Influencing the masses: Proof that marketing is magical and mad!

When times were more straightforward, and marketing was rather direct, some ads shaped generations like the Vicco turmeric ad jingle or the nationwide Coca-Cola banners found in even the most remote villages, in the nooks and crannies of the country. This essentially was influencer marketing. When a public figure endorses a specific product and advertises it, it is termed influencer marketing, which they still do for Vimal and other brands. 

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As social media platforms gained popularity, public figures took on more endorsements and drove sales. Television and newspaper ads became annoying, and Facebook (now Meta), Instagram and YouTube had their attention, giving rise to a new era of marketing and a new character in the field: Influencers. 

The Influencer Impact

Imagine starting as a small content creator in your terrace storeroom, posting relatable rants that resonate with the everyday frustrations of social media consumers. Fast forward, and you've amassed a substantial social media following. Your opinions significantly influence people’s lives, thoughts, and spending habits. Over the years, marketers have harnessed the reach of public figures to boost sales, enhance brand awareness, and build credibility. Today, influencers help achieve these goals, drive audience engagement, and provide valuable insights into market reactions and product reception.

That being said, the internet is as vast as the ocean, with various types of consumers. 

How do you tap into the masses if they have varied and ever-changing likes and dislikes? 

You go viral! When truth becomes stranger than fiction, virality is born. 

Remember this? Rasode Mai Kon Tha 

It was refreshing to see Yashraj Mukhate’s TV serial mashup melody take the internet by storm for months during the COVID-19 lockdowns, making him a household name in just a few videos.

Followers = Endorsements

Those were the golden days of influencer marketing, with Ashish Chanchlani interviewing Avengers, Bhuvan Bam pairing with Katrina Kaif for Lenskart, and Tanmay Bhat endorsing credit cards. Meanwhile, major beauty brands enlisted Ankush Bahuguna to apply makeup on film stars and fellow influencers. In contrast, LinkedIn influencers like Ankur Warikoo and Sharan Hegde offer a different kind of influence, focusing on thought leadership through industry insights, career advice, and workplace tips for a professional audience seeking growth, prioritizing depth over dazzle. 

Audiences Like the Offbeat

While we reminisce about these influencers, we cannot ignore the parallel rise of the cringe because, in the quirky world of marketing, even cringe has its charisma. Read this to understand cringe content, then come back here to see how it’s worked magic with influencer marketing. Yashraj Mukhate went viral in 2020, offering everyone a hilarious escape from Dhinchak Pooja’s "Selfie Mainey Le Li Aaj" and "Dilo Ka Shooter". 

Even if the content produced by so-called “cringe influencers” was not cringe, their videos and connection with the audiences gave rise to vast followers and engagement; people wanted to see more. In most cases, this culminates in such influencers getting their endorsements and sharing the screen with national and even global names, which directly means that the audience is in direct control of who and what they want to see more of. (Dolly Chaiwala)

In the evolving AI and social media scenario, Kyra, India’s first virtual influencer, was created in January 2022. Since then, she has received impressive endorsements from Amazon and John Jacobs.

If it Ain’t Broke Don’t Fix It

Influencer marketing heavily relies on the trust that a content creator has been able to establish among their followers. Among other factors, it is essential that a creator has not only a substantial following but also an understanding of their follower base, what they like, what they don’t like, what kind of discount or campaign they might respond to and if a creator has a grip on the pulse of their audiences the campaign will be successful. It also adds to the creator’s credibility as a brand when they endorse other brands that they personally believe in or have used or tried. Audiences crave authenticity their creators and will eventually understand if they are being scammed or misled. This also means that irrespective of how cringe or lame an influencer’s videos may seem if the audience finds them authentic, then it will produce results.

In the cycle of endorsements, content and audiences, it always comes down to genuine connection. When an audience finds parts of themselves in the creator, their content builds trust, giving rise to a subconscious influence over all areas of their lives. It would be safe to say that our generation absorbs emotions through the screen, and this is good news because this means that a genuine impact can be created. Whether through the wise words of a LinkedIn thought leader or the catchy tunes of an Instagram icon, these influencers are redefining what it means to inspire and influence. At Yellow Seed, we understand what brand are looking for, and that’s why we can be your strategic influencer marketing partner. Moreover, with our data-driven approach, we help brands convey their message to the right people in a way that feel genuine, engaging and game-changing. So, why wait?