clout case study to increase business reach

saregama

1. Supply-side Analysis & Out of box ideas generation through Primary and Secondary market research

2. Market Research Analytics Insights from Primary and secondary Market Research YouTube is the most used social media, closely followed by Instagram and Facebook. Comedy is the most consumed content followed by Fitness & Motivation. If someone comes across new song, it is mostly from the playback song of reels in YouTube and Insta stories etc. Expanding the Influencer Roster of Clout: Recommended Categories and Rationale: Marketing Activations to Nurture and Grow Creators’ Brands 1. Prioritizing Platform Focus We begin by identifying the level of prioritization for each platform. Since YouTube, Instagram, and Facebook are the top three platforms as per our market research , we suggest our focus should be on these platforms. The distribution of resources will be guided by factors such as the platform exclusivity of an influencer, the level of competition on each platform, and the influencer's overall presence and engagement on these platforms. 2. Identifying the Right Mix of Influencer Categories It's crucial to determine the correct mix of influencer categories to ensure maximisation of both reach and roundedness of the clout. As per our market research, we recommend the following categories, in-line with the results of our market research. 1. Comedy 2. Health and fitness 3. Motivation etc. 3. Leveraging Data Analytics to Identify the Right Influencers By leveraging data analytics, we can identify the most potential influencers whom we can groom to become top talent. This involves analysing key metrics such as 1. Engagement rates 2. Follower growth rate. 3. Content quality 4. Audience demographics. This data-driven approach ensures that Clout recruits influencers who not only have significant reach but also align with the specific needs and goals of our brand partners It's crucial to determine the correct mix of influencer categories to ensure maximisation of both reach and roundedness of the clout. As per our market research, we recommend the following categories, in-line with the results of our market research. 1. Comedy 2. Health and fitness 3. Motivation 4. Culture 5. Food & Travel 6. Financial education Rationale Behind choosing the categories. The categories are important not only from reach POV but also the revenue maximization through maximising the reach across the customer segments so that we can promote all kinds of brands that target various customer segments. Comedy: Target Segment: Broad appeal across all income levels, particularly targeting younger audiences (18-35 years). Brand Fit: Suitable for brands looking for mass engagement and widespread visibility. Health and Fitness: Target Segment: Primarily middle to high-income individuals focused on wellness and lifestyle improvement. Brand Fit: Aligns with premium health products, fitness equipment, and wellness brands. Motivation: Target Segment: Middle-income and aspirational segments seeking personal growth and inspiration. Brand Fit: Ideal for education, self-improvement, and lifestyle brands. Culture: Target Segment: Niche, regional audiences across all income levels, particularly those interested in cultural heritage and traditions. Brand Fit: Suited for brands with regional or cultural products, including local artisans and cultural festivals. Food & Cooking: Target Segment: Broad appeal, with a focus on middle-income families and food enthusiasts. Brand Fit: Perfect for food and beverage companies, kitchenware brands, and lifestyle products. Travel: Target Segment: Primarily middle to high-income individuals interested in leisure and luxury experiences. Brand Fit: Excellent for partnerships with travel agencies, luxury hotels, and tourism boards. Financial: Target Segment: Middle to high-income professionals seeking financial literacy and investment opportunities. Brand Fit: Best for financial services, fintech companies, and investment platforms. Online Activations: Interactive Live Sessions: Concept: Host regular live Q&A sessions, workshops, or behind-the-scenes content where influencers can directly interact with their audience. This builds a stronger connection and provides real-time engagement. Outcome: Increases follower loyalty and engagement, making the influencer’s brand more relatable and trusted. Cross-Platform Content Campaigns: Concept: Develop coordinated campaigns that span multiple social media platforms (e.g., Instagram, YouTube, Facebook) to leverage each platform’s strengths. For example, use Instagram for short, visual content, YouTube for in-depth videos, and Facebook for community-building. Outcome: Expands the influencer’s reach and strengthens their presence across different audience segments. Branded Content Series: Concept: Collaborate with brands to create a recurring content series (e.g., weekly videos, podcasts) where influencers can integrate products or services organically. This could include tutorials, product reviews, or lifestyle vlogs. Outcome: Builds a consistent brand association and drives sustained engagement over time. Offline Activations: Pop-Up Events and Meetups: Concept: Organize pop-up events, meet-and-greets, or workshops in key cities where influencers can interact with their fans face-to-face. These events can be tied to product launches or brand collaborations. Outcome: Strengthens the influencer’s community by providing a tangible connection with their audience, enhancing brand loyalty. Creator Retreats: Concept: Host exclusive retreats or bootcamps for influencers to network, learn, and create collaborative content. These retreats could also include brand sponsors who can directly engage with influencers in a creative setting. Outcome: Fosters collaboration among influencers, while also creating a platform for brands to build deep, authentic partnerships. Influencer Awards Night: Concept: Organize an annual awards night to celebrate the achievements of influencers within the Clout network. This can be an exclusive event with media coverage, creating buzz around the influencers’ brands. Outcome: Provides recognition and motivates influencers to strive for excellence, while also offering brands a glamorous event to showcase their partnerships. Crowdsourced Content Creation: Concept: Launch a platform feature where followers can directly fund specific content ideas or projects from their favorite creators. Fans could contribute small amounts to unlock exclusive content or experiences, with Clout taking a small percentage of the total funds raised. Outcome: Creates a new revenue stream by engaging the audience directly in content creation, fostering a deeper connection between creators and their fans while generating income for both Clout and the creators. Creator as a Service (CaaS): Concept: Offer brands access to a “Creator as a Service” model, where they can subscribe to a pool of creators for a set period. Brands pay a subscription fee to have continuous access to various influencers for content creation, campaign ideation, and brand ambassadorship. Outcome: Provides predictable recurring revenue for Clout while offering brands flexibility and consistent influencer engagement, ensuring long-term profitability. Augmented Reality (AR) Collaboration: Concept: Partner with tech companies to create AR experiences that feature creators’ content or avatars. Brands can sponsor these experiences, which users can interact with through social media filters or dedicated apps. Outcome: Opens up new monetization avenues in the fast-growing AR space, allowing creators to engage their audiences in immersive ways while providing unique sponsorship opportunities for brands. Creator Incubator Program: Concept: Establish a creator incubator program where Clout invests in emerging talents by providing them with resources, mentorship, and initial funding in exchange for a stake in their future earnings. This could include profit-sharing or equity in future ventures the creator undertakes. Outcome: Clout nurtures the next generation of top influencers, securing long-term profitability as these creators grow and succeed in the industry. Virtual Creator Economy: Concept: Develop and monetize virtual influencers or digital avatars that can be customized and “owned” by creators. These virtual influencers can be used in brand campaigns, gaming, and other digital experiences. Outcome: Taps into the growing trend of virtual influencers, providing creators with a new avenue for brand partnerships and content creation, while Clout can scale this model without the limitations of human influencers. Out-of-the-Box Business Models for Profitability of Clout and creator