The boom in social media combined with the rapid advances in technology, particularly the internet has impacted blogging and influencing. Irrespective of the domain, be it travel and lifestyle, food, beauty and fashion, or anything else under the sun, bloggers and influencers today are much sought after by Brands. They look to leverage the reach of these bloggers and influencers to target their own clientele.

Blogging And Influencing Over The Years

The spotlight is now on micro-influencers who have small niche audiences as well as the bigger influencers and bloggers. However blogging and influencing is not something new, it has always been there in a different avatar. If you talk about travel blogging and influencing, the earliest travel bloggers could have been the likes of great travellers of history like Ibn Batuta, Hieun Tsang, and many others whose accounts of their travels have served as beacons for generations.

When you talk about influencers, much before the likes of social media platforms like Facebook, and Instagram were born, there were the celebrities of Hollywood, sports stars, musical rock stars, and others who wielded considerable influence. They had the power to make or mar a trend or a brand.

Over the last few years, the trend has changed and today blogging and influencing have had a paradigm shift. Today Brands have realized the importance of niche marketing as never before as opposed to, “mass marketing.” This has resulted in micro-influencers grabbing the spotlight. Brands realize that even with lesser-followers, the micro-influencers are able to garner more focused engagement that results in better conversion ratios.

Blogging And Influencing – The Present 

If blogging utilizes the written word to influence, platforms like Instagram uses visuals for the same end. Both have their own individual characteristics and impact. Brands need to realize that both are equally powerful tools and use them judiciously keeping in mind their own campaign objectives.

Currently, short-form videos are much in demand and brands are leveraging this aspect of blogging and influencing as part of their marketing strategy. However written content in the form of blogs holds sway even now and will continue to do so. Brands who are looking for long-term benefits in their campaign, and want content that references their products or services to be evergreen prefer blogs over short-term video campaigns on social media. An ideal internet marketing strategy would be to have a judicious mix of written content on blogs and videos on social media.

Blogging And Influencing – The Future

In terms of the future, it looks definitely bright for blogging and influencing. As bloggers and influencers on social media platforms, polish their acts, more and more brands are going to reach out to them for their marketing campaigns. Brands have realized that the ROI on these campaigns is definitely going to be high and the costs a fraction of what they spend on their advertising budgets. Blogging and influencing is a vehicle for them that is going to help them reach their target audience with more precision and at a much lesser cost.

As the market matures, and more and more Brands turn to influencers and bloggers, it is surely going to be a win-win situation. In fact budgets for influencer campaigns are sure to grow with time as companies realize the cost-effectiveness and focused impact of such campaigns.

The importance of Micro-influencers, as well as nano-influencers, is only going to increase in the future. Stricter guidelines and policies will be sure to introduce more transparency into influencer marketing. Big companies have also initiated in-house influencer programmes, to build enduring relations with influencers as well as their own customers.

One of the developments in influencer marketing that is set to play a bigger role in future and seems straight out of the realms of fantasy is CGI influencers. These are influencers created in the digital world by CGI (Computer Generated Imagery). These, “influencers,” are not real people but created with the help of artificial intelligence and computer imagery.

In conclusion, the future for blogging and influencing has never looked brighter. Yes, there will be challenges as developments will happen at break-neck speed, and what is prevalent today may become redundant tomorrow. But the secret mantra for bloggers and influencers is to be quick on their feet and be ready to adapt to changing technologies and platforms.

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