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<ul><li>GenZ content creators have taken the internet by storm and their influence is only going to grow.</li><li><keyword id="7372416" type="General" weightage="20" keywordseo="viraj-sheth" source="Orion">Viraj Sheth</keyword>, Co-Founder and CEO, <keyword id="9491005" type="General" weightage="20" keywordseo="monk-entertainment" source="Orion">Monk Entertainment</keyword> writes what makes this passionate generation special different from the other generations and why 2022 will only make GenZ creators shine brighter.</li></ul>Have you heard? There's a new word in town buzzing around, and no, we're done with 'millennial'. It's the Generation Z, and they're the new wave of influencers, ready to take the year by storm. Traditionally defined as the group of people born between 1997-2012, this generation is also dubbed as 'digital natives' because they quite literally grew up watching their cartoons on YouTube instead of Television sets. The GenZ skipped the Facebook phase entirely and jumped straight to posting pictures (and now reels) on <keyword id="819905" type="General" weightage="20" keywordseo="instagram" source="Orion">Instagram</keyword>. With higher empathy and self-awareness than the previous generations, they are not shy to lay their life bare for their followers and talk about their feelings with a refreshing, complete transparency. They may have a lower attention span than most other generations and think they know better than their professors, but haven't we all? Arguably the biggest advantage, and yet at the same time, the biggest disadvantage that the <keyword id="159493" type="General" weightage="50" keywordseo="gen-z" source="Orion">Gen Z</keyword> have over the other generations is the omnipresence of smartphones and access to high-speed internet. While as per parents, this has led to terrible repercussions, I believe this has its fair share of pros attached to it. The Gen Z is the generation that is truly, unabashedly expressing themselves on social media and rightfully so, making money on the internet. When the lockdown hit and a lot of these folks had the option to attend schools and colleges virtually, they resorted to spending all this added time in pouring out their creativity on social media platforms. 2020-2021 saw the rise of the Gen Z creators, 2022 will see the power of the Gen Z creators. The lockdown saw the rise of a massive set of Gen Z social media creators across every possible category. While the common notion seems to be that the Gen Z are only equipped with making quick, thoughtless dance and slow-motion content, this couldn’t be further from the truth. This new wave of influencers has seen someone like Aastha Shah who has bravely battled vitiligo and is not afraid to speak about it on her profile. It has seen some fantastic comedy creators like Bihari Ladka who along with his grandmother makes content that entertains millions, there's even cooking creators like <keyword id="13353836" type="General" weightage="20" keywordseo="aditya-hirlekar" source="Orion">Aditya Hirlekar</keyword> (aka Nom Nom) who have found creative ways to film recipes. Did you think that was it? More to the list of Gen Z influencers is <keyword id="13353835" type="General" weightage="20" keywordseo="aryaki-joon" source="Orion">Aryaki Joon</keyword> who has brought her sense of fashion to the fore and inspired her audience to support small and local fashion brands and also Dev Raiyani who has given the younger generation some beautiful music to tune in to. Aside from their fantastic content, another major reason for the rise of these GenZ stars is due to the increase in the GenZ consumer. Around 60-70% of the audience demographic of these creators ranges from the ages of 18-24. The Indian internet is getting younger on an average, every passing day, and GenZ creators speak their language and ride that wave. The average Gen Z creator is more likely to speak up about social causes, actively support small businesses, and be mindful and empathetic towards people’s feelings while making content. They love Instagram, Snapchat, and Twitter because of the snackable nature of short-format content making them quick, snappy, and impactful with ease. With their innovative ways of narrating stories, they’ve been able to build an engaged community that far surpasses the numbers of their millennial peers in the same number bracket. Due to these numbers, they’re also increasingly attracting more attention from global brands like Netflix, Tinder, L’Oreal, Unilever, Zomato, OnePlus, and more titan brands. 2022 should see a drastic surge in their popularity with their ever growing audience. On that note, 2022 is not the Year of the Tiger, it's the Year of the Gen Z Creator. Now you've caught onto the wave.

