Last September, Adobe made headlines by announcing its acquisition of Figma for $20 billion. But why would Adobe pay 50 times more than Figma’s annual revenue for just a design tool?

The reasons are worth knowing. Let’s take a look at what happened exactly and why this acquisition was beneficial for Figma and how Figma’s marketing outsmarted SEO expert Neil Patel.

Table of contents

1. What is Figma?
2. How Figma and Adobe Competition Started
3. How Did Figma Beat Adobe?
4. Inside The Adobe Figma Acquisition
5. Figma Could Have Denied The Acquisition
6. Why Was The Figma Adobe Deal Got Called Off in 2023?
7. In Conclusion
8. Frequently Asked Questions

What is figma?

Figma Dashboard

Dylan Field founded the cloud-based design tool Figma in 2012. While the design tool’s features and functionality are similar to Sketch’s, Figma provides differential features that set it apart from other tools.

It has features like:

• It works on any platform
• Collaboration is easy
• It uses Slack for team communication
• The embedded Figma files provide real-time updates
• Let’s you comment (Great for giving design feedback)
• Its APIs provide third-party tool integration
• Straightforward and intuitive prototyping

As the use of remote and hybrid work increased during the pandemic, Figma gained popularity. By 2022, more than 4 million designers worldwide were using its products.

How figma and adobe competition started

Adobe, a powerhouse in the world of design and photo/video editing, was established in 1982 and has held the throne since. Despite having competitors like Sketch, Adobe remained unruffled, as these rivals were stuck in their old ways of doing business.

However, things changed with the entry of Figma in 2012, bringing with it distinctive features that quickly made it a favourite among designers. Figma’s user-friendly interface was the icing on the cake, catching Adobe off guard as it had only felt significant competition then.

Faced with innovation and speed, Figma consistently rolled out new features and updates that turned heads. Feeling the heat, Adobe decided to step up its game and launched Adobe XD on March 14, 2016. This widely used tool is an integral part of Adobe’s Creative Cloud suite, specialising in prototyping user interfaces (UI) and user experiences (UX) for various software types, including web and mobile applications.

To strengthen their position, Adobe collaborated with prominent SEO service providers and experts like Neil Patel. This partnership aimed to generate buzz by discussing, writing and creating hype around Adobe XD. For a considerable time, both Adobe and Figma pushed each other to innovate, constantly introducing new features and improvements. However, there came a point where Adobe couldn’t keep up with Figma’s pace, leading them to make a strategic decision – to acquire Figma.

How did figma beat adobe?

Figma outpaced Adobe with just three words: Content, SEO and hiring. Let’s delve into a recap of Figma’s marketing strategies.

Content – the golden rule

The golden rule of content is simple: if you would not read it yourself, chances are no one else will. Enjoying the content you produce is a litmus test for its attention-worthiness. Crafting content that resonates with your audience and sparks engagement is necessary for the growth of marketing functions. Creating content merely for the sake of it, without carefully considering its quality or relevance is like “motion without progress.”

Focus on original and creative content

This is one of the key recommendations for any experienced digital marketing company. Now take a closer look at how Figma tackled content creation. They took an intriguing approach to content creation. Their strategy centred around being original and creative, focusing on whether they, as creators, would genuinely want to read or share the content they were producing. If the answer was no, they scrapped it.

Creating relevant content

Before creating any content for the users, Figma leaders made sure to use their tool themselves and better understand user needs. Toni, Figma’s early growth marketer first used to use the product and understand the existing and potential users. This helped him create creative content. The content assists users in getting skilled with the tool, Figma creates an extensive amount of educational content, including blog entries, courses and tutorials. In addition, it helps with getting users and retention, this content positions Figma as a leader in the design industry.

Make your content Authentic

Many times, businesses try to keep up with the competition by creating and publishing content that may be outside their expertise. However, authenticity is still highly valued, and Figma exemplifies this. Instead of writing the typical ‘how-to’ blogs promising specific results, Figma focused on being genuinely helpful to designers. They uniquely speak to their audience and cover diverse topics, but their authenticity resonates with their audience. This authenticity gave them an edge over companies like HubSpot and Neil Patel, who heavily emphasise ‘how-to’ content.

