Influencer marketing: understanding the collaboration between influencers and their impact on businesses

Abstract

Influencers are a powerful marketing tool for companies and can be a strong way to reach potential customers. They have the power to influence people and their decisions on what products they buy, what restaurants they go to, etc. Some influencers have millions of followers and if you want your business to grow, you need them on your side. They can create content that is entertaining and informative for their followers. Influencers have a strong impact on the audience, so it is important to understand how they work and what they're looking for in order to get the best results from them. With the help of social media platforms such as Instagram, influencers can now post advertisements for businesses they endorse or talk about their experience with the product with their followers. This form of marketing is less expensive than other forms of marketing such as TV and print ads which usually cost thousands or millions of dollars per campaign. It also has a better ROI because it is more targeted, and people are more likely to engage with it because it is coming from someone they already know and trust. Influencer marketing is also not limited to just social media platforms. Bloggers and YouTubers are also considered influencers on their respective platforms. Companies typically seek out various influencer types to achieve certain promotional goals, including celebrities, subject matter experts, and active social media users with large followings. In recent years, many brands are attracted by the idea that they can use influencers to promote their products efficiently and effectively. One of the major players in the influencer marketing industry is MamaEarth. This report aims to understand the impact of influencer marketing in today’s world and the benefits that companies stand to gain from the same. In our case, we have specifically looked at it through evaluation of the promotions done by MamaEarth on social media platform like YouTube where they provide sponsorships to influencers/vloggers to promote their product among their audience.