Social media has outpaced traditional mediums, with influencers playing a significant role in how consumers make choices and the brands they trust. For instance, a beauty influencer recommending a new sunscreen or a fashion creator endorsing a new clothing brand can impact its popularity amongst consumers and make or break a product’s success.
A creator’s engagement and authenticity are the determining factors in India’s influencer marketing sector, which is projected to reach USD 404.82 million by 2026, while the global creator economy is expected to reach USD 528.39 billion by 2030.
With more creators entering the market, influencer collaborations have become integral to marketing strategies used by brands, including product placements, PR packages, sponsored posts or exclusive collaborations.
However, to ensure these strategies work with time, brands need to embrace emerging trends, refine their marketing approach, identify influencers who align with the brand’s values and products, and partner with them to ensure the message reaches the right people.
Beyond Metro Cities
India, being the most populous country in the world, has a large consumer base with diverse preferences, determined by their language, culture and region. Hence, for brands to grow their consumers and connect with them on a more personal level, it is crucial to curate regional content and collaborate with influencers who resonate better with the tastes of regional audiences.
Most brands think that collaborating with mainstream influencers is the best way to elevate brand visibility. However, a significant benefit of working with micro and macro creators is the niche appeal of their regional content, which often caters to specific interests or communities within a particular area. Through this, brands can foster stronger connections with consumers by collaborating with creators who speak the local language, understand the nuances of regional culture and resonate more authentically with their audiences.
Barter For Better ROI
The market is consistently evolving. Whether it is a well-known brand launching a new product or a new-age brand setting its foot and introducing its products, barter deals have become a go-to marketing strategy that helps brands optimise their marketing budget. Barter deals are a creative strategy that not only reduces marketing costs for brands but also helps in creating the needed buzz around them through cross-promotions, sponsorships or product placements.
Data Reigns Supreme
Data is incredibly valuable. To get customers moving through the sales process, brands need to create content that speaks directly to what their audience needs at each step. The usage of prompt calls to action (CTAs) by brands encourages consumers to take the next step, while adding relevant shopping links to the content can ensure a smooth conversion path.
It is equally important for brands to track their leads through UTM parameters, which are added to web URLs and help marketers track the success of their online campaigns, showing where the web traffic comes from. By checking this information in tools like Google Analytics, brands can get a much better understanding of what’s working – like which calls to action (CTAs), link placements and landing pages are leading to sales.
The Future With AI
AI is changing the game for brands who want to get their content seen by more people and make a bigger impact. As per research, AI deployment can improve business leads by 50%. Brands can use AI tools to repurpose their existing content into multiple formats like short videos, infographics or bite-sized social posts tailored for both paid and organic social media channels. Using AI tools can remarkably drive engagement for brands, assisting them in the creation of personalised content. Moreover, imbibing AI in marketing helps save time and keeps the brand’s message consistent across all platforms.
Using Their Influence
For a brand to garner attention towards its products or services, it’s essential to stay on top of emerging trends that resonate with its target audience. A brand’s success is largely determined by the organic reach it achieves. To remain competitive, brands must adapt to evolving trends, leveraging data and technology to develop influencer marketing strategies.
The key to success in influencer marketing lies in identifying influencers who align with the brand’s values and products, and ensuring the message reaches the target audience.
(The author is the Co-Founder & CEO at ClanConnect)
