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May 2021



With the ever-changing world of digital, social media platforms are becoming more powerful each day, thus opening new doors for influencer marketing.

We say this as we see an increase in the number of social media users worldwide. Last year, new users with an average of 1.3 million joined social media, bringing the global user count to nearly 4.2 billion by the beginning of 2021.

Deciding which social media platform can be fruitful for your business or influencer marketing program can be a choosy task.

Mostly, two social media platforms are known best for influencer marketing. One is Instagram and the other one is TikTok. So let’s dig into the details of both platforms to find out which one is best for you.


Launched in 2010, the platform offers a mobile-focused environment to interact with. Broadly, Instagram has been seen as the best platform for influencer marketing. The platform has an audience base of Millennials, Gen Z, and Gen X.


Instagram offers a variety of features for an influencer to create content either in terms of a static or a video. These options are available for content shareable on the feed. Social media content creators share professionally shot images and videos on the feed and maintain their grid as per their niche.

Moreover, Instagram has a ‘story’ feature which makes the content available for 24 hours. There, you have multiple options to interact with the audience including polls, open questions, and quizzes. Instagram stories are used to share instant and raw content as the audiences like to see the behind-the-curtain version of yours.

The interactive nature of Instagram stories has increased the time spent on the app to more than 28 minutes.

Instagram has also launched ‘Reels’ on stories which allow users to create 15 seconds multi-clip videos with audiovisual effects, and other creative tools. However, this feature is unavailable in certain geographic locations.


If your target audience lies from an age group of 25 to 34 years, your influencer marketing program should definitely include Instagram as this age group is the most abundant one on Instagram.

They follow celebrities or social media influencers/content creators. Not only that, people on Instagram love to share user-generated content which includes their own images, and stories of their creations as well.

Not to forget the mentioning part of Instagram where people mention each other in different content.

Instagram is a place where you can find a healthy and impactful community. Influencers and content creators interact with their audience, discuss, guide, and recommend.

Tracking and measurement

Instagram offers analytical tools to track and measure the performance of individual posts. This helps in understanding how the content of an influencer is performing, what the audiences like and interact with.

When is the best time to interact with the audience and to what extent the influencer’s content reached and brought new followers?


The application is known for shooting and sharing short, musical, and hilarious videos. The app which began as a platform to make lip syncs and participate in dance trends has now become a full-time career of many social media content creators.


TikTok has provided a great avenue for users to share user-generated content which includes everyday vibes, as well as tips and tricks, entertainment, and challenges.

In parallel, we have seen many influencers who became famous from the same platform for creatively converting the daily routine moments.

As the platform is video-based, it offers more features to shoot videos creatively thus enabling its users to make the most of their mobile phones.

TikTok favors original content and by following different best practices, your video can get a chance to appear on the ‘for you’ page of the app.


About 33 million users access the app to interact with the content. With the great potential the platform offers, many brands have accessed TikTok with influencers and have found great results. 

Regardless of the fact that TikTok is comparatively new in Pakistan, brands like Cadbury, Samsung, and Huawei have run their influencer marketing campaigns on TikTok.

Around 60% of TikTok users lie between the ages of 16 to 24, making it a primarily Gen Z platform. This gives the brands an opportunity to target their audience group which is kids or Gen Z. 

The platform is interactive in nature and requires its users to perform on camera while shooting a video. So if you are thinking to appear on TikTok, plan out some activity that entices the audience to participate.

Tracking and measurement

Like Instagram, TikTok also offers certain features to track and measure the performance of your content. The analytics are more or less similar to Instagram where one can find followers’ information as well as profile visits and video views.

TikTok or Instagram?

So having adequate knowledge of both the platforms, their audiences, and how they work, how should one decide which platform is best for their influencer marketing program?

The answer lies in the audience. Wherever your audience is active should be the targeted platform for influencer marketing campaigns.

Both platforms have their distinct genres. So the next big thing is which platform is aligned with your brand’s communication.

Sometimes, you may find that both platforms can work best for you as your target audience is available and active on both platforms.

On the contrary, there may occur some cases where both platforms might not work best for your business.

To find the best platform for your business and the top-performing influencers on those platforms, sign up on Walee and kick start your influencer marketing campaign. Moreover, you can create your online presence by creating your Walee shop.

To see how your campaigns and influencers are performing, Walee provides you a real-time dashboard that makes it easy for you to track, measure, and control your campaign along the way.

Interested in starting your first Influencer Marketing campaign? Contact us now!

