Mas e in In e na ional Business Managemen and Languages
(MIBAL)
“Cómo supe a el e o no de la in e sión en la indus ia de ma ke ing in luyen e en el me cado de I án”
By SEPIDE MEHRABI
Supe iso : NIEVES GARCIA DE FRUTOS
Sep embe 2018
1
ACKNOWLEDGEMENTS
Fi s o all, I would like o hank D . Nie es Ga cía de F u os, my u o o his
hesis, o he help om he beginning o his p ojec , he suppo , and ad ice. In
addi ion, my since e hanks o D . Miguel Pe ez Valls, he coo dina o o his mas e ,
who kindly helped me om he i s day, ad ising me and guiding me.
I would also like o show my special hanks o he E asmus communi y,
Uni e si y o San iago de Compos ela and Ma haba eam o gi e me his g ea
oppo uni y in my li e. Wi h he special hanks o M . Hugo González, my E asmus
coo dina o who helped me om he e y beginning day.
O cou se, I wan o hank my amily oday and always, e en hough hey
a e no physically he e, hey ha e always helped me in any di icul y o li e and hey
ha e ne e le me alone.
Finally, my hanks o he Uni e si y o Alme ia and Ami kabi
Uni e si y o Technology, which gene ously opened he doo s o science and
wisdom. I am e y g a e ul and being a s uden o bo h uni e si ies is a eal hono o
me. I hope ha in he u u e I can be a good ep esen a i e o bo h ins i u ions.
Sepide Meh abi
Sep embe 2018
Alme ia
2
INDEX PAGE
1. Abs ac ----------------------------------------------------- --- -----------------3
1.1. Spanish abs ac
1.2. English Abs ac
2. In oduc ion -----------------4
3. Theo e ical amewo k------------------------------------ --------------------
--5
3.1. Digi al social media in I an 5
3.2. Social media in luence s 9
3.3. In luence ma ke ing 10
4. Me hodology -------------------------------- ------------------- ---- ----------13
5. Guideline S eps---------------------------------- ---------------- -- ----------14
5.1. Objec i es o campaign and a ge audience 14
5.2. Selec ing he bes i in luence s 15
5.2.1. In luence s ca ego ies 16
5.2.1.1. Quan i a i e Ca ego y 16
5.2.1.2. Quali a i e Ca ego y 17
5.2.1.2.1. S udy o I anian in luence s pages 21
5.3. E alua ion o campaign 31
6. Conclusion ---------------------- ------------- ---------------------------34
7. Re e ences------------------ -------------- ------------------------------35
3
1.1. Resumen
Hoy en día, las emp esas son conscien es de la impo ancia de las edes
sociales digi ales y su uso como un canal de comunicación e icaz pa a campañas de
ma ke ing. Sin emba go, las emp esas es án gas ando g an can idad de sus
p esupues os en campañas de ma ke ing de in luencia (o in luence s) sin ene una
idea cla a de es e p oceso sólo po segui las endencias del me cado. La c eación
de cada ez más pla a o mas y agencias de publicidad basadas en el ma ke ing de
in luencia, con i man la en abilidad de es a indus ia en la ac ualidad. El p esen e
p oyec o, une in es igación cuali a i a y cuan i a i a con el obje i o de iden i ica el
alcance, ba e as y po encial del ma ke ing de in luencia en el Me cado I aní. Es a
in o mación se i á pa a desa olla una guía de acción pa a pequeñas y nue as
emp esas que les se i á no solo pa a ene una isión más comple a del Me cado
del ma ke ing de in luence s, sino ambién pa a pode ejecu a sus campañas
di éc amen e, sin gas a dine o en agencias de publicidad.
1.2. Abs ac
Nowadays, companies a e awa e o he impo ance o digi al social media and
he usage o i as an e ec i e communica ion channel o ma ke ing campaigns.
businesses spend a huge amoun o hei budge s o in luence ma ke ing
campaigns
1
wi hou ha ing a clea image o his p ocess jus o ollow ma ke ends.
Inc ease he numbe o pla o ms and ad e ising agencies based on in luence
ma ke ing, con i ms he p o i abili y o his indus y hese days. In his esea ch, based
on s a is ics and condi ion o I an ma ke and acco ding o in e iews wi h
p o essionals, we ied o d aw a guideline o small businesses and s a ups, no only
ha ing a b igh insigh in in luence ma ke ing p ocess bu also being able o un hei
campaign, wi hou spending money in ad e ising agencies.
