Whether it’s BeerBiceps or political heavyweights like Rahul Gandhi and Narendra Modi, content creation has become an essential tool before elections and beyond. Influencer marketing is now inescapable, and user-generated content dominates our feeds.
According to the Zefmo Influencer Marketing Report, a staggering 78% of respondents in India recognize influencer marketing as the top method for driving public awareness and shaping political messaging. This reflects a significant shift in the landscape of political engagement and public discourse in the country.
“The utilisation of influencers in political messaging marks a profound change in how political entities connect with the populace, particularly the younger demographics. Influencers, with their substantial and often loyal followings, can shape political narratives in ways that traditional media cannot, providing a more personalised and direct conduit to the electorate,” said the report.
According to Zefmo’s report, influencers add a personal touch and authenticity to political messaging, making complex issues more relatable across India's diverse regions. As social media and internet access expand, traditional media is no longer the primary source of political information, reflecting a broader shift in how Indians consume news and engage with political content.
At the same time, reliance on influencers for political messaging also raises questions about transparency and the need for clear disclosures about political affiliations and sponsored content.
This is especially pertinent in maintaining the credibility of political communications in a landscape where misinformation can easily proliferate.
“Our findings suggests that for political campaigns to effectively leverage influencer marketing, there must be a strategic approach that combines the influencers' reach and authenticity with factual, clear, and responsible messaging. This strategy should aim to inform and engage the public while fostering a trustworthy environment for political discourse,” said an excerpt from the report.
This prominent role of influencer marketing in political messaging represents a critical shift in the dynamics of political communication in India, highlighting the need for both political entities and influencers to navigate this space with integrity and accountability.
About 37% of respondents, who are themselves influencers, report an increase in collaborations with government departments in India.
These partnerships predominantly adopt a non- commercial approach, focusing on public communication and awareness rather than direct endorsements.
This trend indicates a strategic shift in how government entities are leveraging influencer networks to disseminate information effectively and engage with the public on a more personal level. By collaborating with influencers, government departments can tap into established audiences and communicate critical messages in an authentic and relatable manner.
The report also highlights how the non-commercial nature of these collaborations often involves influencers who are seen as genuine advocates for community interests or specific causes. This method ensures that the influencer's involvement is perceived as a genuine commitment to public welfare rather than a paid promotion, which can significantly enhance the credibility of the government's messages.
According to the report, influencers in these roles typically help amplify key initiatives such as public health campaigns, safety regulations, and civic participation drives. Their ability to explain complex policies in accessible language and engage with followers through interactive content makes them invaluable partners in public sector communication strategies.
“Employing influencers for government campaigns demands stringent vetting to align their public personas and messaging with the factual rigor and values required in governmental communication, essential for avoiding misinformation and maintaining public trust,” the report added.
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