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<ul><li>A recent report by <keyword id="3359665" type="General" weightage="20" keywordseo="redseer" source="Orion">RedSeer</keyword> has estimated that there are 240 million short-video users in India, a number that is predicted to grow even further to at least 575 million by 2025.</li><li>The last few years have democratised content creation and given rise to short-video influencers.</li><li>In an exclusive column, <keyword id="6887389" type="General" weightage="20" keywordseo="apaksh-gupta" source="Orion">Apaksh Gupta</keyword>, CEO &amp; Co-founder, One Impression tells us a few factors that have led to the immense growth of these short-video platforms and what the future holds.</li></ul>The world of social media and digital marketing is constantly evolving and finding new horizons to accommodate and monetise the massive growth in the <keyword id="10896897" type="General" weightage="20" keywordseo="creator-economy" source="Orion">creator economy</keyword>. The data revolution in India brought along with it a new space for people to consume, create and monetise content. With a population of over a billion,<a href="https://www.statista.com/statistics/262966/number-of-internet-users-in-selected-countries/"> India has the second-largest number of internet users in the world at 526mn</a>. With such strong figures, India has become the go-to-market for various social media apps. While Facebook and its owned platforms hold a major share of the pie, it is the new homegrown short-form video apps that are increasingly becoming popular with smartphone users. The phenomenal success that these apps have gathered in the country, forced other long term giant players to accommodate these changes within their apps. <a href="https://musically.com/2021/10/25/india-240m-users-short-video/">According to a recent report by RedSeer</a>, it is estimated that there are 240 million short-video users in India. This is around 40% of smartphone owners and it is predicted to grow even further to at least 575 million by 2025. While the short-form video app concept was introduced by Tiktok, it is the homegrown apps that are leading the way. <keyword id="6393600" type="General" weightage="20" keywordseo="Josh" source="Orion">Josh</keyword>, Moj, Takatak have now become household names in India. So what has fuelled this growth? It is often said that short-form video platforms are the most democratic way of creating content. This is because they have brought the content creator, residing within most of us, out in the open. Without having to spend on expensive setups and spending too much time, people started trying out these apps as an outlet to unleash their creative side to the world. Creators like <keyword id="9809441" type="General" weightage="20" keywordseo="yashraj-mukhate" source="Orion">Yashraj Mukhate</keyword>, <keyword id="12784332" type="General" weightage="20" keywordseo="saurabh-gadhge" source="Orion">Saurabh Gadhge</keyword>, Awez Darbar, <keyword id="8944292" type="General" weightage="20" keywordseo="saloni-gaur" source="Orion">Saloni Gaur</keyword> started off their influencer journeys with short-form videos and are now popular names associated with India’s creator economy. The audiences also accepted fun snackable content that psychologically did not use much of their time in their busy lives. While one can’t deny that the pandemic has accelerated video content consumption globally, it also locked people inside their houses. Before the pandemic, the Indian creator economy was majorly centred around YoutTube. However, creators quickly started to move to these short-form video apps, purely because they saved time, were easy to make, and had high engagement rates. The ease of usage is also another factor that has led to more and more people joining these platforms. Earlier, to make a quality content video for YouTube, creators used to either learn to edit or hire editors and cameramen for it. However, this was not the case with short-form videos, they offered a simple interface with all the editing options required and allowed the creator to make multiple videos in a day. Though all these reasons contributed to this growth, one of the most important aspects of the success of short-form videos is the realisation by brands and marketers of the potential these platforms had. A majority of the short-form video app users don’t come from the Tier-1 cities, which have always been easier for brands to penetrate, compared to Tier-2 &amp; 3 cities. Short-form video content has more acceptance in Tier-2 &amp; 3 cities and this gives brands a chance to make their way into the regional markets. With social media marketing through these apps, creators found a way to monetize their content, and brands got different ways to directly reach their potential customers. This realisation by brands brought in the big bucks and appreciation for these content creators for whom making content was not a full-time job. <a href="https://www.digitalinformationworld.com/2021/10/googles-desktop-search-result-pages.html">The impact that these short-form video platforms have created on the whole social media industry is so huge that even bigger players like YouTube and Google have built their own versions.</a> With such a huge impact in the digital space, one can easily say that short-form video platforms are the future of the creator economy and will pave the way for newer ways for brands to reach their target audience.

