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<ul><li>Sophisticated bot attacks are posing a significantly increasing and evolving threat to the Asia-Pacific and Middle East regions.</li><li>HUMAN’s MediaGuard will be immediately rolled out and made available to advertisers who are leveraging <keyword id="2734866" type="General" weightage="80" keywordseo="pokkt" source="Orion">POKKT</keyword>’s in-app video advertising capabilities across Southeast Asia, East Asia, India and the Middle East.</li></ul><keyword id="9913550" type="General" weightage="20" keywordseo="anymind-group" source="Orion">AnyMind Group</keyword>, an end-to-end commerce enablement platform, and <keyword id="12261168" type="General" weightage="20" keywordseo="human-security-inc-" source="Orion">HUMAN Security, Inc.</keyword> (formerly White Ops), the global leader in collective protection against sophisticated bot attacks and fraud, today announced a partnership that sees AnyMind Group’s mobile video advertising platform, <keyword id="12261167" type="General" weightage="20" keywordseo="pokkt-mobile-ads" source="Orion">POKKT Mobile Ads</keyword> (POKKT), adopt HUMAN’s MediaGuard® for ad fraud detection and prevention throughout POKKT’s in-app video advertising offerings.<br /><br />With sophisticated bot attacks posing a significantly increasing and evolving threat to the Asia-Pacific and Middle East regions. HUMAN’s MediaGuard® will be immediately rolled out and made available to advertisers who are leveraging POKKT’s in-app video advertising capabilities across Southeast Asia, East Asia, India and the Middle East. They can now tap into fraud-free environments for their in-app advertising at no extra cost, ensuring cleaner, better quality and cost-efficient advertising to reach an increasingly mobile audience.<br /><br /><keyword id="4686822" type="General" weightage="20" keywordseo="vaibhav-odhekar" source="Orion">Vaibhav Odhekar</keyword>, Managing Director of India and the Middle East for AnyMind Group and Chief Operating Officer of POKKT said: “Our customers have trusted us to provide them with the best quality advertising and with HUMAN’s MediaGuard® bot protection now seamlessly integrated and available to advertisers across the region, we have now added an additional layer of protection and can move forward together to drive the industry forward.”<br /><br />HUMAN is accredited by the Media Rating Council (MRC) for end-to-end coverage against sophisticated invalid traffic (SIVT) for desktop, mobile web, mobile in-app and connected TV (CTV). This includes accreditation for pre- and post-bid detection and mitigation of SIVT, which is notoriously challenging to detect as fraudsters attempt to mimic genuine user behavior. The partnership with AnyMind Group ensures that customers and partners will be protected from emerging forms of SIVT--background ad activity, hidden ads, app misrepresentation/spoofing, measurement manipulation and more--while guaranteeing always-on fraud filtering and measurement across the POKKT Mobile Ads platform.<br /><br /><keyword id="12261166" type="General" weightage="20" keywordseo="ryan-james-murray" source="Orion">Ryan James Murray</keyword>, HUMAN Asia Pacific Director added: “Markets throughout Asia-Pacific on aggregate are experiencing the fastest growth in commerce on mobile devices compared to any other region in the world. Protecting the integrity of the opportunity for advertisers to engage with real humans in such an intimate and open environment is of the utmost importance to us and our partners. The partnership with POKKT ensures a supply chain free of fraud and unwanted automation. We expect the partnership to indicate to advertisers and agents alike of the significant value present across POKKT's reach and that results derived are assured to be generated from humans only. We are excited to work with POKKT in the fight to break the economics of cybercrime.”<br /><br />Today, HUMAN verifies the humanity of more than 10 trillion digital interactions per week, offering enterprises a platform with unmatched visibility into fraudulent activity across the Internet. HUMAN achieves this scale through its continued expansion in cybersecurity, now offering a suite of products to protect the complete digital customer journey: BotGuard™ for Applications, BotGuard™ for Growth Marketing and MediaGuard®. With new partners and enterprises now able to leverage the company’s Human Verification Engine™, comes an even deeper understanding of the cybercrime landscape, enabling HUMAN to adapt continuously, staying ahead of adversaries and offering their clients collective protection against threat models they have yet to encounter.<br />

AnyMind Group partners with Human Security to help clean up in-app ad fraud

