After TikTok ban, brands reconsider the role and power of influencers

With the pandemic and the ban on TikTok narrowing down opportunities for customer engagement, brands reconsider the role and power of influencers

The community of influencers has grown from strength to strength. Be it cola major PepsiCo or conglomerate Marico or numerous confectionary and beauty brands and ecommerce platforms, social media stars have wielded the baton of influence with increasing power. 

But now as the pandemic keeps its unrelenting grip on economic activity, changes consumer behaviour and alters brand priorities, influence is being viewed through an all-new lens, forcing a rethink on the use and reach of influencers. 

According to a report released last week by the Indian Institute of Human Brands (IIHB), the top 100 influencers on various platforms could collectively