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<ul><li>After CarryMinati's roast video was removed by Google recently, the audience started calling for a ban on TikTok and questioning <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">influencer marketing</keyword>'s authenticity.</li><li>We, therefore, reached out to a few well-known influencers like <keyword id="3288876" type="PERSON" weightage="20" keywordseo="Sejal-Kumar">Sejal Kumar</keyword>, YouTuber, Actor and Singer, Ranveer Allahbadia aka Beer Biceps, YouTuber and Entrepreneur, Ashish Chanchlani, Comedian and YouTuber, Malini Agarwal, aka MissMalini, Digital Influencer and Entrepreneur, Madan Gowri, YouTuber and Nikunj Lotia aka Be YouNick, YouTuber and Influencer to take a peek inside their content strategy. </li><li>They shared some tips on what to keep in mind while creating your content and talking to your audiences.</li></ul>The recent removal of content on social media platforms started a conversation on how misogynistic and homophobic content is still widely shared on various public forums. Very soon, the debate escalated and the audience started questioning influencer marketing’s authenticity and calling for a ban on TikTok. Being a social media influencer has its own benefits and gives them a huge stardom. However, the reality may not be as glamorous as it seems because the road to building a large audience base takes a lot of patience, talent, consistency, and determination. However, even the largest celebrities of our country have seen their entire reputation going down in a day on social media for one single mistake. So, we compiled some best tips on how to talk to your audiences while creating content. We reached out to a few well-known social media influencers of our country like Sejal Kumar, YouTuber, Actor and Singer, Ranveer Allahbadia aka Beer Biceps, YouTuber and Entrepreneur, Ashish Chanchlani, Comedian and YouTuber, Malini Agarwal, aka MissMalini, Digital Influencer and Entrepreneur, Madan Gowri, YouTuber and Nikunj Lotia aka Be YouNick, YouTuber and Influencer. They highlighted the importance of being your own critic, using your influence for the right reasons because it does have a ripple effect, spreading positivity in the times of a crisis, why you should never stop making content, and a lot more. Here is what they had to say: <div type="Video" msid="76379517" hostid="261" title="Six well-known social media influencers share tips on content creation" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=76379517"></div>

