Why influencers have more social equity than celebs

Published: March 22, 2019 2:36:43 AM

A recent survey found that online non-celebrity bloggers could influence upto 10-times more purchases at a store than celebrity bloggers.

Online influencers are replacing mainstream celebrities for reasons not confined to a lower numeric value.

By Ashutosh Harbola

Brands of yesteryear trusted the traditional forms of advertising such as celebrity endorsements for their products/services. However, in the present day, innovative solutions are discovered on a routine basis to combat fierce market competition. One such marketing solution that is catching up with big and small brands alike is ‘influencer marketing’. With the rise of social and mobile-first audiences, influencers or the new-age celebs drive a lot more social equity compared to the so-called stars of the previous decade.

For example, today, actor Vicky Kaushal is a star in his own right and a lot of brands are trying to capitalise on the recent success of his film Uri. Then there is Bhuvan Bam of BB Ki Vines who has a stronger connect with the social and mobile audience, than a TV celebrity.

Marketing has a new definition in the digital age, and success does not require big budgets. Today, online influencers are replacing mainstream celebrities for reasons not confined to a lower numeric value. The audience welcomes these influencing personalities, as they can readily relate with them, unlike the famous celebrities from popular cinema or sports.

A recent survey found that online non-celebrity bloggers could influence upto 10-times more purchases at a store than celebrity bloggers.

The pros
Influencers are personalities closer to the target audience; the audience connects with them based on a specific liking or interest. Brands like Samsung and Honor are already working with the likes of Geeky Ranjit and Technical Guruji to ensure they reach the right set of consumers who believe in the authority of these internet stars.
Besides, achieving the celebrity lifestyle is a distant dream for the wise consumer. However, they can readily identify themselves with an influencer hailing maybe from their own town. Nykaa is one brand that has taken the influencer-first route to build its social presence, proving that when you connect with your TG in their own language, it does wonders.

Influencers also personify a brand, unlike celebrities. Celebrities already have a strong image of themselves; while that may strike a chord initially, in the long run, the celebrity ends up stealing the show, leaving the brand behind. Like when Aamir Khan made a statement about his wife feeling unsafe in India, there was a call to uninstall the Snapdeal app. Hence, a celebrity carries a bigger burden in terms of his or her own
personality.

With unique business marketing strategies and availability of social media platforms, it has become affordable and wise for brands operating at different scales to work with influencers and not celebrities.

To sum up
Such potent reasons behind how online influencers are pitching for a stronger bargain in the marketing industry today highlight the fact that this is an upcoming trend with a bright future. This natural humanistic approach actually appeals to the people at large who find themselves getting attracted to the brand through them.
There is no doubt about the fact that highly paid celebrities in their own mastered fields are slowly and steadily losing the game to their counterparts, namely, online influencers. Well, it is expected to be an intriguing turn of events that may bring in a win-win situation for both the parties involved.

-The author is co-founder & CEO, Buzzoka

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