Influencer Marketing Trends in IPL 2024: A Report by Qoruz
The Indian Premier League (IPL) has become a breeding ground for influencers to connect with their audience, as highlighted in a recent industry report by Qoruz. The report forecasts a 50% increase in influencer collaborations during the IPL 2024 season, showcasing the growing trend of influencers sharing moments of thrill, passion, and celebration with their followers.
Last year saw a significant growth in influencer mentions during the IPL 2023 season, with a 45% increase compared to the previous year. Sports influencers led the surge, making up 54% of the collaboration share, followed by those in entertainment, beauty, fashion, and lifestyle. This dynamic interaction presents a lucrative opportunity for brands to partner with influencers and enhance their visibility and connection with audiences.
JioCinema and Dream11 were among the brands that achieved remarkable success with their influencer marketing initiatives during the 2023 IPL season. JioCinema reached a staggering 75 million people across 77 influencers, setting a new standard for social media engagement, while Dream11’s collaborations garnered 41 million reach from 15 influencers. Other brands such as Zee Music Company, Gugobet, JeetWin, KFC, Puma, and more also contributed to the influencer marketing landscape.
Praanesh Bhuvaneswar, The Co-Founder and CEO of Qoruz, emphasized the importance of strategic partnerships with influencers during the IPL, stating that brands that do so stand to gain immensely in terms of visibility and engagement. Mothi Venkatesh, Head of Growth at Qoruz, highlighted the IPL as a cultural phenomenon that presents a golden opportunity for brands to engage in innovative storytelling and create authentic connections with the audience.
The report anticipates a significant rise in influencer marketing activity during the ongoing IPL 2024 season, with a 50% increase in influencer shoutouts expected. This underlines the growing importance of partnering with the right influencers to connect with fans engaged in the excitement of the IPL. With the IPL uniting cricket enthusiasts and casual viewers alike, brands have a unique opportunity to leverage influencer marketing and reach a massive audience during this highly anticipated event.