<ul><li>Micro-Influencers hold maximum brand deals but <keyword id="12596619" type="General" weightage="20" keywordseo="nano-influencers" source="Orion">Nano-influencers</keyword> get higher median engagement.</li><li>The survey by the commerce enablement company states that India is one of the most diverse and fast-growing markets across the world, with a social media population of 448 million users and a 21.2% year-on-year growth rate.</li></ul>AnyMind Group, an end-to-end commerce enablement platform, published its annual Indian report on “State of <keyword id="2540701" type="General" weightage="20" keywordseo="influencer-marketing" source="Orion">Influencer marketing</keyword> in India 2021” which studies the influencer marketing space in India in depth to analyze various factors such as median engagement rates and influencer category breakdown. The report highlights that YouTube still ranked highest in most-used social media platforms in India amidst the rise of Instagram. Facebook and Twitter saw a major rise in proportion to the other social media platforms during 2020-21. <br /><br />The report taps on data from over 15,000 influencers in India on the company’s influencer marketing platform, AnyTag, and influencers were placed in the report into five categories: top stars, macro-influencers, micro-influencers, nano-influencers, and end-users for clarity. Further to their examination, they discovered that Nano-Influencers holds the maximum engagement in the Influencers world. However, it’s important to note that engagement rates benchmark engagements against a total number of followers. If we move onto the verticals of influences, food &amp; beverage influencers receive a generally lower median engagement rates on Instagram compared to fashion &amp; beauty and arts &amp; entertainment influencers, whilst food &amp; beverage influencers’ performance on Facebook and YouTube are almost equal to the other two verticals.<br /><br /><br /><br />They also revealed the most popular verticals for influencers in India. Amongst all the top 15 verticals, they found out pet influencers stood 11th in the row, one of the most unforeseen verticals. For brands, it’s important to note that the top influencer verticals are highly diverse in the types of products that they can endorse, but it is critical to understand individual influencers and their audiences to find the right influencer(s) for a specific campaign or product feature.<br /><br /><br />The data was further divided into: Performance &amp; Awareness, where the research found out that in India majority of the campaigns are Awareness Driven in the leading sectors.<br /><br />Talking about the reports, Shuchi Sethi, India Lead, AnyTag, AnyMind Group commented, “This report comprises the top verticals of influencers that are working the most in India for brands to understand and make their marketing investments, along with the most engaging social media platform. Through these insights, brands and marketers can make informed decisions on influencer marketing and educate themselves to amplify their campaigns and messaging effectively across their target audience.”<br /><br />Data was obtained from influencers in India through the AnyTag platform and encompasses influencers across all ages, all major social media platforms (YouTube, Facebook, Instagram and Twitter), and all influencer ranges mentioned above.<br />

YouTube still ranks highest in most-used social media platforms in India amidst the rise of Instagram: Report

<ul><li>AnyTag's recent report reveals how in the past year, Instagram, Facebook and Twitter saw increases in proportion to the other social media platforms but YouTube still ranked highest in most-used social media platforms, when compared in proportion to Instagram, Facebook and Twitter.</li><li>The increase in influencer’s usage of Facebook was driven by the likes of Vietnam and Myanmar, whilst Instagram was driven by markets including Hong Kong, Malaysia, the Philippines and Singapore.</li></ul>The rising digital percolation is equivalent to the continued growth of the creator economy all around the world. Driven by the democratization of tools available for influencers and creators, marketers can increasingly tap on deeper data and technology around influencers to power <keyword id="2540701" type="General" weightage="20" keywordseo="influencer-marketing" source="Orion">influencer marketing</keyword> campaigns. Anytag by the Anymind Group has studied this space in depth to understand the trends that will further help marketers, influencers and content creators to make informed decisions on influencer marketing and the creator economy, and drive education around the new era of influence across the region. <br /><br /><strong>A deeper dive into the past year of campaigns</strong> <strong><em>About the Past Campaign </em></strong><br /><br />Diving into 2,000 influencer marketing campaigns run on the AnyTag platform in the past year, there are no trends that stand out when looking at the difference between awareness-driven and performance-driven campaigns by month. One of the reasons is that performance-driven influencer marketing campaigns are still nascent in this part of the world. AnyTag were determined not to leave you with just that, which is why we dived even deeper into the data. <br /><br /><strong><em></em><br /></strong><br /><em></em><br /><br />They are divided into 2 categories <em>Performance </em>&amp; <em>Awareness </em>were the research found out that in India <br /><br /><table style="border-width: initial; border-style: