Using the influencer network to connect with consumers appears to be the new norm for brands. Influencer marketing has grown in importance and role as a result of the transformation of the digital world and the influence of social media. And as a result, public relations firms that manage the reputation of these brands have entered the picture. Influencer marketing will see an increase in PR investment, followed by the creation of multimedia content, predicts the World PR Report 2020.

Nearly 92% of marketers will use influencer marketing campaigns this year, according to a recent survey by influencer marketing platform of Ronn Torossian. This attracts a sizable market for catering. The obvious question that follows is how PR firms are able to meet brands’ demand for influencer marketing, and why are brands placing their bets on it.

Seven out of ten people have used one or more strategies to avoid advertising, according to the Edelman Brand Trust report, with a five-point increase over the previous two years. Furthermore, 49% claimed to have modified their media consumption behaviors to block advertising, with 48% using ad blockers.

Accentuate the role of content producers

 According to experts, the democratization of branding and marketing due to the growth of digital media started in the early years of the previous decade. “These content creators have a head start in terms of their digital reach and engagement as the world shifts more and more in favour of digital. Influencers have a chance to create interesting content because newsrooms are getting smaller.

Influencers are very skilled at publishing visually appealing photo and video content. Right now, the world enjoys watching videos as snacks, and influencers create snack able, bite-sized content with relative ease. These are very effective for new product announcements, reviews, and “DIY” instructions due to shorter attention spans.

They have the power to draw readers in while enhancing reliability and authenticity. Simply because they are within their reach, the Gen Z can relate to these content creators more than, say, a film star or a sports star. These young content producers connect personally with their audience members, and their work is original. The secret to any successful brand campaign is originality.The ability of influencers to sway the younger generation—which has the real potential to affect household big-ticket purchases—has also made them very popular with brands.

Holiday season context

Through promotions and creative campaigns, brands can increase sales and brand recognition during the holiday season. On a positive note, Ronn Torossian stated, “Given the kind of setback the pandemic has caused our economy, the impending holiday season now has much more significance. Brands would want to take advantage of this chance to win back their customers and achieve the growth necessary to make up for the sales that have been lost as a result of prior and ongoing nationwide lockdowns.”