1
Re ie ed om h ps://www.g ouphigh.com/blog/o ganizing-in luence -ma ke ing-budge -
2017/
4
2. In oduc ion
By a quick look on he in e ne hese days, we would ace so many a icles wi h
a ac i e i les abou “How o make money on Ins ag am
2
”- “s ep by s ep guide o
Making Money om Ins ag am
3
” . Besides he e a e so many news and in es iga ions
abou amous in luence s and hei high sala ies, how hey became amous in a sho
pe iod o ime and each huge numbe s o ollowe s, and how much hey migh ea n
o sha ing an ad e ising pos .
Companies a e using his oppo uni y in o de o p omo e hei p oduc o
se ices. They ound his communica ion channel wi h he highes a e o ROI in
compa ison wi h o he ypes o ad e ising. And acco ding o s udies, in es ing in
social media ma ke ing has aised, which means hey’ e willing o spend mo e money
on in luence ma ke ing campaigns. (Khamis & Welling, 2017)
On he o he hand, ad e ising agencies no iced he ma ke gap and hey’ e
ying o inc ease hei ma ke sha e in his booming ma ke . They p o ide in o ma ion
abou in luence s, s udy and ca ego ize hem and build a ne wo k o amous ones.
These ad e ising agencies can be conside ed as a media o be ween in luence s and
b ands. In addi ion, he eme gence o online pla o ms and applica ions wi h wo ldwide
da abases o in luence s has made his ma ke e en mo e expanded. This p ocedu e
can simply be conside ed as a linea p og ess as igu e 1 :
Figu e 1 chain o b ands accessing a ge audience h ough in luence s and ma ke ing
agencies
2
h ps://www.shopi y.com/blog/make-money-on-ins ag am
3
h ps://neilpa el.com/blog/make-money-on-ins ag am/
5
Acco ding o ou in e iews, i seems small companies, especially, newbo n
s a ups, ha e a e y limi ed budge o ma ke ing so hey need o be e y ca e ul
abou hei ma ke ing decisions. Limi ed esou ces do no allow any y and e o .
Ha ing a clea image o In luence ma ke ing campaign p ocedu e helps companies
o make co ec decisions abou he main objec i es o campaign and e alua ions o i
by de ining he co ec KPIs.
The aim o his esea ch is o d aw a guideline o all local and in e na ional
small businesses o s a ups who wish o un an in luence ma ke ing campaign in I an
ma ke in o de o educe hei cos s o using media o y agencies and o a oid w ong
decisions. In his ega d, I s udied Ins ag am in luence s in I an ma ke and based on
he esul o sample analysis, I ied o make some sugges ions o ind bes i
in luence and ela ed con en o an in luence ma ke ing campaign o all b ands who
need a clea image o his indus y in I an.
3. Theo e ical amewo k
3.1. Digi al Social Media in I an
The popula ion o I an is es ima ed a a ound 82 million people in 2018
4
. The
la es s a is ics show mobile in e ne use s in I an ha e eached 53 million in Ma ch
2018 acco ding o I an’s Minis y o In o ma ion and Communica ions Technology.
P e ious s a is ics in June 2017 was a ound 47 million use s, based on in es men s
made in his sec o by he majo mobile ope a o s in he coun y. Also, o e 11.7 million
I anians ha e a ixed in e ne and use ADSL o ibe op ic o TD-LTE se ices
5
.
Acco ding o ano he epo
6
, 87% o mobile use s a e using And oid de ices and
a ound 11% a e using IOS de ices, which means he e a e app oxima ely 46 million
And oid and 6 million IOS use s in I an.
4
Re ie ed om h p://www.wo ldome e s.in o/wo ld-popula ion/i an-popula ion/
5
Re ie ed om h ps://ic ama .ic .go .i /
6
Re ie ed om h p://gs.s a coun e .com/os-ma ke -sha e/mobile/i an
6
Acco ding o he S a is a, he mos popula social media in he middle eas a e
Twi e , Facebook, YouTube, and Ins ag am espec i ely. Bu his usage pa e n
canno be applied o I an ma ke due o he coun y special si ua ion. Wha sApp,
which is a messenge applica ion, is less popula in compa ison wi h i s compe i o ,
Teleg am. In addi ion, o he wo ldwide popula social media, such as Facebook,
YouTube, and Twi e a e blocked in I an. Wi h he absence o o he al e na i es in he
ma ke a his momen , Ins ag am is no only he mos downloaded social media bu
also he mos popula one.
