As the founder of a beauty brand, I've had the privilege of collaborating closely with individuals from editorial backgrounds and influencers to promote my products.
However, I've recently noticed an intriguing trend on social media — the emergence of a new type of influencer.
These individuals don't fit the traditional mould of "expert" with an editorial background or "celebrity." Instead, they are everyday people, just like you and me, who have boldly chosen to pivot in their careers, driven by a passion for their chosen niche.
Armed with nothing more than their smartphone cameras and a favourite social media platform, they're making a significant impact.
I had the opportunity to speak with three such influencers, each from different realms—food, fashion, and lifestyle.
These areas have traditionally been influencer-heavy, yet their experiences with this career transformation shed light on what this shift means for both brands and consumers.
Take Manisha Malik, a fashion educator and influencer today with over 269,000 followers on Instagram. "Creating content wasn't on my radar," she admits, "but then the lockdown happened, and I found myself with a new creative outlet."
This story embodies the essence of consumer influencers — everyday people sharing their passion with the world. They're not just promoting products; they're educating and inspiring their audience.
Genuine And Relatable
Nipun Kapur Sohal, a skincare influencer with over 867,000 followers on Instagram, highlights this shift. "I see myself as an educator first," she says.
"The influence comes naturally when you create content that's honest and informative," Revant Himatsingka, with over 2 million followers on Instagram, says. “I don’t always like the word 'influencer' because sometimes it devalues what you’re doing. I earlier wrote a book about nutrition and at that time I was called an author; now I am using social media, so I am called an influencer. I think the term 'influencer' makes people not take you as seriously…I am using social media because it's the most popular medium.”
Studies show that trust in recommendations from friends and family (earned media) outweighs traditional advertising. Consumer influencers build that trust by being relatable and genuine.
One day, while scrolling through Instagram, I stumbled upon Manisha Malik's reels.
What captivated me was not just her sense of style but her unique approach to fashion. It wasn't about chasing glamour but celebrating the beauty in everyday sights and the people around us. This authenticity struck a chord with me, and evidently, with many others.
It's this genuineness that builds a bridge of trust with the audience, much stronger than any traditional or even modern advertising could hope to achieve.
Manisha's content, for example, focuses on Indian heritage fashion and Bollywood styling. This niche expertise allows her to connect with a specific audience on a personal level. Consumer influencers go beyond product placement; they spark conversations and challenge traditional views.
“By offering a fresh perspective, I'm hoping to shake up those stereotypes and show that fashion is so much more than just aesthetics. It's a form of expression, creativity, and cultural heritage that connects us all," Manisha explains. "It's a story waiting to be told.”
Directly To The Camera
Like Manisha, I was drawn to Nipun's social media content. Her down-to-earth confidence as she spoke directly to the camera resonated with me, prompting me to follow her for her refreshing approach.
It's worth noting that I reached out to Nipun when she was crowdsourcing names for female-run brands to review; she agreed to review my products after purchasing them herself.
What truly struck a chord was her dedication to supporting small, women-owned businesses. In an industry often focused on image and expensive brands, Nipun used her platform to empower other women and give them a voice.
Consumer influencers are driven by a genuine love for their subject matter, not just profit.
This passion shines through in their engaging and educational content. "Keeping it real is key," says Manisha. "People can spot a fake a mile away."
Building trust is crucial for long-term success, and consumer influencers achieve this through authenticity. Nipun Kapur emphasises this point further saying; "I am an educator; the influence is a byproduct of that."
"Influencers, dermatologists, and celebrities are hyper-focused on selling. I have never pushed a product sale, yet brands tell me that units have gone out of stock on my recommendations.
Here again, the idea is to create the most aware and educated customer. The strategy is content to commerce, not really 'click the link in my bio' or 'go to my Amazon storefront," she adds.
Nipun maintains she hasn’t done any paid collaborations to date because she creates content as a part-time influencer and maintains a full-time job.
