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<ul><li>Buzzoka has released a report analysing the <keyword id="2540701" type="COMPANY" weightage="20" keywordseo="Influencer-marketing">influencer marketing</keyword> landscape in India. </li><li>As per the report, 71% of marketers think content control will be one of the top challenges for influencer marketing in 2021. </li></ul>2020 was an unusual year both for the world as well as for the <keyword id="10950362" type="UNKNOWN" weightage="20" keywordseo="influencer-marketing-ecosystem">Influencer Marketing Ecosystem</keyword>. While the world was stuck in a pandemic and most of the advertising spends either went on hold or were curtailed, influencers too faced the heat globally as well as in India. To help understand the market sentiment today, Buzzoka has launched the 4th Edition of Influencer Marketing Outlook. It takes a closer look at the influencer marketing landscape and its impact on consumer-facing brand communication and marketing, as viewed by brands, agencies and startups across India. According to the report, Instagram, MX Takatak and YouTube are expected to be the top three platforms for Influencer Marketing in India in 2021-22. <div type="image" title="buzzoka insight" msid="81567048" hostid="261"></div> Here are a few more key Highlights of 2020-2021 <ul><li>Instagram leads as the primary choice of brands in 2020 with 82% of Marketers choice. This is followed by YouTube at 41%.</li><li>64% brands spend less than $100,000 per year on influencer campaigns. However, 15% brands went above $1,000,000 per year</li><li>38% Brand Custodians feel Influencer Marketing is becoming more important with each passing year due to Better Reach and Engagement.</li><li>82% Marketers believe Instagram has been the most effective influencer marketing channel in 2020 whereas only 5% incline towards Facebook.</li><li>According to 72% Marketers Influencer Marketing is the fastest growing online customer acquisition method whereas 4% still believe Email Marketing is.</li><li>Indian Short Video Apps are Over Priced which is a challenge faced by 45% Brands.</li><li>55% Marketers have not successfully executed an influencer marketing campaign on any of the available DIY Tools whereas 40% have tried to but were not Satisfied.</li></ul>Forecast for 2021-2022: Market Potential <ul><li>According to the brand custodians, the top three platforms in 2021-2022 for Influencer Marketing will be Instagram (94%), Mx Takatak (52%) and YouTube (52%).</li><li>45% Marketers think Mx Takatak will be very effective to drive influencer marketing in Tier 1 &amp; Tier 2 Markets.</li><li>53% Brand Custodians feel Instagram Reels cannot become an effective alternative for TikTok in the coming year.</li><li>70% Brands feel Common people have an extremely important role in the influencer marketing ecosystem in the coming years.</li><li>51% Marketers feel Influencer Marketing is ready for a DIY Product Revolution.</li><li>87% Brand Custodians feel 2021-2022 will be the year for Influencer Marketing as 2001-2022 was for Digital.</li></ul>

Instagram, MX Takatak and YouTube are expected to be the top three platforms for Influencer Marketing in India in 2021-22: Buzzoka

<ul><li>Buzzoka, an <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">influencer marketing</keyword> company, launched the third Edition of Influencer Marketing Outlook</li><li>According to the report, Instagram leads as the primary choice for brands in 2019 at 82%, followed by YouTube at 41%</li><li>Buzzoka surveyed 237+ brand custodians including agency, marketers and brand folks across the Indian Marketing Ecosystem</li></ul>Buzzoka, an influencer marketing company, launched the third Edition of Influencer Marketing Outlook. According to the report, Instagram leads as the primary choice for brands in 2019 at 82%, followed by YouTube at 41%. The brand custodians chose Instagram (94%), TikTok (52%) and YouTube (52%) as their top three platforms for Influencer Marketing needs in 2020. 