Short-form videos, long reach: The new creator economy playground

<ul><li>Currently, in its beta stage, the platform is designed to solve complex end to end <keyword id="2540701" type="General" weightage="20" keywordseo="influencer-marketing" source="Orion">influencer marketing</keyword> requirements for brands.</li><li>The platform has been uniquely built to work with influencers both directly, or via their managers and talent agencies.</li></ul><keyword id="6556146" type="General" weightage="100" keywordseo="one-impression" source="Orion">One Impression</keyword> today announces the launch of One Impression Platform - a product designed to solve end to end influencer marketing requirements for companies ranging from large enterprises to young startups. Packed with extremely powerful features, the platform is a full-stack solution that solves the key industry problems including discovery, access, pricing, fulfillment and tracking of influencer campaigns. It is currently in its beta stage. The platform has been uniquely built to work with influencers both directly, or via their managers and talent agencies. Hence, it offers a one-stop ecosystem for brands to work with creators, ranging from top celebrities to micro/nano-influencers. With the platform in place, working with influencers will be much faster, scalable and easier. The platform will also help brands tremendously improve ROI by helping access data that was previously unavailable. Post the review and success of the beta version, One Impression is expected to roll the full version over the next quarter. Commenting on the launch of the platform, <keyword id="6887389" type="General" weightage="20" keywordseo="apaksh-gupta" source="Orion">Apaksh Gupta</keyword>, CEO &amp; Co-founder of One Impression says, “The creator economy is growing substantially both globally and in India. Social platforms &amp; brands realise the importance of third party credibility as well the reach and relevance influencers bring to the table. We see increasing investment of time &amp; energy from brands in creating influencer led solutions and are extremely excited to launch the beta version of our platform to help brands interact and engage with the right influencers. With a vast pool of influencers and technologically advanced tools at their disposal, brands can now devise their campaigns with creators of different genres and specialities. With the platform, we aim to bring the entire influencer ecosystem under one roof, easily accessible for all.” With a pool of over 14 million influencers on the platform globally, One Impression is the largest influencer network in Asia and amongst the top ones globally. The platform assists brands in easily finding influencers relevant to their niche basis key data points. The platform further helps brands to access these influencers, get negotiated prices, and finalise contracts, on the platform itself. Top brands across the country leverage One Impression to drive various business objectives ranging from sales, customer acquisition to product launches. The passion economy has been steadily growing in India with more brands actively jumping on the influencer marketing wagon. With the growth in active social media users in India, new social platforms have emerged catering to different sets of audiences. Subsequently, with the rise in the number of platforms, the number of creators on these platforms has exploded and brands are taking notice. The platform will bring everybody under a connected ecosystem.

One Impression launches a new platform to help brands solve end-to-end influencer marketing requirements