Here’s a quick lesson: When connecting with technical audiences, especially early adopters, it’s not always about providing ‘how-to’ content. They’re more interested in understanding WHY you built what you built and WHAT they gain from it.

Check out the examples of their content below:

Observe their design and content—engaging, crisp and to the point.

SEO and SEM

Figma crafted an impressive product, and now it was the time to attract those who are open to different brands. Their goal was to catch them at the exact moment they were trying to solve a problem using Figma or when they were considering a purchase.

Look at Figma’s search volume since 2015, most queries were

The genius move in Figma’s search marketing strategy was its focus on wireframing. Recognising that wireframing often kicks off the design process, they have strategically aimed to own this space. They even bid on terms like “wireframe” Indicating a bold approach that may not suit every company.

While this strategy might not be suitable for most businesses and they might need to get professional SEO services. While Figma’s massive budget allowed them to dominate industries and market sections, like wireframing. They understand that if they capture users at the wireframing stage, they are likely to keep them throughout the design process. Their meticulous use of both paid ads and SEO helped them secure top positions for high-intent queries, leading to a well-rounded and effective marketing flywheel. This holistic approach ensured Figma’s growth became a self-sustaining flywheel with evolving network effects.

Hire people who can do ‘stunts on their own’

The person who wants to learn can be taught, but the person who doesn’t want to learn anything cannot be taught, no matter what you try. Figma embraced this idea when hiring. Instead of searching for people ‘skilled’ in a specific job, they sought out and hired individuals who were eager to learn and quick to adapt.

Toni, the early growth marketer for Figma, sought what he called ‘growth athletes’—people capable of navigating various aspects of growth marketing, each with their own specialities. These individuals were ‘speed-obsessed, experimentation-minded and eager to throw a lot of spaghetti at the wall to see what sticks.’

Rather than immediately outsourcing to agencies, Toni and the early growth team ‘did all their own stunts.’ This approach allowed them to develop skills, gain knowledge and cultivate a deep understanding of Figma’s users.

Here’s a quick lesson: Use your product, understand your users, be purposeful in your efforts and create a culture of learning and development.

Inside the adobe figma acquisition

Although Figma had not established itself as a ‘clear competitor’ against design giant Adobe, it was expected to gain a total market share of $16.5 billion by 2025.

As the market became more saturated with new generations of design tools, Adobe’s core business growth was decreasing. Therefore, Adobe has a lot of reasons to think about purchasing the promising Figma. Through this acquisition, Adobe could expand into a market that has not yet yielded results.

What was the bid

So here was the bid. Adobe purchased Figma for $20 billion (half in cash and half in equity). The CEO and staff of Figma received an additional 6 million restricted stock units, which vest over four years. Co-founder and CEO of Figma, Dylan Field continued to oversee the Figma team but had to report to David Wadhwa, head of Adobe’s Digital marketing division. Both businesses carried on independently up to the anticipated closure in 2023, which was approved by stockholders and regulators.was Adobe’s biggest acquisition to buy an already-existing business. But, why didn’t Figma deny the acquisition? It already had a competitive edge over Adobe. Let’s know why.

Figma could have denied the acquisition

Figma was intelligent enough to approve of this acquisition. They knew at some point that their creativity would reach a saturation point, and they were getting two things out of this transaction. Of course, money is important, but so are the knowledge and cooperation of large companies like Adobe. While Figma offers full design features, Adobe has been the industry leader in graphic design since 1982.

This was advantageous to them both. merging these two businesses. With Figma’s cloud-based features, designers may keep using the tried-and-true Adobe tooling.

Why was the figma adobe deal got called off in 2023?

Following the acquisition, the UK’s Competition and Markets Authority (CMA) opened an investigation and “found competition concerns,” which were used to prevent the deal from closing. This was earlier in 2023. After the deal was finalised, the CMA asked Adobe to sell Figma Design, which was the primary product that Adobe had originally intended to buy from Figma. For months, there was back and forth between the two entities, but the CMA remained firm.

The European Commission then released a statement in August announcing its decision to inquire into the merger due to its “concern that the transaction may reduce competition in the global markets for the supply of interactive product design software”. To worsen the situation for Adobe, the Department of Justice also started an inquiry.

