Over the last decade, the digital and social media industry and influencer marketing have grown from obscurity into a worldwide influence, fundamentally changing the landscape of creation and promotion, as well as the dissemination of information and culture.

Originally, industries like fashion, beauty, and travel used influencer-led advertising, but now, with the visible success of this apparently more genuine influencer marketing model, non-profits and political campaigns are jumping on board.

By and large, influencer marketing has been extremely profitable. By the close of 2023, the global industry had amassed a value of approximately $21 billion, as reported by Influencer Marketing Hub.

As per HubSpot, about 88 per cent of marketers who had experimented with influencer marketing intended to boost or sustain their investment. It’s hard to find an organisation or consumer today untouched by the impact of the influencer-driven world.

Research conducted by Nielsen, Reuters, and similar entities underscores the fact that influencers are trusted by people. Social media users turn to them for information on not just consumer purchases but also current affairs and politics. Becoming an influencer has become a career goal for many of today’s youth.

The problem with the local influencer industry is that it often operates with the disorderly nature of an inexperienced startup, lacking professional consistency and fairness in dealing with misconduct

The problem with the Pakistani influencer industry is that it often operates with the disorderly nature of an inexperienced startup, lacking professional consistency and fairness in dealing with misconduct.

The industry itself is often contradictory, as the same aspects of it that are useful are simultaneously easily abused: it allows entrepreneurs to earn independently but opens them up to the risk of exploitation; it fosters connections between peers whilst also enabling harassment from others; it spreads awareness but also misinformation; and it introduces new ideas while also reinforcing existing biases.

Presently, the influencer industry faces a critical juncture in its existence. Stakeholders — including brands, marketers, influencers, and social media platforms — bear the responsibility to shape a future that prioritises, incentivises, and safeguards the interests of consumers, businesses, and influencers.

As more local Pakistani businesses turn to influencer marketing to reach their target audience, they must navigate the challenges and opportunities presented by this industry. Ensuring fairness, transparency, and ethical conduct within influencer marketing can contribute to a healthier business environment, fostering trust and sustainability for both businesses and consumers in Pakistan.

Developing a formal space tailored to this sector can provide support and protection to all players in this space as well as the public

It is imperative for everyone involved to enforce guidelines to regulate this otherwise unregulated sphere of marketing. This involves introducing consequences for the unethical conduct of both businesses and the influencers they sponsor, providing fair compensation for the work that creators produce and affording influencers the same rights and safeguards as traditional marketers.

The influencer industry emerged during the 2000s. Platforms like WordPress and Blogger enabled global self-publishing, while platforms such as Facebook, YouTube, and Twitter encouraged people to begin documenting their lives and opinions. The 2008 financial crisis accelerated industry growth as job losses drove many to blogging and social media, painting early creators as relatable figures navigating economic uncertainty.

As traditional advertising struggled, marketing professionals finally began monetising influencer-follower relationships. The targeted nature of influencer audiences created curated markets in which relevant companies could sponsor content. Soon, we had content creators such as Maaz Safder, Irfan Junejo, Junaid Akram, Humna Zahid, Amtul Baweja, Hira Attique, and Faiza Saleem. This, of course, also gave birth to flourishing publishing platforms such as Fuchsia, Mashion, Something Haute, Hello, etc.

However, the influencer economy is not without its flaws. A growing problem these days is that a lot of online followers are being bought. Brands such as L’Oreal have now taken to tracking this practice and are implementing policies wherein if a certain percentage of followers have been bought, the brand refuses to work with the influencer. Similarly, various agencies have developed methods to enhance the accuracy of influencer campaigns.

If marketing agencies want to be successful in their advertisements, they need to assemble teams comprising reliable experts. They should be prioritising excellence and honesty rather than just the popularity of a given influencer.

It is important for businesses to adapt these principles to the local landscape. Building teams of trustworthy professionals entails understanding the cultural nuances and market dynamics unique to Pakistan. Commissioning work that prioritises quality and integrity is vital in a society where authenticity holds significant value among consumers.

Furthermore, developing a formal space tailored to the entire Pakistani influencer industry can provide much-needed support and protection to influencers, marketers, and the public alike. By aligning with the specific needs and challenges of the market, these initiatives can foster a more ethical and sustainable influencer ecosystem in the country.

The writer is the Head of Content at a communications agency

Published in Dawn, The Business and Finance Weekly, July 29th, 2024