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<ul><li>The shift to digitization has opened up newer ways to content monetization.</li><li>Divyanshu Damani, Co-founder, <keyword id="10376921" type="UNKNOWN" weightage="20" keywordseo="TagMango">TagMango</keyword> shares some anticipated <keyword id="10508948" type="UNKNOWN" weightage="20" keywordseo="trends-in-2021">trends in 2021</keyword> that can pose as a new age creator’s guide to embark on a successful journey in the world of <keyword id="1746818" type="PERSON" weightage="20" keywordseo="Content-Creation">content creation</keyword>.</li></ul>Content consumption has risen by manifolds in India in a very short span of time. Increased smartphone use, affordable and extensive internet data availability, and the coronavirus outbreak have acted as a catalyst for this growing demand across genres: entertainment, gaming, news, and infotainment. This growing appetite for creative content consumption hence poses as a great monetization opportunity for content creators. However, this creator-led and focused monetization ecosystem was not that evolved about 6-8 months ago. Earlier being a creator meant - invitations to exclusive events, traveling to new places, trying products and services before they hit the market. There were umpteen opportunities to earn money via brand collaborations. Cut to the pandemic, the restrictions limited these opportunities - digital events, strict restrictions on travel, brands shutting down products/categories, or delaying market launches. So, how did this challenge turn into an opportunity? The shift to digitization has opened up newer ways to content monetization. Content commerce, a current phenomenon in India, has today become brand agnostic giving aspiring content creators an opportunity to become entrepreneurs as opposed to a time when these opportunities were reserved for only category A creators. The year 2021 looks at a new format and development in the creator space where platforms like ClubHouse are rapidly becoming famous and a go-to platform for quality content creation. The scenario here in India is also picking up, to come closer to having platforms that offer exclusive, personalized and targeted content for specific users. Content creators have slowly started exploring content formats like podcast-style conversations, panel discussions, closed group networking, video and audio chats to offer content that is more personalized than it was earlier. Use of platforms that let creators have the advantage of making multiple chat rooms, so as to reach out to smaller audiences that are all looking for similar content. This streamlined way of reaching out with relevant content is going to shape up the year and gradually lead to strengthened content generation and increasing content monetization platforms and tools. Listed down below are some anticipated trends in 2021 that can pose as a new age creator’s guide to embark on a successful journey in the world of content creation: <ul><li><cmsannotation type="cmsannotation" annotationid="Rise of Micro, Nano Influencers and creators" text="Rise of Micro, Nano Influencers and creators">Rise of Micro, Nano Influencers and creators</cmsannotation></li></ul>The year 2021 is all set to witness a massive rise of macro and nano creators. The essential factors pertaining to this growth are the high rates of engagement, credibility, and low-cost increment. These factors are most relevant in the current scenario where most brands are looking at slicing budgets. According to a 2019 report by Fohr, micro-influencers, and creators have the highest engagement rates averaging at 7% on their feed posts. <ul><li><cmsannotation type="cmsannotation" annotationid="Video Content will continue to rule the industry" text="Video Content will continue to rule the industry">Video Content will continue to rule the industry</cmsannotation></li></ul>The rise of video content continues to be an on-going trend in the marketing space. However, with the introduction of Instagram reels and the growing popularity of apps like Mojo, MX Takatak, and Triller, it is expected to be more creative and collaborative than ever before. Video content keeps the viewer more engaged and a stronger authenticity makes people feel a stronger connection and builds engagement. Identify your niche and the right consumer-platform mix for your content offerings. Nothing works better than consumer engagement which can ultimately drive loyalty. <ul><li><cmsannotation type="cmsannotation" annotationid="The rise in Vernacular content and creators" text="The rise in Vernacular content and creators">The rise in Vernacular content and creators</cmsannotation></li></ul>The familiarity of language helps build a better connection and also seeds relatability, making fans connect with creators in shared areas of interest and sentiments. Regional creators can understand the audience better and adapt the content to what would appeal best, building effective campaigns. Moreover, with the deep penetration of smartphones and now available internet access in Bharat (Tier II &amp; Tier III cities), there exists a huge need-gap for vernacular content and creators. For these reasons, brands are roping in creators from specific regions or small-towns. As per a report by <a href="https://inc42.com/datalab/the-business-opportunity-in-the-vernacular-content-market-of-india/">DataLabs</a>, it is anticipated that the vernacular content market in India stands at a worth of $53 billion <ul><li><cmsannotation