"This enables my content to be unabashedly honest and consumer POV friendly," she adds. Revant Himatsingka also offers a unique perspective: "Most influencers or celebrities ask you to consume a particular product because they get a cut out of it; however, I am the opposite of that. I ask people not to consume something, so in that sense, I am different,” they say.
Consumer influencers can also be a powerful force for good.
As Manisha highlights, "I make some dedicated, non-sponsored videos to educate viewers on distinguishing authentic crafts from cheap imitations, like Lucknowi Chikankari and Banarasi saris. And I feature homegrown brands exclusively in some of my shopping vlogs, which are completely non-sponsored as well."
Sustainability And Ethical Practices
Their influence can promote sustainability and ethical practices. “I am very grateful that due to my efforts, two major companies like Bournvita and Maggi Ketchup reduced sugar content in their products.
Whether Maggi Ketchup reduced sugar due to my efforts or not is yet to be confirmed, but they reduced it sometime after my video. Millions and millions of parents have started reading labels for the first time for other products they are giving to their children.
Now they are thinking twice; that is a very big win. Many companies have changed claims on their packaging to become more authentic. More importantly, new startups or existing giants will think 100 times before cheating the customer,” says Revant.
The future of digital marketing, especially for small businesses and new brands, is bright with the rise of consumer influencers and accessible tools that help them reach directly to consumers.
It's like restructuring a perception-driven industry around inclusivity, not exclusivity. Their authenticity, expertise, and passion are shaping a more engaging and informative online community for fashion, food, beauty and more.
—The author, Aishwarya Nir, is a female entrepreneur, who has founded and is actively involved in managing Global Beauty Secrets, a luxury beauty brand. She’s also a Director at Aishwarya Healthcare, a pharmaceutical company. The views expressed are personal. Read her previous articles here
However, I've recently noticed an intriguing trend on social media — the emergence of a new type of influencer.
These individuals don't fit the traditional mould of "expert" with an editorial background or "celebrity." Instead, they are everyday people, just like you and me, who have boldly chosen to pivot in their careers, driven by a passion for their chosen niche.
Armed with nothing more than their smartphone cameras and a favourite social media platform, they're making a significant impact.
I had the opportunity to speak with three such influencers, each from different realms—food, fashion, and lifestyle.
These areas have traditionally been influencer-heavy, yet their experiences with this career transformation shed light on what this shift means for both brands and consumers.
Take Manisha Malik, a fashion educator and influencer today with over 269,000 followers on Instagram. "Creating content wasn't on my radar," she admits, "but then the lockdown happened, and I found myself with a new creative outlet."
This story embodies the essence of consumer influencers — everyday people sharing their passion with the world. They're not just promoting products; they're educating and inspiring their audience.
Genuine And Relatable
Nipun Kapur Sohal, a skincare influencer with over 867,000 followers on Instagram, highlights this shift. "I see myself as an educator first," she says.
"The influence comes naturally when you create content that's honest and informative," Revant Himatsingka, with over 2 million followers on Instagram, says. “I don’t always like the word 'influencer' because sometimes it devalues what you’re doing. I earlier wrote a book about nutrition and at that time I was called an author; now I am using social media, so I am called an influencer. I think the term 'influencer' makes people not take you as seriously…I am using social media because it's the most popular medium.”
Studies show that trust in recommendations from friends and family (earned media) outweighs traditional advertising. Consumer influencers build that trust by being relatable and genuine.
One day, while scrolling through Instagram, I stumbled upon Manisha Malik's reels.
What captivated me was not just her sense of style but her unique approach to fashion. It wasn't about chasing glamour but celebrating the beauty in everyday sights and the people around us. This authenticity struck a chord with me, and evidently, with many others.
It's this genuineness that builds a bridge of trust with the audience, much stronger than any traditional or even modern advertising could hope to achieve.
Manisha's content, for example, focuses on Indian heritage fashion and Bollywood styling. This niche expertise allows her to connect with a specific audience on a personal level. Consumer influencers go beyond product placement; they spark conversations and challenge traditional views.