Adobe and Figma realised that the game was against them and that it would be preferable for them to back out of this agreement than to battle.

In conclusion

The Adobe-Figma acquisition case study highlights the importance of staying adaptable in a dynamic marketplace. Along with staying adaptable implementing smart content and SEO strategies can get you places, like it did to Figma. Pairing adaptability with savvy content and SEO strategies, as seen with Figma, can truly propel your brand.

Hold on to the potential of design tools and think about teaming up with our digital agency in Ahmedabad to elevate your brand through innovative and impactful design strategies. Reach out to us today at hello@florafountain.com for a personalised design consultation that caters to your unique needs.

Frequently asked questions

When it comes to online advertising, two major ad platforms dominate the field: Facebook Ads and Google Ads. These advertising platforms have revolutionised the way businesses promote their products and services online. However, choosing the right ad platform for your business is crucial. Should you go for Facebook’s extensive targeting options and social media reach or opt for Google’s vast search network and intent-based targeting? Let’s dive deep into Facebook Ads vs. Google Ads, exploring their strengths, weaknesses and key differences to help you make an informed decision on which platform is best suited for your advertising goals. Get ready to discover the power of precision targeting and effective ad campaigns!

Table of content

1. Understanding Facebook Ads and Google Ads
2. Facebook Ads vs. Google Ads: A comparison
3. Choosing the right platform for your business
4. Concluding thoughts
5. Frequently Asked Questions

Understanding Facebook and Google Ads

When it comes to advertising online, both platforms offer unique opportunities to connect with the target audience, drive brand awareness and achieve marketing goals. While Facebook Ads is a social media driven platform, Google Ads is a search engine focused platform. The experts at Flora Fountain, a digital marketing company, have broken down the mechanics of Facebook Ads and Google Ads into a simple to understand guide below.

Facebook Ads for Businesses is an advertising platform provided by Facebook that allows businesses to create targeted ads to reach their desired audience on Facebook and its affiliated platforms, such as Instagram feeds and stories. It offers a range of ad formats, advanced targeting options based on user demographics and detailed analytics to help businesses increase brand awareness and achieve their advertising goals.

Paid promotions help businesses reach a larger audience digitally

Google Ads for Businesses is an online advertising platform offered by Google that enables businesses to display ads on Google’s search engine results pages, websites and mobile apps. It allows businesses to reach their target audience through targeted keywords, demographics and interests, helping them increase visibility, drive website traffic and generate leads or sales.

Facebook Ads vs. Google Ads: A comparison

Facebook Ads and Google Ads are like two cool kids of the advertising classroom, each with their own unique skills. Let’s break it down and compare them so you can decide which one suits your business needs best.

1. Cost

Facebook Ads for businesses operates on a “pay-per-impression” basis. Which means you pay each time your ad is viewed by someone online on social media. The cost depends on things like your target audience, the quality of your ad and the level of competition. On the other hand, Google Ads mostly use a “pay-per-click” model. You pay for each click your ad gets. The cost of clicks in Google Ads is influenced by factors like how competitive the keywords are, the ad quality and its relevance. Since Google’s clicks are more intent-driven, the clicks end up being more expensive than the views of a more passive user offered by Facebook. The cost of customer acquisition (CAC) too is higher in Google.  As an experienced SEO company in Ahmedabad, Flora Fountain has been helping many ecommerce businesses attract potential customers to their online stores via Google Ads.

2. Audience Reach

Facebook Ads allows targeting users based on demographics, interests, behaviours and even custom audiences. Google is the popular kid in town. It is the world’s most-used search engine, processing billions of searches every day. This vast network of Google provides advertisers with access to a wide range of users actively searching for products or services. Simply put, Facebook Ads are for businesses who want to reach people based on their interests and behaviour, while Google Ads for businesses helps target users who are searching for that specific product or service online, right at that moment.

There are many factors that affect the performance of an ad on Facebook

3. Ad Placements

Facebook is that magician who can make your ads appear in different places within their platform. You can show your ads in the Facebook News Feed, Instagram Feed, Instagram Stories, Audience Network (which includes external websites and apps) and even in Messenger. It’s like a seamless blend of your ads into the user’s browsing experience. On the other hand Google Ads helps businesses to display ads in search results, on websites within the Google Display Network and on YouTube. Your ads could pop up right alongside search results or be displayed next to relevant content on partner websites and YouTube videos. So, it is important to understand which platform your intended audience is more likely to use, Facebook/Instagram or Google/YouTube.