80% of the brands are also planning to spend more on influencer marketing because of the high business impact of their past campaigns. When asked what would be the top challenges that brands are expecting to face in 2020, they rated ‘content control, influencer discovery, and finding new ways to work with influencers’ on the top. Sharing what else we can expect in 2020, <keyword id="6131169" type="PERSON" weightage="20" keywordseo="ashutosh-harbola">Ashutosh Harbola</keyword>, Co-Founder Buzzoka, said, "The world of influencer marketing is evolving faster than we could ever imagine. Today’s strategy is tomorrow’s tactic in this new world. We are glad to unveil our third annual survey that provides some unique insights about influencer marketing industry in India. We believe that the key for future brand custodians will be not to follow any set template for their influencer marketing campaigns but keep discovering what more each partnership can offer.” The annual survey looked at today’s influencer marketing landscape and its impact on consumer-facing brand communication and marketing, as viewed by brands, agencies and startups across India. Buzzoka surveyed 237+ brand custodians in the month of December 2019. The brand custodians included Agency, Marketers and Brand folks across the Indian Marketing Ecosystem. Look Back at 2019 and how it shaped Influencer Marketing<ul><li>64% brands spend less than $100,000 per year on influencer campaigns. However, 18% brands went above $1,000,000 per year</li><li>76% brand custodians feel that influencer marketing has ironed its position in the digital marketing mix </li><li>43.8% percent brand custodians believe that influencer marketing helps in generating word of mouth. Another 31.2% consider it a good way for subtle brand placement. </li><li>45% brand custodians use a combination of metrics such as reach or follower base, content quality, engagement, past brand associations, and cost of engagement while finalizing the influencers for a campaign</li></ul>Link to the full survey: <a href="http://bit.ly/InfluencerMarketingOutlook2020">http://bit.ly/InfluencerMarketingOutlook2020</a>

Top three social media platforms to be used for Influencer Marketing in 2020: Report

<ul><li>Followers can sue influencers for lying about liking a product under the Consumer Protection Act 2019.</li><li>Most online influencers in India do not reveal if they’re genuinely endorsing a product or if they’ve been paid to say nice things about it, even if it’s not true constituting ‘misleading advertisement’.</li><li>The fine can go as high as ₹10 lakh. </li><li>A Buzzoka survey finds that it’s not the brands of the influencers at fault, but influencer agencies who don’t wish for influencers to reveal whether or not they’re being paid. </li></ul>It’s not uncommon to see social media ‘influencers’ flaunt their latest purchases or talk about their favourite brands, online. In fact, it’s an integral part of being an influencer — mostly because fans believe the feedback is honest. If it’s not, followers are fully within their rights to sue the influencer under the Consumer Protection Act 2019. Fines for misleading advertising can go up to ₹10 lakh for the first offence. Repeat offenders can be charged up to ₹50 lakh. The reality is that a lot of influencers out there are raking in the big bucks, but they’re not necessarily disclosing that they were paid to endorse a particular product. To make matters worse, there’s nobody is standing at the gates to point out when it’s an ad and when it’s not. So, a particular ‘anecdote’ about comfy slippers might actually be a paid-for advertisement but followers would be none the wiser. Last month, two Bollywood actors — Govinda and Jackie Shroff were fined by a court for endorsing <a href="https://www.businessinsider.in/india/news/it-took-5-years-to-fine-jackie-shroff-and-govinda-for-endorsing-product-with-fake-promises-during-which-infomercials-in-india-doubled/articleshow/72217254.cms">products as a part </a>of infommercials which too traverse the <a href="https://www.businessinsider.in/india/news/it-took-5-years-to-fine-jackie-shroff-and-govinda-for-endorsing-product-with-fake-promises-during-which-infomercials-in-india-doubled/articleshow/72217254.cms">invisible line between truth </a>and fiction. Social media influencers have a wider reach and a deeper trust factor. When can you sue an influencer? Disclosure is one way to ensure transparency. Not telling a person that an ad is an ad isn’t technically wrong if you actually and genuinely believe in a product. The problem is when influencers intentionally lie or mislead their followers about how ‘awesome’ a new lipstick is when it’s actually not. Falsifying a product’s description, giving fake guarantees or deliberating keeping pertinent information from users is against the law if a person is being paid to do it — it falls under ‘misleading advertisements’, according to <a href="http://www.mondaq.com/article.asp?articleid=877176&amp;email_access=on">LexRidge Partners, Advocates and Solicitors.