The trend of influencers has been emerging in India, too, for the last five years or so. Although it is yet to penetrate college campuses as in the US, the current age bracket of influencers in India is around 20 to 35 years.

Young adults with the ability to spread the word are approached by big and small brands to promote their products, usually online. A very active social media presence, Instagram to Snapchat, Facebook to YouTube, is what the brands look for in an influencer — the more the followers on Instagram, the more the reach of the product will be. The youth being the present and the future, holds the key.

The young influencers and their peers take pride in representing brands of their choice. From posting about the brand’s products to attending an event and going live on their social media accounts, the influencers can be seen sporting Nike gear to bold matte lipstick. Apps like Musical.ly (renamed TikTok) — a platform where users create and share short videos — also helps influencers in doing what they do best.