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How The Indian Influencer Market has been Thriving Amidst a Pandemic

Ever since the months of February-March, India, along with the rest of the world, has been hit with a pandemic that just doesn’t seem to come to an end. While many businesses have been hit by this pandemic, it seems to be business as usual for content creators.

Youtuber and content creator CarryMinati produced a video that went onto become the most liked video in YouTube India. Food bloggers and travel bloggers have had to push the pause button on their activities while digital content creators are having to come up with various ideas for creating new content. The challenges that brands and influencers are facing in 2020 are going to stay for the upcoming years. Brands and influencer marketingagencies have to come up with new and innovative strategies to keep their content growing in 2020. 

4 reasons to invest in Influencer Marketing:

In the last few years, Influencer Marketing has seen rapid growth as brands are relying on influencers to attain the attention of customers and potential customers. It is in a way their favorable strategy to promote any new service/product, and therefore they are incorporating it in their campaigns. As the recent research and stats have revealed that customers rely more on word-of-mouth opinions, social media influencer programme is reaching new heights. Additionally, according to a study by Ogilvy, Google, and TNS, 74% of consumers identify word-of-mouth as a key influencer in their purchasing decision.

 Vary Customer Base:
An influencer with a diverse following can provide greater opportunities to diversify a brand’s customer base. Partnering with an influencer with a more diverse audience sparks new life into your brand, as their endorsement will reach many different types of individuals. Once they begin to promote your brand, their followers will become increasingly interested to learn more. Influencers go a step further, however, by adding their own spin to your product's story, letting their audiences see it through their eyes and positioning your brand in a way that demonstrates how it can (and should) naturally fit into their fans’ lives. - Gretel GoingChannel V Media 
Grow Spectators:

Promoting a product/brand by an influencer, gives the opportunity to brands to introduce their
product to a large audience, to a set of new eyes and ears, and hence grow their own
following. Creating an influencer network is a great way to cast a wider net, having your
content shared across a larger audience, with the added oomph of a testimonial. Brands can
benefit from working with influencers in a multitude of ways. Influencers can function as
content creators and media channels to develop and distribute organic content that builds
engagement, cultivates brand affinity and drives traffic. According to Nielsen – “92 per cent
of consumers trust recommendations from “known people” while only 70 per cent trust any
other form of referral or online review, which includes celebrity endorsements and paid-for
quotes from random “happy customers”.

Much Reasonable:
Marketing plans are never easier to make nor easy on the pocket. Especially for small business, it’s a huge challenge to engage and retain key customers with a minimum marketing budget. The technique allows you to reach more audiences in less time that are more likely to retain. According to Tomson – “Businesses are making $6.50 for each $1 spent on influencer marketing, with the top 13% earning $20 or more. This is true when you have a strong relationship with influential people; they share your product with their followers and fans so that you automatically save time and cost.

Establish Credibility:

Establishing credibility is a tough job, which is often a long and tedious process. However, your influencer can easily help you build credibility with their marketing efforts. When you hire an influencer, you don’t have to work on proving your credibility to audiences, because when an influential person supports your brand the company’s credibility is already established. According to a study – 58 percent influencers said that it was important to them to be viewed as good brand advocates, while 49 percent felt that brands should recognise their efforts. A positive review or a mention that comes from a trusted influential person tends to go a long way, far more to build credibility than old traditional methods.

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