A few years back, no one knew what Influencer Marketing was. Social Media was still not that powerful and the content creators were called ‘Bloggers’. Most of the people involved in blogging were doing it as a leisure activity. No one thought that it would be a bread earner for these creative content creators.
So, how did they become so important to the advertising industry? What did they offer that brands couldn't resist and formed a new category for advertising, keeping a separate budget for influencer marketing campaigns to create noise?
So many questions were there but the change was inevitable. Influencer marketing is here to stay and now, it is as important as any other form of media. To understand how it revolutionized the industry and gave birth to a new form of communication, audience reach and branding, we have to under the basics of it -- What is influencer marketing?
According to Wiki -
Influencer marketing is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field.
According to Google, Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand's message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire/pay influencers to get out the word for you
List of Top 5 influencer’s in India
Jannat Zubair (21.6 million Instagram followers)
Jannat Zubair Rahmani is an Indian film and television actress. She started her career in 2009 but gained recognition through Colors TV's Phulwa in 2011. She has also played the role of Young Phool Kanwar in Bharat Ka Veer Putra–Maharana Pratap and Pankti Sharma in Tu Aashiqui.
Avneet Kaur (15.1 million Instagram followers)
Avneet Kaur is an Indian actress. She is known for portraying Princess Yasmine in Aladdin – Naam Toh Suna Hoga and Charumitra in Chandra Nandini.
Bhuvan Bam (11.1 million Instagram followers)
Bhuvan Bam is an Indian comedian, writer, singer, songwriter, and YouTube personality from Delhi, India. He is known for his YouTube comedy channel BB Ki Vines. In 2018, Bam became the first Indian individual YouTube content creator to cross 10 million subscribers.
Ajey Nagar (10.3 million Instagram followers)
Ajey Nagar, better known as CarryMinati, is a YouTuber and streamer from Faridabad, India. He is known for his comedic skits and reactions to various online topics on his channel CarryMinati.
Nora Fatehi (19.7 million Instagram followers)
Nora Fatehi is a Canadian dancer, model, actress, and singer who is best known for her work in the Indian film industry. She has appeared in Hindi, Telugu, and Malayalam language films. She made her film debut in the Bollywood film Roar: Tigers of the Sundarbans.
The world has changed now. COVID-19 has made social media influencers even more necessary for brands. Special attention is being paid to them but still, there’s so much in the grey. Having said that, it has been a welcome change for the young, budding population of India, buffed with Bollywood and drama to channelize their energies towards creating entertaining content. If they do well, brands will come to them and business will boom.