In content marketing, one trend is visible — use of influencer marketing. Instead of a scriped campaign, brands invest in this tactic. Here a brand chooses specific key individuals. They are leveraged on social and other media through their endorsing the brand in a more personal manner. Influencers are used to announce a new product or brand. They are used to educate consumers about a new service or its usage. They are used to create targeted campaign with a clear call to action.

Automobile companies use influencer marketing. Experiential categories such as fashion and life style resort to influencer marketing. Technology companies rely on it.

Influencer does affect consumer behaviour. The right influencers are chosen using market insights, consumer affinity, digital tools and dashboards. Their reach and engagement are analysed. It is to be seen how relatable they are and how effective.

Baba Sehgal has been used by KFC in their Chilly Chizza campaign with the catchy rap SorryPizza.

As compared to other countries, influencers are less used in India. It is an unstructured industry. There are no software solutions around targeting and organising influencers. The brand objectives are myopic. There are no tracking methologies.

As ad blockers are widely used. it is better to divert to other formats such as influencer marketing. Influencer marketing helps in targeted exposure to the right kind of consumer who is interested.

A firm can use a team of micro-influencers for macro impact.