What distinguishes a brand as a status symbol, and what makes it relatable to the general public? Can the features and designs that appeal to premium customers also attract those from rural areas? Would a figure like Kylie Jenner connect with someone from a Tier 2 city in India? These are provocative but crucial questions for influencer marketing.Selecting the right influencers for our brand involves understanding our target audience intimately, as mismatches between the influencer's aura and customer expectations can lead to wasted advertising budgets.
Aura Level defines the degree of premiumness in an influencer's profile. This metric assesses the subtle attributes of an influencer that go beyond quantifiable metrics like likes, comments, views, and shares. An influencer who predominantly produces mass content with over 10 million followers might not align with a brand targeting consumers seeking luxury and exclusivity.
To better understand the distinct aura levels, we categorize influencer profiles into four groups:
1. Mass Profile: These influencers create content aimed at Tier 3 or rural demographics, often overlooking sophisticated production values. Their settings typically resemble rural life, making their profiles ideal for campaigns targeting these demographics with products like low-cost FMCG goods and political initiatives.
Example : https://www.instagram.com/nanthu_6624_/
2. Mid-Market Profile: These influencers produce content that resonates with lower-income users in Tier 1 and 2 cities. They craft simple, relatable content in local languages, forming strong parasocial bonds. Their relatable lifestyle, humor, and entertainment quickly garner a large following. Brands targeting these demographics or products rooted in traditional or conservative values, such as ayurvedic products, cold-pressed oils, or brands like Patanjali, will find these influencers effective.
https://www.instagram.com/mumma_and_manan/
3. Luxury Profile: These influencers are on the cusp of luxury. They are non-celebrity influencers who have built their followings based on sophistication, use of colors, and aesthetics in their content. They are typically nano, micro, or macro influencers who are ideal for new brands aiming to launch with a luxury image. Their high-caliber content production significantly enhances their premium appeal.
https://www.instagram.com/highonstyl/
4. Ultra Luxury Profile: These high-end influencers often include models, actors, and celebrities with dedicated PR or production teams. Their content, akin to that of a production house in terms of editing, direction, and quality control, often features visits to upscale locations, making it particularly suitable for luxury brands aiming for a highly premium and costly image.
https://www.instagram.com/kyliejenner/
Findcollab, an influencer marketing platform, simplifies the process of finding influencers with specific aura levels through its sophisticated AI-enabled algorithm. This tool automatically retrieves the aura level of each profile registered on our platform, enabling users to seamlessly locate influencers that match their campaign requirements. For instance, a diamond brand seeking ultra-luxury influencers can easily find suitable profiles with just a click. Learn more about how aura levels can transform your marketing strategy by joining Findcollab.
By understanding and leveraging the concept of Aura Level, brands can strategically align their influencer collaborations to resonate effectively with their target audience segments, thereby maximizing the impact and efficiency of their marketing initiatives.
