InvestIng In Influencers

Marketers are paying big bucks to cash in on celebrities’ social media followers.

- Ruchika Shah

TEN YEARS AGO, THE ONLY WAY FOR diehard Shah Rukh Khan fans to catch a glimpse of the superstar was to camp outside his palatial bungalow ‘Mannat’ at Bandstand in Bandra, Mumbai. The 53-year-old star indulges his fans on his birthday and on Eid by waving to the screaming crowds from the terrace of his high-walled fort. Apart from that, the impenetrable walls of Mannat have managed to keep the reality of the difference between the actor and his fans intact.

But today, social media platforms like Twitter and Instagram have broken down the walls between celebrities and fans, giving commoners unprecedented access into their lives. On Twitter and Instagram, Khan is not just the Badshah of Bollywood. He’s a doting father and a loving husband; he tweets a picture of his unruly imperfect post-shower hair, and Instagrams the occasional bad car selfie clicked on his way to work. He posts motivational quotes as picture captions—often done, but a social media misstep—and is found dancing the night away at a friend’s wedding. On these platforms, Khan is as real as his fans.

It is to tap this relatability that marketers and brand experts are willing to dole out the big bucks. “Social media has allowed us as consumers to have a stronger feeling of proximity to our favourite celebrities, becoming part of their daily life, and being able to buy into the products and lifestyle enjoyed by those we admire most. Influencer marketing utilises and leverages this increased intimacy for the benefit of brands and consumers,” says Mike Bandar, co-founder of HopperHQ, the UK-based maker of a social media tool that allows users to schedule posts on Facebook, Twitter and Instagram.