Inclusive influencer marketing- reaching diverse audiences

Inclusive influencer marketing: reaching diverse audiences

By Anushree Jain

Influencer marketing has emerged as a consistent and effective marketing strategy in the past few years. Marketing strategies evolve along with the expectations of audiences; thus, staying relevant and authentic. It is essential to stay trendy in influencer marketing with a focus on catering to diverse audiences. This strategy will boost influencer marketing among brands that are looking to expand their reach in diverse and multicultural countries like India.

The power of diverse audiences and authentic representation

Influencer marketing is not just about brand representation but also recognizing and celebrating the diversity of audiences. Micro and macro influencers stay authentic and often engage with their audiences of diverse backgrounds and collectively cover diversity of audiences. For brands to reach people of various languages, cultures, religions, and backgrounds, the opportunities become immense with the adoption of influencer marketing. To create a meaningful impact and establish a lasting connection, brands embrace and appreciate the diversity of not only audiences but also influencers.

Nykaa, an Indian beauty and wellness e-commerce platform, effectively utilises influencer marketing by collaborating with a wide range of influencers from different regions and backgrounds. From makeup artists to skincare enthusiasts, they have influencers who cater to various beauty needs and preferences. This approach helps Nykaa connect with diverse consumers who are looking for products suitable for their unique skin tones, types, and beauty standards.

Social causes and influencer marketing

In India, consumers are becoming increasingly conscious of social issues, and they expect brands to be socially responsible too. Inclusive influencer marketing can help brands align themselves with social causes, making them more appealing to socially aware consumers.

Mindhouse, a mental wellness and meditation app, collaborated with influencers like Kusha Kapila and Shikha Talsania to raise awareness about mental health and promote their app. These influencers share personal stories and experiences related to mental well-being and stress management. The partnership helped Mindhouse destigmatize mental health issues and connect with users seeking support for their mental health.

Collaboration between influencers and brands to promote sustainability and eco-friendly products is widely seen today. Influencers often share their experiences with eco-conscious brands and encourage their followers to make sustainable choices. This approach helps raise awareness about environmental issues and how individual contributions matter to prevent them, encouraging positive change in consumer behaviour.

Navigating challenges in inclusive influencer marketing

While inclusive influencer marketing has numerous benefits, it also has some challenges, and it’s essential to navigate those challenges effectively. In India, sensitivity related to cultural and social issues is paramount. Missteps can lead to backlash and damage a brand’s reputation.

Another challenge is ensuring authenticity in influencer-brand partnerships. The authenticity of an influencer’s endorsement should align with their beliefs and values, or it can backfire. Influencer fraud is also a major concern; thus, brands must research and verify the authenticity of an influencer’s following and engagement. Utilisation of influencer marketing platforms with transparent metrics can help in this regard.

Staying updated with emerging social issues is essential as public sentiments are subjected to them and can change rapidly, so it is essential to adapt your influencer marketing strategy accordingly and remain agile.

Tanishq, a prominent jewellery brand in India, faced both praise and criticism for its “Ekatvam” (Oneness) campaign, which aimed to celebrate unity in diversity. The brand collaborated with influencers who supported the message of Ekatvam. The campaign faced backlash from some sections of society who found the campaign controversial. This example underscores the importance of carefully considering cultural and social sensitivities when embarking on inclusive influencer marketing campaigns.

The future of influencer marketing vs. traditional marketing

Unlike traditional advertising, influencer marketing offers a more personalised and engaging approach that resonates with the diverse audiences in India. While older marketing methods may have struggled to adapt to the digital age, influencer marketing has harnessed the power of social media, video content, and user-generated authenticity.

Inclusive influencer marketing is not just a marketing trend; it is a reflection of the values and expectations of a diverse and dynamic audience. In a diverse country like India, embracing and celebrating its diversity is not just good practice but a strategic imperative for brands. Consumers are seen as expressive on their social media platforms, so continuous gathering of feedback and adapting your campaigns based on audience responses has become easier with influencer marketing. Brands that embrace inclusivity authentically and genuinely will not only increase their market reach but also build stronger and more meaningful connections with consumers.

The amalgamation of diversity in influencers and audience

As the world embraces more diversity everyday, brands are also doing the same.In the past, reaching diverse audiences in India often involved casting a wide network in different demographics. Influencer marketing, on the other hand, has allowed brands to target specific niches and communities effectively. This has led to creating a wider market and thereby understanding the needs and demands of various audiences better.

The author is founder of Social Tag

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