How kids influencers in the age group of 10-12 are wooing brands

<ul><li>Influencer-led marketing has been the hottest trend this year and has grown at an unprecedented rate.</li><li>Budgets for digital media have grown from less than 5% to over 50%, in some cases this year.</li><li>The most obvious question is, what’s causing the budgets to swell at such a high rate? Apaksh Gupta, CEO, One Impression answers. </li></ul>Just five years ago, could you possibly imagine that by creating digital engaging content on social media, you could get famous? More so, make a great livelihood out of creating content? Look around and you will realise that content creators aren’t just making great money but some of them have turned into millionaires in a really short amount of time. To many, these creators are living the dream life with just about everything that a person could ask including fame, money, travel or lifestyle. The question is, where is all this money coming from? For those of you who are active on social media, you might know the right answer. Let me guess, the largest of brands from across the world including the likes of Nike, Coca Cola, Unilever are heavily investing a large part of their marketing dollars into this new way of reaching and engaging customers -- influencers. Influencer-led marketing has been the hottest trend this year and has grown at an unprecedented rate. With millions of content creators around the world, brands are creating and distributing user generated content at scale in extremely creative yet cost effective ways. While influencer partnerships started in a small way just about 5 years ago with no dedicated budgets for influencer campaigns, brands have been quick to realise the ROI the channel is driving for them. Brands across FMCG, Retail, Ecommerce, Internet, Gaming, Automobile and more are aggressively increasing their spends on influencer partnerships. Budgets have grown from less than 5% of the digital spends just about three years ago to over 50% in some cases this year. Marketers have started incorporating dedicated spends on influencers in their yearly marketing plans. The most obvious question is, what’s causing the budgets to swell at such a high rate? While the answer lies in the details, it’s also imperative to look at the broader picture. Between 2014 and 2019, internet penetration has drastically increased, smartphone prices have exponentially decreased and camera quality is at an all time high. All this has given rise to a whole new generation of content creators globally, talking about diverse topics ranging from beauty, mental health and fitness to food, fashion and lifestyle. Technology advancement has also given way for large amounts of content to be created in both national as well as regional languages along with the birth of new formats such as short videos taking over the world in a frenzy, making it easier than ever for anyone around the world to become a quality content creator.. All these trends put together are opening up the massive world of influencer led marketing. In 2019, brands across categories continue to invest budgets ranging from just about $50,000 annually leading up to $5 Million and more on influencers. A major chunk of the money is spent between influencers on Instagram and YouTube worldwide but new age platforms such as TikTok are also quickly catching up. Aspirational and experiential categories such as beauty and gaming are considerably more bullish on their <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">influencer marketing</keyword> spends with over 25% of their digital budgets being invested into the channel. Another huge trend that has recently emerged is how brands have started looking at long term partnerships with key influencers rather than one off campaigns bringing more money and stability into the ecosystem. Many new age brands around the world have proved the mettle of the channel with millions of dollars in revenues, only backed by influencer advocacy on social platforms. Recently, we even saw a billion dollar plus takeover of the Kylie Jenner led beauty brand, Kylie Cosmetics showcasing how influencers are driving commerce. Some critics continue to question the longevity and effectiveness of the channel, but if you analyse the data, influencer marketing has just begun to build momentum. We clearly foresee innovation in models of brand partnerships, more content formats, newer social platforms and better content tools helping more people around the world create great content. All this will only lead to more social engagement and more brands jumping in a stronger way with larger part of their annual spends going into influencers in a more structured and effective manner. The future for influencers seems long and strong. - By Apaksh Gupta, CEO, One Impression