Figu e 2 Sha e o esponden s using social media in he Middle Eas and No h
A ica as o Ma ch 2017, by pla o m
7
Teleg am was he mos popula messenge (a ound 40 million use s) wi h he
mos daily a ic
8
. The applica ion has been ecen ly il e ed in I an. Acco ding o he
s a is ics, 60% pe cen o he In e ne bandwid h was spen on using his app. A Ap il
2018 his messenge had been blocked by judicial au ho i ies. Acco ding o he judicial
o de , ISPs should block Teleg am in a way ha i should no be wo ked by an i- il e s
like VPNs. Al hough he e a e s ill some ways ha people could each his messenge ,
In e ne bandwid h spen by his app had been dec eased based on news. A he same
7
h ps://ca ebazaa .i /app/com.ins ag am.and oid/?l=en
8
h p:// ech asa.com/2017/09/06/in og aphic- eleg am-usage-s a is ics-in-i an/
7
ime, he ins alla ion o Ins ag am in Ca e Bazaa ( he mos popula I anian and oid
ma ke ) has been inc eased om 16 M o 20M.
Figu e 3 Ca e Bazaa applica ion wi h he numbe o ac i e ins alled Ins ag am
I we wan o es ima e he numbe o ac i e mobile use s on Ins ag am, we can
conside Ca e Bazaa which is he mos popula I anian And oid ma ke (36 million
use s). The e a e 20 millions o ac i e ins alls only h ough his and oid ma ke . In
Addi ion, he e migh be many downloads by Google Play oo. I is es ima ed ha
google play has 10 million I anian use s so ha we conside a leas 4 million Ins ag am
ins all h ough his and oid ma ke oo. Conside ing 6-7 million IOS use s in I an (which
we assume hey a e mos likely o ha e Ins ag am). So he e should be mo e han 30
million Ins ag am use s in I an. Conside ing he ac ha 6 million I anians, mos ly he
younge gene a ion, a e li ing ou side I an and he numbe o Pe sian speake s (e.g.
A ghanis an, Aze baijan, and . . ) use s o Ins ag am would aise espec i ely. Use s
popula ion is g owing e e y day and i seems hey eac a o ably and as o he new
ea u es like s o ies and li es.
Use beha io s, like hei a en ion span and ac i i y ime, a e ano he aspec s
o s udy besides he quan i y o he o ins alled Ins ag am app in I an. Based on
Naza bazaa .i
9
online su ey published on July 2017 wi h he popula ion o 3707
9
h ps://www.naza bazaa .i /in og aphic/
8
esponde s (2839 men and 878 women, 18 o 65 yea s old) 80% o I anian use s
check hei Ins ag am app on daily basis.
Figu e 4 An a e age usage o Ins ag am based on Naza Baza
On a e age 50% o esponde s check hei Ins ag am page mo e han 5 imes
pe day and each ime hey spend a e agely mo e han 17 minu es.
Figu e 5 Usage o Ins ag am pe day based on Naza Baza online su ey
15
10 shows he di e en s ages o he pu chasing p ocedu e. Each s age equi es o
ans e a ailo ed main message o he cus ome .
I you a e a small s a up (which is he main ocus o his esea ch) and you
p oduc o se ice is new in he ma ke , you should inc ease awa eness abou you
exis ence. Inc easing awa eness is usually he main and e y basic objec i e o all
in luence ma ke ing campaigns. Bu i you’ e in conside a ion and loyal y s age, you
migh be al eady a known b and. In his s age, you need endo se s o compa e you
b and o o he s and p o ide mo e in o ma ion o you a ge audience, in o de o
con ince you cos ume s o pu chase you p oduc s o se ices. I you a e in he las
s ages, he goal is o s imula e pu chasing by loyal cus ome s. Ob iously, he s age o
you b and and you a ge audience is he ounda ion o choosing he app op ia e
ma ke ing campaign s a egy. Especially, by conside ing all he men ioned ac o s, you
migh ha e a be e insigh in o de o choose he bes - i in luence who a e he ue
ma ch wi h he objec i es o he campaign.
Figu e 10 Di e en s ages o he pu chasing p ocedu e (F. Ko si & N. Slak Valek, 2018)
5.2. Selec ing he Bes Fi In luence s
Selec ing he bes - i in luence is no as easy as i migh seem in heo y! In
eali y, you will ha e o wo k ha d in o de o line up you b and wi h he con en ha
in luence s a e p o iding o hei audience This p ocedu e is one o he mos impo an
s eps o in luence ma ke ing campaign. Acco ding o ou in e iew wi h Ali Fozooni,
Co- ounde o Chanka Pla o m abou I an ma ke , wo yea s ago, he e we e ew
in luence s in he ma ke o each ca ego y. The e was su plus demand o in luence s
Awa eness
Conside a ion
Pu chase
Loyal y
WOM
16
in he ma ke , consequen ly, in luence s we e o e p iced and wo king wi h hem and
building a ne wo k among hem was no easy. Bu nowadays, his ma ke has become
mo e balanced due o inc easing he numbe o in luence s.