Influencer Marketing for Small Businesses

Influencer Marketing for Small Businesses 2560 1707 Rija Shakeel

An influencer is basically someone who has an influence on other people’s buying habits and their lifestyle. Influencers are usually bloggers, vloggers or people with large followings on their social media channels. When they post about any product, their fans and followers are often interested in their recommendation that they may go on to buy the product for themselves. Many companies, including small businesses, have realized the power of influencers. People trust their recommendations, so influencers are a great way to market your products in a genuine, non-commercial way. Influencer marketing is mainly the interaction/collaboration between business and the influencer, and there are benefits for both. The influencer will receive free products or payment for creating content. And that specific product started advertising that will make more sales or awareness of that product. The organic following of that influencer may have similar interests. So any recommendations they make are likely to be very relevant to their followers.

The benefits of influencer marketing for small businesses

Just like any type of marketing activity, there are benefits and drawbacks to using influencer marketing for small businesses. Here is an overview of some benefits:

  • Original content – influencers will make genuine and original content that fascinates their audience. They probably know what their followers like, and can make creative content that fits their style, increasing the chances of sales conversions and awareness of the brand.
  • Non-commercial promotion – Influencers have more organic reach than a traditional media platforms because people look up to them and can relate to them on the same level. So instead of creating content that has a very commercial look and feel, or maybe a very forced product placement, Influencers will create a very simple yet powerful content for your brand that will engage your potential targeted audience organically and on a very personal level. And this is exactly what helps the brand in getting conversions that they need.
  • Trusted sources – as the majority of influencers are real people making real recommendations, and sharing experiences of their real life, their followers feel like they can trust them. Honest influencers will only recommend products and brands they truly like and have used the product themselves.
  • Cost-effective – influencer marketing can be a great way of promoting your small business in an effective budget.
  • High reach – just by working with one influencer, you’ll get access to thousands of relevant potential customers. Rather than having to do the hard work yourself and target these people individually, the influencer can instantly put you in front of the right people. Also, thousands of people will get to know about your product by just one influencer. Influencer can also make great awareness about your product among their audience.

The drawbacks of influencer marketing for small businesses

And here are the few drawbacks:

  • No guarantees – an influencer posts about your product, doesn’t necessarily mean you’ll get lots of sales. Sometimes posts doesn’t get good response, or conversions. Also, sometimes influencer don’t commit any conversions.
  • Complete honesty – some influencers are known for being honest, which is a great thing most of the time. But if an influencer didn’t like your product and posts about the reasons why they would never recommend it, this can do a huge amount of damage. Brands have limited control over what influencer post.
  • Hard to track – influencer marketing for small businesses can be really hard to track. You don’t have access to the influencer’s stats in real time, so you can’t make decisions about how to change the strategy if something isn’t working.

How to make full use of influencer marketing for small businesses

There are a few checks to get started with Influencer Marketing and make full use of it.

  • Goals – What results do you expect, before you contact any influencers, have a think about why you want to use influencer marketing for your small business and how it could help. What will be the expected outcome an influencer can give you? What would be the main aim/goal you can achieve by using Influencer Marketing?
  • Research Potential Influencers – There’s no way of working with someone who has millions and thousands of followers if they’re not relevant to your small business. Research lots of different influencers who might suit your small business.
  • Design the Campaign – Come up with a powerful strategy to design your campaign considering the projected outcomes that your brand require. Plan the social media platforms where you have your targeted audience. Plan the tone, look and feel of content according to the platform it will be posted on.
  • Reach out to Influencers – Ask the influencer about the budget, let them know what you can offer and what you’d like them to do. Show some interest in the influencer’s work. Convince them that they are a great fit for your business.
  • Set Terms – set KPIs for the influencer in which you can make full use of influencer marketing within the decided budget. Discuss all payment details including when to pay, what will be the payment mode etc.
  • Track Results – Multiple tools can be used to track results automatically, you can also track manually by asking insights from the influencers.

Small Businesses of Pakistan that trusted Influencer Marketing

As businesses are following the current trends of Influencer Marketing in Pakistan, the small businesses are also giving it a shot. Here are some examples



Influencer Marketing: How to build your strategy

Influencer Marketing: How to build your strategy 1024 682 faizan

There was a time when Influencer Marketing was limited to celebrities and dedicated bloggers only. But now, since the rise of influencer marketing, it has opened new doors for businesses and brands to connect with their potential consumers and audiences.

A decade ago, direct selling and testimonials used to be seen as the only way of influencer marketing, with known and famous faces. Thus, making it an expensive mode of promoting a business.



However, in today’s millennial era, there’s been seen a shift in perception of people from those celebrities with the massive following to bloggers and micro-bloggers producing unique, genuine, user-generated content.

Today, we can see different people in different categories creating good content and maintaining a healthy community. So if you want to know whether influencer marketing can help your business in exploring new possibilities, keep reading on.


