![]() ![]() It is like you are sitting in a restaurant and you say it is great. Platforms like Instagram say people need to mention it’s a paid promotion but celebrities rarely mention it at times. “We don’t have any specific regulations on advertising on social media. Puri said lack of regulations around social media influencer marketing were being leveraged by parties. Messaging could be around voting with hashtags promoting voting, or have a party line or logo in place. “This is where we are moving to get the new age folks to vote for parties,” he said, speaking on the condition of anonymity. “The categories of influencers who are being tapped are known to be fairly opinionated and known to kind of always get into debates and discussions with brands and people on social media.”Ī marketer working with some political parties for influencer campaigns said there was no need for the messaging to be direct and it could be built around campaigns emphasising the importance of voting. If an influencer has an opinion on social media about a particular party, the party is approaching the person to share a stronger stance through video content, he said. A lot of brands are also trying to capitalise on this,” he said, adding: “Over the past few years we have seen how digital mediums impact voting and opinions.” We know influencers who are being constantly approached regarding what their opinion is and who they are rooting for. “We work with a lot of influencers on other subjects. Zafar Rais, CEO of Mindshift Interactive, said influencers were being constantly approached for opinions on political parties and their stance. They want to tap new voters, people voting for the first time.” ![]() They want to tap into the 450 million people online. “The focus is across the board on all platforms. From a budget perspective, 20-25% of the budgets will be allocated for influencer marketing,” said Prashant Puri, cofounder and chief executive of global digital marketing firm AdLift. “This year’s elections will see influencers playing a massive role. Parties see these people, who have made a name for themselves in the digital space, as an effective medium to reach out to the critical millennial voters. These will be the first elections in India where social media influencers, who come from different walks of life, like food, fashion and lifestyle, are expected to play a significant role in campaigns. ![]() New Delhi: Political parties are extensively tapping social media influencers - those with a sizeable fan base on platforms like Facebook, YouTube and Instagram - ahead of the elections to push their messages through subtle campaigns, advertisers and marketers said. ![]()
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