Role Of Content, Influencers In Creating New Space For Marketing Budgets By India Corporates

The concept of influencer marketing is often attributed to the launch and subsequent global popularity of Instagram as a social networking and content sharing platform.


The marketing space has transformed majorly over the past few years, with digital taking the centre stage due to multiple factors and reasons. The fact of the matter is that the digital marketing ecosystem in itself has witnessed rapid transformations, with the advent of new mediums and tools such as influencer marketing. The concept of influencer marketing is often attributed to the launch and subsequent global popularity of Instagram as a social networking and content sharing platform. Other social media, digital platforms and most recently the short video apps, followed suit and at present influencer marketing is perceived as the most effective tool for the promotion of a brand, a product or any service. 

Who are influencers? Influencers are those people who are connected directly with the end consumers. These are iconic persons followed by lakhs and millions of people across different social media or digital platforms on the basis of their skills, talent or subject matter expertise. It means people believe the words spoken or written by influencers they follow, which makes it obvious for them to trust products, brands and services endorsed. The sole proposition of influencer marketing makes it take the edge when compared to other conventional methodologies, thereby bringing about a drastic shift in the approach when it comes to allocating marketing budgets. 

A number of FMCG companies, in particular, intend to target consumers based not just in metros, but also in tier 2 and tier 3 cities across the country. The most convenient way to reach out to the target group for such brands is influencer marketing via a short video route. If compared with social media platforms, the short video platforms mostly have a farther reach to remote locations and a bigger audience of localised and regional content creators. They communicate the message in the local language and dialect, which resonates immediately with the audience. This proves to be even more effective in instances of region-specific product or service launches. 

It must be noted at this point that there is an imperative need to ensure a cross-platform strategy for the success of a marketing campaign. In other words, influencers who relate to a given brand or service should be made to join forces across different social media platforms. For instance, if the target group accesses both Facebook and Instagram, influencers from both boards should be engaged as part of one single comprehensive strategy. If the outreach demands the engagement of short video influencers, the same must be taken into account. 

While a few traditional companies continue to be apprehensive about this novel methodology of marketing and still allocate much of their budget towards traditional routes such as television or print, it is primarily because they are yet to break the ice. They need to realise that influencer marketing as a tool has already been established as a tried and tested marketing method. If experts and studies are to be believed, the coming financial year would see a lot of brands planning to spend as much as 40 per cent of their marketing budget on influencer marketing. This pretty much is a manifestation of the role of content and influencers in creating a new space for marketing budgets by corporates in India. 

The author is Prerna Goel, the Co-founder and CMO at WhizCo.

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