By Ranjan K Baruah
We are faced with the current challenge and we mostly stay at home. No schools, no colleges, and no offline classes means we either attend classes online or attend activities at home. Many recent graduates are confused about their future profession and future employment. We use the Internet more than ever, because most of us have smartphones with us. Can we do something digitally to make money or get engaged? This is a common question that young people ask me these days. Well, a lot can be done digitally, but we have to be aware of this.
We have written about digital marketing in the past and its scope. One of the areas I would like to focus on today is influencers. Influencer marketing has become new around the world.
Modern customers believe less in branded advertising, influencer marketing strengthens the brand-customer relationship. In the current scenario, there are different types of marketing influencers. You will find nano-influencers with 1000-5000 followers and micro-influencers with 2000-100000 followers on various social networks or digital platforms. However, did you know that these influencers are becoming the number of choices for big brands? It’s because of organic followers with nano or micro influencers. Besides nano influencers and micro influencers, there are influencers like mega and macro influencers. Brands love social media influencers because they can set trends and encourage their followers to buy the products they promote. Ambitious influencers are people many social media users look up to. They want to be like these personalities and will emulate their behavior in the hopes of achieving the same results. They tend to be more effective with a younger audience. Authoritative influencers are subject matter experts in their field. Peer influencers are also referred to as micro-influencers and tend to make up the majority of digital influencers online. Since it takes time to become ambitious or authoritative influencers, the best part is that we can be peer influencers.
The bulk of influencer marketing today happens in social media, mostly with micro and nano influencers and blogs as well.
With an increased interest in video, YouTubers are also becoming more and more important. Bloggers and social media influencers (mostly 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. Podcasting is a relatively new form of online content that is growing in popularity. Social posts are crucial as social posts promote bloggers, YouTubers, etc. Many influencers are now making a name for themselves on social media because they easily promote their digital businesses. It looks like the growth of influencer marketing will explode in the market.
Nanos and micro-influencers will build stronger relationships with their audiences. Nanos and micro-influencers may be a better choice to drive business growth and young people who have access to technology may opt for it.
Most young people or recent graduates or even current college students are like nano-influencers but they can do wonders because they have fewer followers and are still heading to the market because they have high engagement with their followers. On the other hand, micro-influencers have more followers than nano-influencers. Even micro-influencers are known to deliver higher customer engagement rates. But as mentioned earlier, nano-influencers or peer influencers can make a lot of differences. Brands can also choose macro influencers if they want to improve their visibility, but comparatively this can lead to higher financial expenses.
We’ve learned that social media influencers are people who have built a reputation for their knowledge and expertise on a specific topic. Our young people can also choose to become influencers and also earn money. The best part is that this profession does not need high academic qualifications. You have to have patience to be in this field in addition to being a tech savvy person.
(Ranjan K Baruah is a Career Mentor and Skills Trainer and can be reached on 8473943734 or [email protected])