a woman using her phone while attached on a ring light

By Vatsal Jain

In recent times, content marketing has experienced unprecedented growth, gaining huge traction among companies. Now, both established and emerging market players are selecting from the indubitable assortment of nano, micro, mega, and celebrity influencers to advertise their product offerings and broaden their radar.

Indeed, we are a part of an ecosystem where content creation has sprung as a worthwhile career to aspire towards, particularly among the millennial. This progress can be traced back to the emergence of social media and other cutting-edge influencer marketing platforms that serve as a game-changing avenue for content creators to display their skills and lock in myriads of followers while also behaving as triggers for brands to spur popularity.


First of all, influencers provide a genuine voice and cover all the aspects of every product they market. They represent the companies they truly utilize via distinct, insightful, often sarcastic, and catchy content, and build up a community about it. They continuously churn up and publish content with creative ideas and an innovative approach – something users can find relatable, learn from, and get inspired by.


As such, when companies team up with content creators to market their products or services, they naturally grab the eyeballs of the target audience and incite curiosity in them to try out the new products or services.

“A deciding factor behind the success of influencer-driven content is that the users choose to follow and stay connected with them in their daily routine. In simple terms, content creators are masters in developing and strengthening connections with their viewers through shared values and mutual interests, sans compelling consumers to purchase the product.”


Even though the COVID-19 pandemic came as an unforeseen event across the world, it brought more people to the digital arena. As physical distancing and other safety norms became integral in everyday lives, the Internet became their new and only world. Also, this shift offered creators a new approach to see and develop content. Case in point, increasing awareness regarding mental health, encouraging the usage of sanitizers, or simply requesting people to remain indoors, through their content pieces.


In the same vein, when people are afraid of going out or living in fear of a decline in salaries or job loss, they expect companies to keep on promoting yet with more compassion. A recent global survey indicated that 78% of consumers across the world reckon that companies should be helpful, and 75% believe companies should keep them updated about their initiatives.

Case in point, Nike’s spreading the word about the current need to remain indoors has been welcomed by the government as well as healthcare organizations. In order to communicate these crucial messages, companies can pair up with content creators and share their story with consumers in a significantly creative way, and improve traction in the process. The time is ripe for both brands and creators to be creative and thoughtful in their ideas and engaging with the audience, as more and more customers join various digital channels.


At a critical point such as this, companies can exploit the potential of influencer marketing platforms by teaming up with them and providing wings to their marketing programs to spur success, even during the public-health crisis.


“Such platforms are driven by space-age technologies such as artificial intelligence (AI) that helps companies recognize relevant content creators through data-enabled insights and ultimately influence them to obtain the maximum return on investment (ROI) from their digital marketing strategies.”

Case in point, if a company is seeking a creator within a defined budget – anyone who has followers in a specific domain, say on Facebook. The tech-enabled influencer marketing platform can explore and showcase one or a crew of creators possessing the caliber to enhance the company’s reach and pull in more consumers to its arena.


The role of content creators has not only matured with time yet has also become a requisite for brands to create their success story in today’s digital era. And influencer marketing platforms could further behave as a stimulus in this journey and help both the participants become bigger and better, by tapping the white spaces of the global market.

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