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<ul><li>In India, out of 1.3 billion people, a third (more than 400 million) already had access to social media before the pandemic.</li><li>This number has surely skyrocketed in the last 18 months and there is a significant shift in consumer behaviour that is the real fuel for the growth of the segment.</li></ul>The <keyword id="2540701" type="General" weightage="20" keywordseo="influencer-marketing" source="Orion">influencer marketing</keyword> industry is undergoing a transformation triggered by the pandemic as well as the rise of brands wanting to connect with consumers directly. INCA, GroupM’s brand-safe influencer and content marketing solution unit today announced the release of The India Influencer Marketing Report. To be an annual highlight in the calendar, this industry report is the first ever to quantify the current and predict the future path of influencer marketing in India. The report looks at all aspects of the industry including trends and the impact of regulation. In India, out of 1.3 billion people, a third (more than 400 million) already had access to social media before the pandemic. This number has surely skyrocketed in the last 18 months and there is a significant shift in consumer behaviour that is the real fuel for the growth of the segment. Commenting on the report, <keyword id="232445" type="General" weightage="20" keywordseo="prasanth-kumar" source="Orion">Prasanth Kumar</keyword>, CEO – GroupM South Asia said, “Over the last few years, brands have shown significant interest in influencer marketing. The pandemic has accelerated the adoption of influencer marketing by brands making it an integral part of the brand marketing strategy and is now an important part of our media mix recommendation to brands. The key factor that has got brands interested is the bond of trust and authenticity that influencers share with their audiences, thus helping brands associate with an influencer to leverage the same. This report is our effort to help marketers understand various aspects of influencer marketing in the country. Consumer behaviour is changing at a fast pace, and we want to empower marketers with the knowledge that can help them.” According to the report, top 4 categories i.e., Personal care 25%, F&amp;B 20%, Fashion &amp; Jewellery 15% and Mobile and electronics 10%; contribute 70% volume of influencer marketing. On the influencer radar, celebrities contribute 27% while influencers contribute 73%. Nearly two-thirds of the Indian population follow an influencer. Brands can probably interpret that influencers and creative storytelling correlate with brand differentiation, a key advantage as attention spans get shorter. Ashwin Padmanabhan, President – Partnerships and Trading of GroupM India said, “Influencer marketing industry is at a point of inflexion and can take off, subject to the industry initiating to measure, quantify and make investments in influencer marketing accountable. The ‘India Influencer Marketing Report’ is GroupM and INCA’s attempt to do the same. Not only have we tried to quantify the industry, but we have also attempted to define and standardize the various formats and industry terms. We hope this report will catalyse the industry and ensure the power of influencers is harnessed effectively!”

Influencer marketing will be Rs 900 crore market in India by the end of 2021: Report

<ul><li><keyword id="1261460" type="COMPANY" weightage="20" keywordseo="INCA">INCA</keyword> connects brands to a wide network of trusted publishers and influencers.</li><li>It creates and promotes content in social channels and beyond to drive brand engagement across digital platforms.</li><li>INCA has already been launched across EMEA, North America and LATAM, as well as APAC markets like Singapore, Philippines, Thailand, Indonesia, Malaysia, Hong Kong and China.</li></ul> <keyword id="177241" type="COMPANY" weightage="20" keywordseo="GroupM">GroupM</keyword> has announced the India rollout of its <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">influencer marketing</keyword> solution, INCA. The solution connects brands to the widest possible network of trusted publishers and influencers. INCA creates and promotes content in social channels and beyond to drive brand engagement across digital platforms, including YouTube, Instagram, Facebook, Snapchat, Twitter and TikTok. INCA has already been launched and welcomed across EMEA, North America and LATAM, as well as APAC markets like Singapore, Philippines, Thailand, Indonesia, Malaysia, Hong Kong and China. The concept of looking at an influencer’s follower count likes or comments to determine an effective marketing tactic is no longer sufficient, and the rise of fake followers enabled by bots makes it harder to tell if an influencer is a genuine and valuable creator. INCA enables marketers to connect brands with relevant, authentic influencers and publishers to help them achieve their objective in a strategic manner. <keyword id="232445" type="PERSON" weightage="20" keywordseo="Prasanth-Kumar">Prasanth Kumar</keyword>, CEO, GroupM South Asia said, “Influencer marketing is now a key element of the marketing mix, and brands today need to take advantage of potential associations and collaborations. INCA is the ideal tool to facilitate safe brand engagement across platforms. We are confident that this tool is the most effective method for Indian brands to reach their audiences with the