Being An Influencer — Barter V/S Paid Collaborations
With the explosion of Influencer Marketing in India, specially in metropolitan cities, the Influencer industry is now getting competitive. The number of Influencers is steadily rising due to increased awareness among Influencers, and extensive guides and tips are readily available online on how to become a successful Influencer. Moreover, many successful Influencers have shared their experience and motivated their peers to join their ranks.
Since 2012, with the growing popularity of Facebook, Instagram, and Twitter, Influencers have been collaborating with brands for paid promotional campaigns for the brand’s merchandise on their social media profiles. Brands started contacting popular social media users (those with a high number of ‘followers’ or with the maximum ‘likes’ on their pages) to review their products and post the same on their profiles to reach the target audience for the brand.
Initially, there were just a few hundred non-celebrity Influencers in India, but today, there are over 50,000 Influencers in the country with new ones coming up every day. With increasing competition among Influencers, especially amongst fashion and fitness Influencers in terms of follower count, engagement, and content quality, brands now have access to many “upcoming” Influencers who are willing to collaborate for barter or a much lower monetary incentive.
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