Social Influencers and brands - what's cooking in this space?

How does the future of this burgeoning marketing channel appear and what does the current scenario indicate?

Hey there, fellow readers! It's Friday, and you know what that means - I'm itching to share my latest discoveries and musings on the media, entertainment, and digital world through this newsletter!

Last week, I caved and bought a new phone and organiser thanks to influencer marketing. It got me thinking about the power of this new marketing tool, so I did some digging and stumbled upon a report from the Advertising Standards Council of India (ASCI) that breaks down the landscape of influencer marketing.

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So, what's the deal with influencer marketing?

While it may seem like a buzzword, it's actually been around for a long time. People with influence and a following have always been able to sway public opinion and purchasing decisions. Think Mahatma Gandhi and his promotion of locally-made products during the Swadeshi Movement.

But with the rise of the internet and social media, the process of creating and distributing content has been democratised, creating a new wave of influencers and content creators. Brands have quickly jumped on this trend to reach their target audiences, leading to a thriving ecosystem of influencers, brands, and marketing agencies.

The ASCI report delves into various facets of influencer marketing, ranging from disclosure, transparency and trustworthiness to the various influencer types and future possibilities. However, I'll make things easier for you and present a straightforward overview of this dynamic and thrilling realm. So, without further ado, let's jump right in!

Some of the key points highlighted in the report were

1. Influencer vs Creator - Whom to engage ? - Now this arises when brands are deciding whom to work with for their marketing campaigns. While influencers can offer a significant reach, their content may lack the authenticity and originality of a creator. At the same time, creators may not have the same level of influence as an influencer, making it more difficult for brands to justify working with them.

2. Keeping the authenticity of the content & giving the creative liberty to the influencer is key to getting more engagement. Consumers are becoming increasingly savvy and are quick to recognise inauthentic promotions, which can lead to a loss of trust and a negative impact on the brand's reputation. Therefore, it's important to keep the promotional content authentic while still giving the influencer creative liberty.

3. Understanding the target audience is different from connecting with your followers (now this is my favourite so let me explain it a bit)

It's like knowing the recipe for a killer smoothie versus actually blending it up and sharing it with your friends! Understanding your target audience is like knowing what ingredients to put in the smoothie. You need to know their preferences, needs, and desires to create a smoothie that they'll love. Similarly, when it comes to influencer marketing, understanding your target audience means knowing their demographics, interests, and behaviour to create content that resonates with them.

But just like a smoothie recipe won't cut it if you don't actually blend it up and share it with your friends, understanding your target audience alone won't guarantee success in influencer marketing. You need to connect with your followers by engaging with them, responding to their comments, and sharing content that they'll actually enjoy.

The report has a super exciting part that breaks down influencer archetypes according to their content strategy!

(there are 6 identified archetypes)

First up, we have the Amicable Oracle.

These influencers are experts in their fields, such as financial advisors, fitness enthusiasts, chefs, and therapists, who offer tips, hacks, and advice backed with their own experience. They make complex topics more accessible and reduce hesitancy in consumers by detailing out a product's features and benefits through their lens of expertise. They're the ones who can make finance sound fun and health easy to understand.

Next, we have the Survival-Wizards.

These curators provide handy tips on self-improvement to hack success in life. They're not insider experts, but they're smart curators who put together information and advice, keeping the average person's everyday concerns in mind. They cover everything from insurance, tax, and loans to career advice, self-worth, and spirituality. They present brands and categories as tools for successful living in multiple aspects of life, giving them a clear role to play in the consumer's path to their respective goals.

Then there are the Soul Stylists.

These influencers make spiritual lessons accessible through anecdotal life stories, quotations from spiritual texts, podcasts, interviews, or book reviews. They pose questions that have to do with the intrinsic nature of life and provide answers that seem accessible and can be practised in daily life. They're the ones who give brands and categories a sense of purpose beyond a single moment of consumption.

And let's not forget the Radical Normalisers. 

These influencers have typically been othered by society, such as body positivity icons, trans-icons, and trauma survivors. They reveal their struggles to a general population that may otherwise be blind to it. Their stories of overcoming their challenges through their talent, confidence, and honesty make them exemplary icons of hope and victory. They resonate very well with those facing the same challenges as themselves and with larger audiences that empathise with their courageous fight for acceptance and celebration of their uniqueness.

Last but not least, we have the Everyday Bliss Makers and Sabki Sahelis.

These influencers are all about spreading happiness and positivity through their content. They're the ones who remind us to take a break and enjoy the little things in life, from cooking a delicious meal to taking a relaxing bubble bath. They make us feel like we're hanging out with our best friends and bring a little bit of joy into our daily routines. Let me know which of the archetypes mentioned above you follow the most on social media. Feel free to tweet me at @iamvipuagrawal to share your thoughts.

The report emphasized a significant point that despite the tremendous surge of regional influencers, brands have failed to leverage their potential to the fullest extent.

I am presenting a chart that will explain the size of the opportunity we are talking about

So, in a nutshell, the report spills the beans on how social media influencers are becoming a big deal for brands when it comes to marketing. And let's face it, that's a pretty exciting opportunity for these influencers to influence consumption patterns and for brands to milk their potential for all it's worth. But, will this trend stick around as a go-to marketing tactic for brands to establish honest and open relationships with their audience? Or will it go down the drain because of the temptation to make a quick buck through dishonest communication? Only time will tell, my friend!

Now onto some buzzing news !

Hey Hey ! The Glastonbury Festival 2023 is coming up in June and the first round of artists has just been announced! Hold up, in case you don't know what it it , let me brief you. The Glastonbury festival is a five-day event filled with modern-day performing arts , taking place in Pilton, Somerset, England.

Ladies and gentlemen, that's a wrap for this week!

Give yourselves a round of applause for making it through another one. Your buddy Vipul here, bidding you adieu and hoping you had a blast reading this week's newsletter. Now go out there and make some mischief, have some laughs, and enjoy the heck out of your weekend!

Aidos, amigos!