,BFSI brands, which have  achieved performance from influencer marketing. We have set up the right KPI, delivering both around brand visibility and driving a relevant set of traffic, which has been helping in end-funnel clients directly with the brand.

On influencer marketing complementing traditional advertising methods in the Indian television industry

Influencer marketing is a powerful complement to traditional advertising methods, which adds a layer of authenticity, relatability, and personalization to promotional efforts. While traditional ads convey brand messages to a broader audience, influencer collaborations enable brands to connect with consumers more personally and hence increase the chances of achieving sales.

On the challenges that you foresee in implementing influencer marketing strategies within performance marketing campaigns for Indian television shows or channels

To maintain authenticity and credibility, one challenge is ensuring alignment amongst brand values, content tone, and influencer persona. Additionally, measuring the direct impact of influencer marketing on performance metrics such as viewership or subscription rates can be challenging due to the complex nature of audience behaviour and consumption patterns. As the influencer landscape becomes more saturated, identifying the right influencers who resonate with the target audience and deliver tangible results poses another hurdle.

On the importance of data-driven decision-making in influencer marketing initiatives within the Indian television space

Data-driven decision-making is significant in influencer marketing initiatives within the Indian television space as it enables television networks and production houses to identify the most relevant influencers, optimize campaign strategies, and measure performance accurately. By leveraging data analytics tools and audience insights, stakeholders can make informed decisions regarding influencer selection, content optimization, and resource allocation to maximize ROI (return on investment) and achieve campaign objectives.

On the role of AI and automation in optimizing influencer marketing efforts for Indian television programs or channels

AI and automation can potentially revolutionize influencer marketing efforts by streamlining campaign management, content creation, and performance-tracking processes. AI-powered algorithms can analyse vast amounts of data to identify high-potential influencers, predict audience preferences, and optimize content strategies in real-time. Automation tools can facilitate seamless collaboration, content distribution, and campaign monitoring, thereby enhancing influencer marketing initiatives' efficiency, scalability, and effectiveness.

On Indian television networks or production houses measuring the success of influencer marketing campaigns in terms of performance metrics and ROI

Indian television networks or production houses typically measure the success of influencer marketing campaigns by tracking key performance metrics such as viewership ratings, audience engagement, social media impressions, website traffic, and conversion rates. ROI is evaluated based on the incremental impact of influencer collaborations on these metrics compared to baseline performance or benchmarks. Advanced attribution models, tracking pixels, and analytics platforms often attribute conversions or actions directly to influencer-driven touchpoints and calculate the return on investment.

On anticipating influencer marketing strategies evolving to adapt to the changing dynamics of digital assistance platforms and emerging technologies in the Indian television industry

We anticipate influencer marketing strategies to evolve, by prioritizing personalized, interactive, and immersive experiences for viewers. Influencers may leverage voice-enabled content formats, augmented reality experiences, and AI-powered chatbots to seamlessly engage with audiences across digital assistance platforms. Additionally, we expect deeper integrations between influencer-driven content and smart TV ecosystems, enabling viewers to interact with branded content, make purchases, or access exclusive experiences directly through their devices.