I is ecommended ha companies build a ela ionship wi h hei hi ed in luence
ins ead o jus dealing wi h an ag eemen . As Ca e Hos elley, CEO and Founde o
Lead ail, said: “Building ela ionships wi h in luence s can be a e y e ec i e way o
each you a ge audience in a mo e c edible manne han simply buying ad e ising.
Wi h ha said, “in luence ma ke ing” is no an o e nigh p ocess. I s a s wi h knowing
who he mos ele an in luence s a e in you indus y segmen . Al hough inding an
in luence who al eady knows ou b and is a sma choice, o newly bo n s a ups, i
is no an op ion. In his case, i is ecommended o educa e you selec ed in luence
abou you b and i s . I is also ecommended o gi e eedom o he in luence abou
publishing pos o you campaign. As he in luence knows be e abou in e es s and
eac ions o his/he ollowe . In addi ion, i pe cei ed mo e na u ally han o he ypes
o ad e ising pos s. This ma e in ensi ies he impo ance o educa ing he in luence s
abou you b and, i s ea u es and alues.
Ano he impo an conside a ion o choosing an in luence is o conside hei
p e ious o u u e sponso s, i hey ha e been al eady wo king wi h you compe i o s,
i migh damage you b and image. The e o e, i should be men ioned in you con ac
in o de o a oid con lic s. In he ollowing chap e mo e de ails o inding bes - i
in luence s will be discussed.
5.2.1. In luence s Ca ego ies
5.2.1.1. Quan i a i e Ca ego y
In luence s can be ca ego ized by di e en quan i a i e and quali a i e aspec s.
These ca ego ies migh help businesses o selec hem based on a ge s o hei
campaign and eaching p ecisely o a ge audience and also migh help CEO o ha e
insigh abou budge ing o campaign. one o he main ca ego ies is sepa a ing
in luence s by hei numbe s o ollowe :
None in luence s ha e less han 3K ollowe s
Mic o in luence s a e he ones who ha e 3K o 25K ollowe s.
In e media e le el in luence s ha e om 25K o 100K ollowe
17
Mac o in luence s ha e mo e han 100K ollowe s.
Celeb i ies a e in luence s who a e amous by hei name o ace among
people due o hei occupa ion. Ac o s/ac ess, a is s o a hle es a e in his
ca ego y.
All in e iewees admi ed ha mic o in luence s ha e a highe le el o
engagemen . Co espondingly, due o he lowe numbe o ollowe s in compa ison
wi h mac o in luence s, hey o e cheape p ices, consequen ly, ROI o using hem, is
usually highe .
Al hough he numbe o ollowe s is an impo an indica o especially o p icing and
budge ing, i is no he only ac o o conside due o he possibili y o ha ing ake
ollowe s. o ge mo e bene i s, use s o en a i icially inc ease he popula i y and
engagemen on hei con en in se e al ways. Some o he p e alen ways a e o
le e age bo s, pu chase social me ics such as likes, ollowe s, and sha es om black
ma ke se ices, and become pa o collusion ne wo ks which can be used o ade
ino ganic engagemen . Such a i icial bols e ing o popula i y can cause b ands o lose
money, ad e ise s o no each he ele an audience, and ecommende algo i hms
o gi e poo sugges ions. (I. Sen e al, 2018) O he quan i a i e ac o s should be
conside ed which we will alk abou hem in he e alua ion chap e . Gi en he
ecogni ion ha online in luence is abou quali y, no quan i y, hese me hods should
be iewed as a s a ing place only (F ebe g, 2011).
5.2.1.2. Quali a i e Ca ego y
Based on he Indus y: Besides he quan i a i e indica o s, one o he mos
impo an ca ego ies o selec ing an in luence is he con en o hei page. Each
in luence is ecognized by he a ea o knowledge, special y, p o iciency, skills o
abili ies in a ce ain indus y. Acco ding o ou in e iews and da abase o ou
in e iewees, in luence s can be ca ego ized by he ollowing g oups. Al hough he e
migh be some o e laps in he a eas, his is he mos common pa e n we could o e
based on he ma ke no ms. depending on a p oduc o se ice, businesses can use
a combina ion o ollowing in luence s o hei campaigns.
