We live an age where the Internet has proliferated into every aspect of our lives. It is easier than ever to keep in touch with the latest happenings in the world related to any topic or issue. The Internet is a powerful tool for marketing and can often be used to influence purchasing decisions and consumer behaviour. If you were to buy a pair of jeans, you would most likely choose a brand which has been endorsed by your favourite personality. Same goes for various other products as well. In other words, a person or a personality has managed to influence a purchasing decision by making a person go for a particular brand. This is what is known as influencer marketing and it is currently the most famous form of digital marketing.
Gone were the days when the title of an influencer was reserved for sports personalities or movie celebrities. The various social media platforms available in the market right now has made reaching out to audiences easier. Anyone with an internet connection and a laptop can become an influencer in a field of their expertise. Mahathalli, Harsha Chemudu, Carryminati and Kapil Sharma are some of the people who have influenced millions of people in India.
Why are influencers becoming important to brands
Normally a brand could usually get their product promoted by a celebrity or a sportstar. However, brands are quickly realising digital creators and influencers are also able to reach out to the same audience but with better chances of successfully influencing purchasing decisions. Another reason for influencer marketing being such a rage is due to the constant engagement the influencer has with their audience.
The current day consumer wants to be aware of the choices they are making when they are purchasing a product. Therefore, they began to look for social proof and it can come from various sources like Vlogs, blog posts, videos, YouTubers, Instagrammers and TikTokers. If a consumer is loyal to an influencer or a brand they follow, more often than not the price point of the product will not bear a significant impact on purchasing decisions. Social media influencers establish themselves as opinion leaders with their followers and may have persuasive strengths such as attractiveness, likeability, niche expertise, and perceived good taste. Moreover, the interactive and personal nature of engagement between the influencer and their followers also helps in improving purchasing decisions. Take the example of a Telugu influencer named Mahathalli, who is known for her genuine and natural brand promotions. Mahathalli usually sticks to brands which promote sustainability.
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Another key reason why influencer marketing is being preferred is because of the pervasive nature of ads throughout the internet. Any page, any email, any social media and networking site and basically every facet of engagement on the internet carries ads in some form or another. The online consumer is getting tired of seeing these advertisements and are often prone to using ad blockers. Influencer marketing is a useful way to reach out to target audiences who use ad blockers.
Influencers also come across as loyal brand advocates and a consumer is more likely to listen to their opinion than the maker of a product. The influencers might have already used certain products and when they talk about it, authenticity shines through. Moreover, brands do not have to develop a relationship between an influencer and a follower from scratch. This saves brands a lot of time and money.
Influencers are also perceived as ‘people like me’ meaning that they come across as peers rather than as a celebrity and are therefore more relatable to a consumer. Consumers understand the content created by their favourite influencer is trustworthy and more than 80% of an influencer’s followers are likely to follow a suggestion from the influencer.
Influencers are also available in plenty and cost less thereby making it affordable for brands to engage their services.
Digital ad spending is also expected to increase significantly. Due to the COVID-19 pandemic, global ad spending has reduced significantly due to a global recession and nationwide lockdowns. However, digital ad spending has seen an 8% increase to $ 330 billion. In 2021, digital media is forecasted to account for 60.9% of total ad spend, creating a lucrative opportunity for digital advertising agencies and platforms. A 2019 survey reported that about 17% of companies surveyed planned to spend 50% percent of their marketing budget on Influencers in 2020.
What does Whacked Out Media Offer?
Whacked Out Media (WOM) is a premier player in the domain of branding, celebrity and content creator management, music and entertainment services. WOM has a proven track record of adopting influencer marketing and integrating it with branding services. Some of influencer marketing with brand integrations we have done in the past include:
1. Sunaina Badam also known as Frustrated Woman – Brand integration done for Gillete, Nua Women and Upstox.
2. Abdul Razzak from Golden Hyderabadiz – Brand integration done for Upstox.
3. Ali Reza of Bigg Boss Telugu fame – Brand integration done for Binomo.
4. Nandamuri Taraka Rama Rao (Jr. NTR) – Brand integration done for Celekt.
Some of the influencers under the Whacked Out Media roster include
1) Anchor Lasya, Kaushal Manda, Pranavi Manukonda, Naveen Kumar and three hundred more social media influencers.
2) Mahesh Babu. Ram Gopal Varma, Jr. NTR, Taapsee Pannu and two hundred more celebrity influencers.
You can reach out to us for more information regarding the services we offer here.
Influencers will continue to remain as a key part of marketing strategies for brands as long as there are engagement channels and social media networking platforms.
