[ad_1]
Earlier this year, when Mira Kapoor posted about how certain eco-friendly, soy wax and lead-free candles made her home and heart feel good, I ordered a couple from their site even before the video ended. And when a popular mom-fluencer shared her experience at a winter carnival in the city, I promptly booked tickets for my child and I, in the hopes of enjoying exciting quality time together in a similar fashion. Now, whether both these experiences lived up to my expectations is a story for another day, but the point that I am trying to make is that influencers DO influence! As social media continues to consume copious amounts of our time, there’s no denying the power of The Influencer. From fashion and fitness to travel and tech, and even child-rearing and relationships, influencers have undeniably changed the game for marketers as they wield their influence to promote products, services or events to their massive following.
Sometimes this backfires- like it did in the case of a ‘global start-up summit’ that onboarded several prominent influencers to boast about the event, when in reality nothing that was promised at the event happened. But many brands and marketers have hit the jackpot and enjoyed the bounties of influencer marketing immensely.
People trust people more than they trust brands.
When a beloved influencer recommends a product, it can feel like a personal recommendation from a friend and not a sales pitch from a company. Influencers have built a loyal following because they offer something valuable to their audience- entertainment, education, or even inspiration. Therefore followers trust their judgement and are more likely to take their advice. If done right, influencers can sway the opinions and purchasing habits of their followers with just a few well-placed posts and reels! Many, many, many brands have successfully partnered with influencers to increase their reach and engage with their target audience in a unique, personalised manner.
But influencer marketing is SO much more that throwing money at someone with a large following and hoping for the best. It requires a carefully crafted strategy that aligns the brand’s values with the influencer’s audience. Here are some tips to keep in mind when choosing influencers and their key messages:
- Relevance: Choose influencers whose content, messaging and audience align closely with your brand and target market.
- Authenticity: Look for influencers who are original, genuine and have a loyal following that trusts them. Their unique approach to influencing (one that doesn’t feel like selling) is what will get you results.
- Engagement: Sure, a huge following is impressive, but it is certainly not everything. Look beyond the number of followers for the influencer’s engagement rate, audience demographic and overall brand alignment. An influencer with a smaller but more targeted following is likely to have a more loyal and active audience.
- Creativity: Work with influencers who have a unique voice, creative vision and can bring something distinct to your brand.
Now, let’s shift our focus to consumers. As a consumer, you should ensure that you’re not falling for influencer marketing gimmicks.
Here are some tips to keep in mind:
- Look beyond the surface: Don’t just rely on an influencer’s post or video to make your decision. While they certainly help you discover a product or a service, do your own research and read reviews from other customers before making a purchase.
- Don’t be swayed by freebies: Just because an influencer received a product for free or was paid to promote it doesn’t mean it’s the right fit for you. Evaluate the product based on its merits and your own needs.
- Be mindful of sponsored posts: Influencers are required to disclose when a post is sponsored, so look for hashtags like #ad or #sponsored, and consider whether the influencer’s opinion may be biased before you make a purchase decision.
- Remember that influencers are not experts: While influencers may have a lot of knowledge in their niche, they are not experts in all areas. Don’t take their advice as the truth, and always consult with a professional if you have concerns or questions.
However skeptical you may be about influencer marketing, there’s no denying that it can work really well. Because influencers do influence, and this can be a powerful tool for both brands and audiences when done right. So keep calm and (smartly) influence on!
In the last decade, the world has witnessed an unprecedented transformation in the entertainment industry, driven by the rise of social media. Platforms like Facebook, YouTube, Instagram, TikTok, and Twitter have not only revolutionized the way we connect with each other but have also transformed the way we consume and engage with entertainment content. This article explores the profound impact of social media on the entertainment industry and how creators, armed with digital tools and unfettered creativity, are shaping the digital era like never before.
[ad_2]
Source link