2022: The year of GenZ creators

<ul><li>Due to the ongoing festive season, advertisers and brands are going all out to connect with consumers.</li><li>This year, the number of brands approaching influencers is significantly larger than last year, and there is a good mix of startups and well-established companies.</li><li>From fashion to home decor creators, brands have partnered with social media influencers to promote their new festive launch before Diwali.</li><li>So, with Diwali around the corner, we speak to <keyword id="2540701" type="General" weightage="20" keywordseo="influencer-marketing" source="Orion">influencer marketing</keyword> agencies to find out how important is the festive season for creators, what kind of uptick in demand can we expect due to the festive season, response from advertisers so far and trends we can look forward to during Diwali.</li></ul>If you are sprucing up your house on a small budget or planning to buy new accessories or ethnic dresses for India’s biggest festival -- Diwali, are you using a search engine for inspiration or are you following social media’s top influencers for ideas? If you are active on Instagram, then chances are you are also turning to influencers for festive advice. We all have at least a 100 bookmarked posts on Instagram for rangoli ideas, DIY home decor, or ethnic dress inspiration. According to Facebook’s Festive Marketing Guide for 2021, social media has now become a leading channel to drive brand discovery and purchase during the festive season. Facebook’s report further reveals that half the people said that influencers help them discover new products and 45% added that influencers help them make a purchase decision. The year 2020 accelerated influencer marketing’s growth, perhaps by a decade, and revolutionised the Indian marketing ecosystem completely. It is because of the pandemic and the consumer’s heavy reliance on social media platforms that the influencer marketing industry has undergone a severe transformation in a short time, becoming a mainstream marketing vehicle. According to the latest figures in the Global Web Index (GWI), the average Indian spent 2.29 hours per day on social media in 2020 and as always, brands are following consumers where they spend the most time. So, this Diwali, from fashion to home decor creators, brands have partnered with social media influencers to promote their new product launches. <cmsannotation type="cmsannotation" annotationid="Growth so far and predictions for this festive season" text="Growth so far and predictions for this festive season">Growth so far and predictions for this festive season</cmsannotation> GroupM and INCA’s study revealed that influencer marketing has become a top priority for marketers this year. Every other leader indicated a budget growth of more than 25% in 2021. INCA’s report further said that the Influencer Marketing industry is poised to grow at a CAGR of 25% for the next decade, reaching a size of Rs 2200 crore in 2025. So, with India’s biggest festival around the corner and to leverage the increasing demand, brands have also increased their budget for influencer marketing. “Influencer Marketing is set to be one of the top choices for brands to enhance the brand value this festive season. In fact, brands have culled out almost 30% of the overall budget for influencer marketing. It has been on an all-time high this year. According to an industry report, brands are likely to spend around Rs 600 crore on influencer marketing. Thus, one thing is definite about influencer marketing this festive season: It’s going to take a big leap from 2020. The primary reason for the rise in influencer marketing is the personalization of content along with the disruption in cost and speed. Influencers are real and relatable for consumers and can deliver real value for brands by offering exciting ways of sharing a brand’s message,” said <keyword id="11300089" type="General" weightage="20" keywordseo="neel-gogia" source="Orion">Neel Gogia</keyword>, Co-Founder, IPLIX Media. Festive season has given a further push to the industry’s growth. Experts are expecting to see 50% more brands exploring influencer marketing this festive season as marketers look to solidify their social media presence and reach out to the group with highest spending power, GenZ and millennials. "The festive season is already looking very positive for the influencer marketing space. We expect a 50% uptick in brands leveraging influencers to connect with their audiences during this season,” said Sagar Pushp, Co-founder and CEO, ClanConnect. “Since the consumer sentiment had plummeted gravely in 2020, brands are looking forward to explosive growth and pent up demand that will translate to greater sales and revenues this year. Brands are likely to capitalize on this positive sentiment by tapping into the influencer marketing space, which will in turn provide a significant fillip to our industry,” added Pushp. Apaksh Gupta, Founder &amp; Chief Executive Officer of One Impression also said that brands have increased their budget by 50% this year. “Last year, brands had spent very little on their marketing efforts because of the pandemic restrictions and other factors, but the curbs are now eased out and traders are expecting a boost in sales. To put things in perspective, last year we saw brands spending about Rs 20-25 lakh [average] on their influencer campaigns, but this year we expect it to go beyond Rs 50 lakh [on an average] during festive seasons. Additionally, during the pandemic, we also witnessed a boom in the creator economy, and brands have taken note of it. Social media platforms have enabled brands to reach out to a wider audience with the help of influencers who help in putting their messages across, in a more personalized and creative manner, what we nowadays call as snackable content.” <cmsannotation type="cmsannotation" annotationid="This festive season, a diverse set of brands are upping their spends on influencer marketing" text="This festive season, a diverse set of brands are upping their spends on influencer marketing">This festive season, a diverse set of brands are upping their spends on influencer marketing</cmsannotation> After going through a lull for a year and a half, startups like MamaEarth, Slurrp Farm to established brands and FMCG giants, all key players are leveraging influencer marketing for better visibility and consumer attention. There’s another interesting shift in the industry after the pandemic. Brands are leveraging influencer marketing not just for brand awareness and engagement but also for performance marketing and driving customer acquisition through relevant targeting. Sharing which categories are the biggest spenders this time, <keyword id="7372416" type="General" weightage="20" keywordseo="viraj-sheth" source="Orion">Viraj Sheth</keyword>, Co- founder and CEO, Monk Entertainment said, “FMCG brands, e-comm players, and FinTech clients I believe will be massive spenders. Brands that are selling products that are best suited for festive gifting will be heavy spends and FinTech clients that help buy digital gold or provide buy now pay later schemes will be in demand as well.” Avantika Mohan, Travel, Lifestyle and Fashion Influencer, represented by WORD Talent, has also seen more lifestyle brands coming her way lately. She said, “I’ve noticed an influx of briefs focusing on fashion (particularly festive wear), online shopping portals and jewelry; brands across these categories along with technology and cosmetics are investing heavily in this festive season, which should go on till the end of the year. Festivals also become an excellent opportunity for brands to offer additional discounts and offers to drive up sales hence brands work with creators to spread the word on the same. It’s an exciting time. Brands are willing to not just work but also allow the creativity of the influencer to drive the content. Brands now understand that the content that creators push can drive real value for them and their products. Our niche allows them to connect with their target audiences directly with content that is fun, relevant and most importantly seasonal. The air is already abuzz with celebration and brands are pushing their seasonal marketing ideas and products that creators are exhilarated to deliver.” Brands with smaller budgets are also partnering with nano-creators. <keyword id="3630874" type="General" weightage="20" keywordseo="dharika-merchant" source="Orion">Dharika Merchant</keyword>, COO, Alchemy Group &amp; WORD said, “Brands are now dedicating special budgets for their influencer marketing campaigns which have resulted in a lot of new brands entering the space. Brands earlier would focus only on large creators but now they’re happy to have smaller spendings but are willing to explore relevant nano or micro influencers for the same. So as we move forward, we are forecasting a more focussed approach towards influencer engagement as compared to before. Brands are now becoming conscious of which creator they want to work with, what kind of content they want to push out and majorly why the creator’s creative process shouldn’t be hampered with. Secondly, we are expecting more brands focussing on micro or nano influencers. These influencers usually cater to a very specific niche and have a higher rate of engagement. As brands start to realise the importance of content over numbers, this is a trend we’re very excited about.” <cmsannotation type="cmsannotation" annotationid="Instagram or home-grown apps, which medium is getting the biggest piece of pie?" text="Instagram or home-grown apps, which medium is getting the biggest piece of pie?">Instagram or home-grown apps, which medium is getting the biggest piece of pie?</cmsannotation> As brands vie for consumer’s attention this Diwali, which is divided into different mediums, where are brands investing the most? “2021 is seeing comparatively more inclination towards influencer marketing strategies. We are seeing a growth upwards of 75% in the influencer marketing industry. Instagram is still the leader when it comes to influencer marketing promotions. YouTube would be the other platform that has gained momentum over time. Even some of the newer short video apps like Josh, Taka Tak and Moj are also being experimented with, by the brands. Increasingly we are also seeing brands leverage content created by creators for performance marketing with Instagram Branded Content Ads and Youtube Creator Promotions for maximum reach and conversion,” Arushi Gupta, Head - Influencer.in told Ad and Media Insider. GenZ and millennials do not consume a lot of television. They either spend their free time scrolling on social media or on an OTT platform. They are looking for authentic content that keeps them engaged, entertained and informed, which happens to be influencer marketing’s core offering. Therefore, influencer marketing is becoming a pivotal marketing tool for brands and its significance is only likely to grow in the future.