Why brands are still betting big on influencers

<ul><li>With the advent of social media applications such as <keyword id="6762469" type="UNKNOWN" weightage="20" keywordseo="TikTok">TikTok</keyword>, Helo, Firework, there is an increasing demand for influencers. </li><li>As the <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">influencer marketing</keyword> industry touches a new peak this year, we speak to Apaksh Gupta, CEO and Founder, <keyword id="6556146" type="UNKNOWN" weightage="20" keywordseo="one-impression">One Impression</keyword> to understand how the agency network has sprung up, what will drive the market’s growth this year, and his plans to launch a new reverse-agency-approach. </li></ul>Influencer marketing has dramatically grown over the last few years because of its massive reach, ability to garner eyeballs and to cater to the largest age group in India - millennials. It has transformed from an undervalued profession to a $150 million industry in India. With this rising demand, a lot of influencer marketing agencies and networks have sprung up. One Impression was one of the top performing agencies in India last year. It grew at the rate of 900% Y-o-Y and became a $3 million network. It has connected with 60,000 influencers so far, built a global pool of 12 million people, and maintained a 96% client-retainment score. 25% of its business comes from outside India, which is a mix of US, New Zealand, Australia, East Africa, Malaysia. It will soon launch new offices in Singapore and the US. As the influencer marketing industry reaches its tipping point, One Impression is aiming to grow by 10X this year. Apaksh Gupta, Founder and CEO, One Impression said the plan to reach its goal is two-fold. The agency will expand its geographical presence and integrate deeper into its client network. Telling us what will help the network achieve this robust goal, Gupta said, “We are now trying to look at international markets very aggressively. So we're talking to a few partners who could help us integrate into the US market very fast. And two, in India, we work with almost all the large companies from Uber, Paytm, Oyo to Zomato. The goal now is to integrate deeper within the same network and also grow from 150 to about 500 clients within the next financial year. That should take us to a business of about more than a hundred crores rupees for the next financial year, which is what we're targeting.” One Impression is also planning to launch a new project called <keyword id="8804758" type="UNKNOWN" weightage="20" keywordseo="one-sponsor">One Sponsor</keyword>. Right now, the brand reaches out to the agency with a brief and they later identify the perfect fit. However, Gupta will now reverse the process. He will come up with a media plan according to the talent’s best fit, pitch to the brand and aim for sustaining the partnerships for a longer period. This idea came to Gupta after they cracked a partnership deal with Humans of Bombay for a crowdfunding platform, and helped them raise Rs 25 lakh overnight. He followed a reverse process; went to Humans of Bombay with a plan for its influencer and ended up signing a Rs 1 crore contract between both parties. Elaborating on how this opposite system will be beneficial for both the parties, Gupta said, “Now what we're trying to do is identify a lot of high quality influencers early on who haven’t become stars that everybody knows about, but have very good quality engagements and content. We will essentially take them to brands, when we want to. For example, we will identify a few good influencers, map each influencer to the right 10 brands that would be a great fit for them, and we will go to all the brands and try to partner for a year-long contract with each brand. This also means that brands might not have a specific campaign in mind when we do that, but they will still partner with somebody just because they can become advocates of the brand. It is more of a community building sort of exercise for brands.” One Sponsor will help micro-influencers to set a clearer path, grow at a faster pace and will make sure that content remains at the core, while the brand later integrates seamlessly. Revenue Model One Impression starts by digging deep into the influencer’s social media network and maps out its potential according to the influencer’s reach, consistency in growth and content type. The basic minimum the agency looks for is 1000 followers and doesn’t charge the influencer for becoming a part of the One Impression family. It earns about 10-20% from the client’s budget after the campaign is executed. Gupta explained, “So when a brand comes to us with a query, we draft a plan that will fit in our network of influencers. After an approval and receiving a budget, we will execute the campaign and the influencers will get paid after that. For example, if we get paid Rs 10 lakh, which is the total cost we might have incurred, the influencer will get somewhere between Rs 8.5 lakh, that they will get paid after the campaign is over. We will get Rs 1.5 lakh from that entire spent.” One Impression doesn’t interfere too much in the influencer's usual or branded content. Its core role is to crack brand deals and leave it be. However, it does support them if they seek out for help. “We've seen the best content happening when you let influencers do what they do, until the influencers are curious and need help. In that case, our team has an influencer specialist network, they work with them, and guide them by sharing other content pieces we are creating with influencers,” said Gupta. Key trends to watch out for The influencer marketing industry is only pegged to grow. More so in the smaller markets. Gupta says newer categories are realising the potential of Tier II and III markets and influencer marketing is the perfect solution to persuade them. Influencer marketing has also helped a lot of new social media platforms like TikTok, Helo, Pinterest, Firework grow. Discussing the foreseeable trends, Gupta said, “I think a lot of new social platforms are adopting and entering India, a lot of regional work is happening. So platform diversification will happen heavily. Regional influencers will become very important.” He further said that content quality will improve as there is cut-throat competition in the industry and constantly rising consumer expectation, which will push influencers to perform better. “So far, the influencer content was very straightforward, wherein a brand went with an influencer who advertised but I think that's not being accepted by audiences very well now. Content relevance is important to the money that the brand puts in. Humour will become important, newer styles of content might become important, but content will become more engaging and innovative,” said he. Last but not the least, Gupta predicts to see more micro-influencers in demand as consumers trust them and the partnerships will extend for longer duration than just a fling.

