Influencer Marketing has seen a boom in the digital world.
A social media influencer is someone who expresses their opinions on social media while having a lot of followers. It is natural for those who watch them be influenced by their public choices.
Simply put, influencers are people whose authority, knowledge, position, or relationship with an audience can influence a buyer’s decision. Since influencers hold the power to affect their viewers’ purchasing decisions, brands have approached them to market their products and services.
In the same way as any other work cycle, influencers also follow a hierarchy.
The hierarchy is arranged based on the number of followers each influencer has. Those with 5 thousand followers are categorised under ‘Nano Influencer’, those ranging from 5 thousand to 10 thousand followers come under the category of ‘Micro Influencer’, those having 10 thousand to 50 thousand followers are called ‘Mid-Tier Influencer’, those with 50 thousand to 1 lakh and more followers are categorised as ‘Macro Influencer’, and finally, those with 1 million and more followers are called ‘Mega Influencer’.
The question is, how do these brands identify the right influencers?
Influencer marketing agencies enter the picture here. Influencer marketing agencies act as mediators between brands and influencers. By connecting brands with relevant influencers in their niche, these agencies or platforms ally with brands as well as influencers.
Among these, Macro Influencers make the best choice for brands that cater to the middle and upper class.
An influencer marketing agency lists categories of influencers, allowing brands to contact the right influencer based on their categories. With the boom, many influencer marketing agencies have entered the ‘macro’ field.
Let’s look at the top macro influencer marketing platforms in India.
This is a new influencer marketing platform with low prices and a network of 50,000 influencers. Among its clients are Lakme, Kama Ayurveda, Maico, and Godrej. OPA’s low and fixed prices, standard work, and scalability make it attractive to brands.
It was founded by the founder of POPxo, Priyanka Gill. The platform has over 26,000 influencers in India. The brands offer paid campaigns to bloggers, YouTubers, Tiktok video creators, celebrities, Facebook influencers, Instagram influencers, Twitterati, and college/university/school campus influencers.
- 6th Street Artist
The platform is a leading influencer marketing platform boasting over 1000 influencers and 500+ brands, ranging from big to small companies. The company meets all the categories of the influencer hierarchy; Nano, Micro, Mid-Tier, Macro, and Mega. They list reputed brands like Hindustan Times, Livpure, Kuvera, MX Takatak, Rummy Passion, and T-Series among many others. 6th Street Artist caters to all social media platforms like Facebook, YouTube, Instagram, MX Takatak, Twitter, Snapchat, etc.
- Eleve Media
The platform provides practical solutions to high engagement and conversion rates through influencer marketing strategies. This platform helps discover the right kind of people, execute successful campaigns, maximize brand buzz, and increase brand awareness. It helps identify the right influencers based on the niche and brand. Among their clients are Coca-Cola, Amazon, Nestle, Samsung, Honda, etc. By leveraging social personalities and top influencers, it targets a broad audience, driving organic interest and traffic.
Grin relies on top-of-the-line marketing management software. All the users listed on Grin’s e-commerce sites are matched with their social media profiles. Influencers who have used the brand’s products in the past are listed there, along with their comments.