Influencers are popular for their expert knowledge of a niche. They build a special type of trust as the audience can connect with them on social media platforms; this is done via posting relatable content and/or interacting with the audience to share their knowledge or ideas for the queries raised. Audiences travel throughout the line of thoughts and emotions of the influencer, which helps in the promotion of a product or service; this is not attainable via traditional marketing systems. For example, when a TV ad comes up with your favorite influencer, you ought to pay more attention than discarding it as “just another ad”. This is exactly what an advertiser wants: the increased attention span.

Further, brands prefer working on pre-built trust via influencers so that their brand can establish trust faster, which is comparatively more tedious and time-consuming in the traditional advertisement system.

Due to the increased number of influencers, they are boxed into several categories based on their followers’ size for example, if you have followers within 100k, you will be qualified as a micro-influencer. You could be an influencer with any number of followers but with the authenticity of your profile, you can earn more than your investment. For example, TikTok star/influencer Charlie D’Amelio charges almost 100,000 USD (convert to INR and you would be shocked!). Well, that’s the power of influencing!