One Impression eyes to grow by 10X this year after becoming a $3 million platform in 2019

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

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

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

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

<ul><li>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>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. 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. 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. 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. 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. 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: Neel Gogia, Co-founder of IPLIX Media: 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. Dharika Merchant, COO, WORD and Alchemy Group: 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. 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. Pranav Panpalia, founder, OpraahFx: ‘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. Apaksh Gupta, CEO and Founder, One Impression: 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. Rohan Tyagi, VP Strategy and Operations, India - Triller: 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. 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. Aayush Tiwari, VP - Talent Management &amp; Music Business, Monk Entertainment: 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. Vaibhav Odhekar, Managing director India &amp; Middle East, AnyMind Group: 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. 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. Sagar Pushp, Co-founder and CEO, ClanConnect: 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. Pulkit Agrawal, Co-Founder &amp; CEO, Trell: 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’ 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. Gautam Madhavan, CEO, Mad Influence: 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.

Influencer Marketing: Trends to watch out for in 2022

<ul><li>As we enter a brand new year, we want to crystal gaze into what the year holds for us.</li><li>In today’s feature, experts from the <keyword id="2540701" type="COMPANY" weightage="20" keywordseo="Influencer-marketing">Influencer Marketing</keyword> Industry tell us a few key trends and opportunities that the industry will bring forth as we move forward in 2021. </li></ul>2020 pushed businesses of various kinds and sizes to experiment with digital solutions as all activities from attending concerts, and birthday parties to fitness sessions moved from the physical realm to digital. After the COVID-19-induced lockdown, with TVC shoots on hold and people stuck at homes, brands realised that the influencer marketing model is well-suited in a time in which the audience is looking for some inspiration, searching DIY videos, learning new recipes or focusing on self care. This posed a good opportunity for brands and influencers to engage with their audiences with impactful messaging. Brands realigned their strategies, opened up their budgets for digital media to leverage the rising demand for influencer marketing. Today, Indian audiences are watching more online videos than ever before. Nielsen studies show that home-bound consumers have led to a 60% increase in the amount of video content watched globally. The number of live video sessions conducted on social media platforms by content creators also hiked in 2020. As per Facebook US, in the first months of the pandemic alone, the number of users watching live video increased by 50% and the platform launched additional features to support video creators. There was also a shift in perspectives and communication tone -- driving away from superficial, in-your-face, sales-driven content to a more meaningful, two-way and purpose-driven conversation. More content creators and brands started talking about the causes they believe in. To weather the storm of trimmed advertising budgets in the first half of the year, influencers turned to alternative revenue sources like selling merchandise or launching direct-to-consumer products. As a result, COVID has spawned strong growth in influencer marketing and creators have cemented their position boosting consumer trust in 2020. Keeping in mind how 2020 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: Anuja Deora Sanctis, Founder and CEO, Filter Coffee Co: <div type="image" title="Anuja Filter Coffee" msid="80100767" hostid="261"></div> Influencers this year have used a variety of features to promote brands. There was an increased focus on short Video content, especially Reels, as it is being heavily promoted by Instagram and is cost-effective compared to long videos, providing more authenticity and engagement. Driving brand advocacy through genuine users and exploring varied types of influencers from different walks of life also saw great engagement and growth. For example, for one of our clients in skincare, we collaborated with Face Yoga Expert, Nutritionist, Chefs, and that benefited the brand a lot. The one trend that will grow massively in 2021 will be the rise of Micro &amp; Nano influencers. This is mainly due to high engagement, authenticity, and low-costs and is relevant in the current scenario as most brands have slashed budgets. Apart from the trends in general for influencers, one area