#KetchupTalks: Riya Upreti emphasizes on the importance of choosing the right niche for brands and creators

Piyush Singh
New Update
Riya Upreti

Influencers marketing is bringing new opportunities for brands and influencers alike but only the people who have the right strategies can unveil the full potential of it. Scroll down to read some insights shared by Riya Upreti on the same. 

The Indian influencer market in 2022 was valued over 12 billion and is bringing new opportunities for brands and influencers alike. As influencer marketing is emerging as a powerful and impactful strategy for businesses, it's important for both parties to know the ways to make the best out of it. One of the most important things that often gets overlooked is identifying a niche. Sectors such as food, fashion, jewelry, and electronics are extensively entrusting influencers to strengthen brand messages or connect with target audiences to make their purchase decisions and product research easy.

A well-defined niche not only helps individuals connect with the right audience but also to set the stage for authentic and engaging collaborations. Brands are also discovering that by narrowing their focus and identifying a specific niche, they can effectively connect with their target audience and achieve more meaningful results; this also goes for the influencers. When it comes to creating content, a lot of people find themselves wanting to do many things at once. Many creators have this misconception where they think that touching different areas with their content might get them a broader audience base but that's not always true. Selecting a niche is paramount for content creators as it defines their unique space in the vast digital landscape. A well-chosen niche allows creators to cater to a specific audience with distinct interests, fostering a more engaged and loyal following. In a competitive online environment, a niche serves as a strategic advantage, enabling content creators and brands to stand out amidst the noise and attract a more dedicated audience. Riya Upreti, an infotainment content creator shares a 5-step formula that can be used for knowing one’s brand inside out.

Also Read: Ishita Mangal on exploring India through fabrics through her #IshtatesofIndia series

Here's what she had to say!

Understanding the brand and the industry

To understand one’s brand inside out, it’s essential to delve into the brand's identity, its values, missions, unique selling propositions (USPs), and target audiences. Consider, for example, an Indian sportswear brand aiming to promote a new line of yoga attire. In this case, the niche might be 'Yoga and Wellness,' and the target audience would be yoga enthusiasts, wellness seekers, and fitness-conscious individuals. After understanding your brand's essence, it's crucial to conduct extensive industry research. Studying competitors, industry trends, and market dynamics to understand what's working and what's not.

Identification of target audience

Understanding the target audience, on the basis of demographics, interests, online behaviors, and pain points, is paramount. Once, target audience is identified, it becomes easier to identify influencers with a strong following within that niche. 

Shortlisting influencers and testing the campaign for effective marketing

The influencer landscape in India is vast, diverse, and dynamic. There's a niche for every brand, and to narrow down the choices, it's essential to find the right influencer who caters to the brand's specific audience. Most important, after identifying the niche influencers, begin with small-scale collaborations to gauge their impact. Monitor key metrics like engagement, conversion rates, and return on investment (ROI). They analyze the feedback to fine-tune their influencer marketing strategy. E-commerce platforms like Flipkart and food delivery services like Swiggy are often seen partnering with food bloggers and vloggers having a niche in showcasing unique, regional cuisines. 

Finding a niche in influencer marketing is an evolving process that requires a balance of introspection, research, and adaptability. In India, a country with a diverse market and a rapidly growing influencer landscape, it's more critical than ever to discover your niche and connect with your target audience. By following these formulas, one can harness the power of niche influencer marketing and position their brand for success in the Indian market. 

What are your thoughts on the booming influencer marketing industry? Tell us in the comments below!

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