Influencer branding refers to the growing trend where individuals with significant online followings (influencers) leverage their established reputation and audience to promote brands and products. Dr Adil Malia, CEO of The Firm, stated, "In today's world, influencers, content creators, and digital stars are redefining marketing, making social media the ultimate space for influence. From YouTubers and podcasters to bloggers and OTT stars, these roles barely existed a decade ago but now dominate the digital landscape. Shockingly, 64% of consumers make buying decisions based on influencer recommendations rather than family or friends. With the world collectively spending 11.5 billion hours on social media daily, the shift is undeniable; traditional media must evolve or risk being left behind."
When Cadbury faced a major controversy, they brought in Amitabh Bachchan to help rebuild trust and shift the narrative. This campaign, launched after the situation had settled, became a powerful example of using influence to restore brand reputation.
"A social media influencer is a hyper-expert in a specific field with a large following and the ability to create impactful content. Beyond just popularity, they use blogs, videos, or other tools to shape opinions and influence their audience's choices, making them key players in brand positioning," said Dr. Adil Malia,
Medha Tawde, Marketing and Strategy Head, Kone Elevators, stated, "Influencer marketing isn't black and white; it has many layers. From Bollywood and cricket stars to digital creators and micro-influencers, each plays a different role. The real question for marketers is how an influencer fits into their brand strategy. In today's digital world, where anything can go viral, authenticity matters more than follower count. Consumers, especially Gen Z and millennials, value genuine connections over flashy endorsements. Whether an influencer is a celebrity or a content creator, their credibility and alignment with the brand's message are key. At the end of the day, success comes from authentic storytelling and meaningful audience engagement. For example, celebrity endorsements help with brand recall in brands like Coca-Cola and Pepsi, while B2B marketing requires experts who bring credibility. Aspiring influencers need deep knowledge of their niche and must genuinely use the products they promote. With the ease of buying followers, engagement quality is far more important than numbers."
"Influencer marketing varies based on a brand's objectives. Celebrities like SRK or Virat Kohli are great for mass awareness, but building credibility requires industry experts. In technical industries like elevators, architects and urban planners are more relevant than mainstream influencers. For B2B businesses, loyal customers are the most powerful advocates, as their trust reinforces the brand's reputation," she added.
Kiran Bhambhani, Marketing Head - West & South Zone, Tata Realty & Infrastructure Ltd, articulated, "Celebrity endorsements and influencer marketing are fundamentally different. Celebrities promote products based on aspiration, people buy because a star uses them. Influencers, on the other hand, genuinely use and review products, building niche communities based on trust and expertise. It feels more like a peer recommendation than a scripted ad, making their connection with the audience deeper and more authentic." "Collaborate closely with influencers to create content aligning with their style and your brand values, ensuring an authentic and effective partnership. The key to effective influencer marketing is choosing someone who truly connects with your target audience."
Shweta Powar, CEO & Founder of Aria Communication, shared the pros and cons of influencer branding, "There are two types of influencers, those who chase views and those who focus on content and credibility. For brands, especially in industries like real estate, choosing an influencer with strong, well-strategised content is far more valuable than just high view counts. If a celebrity promotes one brand but is seen using a competitor's product, it creates confusion. If their lifestyle changes, like becoming a fitness enthusiast, their endorsements should align with that shift. However, if they are still under contract, using a rival brand can be a clear violation."
Powar emphasised, "True influence isn't just about money; it's about engagement, which takes time and effort to build. To succeed, influencers must find their niche, create compelling content, and track audience response. Authenticity is key; promoting products without credibility can damage trust."
Influencer marketing has evolved from influencers being brand voices (1.0) to brand ambassadors (2.0), and now, in its 3.0 phase, CEOs have become the face of their companies.
KEY POINTS ABOUT INFLUENCER BRANDING
- Influencing has evolved from philosophers shaping cultural change to celestial movements believed to impact life on Earth. Today, social media influencers hold that power, using expertise and credibility to shape opinions and consumer choices.
- With India set to become the world's third-largest podcast market, brands must strategically leverage this platform for impactful storytelling.
- With the rise of influencers, even celebrities feel the competition as brands find influencers more commercially viable. In today's market, a Kapoor or Khan isn't always necessary; choosing the right influencer who truly engages the audience can be just as powerful.
- In the next few years, Gen Z will drive influencer choices, shaping brand partnerships based on their preferences. Hence, brands must ensure their influencer collaborations align with their identity and values.
- Success in influencer marketing starts with a clear brand strategy, aligning your goals with the right influencer, platform, and content format.