“By offering a fresh perspective, I'm hoping to shake up those stereotypes and show that fashion is so much more than just aesthetics. It's a form of expression, creativity, and cultural heritage that connects us all," Manisha explains. "It's a story waiting to be told.”
Directly To The Camera
Like Manisha, I was drawn to Nipun's social media content. Her down-to-earth confidence as she spoke directly to the camera resonated with me, prompting me to follow her for her refreshing approach.
It's worth noting that I reached out to Nipun when she was crowdsourcing names for female-run brands to review; she agreed to review my products after purchasing them herself.
What truly struck a chord was her dedication to supporting small, women-owned businesses. In an industry often focused on image and expensive brands, Nipun used her platform to empower other women and give them a voice.
Consumer influencers are driven by a genuine love for their subject matter, not just profit.
This passion shines through in their engaging and educational content. "Keeping it real is key," says Manisha. "People can spot a fake a mile away."
Building trust is crucial for long-term success, and consumer influencers achieve this through authenticity. Nipun Kapur emphasises this point further saying; "I am an educator; the influence is a byproduct of that."
"Influencers, dermatologists, and celebrities are hyper-focused on selling. I have never pushed a product sale, yet brands tell me that units have gone out of stock on my recommendations.
Here again, the idea is to create the most aware and educated customer. The strategy is content to commerce, not really 'click the link in my bio' or 'go to my Amazon storefront," she adds.
Nipun maintains she hasn’t done any paid collaborations to date because she creates content as a part-time influencer and maintains a full-time job.
"This enables my content to be unabashedly honest and consumer POV friendly," she adds. Revant Himatsingka also offers a unique perspective: "Most influencers or celebrities ask you to consume a particular product because they get a cut out of it; however, I am the opposite of that. I ask people not to consume something, so in that sense, I am different,” they say.
Consumer influencers can also be a powerful force for good.
As Manisha highlights, "I make some dedicated, non-sponsored videos to educate viewers on distinguishing authentic crafts from cheap imitations, like Lucknowi Chikankari and Banarasi saris. And I feature homegrown brands exclusively in some of my shopping vlogs, which are completely non-sponsored as well."
Sustainability And Ethical Practices
Their influence can promote sustainability and ethical practices. “I am very grateful that due to my efforts, two major companies like Bournvita and Maggi Ketchup reduced sugar content in their products.
Whether Maggi Ketchup reduced sugar due to my efforts or not is yet to be confirmed, but they reduced it sometime after my video. Millions and millions of parents have started reading labels for the first time for other products they are giving to their children.
Now they are thinking twice; that is a very big win. Many companies have changed claims on their packaging to become more authentic. More importantly, new startups or existing giants will think 100 times before cheating the customer,” says Revant.
The future of digital marketing, especially for small businesses and new brands, is bright with the rise of consumer influencers and accessible tools that help them reach directly to consumers.
It's like restructuring a perception-driven industry around inclusivity, not exclusivity. Their authenticity, expertise, and passion are shaping a more engaging and informative online community for fashion, food, beauty and more.
—The author, Aishwarya Nir, is a female entrepreneur, who has founded and is actively involved in managing Global Beauty Secrets, a luxury beauty brand. She’s also a Director at Aishwarya Healthcare, a pharmaceutical company. The views expressed are personal. Read her previous articles here
Note To Readers
Author's disclaimers: As an industry professional and founder of Global Beauty Secrets, I approached Nipun Kapur Sohal to try our products, which she purchased without accepting any commercials. And, I am personally very active on Instagram as a platform and so I have mentioned most names from this platform, however similar trends have been observed across other platforms like YouTube with many “Consumer turned Experts” hosting successful podcast, review channels etc around their niche, as well as X previously Twitter or Reddit where a counter culture conversational threads can be observed on consumer reviews of products .
First Published: Apr 9, 2024 10:47 AM IST
Check out our in-depth Market Coverage, Business News & get real-time Stock Market Updates on CNBC-TV18. Also, Watch our channels CNBC-TV18, CNBC Awaaz and CNBC Bajar Live on-the-go!
