Inside influencer marketing – why global brands are increasingly relying on influencers

*The world of influencer marketing presents a major employment opportunity for passionate content creators | Image – TLB Bureau*

Influencers are people who have a large following on social media and who are able to influence the opinions and behaviours of their followers. They can be celebrities, athletes, musicians, or even everyday people who have built up a large following through their posts. There is no doubt that influencers have the power to influence the lives of common people. They can do this in a number of ways, including:

Informing people about new products and services

Modern brands understand the power of influencer marketing. When people see their favourite influencers using or talking about a product, they are more likely to be interested in trying it out themselves. Compared to conventional marketing, people respond to influencer’s suggestions in a more intimate manner. Biggest example of this can be seen in the cosmetics industry where people like Kyle Jenner and Rihanna tend to attract followers to their brand more than bigger brands like Revlon which famously lost the cosmetics game for not paying attention to this new trend.

Shaping people’s opinions

Influencers help shape people’s opinions on a variety of consumer driven topics, such as fashion, health, food and beauty etc. However, some influencers could also be flag bearers of more public matters like politics and social issues. When people trust and respect an influencer, they are more likely to be influenced by their opinions. Conversely, any expert or authority figure could become an influencer with the use of modern digital communication mediums. Now-a-days, religious and spiritual leaders like Sadhguru and Dhirendra Krishna Shastri have also successfully capitalized on the technology akin to influencers. Sometimes, such figures could be polarizing and may command a more passionate followership than a typical influencer.

Changing people’s behaviour

Aside from forming or changing opinions, influencers can also be used to change people’s behaviour. For example, they can be used to promote healthy eating habits, encourage people to vote, or take proactive measure about social and environmental issues. MasterChef Pankaj, Ranveer Brar are influencers who promote home cooked foods and healthy eating habits.

Entertain and engage audiences

Influencers can also be used to provide people with a source of entertainment. They often share funny videos, memes, and challenges, which can help people to relax and de-stress. Mostly comedians, musicians, online gamers, movie reviewers, actors etc. make for great content creators and have a generally higher followership. People like Yashraj Mukhate and Bhuwan Bam can become popular influencers by bringing a unique twist to art.

Educate and provide social commentary

Influencers can also educate people about important issues. They often share videos that raise awareness about social and environmental issues such as gender equity, child welfare, climate change or poverty. Activists like Kailash Satyarthi, Malala Yousufzai, Greta Thunberg etc. are some of the well known influencers in these areas.

Well, it is also important to understand the difference between influencers and those who are experts in particular field or opinion leaders like authors and activists as well as bona fide public figures like politicians, actors, athletes or industrialists. While a lot of the public figures these days act as influencers in their own right, an influencer’s primary job is to create online content only.

Let’s look at some such Influencers who are influencing the lives of common people:

Ajay Nagar aka CarryMinati is a YouTube gamer and comedian who has over 37 million subscribers. He is known for his funny videos and commentary on Indian culture. CarryMinati has also used his platform to promote social causes, such as mental health awareness and education for all.

Mr Beast is an American YouTuber who has over 95 million subscribers. He is known for his expensive stunts and challenges. Mr Beast has also used his platform to give back to the community, such as by donating money to charity and planting trees.

Amit Bhadana is an Indian YouTuber who has over 28 million subscribers. He is known for his comedy videos and sketches. Amit Bhadana has also used his platform to promote social causes, such as women’s empowerment and education for all.

Charli D’Amelio is the most followed TikToker in the world, with over 109 million followers. She is known for her dance videos and has been credited with popularizing the Renegade dance challenge. Charli has also used her platform to promote body positivity and self-acceptance.

Addison Rae is the second most followed TikToker in the world, with over 77 million followers. She is known for her comedy videos and has been credited with popularizing the Woah challenge. Addison has also used her platform to promote mental health awareness.

Zach King is a TikToker and filmmaker who has over 57 million followers. He is known for his magic videos and has been credited with popularizing the Invisible Man challenge. Zach has also used his platform to promote creativity and imagination.

There is no doubt that influencers have the power to influence the lives of common people. However, it is important for these influencers to be aware of the potential impact that they might have and to be critical of the information that they are presenting. TikTokers or Instagrammers can really influence the lives of common people, but it depends on the content they create and the way their followers perceive them. They can be a powerful force for good in the world. However, followers also need to be aware of the potential biases of these influencers.

For example, TikTokers who create educational content can influence their followers to learn new things or adopt new skills. Creators who provide social commentary can influence their followers to think about important issues in a new light. Likewise, influencers who create lifestyle content can influence their followers to adopt new fashion trends, beauty routines, or healthy living habits.

Influencer marketing can be a powerful tool for businesses, but it is important to use it wisely. By choosing the right influencers and creating authentic content, businesses can reach a large audience and build brand awareness and credibility.

Pros:

Influencer marketing can be a cost-effective way to reach a large audience.
Influencers can be used to target specific demographics or interests.
Influencers can create authentic and engaging content that resonates with their followers.
Influencer marketing can help to build brand awareness and credibility.
Influencers also have a virtual reach among non-followers when actual followers share the content to their networks.
TikTok, Instagram and YouTube are visual platforms, which makes it ideal for promoting products and services.
TikTok influencers are often seen as being more authentic and relatable than traditional celebrities. This makes them more likely to be trusted by their followers.

Cons:

Not all influencers are created equal. It is important to choose influencers who are popular, authentic, and trustworthy.
Influencer marketing can be difficult to measure the ROI.
There is always the risk that an influencer will say or do something that could damage your brand.
Most content sharing platforms used by influencers are relatively new, so there is still a lot of uncertainty about how audiences respond. This can make it difficult for businesses to measure the ROI of their influencer marketing campaigns.
The business of influencing is highly competitive and often distracting, so it can be difficult for businesses to find influencers who are a good fit for their brand.