18
FASHION AND BEAUTY
PHOTOGRAPHY
ART
LIFE STYLE
CAR
Beau y
P ess
Visual a is
Inspi a ion
Ca e iewe
Fashion designe
News and poli ics
Pain ing
Magazine
Ca pho og aphe
Jewel y
Na u e
Designe
Cance
Model
Film
Home deco a o
Ideas
PARENTS AND CHILD
Luxu y
Wildli e
ideo c ea o
Yoga
New bo n equipmen
Accesso ies
Repo e s
Ca oonis
SHOPPING
Child en li e
Shoes
Documen a ies
P oduce
Ca s
Cosme ic
Di ec o
Heal h
WRITER
FOOD AND RESTAURANT
SPORT
T a el and Hospi ali y
PSYCOLOGY
Blogge
Vegan
Racing
T a el w i e
Sexology
Jou nalism
Cooking
Baske ball
T a el Equipmen
Child psychologis
T a el w i e
Foodie
Body building
T a el pho og aphe
Men al heal h
Che
Foo ball
Ad en u is
Fun and en e ainmen
Recipes
Mo o cycle
Comedian
Cakes
S andup comedian
Res au an s
Game
Table 1In luence Ca ego ies based on he in e iews in I an ma ke
19
These ca ego ies would help in inding key leade opinion (KOL) especially in
echnical a eas, a jou nalis in he in o ma ion echnology a ea, an a hle e, a den is o a
de ma ologis could be bes examples o KOL in luence s. They ha e he mos in luence
on hei ollowe s due o hei special y and hei pos s o opinions a e mo e likely o be
us ed by hei ollowe s. One o he bes usages o KOLs in in luence ma ke ing
campaign would be o echnical p oduc s such as a ca , cellphone o heal h- ela ed
p oduc s. By conside ing key selling poin s o p oduc (KSP) we can ind he bes KOL o
speci ic p oduc s and se ices. Ongoing chain- eac ion which is called “Wo d-o -mou h”
is in aluable by i sel , bu he suppo o opinion leade s, who a e indus ial a he han
public celeb i ies, can also be aken on boa d mo e o mally, such as in ad e ising o
h ough appea ances a company semina s. Some echnological companies (Compaq
and NEC Technologies) ha e managed o secu e he endo semen o a numbe o well-
known echnical jou nalis s o hei FPD sc een. Also, Pha maceu ical companies y o
a ac he iews o p ominen doc o s on hei new d ugs o in luence he iews
( Easingwood, 2000) he e is ano he local example o success ul in luence ma ke ing
campaign in I an which is ela ed o Huawei Company, hei objec i e was o emphasis
on ea u es o hei new mobile phone, in his ega d hey un a campaign, by using
speci ic in luence based on each KSR as ollowing.
Figu e 11 Huawei in luence ma ke ing campaign using di e s KOL based on KSP
Ba e y li e
•T a ele s
•hi chhike s
came a Speci ica ion
•pho og a e s
ul ima e pe o mance
•A hle es
•Tech Jou nalis
G a ic
•Gamme s
Resis an F ame
•ad en u is s
20
Based on pe sonal Cha ac e o he in luence : Ano he impo an ca ego y
would be he pe sonal cha ac e o he in luence o a celeb i y. This ac o is impo an
since i is highly ela ed o b and posi ioning. On he o he hand, a be e unde s anding
o he pe cei ed pe sonali y o social media in luence s p o ides ools o op imizing an
o ganiza ion’s SMI capi al (F ebe g, 2011). Ma ching he a ge segmen and b and
alues wi h he cha ac e s o he in luence need o be ca e ully selec ed. The ypical
consume may symbolically aspi e o iden i y as a celeb i y by pu chasing he p oduc
ecommended by he celeb i y. I a celeb i y is ecognized, ecall o in o ma ion endo sed
by his in luence is supe io o when an indi idual ails o ecognize he celeb i y (F. Ko si
& N. Slak Valek, 2018), i means, ollowe s would pe cei e he pe sonal cha ac e o
in luence same as he cha ac e s o he b and. In his ega d, inding he bes i would
be i al o b and posi ioning. Acco ding o ou in e iews, mos common pe sonal
cha ac e s which had been used o b and posi ioning a e as ollowing.
en i onmen alis
humani a ian
a hle es
posi i e
luxu y
mom and child
amily pe son
I he a ge o he campaign is o posi ion b and alues o co po a e social
esponsibili y (CSR), i is be e o use his ca ego y as well.
Based on ollowe s and demog aphic cha ac e s: The e is ano he ac o in
o de o ca ego ize in luence s which is demog aphic cha ac e s o hei ollowe s. Wha
is he age ange, gende o loca ion o each in luence ? This indica o would help us o
op imize ROI o he campaign by knowing ollowe s age ange, gende o loca ion.
