In our ever-evolving, technologically advanced society, one phenomenon has taken center stage in social media marketing: influencer marketing.

With its undeniable impact and widespread reach, this trend has managed to attract audiences far and wide, transcending boundaries and appealing to diverse individuals. In the age of social media, individuals with substantial followings have found themselves wielding a powerful tool to express their perspectives and make a lasting impact. These platforms provide a great platform for influencers whose voices resonate with millions of eager followers. But it’s not just the individuals who have recognized the potential of this phenomenon; brands, too, have swiftly caught on to the power of partnering with these influential figures to promote their products and reach a wider audience. 

Thriving landscape

In Bangladesh’s bustling digital landscape, two websites are virtual havens for millions of users – Facebook and Instagram. These social media giants have vast reach and influence and have become a powerful tool for brands seeking to captivate audiences. Through strategically utilizing these social media channels, brands can effortlessly tap into the pulse of the Bangladeshi market, establishing a strong presence and reaping the rewards of increased visibility and engagement.

With time and advancement, a remarkable consumer behavior shift has occurred. Gone are the days when consumers would blindly trust traditional advertising methods. The era of word-of-mouth marketing has dawned upon us, where recommendations from friends, family, and even strangers hold more weight than any catchy jingle or flashy commercial. In light of these transformative trends, brands have had to adapt their marketing strategies to stay relevant and effective.

The influence of social media personalities in Bangladesh is immense. One such personnel with a great social media following of 71.6K is Tasmeem Auvro. She has risen to prominence from humble beginnings, collaborating with esteemed brands such as Foodpanda and Vaseline. Her ability to connect with her audience on a deep level has made her a sought-after partner for various marketing campaigns.

Similar to collaborations made by Auvro, many influencers promote products of big and small companies. Some large corporations pay influencers to spread the word about their products, while some often send PRs to get the word out. 

Industry Insider spoke with some business owners. Ruqaiya Islam Mishi, the founder and owner of Lass Pamper, enthusiastically shared the instrumental role influencers played in promoting her products once she sent some PRs to some of the influential social media holders. Meanwhile, Afra Nawar, the owner of Deshi Bideshi and Shahnaaz, candidly revealed her experience, stating, “I involved an influencer to promote products of Deshi Bideshi, and initially, it was affordable and seemed reasonable based on her follower count. However, as the influencer’s following skyrocketed, it eventually surpassed my budget.” 

While many companies, like Afra’s, aim to increase product exposure through social media platforms, few can do so because of budget constraints and thus cannot get the assistance of influencers. To address this issue, platforms organizing influencer marketing campaigns for brands and social media personalities to communicate a smoother digital marketing opportunity can make a difference.

Influencer marketing for small business

Influencer marketing has become increasingly important for businesses of all sizes to engage with their ideal customers, spread positive word of mouth about their products, and ultimately improve sales. Influencers typically base their charges on how many followers they have across various platforms. A business may hire a popular influencer with a sizable fan base to gain exposure for its product and, consequently, sales. 

Firms can use platforms like Partipost, a Singapore-based marketing solution offering affordable influencer marketing opportunities, to achieve their marketing goals. The same is true for influencers, who can quickly and easily use influencer marketing platforms to monetize their social media activity by promoting the products and services of brands they genuinely enjoy. 

People in our country rely heavily on the online market, yet we don’t have access to platforms that cater to easier and more affordable marketing through influencers. Many platforms worldwide focus on influencer marketing. They show profitable results for both influencers and businesses. 

When a small business seeks to enhance the visibility of its product by collaborating with an influential figure with a substantial following, it may face the daunting prospect of making a significant financial investment for a single promotional endeavor. The burden is alleviated in countries with the proliferation of digital marketing platforms. These platforms provide a diverse selection of influencers at more affordable price points, according to the budget provided by the companies. As a result, both the businesses and the influencers can enjoy a mutually beneficial partnership, making the overall experience truly worthwhile.

For instance, instead of spending a hefty amount to hire one celebrity or influencer to promote your business for an hour, you can use a platform like Partipost and promote your business through hundreds of social media users who are not influencers but have a decent follower circle. It’ll save you money and give you a much bigger and more diverse customer reach.

Afra finds that an influencer marketing platform is exactly what businesses like Deshi Bideshi are currently looking for. As a small business, it has been quite hard to promote her products online through influencers lately as the charge is way beyond her budget. Still, she is hopeful that such a platform can be a new beginning and a door full of opportunities for businesses like Deshi Bideshi.

To optimize investment, we turn our attention to influencer marketing platforms specializing in influencer marketing. These platforms serve as a channel for fostering more robust connections between businesses and influencers, ultimately leading to mutually beneficial partnerships and realizing optimal opportunities for both parties involved. 

Adiba Isfara channels her passion for self-expression through her pen. She aspires to influence change with her words, and thus, she is dedicated to enhancing her skill in articulating her ideas by harmonizing words with thoughts.

adibaisfara@iut-dhaka.edu