As brands turn to influencer marketing for the festive season, experts are optimistic about seeing about a 40-50% growth in ad spends

<ul><li>International social media star <keyword id="11968137" type="General" weightage="80" keywordseo="khaby-lame" source="Orion">Khaby Lame</keyword> has partnered with his first Indian brand and netizens cannot stop talking about it.</li><li>He is known for showing the easy way to do habitual things.</li></ul>Khaby Lame, a Senegalese <a href="https://www.tiktok.com/@khaby.lame?lang=en">TikToker</a> with a net worth of $2 million, was quick to rise to internet fame. According to media reports, this 21-year-old social media <a href="https://www.nytimes.com/2021/06/02/style/khaby-lame-tiktok.html">star charges $50,000 for a </a>single promotional video on TikTok and is estimated to make $200,000 per month. Now, he has partnered with his first Indian brand and the internet cannot stop talking about it. <div type="twitter" handle="Dream11" handlename="Dream11" image="http://pbs.twimg.com/profile_images/1113751627104706560/tLHS5sld_normal.png" favoritecount="574" retweetcount="144" status="Life is simple. You just need to use your 🧠 in the right place!Ain’t it true, @KhabyLame? 😜… https://t.co/jlCSNeIRkt" createdat="1632734927000" id="1442420946640334858"></div> <keyword id="6214644" type="General" weightage="20" keywordseo="Dream11" source="Orion">Dream11</keyword> roped in Khaby Lame to do what he does best; he performs a task, which a lot of social media users complicate, in the simplest way possible. His short comedy skits where he sarcastically and wordlessly ridicules people with his deadpan expressions, extended arms, and shake of the head, have become his trademark. Dream11’s video also features content creator <keyword id="12192913" type="General" weightage="20" keywordseo="viraj-ghelani" source="Orion">Viraj Ghelani</keyword>. Ghelani is chilling with his friend on a Sunday afternoon. His friend picks up toothpicks to eat french fries like Wolverine. However, Ghelani frowns and calls the expert, Khaby to help teach his friend the easiest, simplest way to eat the fries. Khaby, without uttering a word, tells the audience to simply use their hands to eat fries and use their brains for other things, such as picking the right team on Dream11. He uses a placard to reiterate the message, ‘Dimaag Lagana Hai Toh Dream11 PeLaga Na.'

