Social media influencers in India: A new dawn

Authenticity is going to be the driving force of the 2020s, especially in the virtual - digital and social space. Whether it is about food, fashion, lifestyle, travel or even technology, the focus has shifted from celebrity-endorsed campaigns to those doled out by influencers on social media platforms.

New-age idols, who create an authentic and trustworthy image for themselves on social media have been on the rise globally, including India. Influencers are able to build a strong outreach by being honest and real with their followers.

For most social media users, it is often easier to believe the word of another 'ordinary' person on a service or product as opposed to a celebrity, who is distant and alien to us. No wonder, marketers from all sectors are tapping into influencers as a resource, through the social media industry.

Viewers and users rely on this trust that influencers build, and this is being leveraged by various brands - both big and small, to reach out to their markets.

When it comes to the platforms that these influencers use, Instagram comes across as the most popular app, especially because of its immense popularity in the West. In India however, while mediums such as Instagram, YouTube and Facebook continue to be important, the advent of newer apps are changing the game for social media as well as for influencers.

As short video creation on social media is becoming a dominant trend, marketers and influencer’s alike wish to participate and be a part of this new era. With platforms such as Likee, Hago, etc., the nature of how influencers build a rapport with their followers is changing.

What is notable is that while Instagram, YouTube, and other established social media apps have a stronghold in Tier 1 cities, when it comes to Tier 2 and Tier 3 cities in India, it is platforms such as Likee that get maximum traction from the masses.

They allow influencers to create and share personalized authentic video content with their followers in a genuine and convenient manner. Short video creation platforms have given influencers a new medium with which they can actively engage with their followers and give voice to their creative expression.

Influencers are able to utilize short video platforms to build personal connections with their viewers and followers in a more substantial manner. With their highly engaging presence, influencers are here to stay and perhaps even lead marketing strategies of different industries.

Often, even when influencers do not have a massive reach in numbers, 10k to 15k followers for instance, but have a dedicated following in a niche, it has been found that the returns on investment have been higher. This is because influencers with specific audiences help market a product better, and result in establishing more genuine consumer relationships.

In fact, many small businesses have started taking this route too to get more business and have been successful in the process. With their dedicated armies, small or big, influencers have made a place for themselves in the Indian social media industry.

The significance of influencers may have emerged in the Western social media space, nonetheless, India no doubt has found itself in its midst. While we do have access to social media influencers from across the globe, it is the presence of local influencers that will make the engagement with followers and general audience more genuine and believable, and therefore, more preferable by the Indian market.