In the age of social media and popular platforms such as Instagram, where over 95 million pictures and 500 million stories are posted every single day, brands have to take care not to get lost in the clutter.
Marketers using influencer marketing
This category of marketing has increased a whopping 17% between 2019 and 2022.
Influencer marketing industry during the endemic phase has risen with no option to actually step out and try a product physically. Consumers have turned rapidly to online venues for shopping, entertainment, and conversation.
This has had the effect of increasing the reach and engagement of influencers, and thus magnifying the effectiveness of brand partnerships with these trusted, online voices. As per reports, according to 2021 reports, 56% of consumers between 18 and 24 years old and a 47.5% of 14- to 17-year olds have made at least one purchase on a social platform.
The advent of influencer marketing in the Indian markets
Influencer marketing – is not a new term to the Indian public anymore. Well, into the era of digital marketing, when most winning marketing strategies involved the ubiquitous power of the internet, brands leveraged known influencers and/or celebrities to enamor audiences. However, with rising consumer awareness, brands realized that creating brand salience would require more than just celebrity recommendations and to truly make an impact in this segment of marketing, brands would need to facilitate two-way conversations between consumers and opinion leaders. At this juncture, the concept of influencers came into the picture.
Capturing new audiences with the latest trends
In the case of new age D2C brands, and specifically the present fashion brands in the market, it is all the more important to create the right quality of content to build the right imagery an enterprise wants people to associate with the brand.
The influencers importantly are not always those with only a huge number of followers. They bring along with them the ability to influence others through trust, authenticity and relevance. When it comes to making an influence and standing out in the tight market place – reliability and credibility are the most significant factors. People of colour, gender-nonconforming people, immigrants, people with disabilities, and/or creators promoting body positivity exist and come with their own set of loyal audience.
Creators are becoming a brand in their own right, and marketers should treat them as. Such because that’s how we see this going hand-in-hand. Now thinking of creators as publishers: we must focus on finding relevant audiences and building relationships not just working for followers and brand visibility reach.
FINAL THOUGHTS…
Hope you enjoyed today’s article …
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