International social media star Khaby Lame has partnered with his first Indian brand

<keyword id="6354512" type="CITY" weightage="100" keywordseo="Infosys">Infosys</keyword>' former CFO, T V <keyword id="6491998" type="PERSON" weightage="100" keywordseo="Mohandas-Pai">Mohandas Pai</keyword> today exhorted institutional investors to raise questions about the huge cash pile on the company's books and governance issues, as investors have an obligation to protect their investment. 
 "Capital allocation is very important. Institutional investors should raise those questions. They have a duty...institutional investors should raise questions on governance because it concerns the company's reputation," <keyword id="249145" type="PERSON" weightage="20" keywordseo="Pai">Pai</keyword> told <keyword id="6367495" type="COMPANY" weightage="20" keywordseo="PTI">PTI</keyword> in an interview. <a href="http://www.businessinsider.in/infosys-employees-in-stresspromotions-and-increments-may-take-a-hit/articleshow/57095393.cms">ALSO READ: ​ Infosys employees in stress: Promotions and Increments may take a hit</a> 
 
Infosys had liquid assets, including cash and cash equivalents and investments worth Rs 35,697 crore (about $5.25 billion) on its books at the end of <a href="http://www.businessinsider.in/infosys-employees-in-stresspromotions-and-increments-may-take-a-hit/articleshow/57095393.cms">December 2016</a>. 
 
He asserted that founders, who hold 13% stake in the Bengaluru-based company, had raised these questions like any other investor would. 
 "The founders are investors like anybody else. They hold 13 per cent stake. They have every right to question the <keyword id="6364382" type="ORGANIZATION" weightage="20" keywordseo="Board">Board</keyword>... Since the largest shareholder has sought clarification, they must also seek detailed clarification," he said. 
 
Pai, along with former colleague <a href="http://www.businessinsider.in/infosys-employees-in-stresspromotions-and-increments-may-take-a-hit/articleshow/57095393.cms">V Balakrishnan</a>, had sought a USD 1.8 billion buyback in 2014 just as CEO <keyword id="6369763" type="PERSON" weightage="20" keywordseo="Vishal-Sikka">Vishal Sikka</keyword> was taking over. 
 
"We had raised the issue. We hope that other institutional investors will also raise their voice because the institutional investors have an obligation to protect their investment," he said. 
 
Pai explained that shareholders all over the world ask questions about capital allocation when growth slows down for listed companies, that have too much cash on books. 
 
"All over the world, for listed companies when growth slows down and there is too much cash, shareholders will ask what are they doing with the cash...about capital allocations. Most Boards around the world will respond with a buyback to show confidence in the company and stabilise the stock price," he said. 
 
Pai expressed hope that institutional investors who have a "fiduciary responsibility" to their unit holders, will also ask the same questions, as has been in the case of <a href="http://www.businessinsider.in/infosys-employees-in-stresspromotions-and-increments-may-take-a-hit/articleshow/57095393.cms">Cognizant</a>. 
 Last week, <keyword id="28721" type="CITY" weightage="20" keywordseo="Cognizant">Cognizant</keyword>'s Board approved a plan to return USD 3.4 billion to shareholders over the next two years through share buybacks and dividend, following investor activism. 
 
"Why can't Infosys do something like Cognizant has done. That is very important for shareholders. I hope they ask him that at a time when growth is slowing down," he said. 
 
He said that while reports of the rift would not impact the company's performance but there is "some reputational damage because of this" and pointed out that the board "has to remedy this situation". 
 Over the last few days, Infosys has come under fire from founders like N R <keyword id="6355623" type="PERSON" weightage="20" keywordseo="Narayana-Murthy">Narayana Murthy</keyword> who have publicly raised concerns on alleged corporate governance lapses at <a href="http://www.businessinsider.in/infosys-employees-in-stresspromotions-and-increments-may-take-a-hit/articleshow/57095393.cms">Infosys.</a> 
 
Infosys, however, has denied the allegations and said that its board is fully aligned with the strategic <a href="http://www.businessinsider.in/infosys-employees-in-stresspromotions-and-increments-may-take-a-hit/articleshow/57095393.cms">direction of Sikka </a>and is very "appreciative of the initiatives taken by him in pursuance of this transformation".