where it is really working is skincare and cosmetic brands. Influencers are able to display the benefits and usage of products, so in a lockdown situation, where people cannot go and try the product, they are totally buying what the influencer is saying. Also, because of the way lifestyle e-commerce has developed, like Nykaa, Amazon, etc, to drive traffic to these platforms, you need swipe-up links through stories. Since not many brands have 10,000 followers, they are dependent on influencers to push traffic to their website and drive CTA. This trend is termed Influencer Commerce and I foresee it being one of the most demanded categories next year. Viraj Sheth - Founder and CEO, <keyword id="9491005" type="COMPANY" weightage="20" keywordseo="monk-entertainment">Monk Entertainment</keyword>: <div type="image" title="Viraj Sheth Monk-e" msid="80100797" hostid="261"></div> The biggest trend in influencer marketing in 2021 is going to be creators becoming founders and brand owners. So far, creators have only been resorting to platform revenues and brand deals as major sources of revenues. Although, in 2021, we are going to witness a huge wave of content creators building value-adding brands which are not just selling merchandise but products and services of all varied kinds. We are also going to start observing big brands partnering with creators on equity deals which will incentivise creators to build much deeper, valuable relationships with the brands. Neel Gogia, Co-founder, <keyword id="9617651" type="COMPANY" weightage="20" keywordseo="iplix-media">IPLIX Media</keyword>: <div type="image" title="Neel Gogia" msid="80100803" hostid="261"></div> 2020 has been like a catalyst for the growth of Influencer Marketing in India, not only we explored lots of new content creators but more brands also showed interest in working with influencers for their respective goals. We can expect a trend where more brands heavily focus on the strategies of their influencer marketing campaigns. Gone are the days where you can just hold a product and click a selfie to promote a brand. I feel both influencers and brands will evolve and explore creative ideas collectively to create engaging content. Brands will work with agencies who provide them interesting campaign ideas rather than just a list of influencers and expected reach which happens most of the time. This will make them stand out from other branded content which is already out there and might not be engaging to the audience. Apaksh Gupta, Founder &amp; CEO, One Impression: <div type="image" title="Apaksh Gupta, CEO, oneimpression" msid="80100881" hostid="261"></div> 2020 has changed the perspective of both brands and influencers, leading to a paradigm shift in functionality of influencer marketing. A trend that the ecosystem is harping on and that undeniably is gaining momentum, is the content consumption pattern. Steering away from pictures, people are consuming more videos than ever. They like to be updated with influencers’ lives, which creates space for smart product integrations that brands are now leveraging! Well established platforms like Reels, YouTube, Facebook coupled with new-age ones like Triller &amp; Moj have attracted avid video lovers to create and share short-format videos. In fact, live sessions have been devoured all the more, due to the content relatability and authenticity. Additionally, audio format content (podcasts) has started booming, and we may see it becoming as powerful as videos, in 2021! Ankit Agarwal, Founder, Do Your Thng: <div type="image" title="Ankit Agarwal, Founder, Do Your Thng" msid="80100887" hostid="261"></div> 2020 was the most sobering of realities. It was also the year the rest of the world discovered Dalgona coffee, TikTok got banned, and influencer marketing went to its grassroots. The black swan of 2020 awoke businesses to the power of social platforms and content creators. Creators restored their focus on delivering content that adds genuine value. They also played an integral role in building a sense of community; something people searched for when living in isolation. From a marketing standpoint, we saw a momentous shift from sales-driven campaigns to social good and charities. The lockdown and work from home, which we took to like ducks to water, pushed the needle on one more front. Marketers started bringing in influencers into the creative conversation earlier. Something, we’d been pushing for years. Brands also recognized that creators are more than a vehicle for sales. They can be credible communicators and excellent platforms to listen to changing consumer desires. As our co-founder, who we onboarded recently, Hemant Dua, Ex-CEO of Delhi Daredevils, affirms, the year was a bellwether for what lies ahead. We have ventured through the backwoods, and are finally headed to a more well-travelled path. Both our product and team saw dramatic growth. We’re closing at almost 4 times to what we were last year. As for 2021, I feel it will be a content and creator moment. Till now, brands gave credibility to creators. In the time to come, creators will bring credibility to brands. Shahir Muneer, Founder and Director, Divo: <div type="image" title="Shahir Muneer, Founder and Director, Divo" msid="80100899" hostid="261"></div> Divo has been at the forefront of influencer marketing since the beginning of this segment