type="cmsannotation" annotationid="Importance of Deeper-connection and value-driven content" text="Importance of Deeper-connection and value-driven content">Importance of Deeper-connection and value-driven content</cmsannotation></li></ul>The year 2021 will be all about creating content with a relevant context. The pandemic taught people to be grateful for a ton of things we took for granted. Content creators that worked in their personality, journey, and experience in their content while being entertaining at the same time built a very strong fanbase. One can expect brands to also value quality engagement and communities more when predicting ROI than a high follower count. <ul><li><cmsannotation type="cmsannotation" annotationid="Rise of New Social Platforms and creators tool" text="Rise of New Social Platforms and creators tool">Rise of New Social Platforms and creators tool</cmsannotation></li></ul>Last year, new platforms and tools were witnessed in the creator ecosystem empowering them to create and share content with more independence. 2021 is expected to bring in more innovation in this space as the market is flooded with new platform launches catering to not just metros but small town Bharat as well. Newer creator focused models are coming into the picture that are looking at scaling up the revenue for creators by ways of having them leverage opportunities and directly monetize content curated for audiences. <ul><li><cmsannotation type="cmsannotation" annotationid="Brands will merge content marketing with influencer/creator marketing" text="Brands will merge content marketing with influencer/creator marketing">Brands will merge content marketing with influencer/creator marketing</cmsannotation></li></ul><keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">Influencer marketing</keyword> is going to be a game-changer in the coming times. 2020 gave a platform to several new content creators and brands also didn’t shy away from leveraging their skill and popularity to their advantage. One of the massive trends that we can expect to see in 2021 is how brands will merge content marketing with influencer marketing and social media. They will focus more on finding and collaborating with creators who share the same vision and build long-term associations. <ul><li><cmsannotation type="cmsannotation" annotationid="Streaming will set the theme for 2021" text="Streaming will set the theme for 2021">Streaming will set the theme for 2021- </cmsannotation></li></ul>Streaming was on the rise in 2020 with people opting to stream videos, content, and games for longer than ever before. The last few months have seen massive growth and further potential for quality content. Samay Raina is a shining example of this trend, who started with his independent YouTube channel that focused on making chess fun and entertaining for the masses. With this move, he unlocked a huge following in the country and reignited the audience’s love for playing and watching chess videos at a time when they were starved for at-home entertainment avenues. On a separate note, his timing also couldn’t have been better, coinciding with the release of international hit, Queen’s Gambit. Similarly, Tanmay Bhatt, leveraged this time to make funny and quirky videos where he reviews apps, challenges and that in turn has turned out to be a great entertainer for the masses. The year 2021 will see the further emergence of quality streamers. Podcasts will also become the go-to platform for content creators with a niche audience base interested in a specific domain. Micro- creators will emerge from smaller towns who might not enjoy a huge following but will be specialized in catering to a segment of the audience. 2021 will definitely be an interesting year in history for the content creators ecosystem and certainly unfold at a fast pace. One will need to keep up and keep a constant and keen eye to make it big.

A creator's guide to a successful journey in 2021

<ul><li><keyword id="169284" type="ORGANIZATION" weightage="20" keywordseo="ASCI">ASCI</keyword> released <keyword id="8325366" type="UNKNOWN" weightage="20" keywordseo="new-draft-guidelines">new draft guidelines</keyword> to help consumers identify promotional content from user-generated content. </li><li>We reached out to brand experts and <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">influencer marketing</keyword> agencies to understand what it would mean for the industry.</li></ul>To help consumers understand social media a little better, and in an attempt to make sure they understand what content posted by an influencer is an ad, the <keyword id="120108" type="COMPANY" weightage="20" keywordseo="Advertising-Standards-Council-of-India">Advertising Standards Council of India</keyword> (ASCI) has released draft guidelines for influencer advertising on digital media. Influencer marketing has been witnessing a steady growth in India in the past few years. Today, Indian audiences are watching more online videos than ever before. It was time to take a step forward towards building a transparent advertising ecosystem. <keyword id="6456080" type="COMPANY" weightage="20" keywordseo="nielsen">Nielsen</keyword> studies show that home-bound consumers have led to a 60% increase in the amount of video content watched globally. ASCI, in its statement said that the guidelines for influencers advertising on digital media will be available for all stakeholders, including industry, digital influencers as well as consumers for feedback till