Nano-influencers get higher median engagement: AnyMind Report

Nano-influencers hold the maximum engagement in the influencer’s world, as per the “State of Influencer marketing in India 2021” report by AnyMind Group, an end-to-end commerce platform.

The report, which taps on data from over 15,000 influencers in India on the company’s influencer marketing platform AnyTag, studies the influencer marketing space in India to analyse factors such as median engagement rates and influencer category breakdown.

Influencers were placed in the report into five categories: top stars, macro-influencers, micro-influencers, nano-influencers, and end-users for clarity. It was discovered that nano-influencers hold the maximum engagement in the influencers’ world. However, it’s important to note that engagement rates benchmark engagements against a total number of followers. If one moves onto the verticals of influences, food and beverage influencers receive a generally lower median engagement rate on Instagram, compared to fashion and beauty, and arts and entertainment influencers. While the food and beverage influencers’ performance on Facebook and YouTube are almost equal to the other two verticals.

Amongst all the top 15 verticals, the report revealed that pet influencers stood 11th in the row.  For brands, it’s important to note that the top influencer verticals are highly diverse in the types of products that they can endorse, but it is critical to understand individual influencers and their audiences to find the right influencer(s) for a specific campaign or product feature.

The report divides influencer campaigns into two: performance and awareness, where the research found out that in India, majority of the campaigns are awareness driven in the leading sectors.

Shuchi Sethi, India Lead, AnyTag, AnyMind Group said, “This report comprises the top verticals of influencers that are working the most in India for brands to understand and make their marketing investments, along with the most engaging social media platform. Through these insights, brands and marketers can make informed decisions on influencer marketing and educate themselves to amplify their campaigns and messaging effectively across their target audience.”