The Emergence Of Influencer Marketing


There are questions, there are doubts, there are moral issues and there are financial issues. In addition to these fault-lines, research and conclusions point fingers at the declining trust in what influencers say about various products on social media and Digital marketing.

The conflicting view from influencers is “even Google, Apple, and Microsoft have fault-lines”. Digital marketing strategists probably have the best answer to these arguments. They claim to have conducted checks and balances on influencers while they voice their opinion to make claims. An atmosphere that is vibrant is bound to trigger arguments and counter-arguments.

Regardless of this fact, influencer marketing is supported by 62% of netizens that pay attention to and attach significance to the opinions of digital influencers before making their purchase decision. Therefore, Influencers and influencer marketing are here for the long run in one or the other way and continues to have a widespread impact on marketing practices as well as on consumers.

Digital marketingThe Axiom:

The job of the digital marketing strategist isn’t limited to designing a marketing campaign. S/he continuously studies the market, trends, and their variations. Owing to the evidence of rapid change in consumer content, influencer marketing continues to enjoy prominence in marketing strategies.

10 Core Facts About Influencer Marketing you must know: 

  • Businesses are making $5.20 for every $1 spent on influencer marketing
  • Influencer marketing was expected to grow to $13.8 billion in 2021.
  • 45% of brands intended to dedicate a budget to influencer marketing in 2021.
  • 56% of brands use the same influencers across different campaigns.
  • 67% of brands use Instagram for influencer marketing.
  • 67% of brands are concerned about influencer fraud.
  • Only 38% of brands claim to have experienced influencer fraud.
  • 7% of brands working with influencers run e-Commerce stores.
  • 70% of teens trust influencers more than traditional celebrities.
  • 86% of women use social media influencers for purchasing advice.

Going by these facts and the reality that digital marketing strategists are streamlining influencer marketing more than ever, it seems it is bound to stay here.

Digital marketingThe Impact

“Absolutely. If I see something that is marketed, I might show it to a friend. If my friend says it is nice then I want to buy it,” said an internet user.

The whole game of influencer marketing revolves around trust. If influencers remain objective in their articulations, share an honest review, give two bits of advice to the brands, the impact will be positive. Remember, the focus should be on building a lasting relationship between the influencers and their audience instead of making quick bucks.

Brand Awareness

From billboards and shopping malls, brands have arrived in your living space. Influencers have made brands, products, quality, variations, packaging, and other elements attractive to generation Z, women, male executives, as well as retirees.

It is only due to influencers providing all the critical info about the product right into your hands through mobile, people are more aware of the brand name, their products, the standard of quality, the functionality, as well as, price band. When information is handy, the buying decision is made easier and faster.

Customer Relations

In a relationship between the brand and the consumer, the major obstacle is the ignorance of customer service executives. The influencers have to bridge this gap. With the constant engagement with the audience, influencers help reduce the number of questions about the product.

Simultaneously, influencers often go between the consumers and brand, bringing critical information to the front to answer queries of the audience. Thus influencers have helped brands in building a loyal relationship with consumers.

Trust Building

As we discussed earlier, the whole influencer marketing revolves around the trust factor. The amount of trust that the influencer establishes with the brand results in the trust for the brand. As digital marketing experts, we have always emphasized honest opinions regardless of the brand and product. If the product does well in 8 areas out of 10, highlighting those two areas where the product lacks helps to build trust.

For an influencer, sharing a similar social and cultural background with digital marketing strategists has resulted in building trust with their audience. Compared to celebrities who share unique privileges in a society, social media influencers tend to build an impression amongst the consumers to nurture a more intimate connection.

Digital marketingInside Influencer Marketing:

Believe it or not, influencer marketing has changed the way people purchase products, especially among the youngsters. The constant flow of information from the influencers enhances the transparency between the brand and its users.

Who’s right for your brand?

We suggest you stay ahead of the curve by selecting the right influencer for the right brand. We believe considering the number of followers is crucial, however it is equally crucial to find out the engagement rate an influencer shares with their audience. The quality of the content and knowledge in their niche shall decide your fate. It would also be prudent to have at least some idea of the influencer’s stands and ideologies so as to avoid conflicts of interest and come across as a brand with inconsistent beliefs. This adds another layer of authenticity to the promotions.

Captivating Campaigns

Nothing brings the audience close to influencers than the impact of their campaigns. Digital marketing strategists must design campaigns that are impactful, interactive, and ready to offer an opportunity to the audience for participation.


Collaboration between two influencers or a chat conversation between two influencers allows digital marketers to broaden the audience base for one or more brands. Therefore, creating a vibrant communication channel among influencers is very important for the wider acceptability of the brand.

The trust in influencers sometimes tends to override several issues at hand, which in return adversely impacts influencer marketing. Influencer Marketing as a digital marketing tool will definitely reopen many avenues in coming years.