Influencer Marketing Has Changed Social Media Scenario: Rahul Ghosh

Social media influencer marketing is about going beyond surface metrics and digging deeper into engagement scores.


In the last two decades, social media has brought a drastic change in our lives. Social media itself has evolved massively. From Orkut to Instagram, social media and its consumers have come a long way. The evolution has been multidimensional and massive. What once used to be just platforms to connect individuals have now diversified and there are multiple platforms dedicated to different purpose-driven professionals.

For example, LinkedIn has been developed especially for professionals who want to connect with each other for professional reasons. Instagram has purely dedicated people sharing images and short video stories with their followers. There are many other social media networks for purpose-driven people. While this has been one of the revolutions social media has witnessed in the last decade, another key change we have witnessed is how social media influencer has become a profession for many.

The influencers are those who can influencer people to divulge in some activity to invest money to purchase a product or service. In short, influencers are those, who endorse brands, products or services to influence people. Almost all the social media platforms nowadays are full of social media influencers. Being an influencer might seem a fun activity to many, but it is actually a tiring and demanding job. Yes, it is a job that is a full-time profession for many people. They earn their bread and butter as social media influencers. Vis a vis, this emergence of social media influencers have reshaped our social media usage.

What and how things have changed?

It is said that every cell in our body dies and regenerates within seven years. The timeframe is probably even shorter for the digital world where constant evolution is happening at a rapid pace. There are at least five macro trends that are key changes we have witnessed in the last decade of social media evolution. Interestingly, each of the below mentioned key changes are interconnected with each other.

Facebook has witnessed an explosive growth

Facebook’s user profiles are being used as targeted marketing. It fundamentally changed digital advertising as marketers can access users’ demographic and psychographic profiles, giving them and influencers a precise target base to reach. This helped social media marketers with less ‘spray and pray’ and more precision.

Traditional advertising is experiencing a sophisticated and systematic ignoring process

When the installation of ad-blocking apps created barriers for marketers, social media influencers turned the game by changing the mode of advertisement. They relied on content that tell a story and cleverly infuse brand, product, and service marketing through that. Influencer marketing grew as a viable alternative to banner ads.

Peer-to-peer reviews find increasing reliance of the consumers and social media users

Peer-to-peer reviews are becoming increasingly popular for consumers. Before purchasing a product or visiting a restaurant, people want to hear the experiences of others. This is a key aspect associating marketers and influencers.

Non-celebrity influencers are rising to fame and manipulating social media traffic

The monopoly of celebrities in the influencer community has been broken by the rising of commoners, with whom consumers can relate more. Non-celebrities are delivering higher engagement, which is a key aspect shaping social media marketing.

Big data, engagement scores and analytics are finding increasing penetration in marketing strategy

Social media influencer marketing is about going beyond surface metrics and digging deeper into engagement scores. The engagement scores help marketers to assess their social media influencer marketing programs. Sophisticated tools and technology allow marketers to better monitor and manage their influencer marketing programs.


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