Infosys should clarify capital allocation policy: Mohandas Pai tells investors

Mumbai, Describing his character in "Animal" as a man "obsessed" with revenge, <keyword id="9279" type="General" weightage="50" keywordseo="bobby-deol" source="Orion">Bobby Deol</keyword> says he approached the role from a non-judgemental space, completely surrendering to the thought process of his barbaric antagonist. The Sandeep Reddy Vanga-directed crime drama film showcases a violent world set against the backdrop of a troubled relationship between <keyword id="6357861" type="General" weightage="50" keywordseo="ranbir-kapoor" source="Orion">Ranbir Kapoor</keyword>'s <keyword id="41498" type="General" weightage="50" keywordseo="ranvijay-singh" source="Orion">Ranvijay Singh</keyword> and his father Balbir Singh, played by Anil Kapoor. The movie has amassed Rs 236 crore at the box office in two days. Deol, who became one of the highlights of the film soon after its teaser was released in September, essays the role of antagonist Abrar Haque in the movie. "There's good and evil in every human being and what gets the evil out of you is some situation. As an actor, you think as a character. 'I'm doing nothing wrong, I'm right in whatever I do'. You forget how to judge what is right and wrong," the actor told PTI in an interview. Deol said he had no hesitation while playing a character beyond morals and values as there was a convincing back story. "I was not put into a situation where I was not convinced or had to be convinced or felt awkward. I felt Abrar, the kind of savage and evil he is, I had to play it that way," he added. Deol said there was a compelling explanation for the animalistic nature of his character Abrar . "He is obsessed with revenge. So when you get so obsessed, you don't see what is good and bad, you just want to finish someone. That's how it is. In the film, he has suffered... It's a trauma that has made him this animal kind of a person," the actor added. Animal also features <keyword id="3677061" type="General" weightage="50" keywordseo="rashmika-mandanna" source="Orion">Rashmika Mandanna</keyword>, Triptii Dimri, Shakti Kapoor, Suresh Oberoi and Prem Chopra. Since its release on Friday, the film has received polarising reactions from critics and audiences, with many deriding the movie for its violent and volatile protagonist, showcasing toxic masculinity and absurd plot points. Deol, 54, said it is impossible to make a film which is universally accepted. "Filmmakers create stories for people to be entertained. This kind of toxicity and all of this exists in our society... Somewhere people can identify with it. But there will always be people who won't like it, nothing can be liked by every individual... I think we are entertainers and we want to do different kinds of genres. That's how I look at it," the actor said. Though there was so much hype around Deol's character in "Animal", to audiences' disappointment the actor has limited screen time. It was a character with a lot of substance and he wasn't concerned about the length of role, said the actor. "It's not the length of the role, it is the kind of the character which has so much substance. I wish I had more scenes but when I signed the film, I knew this is what I had. At that point in my life, I was grateful to god that I was given this chance to play this role by Sandeep. "I knew I had only 15 days of work and wouldn't be there throughout the film. I was sure people would notice me, but I never realised that there will be so much love, appreciation and affection. It's like wow! It's amazing," he added. Deol, however, believes there is potential for a spin-off on his "Animal" character. "People have loved the character so much that there should be a spin-off. It is so encouraging that people appreciate your work and they want to see more of you, playing that character. It feels good," he added. The actor along with lead star Ranbir Kapoor had to bulk up for their roles in the movie. While it was difficult to stay in shape, the motivation to play Abrar was the driving force, he said. "I had to pump it out. It is tough to maintain physique but it's the joy of playing a character, which I was so excited about. That kept giving me the strength to keep working hard at it," Deol said. Be it series "Aashram", film "Love Hostel", and now "Animal", the actor is delighted to have found acceptance for his portrayal of negative characters. "It is exciting to play characters of different kinds and complexities. It's challenging to play evil. Whenever I've played evil parts, people have loved me. The amount of love I got for 'Aashram' was insane and now even in 'Animal' people have loved me." In "Aashram", he was seen as a self-styled godman, and in "Love Hostel", he played Viraj Singh Dagar, a ruthless ex-convict hitman. The actor said his family members are proud of his work in "Animal" and added that 2023 has turned out to be an amazing year for the Deol family with the success of brother <keyword id="9271" type="General" weightage="50" keywordseo="sunny-deol" source="Orion">Sunny Deol</keyword>'s "Gadar 2" and "Rocky Aur Rani Kii Prem Kahaani", that featured his father, cinema icon Dharmendra, in a pivotal role. "They are happy for me. This year has been such an amazing time for us. My brother had 'Gadar 2', my film 'Animal' is getting so much love at the box office and my father's work... It's just all amazing," he said.

Trauma made Abrar an 'Animal': Bobby Deol on his negative role

<ul class="summary-list"><li>Retail buyers purchased a near-record $2.04 billion of stocks and ETFs during the November 26 market selloff.</li><li>Vanda Research said that was the second-largest amount of net buying for individual investors.</li></ul>Retail investors scooped up a near-record amount of stocks during Friday's market meltdown that was sparked by the emergence of a new coronavirus variant, according to research firm Vanda. Individual investors bought $2.04 billion of equities and exchange-traded funds on Friday, the second-biggest day of net buying on record by that group, said Vanda, whose VandaTrack unit monitors retail investor activity in 9,000 individual stocks and ETFs in the US. The single-day buying record remains <a href="https://markets.businessinsider.com/news/stocks/retail-investor-activiy-stocks-monday-selloff-etfs-vanda-dow-2021-7">$2.18 billion set on July 19</a>, when rising infections from the Delta variant of the coronavirus sparked an earlier stock market rout. Vanda at that time noted that investors had hiked up purchases of ETFs such as the <a href="https://markets.businessinsider.com/etfs/spdr-sp-500-etf-trust-us78462f1030?utm_source=markets&amp;utm_medium=ingest">SPDR S&amp;P 500 Trust</a> and the <a href="https://markets.businessinsider.com/etfs/invesco-qqq-trust-us46090e1038?utm_source=markets&amp;utm_medium=ingest">Invesco QQQ Trust. </a>"Similar to what we saw after the Delta sell-off in July where the retail crowd also looked to snap up some bargains," is how Viraj Patel, Vanda's global macro strategist, characterized Friday's buying spree by retail investors <a href="https://twitter.com/VPatelFX/status/1465053610803404807">in a tweet on Sunday</a>. "Positive sign for US equity bulls," he wrote. The US, the UK, Japan, the EU, and other government officials worldwide on Friday ordered bans and restrictions on travel from South Africa as the World Health Organization said the B.1.1.529 variant — now named Omicron — appeared heavily mutated. News of the variant stoked worries that it would stifle the global economic recovery. <a href="https://markets.businessinsider.com/news/stocks/stock-market-news-dow-coronavirus-strain-south-africa-variant-2021-11">The S&amp;P 500 on Friday</a> dropped 2.3%, its worst session since February 2020, and the Dow Jones Industrial Average sank 905 points. But US stocks <a href="https://markets.businessinsider.com/news/stocks/stock-market-news-today-sp500-rebound-omicron-variant-coronavirus-2021-11">during Monday's session bounced up</a> as panic over Omicron appeared to ease. The S&amp;P 500 was up by more than 1%.

