New Delhi: Influencers in social media are contributing to the development of the opinion of the people in a greater capacity than ever. Influencers have become a powerful force that dictates the thoughts and purchases of people as well as political views because they are used in promoting products to political agendas. The trend has increased rapidly due to the emergence of services such as Instagram, YouTube, and X.
Previously, the major means through which companies were able to advertise their brands was through TV advertisements, advertising in newspapers and billboards. Influencers are favored by a large number of brands today since influencers can reach young audiences directly. The manner in which the influencers talk is friendly and easy to understand hence their followers believe them readily. When an influencer promotes a product, the individuals tend to suspect it is not a falsity.
Influencers are also being employed by political parties to access voters particularly the first time voters and the youths. Influencers discuss social topics, policies made by the government, and elections in a jargon manner. This simplifies politics to the minds of many individuals who do not watch news stations on a regular basis.
This trend has increase speedily in India. Small-town and city influencers can now boast of millions of followers. Their views are important since they can be relatable. Most of the followers believe that influencers are more real than celebrities.
Nevertheless, scholars caution that this increased power also has its downsides. Influencers sometimes advertise products or ideas without including all the information. Biased views are deceiving in political content. Most followers fail to verify their facts and assume anything they see on the screens.
The influencer marketing is now being attempted to be regulated by the government and the social media. The influencers are being requested to explicitly state paid or sponsored content. This assists the user in knowing whether an opinion is personal or it is an advertisement.
Even amidst the worries, influencer marketing will only increase. It is considered by brands and political factions to be one of the most powerful but low-cost methods of reaching people. With the rise of internet usage in India, the influence of the influencers will be further enhanced.
