Influencer marketing is probably one of the most important byproducts of the growth of social media, and brands have used this platform in large or small measure to promote their products and services. But according to the Kantar Group, this form of marketing has reached its peak.
What seems to have affected the effectiveness of influencer marketing are fraud promotions, lack of measurability and the general weariness of consumers of such promotions, which are fully paid for by companies.
Consumers are now showing a preference for organic influencers, who are everyday users and don’t have any brand endorsements. These influencers, along with micro-influencers, are preferred for one main reason: authenticity.
How can companies tap into this new marketing resource while also ensuring that neither their brand or product value is diluted?
• Raj Shamani, Entrepreneur & Social Media Strategist
• Ssumier Pasricha, Actor and Social Media Influencer
• Be YouNick, YouTuber
• Prajakta Koli, Content Creator, MostlySane
• Mallika Dua, Actor, Comedian and Social Media Content Creator
• Sai Gaddam, Co-Founder & CTO, Immersify
• Varun Duggirala, Co-Founder & Content Chief, The Glitch (Session Chair)
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