March 8, 2021. Based on the feedback and inputs, the final guidelines will be issued by ASCI by 31st March, 2021. This guideline will be applicable to all promotional posts published on or after 15th April 2021. We reached out to experts from the influencer ecosystem to understand the implications of the guidelines and how it will impact stakeholders, and here is what they had to say: <cmsannotation type="cmsannotation" annotationid="Arjun Mohan, CEO – India, upGrad" text="Arjun Mohan, CEO – India, upGrad">Arjun Mohan, CEO – India, upGrad</cmsannotation> A much-welcomed move by the ASCI, which has the potential to create a profound long-term impact affecting consumers’ trust in the overall concept of advertising. We realise the influencer marketing sector has seen exponential growth over the past decade and has also become a core of our brand-building efforts at upGrad. We look forward to the newly drafted guidelines which I’m sure will further make influencer marketing more transparent and also bring-forth better opportunities for brands to create responsible advertising for their audience, at large. <cmsannotation type="cmsannotation" annotationid="Chaitanya Ramalingegowda, Co-founder &amp; Director" text="Chaitanya Ramalingegowda, Co-founder &amp; Director">Chaitanya Ramalingegowda, Co-founder &amp; Director</cmsannotation><cmsannotation type="cmsannotation" annotationid="Wakefit.co" text="Wakefit.co">Wakefit.co</cmsannotation> We believe the new draft guidelines for influencer advertising on digital media suggested by ASCI is an extremely encouraging move. As more and more Indians get connected to the internet, they discover and interact with a multitude of brands on a daily basis. While these new guidelines will promote transparency, it will also elevate the level of trust between customers, influencers and brands. Given that brands and influencers are required to do a thorough due diligence about aspects like using filters and technical or performance claims made by a brand, it is likely to instil a sense of accountability and provide clarity to customers. <cmsannotation type="cmsannotation" annotationid="Ashwini Deshpande, Co-founder &amp; Director, Elephant Design" text="Ashwini Deshpande, Co-founder &amp; Director, Elephant Design">Ashwini Deshpande, Co-founder &amp; Director, Elephant Design</cmsannotation> An influencer garners a large follower base because of consistent &amp; aligned content for the kind of audience he/ she is aiming for. If the influencers want to continue getting followed by their audience, it is necessary for them to stay interesting and honest. Influencer marketing has reached a critical mass in India and it is the right time to have these clear guidelines from ASCI that protect consumers from being misled. The draft guidelines by ASCI which are open for public discussion for the next few days, have transparency at its core and should be welcomed by the advertising industry. The most important guideline on prominent labelling has been rightfully specified for each social media channel – will help the consumer from getting misguided by influencer advertisements. The guidelines have ensured three prominent things: • Any content where the brand has paid the influencer and has had reasonable control over the content needs to be called out as 'advertisement'. • Influencer must make it obvious that the content is an 'advertisement'. This should be a clear indication to the follower that the content has bias. • If the influencer is making some specific claims, they should be diligently substantiated by the advertiser or brand owner. <cmsannotation type="cmsannotation" annotationid="Kunal Kishore Sinha, Co-founder, ClanConnect" text="Kunal Kishore Sinha, Co-founder, ClanConnect">Kunal Kishore Sinha, Co-founder, ClanConnect</cmsannotation> ASCI’s newly issued guidelines for influencer marketing will unlock a wealth of new opportunities for the fast-evolving segment that will result in positive outcomes for the sector in the long run. When a major industry body such as the ASCI deems that there is a need to introduce guidelines for influencers and the influencer marketing community, it shows how the market has evolved and has assumed a mainstream stature in the larger advertising space. These guidelines will not only streamline the space and offer a direction but also ensure that there is an added sense of social responsibility amongst the influencer community. Needless to say, we welcome this move by the ASCI for the segment as it will act as a guiding light for new and established content creators, who will now be more mindful of the kind of content that they are bringing to their target audiences. An extremely positive move from the ASCI, these guidelines will act as a catalyst for more organized and structured platforms such as ClanConnect to set new benchmarks for the industry as a whole. Platforms such as ours will play a major role in assisting content creators in navigating through the various regulations and conform to them without any inadvertent missteps. With ASCI introducing these guidelines, the influencer marketing segment also joins the league of recognized and celebrated domains of the advertising ecosystem and indicates further growth and evolution for this space. <cmsannotation type="cmsannotation" annotationid="Apaksh Gupta, Founder &amp; CEO, One Impression" text="Apaksh Gupta, Founder &amp; CEO, One Impression">Apaksh Gupta, Founder &amp; CEO, One Impression</cmsannotation> We're elated to have been partners