69% of consumers trust influencers' recommendations over information straight from a brand. That might seem unreal to some, but to almost any digital branding company, it is the most common experience. Over the last 5 years, influencer marketing has shot up like never before, owing its success to all the chronically online people. 

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But what has left people shuffling in their seats is to learn: how to make influencer marketing work?

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While it might seem simple to some, in today’s saturated online world, it is far from it. So every branding agency you know is pulling up their socks to make it work, and we are simply whispering the secrets out loud for you to try and judge for yourself.

Everyone wants the influencer with the highest following: 10k, 100k, 1M.

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Stop! Ask yourself this? Will they really benefit your brand, or do you just think you’ll get what you want because you see a number that looks unreal?

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Here’s the thing: It’s always about authority over virality. And every digital branding company knows that, in fact they follow that too.

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There has been a rise in the investment made in micro influencers, this is majorly because most of them focus on one niche that allows brands to look more authentic to their audience. This helps brands build trust and authority.

Hot take: AI influencers have 2-3x higher engagement on average in controlled campaigns, mainly due to novelty and storytelling flexibility.

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AI is not always bad, especially not when it attracts curiosity for your brand. In 2025, brands can try subtly incorporating brand names in a funny AI creator video or AI-generated photo. This can spark a lot of interest and promote your brand or business even without you trying.

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Or create an influencer just for your brand. This can work wonders, if used correctly, to drive relatability before sales.

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Content generated by AI will help both save time in things like managing the brand socials and drive down costs of having a full-fledged team for the content.

This is almost a subtopic to the first point of getting a micro-influencer. If not that, get an influencer who is the perfect fit for your brand based on their niche. This will help your brand build authority as the influencers will have their audience’s trust and their authority for your brand to get elevated.

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Alongside this, in recent times, content that has fines has barely been able to impress anyone. Any branding agency India has, understands this, and thus, when influencers are approached by them for promotions, they make sure to opt for the relatable person over a person who opts for perfection.

In 2025, user-generated content (UGC) from influencers isn’t just for a one-time post. 

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Brands are repurposing influencer content in paid media and even TV ads, negotiating creator licensing rights upfront and building influencer-style templates into their own creative teams

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The truth is, trust lies in how much the audience sees your products being used. When you opt for having specific influencers not just make a quick ad about your product, but actually use it for a long duration of time, which builds brand value.

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People on the internet are smart, and they tend to notice things like this. A good benchmark for repeat purchase rate is around 20-30%, meaning that roughly one-quarter to one-third of customers return to make multiple purchases. That also means if your product is able to impress them, they are going to be sold for the long run, therefore saving you hefty costs and getting you a real audience.

When opting for Influencer marketing, go for options where they offer to interact with your audience live. It’s very easy to generate content in today’s world, and everyone knows that, so try to do something different. 

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Even if it is the influencer simply going live and doing their skincare and showing your product in one frame. You will not realise but that gathers a lot of visibility and trust in your audience.

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Example: A wellness brand teamed up with a fitness creator for a 6-month campaign, where the creator helped design limited-edition products, hosted monthly livestreams, and even co-authored blog content.

While influencer marketing can take your brand from 0 to 1M, it can also break your brand if used incorrectly. Just like everything else on the internet, be careful about how you take care of these

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Influencer Frauds & Fakes: This has become common in recent times, where people have started posing as influencers just for the benefits. Make sure to avoid these people to save your energy and budget.

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Transparency & Honesty: This is the first step to any relationship, even business ones. It is important to make sure to maintain transparency and honesty to effectively get through a collaborative project like marketing.

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Data Privacy Concern: If this is a major concern, then a great way to go forward is by taking on board a digital branding company that can help you maintain a distance from the influencer, thus working without the fear of a data breach.

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All in all, you can avoid these issues simply by outsourcing most of your work to a branding agency India, as you will get the chance to avoid all the drawbacks and get a contact list of the best influencers for your brand.

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Influencer marketing can change your brand if done right. The best way to go about this if you are unsure is to consult an agency that specializes in marketing and see if they can be the people changing how your marketing works. Influencers can be a tricky business to handle especially in today’s market where the audience tends to trust nothing. A well-informed agency will help you find influencers that can build that trust with your audience.