Influencer Marketing in India: Understanding how the influencer industry works

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Do you ever wonder what is influencer marketing? How does it work or how do people manage to work in this industry? Well, these are questions that we’ll answer for you today. These days a lot of people find their social network on social media. Don’t you prefer to send your friends a message on social media rather than a simple text? Well, that’s growth. It is also one of the first reasons for the development of influencer marketing.what is influencer marketing

What is Influencer Marketing?

Influencer marketing is a type of marketing that focuses on using leaders/famous people from specific industries to drive your brand’s message to the larger market. This technique of marketing is new and has evolved the traditional style of marketing which used direct communication to a large group of consumers. Influencer marketing uses the idea of inspiration for marketing. In this kind of marketing, a brand hires influencers to get the word out for themselves with the help of people (influencers) with whom masses can connect.

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Word of mouth is not the same as influencer marketing
influencer marketing

Word-of-mouth marketing and influencer marketing are different from one another. Influencer marketing is simply a concept of engaging individuals to anchor their influence among friends, family, and followers. On the other hand, word-of-mouth marketing is the actual communication about a brand or product that takes place between two or more people. Now the point to note is that while almost all influencer marketing includes word-of-mouth by its nature, not all word-of-mouth marketing is driven by influencer campaigns.

What is influencer marketing and why is it important?
why is important influencer marketing

A matter of fact is that influence economy has changed the way we buy things—forever. With a vast demand on the rise, the influencer economy is also shifting toward more streamlined solutions, embracing tools like influencer networks, match-making platform services, and even programmatic development to help brands tap influencers more easily. Brands that aren’t a part of this marketing are losing control because this is truly the simplest way of advertising. The reason why this is, is that consumers are now controlling the buyer’s journey. They are getting harder to reach with digital advertising.

Smart brands are combating the communication gap with its consumers by using influencer marketing. Below is a list of benefits that influencer marketing offers to brands.

  • Attracting new customers
  • Increasing repetitive purchases
  • Driving customer loyalty
  • Maximizing customer lifetime revenue

Consumers of today want authentic voices, not faceless sales executives who use the same ancient tricks. It is the content creators that have the power to drive business growth and deliver authenticity which truly engages with the audiences.

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Want to know how influencer marketing works?
influencer marketing works

Let’s suppose you’re a marketer and are feeling the pressure to deliver more revenue while having less control over messaging. This is the time you realize that the landscape of marketing has changed significantly. Today, consumers determine the messaging they want to see. It’s the consumer that has the center stage and not the brands. So, if you want to be a part of conversations with consumers, you have to play by their rules.

These days it is social media through which consumers are having conversations daily, and one of the most impactful byproducts to emerge is that of influencer marketing. So how does influencer marketing work?

Influencer Marketing, as explained above, is a form of branded engagement where marketers connect with influencers to boast prominent social footprints for their brands. Its goal is to attract new communities and connect their brands with the right kind of audiences through the voice and trusted relationships of influencers.

The reason why this type of marketing is growing is that authentic content creates trust. People move towards digital influencers because they value their content. Brands can develop strategic relationships with influencers. This allows them to incorporate their message into the content of influencers. This way, knowledge about their brand is being shared with consumers through a trusted source. Now, to make the most of this opportunity, brands must allow influencers with the ability to stay true to themselves while working on sponsored content because any kind of insincere or irrelevant content will rapidly erode an influencer’s power by reducing their followers’ trust in them.

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