4. Ad targeting

Facebook has a treasure trove of user data, allowing you to create super-specific audience segments whereas Google Ads relies mainly on keywords to match ads with relevant search queries. It also offers additional targeting options like demographics, location and device targeting. While Google doesn’t offer the same level of detail as Facebook in terms of user interests and behaviours, it makes up for it by capturing users when they’re actively searching for something.

5. Ad formats

Facebook Ads for businesses is all about impressing users with their variety of ad formats. You can choose from image ads, video ads, carousel ads (where you can swipe through multiple images), collection ads (showcasing a group of products) and lead generation ads. These formats are designed to catch users’ attention and provide an interactive experience right in their social media feeds. On the other hand, Google Ads offers formats like text ads, display ads, shopping ads (perfect for online stores), video ads and app promotion ads. Regardless of format or platform, visuals are an important part of driving conversions on both platforms. Performance marketing companies often work with a graphic design agency to help businesses run effective ad campaigns.

Choosing the right platform for your business

Here are some points for you to consider when stuck in the dilemma of Facebook Ads vs. Google Ads.

• Consider your goals: Think about what you want to achieve with your marketing. Do you want to spread the word about your brand and get people engaged? Then Facebook Ads is the go-to for your business! It’s like having the superpower to reach a specific target audience based on their interests, behaviours, and demographics. For example, if you want to target millennials who are Bollywood fans, or young adult males who follow the English Premier League closely, for your retail brand, Facebook is the way to go. On the other hand, if you want to capture those active seekers who are hunting for your products or services, driving traffic to your website and boosting conversions, Google Ads is where the magic happens! For example, if you want to target corporates looking to buy a SaaS product or a business-owner looking for an SEO company in Ahmedabad to build an optimised website and promote it organically through search engine optimisations, then Google is the way to go.
• Analyse your target audience: Time to put on your detective hat and analyse your target audience’s online behaviour. If they’re serial Facebook or Instagram feed scrollers liking, commenting and sharing content, it’s a sign that Facebook Ads are best for your business. But if they’re busy typing away on Google, searching for solutions or products, or if they watch hours of videos on YouTube everyday, you want to be part of their online journey! Google Ads for businesses can help you reach them at the right moment.
• Budget considerations: Money talks, right? Consider your budget and the cost of advertising on each platform. Facebook Ads for businesses generally come with a lower cost per click (CPC), making it a cost-effective choice for brand awareness campaigns. On the flip side, Google Ads, especially for the more popular keywords, will cost more per click, but it often delivers better conversion rates. So, find the ad platform that aligns with your budget and objectives.
• Competitor analysis: It’s time for some undercover work! Take a sneak peek into a successful competitors’ digital marketing strategy. Are they ruling the Facebook Ads kingdom or conquering the Google Ads empire? Since you are both targeting the same audience, studying their moves and success, can uncover valuable insights about which platform will work wonders for your business.

As a branding agency in Ahmedabad, Flora Fountain has helped many local and national level businesses to tap into the right audience and achieve their business goals.

Concluding thoughts…

Leave behind the rivalry between Facebook Ads and Google Ads because they actually complement each other perfectly! Let’s break it down: Facebook Ads act as your brand’s cheerleaders, while Google Ads can work as the lead generating workhorses for your business. But here’s the exciting part! When you partner with a digital marketing agency like Flora Fountain, you can leverage the power of both these incredible tools. We’ll assist you in optimising and fine-tuning your campaigns on each platform to ensure optimal performance. Whether it’s boosting your website’s ranking through our SEO wizardry or making waves in the social media world with our expertise in social media marketing, rest assured we’ve got your back. So let’s team up and achieve your business goals together!

Shoot us an email at hello@flora.ffteam.in and let’s work on the digital growth of your business over a cup of coffee.

Frequently Asked Questions

Still have questions? Relax, we have answered your frequently asked questions on Facebook Ads vs. Google Ads. We’re pretty sure they’d be helpful!