around 2017. While we have seen tremendous growth ourselves in excess of 100% growth year on year since then, here are few trends for 2021 that we see around the corner. Outcome or engagement-based model: There is a good number of brands/advertisers who have been using influencer marketing for well over 2 years now, and while influencers have so far been limited to scrutiny on their creative or content and their basic stats like followers, reach. We will see multiple advertisers look at the historical data and see what outcome like installs or sales they got via these influencers, and set the price or even inclusion into campaigns. Engagement rate will be a key parameter going forward and purely a high follower count won't suffice. While a shift from paying upfront to an affiliate or performance-based pricing model is not likely immediately, but that is where we are headed to in the future, and this is the beginning for it. Hence it's not enough for influencers to make interesting content, but also be able to engage with their audience and make it a 2-way conversation. Ramya Ramachandran, Founder &amp; CEO, Whoppl: <div type="image" title="Ramya Whoppl" msid="80167495" hostid="261"></div> It is interesting to note how influencer marketing was such a defining phenomenon in the year 2020. Now that brands have fully realised the kind of credibility and cachet that influencers bring to the forefront, one can only wonder how they will now spread their eventual overarching bosom and become an indispensable must-have for a holistic marketing endeavour. 2021 will see the rise and prominence of commerce-led influencer marketing, which will make it imperative for influencer-curated content to drive a relatable conversion. Brands would now like to see how an influencer churns out content that is authentic, and how that content is so relatable that it will lead to a sure-shot, subsequent conversion. If content was King all this while, 2021 will be a game of chess where ‘relatable content’ is the Queen. Kunal Kishore Sinha, Co-founder, ClanConnect: <div type="image" title="Kishore ClanConnect" msid="80113607" hostid="261"></div> Gone are the days of creating content just for the sake of it. 2021 will be all about content with context. The number of influencers in India has witnessed explosive growth over the past year. Content which is not relatable, won’t get the desired engagement. So, the trick is to understand the context, get the background, and then create content that hits just the right mark. How can influencers gain this context? By getting the right insights through data analysis. The purpose of influencer campaign, at the heart of it, is creating engaging, interactive content for the consumers on behalf of a brand. Data analysis can present a wealth of insights about the audience base, the kind of content that has worked for them in the past, popular topics keywords searched by consumers, and more, allowing influencers to create content that will have a deeper impact and achieve the highest ROI. Context backed by data will, then, be the mantra of influencer activity in 2021. Prashant Sharma, Chief Marketing Officer, Nofiltr Group: <div type="image" title="prashant-sharma-nofiltr" msid="80118072" hostid="261"></div> Influencer marketing was a highly likely outcome of the pandemic, not only because of the availability of the campaign but also because of the changing way among the audience to receive communications. Demand is shifting, and both brands, as well as content creators, need to understand more about the value of content and what needs to be out in the market to captivate the attention of their targeted audience so as to thrive in a post-covid world. We are expecting that influencer marketing is here to stay and grow more and more. Brands have started relying more on content creators now to communicate their message to consumers in a more natural way, to maintain their relevance and meet their target audience online. Just because of this, content creators will have an upper hand. The industry of Influencer marketing is on track to become a $15 billion dollar industry by 2022 and it shows no sign of slowing down at all. Influencer marketing is going to be a game-changer in the times to come. 2020 literally gave a platform to several new content creators and brands also did not shy away from leveraging their skills and popularity to their own benefit. A massive trend that we can expect to witness moving forward is how brands will merge content marketing, influencer marketing and social media marketing. They will focus more on finding and partnering with those influencers who share similar values as themselves and will enter into long-term relationships with them, rather than onboarding them on a contractual basis. As for the content creators, they will be creating more audio and video content. So podcasts will become the next big thing along with the likes of Instagram Reels. Also, micro-influencers will emerge in huge numbers who do not have many followers but enjoy the popularity amongst a niche audience. Such influencers will help brands find their foothold with the specific group of people who would align with the goals of the brands. And the best part about such micro-influencers is that their audiences frequently engage with them. How events unfold will be interesting to watch.