precise impact they demand.” Campaigns can be challenging and laborious to plan, execute and track, and publishers, influencers and their content need to be manually identified, screened and managed to ensure quality and brand safety. These challenges make clear there is a need for trusted and scalable solutions for brands looking to invest. INCA addresses these challenges by providing the quantitative intelligence to select and optimize influencers, predict outcomes and deliver efficient and effective workflow management. <keyword id="8793941" type="PERSON" weightage="20" keywordseo="ratan-singh-rathore">Ratan Singh Rathore</keyword>, Business Head of INCA India said,” The tastes and behaviours of Indian customers are changing rapidly as they consume content in a multi-platform, multi-device, data-cheap environment. In this fragmented media landscape, marketers are seeking innovative, relevant and brand-safe advertising solutions. The authenticity of influencer marketing makes it stand out as a highly effective brand solution. INCA’s AI-driven content discovery technology provides quantitative intelligence to select and optimize influencers, predict outcomes and deliver efficient and effective workflow management. INCA helps clients develop user-generated or branded publisher content, which engages consumers and keeps them loyal to brands.” “Considering the rapid evolution of social media platforms and the rise of the content and influencer-driven ecosystem, particularly in the Asia Pacific, we are proud to bring a powerful solution to our clients in the market,” said Dafydd Woodward, Global Lead INCA. “Advertisers can now have peace of mind in knowing that they are working with the most trustworthy and relevant influencers and publishers, at a scale that can deliver the outcomes they need. With our transparent, data-validated process, we will help to shape the influencer marketing ecosystem for the better.”

GroupM brings its influencer marketing solution INCA to India

<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>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>The <keyword id="12257603" type="General" weightage="100" keywordseo="whole-truth" source="Orion">Whole Truth</keyword>, a health food brand, has dedicated its marketing efforts to telling the world the truth about its food and busting common food marketing myths to help consumers lead healthier lifestyles.</li><li>The Whole Truth’s latest campaign addresses the issue of misleading influencer marketing.</li><li>Its campaign ‘The Whole Truth Sayers’ is a clarion call to all Honest Influencers who only endorse what they actually use and love. And whose opinions can’t be bought with money.</li><li>As consumers moved to influencers, so did marketing dollars. And for the right price, experts started selling their influence, rather than telling the truth.</li><li>To fix this broken system, TWT has launched The Whole Truth Academy Project where they want ‘real’ influencers to tell the truth about their products. 25 honest influencers will be shortlisted by a jury who will narrate The Whole Truth later in their own ways.</li></ul>Over the last two decades, social media has become a huge part of our lives. After the recent Facebook outage, the world realised how dependent we are on social media platforms. While the six-hour outage only highlighted the tip of the iceberg, it is becoming more and more clear now that social media platforms have become an extended part of our body and existence. Due to this heavy reliance of consumers on digital media, influencer marketing has seen a huge boost and has become an integral marketing tool for advertisers to connect with their audiences on a daily basis. According to GroupM INCA, the <keyword id="11333696" type="General" weightage="20" keywordseo="influencer-marketing-industry" source="Orion">influencer marketing industry</keyword> will be a Rs 900 crore market in India by the end of 2021. So, there’s no doubt that influencers are heavily embedded in consumers’ day-to-day lives and gaining more attention from advertisers by the hour. However, influencer marketing started out with a revolutionary idea. It aimed to alter the celebrity-dominated advertising and marketing industry, create more space for honesty and do away with false, exaggerated claims made in traditional ads. The digital stars wanted to fade out fake reviews, connect with consumers on a personal level and eradicate the ‘holier-than-thou’ attitude in the industry. It was more about a few creative consumers talking to other consumers about brands they love and make marketing a tad accessible. In a short span of time, influencers forgot their mission statement and capitalism took over. The most earnest, honest reviews on the internet can be bought today and only brands with bigger money bags can afford to be portrayed as the most honest brand in the ad world. To debunk this system that has gotten a ‘bit corrupt,’ The Whole Truth’s Co-founder and CEO <keyword id="274057" type="General" weightage="20" keywordseo="shashank-mehta" source="Orion">Shashank Mehta</keyword> has launched a new campaign titled ‘The Whole Truth Sayers.’ He is on the lookout for an honest batch of influencers who could represent his brand, help change the influencer marketing and revert it to its original form. <div type="Youtube" id="4Y_bXd03gpM" title="The Whole Truth of Influencer Marketing" thumbUrl="https://i.ytimg.com/vi/4Y_bXd03gpM/mqdefault.jpg"></div> In a 5-minute long film, Mehta and The Whole Truth team audition a bunch of influencers. Mehta asks, “Will these people promote our brand? Who are these people and why are they famous” And then, sitting across the table, Mehta watches influencers showcase their talent and pitch their ideas. They put more effort into their content for more marketing dollars. In a monologue, he later goes on to talk about how influencer marketing came into play as the answer to inauthentic celebrity marketing but has turned into a marketing gimmick in recent times. For the right price, experts started selling their influence, rather than telling the truth and influencer marketing thus became the problem it was meant to solve. The video is conceptualised by The Whole Truth and Gursimran Khamba’s Lights@27. It is being launched in collaboration with Big Bang Social, an influencer marketing agency, who also resonated with campaign’s problem statement. <cmsannotation type="cmsannotation" annotationid="Behind The Whole Truth and its latest campaign" text="Behind The Whole Truth and its latest campaign">Behind The Whole Truth and its latest campaign</cmsannotation> <div type="Video" msid="86830239" hostid="261" title="Behind The Whole Truth’s latest campaign that aims to reveal the truth behind misleading influencer marketing" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=86830239"></div> It all started when The Whole Truth raised $6 million in a series A round led by Sequoio Capital. After acquiring enough capital to take their marketing to the next level, Mehta realised that there’s a problem with how influencer marketing functions today. “The honest truth behind this campaign is that we wanted to do influencer marketing. We recently raised a round of funding, we had some money in the bank now and we thought we'll do influencer marketing but the more we dived into it, we realised there doesn't seem to be an honest way of doing it. And the current way it was being done, in most places not all, didn't sit well with the brand. So we were caught in a dilemma of either we just walk away from it saying that hey, this is not for us, or we do something about it. And we realised that usually whenever we've taken people behind the scene and shown them the whole truth of anything, they resonate with what we are saying. So, we thought that hey, maybe the way to do influencer marketing for us is first bring out what's going on which it seems like a lot of people resonate with and then mount our own attempt at doing this in an honest, truthful manner on top of this video,” shared Mehta. So, the video is a clarion call to all Honest Influencers who only endorse what they actually use and love. And whose opinions can’t be bought with money or as Mehta calls them, ‘TWT’s Truthsayers.’ With this, The Whole Truth aims to not only highlight the problem, but it is giving out a solution. It has launched a contest, wherein it is inviting influencers to make a fun reel, giving the jury an insider view of the problem. 25 influencers will be shortlisted later by a marketing expert jury consisting of Gursimran Khamba, Varun Duggirala of The Glitch, Vani Gupta Dandia of CherryPeachPlum, to name a few. Later, The Whole Truth will pay for the influencer’s art, hard work and talent - not their opinion. Any equipment fees, production fees, location costs etc, (within a pre-agreed budget) will be taken care of. TWT will not influence the influencer’s opinion or interfere with their art. Neither will they give a brief or push pre-set scripts. Whether the Truth-Sayers choose to make a video or write a blog or make a podcast to introduce The Whole Truth to their followers - the brand will offer complete support. And zero intervention. The process of finding TWT Truthsayers is quite simple. “So we have a two step process, one is we're asking them to apply. The application is a fun thing where we're asking them to make a story or a reel and show us the whole truth of influencer marketing as they see it. And that becomes their participation. Which gets shortlisted to the top 50 people by our panel of judges and we have a very, very respected panel of judges. They will shortlist it down from 50 people to 20-25 eventually we're just going to send them our products and ask them to write us a note about what they liked, what they didn't like right and and whoever falls in love and says that you know I love this brand and these are the 10 reasons why I loved what you did or the only people you work with,” explained Mehta. However, the film is 5-minute long and we all know how infamous millennials and GenZ are for their short attention span, who are all the target group for this campaign. Marketing gurus advise brands to place their product in the first 30 seconds of the advertisement and The Whole Truth’s latest campaign doesn’t follow that thumbrule either. Mehta said that it was a conscious decision to make a long ad. Sharing the reason why, Mehta said, “When we wrote the script, we didn't write it as an ad. That's why you will see that there is very little of the brand. But yeah, it's a it's a long video, given attention spans nowadays. We took that conscious call because we didn't want to make a superficial half-hearted point. We wanted to be do justice to both the problem and at the end, our take on the solution and why we believe things are not the way they should be, etc. And again, the hope is that, when a AIB or TVF come out with a 10-20 minute videos, because