In this era of short attention spans, doom-scrolling, viral memes, dancing cats and selfies gone wild, one might wonder, “Do hashtags even matter anymore?” Well, hold onto your ‘avocado toast’ because we’re about to dive deep and unravel the true power of hashtags in social media marketing.

From #ThrowbackThursdays to #MondayMotivation, these little phrases have the ability to catapult your content and brand into virality. While some may believe hashtags are losing their relevance, that is not entirely true. In fact, in 2023, hashtags are still doing their job, proving their significance in social media marketing. Let’s explore how!

Table of content

1. What are Hashtags
2. The significance of hashtags in social media marketing
3. Benefits of using hashtags
4. Challenges faced in using hashtags
5. Hashtags on different social media platforms
6. Successful hashtag campaigns
7. Some concluding thoughts

What exactly is a hashtag?

A hashtag is a word or keyword phrase, often preceded by the hash or pound symbol (#), which plays a crucial role in social media by tagging users and cross-referencing content. Hashtags in social media serve as a means to connect posts to specific topics, themes, or ongoing conversations. By highlighting a particular subject, hashtags make it easier for users to search for related content and engage with the target audience.

The first recorded use of the hashtag on a tweet by Chris Messina

The significance of hashtags in social media marketing

Since their inception, hashtags in social media marketing have brought about a profound transformation. By efficiently categorising and making content easily discoverable, hashtags in social media have become a powerful tool for reaching a broader audience. Social media marketers have harnessed the potential of hashtags to create viral campaigns, amplify brand awareness and accomplish their creative objectives. Moreover, hashtags play a pivotal role in directing attention towards specific niches or brands, thus driving higher engagement. While hashtags were initially synonymous with platforms like Twitter and Instagram, their prevalence has extended to almost every social media channel.

The #ShareACoke campaign was one of the most successful social media marketing campaigns

For instance, let’s take the case of #ShareACoke, a campaign initiated by Coca-Cola and its digital marketing company. By incorporating this hashtag in their social media posts and encouraging consumers to share photos with their personalised Coke bottles, Coca-Cola sparked a wave of user-generated content and participation. This innovative use of hashtags increased brand visibility and fostered a sense of community and personal connection among consumers. It exemplifies hashtags’ importance on social media and how they can effectively leverage the platforms to enhance brand engagement and establish a strong online presence.

Benefits of using hashtags

In the ever-evolving landscape of social media, hashtags have emerged as powerful tools for digital marketers and brands. Understanding hashtags’ importance in social media is crucial for any business aiming to thrive in the online sphere. Here are some key reasons why hashtags play a pivotal role in social media marketing:

• Enhanced Brand Visibility: Hashtags offer a unique opportunity to increase brand awareness and visibility. By strategically incorporating relevant hashtags into social media content, companies can expand their reach and connect with a wider audience.
• Targeted Audience Engagement: With the use of hashtags, digital marketers can effectively target specific groups of individuals who are genuinely interested in their products or services. This ensures that the content reaches the right audience, leading to higher engagement and conversions.
• Amplified SEO and Trend Capitalisation: Hashtags serve as a gateway to improved social media platform “SEO” or search engine optimisation (SEO) by making content more discoverable on that platform. Moreover, savvy marketers can leverage trending hashtags to join relevant conversations and ride the wave of popular topics, boosting their presence on that platform and engagement.

For example, a digital marketing agency can strategically incorporate hashtags like #digitalmarketingtips or #onlinemarketingstrategy to attract their target audience and position themselves as industry experts. By harnessing the power of hashtags, businesses can unlock new opportunities for growth and success in the dynamic world of social media.

Challenges with using hashtags

Alongside the undeniable benefits, there are challenges that marketers face when incorporating hashtags into their strategies. Understanding and addressing these challenges is vital for harnessing the full potential of hashtags in social media marketing. Here are some common hurdles and effective solutions:

1. Oversaturation and Competition: As hashtags have gained popularity, the sheer volume of content associated with popular hashtags has skyrocketed. This oversaturation poses a challenge in standing out from the crowd and reaching the target audience effectively.