none;" class="redcator-table-advance"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">7.14% of campaigns are performance driven 92.86% are Awareness driven<br /><br /></td></tr></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody></table><br />When looking at the proportion of performance-driven versus awareness-driven campaigns by market: India ran campaigns that were largely aimed at mass awareness. <br /><br /><strong>Most commonly used social media used by Influencers in India</strong> <br /><br /><br /><br /><table style="border-width: initial; border-style: none;" class="redcator-table-advance"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">19.03% Facebook users <br /><br /></td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">23.45% Instagram users 4.33% Twitter users <br /><br /></td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">53.19% Youtube users<br /><br /></td></tr></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody></table><br />Among all the social media platforms, YouTube remains strong in India. Indian influencers use Youtube in majority to run their Influencer marketing campaign to get maximum engagement.<br /><br /><strong>Influencers categorized by total follower volume<br /><br /></strong>YouTube remains strong in India. Indian influencers use Youtube in majority to run their Influencer marketing campaign to get maximum engagement.<br /><br /><br /><em></em><em>Influencers are further divided into categories based on their followers in India </em><br /><br /><table style="border-width: initial; border-style: none;" class="redcator-table-advance"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">6.31% are Nano Influencers<br /><br /></td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">24.15% are Micro <br /><br />59.35% are Macro <br /><br />10.18 are top stars<br /><br />Influencers <br /><br />Influencers <br /><br /></td></tr></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody></table><br />Across the AnyTag platform, micro-influencers make up the majority of influencers, but it is also the demographic with the smallest growth rate 15.05% in the past year.<br />

YouTube is the most-used social media platform by influencers in India: AnyTag report

<ul><li>How much <keyword id="2893283" type="General" weightage="20" keywordseo="content-creators" source="Orion">content creators</keyword> make per post is dependent on a few factors such as their content genre, social media platform that they use, reach, and engagement rate.</li><li>Rates also differ based on the deliverables, usage rates, and exclusivity.</li><li>Indian Influencer marketing agencies and content creators explain how they earn money, how much they make per post on average and if there’s a need to standardise pricing across the industry.</li></ul>It all starts with a barter. <br /><br />Like many of us who started with an internship wherein we were paid in ‘exposure,’ social media content creators know they have arrived when a brand approaches them and requests them to post for free. <br /><br />In exchange for one Instagram or YouTube shout-out, a creator is offered free brand products and exposure/reach/visibility. <br />                    <div type="image" title="Influencer meme" msid="91254370" hostid="261"></div><br />Gradually, after a creator hits around 5k followers usually, finds a loyal audience and builds a niche brand image of sorts on the internet, the chances of them finding a paid deal get slightly better. <br /><br />However, if you acquire a huge loyal fanbase and stable engagement rate like cricketer Virat Kohli, you can earn about <a href="https://www.hopperhq.com/instagram-rich-list/">$680,000</a> (₹5 crore) per Instagram post. There’s no upper limit. <br />                    <div type="image" title="Micheal Scott - high fly" msid="91254447" hostid="261"></div><br /><cmsannotation type="cmsannotation" annotationid="Various roads to monetisation" text="Various roads to monetisation"><span data-til="noop">Various roads to monetisation</span></cmsannotation><br /><br />There are a number of ways in which a creator can monetise their presence on social media platforms. <br /><br />Mumbai-based digital content creator Rohit Sadhwani is more prominent on YouTube. He has amassed over 628000 subscribers on the video social media platform. He told us that a creator can earn through their monetised content, affiliate marketing, merchandise, branded content and platform-based revenue or in-video ads. For example, YouTube creators can earn through pre-roll skippable ads as per cost per mile (CPM), a metric used to measure the price of an advertisement per one thousand impressions or clicks.<br /><br />“Facebook pays the most in terms of in-video ads and when it comes to branded content, YouTube pays the most among all social media platforms. We get a share of the platform’s revenue as per our CPM. For example, a creator will get ₹10 per thousand ad views. However, more than 70%-80% of a creator’s revenue comes from branded content,” shares Sadhwani with Business Insider India, as he humbly sits on the floor, explaining the process of influencer marketing.