Finding in o ma ion abou he demog aphic cha ac e s o he ollowe s would be possible
h ough some pla o ms and ools o simply asking he in luence o send his in o ma ion
21
since one o he ad an ages o ha ing “business Page” in Ins ag am, is o ha e
demog aphic in o ma ion o ollowe s
5.2.1.2.1. S udy o I anian in luence s pages
As a esul o he in e iews, I conside ed some hypo heses o es he quan i a i e
da a. Fo example, some agencies admi ed ha “Campaigns wi h he un heme a e mo e
success ul”, “mic o in luence s ha e mo e in luence on a ge audience han mac o ones”,
“one o he impo an ac o s in choosing an in luence is he gende ”. To examine hese
claims, I did he quan i a i e analysis o he ollowing h ee main ques ions:
1) Wha a e he mos popula ca ego ies o I anian Ins ag am use s?
2) Is he e any ela ion be ween gende o in luence and numbe o ollowe s in
each ca ego y?
3) Is he e any ela ion be ween he engagemen a e and he numbe o
ollowe s?
I ga he ed in o ma ion abou he Ins ag am page o 365 ac i e in luence s in he
I an ma ke who ha e a ound 10 housand o 2.4 million ollowe s and ha e al eady
wo ked wi h ou selec ed agencies. Al hough we could no ind all he in luence s in he
I an ma ke , I ha e a leas 8 in luence s o each ca ego y based on Table 1. I labeled
he in luence s conside ing he con en o hei pages and hei a eas o special y.
Al hough he e we e some in luence s which could be i in mo e han one ca ego y
(Mos ly o li es yle pages), I decided o use only a unique label in o de o a oid con lic s.
Fo example, an in luence who could be i in bo h pho og aphy and li es yle ca ego ies,
go a label o Pho og aphy o an in luence who we e a p oduce and his con en could i
in bo h li es yle and a , I conside ed him as an a ca ego y, o balance he numbe o
in luence s in each ca ego y. Since I could no ind he in o ma ion abou he in luence s
ac i e in he ield o a el, I labeled a el w i e s in luence s in “W i e ” ca ego y oo. As
a esul , we ha e 32 subca ego ies which could be i in o 11 main ca ego ies (All labeling
we e based on able 1).
22
Figu e 12shows he pe cen age and popula ion o each ca ego y, in ou s udied sample. Since li es yle label,
indica es a gene al concep , i could be p edic ed wi h he highes pe cen age.
Figu e 3. Numbe o in luence s in each Ca ego y based on he s udied sample
In o de o answe he ques ions and examine he hypo hesis, I also ex ac ed he
numbe s o ollowe s, a e age likes and iews on he la es 5 pos s o each page. Also,
he gende o he in luence was ex ac ed om hei Ins ag am page.
LIFE STYLE
36%
PHOTOGRAPHY
15%
FASHION AND
BEAUTY
13%
FUN
12%
CHILD
5%
ART
4%
FOOD
4%
CAR
4%
SPORT
2%
WRITER
2%
PERCENTAGE OF INFLUENCERS IN STUDIED
SAMPLE
LIFE STYLE
PHOTOGRAPHY
FASHION AND BEAUTY
FUN
PARENTS AND CHILD
ART
FOOD AND RESTAURANT
CAR
PSYCOLOGY
SPORT
WRITER
0
50
100
150
NUMBER OF INFLUENCERS IN EACH
CATEGORY BASED ON STUDIED SAMPLE
POPULATION o in luence s in sample
23
Fo he i s ques ion, abou he mos popula ca ego y o I anian use s, acco ding
o my sample, 7 in luence s ha e mo e han 1 million ollowe s. As i can be seen in able
numbe 2, ou o hem a e in he Fun ca ego y and 2 o hem a e in Fashion. Which
shows he ma ke in e es s owa ds Fun con en .
Table 2 INFLUENCERS WITH MORE THAN 1MILLION FOLLOWERS
Abo e able is no enough o ha e a conclusion abou in e es s o he ma ke ,
conside ing he ac ha , he sample size o all ca ego ies we e no he same, o
example, I had 133 in luence s in “LIFESTYLE” ca ego y, while he e we e only 8
in luence s in “WRITER” and “SPORT” ca ego ies. In his ega d, I calcula ed he Mean
o ollowe s in each ca ego y, Mean o like and iew o each ca ego y we e also
calcula ed.
Figu e 14 MEAN OF FOLLOWERS PER CATEGORY
in luence Ca ego y
in luence #1 FUN 2.4 million
in luence #2 FUN 1.6 million
in luence #3 SPORT 1.5 million
in luence #4 FASHION AND BEAUTY 1.4 million
in luence #5 FUN 1.4 million
in luence #6 FASHION AND BEAUTY 1.3 million
in luence #7 FUN 1.3 million
Followe s
0.0000
0.0500
0.1000
0.1500
0.2000
0.2500
0.3000
0.3500
0.4000
0.4500
Thousands
MEAN OF FOLLOWERS PER CATEGORY
24
Figu e numbe 14 con i ms he i s hypo hesis abou FUN con en . I seems FUN
and SPORTS ca ego ies ha e mo e a e age ollowe s and FOOD, FASHION AND
BEAUTY and PARENTS AND CHILD a e he nex mos popula ones. On he o he hand,
CAR and PHOTOGRAPHY a e he ca ego ies wi h less a e age ollowe s. So i can be
sugges ed ha , in o de o ha e a success ul in luence ma ke ing campaign, ha ing un
con en o ela ing he campaign wi h SPORTS ac i i ies o FOOD, would be a good
s a egy, in o de o each mo e audience.
