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Brands are confusing social media phenomenon with social media marketing.
Brands are confusing social media phenomenon with social media marketing.
Brief:
Anyone with hundreds or thousands of followers are ready to help brands to market their products.
Each post on the social media channels cost an amount.
Brands use it to increase their reach and sales. Political parties and public relation agencies use it to build or counter image building.
Why is it in demand?
It is cheaper than traditional marketing communication.
It’s the newest shiny thing in town. It’s the fear of missing out.
Entry to barrier is low, as anyone can grow their following to become an influencer.
Is it any good?
Brands spend 15% of the digital marketing budget on influencers. They want to spend more year on year.
Brands such as Myntra, Jabong, Wooplr, Fabindia, Adidas, Ritz-Carlton, Hindustan Unilever and ITC already use influencers.
The bigger picture:
Nearly 40% of Indian Instagram influencers use third party apps to inflate their numbers.
For just Rs 1,500, a social media user can buy about 20,000 followers
Social media activity such as sharing photos or updates is increasing, but it is not helping market the products.
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