Enabling Influencers to grow Likee
- 2. as an Aggregator ◦ Content creators attract consumers who attract more content creators and the cycle continues ◦ The circle has a speed. One way to boost this virtuous circle is to increase influence of the content creators out of the app ecosystem and reach other platforms. Instagram, TikTok and YouTube come into the picture as an Enabler ◦ There is also an upward movement of consumers to evolve into content creators. This is one way Likee is an enabler ◦ To increase the velocity of this evolution into content creators, consumers should be able to attach aspirational value to it not just as a hobby, but as a Career option ◦ For this, current Content Creators should be valued by brands to create content outside of the app ecosystem. Likee should be perceived by Brands as a platform to find talent The Ecosystem
- 3. Consumers Content Creators Fueling Growth Other Platforms Bollywood TV Series The Ecosystem Music Videos Branded Content
- 4. Growing current Influencers Reach Influence Influence is founded on 3 pillars ◦ Reach: The following of the Creator across all platforms ◦ Relevance: Alignment and Similarity of the Creator with the social environment ◦ Resonance: The degree of engagement of the Creator with the audience It is imperative for Content Creators on Likee to have massive impact in all the 3 pillars Creators should resonate with their consumers by creating relevant content leading to growth in reach, thus increasing influence
- 5. For Content Creators to grow on other platforms, they must: ◦ Attract existing followers from the existing platform to the new platform ◦ Reach new followers on the new platform Growing Reach on other platforms (A) (B)
- 6. Attracting existing followers from the existing platform to the new platform : ◦ Self promoting: Requesting audience to follow on Instagram account ◦ Having a clear differentiation between content on both the platforms (Example: Behind The Scenes, Personal Life, etc) giving a reason for the audience to follow the Creator on multiple platforms ◦ LIKEE should feature them on their Instagram page ◦ Post Duets with fans on Creator’s Instagram Page Growing Reach on other platforms (A) (B)
- 7. Reaching new followers on the new platform: ◦ Secondary Promoting: Creating activities for Fans to perform so as to reach to their following on Instagram, utilizing Network effect for our advantage. Example: Running a contest every month, incentivizing fans to create a Duet and post it on their Instagram story thus creating secondary reach ◦ Collaborations: Collaborating with Instagram influencers with synergies to grow each other’s reach, thus gaining new audience Growing Reach on other platforms (A) (B)
- 8. What Content Creators can do ◦ Hashtags: Using trending hashtags and creating content accordingly ◦ Challenges: Actively participating in new Hashtag challenges ◦ Duets: Regularly creating Duets with other Creators/Fans What LIKEE can do ◦ Newsletter: Mail a newsletter every week to Content Creators highlighting Trending topics/videos on LIKEE and other content-based apps ◦ Trend Waves: Select a few Content Creators of a specific niche. Suggest them 2 or 3 ideas to create content around with a specific hashtag. This content should be able to be easily copied by other upcoming creators setting a trend in motion where creators outside of the app ecosystem participate as well creating a wave of awareness and boosting organic growth Creating Relevant Content
- 9. Trend Waves LIKEE sends topics to niche content creators through Newsletters Other creators pick-up the topic and make it a trend Even consumers follow the trend and create huge organic growth Trend reaches it maximum potential (Bollywood /TV Celebs follow suit?) Trend dies down creating an impact in its lifetime
- 10. What Content Creators can do ◦ Live Chats: Hosting Live chats and engaging with fans on different platforms ◦ Comments & Replies: Actively participating in conversations with fans / other creators What LIKEE can do ◦ “You will be as much valuable to others as much as you value yourself” ◦ For Brands to value KOLs on LIKEE, LIKEE will have to value them. How? ◦ LIKEE should promote its Creators in different events ◦ Example: LIKEE sponsoring a Category (not the event) in a beauty pageant, and nominating its top creators in that genre ◦ Organizing Meet-ups at local (to target Tier-2 & Tier-3 cities) and national level ◦ LIKEE reaching out to production houses with its content creators as its catalogue Resonating with the Audience: Increasing Social Value LIKEEasanEnabler
- 11. Attracting New Influencers Influencers can be broadly classified into 3 types based on the type of following ◦ Celebrity: Massive offline audience which follows the person on every platform possible ◦ Platform Specific: Huge audience built over time on one platform; less following comparatively on other platforms ◦ Jack of all trades: Significant fans on multiple platforms Attracting such influencers to join LIKEE can be ◦ Organic – By being an Enabler – Lots of perceived opportunities for Influencers to grow and succeed ◦ Paid – Incentivizing Influencers to join Likee through monetary or other benefits While celebrities create immediate impact, they are usually expensive and economically unviable for tight budgets Platform specific Influencers have a lot of potential and can be groomed to become a great asset While Jack of all Trades can create a burst of growth, the total impact over their lifetime is comparatively less
- 12. Case Analysis 1: Megha Prasad Self promotion: ◦ If 1% of the fans start to follow on Instagram then = 4k per activity ◦ Promoting 3 times a week for a month = 4k*3*4 = 48k new followers on Instagram in a month Duet with Me Contest (Fans posting Instagram Story) ◦ Assuming 10% of the fans participate, each fan having 100 followers out of which 1% of their friends follow then = 40k*100*10% = 40k new followers each month Instagram Collaborations ◦ If the other Insta KOL has 4M following and if 1% follow: 4k new followers per activity ◦ Collaborating with one Insta KOL every week: 4k*4 = 16k new followers per month Strength Weakness Massive following on LIKEE Comparatively low following on Instagram Very active on LIKEE and Instagram Need to collaborate frequently with other Likers and Instagrammers
- 13. Case Analysis 2: Khwahish Girl People are not aware of her presence on LIKEE Need to post shareable content where audience can participate in the video Collaborations ◦ Collaborate with other Likers to increase awareness and reach Self promotion on Instagram and YouTube ◦ If 1% of monthly viewers start to follow on LIKEE then = 3.6k per activity Duet with Me Contest (Fans posting Instagram Story) ◦ Assuming 10% of the monthly viewers participate, each fan having 100 followers out of which 1% of their friends follow then = 36k*100*10% = 36k new followers each month Strength Weakness Huge subscriber count and Video views on YouTube Frequency of uploads is low Has partnered multiple times with similar Content Creators Not much active on YT in recent months