Six well-known social media influencers share tips on content creation

<ul><li>Varun Duggirala, Content Chief &amp; Co-founder, The Glitch, Apaksh Gupta, Founder &amp; CEO, One Impression; <keyword id="3288876" type="PERSON" weightage="20" keywordseo="Sejal-Kumar">Sejal Kumar</keyword>, YouTuber, Actor and Singer; Be YouNick, YouTuber and Content Creator; and Viraj Sheth, Co-founder and CEO, Monk Entertainment share the new trends that have emerged during the <keyword id="91743" type="PERSON" weightage="20" keywordseo="lockdown">lockdown</keyword> in <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">influencer marketing</keyword> and how they continue to stay motivated and creative. </li><li>They further shared with us how this lockdown will impact influencer marketing landscape in the long-run and things that brands need to take cognizance of -- while coming up with campaigns during a crisis. </li></ul>With the Covid-19 lockdown in its 14th day already, we thought it would be a good time to shine the spotlight on the influencer marketing landscape. Considering people have been stuck at their homes, and will be, for a few more days to come at least, people have been increasingly consuming content online, which has given influencer marketing a boost. In a riveting conversation around how the influencer marketing ecosystem is shaping up moderated by Varun Duggirala, Content Chief &amp; Co-founder, The Glitch with Apaksh Gupta, Founder &amp; CEO, One Impression; Sejal Kumar, YouTuber, Actor and Singer; Be YouNick, YouTuber and Content Creator; and Viraj Sheth, Co-founder and CEO, Monk Entertainment spoke about their individual experiences and their views on what lies in the future, for the creators as well as the industry in general. <div type="twitter" handle="BiIndia" handlename="Business Insider India🇮🇳" image="http://pbs.twimg.com/profile_images/1232926719016718336/sfffJHNV_normal.jpg" favoritecount="33" retweetcount="10" status=".@varunduggi, @followtheglitch, @apaksh537, One Impression, @viraj_sheth, @MonkEtweets in conversation along with Y… https://t.co/35bOkJBauy" createdat="1586171138000" id="1247118262497726464"></div> Speaking about how the industry is shaping up right now, what are the kinds of brands that are investing on influencers, Sheth said, “Currently, a lot of people feel that marketing spends will move to Digital and influencers because there’s not going to be any outdoor productions. Nobody is outdoors so there’s no point spending on billboards and hoardings. The other thing is, even with Digital, when brands create content, they have a big team around it, where they get a production agency and a talent team. But right now, even that’s not going to happen. The only thing is to engage with a lot of content creators and influencers through their own native content pieces. I have been seeing a lot of opportunities but in general since the market is down, its players in e-sports, e-learning or these apps that don’t have any manufacturing liabilities that are spending right now.” Seconding Sheth, Gupta said, “The net impact is negative as many brands from the FMCG sector who are not spending because of logistics issues and e-commerce platforms such as Flipkart and Amazon are a huge part of their spend. However, a lot of companies from the gaming sector, education and finance have increased their budgets tremendously because they have no barriers. Secondly, it is an opportunity for them to become an integral part of user behaviour. So we have seen certain categories go really crazy on their spends right now.” The lockdown comes with its limitations. As a content creator, it can be challenging to stay motivated and be creative. However, for Sejal Kumar, who started her journey as a content creator with a tiny tripod and her parents as her camera crew, house arrest hasn’t really impacted her content. It has, in fact, pushed her to come up with newer ideas, make do with limited resources and reflect on her long-term strategy. Kumar said, “It is nice to go back to the way I started. It has been annoying for my parents to keep helping me but I like it because it is relaxing and less stressful. This is helping me think a little bit differently. However, it is overbearing when people tell me to make more content because people are at home and consuming it more than ever, I’m not taking too much stress about that. I do what I want to, I take more time out for myself.” Nick went live on Instagram a year ago and now, that is his primary medium to connect with his followers. He has put YouTube on hold. He said, “I work with a team and our creation process isn’t exactly raw. We work with good equipment and a proper setup. So currently, I am making all the content that I can create from home. It is all really short and crisp content that you can post on your Instagram rather than on YouTube.” Brands have turned to digital influencers as consumption and engagement on social media platforms continue to see a significant rise. Pinterest has added 40 million users in the last month. Giants like WHO and Dettol have also recognised the potential in TikTok's reach. With TV production on hold, Gupta said the influencer marketing industry is only going to grow from here and lead the way. He said, "People and brands who were not thinking of influencer marketing as a channel, who were spending between 1% to 4%, are looking at it in a major way. While the net impact might be negative at the moment, when things go back to normal, influencer marketing is going to blow up. It is going to be four to five years ahead in the industry." On what lies ahead for him in the next few weeks, Nick said that he had been waiting to work on a bigger piece of content that he has finally found the time to work on. “While I have not yet decided what platform to put it out on, I am very happy to be finally able to work on a bigger piece of content.” Kumar thinks that once we resume normalcy, there is going to be a big change in the working environment. Organisations will continue using digital mediums. She said, “They will try to remove activities that do not require people to be in the same room. The process will become obsolete; it is going to be the same with creators as well. For collabs, we may not need to meet people physically.” On what lies ahead for Monk Entertainment, Sheth explained, “As an organization, our next plan is to figure out how to re-initiate lot of the new wings we had created because after this ends, brands will go all out in terms of spending. Over the last 2-3 months, brands, especially FMCG players, haven’t had enough exposure to the audiences. So the goal is to be able to capitalize on that opportunity.”

As demand for influencer marketing goes up, creators and experts share where the industry will go from here