</a> It’s an especially grave concern in <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">influencer marketing</keyword> because the relationship between the influencer and the followers has a lot to do with trust. The <keyword id="8484407" type="UNKNOWN" weightage="20" keywordseo="most-popular-influencers">most popular influencers</keyword> have their platforms because, at one point or another, they have ‘called it like they see it’ — reinforcing a level of honesty. Keep in mind that the influencer market isn’t restricted to make-up products and gadgets, even political parties — the most prominent of which is the BJP — uses influencers to power their brand, according to Buzzoka’s <a href="https://www.businessinsider.in/advertising/brands/article/top-three-social-media-platforms-to-be-used-for-influencer-marketing-in-2020/articleshow/72867621.cms">Influencer Marketing Outlook 2020</a>. The middle-man The fault does not lie solely on the influencer’s shoulders. And, contrary to popular belief, the brands aren’t entirely to blame either. Between an influencer and the brand, there’s usually a middle man — the influencer marketing agency. They are the ones that don’t want to disclose that an ad is an ad. This is true even if the brand and the influencer don’t have a problem with it, according to Buzzoka’s report. It’s because marketers see ‘word of mouth’ as one of the key reasons behind an influencer’s popularity. And, there’s no avoiding them. Brands believe influencer agencies to be the key link between markets and influencers. Moreover, influencers also believe that these agencies are the best way to get more deals under their wing. The bittersweet taste of success Currently, India’s influencer market stands at $75-150 million, according to AdLift, a digital marketing agency. And, it’s expected to increase as India’s data prices remain one of the cheapest in the world. At the same time, brands progressively believe that influencers are compromising on the authenticity of their content by signing up for too much simultaneously. Most agree that stringent rules need to be in place to control content association as per Buzzoka’s report. And it may well be. The Advertising Standards Council of India (<a href="https://www.livemint.com/industry/media/promoting-brands-on-social-media-the-ad-regulator-is-watching-11570556510818.html">ASCI</a>) is working new guidelines that will ensure that social media influencers have to disclose if they’re promoting a product. See also: <a href="https://www.businessinsider.in/careers/news/splitsvilla-11-winner-gaurav-alugh-became-an-instagram-influencer-from-a-marketing-consultant/articleshow/71918546.cms">A marketing consultant turned reality show star is now minting money on the internet</a> <a href="https://www.businessinsider.in/advertising/ad-tech/article/why-removing-instagram-likes-is-a-blessing-in-disguise-for-the-industry/articleshow/72770657.cms">Why removing Instagram likes is a blessing in disguise for the industry</a> <a href="https://www.businessinsider.in/business/news/a-pilot-and-instagram-influencer-with-nearly-half-a-million-followers-reveals-7-secrets-most-people-dont-know-about-the-job/articleshow/71986201.cms">A pilot and Instagram influencer with nearly half a million followers reveals 7 secrets most people don't know about the job</a> <a href="https://www.businessinsider.in/policy/news/an-instagram-influencer-was-sentenced-to-14-years-in-prison-after-a-crazy-plot-that-involved-holding-someone-up-at-gunpoint-for-a-domain-name/articleshow/72457351.cms">An Instagram influencer was sentenced to 14 years in prison after a crazy plot that involved holding someone up at gunpoint for a domain name</a>

YouTube and TikTok influencers beware — you can be sued up to ₹10 lakh for misleading your followers

<ul><li><keyword id="99676" type="PERSON" weightage="100" keywordseo="Shilpa-Shetty-Kundra">Shilpa Shetty Kundra</keyword>, who has been missing from the big screen for the past 13 years has become the face of yet another brand. </li><li>She has 13 brands in her kitty from varied categories like Food &amp; Beverages, Telecom, Skincare, FMCG, Chocolates, and more. </li><li>As Shilpa signs another brand, we try to decode what still makes the actor relevant and how she has become an example of breaking age-disparity in the industry. </li></ul>Shilpa Shetty Kundra, the 43-year-old Bollywood actress, has bagged yet another brand in her kitty. She is now the face of home decor brand, Stellar Homes USA and represents 13 brands in total. Shilpa was last seen on the silver screen in the 2007 film Apne but she never really left the limelight. She continued judging various TV reality shows, became an entrepreneur by starting her own fitness channel called The Shilpa Shetty app and invested in a start-up called Mamaearth. Shilpa