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September 10, 2020
Social media has proven to be the single greatest change in our lives over the past decade. So much so that it has forced us to re-evaluate the way we perceive celebrity branding. What was restricted to film and tv personalities, sportspersons and their kinds has now shifted to a more singular personality called social media influencers. They have become celebrities while also gradually diminishing the line of divide between them and other conventional celebrities. Today, they are the real game changers. Instagram and YouTube are the platforms where such social media personalities are born. These influencers have followers running into millions, and they have such command over their followers that anything they wear, anything they eat, basically anything they endorse begin trending almost immediately. They have become the single point spokespeople of the current generation and corporates haven’t turned a blind eye to this. In fact, they have begun devising strategies around these influencers to maximise promotion of their brands/products/services. But irrespective of the immense popularity and following these influencers enjoy, is it money well spent? That’s the million-dollar question we need to find answers for. Like most other trends on the internet, it is strongly believed that influencer marketing will also gradually lose its charm and eventually end us another burst bubble. That’s also probably why companies treat it as one part of their overall marketing strategy in addition to SEO, email marketing, content marketing – marketing modes that has continued to prove effective means of marketing. To understand this better Let us take a deeper look at influencer marketing. While one segment of marketers tends to believe that influencer marketing is already a dead end, data we have says otherwise. Businesses are still engaging influencers and it continues to prove effective as well. In fact, it perhaps the quickest way to reach a large group of end users. Research has also shown that return on investment on such marketing campaigns have proven to be strong. But like all processes there is a flip side to this as well. Failures have been found in influencer marketing, but mostly because of the digital company’s inability to put the influencer’s talent to best use. AN influencer is only as good as your marketing strategy. So yes, it is too early write off influencer marketing as a failure.
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