New Delhi: In recent years, India’s leading content creators have gone beyond producing videos and delved into other industries. By capitalizing on their popularity, the trendy influencer community, including some of India’s most popular celebrities like Harsh Beniwal, Bhuvan Bam, Ashish Chanchlani, and many more, has started their own brands in fashion, food, skin care, drinks and lifestyle category.
Some brands are growing briskly, creating a loyal customer base to promote their products through an influencer whilst others struggle to stay alive. Few brands are struggling whereas others are growing fast, creating a strong customer base to support their products with an influencer. This has led to a significant question as to why certain influencer brands are successful and others aren’t.
The primary one being that followers don’t always become customers. While the influencer may have one million followers in the social networking media, he may not necessarily sell the product well as well. Humor videos or entertainment is what they want to watch, but only if the product is of value they’ll pay money.
The other important is the quality of the product. Nowadays, there are plenty of options for customers and they don’t take long to compare products with popular brands. When a product doesn’t match one’s expectations, the buyer tends to post a negative review and not purchase it again in the future in the case of an influencer. In this digital world, there are few people that can let a bad customer experience “go viral” with their on-line reviews or in social media.
The price is important too. That’s why certain influencer brands introduce products at high prices just due to the creator’s popularity. Despite this, Indians are getting more conscious of their prices and more intelligent. They expect good quality at a fair price. Customers who think they’re spending more just because of the celebrity are going to look for an alternative brand to go with.
For marketing, it is not enough anymore. However, brands of influencers generally end up getting a lot of names during the launching period owing to the fans that they have. After the hype quotient has slipped, some level of product quality, customer service and innovation are expected to keep the business going although thinner than the initial impulse. You can’t rely on social media posts going “viral” to make the business a success.
Another key factor of success or failure is business planning. Being a business is a lot different from creating web content. It must involve good supply chain, stock control, customer service, financial forecasting and long-range planning. Experienced, high-quality teams and Industry professionals working together may provide a great opportunity for growing business.
Consumer confidence needs to be equal. Consumers today have a superpower in determining the authenticity of an influencer’s opinion of a product or service, or whether they are just seeking to line their own pockets. Companies which are candid, attentive and directionally improve their goods are more probable to increase long-term trust.
There has also been increased competition. Go shopping and just about any product imaginable, be it clothing or skin care to snack or drink, already has years of experience. Not only do influencer brands compete against one another, there’s a double compete between these and the bigger brands with a bigger marketing budget and a wider distribution network, namely the big brands from both nationally and internationally.
However, brands that offer a valuable product, complete unique experiences, and consistently provide a high-quality service still flourish. These businesses don’t make social media their business, but a marketing tool for it. They are more interested in developing loyal customers rather than simply having followers.
India’s influencer economy is still on the upswing and numerous creatives will keep going by establishing their own ventures. But, as of late it’s evident that popularity is not sufficient to create a brand that is successful. In the long run, the customer is more focused on the quality, value, trust and service rather than the face behind the product. As for influencer-led companies, to make a thriving company, it’s all the time greater than hundreds of millions of views; it is giving merchandise that folks are actually wanting to purchase as soon as once more.