has over 1.6 million subscribers on her YouTube channel, which covers fashion tips, her fitness regime and a cooking show. While on Instagram, she has gained more than 6 million followers in a short span of time. According to media reports, she has a net worth of $20 million. This year, her long sabbatical of 13 years will also come to an end as she will be seen in two movies -- Nikamma and Hungama 2. Brand Journey Shilpa was 16 and a part of the modelling world when an aerated drinks brand approached her. Today, she regrets falling for money and choosing shortcuts. Shilpa is now wary of the kind of brands she chooses to work with. She has walked out of the meeting rooms if she doesn’t resonate with the brand. “Earlier, I really didn't think about whether I suited the brand. It was only about whether I was getting paid enough to leverage my name. But in the last five years, there has been a change in my thought process. When people take you seriously as a brand or rather someone synonymous with health and fitness, you become more responsible. So if something doesn't resonate with my personality or something that I can't use at home for my family or me, I won't endorse it,” admits Shilpa. Before her big release lined up this year, Shilpa turned down a Rs 10 crore offer from an Ayurvedic Slimming Pill brand because she did not want youngsters, who look up to her, to fall for fad diets. “There's so many brands I have turned down, I can't sit down and list those,” she breaks into a chuckle. She says she would have bagged a lot more brands and made more money had she not been so fastidious. Pan Masala brands and Aerated Drinks are completely off her list and she says she wouldn’t consider endorsing them ‘for all the money in the world.’ Explaining her modus operandi of choosing deals, she says, “I'm very particular and there's a lot of due diligence that goes into the brands that I work with. And I really believe that there is no shortcut in life. If you were to tell people that by popping pills you will lose weight, I think people who actually work out the right way will start losing faith in what they're doing. And I just feel that though we stopped focusing on mental health, and we will be talking about prizes and losing weight, fitting into a certain size, I think mental health is equally important. And I can't endorse something that doesn't fall into line with my philosophy.” The secret behind her relevance in the industry It was during her post-pregnancy period that Shilpa was asked a lot of questions about her fitness regime on the internet. She joined social media to help people out and realised that the audiences’ love for her hasn’t changed. She used that to her advantage and started her own application. It is her penchant for fitness and strong social media following, that brands still find her relevant. “After all these years, I feel like I stayed relevant. Today, I'm doing two films after 13 years but people still know me, not only because of television, but also because I stand for propagating good health. I want to bring about an awareness and want to play the role of a catalyst. As actors, we are always looked up to, and we have the power of social media. I used that to start my own YouTube channel,” shares Shilpa. Now, Shilpa Shetty is in-between meetings, looking for a fundraiser for her application to expand her reach further. Experts Speak Ashutosh Harbola, CEO and Co-founder, Buzzoka thinks that Shilpa had a strong influence on the industry since she made her fortune in Big Brother; her brand image changed after that and IPL, he says, added a cherry on the cake. “Shilpa Shetty is an ever-blooming social media star and her constant touchpoint with her audience makes her relevant even when she doesn't have too much in her kitty. From a brand's perspective, it's the right fit. Since the social and digital-first audience is always on social media, their appetite for relevancy is much filled. Also, Shilpa has been testing a couple of other platforms too which is keeping her both busy and buzzed. We all saw her entry on TikTok and it's a perfect example of being in the news for the right reasons,” says he. “Post her marriage, she is amongst the rich kids of Instagram making the world drool on her cuteness and the lavish lifestyle,” adds Harbola. N Chandramouli, CEO, TRA Research, highlights how strong her social media currency is, which is one of the reasons why brands still love her. “It is not easy for an actor who has been out of an active acting career for over 10 years to continue to stay relevant. However, Shilpa Shetty has reinvented herself in many new avatars