with the entire ecosystem and the regulatory body that is fostering a holistic approach towards digital advertising. Observing the paradigm shift from traditional to digital, it only coherent to have a transparent &amp; clear ecosystem laid out via the proposed ASCI guidelines, that is beneficial to both digital influencers &amp; consumers. We trust this will regulate &amp; filter out the misleading content, which is suggestive of a much healthier digital world out there! <cmsannotation type="cmsannotation" annotationid="Ankita Chauhan, Group Head Strategy, Tonic Worldwide" text="Ankita Chauhan, Group Head Strategy, Tonic Worldwide">Ankita Chauhan, Group Head Strategy, <keyword id="3671421" type="PERSON" weightage="20" keywordseo="Tonic-Worldwide">Tonic Worldwide</keyword></cmsannotation> As the word opinion leader suggests, influencers are leading opinion and influencing purchase decisions, across categories. A lot of time the content is promoted as a part of the larger story and seeded in subtly, making the whole placement look rather organic. However, consumers have full right to know what is paid and what is organic. It’s quite basic. I’ve observed several influencers labelling sponsored content and I think industry bodies making it a mandate only benefits the consumers at large. <cmsannotation type="cmsannotation" annotationid="Aayush Tiwari - Head of Talent Acquisition, Monk Entertainment" text="Aayush Tiwari - Head of Talent Acquisition, Monk Entertainment">Aayush Tiwari - Head of Talent Acquisition, Monk Entertainment</cmsannotation> I believe that the latest issued ASCI guidelines is a good step to secure the future of now one of the most popular ways of brand promotions - influencer marketing. As the guidelines states, consumers, here disguised as a follower, should have all the rights to know what's being uploaded organically and what's a paid advertisement. This declaration also will motivate the influencer to study about the brand/product and investigate their claims before they go all out publicizing them. Post formulation we'll surely see less cases of misleading advertisements, safeguarding both the consumer spends and influencers getting caught off guard for their claims - <cmsannotation type="cmsannotation" annotationid="Ankit Agarwal, Founder, Do Your Thng" text="Ankit Agarwal, Founder, Do Your Thng">Ankit Agarwal, Founder, Do Your Thng</cmsannotation> USA’s FTC and UK’S ASA both issued regulations years back outlining explicit do’s and don'ts for influencers. It was high time influencer marketing in India followed the same path. The lack of guidelines gave more oxygen to damaging content, and it chipped away the hard-earned trust in creators. When consumers know an ad is an ad or content just that – mere organic content, which is one of the rules in the draft: upfront labelling on ads; the confidence in a creator is not broken. When creators are authentic, including being straightforward about sponsored content, they make more impact and deliver deeper engagement. That’s why I have been vocal about the necessity for the entire niche to abide by advertising rules from day one. With this framework from ASCI, that hopefully comes into play in April, we finally move the needle on streamlining the sector that has been unorganised for far too long. <cmsannotation type="cmsannotation" annotationid="Ramya Ramachandran, Founder &amp; CEO, Whoppl" text="Ramya Ramachandran, Founder &amp; CEO, Whoppl">Ramya Ramachandran, Founder &amp; CEO, Whoppl</cmsannotation> In line with the latest regulation imposed by the ASCI, the need for total transparency in the realm of influencer marketing has been rightfully reaffirmed. In today’s time and age, when influencer marketing is growing at an unprecedented pace and almost everybody wants to become an influencer, it is the need of the hour to safeguard a consumer’s right to information and transparency. With major fiascos like the Fyre Festival, it has become urgently crucial to come up with influencer marketing strategies and content that are 100% credible and verified. Here at Whoppl, content is the hero for us and we have always ensured transparency by fully disclosing the influencer’s professional contract with us—by getting the sponsorship tag in place, for instance, wherever required. In fact, we always strive for a strategy wherein we ask the influencers to first try out the product/service, make their opinions and create authentic content as per their tonality, while also ensuring full disclosure of their partnership with the brand. <cmsannotation type="cmsannotation" annotationid="Jo Broner, WIBA Spokesperson (Paris)" text="Jo Broner, WIBA Spokesperson (Paris)">Jo Broner, WIBA Spokesperson (Paris)</cmsannotation> At the heart of it, ASCI is recognizing the digital influencer space as part of the mainstream industry now, which is very good news for the influencers. It is going to build more trust between the artists and their audience with increased transparency. It also means the marketers have to channelize verifiable information and not unverifiable marketing claims. Influencers connect with curated communities, who listen to them for the credibility they bring, so they have an inherent moral responsibility to not breach the trust of their audience, ASCI is bolstering it with new laws, and that is going to bring in due discipline in the environment, so it's a welcome move. <cmsannotation type="cmsannotation" annotationid="Divyanshu Damani, Co-founder of TagMango" text="Divyanshu Damani, Co-founder