| | AUGUST 20218IN FOCUSINFLUENCER MARKETING: EVERY BRAND'S 'MUST HAVE' MARKETING STRATEGYNearly a decade ago, no one would have be-lieved that a common man can also become an influencer and promote a brand. Thanks to social media, the common man's dream has transpired into reality. Today there are many people out of the lot that have created a niche for themselves through their unique concepts and presentation on social media platforms like Pinterest, Instagram, Face-book, TikTok and others. They have not just garnered tons and millions of fan following but have created an vertical in the marketing industry called Influencer Marketing.Today brands use such influencers to promote their offerings, though one thing remains common among their ­ brand persona they relate to. Once a rarely populated segment, today social media influencers have almost saturated the market and some even got caught up in fraud. Despite all these, today influencer marketing is driving the communication strategy for many brands. This is why the global influencer mar-keting platform is valued to be around $24.1 billion by 2025, growing at a CAGR of 32 percent.However today influencer marketing strategies are more difficult to navigate than ever before for any brand. This is because of the increasing use of smartphones among common people and them being aware of the power social media holds. Hence we find influencers from quite a young age to even old peo-ple who hold strong following among masses. Some brands as big as PepsiCo, Amazon and Biba have roped in nano-influencers to scale up their brand engage-ment. Such engagement becomes more power-packed during the festive times.According to a survey 89 percent said that RoI from influencer marketing is comparable to or better than other channels. Some even said that influencer marketing deliver nearly 11 fold higher RoI. The pan-demic played a crucial role in empowering influencer marketing. As more and more people consumed in-creasing and different content online and on differ-ent OTT platforms, this proved as a fertile ground for nano-influencers to create a niche for themselves in their area.By CEO Insights TeamTODAY BRANDS USE SUCH INFLUENCERS TO PROMOTE THEIR OFFERINGS, THOUGH ONE THING REMAINS COMMON AMONG THEIR ­ BRAND PERSONA THEY RELATE TO
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