Making an impact online

In today’s digital era, social media has transformed the way we connect, communicate, and consume content. Among the most powerful trends emerging from this shift is influencer marketing, a strategy where individuals with large online followings promote products, services, or ideas to their audience. Influencers, whether on Instagram, YouTube, TikTok, or other platforms, leverage their credibility and reach to shape opinions, trends, and even purchasing decisions. For students, understanding influencer marketing is not just about following trends; it opens doors to exciting career opportunities.

Influencer marketing thrives on authenticity. Audiences trust influencers who share relatable content, experiences, or reviews. This has made it one of the most effective forms of digital advertising. Brands collaborate with influencers to reach niche communities, increase engagement, and build brand loyalty. For students studying marketing, media, or communications, this offers a practical example of how storytelling, content creation, and audience engagement intersect with business goals.

“For those interested in careers, influencer marketing presents multiple paths. Students can aspire to become content creators themselves, producing videos, posts, or blogs around topics they are passionate about. Alternatively, careers in digital marketing, social media management, or brand strategy involve helping companies plan influencer campaigns, analyse engagement metrics, and craft compelling messages for target audiences. Even fields like photography, videography, graphic design, and copywriting are closely linked to influencer marketing, offering creative students avenues to turn hobbies into professions,” shares Namrita Singh, an alumna from Apeejay School of Management (ASM).

Moreover, influencer marketing teaches valuable soft skills. “Students learn about personal branding, communication, networking, and entrepreneurship by observing how influencers manage collaborations, negotiate deals, and engage with their communities. It also encourages creativity, adaptability, and trend awareness; skills that are vital in any modern workplace,” she said in conclusion.