What is Influencer Marketing?

For a basic understanding, Influencer Marketing is a part of social media marketing in which influencers promote products/brands in their content through social media.

The main driver of influencer marketing is the trust these influencers have developed with their audience and their recommendations for something serve as social proof of their following power.


Influencer Marketing then vs. now!

Back in 2014, getting featured on Instagram was easier. If you were able to reach Instagram’s explore page or if your posts were so differentiating in terms of aesthetics, the chances of being an influencer were high. Many influencers have chosen this as their full-time career while working with different brands.

But like other areas of marketing, influencer marketing has also been changed. How?

We get influenced by what we are exposed to. Bright and properly cropped aesthetics are more common and typical now. So what’s the next unique thing when the unique becomes typical?

Authenticity is the next big thing in influencer marketing. Driven by the millennial, the younger generation has mastered photo capturing through their phone.


Is Influencer Marketing worth being invested for?

Many people think that influencer marketing is all about promoting through people on Instagram. However, there are influencers on different platforms like Snapchat, YouTube, and TikTok as well, having an ample amount of following. According to Website Builder, influencer marketing is going to reach $13.8 Bn worth in 2021.

A survey of marketers at the end of 2018 revealed insights that 89% of marketers say ROI from influencer marketing is enough to be compared with or better than other marketing channels. (Source: MediaKix)

So after knowing the value of this industry, let us guide you about how can you create an influencer marketing strategy.


Influencer Marketing Strategy

Like other marketing strategies and tactics, developing an influencer marketing strategy requires dedicated time and planning. From objective to execution and tracking, everything needs to be planned first.


1. Make your objectives clear

Before jumping into the horizon of influencer marketing, take out some time beforehand and make things clear regarding what actually are you trying to get out of influencer marketing. Does your brand really need an influencer marketing program? If so, how you can capitalize from this corner of marketing?

Having clear objectives will provide you with a concrete ground to build your influencer marketing strategy on.

Most businesses prefer influencer marketing either to create awareness about their business or generate sales. Having these broad objectives, it is important to further refine the objectives which align with your brand needs. Maybe you want to expand your customer base in a different demographic. Or you may want to introduce a new product to your existing customer base. Or you might want to increase social mentioning of your brand by igniting word-of-mouth activities.

Most influencers have a specific following and they can make your message reach a specific audience group. So with your broader goals, keep a note about how you will be converting your broader goals into small, specific, and effective actions.


2. Finding influencers

Once you have a clear understanding of what you want to take out from influencer marketing in terms of your objectives, it is time to look for those which can convey your message in the most relevant manner.

Just like other strategies, research is the first step. Start with one platform first then expand to other ones. Your brand should also have a presence on that platform.

If you are not sure which platform is best for you, use different social listening tools which can help you identify your potential platforms and the influential voices. Also, check out our detailed guide on How to Find the Right Influencers for Your Business.

While you research, keep the below things in mind:


  • The influencer should be relevant to your business or creating content that is relevant to your audience
  • The social media content creator has a good engagement rate with a significant number of followers
  • Some influencers are in the growing phases of their social career but have a good engagement rate. So, if you can compromise on the follower count, you can get an effective engagement rate with a very specific audience
  • The person should be authentic as well as their followers. Beware of fraudulent activities. Do check the comments and whether are they maintaining conversations with their followers.
  • Look for branded content they have shared. You will get an idea of what they are capable of and how you want them to work with you

To help you avoid all this hassle, you can simply register on Walee and connect with a community of influencers.


3. Budgeting and management of the campaign

While you search for the platforms and influencers, choose the type of influencers with which are you interested to work? Would you like social media celebrities with huge follower numbers? Or are you comfortable with micro-influencers having less than 2000 followers? You might like to work with someone having between 5K to 10K followers. Your selection of social media content creators will directly affect your budgets.

Once you lock the type of influencers you will be working with, start creating your budget. Also include the time for planning, developing, executing, and reviewing the entire plan.

Unlike an automated campaign, influencers are human and most of them don’t like to be controlled. They are creative people and constantly managing multiple partnerships too.

Some of them might miss your deadline to post at a specific time or alter the requested call to action in their communication. For that, you will need to invest your time in maintaining a fruitful relationship with them. Then you will be able to bring out their natural talent in the best interest of your brand.


4. Track and control your campaign

As you launch your influencer marketing campaign, keep it on track and making necessary changes is equally important. There are different ways to track your campaign such as speaking with influencers regularly or checking their profiles where they have posted about your business.

If you have run a sale-focused campaign, then you can track and monitor in real-time through Walee dashboard. It makes it easy for you to track every influencer working for you and how they are performing in terms of bringing sales for your business.