<br /><br />Since there are no advertisements on Instagram India yet, content creators don’t receive a share from the platform. They have to rely completely on branded content. They are paid per Instagram sponsored post by a brand. <br /><br />As of January 2022, Google-owned <a href="https://tech.hindustantimes.com/tech/news/youtube-now-has-265-million-users-in-india-story-j5njXtLHZCQ0PCwb57s40O.html">YouTube </a>has more than 265 million monthly active users in India and 1,200 of its creators have crossed the one million subscriber milestone. Five years ago, only two creators had crossed the milestone. <br /><br />Meta’s Instagram, on the other hand, had a total of <a href="https://www.statista.com/statistics/578364/countries-with-most-instagram-users/#:~:text=As%20of%20January%202022%2C%20India,Instagram%20audience%20in%20the%20world.">230.25 million</a> users in India in January 2022, the largest Instagram audience in the world.<br /><br />As per analytics and research firm <a href="https://www.statista.com/statistics/1268168/number-of-content-creators-worldwide-by-platform/#:~:text=Instagram%20was%20by%20far%20the,Facebook%2Downed%20platform%20that%20year.">Statista</a>, YouTube had the highest number of professional creators globally at 1 million in January 2020, which means more than 1 million creators earned a living completely from publishing content on the platform. Instagram was the most popular platform among creators, with 30 million amateur creators monetising content on the Facebook-owned platform that year. <br /><br /><cmsannotation type="cmsannotation" annotationid="How is a creator shortlisted?" text="How is a creator shortlisted?"><span data-til="noop">How is a creator shortlisted?</span></cmsannotation><br /><br />After a brand finalises its budget for its campaign, influencer marketing platform Deckster.Live’s founder, Shivam Agarwal says that there are a number of factors that are involved in shortlisting a content creator later.<br /><br />“It is not just the number of followers that matters when zeroing down on the cost. Many other factors like the type of influencer’s content, genre, engagement rate, and audience matter equally,” he clarifies. <br /><br />As per the cofounder of influencer marketing and digital agency IPLIX, Jag Chima, brands appreciate a good return on investment (ROI). <br /><br />“Brands generally want to see insights and track record for conversion. Ultimately, it comes down to ROI [return on investment], so, a good return on investment can be around 3:1 meaning a 3 dollar return for every dollar spent.”<br /><br />Telling us how a creator’s value is calculated by brand on the other side of the table, Arushi Gupta, business head, Influencer.in says, “It depends on metrics of their account like average reach, engagement, views of their recent content created. Secondly, credibility. Type of content created: How is the quality of the content created and its alignment with brand values. Relevancy of the audience and how aligned it is for the brand's objective and the product.”<br /><br />GroupM’s influencer marketing and analytics agency <a href="https://www.businessinsider.in/advertising/media/article/influencer-marketing-will-be-inr-900cr-market-in-india-by-the-end-of-2021-report/articleshow/86289325.cms">INCA </a>estimates that influencer marketing is poised to grow at a CAGR of 25% for the next decade, reaching a size of ₹2200 crore in 2025. It further said that nearly two-thirds of the Indian population already follow an influencer. <br /><br /><cmsannotation type="cmsannotation" annotationid="How much do influencers earn?" text="How much do influencers earn?"><span data-til="noop">How much do influencers earn?</span></cmsannotation><br /><br />There’s a battle raging on social media. It is a war of likes and attention. On the battlefield are your favourite content creators fighting to find a space on the internet. Whoever takes the lion’s share of public attention and offers something unique, earns more money from brands. <br /><br />According to <a href="http://www.hypeauditor.com/">hypeauditor.com</a>, an artificial intelligence (AI)-based influencer marketing platform, micro-influencers in the 5000 to 20000 group occupied a <a href="https://www.statista.com/statistics/1122194/india-share-of-instagram-influencers-by-tier/">larger </a>share of 54.3% on Instagram across India in 2020. Influencers with over 1 million followers, also known as mega influencers, only had around 0.41% share on Instagram.<br />                  <div type="image" title="Distribution of Instagram influencers" msid="91254483" hostid="261" caption="&amp;lt;p&amp;gt;Distribution of Instagram influencers&amp;lt;/p&amp;gt;"></div><br />Influencer marketing agencies that Business Insider India spoke to mentioned that while the rate varies from influencer to influencer, on average, a mega-influencer with more than 1 million followers can charge over 4 lakh per post on Instagram.