Nano-influencer marketing

By: Contributor(s): Material type: Computer fileComputer filePublication details: Ahmedabad Indian Institute of Management 2023Description: 13 p. : illSubject(s): DDC classification:
  • SP2023/3691
Summary: In an ever-evolving digital age, the concept of influence has expanded far beyond traditional celebrity endorsements or massive online followings. A distinct niche has emerged in the form of nano-influencers (1,000–10,000 followers) and micro-influencers (10,000–50,000 followers). These individuals, despite their modest follower counts, often command higher engagement rates, perceived authenticity, and closer relationships with their audiences. This makes them increasingly valuable to brands seeking targeted and personalized marketing strategies. This study undertook a comprehensive exploration of the dynamic landscape of nano-influencer marketing. The objectives were two-fold: To understand the current ecosystem and forecast emerging trends that may redefine nano-influencer marketing. To identify and develop an entrepreneurial concept capable of carving a distinct niche in this burgeoning industry. This report presents the outcome of rigorous secondary research, in-depth interviews with stakeholders, and iterative prototyping processes. It encompasses a detailed analysis of the competitive landscape of influencer-connecting platforms, insights derived from the experiences and challenges of both nano-influencers and small businesses, and the conceptualization of an innovative digital solution. Our entrepreneurial venture, LetsViral.in, has emerged as a result of this effort. The platform aims to bridge the gap between nano-influencers and businesses by offering a structured space for authentic, affordable, and effective influencer collaborations. This report also functions as a foundational business document for LetsViral.in, outlining its vision, structure, and potential impact in the influencer marketing domain.
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Student Project Vikram Sarabhai Library Reference Students Project SP2023/3691 (Browse shelf(Opens below)) e-Book - Digital Access SP003691

Submitted to: Prof. Arun Sreekumar

Submitted by: Mandeep Verma, Vijyaditya Singh Dhakare

In an ever-evolving digital age, the concept of influence has expanded far beyond traditional celebrity endorsements or massive online followings. A distinct niche has emerged in the form of nano-influencers (1,000–10,000 followers) and micro-influencers (10,000–50,000 followers). These individuals, despite their modest follower counts, often command higher engagement rates, perceived authenticity, and closer relationships with their audiences. This makes them increasingly valuable to brands seeking targeted and personalized marketing strategies.

This study undertook a comprehensive exploration of the dynamic landscape of nano-influencer marketing. The objectives were two-fold:

To understand the current ecosystem and forecast emerging trends that may redefine nano-influencer marketing.

To identify and develop an entrepreneurial concept capable of carving a distinct niche in this burgeoning industry.

This report presents the outcome of rigorous secondary research, in-depth interviews with stakeholders, and iterative prototyping processes. It encompasses a detailed analysis of the competitive landscape of influencer-connecting platforms, insights derived from the experiences and challenges of both nano-influencers and small businesses, and the conceptualization of an innovative digital solution.

Our entrepreneurial venture, LetsViral.in, has emerged as a result of this effort. The platform aims to bridge the gap between nano-influencers and businesses by offering a structured space for authentic, affordable, and effective influencer collaborations. This report also functions as a foundational business document for LetsViral.in, outlining its vision, structure, and potential impact in the influencer marketing domain.

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