Expert Take On How Influencer Partnerships Surge A New Era In PR Industry

The PR industry is constantly evolving, driven by advancements in technology and shifting trends. The COVID-19 pandemic has permanently altered our perception of the industry and the way we interact with brands. Both large and small brands have adapted to these changes, particularly in consumer behaviour, and have evolved their strategies accordingly. In this transformed PR landscape, brands from both B2B and B2C sectors have recognised the importance of influencer marketing, incorporating it into their communication and marketing strategies to engage more effectively with consumers.

The post-pandemic era has highlighted the growing significance of influencer marketing. Influencers have become pivotal in shaping brand narratives, fostering authentic connections with audiences, and driving engagement in ways that traditional methods often fail to achieve. According to a recent report, influencer marketing in India is projected to grow by 25% in 2024, reaching ₹2,344 crore, with expectations to soar to ₹3,375 crore by 2026.

India has witnessed a significant rise in influencer marketing, leading to a transformation in public relations and consumer interaction dynamics. Influencer marketing, as a newer communication tool in PR, offers an effective way to enhance communication strategies, achieve business goals, and build compelling brand narratives.

Here are some key advantages of influencer marketing in this new age

Increased and sustained brand awareness 

Influencer campaigns help drive increased brand awareness. Influencers advocate for brands, provide real-time feedback on products, and share their experiences, enabling audiences to learn about new products or services and assess their credibility based on the influencers they follow.

Consumer shift to digital media 

The new era of media and ad consumption is consumer-driven, with individuals having complete control over the content they consume on various digital platforms. Brands are now leveraging these platforms to engage with their consumers, either by creating their own content or collaborating with influencers to produce engaging content.

Niche influencer marketing 

The influencer community has become increasingly specialized. Creators are finding their niches and becoming more selective with their content. This trend allows brands to collaborate with influencers who are specifically aligned with their products or services. For example, a skincare brand might partner with influencers who have established credibility in the skincare sector.

Insight-driven data 

Working with content creators provides valuable feedback through likes, shares, and comments from users. Influencers often offer insights and tips for better future collaborations. This feedback is beneficial for companies, helping them understand consumer perceptions of their products, including features, benefits, and drawbacks, which can be used to inform marketing, sales, and product development strategies.

Influencer marketing has emerged as the fastest-growing channel in the PR industry, offering numerous opportunities for brands to increase targeted awareness and reach new audiences. As the industry continues to adapt and evolve, embracing influencer marketing will be crucial for brands looking to thrive in the digital age.

Authored by Janvi Mankani, Founder, Mint & Milk PR. Views expressed by the author are their own