of TagMango">Divyanshu Damani, Co-founder of TagMango</cmsannotation> In this digital-age amid a plethora of marketing platforms, influencer marketing has carved its own niche. However, there was a need for guidelines that further enhances the trust of consumers in influencers. As the influencers also need to understand that when they partner with a brand, they share their own trust in the brand with their communities and audience. So, it becomes highly critical for them to only undertake the partnerships that they believe will positively impact their audience. Therefore, in my opinion, it is an extremely vital move. The guidelines issued will allow them to deeply evaluate the offering and the trust that they’re sharing. Furthermore, it would reduce the overall funnel of their brand partnerships and thus, push them to think about opting for sustainable monetary options which we are building at TagMango. <cmsannotation type="cmsannotation" annotationid="Pranav Panpalia, Founder, OpraahFx" text="Pranav Panpalia, Founder, OpraahFx">Pranav Panpalia, Founder, OpraahFx</cmsannotation> The ASCI guidelines are simple and easy to adhere to. The guidelines are more or less similar to the west. In the past couple of years, this has been thoroughly implemented by international influencers and I am happy to see India leading in the same direction. This will definitely make the digital ecosystem more responsible and streamlined. I am in complete agreement with all the points of the guidelines, especially with the fact that images and videos should not be altered or beautified by influencers while advertising on social media. Since digital media caters to a much more aware audience set, keeping it real is the only way to connect with them. Looking forward to a more transparent digital world. <cmsannotation type="cmsannotation" annotationid="Rajni Daswani, Director at SoCheers" text="Rajni Daswani, Director at SoCheers">Rajni Daswani, Director at SoCheers</cmsannotation> Influencer marketing is a $100 million industry in India now, and brands of all kinds - big or small - are benefiting from using influencers &amp; content creators to drive their business objectives. The fact that it’s been unregulated so far, we have seen some brands sneakily get away with things that would not be considered ethical if it were to be shown in a TVC or an OOH. The guidelines will serve as a good guardrail in these cases. However, on the flip side, the popularity of influencer marketing in a brand’s marketing budget is due to the flexibility of communication that allows them to showcase the benefits of their products &amp; services in different ways without it looking very promotional. Digital consumers today are smart enough to understand what is an Advert vs what is organic, and hence brands are willing to pay more to get their promotional material to look as organic as possible. With these guidelines kicking in, we might see the overall engagement and reach with influencers drop and might see it get the same status quo as a paid media ad on digital. I think while these guidelines are necessary, they should not be extremely stringent so as to avoid creating a dent in the overall influencer marketing industry that is growing at a faster pace than ever. <cmsannotation type="cmsannotation" annotationid="Ambika Sharma, Founder &amp; MD, Pulp Strategy" text="Ambika Sharma, Founder &amp; MD, Pulp Strategy">Ambika Sharma, Founder &amp; MD, Pulp Strategy</cmsannotation> The influencer industry is growing fast. According to digital marketing agency AdLift, India’s influencer market is estimated at $75-$150 million a year as compared to the global market of $1.75 billion. This is an industry that has become mainstream within the advertising space and is only expected to grow as more and more Indians are going online. It’s no wonder that brands across sectors are associating with influencers to get across their marketing messages. So, much of what influencers post is promotional and a lot of it is not identified as such. Such non-disclosure is a disservice to consumers and is misleading. With the guidelines, ASCI will assist consumers, brands and content creators to ensure all stakeholders’ interests are preserved through a self-regulatory approach. The digital space is huge and promotional content is often indistinguishable from regular posts. Consumers have the right to easily recognise promotional content. These guidelines will help the consumers to identify promotional content and also guide digital influencers. These guidelines will benefit the consumers and the digital influencers. <cmsannotation type="cmsannotation" annotationid="Gautam Madhavan, Founder &amp; CEO, MAD Influence" text="Gautam Madhavan, Founder &amp; CEO, MAD Influence">Gautam Madhavan, Founder &amp; CEO, MAD Influence</cmsannotation> I'm very happy with the new set of guidelines set by asci. It's good for business and shows Influencer Marketing in India is just going to grow more aggressively. This also helps consumers identify which content is commissioned and which is not , and accordingly their buying decisions is more rationale.

Here's what experts think about ASCI’s new draft guidelines for influencer advertising

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A creator's guide to a successful journey in 2021

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Here's what experts think about ASCI’s new draft guidelines for influencer advertising

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