Solution: Marketers must strike a balance between popular and niche hashtags. For instance, a graphic design agency can promote its services and target a more tailored audience while minimising competition by combining relevant, industry-specific hashtags like #GraphicDesignAgency with more specific, long-tail hashtags like #CreativeDesignSolutions

2. Lack of Consistency and Relevance: Inconsistent use of hashtags can dilute a brand’s message and hinder its discoverability. Irrelevant or overly generic hashtags can attract the wrong audience or fail to create meaningful connections.

Solution: Conduct thorough research and develop a hashtag strategy aligned with brand values and campaign objectives. Tailor hashtags to specific posts, ensuring they are relevant, concise, and resonate with the target audience. For instance, a Graphic Design Agency could use hashtags like #CreativeDesignTips or #DesignInspiration to attract individuals seeking design insights and inspiration.

3. Trend Relevance and Timing: Staying up-to-date with trending hashtags can be challenging, as trends emerge and fade rapidly. Missing out on trending topics can limit a brand’s exposure and hinder engagement opportunities.

Solution: Regularly monitor industry trends and leverage popular hashtags that align with the brand’s messaging. By actively participating in conversations surrounding trending topics, businesses can increase their visibility and engage with a wider audience.

Hashtags on different social media platforms

Let’s explore how hashtags are used on various social media platforms

Instagram

On Instagram, unique hashtags are created to drive user campaigns and increase the visibility of Instagram stories. They help users discover content related to their interests. Studies have shown that the optimal number of hashtags per post is between 9 and 11, increasing engagement and reach.

How many hashtags can increase engagement per post

Facebook

Hashtags are not commonly used on Facebook posts, as they generally don’t perform well. However, in specific use cases where content promotion is involved, hashtags can be utilised.

Pinterest

How hashtags can make finding particular topics easier

On Pinterest, hashtags are used to identify specific topics or pins. Clicking on a hashtag allows users to discover related pins. It’s advisable to use no more than 20 relevant, specific, and descriptive hashtags for better searchability.

Twitter

Tweets with hashtags on Twitter tend to generate more retweets compared to those without hashtags. However, it’s recommended to limit the use of hashtags to 1 or 2 per post for optimal engagement

Examples of great hashtag campaigns

Let’s take a look at some successful hashtag campaigns that effectively utilised hashtags to achieve their marketing goals

Byju’s Master Ji Campaign
Byju’s, a leading Indian education company, launched the “Master Ji” campaign in 2021 to honour teachers who persevered during the pandemic. Using hashtags like #KeepLearning and #LearnUnlearnRelearn, Byju’s amplified the campaign’s reach and resonated with the audience. The campaign featured a poignant film portraying a village teacher’s struggle with technology. By leveraging storytelling and relatable experiences, Byju’s sparked meaningful conversations and generated significant engagement.

The strategic use of hashtags played a pivotal role, associating the content with popular and relevant tags for maximum visibility. The campaign’s impact went beyond social media, igniting a nationwide dialogue on education. Byju’s Master Ji campaign exemplifies the power of hashtags in social media marketing, inspiring the industry to leverage this tool for amplifying messages, fostering engagement and creating meaningful change. As a branding agency in Ahmedabad, we used this campaign as an example while training many young digital marketeers.

Protect With CarzSpa
CarzSpa, a renowned car detailing studio with a global presence, embarked on a captivating campaign to showcase its exceptional paint protection services. Through a series of visually appealing Instagram posts, CarzSpa emphasised the advantages of their paint protection films, graphic coatings, and ceramic coatings. To amplify their reach and engage the target audience, they strategically employed the hashtag #ProtectWithCarzSpa. The campaign’s hashtag gained remarkable traction, garnering over 3,000 posts from satisfied customers and enthusiasts.

This success exemplifies the profound impact of hashtags in promoting specific products or services, enabling brands to effectively penetrate their target markets and generate buzz. Managed by Flora Fountain, who is their digital marketing agency and SEO company in Ahmedabad, the team incorporated relevant and compelling hashtags into social media campaigns that significantly enhance brand visibility, boost engagement, and ultimately drive business growth. CarzSpa’s campaign serves as a testament to the hashtags’ importance in social media, inspiring brands to leverage this powerful tool for greater reach and impact.

