Influencers Are The Answers!

- Jatin Kochar

Our vibrant nation at macro level and we at micro levels have transformed. Earlier, it was print media for knowledge gratification, broadcast television, radio for short & quick briefings,  'expensive' phone calls for gossips and whispers; but now in 2020, it all happens at once, on the go, through our Internet Connected-The Best Buddy-Mobile Phones. Now, we can switch from one app to other, one video to other, one influencer to another, one blog to another with just 4 taps in less than a second; meaning now we have the power to choose the content which we want to consume, which we believe and feel satiated with.

The Influencer’s Task

In this hard times, all the onus is on the influencers; the unhackneyed media of today's world. The principle is: 'What media communicates, it embeds in the subconscious, and prevails'. The fashion being immense contributor to the GDP, inching towards 5%; having significant number of direct and indirect employment (more than 60 million), have the potential to sustain or break the economy.

I believe, its spokesperson, the influencers, have the foremost role, who may or may not have realized, so that industry and the people earning bread through it are nursed. Brands need to understand the importance of the influencers, and how beneficial would be for them, if influencers pass the right message to the audience. 

‘Vacuum’ In Life

From the past three months, The 'Vacuum' has been created in the people's life with respect to how they used to consume their time, things they used to do and the fashion they used to perform. This vacuum is a 'restricted' but an opportunity for the influencer.

Well, it’s 'restricted' because the forte of the influencers was 'The Lifestyle Content'. As freestyle 'Lifestyle' has been hit due to pandemic, it won't be appealing much. So understanding what not to do, away the distraction, and increases probability drastically to score a goal.

In Influencer’s Style

The influencer, in silo or with other fellow partners or with the brands, should launch a campaign, short movements; circling themes 'Recycling’, 'Sustainability' and 'Donating'.

Campaigns like 'Revisit Your Local Tailor' have gone live in the past focusing on repurposing the old garments currently not in use, creating employment opportunities locally.

ThredUp, second hand cloth retail website, released collection of Earth Day Tee shirts which had a unique graphic on second hand tee shirts. The campaign was successful when ‘last-mile’ influencers were on boarded as concept reached the audience.

The 'Vacuum' which has come up will lead to the creation of new categories for the mass adoption with a success, and would not be particularly niche. 'Eco-Friendly clothing' and 'Athleisure' among many more are contenders for it.

The influencers have to focus lot on content and medium, so that people adopt and vacuum gets filled up, leading to the accomplishment. Moreover, at this time, everyone’s cautious and conscientious, and will do positive things if asked to, hence such contributions and leadership makes lot of sense and will be highly appreciated from the influencers.

Unlike old media, internet based new media is interactive. As a result, influencers and audience are blessed with User Generated Content (UGC), which are in the form of testimonials and honest reviews. This coupled with the age of reality and game shows, it would be interesting to note if influencing influencers can come up with the 'Virtual Shows' and members of audience can be a participant. The healthy and sustainable practices can be promoted, vogue could be on display, various themes can be explored, hacks and innovation would be on go; as a result efforts are channelized for the right path.

Well, I believe the influencer’s notion & ideas list can't be exhaustive. Each has a super skill set of creativity and executing in their own ways. All eyes on insta, as what influencers have in store for us!