How would you feel if everyone you liked on the internet tried to sell you things? Irritated, right? Well, that’s exactly what’s plaguing the Influencer Marketing industry right now. Too many promotions and brand collaborations have increased skepticism among the audience. People are beginning to get hesitant about the products influencers endorse. And brands are beginning to notice this. <\/p>\n\n\n\n
The new consumer base, especially late millennials and Gen Z, have begun to see through the marketing techniques of influencers. This might lead to market saturation sooner than expected and cause a dip in conversions. And as brands hire influencers primarily to convert engagement into sales, the whole purpose of the marketing exercise gets defeated. As a result, they\u2019ve started seeking out Genuinfluencers: engaging, relatable, and genuine social media personalities who may have a smaller following but are known for their dedication towards quality content. <\/p>\n\n\n\n
The new consumer base, especially late millennials and Gen Z, have begun to see through the marketing techniques of regular influencers. Hence, for their promotions, brands are now inching towards Genuinfluencers. <\/a><\/span>Click To Tweet<\/a><\/span>\n\n\n\n WGSN<\/a>, the global authority on consumer and design trends, coined the term \u2018Genuinfluencer\u2019 back in 2020. The term included any individual passionate about sharing advice on their relevant field, discussing the specifications and spreading unbiased information rather than selling brands or products. Simply speaking, a Genuinfluencer is not someone who would endorse a T-shirt brand on one day and a hair gel on another. Genuinfluencers, as the name suggests, are genuinely interested in the content they create and less interested in marketing it. <\/p>\n\n\n\n Predicted as one of the biggest trends of late 2021 and beyond<\/a>, Genuinfluencers have a stronger connection with their audience \u2014 perhaps more than traditional influencers. These truth crusaders present vetted information and work wonders for a qualified, niche-specific audience. Brands have begun to recognise their value and are now including Genuinfluencers in their brand promotion campaigns. <\/p>\n\n\n\n Regular influencers and Genuinfluencers differ on one crucial aspect – expertise. Regular influencers can promote any product depending on their audience, niche or the collaborations they land. However, Genuinfluencers usually stick to the knowledge expertise. It is safe to say that the content of a traditional influencer leverages their digital presence and is directed towards selling, while the content of a Genuinfluencer leverages their knowledge and is aimed for the sole purpose of educating the audience.<\/p>\n\n\n\n Many brands are already using a mix of celebrities, macro-influencers and micro-influencers to make their campaigns effective. They should also include Genuinfluencers in the mix and target the left out niche-specific audience. <\/a><\/span>Click To Tweet<\/a><\/span>\n\n\n\n If the whole purpose of a Genuinfluencer revolves around not selling a product outright, how are brands going to use them to their advantage? <\/em><\/p>\n\n\n\n Here’s the tricky part. As a brand, you’re going to expect that no marketing opportunity goes wasted. But if you demand excessive promotions from Genuinfluencers, there will be little difference between them and regular influencers. To avoid this, you must place trust in Genuinfluencers and follow their lead. You must invest more in longer campaigns that make room for the educative content that these influencers are famous for. Brands must also let loose and provide more opportunities to Genuinfluencers for honest reviews and feedback, depicting both pros and cons of the product or service. <\/p>\n\n\n\n Another way for brands to use Genuinfluencers is in integration with regular influencers. Many brands are already using a mix of celebrities, macro-influencers, and micro-influencers to make their campaigns effective. They should also include Genuinfluencers in the mix and target the left out niche-specific audience. <\/p>\n\n\n\n Predicted as one of the biggest trends of late 2021 and beyond, Genuinfluencers have a stronger connection with their audience. These truth crusaders present vetted information and work wonders for a qualified, niche-specific audience. <\/a><\/span>Click To Tweet<\/a><\/span>\n\n\n\n Apart from brands, non-profit organisations and government divisions, too, have started showing interest in Genuinfluencers. The government of Finland named 1,500 Genuinfluencers<\/a> as ‘essential workers’ and tasked them with spreading vetted information about pandemic safety. Going forwards, governments and NGOs must aim to increase the use of Genuinfluencers to combat the evil of misinformation prevailing in society. <\/p>\n\n\n\n The Influencer Marketing Industry in India, too, is seeing a rise of Genuinfluencers. We have subject matter experts who share vetted information on various industries, from medicine to education.<\/p>\n\n\n\n
\n\n\n\nGenuinfluencers – The influencers among us<\/strong><\/h2>\n\n\n\n
\n\n\n\nDifference between influencers and Genuinfluencers<\/strong><\/h2>\n\n\n\n
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\n\n\n\nMarketing conundrum: To sell or not to sell<\/strong><\/h2>\n\n\n\n
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\n\n\n\nGenuinfluencers in Non-Profit Organisations<\/strong><\/h2>\n\n\n\n
\n\n\n\nGenuinfluencers in India<\/strong><\/h2>\n\n\n\n
Industry – Medicine<\/h4>\n\n\n\n