Influencers—people with sizable internet followings—can readily impact our thoughts, decisions, and even our way of life in our digital age. They frequently advocate for goods, fads, or concepts that may not be best for us but benefit their wallet. In fact, the influencer marketing industry in India is expected to grow further to Rs.34 billion in 2026 from R.s19 Billion in 2023.

But can we all believe in all the influencers? And what are the gains from influencer marketing? 

Here is the thing: Influencer marketing indeed helps brands to spread word of mouth about the product, but the find say, is how the quality of the product. Because at the end of day, no matter how much one invests in influencer marketing if the product is bad, the product will fail. 

But are the reviews from influencers real enough? Some sound very real, and some make us feel; why on earth, “I got that!”

We all know that influencers have all these partnerships on their social media channel. At times their influence is so strong that we end up buying unnecessary products only to meet unrealistic goals. However, Matter Communication says 69% of consumers trust influencers’ recommendations.

International celebrities like the Kardashians and Indian micro-influencers like Komal Pandey can raise our expectations and create jealousy. 

The Kardashians, for example, frequently flaunt their luxurious lifestyles, which makes us feel inferior. Komal Pandey’s fashionable Instagram images have the potential to make us feel self-conscious about our wardrobes.

It’s crucial to remember that these influencers frequently present an elegant version of reality, so to prevent feeling inadequate, we need to maintain a balanced viewpoint here.

It can be misleading for influencers to appear, though they are biased in their opinions of us. For instance, consider the Fyre Festival. Influencers marketed the music festival as a wealthy and elite event. Still, when attendees arrived, they discovered a complete disaster with no basic amenities, no adequate infrastructure, and a drastically different experience from what they were promised. This unfair promotion duped people into paying for an event that was a total letdown, which raised irrational hopes.

There are many unfair promotions of various startup festivals by influencers across India, where the organizers duped money from many young adults promising their presence. 

After reading the books of many influencers, you will realize how poorly written they are, yet they still managed to sell 1 million copies. Remember! Every brand seeks business.