Some concluding thoughts

To conclude, hashtags play a vital role in social media and social media marketing. They simplify content discovery, facilitate audience engagement and enhance brand awareness. Strategic use of hashtags in various brand marketing strategies can significantly promote a brand’s reach and visibility. Therefore, it is crucial for businesses to incorporate hashtags in their social media campaigns and utilise their potential to the fullest.

Remember, hashtags in social media marketing are still relevant in 2023 and leveraging them effectively can lead to improved results. Consider the benefits and challenges associated with hashtags, explore their usage on different social media platforms and draw inspiration from successful hashtag campaigns to enhance your brand’s social media presence. And of course, if you want to speak to us about it just drop an email at hello@flora.ffteam.in

Hey there! You have an Instagram notification! Chances are, it’s probably one of the digital marketing influencers you follow going live.

The rise of social media platforms like Instagram, TikTok and YouTube has created a new breed of celebrities known as digital marketing influencers, who can influence the purchasing decisions of their followers. The fact is, at least once in our lives, we have made a buying decision based on the recommendation of our favourite social media influencer. This is a clear example of the importance of digital marketing but also the rise of influencers in digital marketing.

Before diving into creating a robust social media influencer marketing strategy, it’s essential to understand the basics: how does influencer marketing work, does it make sense for your industry and what specific benefits can it offer your business?

Enter the digital therapists at Flora Fountain, a digital marketing company from Ahmedabad, and we will help you understand the importance of influencers in digital marketing through this blog.

Table of content

1. What is influencer marketing?
2. The rise of influencers in digital marketing
3. How can influencer marketing be implemented?
4. Advantages of influencer marketing
5. Building an effective influencer marketing strategy
6. In conclusion…
7. Frequently Asked Questions

What is Influencer marketing?

Do we live in a hyper-connected world? Are traditional marketing tactics like fliers and hoardings now outdated? Do brands and more importantly consumers, all over the world realise the importance of digital marketing? Do they make decisions based on what they see online?

Well, yes, yes and yes!

Now, to combat these new realities, your business must include not just digital marketing but also channelise influencers in its digital marketing strategy.

Influencer marketing is like the love child of traditional celebrity endorsements and modern-day content-driven campaigns. It involves a collaboration between brands and digital marketing influencers, resulting in campaigns that can drive impressive results in the form of going viral, generating more sales or targeting an altogether new demographic that the influencer appeals to. Using influencers strategically in this way increases the importance of digital marketing for growing your business! In this blog, you will learn how you can make this happen.

The rise of influencers in digital marketing

The very first influencers were probably the Roman gladiators with their faces painted on walls, then came Santa Claus used by Coca-Cola and of course the Marlboro Man. In India too, Bollywood celebrities have been known for influencing people in buying everything from soap to mouth fresheners. However, the landscape has shifted online and we find ourselves amidst a world of D2C (direct-to-customer) products from grain-free pet food to hair growth gummy vitamins to bespoke silver jewellery and more!

Scherezade ‘Sherry’ Shroff is one of the most prominent lifestyle influencers in digital marketing in India

While in the past it was usually the ‘already famous’, like cricketers and movie stars, who would endorse a product and promote a lifestyle, however, the always-watching digital world has made influencers famous for their lifestyles, turning them into celebrities. And with the emergence of social media, “influencing” has transformed into a full-time profession.

Tanmay Bhat promoting Unacademy on his YouTube live stream. Notice the smartly placed visible code below the stream?

Brands too have embraced influencer marketing due to its effectiveness. Indian Edtech company Unacademy had roped in comedian and YouTuber Tanmay Bhat to promote their online courses. Bhat’s live video streams have a large audience of teenagers and people in their early to mid-twenties who are probably planning to get into college or are already in college. The ideal target audience for Unacademy. Bhat would smartly sneak in a commercial line here and there during the 45 minutes long stream and even offer a promotional code like TANMAY10, offering a discount as an additional bait for the viewers.

While such collaborations between social media influencers and brands have been going on informally since the dawn of social media, there has been a remarkable surge in these collaborations over the last few years. McKinsey estimates the influencer market to be valued at $16.4 billion in 2023, across platforms such as Instagram, Tiktok (where available) and YouTube in countries like India, the US, UK and platforms like Pinduoduo and WeChat in China.

Where can influencer marketing be implemented?

