Brands are looking for results, and in recent years, Influencers have become their no. 1 asset. As brand strategies get more and more data-based, the choice of the right influencer for brand campaigns becomes essential. With various creators spread across different niches, brands need a concrete influencer marketing framework to determine which collaborations work for their campaigns. And this is where the famous 3 R’s of influencer marketing, Relevance, Reach, and Resonance, play an important role.

From learning the basics of influencer marketing to building a brand campaign to collaborating with influencer marketing agencies in Mumbai and worldwide, this three-point system will help you make more informed decisions and have a greater impact.

This influencer marketing guide will help you understand each “R” better and how the science of influencer marketing functions for brands in India to design successful influencer campaigns in 2025.

What Are the 3 R’s of Influencer Marketing?

Any influencer marketing strategy used worldwide can escape these 3 Rs: Relevance, Reach, and Resonance. Each “R” helps brands understand whether an influencer is the right match for their campaign or not.

Let’s break them down.

1. Relevance – The Foundation of Every Influencer Campaign

In simple words, relevance in influencer marketing means that the creator’s online personality aligns with the brand’s voice; hence, the influencer is relevant to the campaign. It also means that their audience demographic matches the brand’s. It is the heart of the influencer marketing model. 

Why Relevance Matters

• It ensures your message reaches the “right people”.
• Audiences trust creators who talk about topics related to the product.
• Authentic collaboration increases conversion rates.

How to Measure Relevance

Content style: Does the creator’s niche match your product? Does the tone of the content match your brand’s voice? What kind of image does the creator portray online? And does it match your brand?

Audience demographics: Age, location, and gender are critical for influencer marketing for brands in India. Targeting the right demographic is essential.

Engagement quality: Do they only get likes? Or do they engage with the community? Is the community loyal and tight-knit?

Past brand collaborations: Have they done similar work prior to this? Are they consistent with your industry?

Example of Relevance

Nykaa, targeting urban Gen Z women, found more success collaborating with Gen Z beauty influencers who review beauty products and are trusted by their audience, instead of celebrities with a mass but unfocused audience appeal.

2. Reach – How Many People Can You Influence?

‘Reach’ refers to the total size of the influencer’s audience across platforms. It is another essential part of any influencer campaign strategy.

Types of Reach

• Nano influencers (1K-10K) – High-trust audience, tight-knit community
• Micro influencers (10K-100K) – Strong engagement, still big on trust
• Macro influencers (100K-1M) – Wide audience but slightly diluted audience
• Celebrities (1M+) – Massive reach, but might not have a personal touch with the community

Why Reach Matters

• Helps brands scale campaigns faster
• Great for launches and brand awareness
• Supports virality potential

Better Reach is the one where the creator has a relationship with its audience rather than just being big on numbers. A mix of micro- and macro-creators often performs better than one celebrity endorsement.

3. Resonance – The Most Important R in 2025

Resonance measures how deeply the influencer’s content connects with their audience. It’s the emotional impact they generate through their engagement with the audience. This is the ultimate measure of how influencer marketing works today.

How to Measure Resonance

• Engagement rate
• Shares and saves
• Nature of comments 
• User-generated content inspired by the influencer
• Repeat interactions

Why Resonance Is Crucial in 2025

Social media of today evolves on the go, and to survive here, one must evolve with it. In this situation, only the content that resonates with the audience outperforms content that simply reaches people.

How Brands Can Use the 3 R’s in Their Influencer Marketing Strategy.

Step 1 – Identifying Your Campaign Goal

Is your focus:

• Brand awareness
• Engagement
• Sales
• App downloads

Your goal decides which “R” should be prioritised.

Step 2 – Evaluate Influencers with a Balanced Score

Use a 10-point scale for each R:

• Relevance (0–10)
• Reach (0–10)
• Resonance (0–10)

Influencers scoring the highest on average are strong candidates.

Step 3 – Analyze Influencer Marketing Metrics

Look for data such as:

• Engagement rate
• Audience location
• Click-through rate
• Conversion rate
• Cost per engagement (CPE)
• Return on influencer spend (ROIS)

These metrics help your influencer marketing strategy stay on track.

Influencer Marketing Examples 

Example 1: Yogabar × Micro Influencers

Yogabar used a network of micro-influencers from the fitness niche. Relevance and resonance were strong, and the campaign achieved a large number of conversions, making it a success.

Example 2: SUGAR cosmetics × Macro Influencer

SUGAR cosmetics used a network of the right kind of lifestyle influencers that suited their brand voice for reach. The influencer’s reel pushed massive traffic during a sale.

Example 3: boAt × Niche Reviewers

Tech reviewers on YouTube, like TechBurner, delivered long-form reviews, perfect for credibility and resonance. This strategy delivered high engagement for the product. 

Conclusion  

The 3 Rs, Relevance, Reach, and Resonance, help us understand the ins and outs of influencer marketing in 2025. They help brands select the right creators and plan brand campaigns effectively. From startups to large enterprises, this influencer marketing framework adds strategy to your campaigns and gets results.

Looking for expert influencer marketing services or campaign execution?

Contact our team at Third Eye Blind Productions today for a free consultation.

Want more insights on influencer marketing in India today? Also read:

How to Track ROI in Influencer Marketing Campaigns (Real Metrics 2025)

Top Trends in Influencer Marketing for 2025-2026

FAQs

1. How do brands start with influencer marketing in 2025?

Begin by defining the goals of your campaign, identifying the right target audience for your brand, and using the 3 Rs to choose the right creators. Many brands also partner with influencer marketing agencies in Mumbai for hassle-free execution.

2. What is the most important R in influencer marketing?

Resonance, because an influencer who has a deep connection with their audience can lead to genuine engagement and maximise conversions.

3. How do I measure influencer marketing success?

Insights are your friend. One should track influencer marketing metrics such as engagement rate, reach, CTR, conversions, etc.

4. Which influencers should brands in India work with?

Brands should collaborate with creators who are relevant to their niche, have genuine reach and authentic engagement, and have strong resonance with Indian audiences. Thus, scoring well on the 3 R scale.

5. Can an agency help with influencer campaign strategy?

Yes. Agencies provide end-to-end support: From sourcing and scouting influencers to strategising and delivering results. An agency can take care of everything for you, especially our agency.