<ul><li>It’s been more than a week since India was locked down due to the outbreak of novel <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">Coronavirus</keyword>. </li><li>In these testing times, to spread more awareness and keep the nation fit, influencers are taking to social media. Brands are also rethinking their strategies, opening up their budgets for digital media and leveraging the rising demand for <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">influencer marketing</keyword>. </li><li>We are organising a live twitter panel discussion on April 6 at 4:30 pm to find out why brands are taking the influencer marketing route and how the industry is adjusting in times of <keyword id="8763838" type="UNKNOWN" weightage="20" keywordseo="covid-19">COVID-19</keyword>. </li><li>The panel that will be moderated by <keyword id="3054169" type="PERSON" weightage="20" keywordseo="Varun-Duggirala">Varun Duggirala</keyword>, Content Chief &amp; Co-founder, The Glitch will also have Apaksh Gupta, Founder &amp; CEO, One Impression; Sejal Kumar, YouTuber, Actor and Singer; Be YouNick, YouTuber and Content Creator; and Viraj Sheth, Co-founder and CEO, Monk Entertainment. </li></ul>In testing times, brands are constantly experimenting with digital solutions to find newer ways to engage with their audience. Concerts are now virtual on BookMyShow, Birthday Parties are being held on Zoom, and Gym time is on digital fitness platforms. Brands have also postponed or cancelled their campaigns and are rethinking their marketing strategy for the rest of the year. With advertisements production and shoots on hold, brands have turned to content creators and digital influencers as consumption and engagement on social media platforms have seen a significant rise. From WHO’s collaboration with ‘Dude with a Sign’ to Dettol’s #HandWashingChallenge on TikTok, brands are using social media’s power in every possible way to spread awareness around COVID-19 and the precautions that can be taken during this crisis. Influencers are further helping them to amplify the campaign and create a momentum. According to BARC’s latest report, people have increased their time spent on chatting by 23% and on social networking apps by 25%. Brands have therefore realised that the influencer marketing model is well-suited in a time in which the audience is looking for some inspiration, DIY videos, cooking tutorials or is curious to learn more about fitness and self care. Advertising and Media Insider is organising a live Twitter Panel Discussion on April 6 at 4:30 pm to find out from influencers how they are altering their content plans to continue making a living amid a global pandemic and influencer marketing experts will discuss how the landscape is evolving with the situation every day. The panel will be moderated by Varun Duggirala, Content Chief &amp; Co-founder, The Glitch and include Apaksh Gupta, Founder &amp; CEO, One Impression; Sejal Kumar, YouTuber, Actor and Singer; Be You Nick, YouTuber and Content Creator; and Viraj Sheth, Co-founder and CEO, Monk Entertainment. Join us for an informative evening on Twitter at 4:30 pm where a panel of industry experts will share their analysis of how the nationwide lockdown has impacted the influencer marketing industry.

Join us on Twitter to find out how the influencer marketing industry is adjusting in times of COVID-19