Influencer Marketing: Trends to watch out for in 2021

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

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

<ul><li>In February 2019, Alugh won a popular reality TV show Splitsvilla XI along with Shruti Sinha. </li><li>The journey started in 2016 when he left his job as a marketing consultant in Delhi for a TV show called Roadies. </li><li>But his marketing background gave him an idea about how to put his fame to good use. </li></ul>What’s life like for a <keyword id="3001553" type="PERSON" weightage="20" keywordseo="Social-Media-Influencer">social media influencer</keyword>? Thousands of followers, free food at luxurious restaurants, free travel to exotic places, lots of gifts and glitzy brand endorsement deals. It certainly looks like they are living it up. “That’s true,'' said <keyword id="4925496" type="PERSON" weightage="20" keywordseo="gaurav-alugh">Gaurav Alugh</keyword>, a reality TV show winner and a social media influencer with 140k followers on his Instagram. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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 In February 2019, Alugh won a popular reality TV show Splitsvilla XI along with Shruti Sinha. MTV’s Splitsvilla features a group of men and women who participate in a series of tasks to find true love. It is on the same lines as Australia’s Love Island. Whether he found love or not is not known but Alugh found his pot of gold. Even as his TV career took off, yet another source of money came from brands that he endorses to his many followers. He recently promoted a range of male grooming products StudioX got 5,759 views. His average monthly average views ranges between 25000- 30,000. Gaurav has been a social media influencer since five years. He endorses fashion and lifestyle brands along with his own acting projects. The journey started in 2016 when he left his job as a marketing consultant in Delhi for a TV show called Roadies. He did not win the title but made it to the grand finale. But his marketing background gave him an idea about how to put his fame to good use. “My Instagram followers who were about 500, skyrocketed to over 55k as soon as I appeared on Roadies. Guess appearing on television adds a lot of followers. People want to follow you and know everything about your life. So I thought why not monetise it. I started endorsing brands,” he told Business Insider India. In 2016 he promoted several brands. But fame is fickle. After he left the show, thousands of followers quit him too. “Everybody wants to follow you as long as you are on a reality show. But as soon as the show wraps up the engagement number shrinks,” Alugh said. Gaurav hired a marketing agency One Impression later which helped streamline his income. He also shot back to fame again when he participated in Splitsvilla XI. When he was on the show—- his follower base increased to 100k. Currently, Gaurav promotes fashion and lifestyle brands including Bata India, Paresh Lamba Signatures, U Tropicana Resort Alibaug, and Swatch India. He has also done several acting project with top production houses including Qayamat ki raat with Balaji. "Latest is Alt Balaji’s Ragini MMS Returns 2," he added. 
 
 
 
 
 
 
 
 
 
 
 
 
 
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 “Influencers with a transnational audience and millions of followers charge 6 to 7 digits for a marketing campaign. A micro influencer whose audience is in thousand charges nearly ₹6,000 for their services. On an average, influencers earn ₹20,000-30,000 a month. However, there are people who earn ₹800,000 or even a crore in a month,” said Apaksh Gupta, Founder &amp; CEO of an influencer marketing solution One Impression. In just a few years Gaurav’s income swelled by 4 times, said Gupta. Social media influencing has turned is the lucrative for influencers, brands and way to earn big money for influencers, marketing agencies and brands alike. In 2019, as much as <a href="https://www.businessinsider.com/the-2019-influencer-marketing-report-2019-7?IR=T">brands spent $8 billion </a>was spent on influencer marketing. The global influencer marketing is expected to hit $20 billion by 2020, with India accounting to about $75 -100 million. But for an influencer, it is not as easy as clicking and posting. “When someone starts influencing digitally, they may not make any money but you will have to invest a lot more time and dedication towards what you are giving to your audience. But I know many Instagram influencers who are not able to differentiate between virtual and real life. They suffer from mental illness and depression when they lose follower,” Alugh told Business Insider India. SEE ALSO: <a href="https://www.businessinsider.in/careers/news/check-out-these-latest-job-openings-in-advertising-and-media/articleshow/71885304.cms">Check out these latest job openings in Advertising and Media</a> <a href="https://www.businessinsider.in/entertainment/news/exclusive-motu-patlus-creators-eye-the-big-fat-chinese-cartoon-market-with-5-new-shows/articleshow/71887606.cms">EXCLUSIVE: Motu Patlu’s creators eye the big fat Chinese cartoon market with 5 new shows</a> <a href="https://www.businessinsider.in/entertainment/news/priyanka-chopra-gets-trolled-for-wearing-a-mask-and-commenting-on-delhis-air-quality/articleshow/71885449.cms">Priyanka Chopra gets trolled for wearing a mask and commenting on Delhi’s air quality</a>

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