Mumbai: The current landscape of marketing demands numerous decisions from marketers, ranging from allocating budgets across different channels to determining key variables within those channels. These decisions require meticulous attention to detail. Today's focus in marketing is heavily centered on achieving expansive outreach on social media platforms, often overshadowing the once paramount goal of enhancing a brand's reputation.
The brands that prioritized bolstering their reputation through marketing efforts were assessed biannually via quantitative research. While not all brands possess multinational corporations budgets for comprehensive field research, the pursuit of positively influencing brand perception and equity should regain prominence in marketing strategies.
Amidst the ongoing dilemma between extending reach and nurturing brand equity, influencers come into view. Undoubtedly, influencers wield considerable influence over their audience's affinity or aversion to a brand, trend, or cause. They have even been instrumental in the 'de-influencing' movement, which highlighted the pitfalls of the influencer economy due to insincere endorsements. Nevertheless, influencers offer brands a cost-effective means of amplifying their message. This often involves collaborating with a mix of nano, micro, macro, and mega influencers, depending on the available budget. While mega influencers demand a premium due to their follower count and perceived expertise, many brands prioritize quantity over quality when selecting influencers.
According to me, silent influencers play the role of wildcards. These influencers gradually establish themselves as subject-matter experts within a niche. They differ from mega influencers in that they don't push personal opinions but instead curate content from diverse experts, often in interview-style formats. This content aims at fostering growth and learning rather than mere entertainment. Silent influencers emphasise meritocracy and dialogue, and their most notable impact is their ability to convey authenticity. In a world dominated by polished ads, silent influencers provide a refreshing dose of raw, genuine content. This authenticity deeply resonates with audiences seeking genuine connections in a digitally fabricated landscape.
These influencers prompt brands to prioritize quality and credibility in influencer marketing, moving away from coercion and quantity. They possess the potential to enhance a brand's equity through their own positive image. Modern brands challenging conventions or aiming for behavioral shifts can benefit from associating with silent influencers to engage potential customers in meaningful conversations. Our efforts on "Master of Denim" for Lee Cooper demonstrate that Indian consumers across various segments are receptive to longer content formats if they hold personal significance.
Whenever a chance for dialogue with the audience arises, to justify a stance, or to alter long-held perceptions, silent influencers can play a pivotal role, especially when engaged over a prolonged period. Industries like new-age financial services, healthcare, and wellness, requiring in-depth comprehension, particularly stand to gain. The challenge remains in assessing ROI beyond reach, a topic that warrants a separate discussion.
The author of this article is Makani Creatives CBO Suchana Sarkar.