<ul><li>The Awards recognise how leading brands are effectively leveraging YouTube as a platform to engage audiences to drive business goals and drive consumer engagement at scale across the country. </li><li>Launched earlier this year in association with Kantar for advertising released between October 2019 and February 2021, the winning campaigns represent a range of popular advertising formats across seven categories.</li></ul>The inaugural India edition of the <keyword id="11803860" type="UNKNOWN" weightage="20" keywordseo="youtube-works-awards">YouTube Works Awards</keyword> today announced its winners. The Awards recognise how leading brands are effectively leveraging YouTube as a platform to engage audiences to drive business goals and drive consumer engagement at scale across the country. Launched earlier this year in association with Kantar for advertising released between October 2019 and February 2021, the winning campaigns represent a range of popular advertising formats across seven categories, from 6-second Storytelling to Multi-video Storytelling, and were selected by a 12-member jury comprising some of the most respected business leaders and marketers in the country. During a time that was marked by several lockdowns and restricted creative production, the jury picked campaigns by Mondelez, which bagged both the Ruby and the Grand Prix for its ‘Not just a Cadbury’ ad, InMobi, Amazon Prime, Puma, Motilal Oswal, and upGrad as the winners. Announcing the Awards, Aditya Swamy, Director, Marketing Partnerships, Google India, said, “Online video is the gateway to the Internet for India. With four in five Indian consumers valuing YouTube deeply, and viewership growing both in rural and urban India, YouTube has emerged as India's favourite destination for video content. I raise a toast to the gamechangers across brand, creative, media, and creator ecosystems that are shaping digitally supercharged India’s shift towards YouTube. With these awards, our effort is to spotlight the most incredible work across the industry, using data-driven insights and tech-powered storytelling to deliver real impact for every kind of business. I want to express my deep gratitude to the Jury for their thoughtful analysis of the entries and picking the stand-out work done in India on YouTube. I look forward to all of us creating magic for brands by mixing creative, data and technology together.” Speaking about the key role YouTube served in the execution of the ‘Not just a Cadbury’ campaign, Anil Viswanathan, Senior Marketing Director, Mondelez, said, “We are thrilled for the ‘Not just a Cadbury’ campaign to be judged winner in two prestigious categories of the <keyword id="11803861" type="UNKNOWN" weightage="20" keywordseo="youtube-works">YouTube Works</keyword> Awards, the Ruby and the Grand Prix. This is yet another fabulous moment of celebration for the team. “Our campaign idea was to support small business owners impacted by the COVID-19 lockdowns through hyper personalisation and hyper localization. Both these would not have been possible without YouTube which powered it to achieve the levels of customization never achieved before. YouTube’s personalization capabilities helped bring together thousands of small business owners across thousands of PIN codes together with customers in their neighbourhoods, all on a single ad.” Commenting on the Awards, jury member and Head of Marketing, Bajaj Auto, Narayan Sundararaman, said, “'It was a great experience to be on the Grand Jury of these Awards and view such a large number of outstanding creative executions across businesses. The winning campaigns stand out for their ability to harness audience insight and storytelling with the advantage of content and context that YouTube uniquely provides to brands.” Josy Paul, Chairman and Chief Creative Officer, BBDO India, said, “Being on the jury of the first ever YouTube Works awards in India was a mind-altering experience. The experience opened my mind to the immense possibilities that YouTube offers. I came as a judge and left as a student.” Speaking of the judging process, Nandini Dias, CEO, LODESTAR UM, said, “The craft-agnostic nature of the jury put together for the YouTube Works Awards resulted in a fresh cross-pollination of perspectives, which made the discussions enriching and stimulating.” Agnello Dias, Creative Chairman, Dentsu, added, "The YouTube Works judging experience was a fascinating experience because some of the categories were such a clear indication as to where the world of marketing communications is heading. Besides, a lot of the work threw up completely fresh insights into how creativity is being consumed by target audiences in the contemporary era."The winners of the <keyword id="11803859" type="UNKNOWN" weightage="20" keywordseo="youtube-works-india-awards">YouTube Works India Awards</keyword> are: Grand Prix: Demonstrates excellence throughout the entire process, from identifying critical consumer insights and building creative idea, to executing the campaign through effective media buying and powerful messaging in all assets and formats <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=gBWLm6Sx1WI" target="_blank">Not just a Cadbury ad</a></li><li>Winners - Mondelez | Wavemaker &amp; DeltaX | Ogilvy India</li></ul>The Ruby: The most creative, innovative and data-driven work with demonstrable business results <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=gBWLm6Sx1WI" target="_blank">Not just a Cadbury ad</a></li><li>Winners - Mondelez | Wavemaker &amp; DeltaX | Ogilvy India</li></ul>Media Innovation: Brilliant media planning that drove business results <ul><li>Campaign Name - <a href="https://youtu.be/Mu3Rq3dzMzE" target="_blank">Glance - Baar Baar Dekho</a></li><li>Winners - Glance | In-Mobi | DDB Mudra</li></ul>Best Multi-Video Storytelling: Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production across multiple videos <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=fUeyAItugv8" target="_blank">Mirzapur S2 ka Bhaukaal</a></li><li>Winners - Amazon Prime Video India | PivotRoots | SoCheers</li></ul>Best Long Form Storytelling: Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production in a video beyond 30 seconds <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=xoVhnuCzHdA" target="_blank">PUMA Propah Lady</a></li><li>Winners - Puma | Digitas</li></ul>6-Second Storytelling: Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production in a 6 second YouTube bumper ad <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=eCEUJ_0GPaw" target="_blank">Poor Quality Hurts – Motilal Oswal</a></li><li>Winners - Motilal Oswal Financial Services | Social Kinnect | Mullen Lintas</li></ul>Best Collaboration: The best strategic and creative collaboration between Brand &amp; Creator that drove incredible buzz &amp; positive brand associations <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=OkBuuRW8f_Y" target="_blank">BeYouNick x upGrad Originals - The Office Canteen</a></li><li>Winners - upGrad | Monk Entertainment | Be YouNick</li></ul>The Jury also included: Aditi Shrivastava, Co-founder, Pocket Aces; Amer Jaleel, Group CEO and Chairman, MullenLowe Lintas Group; Anita Nayyar, COO-Media &amp; Communications, Patanjali Ayurved Limited; Harman Dhillon, Vice President - Haircare, HUL; <keyword id="2811220" type="PERSON" weightage="20" keywordseo="Sukesh-Nayak">Sukesh Nayak</keyword>, Chief Creative Officer, Ogilvy India; Priti Murthy, CEO, OMD India; Rajdeepak Das, Chief Creative Office &amp; CEO – South Asia, Leo Burnett; Ravi Santhanam, CMO, HDFC Bank.

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Six well-known social media influencers share tips on content creation

Karuna Sharma

As demand for influencer marketing goes up, creators and experts share where the industry will go from here

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Karuna

Join us on Twitter to find out how the influencer marketing industry is adjusting in times of COVID-19

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YouTube announces Winners of first India edition of YouTube Works Awards

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