MAM
Guest column: Why influencer marketing is a key communication strategy for brands
NEW DELHI: In the times of social distancing and digital evolution, when millennials are spending a substantial amount of their time on the internet, brands are roping in influencer marketing strategies to communicate with their audience. With an evolved ROI, cost per view and demographic of an influencer, this space is maturing with the changing times. Brands have extended their influencer marketing work with chefs, designers, comedians and other content-creators besides Bollywood A-listers.
A range of new social media influencers including nano-influencers have also been appointed to scale up engagement. The impact of these influencers has been witnessed during recent festive season – where digital marketing experts estimate a 20 per cent jump in influencer marketing campaigns. Though the influencer marketing is on rise currently, it isn’t a new concept. Since the beginning of the early 20th century, we have been seeing Bollywood celebrities and other well-known individuals endorsing products and services. Brands are also tapping into these people as part of their marketing campaigns.
Why influencer marketing is driving communication strategy for brands
When content is shared by someone, who is a friend or colleague or somebody who is not from the world of glamour, on social media, it creates an impact on the audience's mind. The trust level for that message is said to be a whopping 83 percent. This percentage is quite high as compared to other forms of marketing. This is also one of the prime reasons behind companies making their resources move toward marketing programs that focus on influential people with social media followings – instead of simply just traditional media. These influencers, too, work really hard to create content, which is authentic and relatable, and are focused on building their audience.
Earlier, an influencer or blogger’s world was confined to industries like fashion and lifestyle but as the reach of digital penetration increased, influencer marketing took a leap and started influencing a wide variety of customer base. This is why a brand should look at influencer marketing more seriously as it offers more profound engagement and organic growth.
People are spending more time digitally these days as compared to the real world. In the times of remote working, Indians have spent roughly 3 hours and 22 minutes on their smartphones per day, which increased to 3 hours 54 minutes in phase two of the lockdown, states the findings of a July report by television viewership monitoring agency BARC, and a Nielsen report that tracked TV viewership and smartphone usage during the various phases of India’s lockdown.
Brands are making use of this window in the best possible way because an increased screen time has made them recruit content creators and influencers. Through their posts, they created audience’s engagement on platforms such as Facebook, Instagram and YouTube in the space of recipes, gaming and do-it-yourself (DIY) arts and crafts. Even influencers have become opinion makers, who can slip a brand into a consumer’s consideration set.
There are many situations where a brand can benefit from influencer marketing:
- To get the maximum result for a new product launch
- Leveraging influencers to share already-created content or having them create their own content for marketing campaigns
- Influencers also do a great job of reporting and extending the life and impact of brand events
- In a crisis, they can also be invaluable by providing another channel to reach audiences
However, one should not completely depend upon influencer marketing as it’s not a guaranteed success. Successful influencer marketing requires time, dedication and research. A well-thought-out influencer program should be incorporated as part of a much broader marketing strategy.
(The writer is the director of Bonn Group of Industries. Indiantelevision.com may not subscribe to his views.)
When people talk about growing money, they often jump straight to investments and overlook something closer to home, i.e., the savings account. While it might appear simple, the savings account interest rate plays a quiet but essential role in how your money grows over time.
It rewards you just for keeping your money parked safely. Many ignore it because the growth feels slow, but consistency changes the story. Understanding how this interest functions can help you make prudent everyday money decisions.
1. Interest turns idle money into working money
Money sitting in a savings account does not stay still; it earns interest. The savings account interest rate determines how much your balance grows without any extra effort from you.
Even though the returns may seem modest, this growth happens automatically.
Over time, especially with a steady balance, interest ensures your money is at least doing something instead of waiting quietly.
2. Higher interest rates reward disciplined saving
A better savings account interest rate encourages you to keep more money in your account. When you know your balance is earning consistently, you are less tempted to withdraw unnecessarily.
This creates a positive cycle: more savings lead to more interest, and more interest motivates better saving habits. Discipline, not size, becomes the actual growth driver here.
3. Compounding quietly boosts long-term value
Interest is not always paid just on your original deposit, it often compounds. That means you earn interest on the interest already credited to your savings account.
Over months and years, this compounding effect adds up. While it may not feel dramatic in the short term, it steadily increases your total balance without any extra contribution from you.
4. Interest helps protect money against inflation
While a savings account is not meant to beat inflation aggressively, the savings account interest rate helps lower the impact of rising prices.
Without interest, your money loses value over time. With it, at least a part of that loss is offset. This makes a savings account a safer place for short-term goals and your emergency funds.
5. Interest supports financial flexibility
Interest earned in your savings account adds to your available funds without locking your money away. Unlike investments, you do not have to wait or fret about timing.
This flexibility means your money grows while staying accessible, ideal for planned expenses, emergencies, or opportunities that need quick access to cash.
Ending note
Growing money does not always need bold moves; sometimes it needs smart placement. The savings account interest rate may work quietly, but its impact is steady and reliable. When you respect its role and use your savings account intentionally, you create a strong financial base, one where your money grows patiently, safely, and always within reach.
Over time, this steady growth builds confidence, supports better financial decisions, and prepares you for future investments without pressure or unnecessary risk, making every day saving feel purposeful and rewarding.
