Influencers have taken over the internet – unless you’ve been off social media for the past decade or are living under a rock, you’re probably aware of it.
In case you aren’t all that aware, let us paint a picture for you: according to GroupM, the influencer marketing industry is predicted to reach Rs. 2,200 crore by 2025. With the changing nature of how we consume content online, influencers have seen the opportunity to grow their personal brand and make the most of it. It isn’t surprising that the next big thing in the influencer industry is diversity – which is where plus-size influencers come in.
Why the plus-size influencer industry is expanding
When we think of social media, we think of like-minded people getting together, sharing experiences, stories, and moments. But with the changing landscape of the internet, it has become more important for audiences to see people who represent them, whether by way of thought, action, or presentation.
The internet acts as a source for us when we’re making purchasing decisions – whether it’s to learn about the latest trends, scout new clothes and accessories, or read reviews – and what helps is having someone represent us online. Because fashion is an omnipresent part of our lives, we need fashion influencers who look like us. Enter plus-size fashion influencers.
The meteoric rise of this industry isn’t surprising – in fact, it has been a long time coming. According to this article published in Grazia, the ‘plus-size’ market in India is estimated to have a 12% market share in the overall fashion market, with a projected increase of 25% per annum. Given that social media is a goldmine of women looking to make trendy sartorial choices, plus-size fashion influencers can act as catalysts for brands to connect with potential consumers.
Take model Ashley Graham for instance. She became the first plus-size model to grace the cover of Sports Illustrated in 2016 and broke the internet. Since then, she has walked the runway, modelled for the biggest designers, and has started her own swimsuit line for plus-size women. Closer home, we’ve seen Varshita Thatavarthi make waves as a plus-size model for none other than Sabyasachi.
Several plus-size models are thriving online, partnering with brands that cater to their size and building a loyal base of followers and potential customers. If you’re a plus-size woman with a great sense of style, there’s no better time than the present to build your influence online.
How to become a plus-size influencer online
Starting out as an influencer isn’t rocket science, but sustaining and growing your brand online is. Some popular Indian plus-size influencers are Neelakshi Singh, Neha Parulkar, Tanvi Ravishankar, and Payal Soni. To understand how you can begin, start by looking for fellow plus-size fashion influencers and observing their content. From there, you can draw out the gaps you can fill with your niche, and start building your brand accordingly.
Here are some steps that can help you get started:
- Create an Instagram account
- Think about your brand niche, aesthetic, and personality
- Do research on your follower base for information and market analysis
- Plan, curate, and create content
- Strategise how you want to move forward for the sustained growth of your brand
Here are some necessary skills that will help you ace that influencer game:
- Social media savvy
- Creativity and imagination
- Basic understanding of analytics
- Basic understanding of branding and marketing
- Basic video and photo editing skills
- Solid communication skills
- Camera confidence
As is with any influencer or content creator, you need to be clear about the value you will bring to your followers. Your niche should lie somewhere between what your followers need and what you bring to the table.
Being a plus-size fashion influencer is a great side-hustle or full-time career if you put in the work. To learn how you can build more influence, you can enrol in Kool Kanya’s program, CEO of Influencing: The Fashion Edition. With 10 industry experts teaching over 15 live sessions, you can learn how to create viral content, connect with other influencers, and collaborate with other brands. Over the course of 30 days, you will have exclusive access to resources, downloadable worksheets, and valuable expert insights.
To register and buy your pass to make it big as an influencer, click here.
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