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<ul><li>With the explosion of talent across social media and OTT, the marketing landscape of 2021 looks very different.</li><li> <keyword id="11362330" type="UNKNOWN" weightage="20" keywordseo="Julie-Kriegshaber">Julie Kriegshaber</keyword>, COO <keyword id="6855610" type="UNKNOWN" weightage="20" keywordseo="Chtrbox">Chtrbox</keyword> shares how a brand can choose between celebrities, influencers, and <keyword id="11644166" type="UNKNOWN" weightage="20" keywordseo="ott-stars">OTT Stars</keyword> as endorsers.</li></ul>The context: For years, it’s been pretty straightforward for brands. India’s attention was ruled by her celebrities and all you had to do was look within movies (Bollywood) and sports (cricket) to find your endorsers. With digital making waves over the past many years, the Jio effect and subsequently mobile phones becoming the primary screen, COVID lockdowns, and the explosion of talent building their audiences across social media and OTT, the marketing landscape of 2021 looks very different. While traditional celebrities still rule the roost when it comes to non-digital formats, deciding on endorsers isn’t as straightforward anymore. Let’s take a deeper look. Social Media Influencers: Cutting across age brackets now, they’re the new age media for digitally savvy users. Content creators and experts, they have built their fan following across Instagram, YouTube, Twitter, LinkedIn, and off-late homegrown regional platforms like Josh (Dailyhunt), Moj (ShareChat), and more. Why Influencers are a great choice: 1. Category Experts: Most quality influencers, be it mega, macro and micro, have built their audiences based on genuine expertise and quality of content in a category. This category relevance to your brand is really important to consider especially if your audience has an interest in categories like Beauty, Tech, Dance, Music, Fashion, Food, Fitness, Parenting, etc. 2. Engagement Engineers: Digital influencers know what works to drive conversations on digital, and are adaptable &amp; versatile. The best creators also have a knack for data, and take the real time feedback they get to continuously iterate better content. It also helps in brand storytelling that they’re closest to your consumer profile. 3. Great ROI: Most influencers are economical considering their quality of content and results. Most are comfortable in shooting from home, editing themselves and don’t necessarily require large production shoots requiring large budgets. Why to skip Influencers: 1. Your audience doesn’t follow influencers: Your brand’s primary TG is not digitally savvy, or still not on the internet. 2. You’re approaching it the wrong way: It’s not a priority for your brand, and you’re only looking at a standard list of influencers as an afterthought to amplify content. Much like most things in advertising, influencer marketing too is an art and science and requires intelligent influencer selection and creative content curation. OTT Stars: Nothing ‘over the top’ about the hype and popularity some of these emerging stars are getting. They’re breaking through digital screens of Netflix, Amazon Prime, Hotstar + another 30 OTT platforms now in India and finding parallel fame on social media. Why OTT Stars are a great choice: 1. Great actors and eager to work: Many of these actors are early in their careers, and could be the right fit for diverse and out of the box content formats. They handle the camera with ease, and can tell a story well. 2. Targeting a broad audience: Unlike many social media influencers who have specific audiences with certain interests - OTT provides a platform for more massy followership Pan-India (and sometimes globally with NRI audiences). We tend to see that OTT stars will have a concentration within a particular age range, but otherwise have more generalized audiences. 3. Instant Association with Affiliated Themes: They may have recently acted as a character, or in a series, which connects with your brand, meaning instant further association and affinity. Why to skip OTT Stars: 1. Looking for a niche audience: The flip side to having a general audience is that it may not cater well to targeting specific geographies or interests. 2. Looking for expertise: Because they haven’t built their personal brand on a specific category, but rather were popular for their OTT content, branded content can seem out of place depending on the category. 3. They may lack digital engagement: They may be too new to the game, and not have built a knack for digital yet with poor engagement rates. Celebrities: No introductions needed, they’ve made it to the top of the pyramid, and are recognized and loved beyond the big screen Why Celebs are a great choice: 1. Multifaceted: They’ve worn multiple avatars, and can help take your brand to the mass market best. 2. Great digital reach: Most celebs have adopted well. With a single post by a megastar, you can reach double-digit millions. 3. Credibility: Indian consumers love to see a relevant believable face behind a product, and have massive affinities towards their favorite stars. Why to skip the celeb route: 1. Budget-constrained: Celebs are great, but they do come with a cost, and category blocks. 2. Pressed for time: Celebs have busy schedules so ideally you should plan in advance, especially since it may require full set + production 3. Authenticity: Your consumer set is getting smarter than ever, and will question if brand endorsement from a celeb isn’t authentic. The conclusion: India is seeing a new wave of stars that indeed have broken into the fame game based on a wonderful thing – their merit. Their fame has grown because they’ve discovered content topics &amp; formats, stories &amp; characters which their audiences love. We’re also seeing these above cohorts intermingle and engage with each other a whole lot more: Social Media Influencers who do well are being sought after for OTT, and along with OTT Stars are becoming the next Celebs, where as many Celebs are now figuring out and acing the social media and OTT game. If the past year has taught us anything in marketing, it’s that personal, purposeful, people-powered storytelling is here to stay. Audiences are now all the more digitally connected, engaging on multiple screens and platforms often at the same time. With the right selection framework of advocates and ambassadors, expect to see your brand grow to new heights.