Figu e 15. Compa ison be ween Mean o like and iew o ca ego ies
No only he numbe o ollowe s bu also he numbe o likes and e iews, con i ms
ha he I anian ma ke has so much in e es in he FUN ca ego y. Abo e cha s shows
he end in a e age likes, has he same pa e n as a e age ollowe s. The a e age
numbe o iewe s in he FUN ca ego y is highe han numbe o ollowe s, due o he
high a e o missed da a in iew column. I is wo hy o men ion ha based on calcula ion,
in luence s in FUN, SPORT and FASHION ca ego ies ha e a la ge ange o ollowe s,
likes and iews due o a high s anda d de ia ion. As a esul , o un an in luence
ma ke ing campaign in hese ca ego ies, inding an in luence wi h a highe numbe o
ollowe s, is impo an .
-
100,000.0
200,000.0
300,000.0
400,000.0
500,000.0
600,000.0
Mean
Ca ego y
COPMARISON BETWEEN MEAN OF LIKE AND VIEW FOR CATEGORIES.
Followe
Like
View
31
5.3. E alua ion o campaigns
One o he mos impo an s eps in in luence ma ke ing campaign is an
e alua ion. By co ec ly de ining KPIs, he success o he campaign can be de e mined
and i helps companies o decide abou con inuing o wo k wi h in luence e en as a
b and ambassado o jus inish Coope a ion. The mos common indica o s a e as
ollowing
Imp ession: numbe o imes each pos had been seen
Reach: numbe o imes each pos has been seen om he indi idual accoun
Engagemen : he o al numbe o likes and commen s on each pos
No only o e alua ing campaign bu also o ha e an o e all iew o an
in luence , hese quan i a i e ac o s should be calcula ed o a leas , las 5 pos s
a e agely. some common indica o s o mula which could be use ul as ollows:
𝐸𝑛𝑔𝑎𝑔𝑒𝑚𝑒𝑛𝑡 𝑟𝑎𝑡𝑒 𝑜𝑓 𝑡ℎ𝑒 𝑝𝑜𝑠𝑡 = numbe s o likes + numbe s o commen s
numbe s o ollowe s ∗100
Engagemen a e o page =
a e age o likes o las 5 o 10 pos s + a e age o commen s o las 5 o 10 pos s
numbe s o ollowe s ∗100
Depending on he a ge o campaign some imes commen s a e mo e aluable
han likes, o example when he a ge o he campaign is o i al a Hash ag by he
help o ollowe s o o inc ease an in e ac ion be ween a ge audience by sha ing hei
pos s o expe ience, you need o choose an in luence wi h he highe a e in
commen s. Because i shows ha ollowe s o his speci ic in luence , espond
a o ably o “call o ac ion” a ise om his in luence . in his ega d, we can use a
weigh ed a e age.
Weigh ed Engagemen a e o page
=(a e age o likes o las 5 pos s) + (a e age o commen s o las 5 pos s ∗ 3)
numbe s o ollowe s ∗100
32
One o he o he commonly used e alua ion is o ollow he hash ag ac i i ies.
How many imes i has been sha ed o o he ela ed hash ags used wi h he selec ed
one. When a company c ea es a unique Hash ag o each campaign o , i migh help
o de e mine he success o he campaign by acking numbe s o imp essions and
each o he Hash ag i sel . Especially, when companies use mul i in luence o one
campaign, i migh be be e o ha e speci ic Hash ag o each in luence . On he o he
hand, By Hash ag acking you can ind ou abou ele an hash ag had been used
wi h you campaign in o de o unde s and use s opinion abou you campaign, he
speci ic eac ion o he audience and de e mine he pe cei ed image o you b and as
a esul o you campaign.
The e a e some pla o ms and websi es which a e use ul o e alua ing
campaign and also o choose bes - i in luence :
keyhole.co
13
is one o mos powe ul pla o ms o T ack hash ag in all social
media. I can be used o ind in o ma ion abou a speci ic in luence i he/she gi es
access o you. Following diag ams and in og aphics show de ailed in o ma ion can be
ex ac ed om his pla o m. I ’s a use ul applica ion o disco e ing indi iduals who
a e leading he con e sa ions on indus y- ela ed e en s and opics. This in o ma ion
can be also implemen ed o de e mine which p o iles will likely ha e he mos in luence
in you indus y.
