Brands & Social - Amplify.Impact. Influence

Image Credits - Dreamstime.com/social

Brands are leveraging social media platforms not only for visibility but to connect, interact and iterate with their target groups. With the evolving dynamics and a ‘spurt’ in engagement with the users, the organic untapped market has come to light. 

An influencer with limited following less than 1000 is known as a nano/micro influencer. Social platforms have different matrixes to measure such followers, having a large number of followers ( above a lakh plus ) are categorized as celebrities, these celebrity influencers are able to swing, propel, engage & leverage on content which is trustworthy or induces participation. While celebrity influencers do hog the limelight, the micro influencers are abundantly present in large numbers & they are the silently precipitate experiential engagements across the spectrum.

An organic influencer likes to captivate/talk to an audience on a one to one basis.  A direct appeal to each individual follower could harness them to be an invaluable future asset. Organic influencers will not only promote limited products and services but equivocally push those which he/she has consumed personally & can vouch for its benefits. Engagements are highly specific in nature, the targeted groups consume the experiences in a personalized & effective way.

Effective ways to Engage & Attract New Influencers: One must start by curating content which engages your current base of followers on your page. A dipstick study will be able to highlight which content drives engagement, that could be for a holiday you took/ a hotel you stayed or even a product you bought and loved / post using it. Subtle Brand Engagements induce audiences to connect as they align & match with their individualistic personality & that of the brand.

Perfect alignment is like finding a perfect match, always a two-sided affair, People choose products/ brands that match their persona, alternatively, brands/products connect with influencers,  that are conduits to their values, interests & offer engagements that organically push & drive experiences.

Organic Influencers & Experiential Shopping: Experiential Marketing Professionals are increasingly looking at alternative ways to curate a well-designed campaign to engage with these Organic Influencers, these aesthetically designed campaigns compel influencers to post about these aboriginal experiences, affirming a positive effect in the minds of audiences, a subtle push in persuading them to experience and extrapolate to their respective followers.

These ambassadors are, like extensions to sales & marketing teams of bigger/ known brands. These ambassadors are persuasive, personalize a brand experience by lending a human emotion/appeal to the brand/ product service they associate and endorse, the phenomenon could also be known as "Influencer Driven Marketing."

Influencer Marketing is a catalyst, which enhances & improvise  ROI’s for the entire spectrum of business. Celebrities as influencers generate an impactful presence although it’s proven to be very expensive.  Influencer Marketing is effective and free of all bias. With conventional forms of communication including the nascent form of digital advertising are on the verge of becoming redundant & obsolete, Rise in usage of ad-blockers becoming apt & increasingly relevant. 

A steep decline in usage rates on conventional media has compelled brands to engage influencers, increasingly more. Branded/ Sponsored content steers influence organically albeit Organic engagement is measurable & is steering the brands to join the influencer marketing bandwagon.