The fame game: Deciding between celebrities, influencers, and OTT Stars as endorsers?

<ul><li>QYOU and <keyword id="6855610" type="UNKNOWN" weightage="20" keywordseo="Chtrbox">Chtrbox</keyword> align to create premier creator-led content and distribution powerhouse across TV, OTT, digital and apps. </li><li> <keyword id="1334088" type="PERSON" weightage="20" keywordseo="Pranay-Swarup">Pranay Swarup</keyword>, Founder &amp; CEO, and <keyword id="11362330" type="UNKNOWN" weightage="20" keywordseo="Julie-Kriegshaber">Julie Kriegshaber</keyword>, COO, will continue in their leadership roles with Chtrbox.</li></ul><keyword id="5005022" type="COMPANY" weightage="20" keywordseo="QYOU-Media">QYOU Media</keyword> Inc, media brands out of the United States and Canada, has entered into a definitive share purchase agreement to acquire leading Influencer Marketing company Chtrbox (Chatterbox Technologies Private Limited) in India. Chtrbox will continue to run as an independently positioned brand, while benefiting from QYOU Media’s complementary businesses including The Q, a TV channel, and <keyword id="11362329" type="COMPANY" weightage="20" keywordseo="influencer-marketing-group">Influencer Marketing Group</keyword> in the USA. Pranay Swarup, Founder &amp; CEO, and Julie Kriegshaber, COO, will continue in their leadership roles with Chtrbox. Chtrbox, founded in 2016 out of Mumbai and Delhi, is a leader in data-driven influencer marketing, and has been powering India’s top brands to tell great stories at scale. Chtrbox offers its clients end-to-end influencer content solutions, including a massive diverse pool of over 300,000 influencers, from celebrities, social media stars, Gen-Z creators to micro and nano influencers. Their work can be found at www.chtrbox.com. QYOU Media has been built since inception with ‘influencers’ at its core, with offerings that rely on the creative voices of influencers and propels them even beyond social. QYOU’s India TV Channel, The Q, which is primarily creator led, records nearly 100 million viewer impressions weekly and gives advertisers holistic avenues to reach an India that’s young in their spirits and choices. The acquisition will lead to a substantial expansion of QYOU’s influencer marketing business in India and also deliver immediate and accretive capabilities to QYOU’s India broadcast operations, through acceleration of the company’s content, advertising and e-commerce initiatives. Pursuant to the definitive share purchase agreement, QYOU Media will initially purchase a majority stake in Chtrbox, with a three year earn out. Primary benefits established via the acquisition for both companies, their clients and stakeholders include: ● The ability for QYOU’s TV channel, The Q, to further offer 360 degree influencer led content and ad campaigns across TV, OTT, digital and app based platforms that further tap into the deep experience and knowledge of the Chtrbox team ● Integration of Chtrbox and QYOU's USA influencer marketing business’s best practices across technology, data-analytics, creative brand strategy, and content production that will advance capabilities for both markets ● Complementary relationships with agencies and brands that support a 1+1 =3 opportunity for the combined businesses to drive additional revenue in the truly integrated campaigns it can offer ● Deeper access for The Q to hundreds of thousands of influencers for programming and content, including over 30 top and emerging influencers exclusively represented by Chtrbox ● The opportunity to drive more rapid development of social commerce business opportunities that are influencer driven at their core Curt Marvis, CEO and Co-Founder of QYOU Media Inc., commented, “This is an incredibly exciting day for our company. In our first conversation with the founders of Chtrbox, it was immediately apparent that we shared common goals about where and how a new media company needs to operate. They have built an amazing company in India that is destined for continued growth and the collective synergies between our businesses could not be better aligned. Our channel in India, The Q, with its massive recent ratings growth shows the power of the right creator led content. When we combine this with Chtrbox’s digital acumen and unparalleled knowledge of the world of influencer marketing, it is truly a match made in heaven. As an added bonus is the ability to integrate various aspects of the Chtrbox business and our talented US Influencer Marketing teams and leverage the best of all of these capabilities.” Pranay Swarup, CEO and Founder of Chtrbox, added, “We instantly clicked with QYOU's leadership over our shared vision that creators are, and will continue to be, the future of content, marketing, and commerce. With QYOU, we gain access to massive distribution reaching millions of households, while we continue to power awesome creator-led content across digital platforms and apps. Our biggest stakeholders are influencers and brands and they now have the opportunity to positively influence millions more.” Krishna Menon, Chief Operating Officer, The Q India, added, “At The Q India, partnering with some of the best creators and talent has been a key ingredient to our success. Well aligned with our vision, Chtrbox will also help strengthen our presence in the rapidly rising digital streaming space. Together, we are perfectly positioned to consolidate and advance influencer marketing, content development, distribution and engagement to the next level in India. We welcome Chtrbox to The Q family.”

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The fame game: Deciding between celebrities, influencers, and OTT Stars as endorsers?

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QYOU Media to acquire influencer marketing company Chtrbox

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