Why influencer marketing will continue to grow

Authored by Ayushi Agora Gulyani, Founder & CEO, Media Corridors

Nearly every brand in the world now uses influencers as a key component of their marketing plan. Collaboration with genuine and relevant influencers promotes brand exposure, fosters audience trust, and ultimately increases sales.

In layman's terms, influencer marketing is all about enlisting well-known individuals who have a sizable following on social media to help you reach your target market. An influencer is in a position to sway the audience's choice since they have a relationship with their followers and have previously earned their trust.
Whether intentionally or unintentionally, we frequently engage with content. Because the content from these influencers reaches a broader audience than that of traditional marketing tactics, it has increasingly taken up space in marketing budgets. Businesses are depending more and more on social media influencers to stand out from the crowd and affect consumers' purchasing decisions. The decline in consumer confidence in brands as a trustworthy source of information is a factor in the increase in ad-blockers. People want to read content that is pertinent to them, information that is valuable and aids in the decision-making process.

Throughout the day, we spend the most of our spare time online on various social media platforms. Even in the little intervals between meals, tasks, or other random activities, we aimlessly scroll through the feed and stories. Employing the same behavior, brands have a tendency to recruit influencers who are relevant to their offerings. The pandemic has taught us the importance of social media, if there is anything.
Here are four factors that explain why Influencer Marketing will continue to be in demand:-

1. Builds brand awareness
The audience feels a sense of trust in the well-known faces and rapidly identifies with them. The audience tends to put their trust in the brand directly when they are promoting a specific product or brand, which helps to increase sales.

2. More content, more influencers
As the market expands, an increasing number of people are becoming brands and engaging in influencer marketing. As the number of influencers rises, so does the variety of content, which aids in luring consumers to the specialized goods that the brands are pursuing.

3. Influencer collaborations evolving into ambassador collaborations

After investing in influencer marketing, when a brand notices a noticeable impact, they typically go ahead and appoint the influencer as their brand ambassador. Making the ambassador is a smart move since the target market has already associated the brand with the face; therefore, it makes more sense to do this than to hire someone fresh and go through the testing process all over again.

4. The demand for influencer marketing agencies is high.
Because of the rising demand for influencers in marketing, brands need agencies that can connect them with influencers to properly sell their products. Agencies have the expertise, resources, and manpower to approach the deal's influencers. It becomes simpler for influencers to interact with and collaborate with brands.