to do what she is good at. She is a fitness icon, TV reality show judge, fashionista, partner in a spa chain, has over 1.6 million subscribers on her Youtube food channel, 6 million followers on her Instagram, among other things. Guess that's more than enough to keep her relevant with new-age millennials and others,” says Chandramouli. Social Media and Brand Expert, Karthik Srinivasan thinks Shilpa’s relatability factor for millennials and Gen Y has worked in her favor. “Shilpa Shetty, I believe, appeals to and can be recognised by a whole lot of middle-aged and older women unlike an Ananya Panday or Alia Bhatt. That relatability is what perhaps works in her favor. Ditto for actors like Vidya Balan. To some extent, it's also a factor of a 40+ woman actor to continue to want attention, work and assignments. Some may choose to shun the limelight and live a more obscure life surrounded by people close to them, as a way to escape the excess attention of earlier times. Shilpa Shetty has been in the limelight long after her exiting the film industry, including her foray into owning teams and so on. So, modeling and films continue to help her position her brand,” explains Srinivasan. An inspiration for other actresses The Khans of Bollywood and actors like Akshay Kumar and Amitabh Bachchan, still continue to be the Top 10 celebrities. Senior actresses, on the other hand, struggle to find film projects. As they vanish from the limelight after they get married, brands stop approaching them. Shilpa is unhesitant to agree that she found her calling much later in her career arc and feels women are finally stepping up to turn the tables. “I found my calling very late but I guess better late than never. Also, times are changing. You see actresses are far more daring today. It's also a more egalitarian world now. Women are given far more opportunities. I think women today are willing to take risks. And yes, it's a different world. And I think that's the only thing that's constant - change,” says Shilpa. Srinivasan also thinks the situation is changing, thanks to actresses like Shilpa Shetty and Vidya Balan and script writers that are breaking the age stereotypes. “I think as an industry, Bollywood (and the regional film industries, in particular) have moved definitely away from age-limits for women actors. While there's always (and still) a demand for young women actors, there are scripts being written for older ages as well, who do not fit the conventional stereotypes of a leading woman in films,” says Srinivasan. He adds, “From a branding point of view, I was very pleasantly surprised to see Tapsee Pannu featured in a Horlicks ad where she was specifically called out as being 30+. Or a Kangana Ranaut playing a mother of a boy in Panga. This scenario was unheard of a few years ago when only men had the freedom to be called 30+, 40+ and still get away with conventional roles in films. 40+ Shilpa Shetty is a variant of the 30+ Tapsee and Kangana.” Chandramouli, on the other hand, feels the onus also lies on actresses. “Brands take endorsements from 53-year-old male actors endorsing colas, and 77-year-old males endorsing everything. When it comes to women celebrities, there are occasions when you will see someone like Madhuri Dixit, who is above 50 years get endorsements. But many don't get as lucky as her. And this age-related aberration is one of the strangest as many times when choosing actors playing an older role, directors tend to cast younger actors. To correct this is the responsibility of female actors as also it is of brands and advertising agencies. Many times due to the paucity of opportunities, women celebrities above 40 tend to start focusing on other areas of their interests in work and personal life. In a highly competitive world, they must continue to stay relevant in their interest areas, stay connected with audiences, and find new interests which find newer fans. Since all endorsements are a commercial arrangement, the fee of endorsement also matters, for the potential endorsers must be willing to adjust fees in line with market demand. For the brands and agencies, it is important to have greater acceptance, to try the different, reink campaigns with such potential endorsers.” While many actresses have come and vanished with time, Shilpa Shetty Kundra has never left the showbiz, setting an example for other female actors in the industry.

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Instagram, MX Takatak and YouTube are expected to be the top three platforms for Influencer Marketing in India in 2021-22: Buzzoka

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