Final Word

An influencer can stay but the industry of influencer marketing and its operating procedures have changed completely in a short period, and this same industry may become entirely different from today. However, this article will help you to start drawing your campaigns on the canvas of influencer marketing. But like other marketing areas, influencer marketing is constantly evolving so be ready for change.




From Convincing To Converting: Measuring What Matters

From Convincing To Converting: Measuring What Matters 1280 720 Yusra Kaiser

I just made a new purchase – a wooden table. After setting it up, out of habit, I took a picture and posted on my Instagram with the caption, ‘unboxed and assembled’. Not so surprisingly, quite a few people ended up asking me where I purchased it from. Am I an ‘influencer’? Nah. Did I have the power to influence the people around me? Oh yeah!

Influencer marketing isn’t new

Word of mouth, has now become e-WOM (electronic word of mouth), but has been around for a long time. People have always influenced each other when it comes to buying decisions.

The underlying concept of influencer marketing, depending on someone’s credibility, remains the same. What actually changed is the medium, or channel.

What gets measured gets managed

A study from Mediakix shows that nearly 90% of all marketers find ROI from influencer marketing comparable to or better than other marketing channels!

Measuring the Return on Investment for Influencer Marketing is a challenge, but it is not impossible. Unlike other types of marketing efforts, this is not just money in, money out.

A few important things to remember before diving into influencer marketing’s ROI:

The results don’t end, even when the campaign has

Organic SEO and sites like Pinterest get businesses additional impressions, even after their influencer marketing efforts have ended.

The content can be reused

The content created by the influencers can be used and reused by the businesses, on their own social media channels.

Lower costs compared to traditional marketing

Generally, the cost associated with traditional marketing techniques are much higher than the cost associated with influencer marketing. The influencers take the responsibility of any creative costs, leading to lower overall cost, and a greater return.

A closer look at the Return on Influencer Marketing (ROI)

Simply put, return on investment, ROI, is the amount of the income that has been generated from the spending that has been done. It helps you determine whether the effort you’re putting in, the investment you’re making, is actually worth it or not.

This sounds easy to calculate but unfortunately gets a little more complicated when it comes to influencer marketing efforts. There’s no outright fixed cost, and neither is there an absolute value of benefit (like sales made) that you have, on top of it, the customer journey visibility is hard to track. However, once you’re clear about your campaign goal, you can track specific KPIs that help in calculating the ROI.

1. For Audience Building, track the subscriber or follower count

Every brand wants their presence to be seen by the maximum audience possible. It is recommended to track your subscriber count by covering how many email subscribers you have or even through simpler means like tracking your Instagram followers.

2. For Brand Awareness, track page views, impressions and mentions

A little similar to audience building, to make people more aware of your business, you need to have a greater presence around. Track page views, impressions and mentions. Using Google Analytics, you can see from where the traffic has been directed, and whether is it from your specific influencer or not. A very simple way to track your mentions, and the engagement that your brand is getting is through social listening tools. 

3. For Lead Generation, track the sign ups or email subscriptions

Of course all businesses are looking for leads, to eventually be converted to sales. This can simply be done either through utilizing CRM systems for tracking which lead landed on your website from where or making use of email marketing software.

4. For Engagement, track the engagement rate

Another great yet super simple metric to track is the engagement rate. All you need to do is keep a check on the likes, comments and shares you’re getting on your marketing efforts.  This is easy to track because of the built in analytics dashboard provided by all social media channels. When an influencer is posting about you though, the stats won’t be directly visible to you. Make sure that every time you have an agreement with them, they’re clear about sharing a detailed performance report with you.

5. For Sales, track the conversion rate, or the sales made

Ultimately, all businesses wants their leads to be converted to sales. All our marketing efforts should directly or indirectly contribute to greater sales. Sales can be tracked in Google Analytics if you’ve set up ecommerce tracking.

In short, if you’re looking for a good return on your influencer marketing efforts, you need to Track things that actually contribute to the sale, not only the final sales figures.

How can Walee help your brand

Now we’ve established that influencer marketing is a great marketing strategy, and measuring its return is actually possible, how can you gain access to all these influencers?

Walee has done all the heavy lifting for you, and has over 80,000 influencers on boarded! To help businesses track their efforts, Walee generates a unique custom tracking link for each influencer when they work on a campaign. This makes tracking influencer marketing efforts super easy, giving businesses the exact number of sales they’ve generated. In fact, the payments made to the influencers are through the same platform, making it easy to do a cost benefit analysis, using cost per click (CPC) and eventually calculate the ROI.

Pretty simple right? Send us a message on our social media channels or email us at  to see how we can help you get the maximum benefit out of your influencer marketing efforts.

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