Influencer Marketing, And why PR must focus on it
In today’s day and age, we all know that our social media is full of one thing, marketing. One cannot scroll past three posts without an ad by an influencer popping up. This is precisely why it must be, now in the 21st century, considered crucial to incorporate Influencer Marketing in your PR strategy. Any business without it, in this age of social media, will fail to reach the masses.
According to Group-M INCA (India Influencer Marketing Report) the Indian influencer marketing industry is estimated to reach 2,200 crores by the year 2025.
The media landscape is a complex one, with many layers to tap into. One of which, which can be used to optimize your growth is strategizing with what is on the rise; influencer marketing. In fact, brands- at least 66% of them- use this. This allows them to stay relevant by keeping up with the trends and their audience.
Gen Z — a demographic aged 16–26 now makes up 40% of consumers. They are the most “plugged in” generation to date, spending three hours every day on social media consuming and creating content, and most importantly, seeking inspiration. The pandemic has shown that more mature audiences increasingly mimic this behavior, meaning that a comprehensive online offering is no longer optional.
Because consumers need several interactions with a company in order to convert to a buyer, influencer content augmented by performance marketing combines the best of both of these effective marketing tactics. Your content is created by influencers. They develop native ads that are more likely to resonate with customers, which can boost your advertising effectiveness and overall conversion. Analysts can then determine the most effective influencer material and generate paid advertisements to target a specific demographic. Higher engagement and conversion rates are common when influencer content is seen as more real.
Top influencer marketing campaigns
The years 2018- 2020 saw the rise of multiple successful influencer marketing campaigns. One of them was TheRedDotChallenge, a campaign by Unicef that aimed to raise awareness about menstruation and female hygiene. The likes of Dia Mirza, Manushi Chillar, Dia Mirza, Aditi Rao Hydari, etc, participated in the campaign and urged their fans to do the same. Another campaign that is noteworthy is the MatKarForward, which was a campaign that acted as a public service announcement by TikTok India. KFC India too tried their hand at the growing trend: influencer marketing, by asking food bloggers to post a selfie with their double down burger- which was first enticed as “the secret burger”.
This form of marketing changed the game by bringing in PR strategies that not only built a good rapport with the audience but also as one that brought in revenue or monetary gain. Although it also involves some form of cost, it eventually, when done well, can turn into earned media.