The Omicron selloff was the 2nd-biggest day of retail buying of US stocks ever, research firm says

<ul class="summary-list"><li>The <keyword id="14130267" type="UNKNOWN" weightage="60" keywordseo="british-pound" source="Orion">British pound</keyword> rallied on Monday, despite an upcoming vote of no confidence in Boris Johnson later in the day.</li><li>Sterling gained 0.5% against the <keyword id="11931694" type="UNKNOWN" weightage="60" keywordseo="dollar" source="Orion">dollar</keyword> and 0.6% against the <keyword id="6431122" type="UNKNOWN" weightage="60" keywordseo="euro" source="Orion">euro</keyword> on Monday. </li></ul>The <keyword id="6441867" type="UNKNOWN" weightage="60" keywordseo="pound" source="Orion">pound</keyword> rallied broadly on Monday, apparently shaking off political turmoil as Prime Minister Boris Johnson faced a <a href="https://www.businessinsider.com/boris-johnson-facing-leadership-contest-after-54-tory-mps-rebel-2022-6">vote of no confidence</a> later in the day.At least 54 Conservative members of Johnson's own party submitted secret letters of no confidence triggering the vote in his leadership."The threshold of 15% of the parliamentary party seeking a vote of confidence in the leader of the Conservative Party has been exceeded," Graham Brady, the senior Conservative backbencher overseeing the process said in a statement.It comes ahead of controversial plans to send <a href="https://www.gov.uk/government/news/first-migrants-set-for-rwanda-to-be-given-final-notice">asylum seekers to Rwanda</a>, and the so-called Partygate scandal in which Johnson and political figures around him broke rules to hold parties in the midst of UK coronavirus lockdowns. In terms of what the vote could mean for the pound, Giles Coghlan, chief analyst at HYCM told Insider: "If Johnson is unseated, investors can expect the pound to fall initially, without any clear replacement in mind for PM. However, if the view of a named replacement figure is received positively, we could potentially see the pound whipsaw."At 10:31 ET, sterling gained 0.4% against the dollar to trade at $1.253 and rose 0.5% against the euro to trade at 85.31 pence. But the pound was still close to its weakest in a month against the single European <keyword id="12055585" type="UNKNOWN" weightage="60" keywordseo="currency" source="Orion">currency</keyword>.Analysts at <a href="https://research.rabobank.com/markets/en/documents/301895_FX%20Daily020622.pdf">Rabobank</a> echoed the pound's overall weakness against the euro saying: "EUR/GBP has never returned to its pre-Brexit referendum levels and the softer pound since mid-2016 tallies with the weak investment data in that period." Other analysts were similarly downbeat about the pound's longer-term prospects."The pound remains vulnerable in the short term given worsening growth prospects and a potential re-pricing of <keyword id="6538058" type="UNKNOWN" weightage="60" keywordseo="boe" source="Orion">BoE</keyword> rate expectations," <a href="https://think.ing.com/articles/fx-daily-different-speeds/#a3">strategists at ING said</a>. With the UK facing its strongest <keyword id="11894140" type="UNKNOWN" weightage="60" keywordseo="inflation" source="Orion">inflation</keyword> in 30 years, the Bank of England hiked interest rates last month by <a href="https://markets.businessinsider.com/news/currencies/bank-of-england-hikes-interest-rates-inflation-economy-bonds-fed-2022-5">25 basis points to 1%</a>. The country's central bank predicted inflation will soar above 10% in October while also warning the UK economy could tilt into a recession next year. The bleak outlook brings together a perfect storm including red-hot inflation, economic disruption from COVID-19, and Brexit, which together left the UK economy almost flat-lining in the first quarter of this year, expanding by just 0.8% compared with the previous quarter when GDP grew 1.3%.Analysts at Rabobank reinforced a negative outlook of the pound saying: "Insofar as the UK has a current account deficit, the GBP is more likely to be sensitive to a perceived deterioration in economic fundamentals that it would be otherwise." Viraj Patel, FX &amp; Global Macro Strategist at Vanda Research said he was generally bullish on the pound but pointed out that the currency looks vulnerable in light of the confidence vote."Boris Johnson 'no confidence' vote should be a non-event for <a href="https://twitter.com/search?q=%24GBP&amp;src=cashtag_click">$GBP</a> <keyword id="11893875" type="UNKNOWN" weightage="100" keywordseo="markets" source="Orion">markets</keyword>. Only way it becomes an issue is if the risks of an early general election pick up. This would put <a href="https://twitter.com/search?q=%24GBP&amp;src=cashtag_click">$GBP</a> on a slippery slope to 1.20. But slim chance any Tory leader calls a snap election given polling," he said in a <a href="https://twitter.com/VPatelFX/status/1533707711661150209?ref_src=twsrc%5Etfw">tweet</a>.