<br />                        <div type="image" title="influencerrs-2-Artboard-1-copy-4" msid="91290128" hostid="261" caption="&amp;lt;p&amp;gt;How much Instagram influencers earn&amp;lt;/p&amp;gt;"></div><br />These costs are subject to various other factors like engagement rate, follower base, content quality, genre, timelines of the campaign and duration of the Reel. <br /><br />As per Pranav Panpalia, founder of influencer marketing agency OpraahFx, “the charges may be higher on YouTube depending upon the number of subscribers and content duration.”<br /><br />“Instagram and YouTube both have fair opportunities for revenue growth. However, what few <keyword id="4726280" type="General" weightage="20" keywordseo="instagram-influencers" source="Orion">Instagram influencers</keyword> earn via 3-4 paid posts, a YouTube creator earns in one deal. Although the content frequency on YouTube is lesser as it requires long-format content production. Therefore, in terms of effort and revenue generation, both stand equal. However, YouTube creators have added advantage via other means of revenue generation like adsense, super-chats, super-thanks, subscription cost, etc,” adds Panpalia.<br /><br />Influencer.in is currently beta-testing a new tool on its website called ‘price index.’ It evaluates the potential cost for different types of influencer collaborations based on profile performance analytics. As per the tool, Tier I digital creator Dolly Singh can charge ₹5 lac-₹6 lac for an IGTV and ₹3.9 lac-₹4.7 lac for a Reel.<br />                  <div type="image" title="How much does Tier I influencer Dolly Singh charge per post" msid="91254571" hostid="261"></div><br />Most talent agencies try to get some percentage of this money in advance for their creator as there have been cases when brands have backed off after confirming the campaigns. <br /><br />At times, mega-influencers demand full payment up-front. It all boils down to an agency’s negotiating technique and repo with the brand.<br /><br />Digital creator Sadhwani says that most influencers get 50% in advance and the rest 50% is disbursed after the campaign goes live, within a month. <br /><br />A few influencers, even with less number of followers, are more valued in the brandverse than others. So, what do brands prefer: mega or nano influencers?<br /><br />“Influencers with niche target audiences are approached by dedicated brands and are paid higher due to the ROI that they are able to convert. Brand prefers a bunch of micro-influencers over tier I creators with huge followings, as that helps brands reach multiple targeted audiences and have higher engagement as compared to signing up with a creator with a huge follower,” says Vaibhav Odehkar, managing director, India and the Middle East at AnyMind Group, a brand enablement platform.<br /><br />Creators with a loyal fan base also enjoy more attention from brands. <br /><br />Aayush Tiwari, vice president of talent management and music business at Monk Entertainment says, “A loyal audience equals a significant trust factor. A dedicated audience would interact and want to buy the product their favourite influencer is endorsing. A loyal audience will always try to back the creator and show support. Thus, greater ROI from influencers who have successfully built a dedicated audience around them.”<br /><br /><cmsannotation type="cmsannotation" annotationid="Does the influencer marketing industry need to standardise its prices?" text="Does the influencer marketing industry need to standardise its prices?"><span data-til="noop">Does the influencer marketing industry need to standardise its prices?</span></cmsannotation> <br /><br />Most nano-creators with a follower count of less than 10,000 start with a barter deal. As they climb up a tier, they charge anything between ₹25000-1 lakh per Instagram post. <br /><br />Some creators can afford to hire an external management agency and find up a better deal for the same deliverables. However, a creator who is starting from scratch, will stick to barter for a longer period of time. <br /><br />Sadhwani says that while it would be difficult to standardise the pricing system in this industry, “There should be a minimum bar set for all creators — prices below, which may not sell their content, so that they don’t get exploited. However, setting an upper limit would be unfair and rather challenging.” <br /><br />Content strategy and development agency Yellow Seed’s associate director of new business and growth, Angad Saimbi was enthusiastic about the idea of standardisation in influencer marketing. <br /><br />“This will mean that marketers would need to quantify the value of a “like,” putting influencers in a very defined slab. This will push the influencer community to ensure that they continue to build quality content that not only resonates with their community but also builds their credibility as an influencer.” <br /><br />Vipasha Joshi, country manager at Jellysmack, a global creator company, says that ‘standardising pricing in any industry is always a move in the right direction.’ <br /><br />“This also helps set a framework; where the creators and influencers can get more clarity on the structure of how the brand collaboration works and it would be democratised and the same for all.” <br /><br />Agarwal of Deckser.Live believes it is difficult but not impossible. He highlighted a prominent challenge that the industry might face if it were to standardise its prices. <br /><br />“The question really is what’s the right price? What a ₹100 crore brand is willing to pay or what a startup with a few lakhs in revenue is willing to pay. Standardising will not only benefit the brands but it will be beneficial for the creators. In this extremely dynamic industry, the biggest challenge is to find one common ground or parameter to segment influencers.”<br /><br />Influencers marketing experts are conflicted on this. Some said standardisation would increase transparency and ensure that creators are remunerated fairly by brands, while others called it a pipe dream.<br />

