A search for "Influencer marketing jobs in India" on naukri.com yields nearly 20,000 job openings. Reports suggest that the influencer marketing industry is projected to grow at a Compound Annual Growth Rate (CAGR) of 25% over the next five years, indicating that it will be at the forefront of marketing in India. This remarkable growth is expected to result in the creation of numerous job opportunities in the industry.

People often struggle with how to hire or effectively utilize talent from the rapidly growing influencer marketing industry. In an effort to address this issue, People Matters interviewed Neel Gogia, co-founder of IPLIX Media, one of India's leading influencer marketing and talent management agencies. He shared his insights on understanding the various aspects of influencer marketing and how companies can leverage these talents to their advantage.

Content creator

Content creation lies at the heart of the influencer marketing industry, with more than 80 million creators in the country. It's no surprise that content creation has become one of the most in-demand roles in the ecosystem. As we all know, content creators are responsible for producing top-notch content that adds value and connects with the target audience.

“Individuals who thrive in content creation possess exceptional writing and editing abilities, a deep understanding of various content formats such as video and images, and are creatively inclined. In today's age of AI, the capacity to generate innovative concepts remains crucial as AI cannot surpass human intelligence,” stated Gogia. 

“There are numerous success stories of content creators such as Bhuvan Bham, Tech Burner, Saloni Gaur, Prajakta Koli, and many others who have achieved great success in this field. Consider hiring promising talents for your company and provide them with opportunities to become the next rising stars,” he added. 

Content writer and strategist

The foundation of establishing your social media presence is content. The way you communicate on social media, including the tone, language, medium, and what you post, can significantly impact whether or not your audience will engage with it.

Writers in the influencer marketing industry focus on executing content, such as preparing scripts and copies. On the other hand, strategists play a vital role in overall planning and developing long-term strategies for brands and influencers. 

“To take your company to new heights, consider hiring a strategist with a creative mindset, a deep understanding of audience behavior, and excellent collaboration skills,” suggested co-founder of IPLIX Media. 

Social media analyst

Numbers play a critical role in the whole influencer marketing ecosystem. Social Media analysts are responsible for understanding, measuring and decoding the numbers on different social media platforms. Insights and analysis help creators answer important questions like identifying their key audience, what’s working for them and what’s not, the type of content their audience prefers, etc. 

Decoding insights also enable brands to make decisions regarding collaborations, judging the success of campaigns, etc. “Having someone with strong analytical skills, who can effectively interpret data and has knowledge of various analytics tools is crucial for a company to succeed in analytics and insights. Roles to consider hiring for this expertise include data analyst, social media analyst, and marketing analytics specialist,” suggested Neel Gogia. 

Video editor

Video editors play a crucial role in influencer marketing by creating high-quality and engaging content that resonates with the target audience.  Effective video editing can help a brand stand out and connect with their target audience, driving better engagement. 

The video editors are responsible for transforming raw footage into polished videos that effectively communicate the brand’s message. “While hiring a video editor, look for key skills like proficiency in video editing software, creativity, attention to detail, and the ability to work collaboratively with the members of the marketing team,” said Gogia. 

Campaign manager

Campaign management involves overseeing the entire influencer marketing campaign, from planning to execution. Campaign managers are responsible for setting goals, developing strategies, managing budgets, and measuring the success of the campaign.  This is going to be one of the key roles in coming years with Indian brands doubling their influencer budgets. 

“According to reports, brands are projected to spend $300M on influencer marketing by 2025. To ensure success in this area, it is important to find a campaign manager who possesses excellent project management skills, attention to detail, and the ability to work well under pressure. Audi and Skillshare have executed effective influencer campaigns that have associated certain creators and influencers with their respective brands, demonstrating the power of campaign management in influencer marketing,” the co-founder of IPLIX Media told PM.  

Media/PR manager

The media's perception is a significant factor in establishing a brand's image. As a result, the role of a PR manager is considered one of the most critical for image building. The PR manager is responsible for disseminating accurate information about the creator to the media, creating opportunities for earned media, and overseeing all aspects of the company's public relations efforts.

“To make the most of these opportunities, search for a candidate with excellent networking and communication skills, as well as a creative mindset to explore new avenues,” concluded Neel Gogia.

Although these are the primary roles in influencer marketing, there are numerous other opportunities in the industry such as client servicing, brand solutions, community management, and social media. With the industry expanding at an alarming pace, staying up-to-date with the latest developments is essential.