Read the original article on the Mint website here : Who Killed The Influencer – by Sohini Dey. You can also click on any of the images in this blog post to see larger versions and read from there.
I was among a bunch of other folks from the industry, who were interviewed for this article.
It was published in Mint’s Lounge print edition in March 2019. I’ve gotten around to publishing it on my blog only now though. Don’t ask. This year has been a roller-coaster of amazing work AND anxiety.
It appears that nearly everyone is re-thinking Influencer Marketing. At the same time, I know that my typical influencer friends are continuing to get paid for a lot of the regular work that this article is pointing toward.
Whether something will change in the industry overall is yet to be seen. Influencer Marketing continues to be one of the cheapest ways for brands to reach their target market. The “spray and pray” method, however, is still a waste of money and time in the long run.
I genuinely believe that influencers are here to stay. In what form and what business models evolve from this, is something that no one can predict at this stage. The Indian Influencer market is a whole different animal to boot. It is running on momentum because there are too many of us in it. If I will say “no” to something, there will be hundreds ( maybe even thousands ) of others who will say “yes”. No one’s being able to sit back, collect their thoughts and look at the bigger picture and the long tail. Sitting back would involve hitting the PAUSE button on work and money and that’s not comfortable for everyone.
It is essential though. To re-group, re-look at what we are doing and think about #GoalKyaHai, especially in the long run.
Thanks for reading my blog and keeping track of all my shenanigans on social media!