13
h ps://keyhole.co/my acks#hash ag
33
The e a e some o he ools and websi e wi h da abase o I anian
in luence s which gi e you a epo whe he o an Ins ag am accoun o
Hash ag as he ollowing lis :
h ps://min e .io/
h ps://klea .com/
h ps://www. apin luence.com/in luence s/
h ps://up luence.com/
h ps://in luence ma ke inghub.com/ins ag am-money-calcula o /
h ps://hypeaudi o .com
h ps://deep.social/
Figu e 22 an example o in og aphic in o ma ion , ex ac ed om KeyHole Hash ag acke pla o m
34
6. Conclusion
One o he main c i icism abou uni e si y p ojec s is ha esea che s do
no ocus on eal ma ke needs. In his esea ch, I ied o ind a eal gap in he
ma ke and by in e iewing wi h p o essionals in I an ma ke , sugges solu ions.
Nowadays, wi h he ad en o in e ne -based businesses, in e na ionaliza ion o
b ands, a e no only limi ed o big companies. So, his a icle aims o help all
small companies and s a ups a ound he wo ld, o ha e a clea image o
in luence ma ke ing indus y in I an.
Following o e ed guideline, o un an in luence ma ke ing campaign in
I an ma ke , would highly ecommended o small and medium-sized companies
who wan o en e I an ma ke in o de o ha e a be e image o he ma ke and
educe cos s a ising om w ong decisions. Sugges ed s eps a e including
alignmen o b and s a egy and a ge ma ke , inding he bes - i in luence ,
inding he mos a ac i e con en and he main heme o campaign based on
se ice and p oduc . And inally, implemen and e alua e o he campaign.
This a icle also shed a ligh o in e es s and beha io o I anian Ins ag am
use s. The e we e so many challenges in ga he ing in o ma ion abou s a is ic
in o ma ion o in luence s pages. The na u e o his indus y is so dynamic and
uns able since i has dealing wi h human beha io . Fo example, o es ima e he
numbe o commen o likes o pages, I had o make su e ha a high numbe o
likes o commen s, doesn’ ha e an ex e nal eason such as c i ical social issues
o special e en in in luence li e o sponso ed pos s. In his ega d, I had o check
a leas 10 las pos s o ind a end o each page. In addi ion, he e we e some
limi a ions o ind he p ecise s a is ic o in luence s since i has comme cial alue
o agencies and pla o ms, o example, demog aphic in o ma ion o ollowe s o
numbe s o clicks on S o y links was a use ul in o ma ion which was no possible
o ob ain since i is pe sonal in o ma ion o Ins ag am use s. Howe e , acco ding
o a ailable in o ma ion, I ound ha , I he a ge o he campaign is ecei ing
mos iew and like, choosing he FUN o SPORTS heme and male in luence ,
would ha e he highes ROI. Also o p oduc s o se ices ela ed o
PSYCHOLOGY o PHOTOGRAPHY, selec ing a emale in luence would be a
wise choice.
35
Sugges ed ca ego ies we e based on ends in I an ma ke and i would
help he u u e esea che o s udy his ma ke oo. Especially, inding he bes
indica o s o measu e “in luence” would be an in e es ing subjec o u he
esea ches.
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Lu, Y., Zhao, L., & Wang, B. (2010). F om i ual communi y membe s o C2C e-
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36
Sen, I., Agga wal, A., Mian, S., Singh, S., Kuma agu u, P., & Da a, A. (2018, May).
Wo h i s Weigh in Likes: Towa ds De ec ing Fake Likes on Ins ag am.
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h ps://www.g ouphigh.com/blog/o ganizing-in luence -ma ke ing-budge -2017/
h ps://www.shopi y.com/blog/make-money-on-ins ag am
h ps://neilpa el.com/blog/make-money-on-ins ag am/
h p://www.wo ldome e s.in o/wo ld-popula ion/i an-popula ion/
h ps://ic ama .ic .go .i /
h p://gs.s a coun e .com/os-ma ke -sha e/mobile/i an
h ps://ca ebazaa .i /app/com.ins ag am.and oid/?l=en
h p:// ech asa.com/2017/09/06/in og aphic- eleg am-usage-s a is ics-in-i an/
h ps://www.naza bazaa .i /in og aphic/
h ps:// ends.google.com/ ends/explo e?da e= oday%205y&q=in luence %20ma ke ing
h ps://keyhole.co/my acks#hash ag
