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Lights, Camera, Pose: Emerging Trends of Influencer Marketing in India’s Digital Landscape

Lights, Camera, Pose: Emerging Trends of Influencer Marketing in India’s Digital Landscape

Ten years ago, influencer marketing was a playground for celebrities and a handful of dedicated influencers who shared their unique experiences and insights with no specific intention of becoming famous or gaining commercial gain.

Fast-forward to today, and the landscape has undergone a dynamic shift. Social media influencers, ranging from micro to macro, are now ubiquitous across all networks and are changing the face of marketing.

This transformation is being driven by the explosive growth of social media platforms and increased internet penetration in both urban and rural areas. There has also been a surge in kidfluencers, finfluencers, mommy influencers and other niche-specific influencers who have revolutionized the digital space. Today, these influencers have successfully carved out their territories and created vibrant communities around diverse interests and lifestyles.

This emerging trend offers advertisers fresh, dynamic ways to connect with their audiences. Brands can now tap into the authentic voices of influencers to gain greater visibility and credibility among consumers. Part of the reason for their popularity is that they offer a personal touch that traditional advertising often lacks, making them invaluable partners in building trust and engagement with audiences.

In today’s digital age, companies are increasingly using influencers to humanize their brands, increase engagement, and drive sales. By working with multiple influencers, companies can effectively target different segments of their target market.

According to EY’s latest report titled ‘The State Of Influencer Marketing in India’, the influencer marketing landscape in India is changing rapidly. The report predicts a 25% increase in influencer marketing by 2024, with the market value expected to touch Rs 2,344 crore and grow further to Rs 3,375 crore by 2026.

These forecasts highlight the industry’s immense potential and offer significant opportunities for brands, marketers and influencers. As digital wealth continues to grow, influencer marketing is poised to grow even more.

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There has also been a recent trend where several popular brands are consciously moving away from conventional advertising and instead partnering with influencers who can act as authentic ambassadors for their brand and build trust with consumers.

A compelling example of this shift is Filip Tysander, founder of Daniel Wellington. In 2011, Tysander opted to bypass traditional celebrity endorsements for his Swedish luxury watch brand. Instead, he devised a strategy that revolved around Instagram influencers. He identified relevant influencers, gave them DW watches, and encouraged them to post photos with the brand hashtag #DanielWellington.

This approach targeted young, creative individuals on a platform they frequented, valuing engagement over reach. Tysander’s strategy not only amplified word-of-mouth, but also generated a wealth of high-quality user-generated content, which served as authentic testimonials from real users.

Beauty and cosmetics companies such as Nykaa, Lotus Herbals, Sugar Cosmetics, Lakme Lever, L’Oreal and Mamaearth have also successfully harnessed the power of influencer marketing.

Influencers bring a personal touch that resonates with their followers, fostering authentic connections and influencing purchase behavior. These genuine recommendations serve as powerful social proof, increasing brand credibility and driving consumer engagement.

As influencer marketing continues to evolve, brands that embrace this dynamic strategy and invest in meaningful influencer partnerships will be well-positioned to thrive in the ever-changing digital economy.

Influencer marketing works because social influencers have built a high level of trust with their followers over time. Their tight-knit communities foster authentic connections and influence purchasing behavior. Recommendations from these influencers serve as a form of social proof for your brand’s potential customers.

These recommendations feel more genuine and relatable than traditional advertising because they come from individuals we see as peers rather than companies.

Additionally, influencers often provide valuable content and insights, which further increases their credibility and the impact of their recommendations. This combination of trust, authenticity, and valuable content makes influencer marketing a powerful tool to drive consumer behavior and achieve marketing goals.

Given the rapid change, the future of influencer marketing in India looks promising, with several trends expected to shape its course. As audiences become more discerning, authenticity and transparency will be key in influencer marketing. Influencers who maintain genuine connections with their followers and are transparent about their brand partnerships will be more successful in driving engagement and trust.

The advent of AI is ushering in a new chapter in how creators and influencers engage with their audiences. While social media influencers are leveraging artificial intelligence to enhance their content, they are also facing increasing competition from AI-generated Instagrammers, TikTokers, and YouTubers.

Artificial intelligence and data analytics are becoming increasingly important in influencer marketing, allowing brands to identify the right influencers, predict campaign results, and more accurately measure the effectiveness of their marketing efforts. Technology is indeed the biggest game-changer in the influencer world and will play a crucial role in shaping the future of influencer marketing.

In India, influencer marketing is on a robust upward trajectory, fueled by the power of social media and the authentic connections that influencers forge with their audiences. As the industry continues to evolve, brands that embrace the latest trends and invest in meaningful influencer partnerships will be well-positioned to thrive in the dynamic digital economy.

(Mansi Gupta is Chief Business Officer at Opraahfx.)