From brand deals to selling merchandise, this is how much Indian social media influencers earn

<ul><li>As we enter a brand new year, we want to crystal gaze into what the year holds for us.</li><li>The global pandemic has spawned strong growth in influencer marketing and creators have cemented their position boosting consumer trust in 2022.</li><li>In our first year-ender, we take a closer look at the year gone by, speak to influencer marketing experts to understand what does the future hold and how is the ecosystem shaping up.</li><li>They also shared with us a few key trends and opportunities that the industry will bring forth as we move forward in 2022.</li></ul>After brands and advertisers slashed their marketing budgets for traditional mediums in 2020, digital marketing took the center stage. Within the hemisphere of digital marketing, social media became a leading channel that drove brand discovery and purchase decisions last year. Influencer marketing also got its due recognition as brands looked for affordable and niche options to reach out to GenZ and Millennials. Marketers also realised that the influencer marketing model is well-suited in a time in which the audience is looking for some inspiration to keep going on, searching DIY videos as they turned home chefs, learning new recipes or focusing on self-care. Creators played an integral role in building a sense of community -- something people searched for when living in isolation.<br /><br />Bolstered by prolonged stay-at-home periods, consumers also steered away from pictures and text and started consuming more videos than ever before. According to Bain and Company, the online video user base in India has increased to more than 350 million people, growing 24% in the last three years. Today, Indian smartphone users spend about 4.8 hours on their devices daily, of which a staggering one hour on average is spent consuming videos, said the report. <br /><br />So, as video consumption scales and attention span reduces every day, influencer marketing offers quick turnaround time and personalisation. Another key factor that attracted brands to this medium is the bond of trust and authenticity that creators share with their fans, giving brands an opportunity to reach out to a niche audience. As a result, the influencer marketing industry has gone through a severe transformation in a short time, becoming a mainstream marketing vehicle. <br /><br />Brands have started looking for agencies that can provide them with interesting campaign ideas rather than just a list of influencers and expected reach. They are more involved in their marketing campaigns and have started exploring creative ideas collectively with the influencers to create engaging content. So, in 2021, we saw brands moving away from ‘one-time associations’ for single posts to actually collaborating with influencers for long-time deals.<br /><br />GroupM and INCA’s study conducted earlier this year also proves how significant influencer marketing is to a marketer today. It said that influencer marketing has become a top priority for marketers this year, as every other leader indicated a budget growth of more than 25% in 2021. INCA’s report further went on to predict 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. As per the report, celebrities corner only 27% of the marketing dollars while a bulk of 73% are taken by digital influencers.<br /><br />Keeping in mind how 2020 and its aftermath in 2021 revolutionised the digital industry, we reached out to a few influencer marketing agencies to understand what does the future hold and how is the ecosystem shaping up. Here is what they said:<br /><br /><strong>Neel Gogia, Co-founder of IPLIX Media: </strong><br /><br />The upcoming year is bringing a plethora of opportunities for existing as well as aspiring influencers and creators. The first and foremost are long-term partnerships. With each passing day, more and more brands are realizing that ROI delivered by influencer marketing is unparalleled. Therefore, they are increasingly investing in influencer marketing, and especially in long-term partnerships. Long-term partnerships help them build advocates and ultimately, increase trust amongst the audience. Apart from that, the regionalization of content will increasingly be gaining momentum in the upcoming years. In fact, global brands and platforms are already experimenting with it. Recently, LinkedIn launched its regional version after almost every major global networking app available in the country across Facebook, Twitter and Clubhouse have already introduced it to support the multiple Indian languages. In this wave of regionalization, the local languages that are gaining popularity are Telugu, Marathi, Bengali, Punjabi, Malayalam, etc.