CREATING MEANINGFUL CONTENT WITH INFLUENCERS

In an era of information overload and content overflow, brands often confront complex challenges in connecting with their consumers. But whatever the challenges, trust, transparency and authenticity in messaging can make their task somewhat easier and augment the overall content strategy.

- Anurag Saboo

Relevance and authenticity are the prime pillars that help influencers drive better sales leads and conversions with the target audience of the brands they endorse. Thanks to the rising predominance of social media, influencer marketing has become a non-negotiable part of any and every brand’s content strategy. Social media influencers are the real influencers today who actually make an impact in consumers’ purchase behaviours. These social media influencers have a robust number of followers on Instagram, YouTube, MX Taka Tak and other channels, and post content on a regular basis, and therefore have a wide reach.

Trust and Authenticity

Given this scenario, most brands are increasingly turning to social media influencers to boost their marketing outreach. Here, it’s important to clarify that influencers need not be big-time celebrities. Although celebrities may command a massive fan following, consumers won’t necessarily trust their endorsements since they are known for promoting myriad brands, products and services.

Conversely, influencers harbour a passion for niche subjects and are popular for crafting distinct content that followers can relate to in their daily lives. Fans voluntarily follow them for the specific content influencers post and not because they are celebrities in the first place. They are actually followed for the content they create. As a result, such influencers are strong brand advocates with people trusting their content and recommendations. Thereby, many top influencers could/ have become celebrity brand ambassadors of sorts for niche products and services.