Influencer Marketing Creating Huge Returns For Biz & Brand Awareness

Influencer marketing is not merely a fad as it will continue to proliferate in the upcoming decades

Influencer marketing has revolutionised social media marketing, in which influencers promote and create awareness about a brand to a target audience. They are trendsetters with a substantial social following, with times their domain has grown beyond creating content. They deliver engaging content in a language that their audience understands. Consumers are increasingly using the internet to shop, entertain themselves, and socialise. This has boosted influencers' reach and engagement, thereby amplifying the efficacy of brand partnerships. Partnering with influencers greatly helps brands as they assist them in expanding their reach, boosting revenue, or just spreading the word about the brand through tailored strategies.

Influencer marketing is trending at the moment. However, it is not merely a fad as it will continue to proliferate in the upcoming decades. According to a survey, the worldwide influencer marketing channel is anticipated to grow at a 32.0% CAGR from USD 6.0 billion in 2020 to USD 24.1 billion by the end of 2025. Customers' transition towards video-based content throughout the OTT domain, as well as the rise in the usage of ad-blocking applications, are projected to fuel the acceptance of influencer marketing as an effective marketing strategy.

How Influencer Marketing is Revolutionising the Way Brands Market Themselves

Increases Brand Awareness and Credibility: Influencer marketing allows brands to reach their potential audience organically, the majority of whom are millennials and the GenZ populace. Influencers generate authentic and appealing content for their target audience, effectively incorporating marketing campaigns in their own unique style and lexicon. It results in greater recognition and credibility, which eventually broadens the brand's scope and awareness.

Entice the Targeted Customers: Influencer marketing enables brands to attract target customers by collaborating with influencers who help spread awareness about their brand. It is similar to 'word of mouth' because it provides a credible recommendation from a trusted individual on social media. Such influencers have the potential to influence customers' buying decisions.

Delivers Strong ROI and Boosts SEO: Influencer marketing allows brands to attract more customers by raising awareness, yielding a higher ROI than conventional marketing strategies. Furthermore, since influencers have a vast number of committed followers, collaborating with them helps brands reach a broader audience. This improves search engine optimisation whilst also establishing brand recognition and driving organic traffic.

Cost-Effective: Brand promotion through paid marketing efforts is becoming increasingly expensive. As compared to other forms of promotion, marketing through influencers is relatively economical for brands. The commercials of an influencer are largely determined by the size of the audience and the niche. Collaboration with them helps to outweigh the costs, allowing brands to earn substantial ROIs.

Boost Sales and Impressions: The ultimate aim that brands aspire for is to generate revenue and impressions. Influencer marketing enables them to generate tailored content to be shared with their target audience via influencers. This helps brands drive sales and conversions since influencers have a significant impact on consumers' purchasing decisions.

Way Forward

With rising digital expenditure, India's digital marketing industry is likely to expand in the subsequent years. It would be greatly influenced by influencer marketing, dominating other digital marketing strategies. We may one day inhabit the metaverse, but genuine influencers will continue to drive people's purchasing decisions. Rather than targeting the entire market, they influence the purchasing decisions of potential customers which saves time and effort.

With the advent of social media, influencer marketing is gaining prominence as more D2C brands across sectors are increasingly relying on it. It is also paving the way for social commerce. Brands are making long-term collaborations with the influencers as people's trust in them is increasing. This is because they provide authentic and lucrative content in form of Instagram reels, stories, carousel posts, YouTube videos, and so on which draws more attention from viewers. All of this results in outstanding lead generation and exposure to a pool of prospective buyers for brands.

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