Inside the rising and untapped influencer marketing in India

The year 2020 led to a shift of business from the physical to the digital realm. As all the physical activities were halted, people are restricted in their homes, but this has surged internet usage in general and social media in particular.

With ad production and shooting on hold, marketers have resorted to content creators and digital influencers as social media use and engagement have risen significantly.

More Influencers Endorsing Brands

An influencer is a person who influences a specific group of people and can impact their purchasing decisions through sponsorship and product placement.

Celebrities and renowned personalities have long been used by businesses to market their products and develop relatability. However, as companies realize how much people value other people’s opinions over everything else, a new pool of influencers has emerged.

With the rising power of influencers in shaping customer's behaviors across a wide range of industries, consumers must be aware of what marketers have paid-for content. Today’s consumers buy products and services recommended by influencers and believe in the brand narrative they build.

This year, influencers promoted brands using several features. There was a great emphasis on short video content, particularly reels, because it is actively pushed by Instagram and is more cost-effective than long films, offering more authenticity and interaction. iPhone 11 Cover and iPhone 12 Cover are high in demand as they are better protective equipment and stylish features. Their followers purchase more of these covers when they see the influencers using them.

Apart from general influencer trends, skincare and cosmetic brands are one area where it is truly working. Influencers can demonstrate the benefits and applications of items; therefore, during the lockdown, when people cannot go and try the products, they believe everything the influencer says.

Influencer Marketing a flourishing Sector

Influencer marketing has rapidly become one of the most popular ways of acquiring new customers in the e-commerce industry. By 2025, the global influencer marketing sector will be worth $ 24.1 billion with a 32.0 percent compound annual growth rate. New trends and developments have emerged as a result of the sector’s rapid growth.

Vanity metrics give way to specificity, authenticity, and reliability in the influencer marketing industry, which is becoming more data-driven, emphasizing engagement and income. Despite the drastic impacts of the pandemic on the country’s economy, the influencer marketing sector performed well.

Every investment in technology that enhances the influencer marketing process, whether to improve current experiences, provide higher-quality services, or ensure significant improvement in analysis, is a step towards upgrading influencer marketing.

Influencer Marketing Trends in 2021

A few brands have over 10,000 followers, so they rely on influencers to generate traffic to their website, and this practice is termed influencer commerce.

The hottest hit in influencer marketing this year is going to be creators becoming leaders and brand owners. Platform revenue and brand sponsorships have been the primary revenue sources for creators so far. However, this year we will see a massive influx of influencers creating value-added brands that offer various products and services.

Big brands will also start working with influencers on equity deals, incentivizing these creators to develop much more profound, meaningful ties with the brands. Brands also realized that the influencers are more than just a sales channel. They have the potential to be trustworthy communicators and effective venues for listening to shifting customer preferences.

Brands are increasingly relying on these social media influencers to deliver their message to their consumers more naturally, stay relevant, and meet their target audience online.

Influencer marketing will be a game-changer in the years to come. We can expect an incredible trend in how the brands combine content marketing, influencer marketing, and social media marketing.

In addition, a large number of micro-influencers rise, who possess a small number of followers but are well-known among a particular audience. Such influencers will assist brands in establishing a position among a specific set of people who share the brand’s objectives.

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