<br /><br /><strong>Dharika Merchant, COO, WORD and Alchemy Group: </strong><br /><br />The influencer marketing industry in 2022 will see a huge rise in the demand for micro influencers. Micro influencers' share in the total industry increased drastically last year due to brands favouring them owing to their higher engagement rates &amp; affordability. The industry is expected to shift to a more data-driven approach which will become the primary reason for the rise in demand for micro-influencers. Brands are now willing to work on branded content with micro influencers due to favourable data and better insights. It also leads to an effortless long-term relationship between the brand and the influencer thereby ensuring an always-on marketing approach. This always-on influencer marketing approach portrays brand loyalty from an influencer point of view and adds onto credibility of the brand and better brand recall.<br />Without a doubt, focus on micro influencers will be one of the leading trends for the industry in the coming year and we’re excited to see how this changes the face of branded content.<br /><br /><strong>Pranav Panpalia, founder, OpraahFx:</strong><br /><br />‘Live streaming’ is all set to emerge as one of the widely accepted and used influencer marketing tools in the coming year. Live-eCommerce as a concept was started in China last year during the pandemic and got popularized amongst other nations. Live-eCommerce is a great way to connect with the right set of target audiences and turn them into ‘customers’ of the brand the influencers are vouching for. This is one of the best ways for brands who are focusing on ‘ROI’ driven campaigns and not on awareness or brand-building. In India, with many start-ups and MSME brands now focusing on performance-driven influencer marketing campaigns, the concept of live-eCommerce will be practiced and this shall disrupt the influencer marketing industry. Brands promoting highly accessible and affordable products and services are more likely to make use of this new concept. Alongside, live streaming is known for enabling better connections between creators, brands, and consumers as it is a more authentic and real-time content piece. It also provides an opportunity for consumers to interact with their favorite creators, thereby there is a larger scope for personalisation, feedback, and results-driven conversations. Currently, the live-streaming concept is highly dominated by gamers, and this trend will soon see a shift. The live-stream feature provides an equal opportunity and benefits to influencers and content creators of all kinds if used strategically and creatively. For eg: Content creator, Viya from China live-streams about beauty, cosmetics, real estate, cars, and rockets; and is gaining immense out of such brand deals. Likewise, we too are soon to witness such a trend in India.<br /><br /><strong>Apaksh Gupta, CEO and Founder, One Impression:</strong><br /><br />While there are going to be plenty of emerging trends that we are expecting to take over the influencer marketing economy in 2022, one particular trend that is going to stand out is the mainstreaming of the metaverse. The way the world of content and social media is evolving, we can easily assume now that the metaverse is here. While the pandemic forced brands to jump on the digital marketing train, newer technological innovation and integration of various platforms to build a virtual ecosystem is bringing the dream of Metaverse closer every day. 2022 is going to witness a lot of investments from brands into mainstreaming the metaverse. We have already seen in 2021 that bigger brands like Nike and Verizon are already initiating their strategies to get a head start in this league from their competitors. Gucci has also launched its limited collection for Roblox letting players customise their avatars in Gucci products. In 2022, we will be witnessing an increase in these numbers of brands who will be deploying technologies like AR/VR with influencers and content creators at the centre of them to promote their products and services.<br /><br /><strong>Rohan Tyagi, VP Strategy and Operations, India - Triller: </strong><strong><br /></strong><br />The advent of technologies like NFTs, Crypto has opened up new engagement and revenue channels for brands. In fact, there is great affinity toward it among GenZ and millennial buyers. Through NFTs, brands can disrupt their markets with new strategies to raise awareness, develop new consumer journeys and increase customer value and loyalty. However, In the decentralized world of Web3, the power has shifted back to creators, and brands looking to leverage technologies like NFTs know that they cant simply buy into the space. Community interest today is driven by creators as a result there will be an uptick in brands partnering with influencers to leverage the opportunities afforded by NFTs.