The Hype Behind Influencer Marketing - What You Need to Know

                                                                           
                                                 
Influencer marketing is a type of marketing that uses influencers to promote a particular brand or product in a large market base. In simple terms, it is a collaboration between a brand and an influential person on social media.

Influencers are people who have a large following on different social media platforms. They appear as experts and have the power to affect the taste and buying habits of people. 

They influence the target audience through the type of content they post. Social media has changed the way brands market to consumers. These platforms have given rise to influencers who have gained as much popularity as celebrities.

They help in perfectly capturing the niche market. These social media influencers have become so huge that their net worth is in crores. A recent survey showed about 92 percent of gen Z trusted influencers more than they trusted celebrities.

Influencer marketing has seen such great success that it has now created a demand for bigger budgets and reflects that organic marketing alone is not enough.

These influencers have led to an influx of creativity in this field, as each sponsored post is different and has a personalized touch to it. 

Authentic posts made by influencers give the brands a meaningful impact they need and result in a better marketing campaign. This benefits everyone involved, be it the consumer, the influencer, or the brand.

Upcoming and modern brands have acknowledged the fact that the average consumer doesn’t trust the kind of advertisements they get to see online and or on TV.

Moreover, nearly a third of the consumers end up blocking ads anyway.
It’s clear that they are no longer interested in conventional advertisements but are rather interested in stories. And one of the most powerful ways to tell a story that revolves around a product or brand is to tell it through the eyes of an influencer so that it ultimately sells. 

Influencers are not billboards rather they are incredible storytellers, who already have an audience eagerly listening to them. They have built this audience by creating good content over the years. They know the kind of niche they belong to and the type of audience they attract.

Social media has taken over our lives and has become more rooted. It has expanded beyond basic means of communication. This means that the aspect of an influencer is set to rise.

This trend has caught on so much and has evolved with the time that now there is a thing known as virtual influencers. These influencers are a work of fiction and don’t exist in reality. You might ask how in the world is that possible? 
Artificial intelligence has made this genius idea possible.

These influencers have computer-generated personas but have realistic characteristics of a human. Brands and individuals who have an eye for technology in this field are behind this invention. They are the ones who manage these creations and their brand collaborations. 

Lil Miquela was one of the first CGI influencers ever. Currently, she boasts a following of about 3.1 million followers on Instagram. She has even collaborated with big brands like Prada. She is the living proof (pun intended) that virtual influencers do work and people have caught into this craze surrounding influencers.

If we talk about the Indian market then we are yet to catch on to trends like “virtual influencers” but our marketing field is proof that influencer marketing does work!

The Indian skincare brand Mamaearth is the proof of that. Mamaearth is one of the few companies that crossed the 100 crore mark in just four years.  
When a brand does exceptionally well, then it for sure calls for a look over its marketing strategy.

The prominent strategy that this brand used was Influencer Marketing. It gradually built a successful presence on social media platforms like YouTube and Instagram.

Say whatever you want but you can’t deny the fact that influencer marketing is a creative asset for brands that’s here to stay. The role and format will evolve with time, technology, social media platforms, and as the audience’s demands and values evolve.
                                                                                                             

Written by: Varima Tandon