How Influencer Marketing is changing the way tech products are marketed – Anshuman Gupta, Marketing Manager, Wobb

Influencer Marketing is helping tech brands market their new products to the target audience. Especially for the Tech industry where online reviews and first-impression decides how the public perceives it, sometimes even before the actual commercial launch. Influencer Marketing platforms driven by data and automation are helping these brands reach out to masses by enabling these brands to curate social media campaigns with hundreds of quality influencers at once.

When it comes to marketing today, how a product is perceived by the people has taken a centre stage and when it comes to building a public perception, social media is unbeatable. Customers lookout for trusted opinions of people who have used the product and there they are, influencers with Hands-on, First Impressions or comparison videos.

Tech Youtubers like MKBHD, Linus Tech Tips, Technical Guruji, Beebom among thousands of other micro and macro influencers and their army of loyal viewers who are influencing modern-day gadget purchase decisions for millions of customers every day.

Staging a comeback strategy with influencer marketing

Influencer Marketing has been a great option for image repair as well. The computing processor which has been dominated by Intel for years with no real competition has seen a sudden shift towards AMD processors. The new Ryzen 4000 series by AMD was picked up by various influencers and recommended heavily. Tech Influencers like Linus Tech Tips, Just Josh, Dave Lee, Matthew Moniz have been praising the pros of AMDS new processor series has resulted in a sudden shift in the market. After years

Intel has solid competition in the processing segment and AMD is suddenly the new fan favourite with record sales and skyrocketing market share. All of this within one year. This tells you about the kind of power Influencer Marketing wields.

Building hype for a new product with Influencer Marketing

A great example of Influencer Marketing generating real hype in the market is the entire marketing strategy for the launch of Oneplus Nord. The phone saw a solid month of hype from hundreds of influencers across Youtube, some promoted while others who followed suit were organic. A flagship moment for this was Oneplus’ CEO, Pete Lau’s interview with MKBHD where he talked about the production of Oneplus Nord garnered a lot of excitement in the market. All of this, combined with digital marketing resulted in a spectacular performance in terms of sales for Oneplus Nord.

What’s next for emerging Tech Brands

Running campaigns with a wide range of macro and micro-influencers through datadriven Influencer Marketing Platforms allows a brand to promote their product to such a wide audience which would cost a fortune to achieve by traditional methods, in a short period. AI and data-driven influencer marketing platforms like Wobb is helping brands like these reach their audience by automating the entire process of Finding and Executing Influencer Marketing Campaigns with the right set of influencers for a product. Their wide Influencer reach and efficient execution is making the entire process 10x easier and faster.

On a final note, quoting the saying from the world of marketing, “There is no better brand promotion than a personalized recommendation”. Influencer Marketing is helping us get one step closer to that. ■