Is this the age of influencer marketing?

The influencer market is valued at Rs 900 crore

By Siddhi Chauhan

Sudeepa Banerjee had never imagined being included on a list of “influencers”. It was in 2020 that her life changed.

Like many influencers, she began posting content online because she had nothing to do during the lockdown. She was diagnosed with PCOS. That is when she decided to explore skincare and study the science behind it. Currently, she has about 2,000 followers. On average, she does eight or nine advertisements every month.

This is not just the case with Sudeepa; there are many micro-influencers like her. According to an article published by the Business World, the Indian influencer market is valued at Rs 900 crore. It is expected to grow at a CAGR of 25 per cent to reach Rs 2,200 crore by 2025.

Soujanya Mamidipalli, a social media marketer, explained to The Observer: “Marketing is important for a company because it helps get the word out about its products and services to potential customers. It’s like when you see a cool ad for a new product and you get curious about it and want to try it out.”

A firm can use different types of marketing: social media marketing, email marketing, and content marketing, she added. What is influencer marketing?

An article by McKinsey & Company describes an influenc-

A survey reveals that audience trust influencers more when compared to celebrities | Credit: Ahona Roy er as people with a sizable social media following who can influence his/her followers. Influencer marketing means collaboration between the influencer and a brand that wants to promote its products.

Explaining the difference between traditional marketing and influencer marketing, Soujanya said it totally depends upon the target of a company. “Traditional marketing like TV ads and billboards can be seen by a lot of people, but sometimes they can feel impersonal. Influencer marketing, on the other hand, can feel more authentic and relatable because you’re seeing someone you trust recommend a product. Personally, I think a mix of traditional and influencer marketing could be a good strategy.”

According to a 2022 survey that consisted of over 2,000 global brands, 80 per cent rely on Instagram for influencer marketing.

Aman Mudgal, CEO of a marketing company, Getsalenow, explained why influencer marketing is flourishing in India. “We are in 2023 and as we can see, people consume content even more than they consume their food. The average usage of social media for people belonging in the age group 16 to 24 is about six hours daily.”

Explaining its effect on consumer behaviour, he said: “Many people follow what their favourite celebrities or influencers recommend. This is what makes an advertiser feel that what’s better than a person talking good about my product.”

According to a survey conducted by a digital marketing institute, audiences trust influ-

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Quiz Answers

encers more when compared to celebrities. The study reveals that 49 per cent of consumers depend on influencers’ recommendations, and 40 per cent purchase something based on their recommendations.

Arpit Yadav, a 25-year-old, follows a lot of influencers on platforms like Instagram, Twitter and YouTube. He follows them because they provide entertaining and informative content that resonates with his interests and values.

Sasha Jain, who follows a few influencers online, said she pays attention to the products influencers talk about, but doesn’t purchase all of them. She buys after researching a product, but she believes that if an influencer recommends something that aligns with her interests, she must try it out.

Asked why she relies on them, she replied: “I rely on influencers because they have a way of making things relatable and approachable. They share their experiences and opinions, which can be very helpful when I’m trying to make a decision. I also like that they showcase a variety of products and ideas, which can be useful when I’m looking for inspiration.”

Influencers are categorized into five different sizes based on the number of followers they have. Nano influencers have fewer than 10,000 followers. Micro influencers have 10,000 to 50,000 followers. Medium influencers have from 50,000 to 100,000 followers. Macro influencers have more than 5 lakh followers. Mega influencers are on the top. siddhi.c@iijnm.org

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Produced by the Print students of the Indian Institute of Journalism & New Media at Nityananda Nagar, Kumbalgodu, Kengeri hobli, Bengaluru 560074.

Editor: Arsha B S

Reporters: Hamsaveni N, Yukta Mudgal, Siddhi Chahuan, Shruti Banerjee

Copy editors: Yashaswini Sri, Vindhya Pabolu, Ahona Roy, Sneha TS

Photo editor: Janani Srinivas

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