Influencers in digital marketing thrive on social media, streaming platforms and review platforms. By leveraging the power of digital marketing influencers on these platforms, brands can effectively promote their products and services, increase visibility, drive sales and foster long-term brand awareness and customer loyalty.

Social Media: Digital marketing influencers have revolutionised social media marketing by creating highly engaging content that resonates with consumers. Tapping into this growing trend, prominent affordable luxury brand Daniel Wellington collaborated with fashion and lifestyle influencers like Aashna Shroff, leveraging their large followings and content around fashion and style to promote their watches. By offering customised discount codes and referral incentives, the brand achieved widespread recognition and increased sales.

Streaming platforms: Remember when we spoke about comedian Tanmay Bhat promoting brands while streaming videos? Platforms like YouTube and Twitch have many micro and mega influencers who regularly stream videos talking about fashion, lifestyle, gaming and pop culture. These video streams are a gold mine for brands to attract customers. While we all know about YouTube, Twitch is popular with professional and amateur gamers, who stream their gameplays for hours at a stretch. One such influential gamer, Ninja, has endorsements from Red Bull, UberEats and Adidas!

Reviews: Curated reviews are another highly impactful way of influencer marketing, where a brand can get the influencers to have a positive conversation started around their product or service. No, we’re not talking about getting fake reviews, but getting influencers to talk about their experience of staying at a hotel, a spa treatment or dining at a specific restaurant. A good example of it is the website Curly Tales, led by Kamya Jani. They tie up with lifestyle, food and travel brands and promote them via articles, listicles and videos. As an SEO company in Ahmedabad, we usually help travel and food brands explore such collaborations through guest blogging and social media reviewing.

Advantages of Influencer Marketing

Influencers in digital marketing in India have emerged as a powerful strategy with numerous advantages for brands. Here are three key benefits that make influencer marketing a valuable tool in your marketing arsenal.

Increased Brand Awareness: Collaborating with digital influencers can significantly boost brand awareness. Their large and loyal following provides access to a wider audience, allowing your brand to reach potential customers who may not have been aware of your products or services otherwise. Through authentic and engaging content, influencers create a buzz around your brand, increasing visibility and capturing the attention of their dedicated followers.

Higher Engagement: Influencer marketing offers the advantage of higher engagement rates. Influencers have built a strong connection with their audience and when they endorse your brand, their followers are more likely to engage with the content and take action. Whether it’s liking, commenting, sharing, or even making a purchase, influencer-driven campaigns tend to generate higher levels of engagement compared to traditional advertising methods.

Cost Effectiveness: Influencer marketing can be a cost-effective strategy for brands, especially when compared to traditional advertising channels. Collaborating with influencers allows you to tap into their established platforms and dedicated fan base without the need for expensive production or media buying costs. Additionally, influencer partnerships often offer a higher return on investment (ROI) due to the targeted nature of the audience reached and the authentic trust built between influencers and their followers.

Building an effective influencer marketing strategy

Your brand is your brainchild and only you get to pick how you want your consumers to perceive it! When deciding on an influencer marketing strategy it is important to understand how it will add to your brand’s value and vision. Below are some strategic steps to build an influencer marketing strategy:

1. Define your brand’s goals and what you want to achieve through that marketing campaign.
2. Identify your brand’s target audience and what social platforms they use most.
3. Select the right digital marketing influencer that specialises in your brand’s niche and can help you create the right content.
4. Develop a campaign brief which clearly states expectations for an influencer and the kind of content you want them to create for your brand.
5. Measure the campaign’s performance and identify what worked well and what didn’t to feed the strategy for your next influencer marketing campaign.
6. Build long-term relationships with your influencers in a manner that helps build trust with your audience and increase the effectiveness of your campaigns over time.

Additionally, you can also hire a digital marketing agency and a graphic design agency to meet your brand’s digital and marketing goals!

In conclusion…

Influencer marketing is an ever-evolving and growing field and your brand must adapt to its strategies proactively to stay ahead of the curve and reach new audiences. As a branding agency in Ahmedabad that also specialises in creating a digital strategy, including using influencers in digital marketing in India, we can help you grow with influencer marketing collaborations. If you are ready to get started just say hello@flora.ffteam.in

Frequently Asked Questions (FAQs) about Influencer Marketing in Digital Marketing