Only influencers deeply invested in their audience will survive, says Abhishek Gupta of Edelweiss Tokio Life

The current trend of so-called influencers will fade out and only those who are authentic will survive, believes Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance.

He said, “Brands are recognising the value of collaborating with influencers deeply invested in their audience, fostering genuine connections and have created their niche market. This strategic shift aligns with brands' efforts to engage specific demographics in a more personalised and authentic way.”

Sharing insights into trends for 2024, Gupta said that video marketing, particularly through short-form platforms like Instagram Reels and YouTube Shorts, will continue to dominate. “The transient nature of short-form content, combined with its engaging visual appeal aligns perfectly with the shorter attention spans of modern audiences. Brands will continue leveraging short-form videos for storytelling, product launches, and customer testimonials,” added Gupta.

However, long-form videos will prove to be ever-green as they are most apt to drive certain complex and in-depth ideas, emphasised Gupta.

One can even expect a surge in the adoption of audio platforms, such as podcasts in the media mix, with evolving features akin to OTT platforms, said Gupta.

Having said that, he added, “While some argue about the current challenges in podcast discoverability due to limited technological developments for audio search engine optimization, this landscape is evolving.”

Gupta expects that over time, newsworthy podcast content to surface more regularly on widely used platforms. “The convergence of video and audio marketing is reshaping how brands connect with audiences, offering a dynamic and multifaceted approach to storytelling and promotion,” commented Gupta.

As one of the important trends of 2024, Gupta points out that brands will prioritise language-specific content to reach a broader audience addressing not only the need for diversity but also fostering trust, inclusivity, and relatability among customers.