Influencers as Career Option
Ranjan K Baruah
We are facing the current challenge and we are mostly staying at home. No schools, no colleges and no offline classes mean we are either attending online classes or doing activities at home. Many recent graduates are confused about their future profession and jobs. We are using the internet more than ever as most of us have smartphones with us. Can something be done digitally to earn money or to get engaged ? This is a common question asked to me by young people these days. Well, many things can be done digitally but we must be aware of it.
We have written about digital marketing in the past and its scope. One of the areas which I would like to focus today is influencers. Influencer marketing has become new worldwide. Modern customers are less believing in brand ads, influencer marketing is boosting the brand-customer relationship. In the present scenario, there are different types of marketing influencers. You will find nano-influencers that have 1000-5000 followers and micro-influencers with 2000 to 100,000 followers on various social media or digital platforms. However, do you know that these influencers are becoming the number of choices of big brands ? This is because of the organic followers with nano or micro influencers. Apart from nano influencers and micro influencers there are influencers like mega and macro influencers. Brands love social media influencers because they can create trends and encourage their followers to buy products they promote.
Aspirational influencers are people that many social media users look up to. They want to be like these personalities and will mimic their behavior in hopes of getting the same results. They tend to be most effective with younger audiences. Authoritative Influencers are topic experts in their field. Peer influencers are also referred to as micro-influencers and tend to make up the majority of digital influencers online. As it takes time to become aspirational or authoritative influencers, the best part is that we can be peer influencers.
The bulk of influencer marketing today occurs in social media, predominantly with micro and nano influencers and also blogging. With an increased interest in video, YouTubers are rapidly becoming more important too. Bloggers and influencers in social media (predominantly micro-bloggers) have the most authentic and active relationships with their fans. Brands are now recognizing and encouraging this. Brands are also aligned with leading and popular YouTubers .
(To be contd)