Sep 28, 2018 at 17:50
It's 2018. We live in a digital world. And our eyes are no longer on red carpets as much as they are on Instagram Stories and feeds. All thanks to our friendly Instagram influencers who, with their photo filters, flatlays and hashtag skills have inspired followers.
Almost every Instagram account will have 'influencer' and 'public figure' - a term that used to be reserved to the likes of Malala Yousufzai and Oprah Winfrey - plastered in its bio.
"While this varies a lot on multiple parameters that includes reach, the engagement with the followers, the demographics you reach out to, the impact you have on that audience, in the current scenario influencers can make anything from INR 20,000 going up to INR 15-25 lakhs for each brand engagement on social media," says Gurpreet Singh, Founder, One Digital Entertainment.
"Numbers don't grow overnight. One has to work consistently and put out regular content posts which starts getting you a steady stream of followers," she adds.
"For an Instagram influencer having more than 100k followers and unique content ideas, the earning per month can vary from 50,000 to Rs 2,00,000," reveals Nitika Whig Bhatia who signed up for an Instagram account as an Influencer in 2012.
"Almost 50 to 60% percent of our business is tailor-made around curating influencers for brands," she reveals.
Up and Up and Up @lemontreehotels @djiglobal @adidasoriginals #djimavicair #djiglobal #indianpictures #indiaclicks #oph #poi #theweeknd #dronephotography #dronestagram #dronevideo #everydayindia #indiatravelgram #delhigram #theuncommonbox #droneselfie #india_ig #lemontree #delhi_igers #tourtheplanet #tinyplanet #travelersofindia #shotatsight
"While the concept of influencer marketing is a well-placed formula abroad, in India, brands are now starting to open up to the idea. We interact with at least 20 - 30 new and upcoming influencers on a monthly basis," says Varun Pratap, Founder & Owner, Quirk Communications.
Clearly it doesn't take much to be an influencer while the long term returns seem to be a lot more lucrative than a steady day job, to be honest.
The simplest case in point would be the Instagram poets, like Nikita Gill - with 1,44,000 followers - and Rupi Kaur - with 3 million followers - who decided to start out on their own, despite the fact that publishers had rejected them and today, they have created a brand for themselves through their IG accounts - not to forget the publishing houses and magazines that now queue up to feature them.
Today, that 'whoever' is known as an influencer. Our world has become smaller, thanks to the internet. And we've become more connected - even to the most inaccessible, unavailable and unaffordable experiences - through influencers. In a way, it seems to be the need of the hour as masses are more open to embracing real inspirational figures who stem from within society.