Recommendations do mean a lot when it comes to social conversations, online content, and customer behavior towards a product. The suggestive inputs from people we identify or trust have a huge role to play when it comes to human or customer behavior as a whole,” says Business Strategist Hirav Shah.

Shah adds, “Marketing of a product requires content creation to connect and engage customers to its USP’s. Social media influencers are the ideal people to place the products within their engaging content for consumers to connect to and become consumers in the long run.”

Most clients of this age are internet savvy and cynical about products and services. This has added some momentum from the ads placed on internet-based streaming platforms or mobile apps. The moment people hear the word ‘ad’ they regard it as a break from the watching schedule and get on with other activities till it lasts.

Hirav Shah continues, “Be it entertainment, products, or services, a positive recommendation from a trusted source can take your offering to the next level. Most of the brands have their content development teams and in-house marketing that have a considerable role to play in the brand’s market image. Market surveys, however, prove that recommendations coming from influential or like-minded people can boost up the brand image and demand of the offering multi-fold.”

These new-age individuals or social media influencers have the knowledge and practical experience of digital content than brands or marketing agencies. The content they produce is creatively fresh and more powerful. Bloggers publishing popular content on various types of topics can furthermore reach out to a specific consumer group depending on economic activity, lifestyle, age, or preference.

Hirav Shah explains that this technique, when used by a brand to grow its user base by placing their marketing campaigns in collaboration with these social media users, is known as Digital Influencer Marketing.

The right influencer needs to be engaged for the product. This is not a fact that is entirely decided by the type of media platform being used or the number of followers. Hirav Shah mentions some of the factors that need to be considered in the selection.

The Relevance of the Influencer’s Content with the Service or Product

Before measuring the unique visitors or other metrics it needs to be decided and analyzed how relevant the influencer’s content is with the brand message.

A blogger or YouTuber, as an example, posts food recipes does not necessarily mean that they are the perfect match for an organic food brand.

A gaming fan, at the same time, does not make a guaranteed match for sports-related brands.
The requirements of the customers being met, make the product a great quality product. Right influencing will place the products in such a way that will embed the brand with the creative content produced by the influencer.

Viewer Engagement

This is a measure of the interactivity of the audience with an influencer’s content. How much do the viewers interact with the content or content creator overall?. The views and likes are important but what matters more are the responses, comments, and sharing.

Also worth considering is how many are new associations and how many viewers are returning. In the case of written media, how often do the readers come back and how much they engage with a publisher are indications of how meaningful these interactions and relationships are.

Customer Reach

This is certainly not the most impactful metric but definitely a crucial consideration. The brand owners, again, should not only look at the unique and new visitors as a measure of the influencer’s reach. The number and frequency need to be proportionally sensible while measuring the influencer’s reach and how it targets the audience.

As an example, a mobile manufacturer might get more benefits from a tech-savvy influencer, placing the product and getting less views than a food blogger writing about the same and reaching out to a larger audience.

Data analytics and research need to play a significant role in understanding and considering the types of social platforms, the customers’ visit.

Similarly, food and fashion brands might reap better benefits from Pinterest or Instagram influencers rather than a Facebook or Twitter fan base.

Visit Frequency

The direct link between an influencer’s posts, viewer traffic, and rate of return viewers. It takes, like any other marketing website, multiple shares or postings, or appearance in front of the viewer’s eyes to click and check out the promotional item in question.

All viewers, in an ideal case scenario, should be returning and new ones are always created. This is done to retain the existing users and increase the fan base.

Continuously posting engaging quality content in regular intervals viewers are more susceptible to view, return, share, like, and interact. Not posting regularly has fewer visitors and thus lesser loyalty from the fan base.


Influencers with a low quantity of sponsored content mostly seem to be more trusted and authentic. Placement in their content, personal experience, or story with an impactful and genuine use of the said product, service, or brand.

These engaging and compelling contents, commonly used as product placement, carve a niche out of the brand in the viewer’s minds.

Generally, social media influencer marketing is more effective than repetitive ads with the same content or viewers reading through written content. In today’s world, the creative placement of the product, brand, or service embedded in the influencer’s content has a wider reach and customer engagement than other methods.

Hirav Shah concludes by saying that it is always important to decide on the best influencer for your targets and the needs of the campaign. Always remember that rather than working in a limited space, the content creators need to be able to use their creative freedom to be able to create the buzz. So Right influencers can boost the brand value of any business in a big way.