The landscape of influencer marketing is undergoing a significant transformation. No longer restricted to one-time paid promotions, a new trend is emerging where influencers are taking on more meaningful roles as co-creators, actively participating in product development alongside brands. This shift towards authentic collaborations allows influencers to resonate more deeply with their audiences by contributing to the creation of products that mirror their personal tastes and values.
A New Approach to Influencer Collaborations
Freakins, a popular Indian denim brand, is setting an example of this new trend. Through collaborations with influencers like Tarini Shah and The Rebel Kid, Apoorva, Freakins has evolved beyond mere promotions to co-create exclusive collections. These influencers not only lend their credibility to the brand but also help design pieces that reflect their unique styles, making the collections deeply personal and more engaging for their followers.
“As influencers continue to shape the products they promote, the line between creator and brand is blurring, creating more personalized and consumer-focused offerings,” says Sakshi Kalani, Founder & CEO of Savy Click.
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The Global Trend of Influencers as Creators
Globally, this trend is gaining traction. Influencers such as Huda Kattan, the visionary behind Huda Beauty, have embraced the role of co-creator. Huda’s personal skincare journey led to the birth of her brand Wishful, allowing her audience to connect with both her story and her products in a profound way. Similarly, Chiara Ferragni, a trailblazing fashion influencer, has transitioned from promoting brands to becoming a fashion entrepreneur, co-creating collections inspired by her personal brand.
In India, notable influencers like Masoom Minawala and Komal Pandey are leading this movement. Masoom’s foray into jewellery design is a reflection of her signature fashion sense, while Komal has successfully co-created exclusive collections for various fashion brands, reinforcing her strong connection with her audience.
The Future of Influencer Marketing: Authenticity and Trust
This shift from paid promotions to co-created products marks a pivotal moment in influencer marketing. It nurtures deeper, long-term relationships between influencers, brands, and their audiences. By being part of the product development process, influencers enhance the authenticity of the collaboration, building trust and loyalty among consumers.
“The evolution of influencer marketing is creating more authentic relationships and fostering a greater sense of trust and engagement with the audience,” adds Kalani.
As co-creation becomes the new norm, the future of influencer marketing lies in these deeper partnerships. Influencers are no longer just the face of a brand; they are integral in shaping the products that resonate most with their followers. This trend is here to stay, setting a new standard for meaningful, impactful collaborations.
About Sakshi Kalani
Sakshi Kalani, a Chartered Accountant turned entrepreneur, is the founder and CEO of Savy Click, a marketing agency based in Jaipur. Since its inception, Savy Click has partnered with over 100 brands, including Swiggy, Magic Footwear, and Funberg, with a growing influence beyond India’s borders. In addition to running her agency, Sakshi leads Jaipur Unfolded, a vibrant community page with over 13,000 Jaipurites, dedicated to promoting local spots and businesses. She is also building her personal brand on LinkedIn to expand her professional network and influence.