The British pound is shaking off a looming no-confidence vote in premier Boris Johnson, but analysts say sterling still looks pretty weak

<ul class="summary-list"><li>Three <keyword id="4513420" type="PERSON" weightage="60" keywordseo="ark-invest">Ark Invest</keyword> funds bought <keyword id="1972612" type="PERSON" weightage="60" keywordseo="Coinbase">Coinbase</keyword> shares worth $250 million on their first day of trading.</li><li>Coinbase closed at $328.28 per share, showing a 31% gain on its first day of trading, but 13% below its opening price. </li><li>Its market debut ranked as the fifth-largest in terms of retail buying since 2017.</li></ul><keyword id="10473418" type="UNKNOWN" weightage="60" keywordseo="cathie-wood">Cathie Wood</keyword>'s Ark Invest is one of the asset managers betting on newly listed Coinbase's success.The Ark Innovation ETF, Ark Fintech Innovation ETF, and Ark Next Generation ETF scooped up a total of 749,205 Coinbase shares on its hotly anticipated debut, according to <a href="https://ark-funds.com/wp-content/fundsiteliterature/holdings/ARK_INNOVATION_ETF_ARKK_HOLDINGS.pdf">data on the fund's website</a>.At Coinbase's closing price of $328.28 per share, Ark's holdings are worth about $246 million.The crypto exchange at first soared over a $100 billion valuation after opening at $381 per share on Wednesday, but later reversed course and traded <a href="https://markets.businessinsider.com/news/stocks/coinbase-stock-price-ipo-direct-listing-trading-debut-cryptocurrency-platform-2021-4-1030304997">as low as $310 per share</a>. Its massive valuation places it in a dominant position compared to more traditional financial firms, and it's already worth more than <a href="https://markets.businessinsider.com/stocks/gm-stock">GM</a>, <a href="https://markets.businessinsider.com/stocks/fdx-stock">FedEx</a>, and <a href="https://markets.businessinsider.com/stocks/twtr-stock">Twitter</a>.Coinbase's market debut ranked as the fifth-largest in terms of retail buying since 2017 as US retail investors snapped up shares in the company worth $57 million on Wednesday, <a href="https://twitter.com/VPatelFX/status/1382603520524845062">according to a tweet</a> by Viraj Patel, global macro strategist at Vanda Research. Ark mainly backs "disruptive innovations" in the US, providing investors with exposure to businesses centered around revolutionary concepts such as artificial intelligence, robotics, and blockchain technology. Its flagship fund has returned 524% to first-day investors since it began trading in late 2014.

Cathie Wood's Ark funds bought Coinbase shares worth about $250 million on its trading debut

<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 class="summary-list"><li>Retail investors' strong buy-the-dip impulse should help support stocks over the coming months, <keyword id="2536524" type="PERSON" weightage="60" keywordseo="JJ-Kinahan">JJ Kinahan</keyword> said.</li><li>The <keyword id="342799" type="COMPANY" weightage="60" keywordseo="TD-Ameritrade">TD Ameritrade</keyword> strategist said uncertainty about <keyword id="22195" type="COMPANY" weightage="60" keywordseo="Inflation">inflation</keyword> and the Fed should bring volatility, however.</li><li>Retail investors have been snapping up recent dips largely through buying ETFs, analysts say.</li><li><a href="https://newsletter.businessinsider.com/join/4np/10-things-opening-bell?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingestarkets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest?utm_source=markets&amp;utm_medium=ingest" target="_blank" rel="noopener">Sign up here for our daily newsletter, 10 Things Before the Opening Bell</a>.</li></ul>Retail investors have been eagerly buying the dip and it's supporting <keyword id="48211" type="ORGANIZATION" weightage="60" keywordseo="US-stocks">US stocks</keyword> despite uncertainty about the economy and monetary policy, TD Ameritrade's top strategist JJ Kinahan has said."Anytime you see stocks move down 3% or less, you're seeing people come out really quickly to buy things," he told Insider this week.Kinahan said he thinks the buy-the-dip impulse is set to continue. And he said he doubts there will be big drops in US stocks this year.But he said uncertainty around <a href="https://www.businessinsider.com/consumer-price-index-inflation-june-2021-7">inflation</a> and when the <keyword id="6355253" type="UNKNOWN" weightage="60" keywordseo="federal-reserve">Federal Reserve</keyword> will cut back on its support for the economy will increase volatility in US stocks in the coming months.Kinahan likened investors' persistent buying to American football tactics. "If you're running a play that works, you don't stop running it until the other team stops it. Right now, <keyword id="10740627" type="UNKNOWN" weightage="60" keywordseo="buy-the-dip">buy the dip</keyword>, nobody's stopped it."TD Ameritrade is one of the biggest electronic brokers, with more than $1 trillion in client accounts.The <a href="https://markets.businessinsider.com/index/s&amp;p_500_500">S&amp;P 500</a>, the US benchmark stock index, has consistently hit record highs despite periodic sell-offs. For example, stocks fell around 2.5% over two days in the middle of July, only to rise 3.7% over the next five days.On one of the days stocks slid in the middle of July, retail investors bought <a href="https://markets.businessinsider.com/news/stocks/retail-investor-activiy-stocks-monday-selloff-etfs-vanda-dow-2021-7">a record $2.18 billion of equities</a>, according to data company VandaTrack.Amateur traders snapped up exchange-traded funds like State Street's SPY, which tracks the <keyword id="123873" type="PERSON" weightage="60" keywordseo="SP-500">S&amp;P 500</keyword>, or Invesco's QQQ, which tracks the Nasdaq 100.JPMorgan said in a note at the end of July retail investors had also bought the dip in Chinese stocks, which have tumbled after a <a href="https://markets.businessinsider.com/news/stocks/china-education-stocks-tutoring-regulations-tech-shares-jpmorgan-2021-7">crackdown on big companies</a> by Beijing.Nikolaos Panigirtzoglou, a JPMorgan market strategist, said retail investors had also been drawn to ETFs as a way to gain exposure to cheaper Chinese stocks.However, Viraj Patel, a strategist at Vanda, said <keyword id="9424046" type="UNKNOWN" weightage="60" keywordseo="retail-investing">retail investing</keyword> may now slow due to US unemployment benefits lapsing and the fact that Americans have the chance to go out and spend on other things as the economy reopens.Kinahan said the reopening is likely to boost the economy and so support US stocks over the coming months.

