social media became a leading channel that drove brand discovery and purchase decisions last year. Influencer marketing also got its due recognition as brands looked for affordable and niche options to reach out to GenZ and Millennials.
Marketers also realised that the influencer marketing model is well-suited in a time in which the audience is looking for some inspiration to keep going on, searching DIY videos as they turned home chefs, learning new recipes or focusing on self-care. Creators played an integral role in building a sense of community
According to Bain and Company, the online video user base in India has increased to more than 350 million people, growing 24% in the last three years. Today, Indian smartphone users spend about 4.8 hours on their devices daily, of which a staggering one hour on average is spent consuming videos, said the report.
Another key factor that attracted brands to this medium is the bond of trust and authenticity that creators share with their fans, giving brands an opportunity to reach out to a niche audience. So, in 2021, we saw brands moving away from ‘one-time associations’ for single posts to actually collaborating with influencers for long-time deals.
Without a doubt, focus on micro influencers will be one of the leading trends for the industry in the coming year and we’re excited to see how this changes the face of branded content.
