![]() Over the last couple of years it has evolved into a complete industry of its own. Influencer marketing began a few years back as a very niche way of brand promotions. GAMEXX Awards 2021 Early Bird Discount Last Date - Monday, JENTER NOW Along with creating online resources that talk about where one can get free COVID-19 meals and even how one can adopt pets of the deceased, influencers have positively expanded our perspective and helped us by assuring that things will be alright.” They have ardently taken part in making their audience aware as well as pushing them to go get the vaccine shots. They have channelised all their communication to post about oxygen, beds and plasma. It’s heart-warming to see how they have opened up and so promptly responding to hundreds of DMs asking for help. Commenting on how influencers pivoted keeping in mind the current sensitivities, Ramya Ramachandran, CEO & Founder, Whoppl, said, “In the prevailing scenario, influencers have realised their moral responsibility as well as influencing powers to actually make a change. From influencing people to watching a series on an OTT platform to now keeping a tab on medical resources, influencers have completely shifted their approach. Influencers, celebrities, and the general public all want to support each other in getting out of this apocalypse. Ramya Ramachandran, CEO & Founder, Whoppl "Influencers have realised their moral responsibility as well as influencing powers to actually make a change" Even those who are not actively seeking out this information or even know they need it or where to get it are more likely to notice it if it is cleverly packaged or inserted into their favourite influencers regular content.” But it is important to note that offering both entertainment relief as well as valuable information and updates are equally important at this time so they educate as many people about the myths and facts of the virus and encourage everyone to get vaccinated as soon as possible. Throwing light on how influencers are putting up purpose driven content, Malini Agarwal - Digital Influencer, Founder, MissMalini Entertainment and Girl Tribe, said, “It is a fine balance, and there has been some degree of backlash against creators for continuing to post their regular content. Malini Agarwal, Digital Influencer, Founder, MissMalini Entertainment and Girl Tribe "It is a fine balance, and there has been some degree of backlash against creators for continuing to post their regular content" Overall, everyone has tweaked their content and is making sure to use the right language and visuals so as to be sensitive keeping the current situation in mind. Many influencers are also smartly using their humour to spread awareness as well as populate their stories with important covid updates while others are actively amplifying important campaigns. There has been a big shift in recent months from influencers sharing holiday pictures to really focusing on more serious content. IMAGEXX Awards 2021 Last Date - Monday, JENTER NOW Which is why influencers are now treading a careful path of trying be sensitive to the gravity of the situation around us while still making content that appeals to their massive audiences. While Covid 19 continues to surge through our country a lot of people are turning online for information and resource sharing and simultaneously for some distraction and relief. Influencers also promoted fun and me time. Making Dalgona Coffee to dancing challenges, everything was fun and light. Last year at the beginning of the pandemic, we saw an attitude of relaxation amongst people. India’s influencer market is estimated at $150 million in revenues per year and is showing double digit growth according to digital marketing agency AdLift.It has been changing with the time, people, and situation around.
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