<br /><br />While influencer marketing is a fairly young industry with Metaverse becoming mainstream there is a huge likelihood of it taking off quickly and becoming a multibillion-dollar economy in the virtual world. In fact, this may happen much quicker than we think.<br /><br /><strong>Aayush Tiwari, VP - Talent Management &amp; Music Business, Monk Entertainment: <br /></strong><br />One pretty evident trend is the dominance of short video content. We’ve noticed a wave of crisp crunchable 15-30 seconder bites taking the internet by storm in 2021 already, bound to multiply in the coming years. Factors that act as a catalyst are low entry barrier, easy to make, large-scale consumption. What drives the short video ecosystem is the ability of it getting recreated under the banner of ‘trends.’ Every week, there are hypothetically ten new trends which garner lakhs of videos lifting the consumption and UGC levels to higher levels. Dominant social media platforms like Instagram, YouTube launched their verticals, and new players like MOJ, TakaTak, Chingari entered the game encouraging regional tiers to showcase their talent. Even Netflix launched a short vertical that features the best scenes from their series, which people are binge-ing on the go.<br /><br /> <strong>Vaibhav Odhekar, Managing director India &amp; Middle East, AnyMind Group:</strong><br /><br />Influencer marketing has seen few major changes from the consumer approach towards the whole marketing and influencer segment and monetization of platforms. With the rising social media consumption and engagement, D2C brands across segments have moved towards influencers marketing. As per 'State of Influencer in Asia 2021' report by Antag, the most popular are Art &amp; Entertainment, Food &amp; Beverage and Fashion &amp; Beauty while Finance, health &amp; wellness are also attractive eyeballs and set to become trendsetting in 2022. <br /><br />One of the trends that stood out this year was Influencers creating and launching their own brands, driven by their expertise in a certain field, passion or life experience. Along with Direct-to-consumer and e-commerce, Consumer behavior shifts driven by the pandemic have accelerated trends. We've also noticed a trend of rising social commerce which will stay. Platforms like Facebook, Instagram, YouTube and Twitter have already made such features available in some parts of the world. The report also found out that Youtube is the most used social media platform in India. As we move towards 2022, more trends will see a spike and the ongoing trends will keep growing with the brands' demand.<br /><br /><strong>Sagar Pushp, Co-founder and CEO, ClanConnect:<br /></strong><br />Two major trends are emerging in the influencer marketing sector and will likely dominate in 2022. Firstly, the creator economy will move towards a subscription-led model wherein true fans will be able to pay a sum of money to access exclusive influencer content. Such premium content will not be available on public platforms like Instagram and YouTube. Secondly, the use of NFTs is going to skyrocket over the next year. With NFTs, users can assume ownership of content such as images, videos, or sound clips, unlocking more revenue opportunities for creators.<br /><br /><strong>Pulkit Agrawal, Co-Founder &amp; CEO, Trell: </strong><br /><br />Two words: Social Commerce. While the pandemic has given a massive push to India’s creator economy, the industry will thrive in 2022, with newer shopping and engagement models being adopted across the ecosystem. India’s GenZ and millennial shoppers are now harder to reach through traditional media channels and prefer social media networks to make purchase decisions. Hence, brands now want to integrate social and commerce to drive higher awareness, consideration, and sales. Further, Vertical videos are bound to take the centre stage in the coming year, which means long-form or episodic content will create opportunities for influencers to integrate brands into their content with the help of data-driven insights- brands and influencers will churn more personalized content for their followers’<br /><br />The rise of social commerce in India will also give a fillip to digital-first brands while opening up newer avenues for influencers to monetize from brand collaborations, making it a full-time profession. With this, the industry is all set to create transforming shopping experiences and become more interactive, immersive, and entertaining. Live commerce is one of such innovations where an influencer demonstrates product usability in a live video setting, driving higher visibility, excitement, and loyalty for consumers.<br /><br /><strong>Gautam Madhavan, CEO, Mad Influence:</strong><br /><br />Short Video and Live Stream will dominate in the influencer marketing industry. Consumers are becoming restless in watching long format videos - hence they want to consume on-the-go type of content. Original Content will be one of the key factors driving this. Content Quality and content authenticity is something consumers will be wanting.<br />

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