The power and popularity of the best social media influencers in India are hard to ignore in today’s marketing landscape. It is an investment for brands when they decide to engage in influencer marketing. But they need to decide whether the association with the influencer will be for a long or short duration. Budget plays a pivotal role for the brand to decide on this factor. Another important point that they consider is the duration of their campaign. If it is a short-term campaign, engaging an influencer for a shorter duration is ideal for them. But they should focus on building a relationship with the influencer so that they can approach the same influencer in future for similar requirements.