Retail investors' strong 'buy-the-dip' impulse will help keep stocks buoyant in 2021, says TD Ameritrade's JJ Kinahan

<ul class="summary-list"><li><keyword id="6416579" type="UNKNOWN" weightage="60" keywordseo="Retail-Investors">Retail investors</keyword> are holding back from using their $1,400 <keyword id="45304" type="COMPANY" weightage="60" keywordseo="Stimulus">stimulus</keyword> checks to buy <keyword id="6354298" type="DEFINITION" weightage="60" keywordseo="Stocks">stocks</keyword>, says data firm VandaTrack.</li><li>The average retail investor has underperformed the S&amp;P 500 by 11% since mid-February, prompting a "hibernation". </li><li>So-called re-opening names and crypto proxies may be at risk during the slower buying period. </li></ul>Retail investors have been slowing their purchases of US equities and the pause could prompt a pullback in cryptocurrency proxies and in shares of companies set to benefit from the <keyword id="34412" type="ORGANIZATION" weightage="60" keywordseo="economy">economy</keyword>'s rebound from the pandemic, says one research firm.Millions of Americans have been receiving $1,400 checks from the US government this month in a bid to help people who've been hurt financially by the COVID-19 health crisis. While checks have been rolling in, the average retail investor has underperformed the S&amp;P 500 Index by 11% since mid-February, said VandaTrack in a note sent to Insider on Wednesday. The firm monitors <keyword id="9424046" type="UNKNOWN" weightage="60" keywordseo="retail-investing">retail investing</keyword> activity in 9,000 individual stocks and ETFs in the US."This is probably why stimulus checks haven't been invested in the equity market," wrote Viraj Patel, global macro strategist at Vanda Research, VandaTrack's parent. He said the "anemic purchases" that VandaTrack logged on Monday and Tuesday "suggest that retail investors have gone into hibernation."The recent decline in stock purchases looks much like the one spurred in September and through October when retail investors lost about 14% as tech shares slid after the stock splits at <a href="https://markets.businessinsider.com/stocks/aapl-stock">Apple</a> and <a href="https://markets.businessinsider.com/stocks/tsla-stock">Tesla</a>. "We fear retail investors may have entered a similar healing process, nullifying the impact of stimulus checks," Patel said.He said most at risk from the most recent "hiatus" in purchases are cryptocurrency proxies and re-opening names, or shares of companies that should benefit from businesses and consumers restarting their activities as more people receive COVID-19 vaccinations. Roughly 130 million people in the US have already been vaccinated, according to data from the Centers for Disease Control and Prevention."In the aftermath of the last drawdown, the sectors with the highest trailing inflows experienced the largest drop in daily purchases," said Patel. "Crypto stocks were on the losing side back then while reopening names thrived during the hibernation period."With flows into crypto and reopening names "sitting at multi-month highs, the risk of further positioning unwinds is large," he said. Meanwhile, "space and cannabis stocks could see a gradual build-up in retail flows."Cryptocurrency miner <a href="https://markets.businessinsider.com/stocks/riot-stock?utm_source=markets&amp;utm_medium=ingestgest">Riot Blockchain</a> and online travel website <a href="https://markets.businessinsider.com/stocks/expe-stock">Expedia</a> have been among the most sought-after stocks by retail investors, according to VandaTrack.

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