The world has never been smaller. Living in the digital era, where you are constantly connected with the entire world through your phone, life for most of us is far from how we imagined it to be. Moving at a warped speed, digital marketing is booming all around the world and social media has redefined being social. It is not just about connecting people, it’s gone way beyond that. And it’s now time to get even closer, through Social. In fact, 76% of people think that marketing has changed more in the last two years, than it did in the last fifty years, which sums up the pace quite aptly.
From B2C to B2B, businesses are now utilizing the power of Social Media and digital marketing to reach to a wider and more targeted audience. With the help of analytics, seo and content marketing strategies, digital marketing has proved to be more cost effective as well as results oriented. And this has led to a shift in the marketing formats brands are using. As per the projections, 70% of professional marketers are expected to increase their spend on social media over the next 12 months.
-No. of social network users from 2012 to 2018 worldwide (in billions)
With the rise of Facebook, Twitter, Instagram, YouTube and digital media in general, every brand has become a publisher, and thereby a content creator. It’s not just an exciting new avenue for brands to explore, but a necessary one to stay competitive. In a statement made by Outlook’s global leader, Marcel Fenez, he said,”entertainment and media businesses are raising their game in agility and customer insight – as constant digital innovation becomes the new license to operate”.
It’s an established fact that the audience spends more time on digital platforms, giving more weightage to digital media rather than traditional media. 58% of marketers say that using social media to drive traffic to their websites is the most important use of the technique. Business retailers experience about 133% increase in revenues after marketing their business in the mobile market that promotes social media marketing value of their business.
In today’s world, the essence of marketing has been completely transformed and it’s now all about understanding your audience, connecting with them and building long-term sustainable relations. It’s about building communities around brands. It’s so much more than advertising: it’s bringing the right experience to the right people, enabling a brand to inspire and educate its target market. There have been several names in the recent years, of people who leveraged the strength of Digital and Social Media, setting an example for all of us. Here’s a list of 5 influencers to take inspiration from-
1. Superwoman aka Lily Singh – Started as an introvert and shy girl, Lily had never imagined that she could have a career online, doing what she loves- comedy. During her final year in college, she discovered that being a ‘Youtube star’ is an actual possibility as a career option. After a few fail attempts, Lily continued her hard work and quickly gained popularity with her unique content. She caught the attention of YouTube executives early on and was asked to join their Partner Program. Today, Singh tops Forbes’ new ranking of Entertainment influencers, now boasting 11.7 million subscribers and has plans of doing movies and tv. “I love YouTube and I believe in the power of the digital space,” she said. “But I want to have my feet in both of those areas.”
2. Brian Kelly aka The Points Guy- A decade ago, Brian Kelly was a campus recruiter for Morgan Stanley, travelling across the country to colleges for recruitment. It was then that the stroke of genius hit him and he started writing a blog as The Points Guy. His original idea was a site where novices could submit their frequent flyer miles and credit card points on a form, along with their travel goals. Kelly would review it and for a $50 fee, he’d help out. It quickly grew ten folds from there when credit card companies started investing in his idea. With 4 million monthly readers and 2 million social followers, Kelly turned his miles into a multi million dollar media empire and has been using his miles and credits for philanthropy ever since.
3. Mark Fischbach aka Markiplier- Mark was a 22 year old medical engineering student, when he had a breakdown physically and mentally; and wanted something he could have under his control. He used to watch a lot of gaming videos and started doing commentary-laden play through, mostly of survival horror and indie games, which quickly gained popularity. By 2014, some of his game plays were racking up views by the multi-millions. Using his online pseudonym, ‘Markiplier’, he became Forbes’ top ranking of Gaming influencers where the vast majority of his multi-million-dollar annual earnings still comes from YouTube ads.
4. Rosanna Pansino aka Nerdy Nummies- Started as an aspiring actor, Rosanna never meant to become a Youtube star. In 2011, she started uploading baking videos as a way of practice for acting and they took the audience by storm. One of the highest paid woman on Youtube, she makes millions every year under the name of Nerdy Nummies. Topping the list of Forbes’ Top Food Bloggers, Rosanna partners with big brands and popular channels, boasting a line of baking products, like cute emoji-inspired cookie cutters, with kitchen brand Wilton.
5. Kyla Itsines’ aka Sweat with Kyla – She was a teenaged personal trainer who wanted to share her secrets of staying fit and being healthy with the rest of the world. She started by an app called ‘Sweat With Kyla’, which became the most-downloaded app in 2016. The 25 year old’s empire now now includes paid ebooks, a stadium tour and hardcover bestsellers apart from the viral app. She has helped hundreds of thousands of women worldwide through her body training programs. Currently Kyla is doing worldwide tours that are booked for months in advance.