the content is so good people do watch through it. So let's see, whether we are thinking too much of our content and people will drop off or will it be engaging and relevant enough for them to watch through -- that's the punt we've taken, but we were very clear that we don't want to do a half-hearted superficial ad-ey job of it was for us, it's not an ad, we're not like promoting a product in this.” Considering that The Whole Truth is calling out an industry for its divergence from an ethical path, there’s a good chance that this campaign will cause a controversy. In today’s time, it doesn’t take much to boycott a brand. Influencers also have a cult following now and there are always some fans who wouldn't watch 'The Whole Truth' and just jump to conclusions by reading a video’s caption or watching an ad for a few seconds with context. Mehta candidly told us that he is worried about this. He said, “It's something that worries us, but we don't know what to do about it. If someone doesn't listen to our whole point of view, and reacts to half baked information, then it does become difficult.” <cmsannotation type="cmsannotation" annotationid="The Whole Truth in the making" text="The Whole Truth in the making">The Whole Truth in the making</cmsannotation> Before launching The Whole Truth, Mehta was working with FMCG giant HUL. He told us that he wanted to launch his own food brand because he has fallen for the lies told by foodbev brands and his body has suffered through enough ups and downs due to the false claims made on food packaging and dishonest FMCG advertisements. So, in The Whole Truth’s maiden campaign, it started by dropping a giant truth bomb about the FMCG industry and its marketing techniques. Titled ‘Our Food is Screwed’ was inspired from The Dollar Shave Club ad and aimed to bust food myths and inconvenient food labelings. <div type="Youtube" id="cT-rTkvhLNo" title="Our Food is Screwed | What Food Companies Don't Want You to Know | #TheWholeTruth" thumbUrl="https://i.ytimg.com/vi/cT-rTkvhLNo/mqdefault.jpg"></div> The Whole Truth was only 9-months-old and everyone was talking about its campaign. It takes a start-up at least a few years of investment rounds to use the right marketing tools to gain popularity and some media coverage. The Whole Truth was quick to rise to fame, thanks to Mehta’s marketing background. So, we asked Mehta, if he were to give a TedTalk on what helped the start-up gain media attention and become a popular consumer brand in a short time, he said, “TedTalk, I’m not sure of, but the one big learning is do something which is purpose driven. I think it speaks to people, when you're doing something for a fundamental reason, which is beyond just money, profit and fame. Like for us, the mission is to bring honesty back to foods. And that mission comes from a very personal plce because I've suffered at the hands of incorrect and dishonest food marketing, I had to go through multiple weight gain and loss cycles when I used to think that switch from that unhealthy cola to this healthy juice or switch from that unhealthy paratha or that my mom makes in the morning to breakfast cereals. And then I realized that actually, the breakfast cereal is much worse than my mom's parathas and, and the juice has the same amount of sugar as that coke does. So, that's betrayal, that feeling of being lied to, no one likes. Hence, the mission comes from deeply personal space. And I think consumers resonate with that -- they can see that these guys are out not to make a quick buck that they're out to change the world in small but meaningful ways. So that would be my big learning. When you do that, consumer love, fame and revenues -- all of that starts falling in place.” Going forward, The Whole Truth will be on the lookout for expansion opportunities. It started as a protein bar and aims to expand into different food and health sub-categories. Mehta has an interesting approach to decide company’s next foray. “Our focus areas are very clear. We intend to go on getting into different food categories where we see that consumers today are being lied to and create a product that lives up to the whole truth philosophy, so for example, till eight, nine months ago, we were only making protein bars, then we launched a range of muesli, peanut butters in another two, three months. We're gonna launch another food category in five months from then we launch another food category. So our mission is simple. We just take different food categories, we check whether currently, most of the brands there are offering 100% clean label food, or are they lying to consumers? And unfortunately, the answer in most turns out to be the latter. And then we start trying to formulate a product that lives up to The Whole Truth philosophy because we don't have any option, we have to declare each and every ingredient on the front of it, so that takes a little while. So that remains the focus not just the next half, but the foreseeable future, too,” told he. Mehta told us that the brand will keep on unearthing the 100% honest truth of anything that touches food or food marketing in the future as well.

The Whole Truth’s latest campaign aims to reveal the truth behind misleading influencer marketing

<ul><li>The year 2020 was tough for all of us and 2021 hasn’t been easy either but thankfully, we had content creator <keyword id="11284354" type="General" weightage="20" keywordseo="vishnu-kaushal" source="Orion">Vishnu Kaushal</keyword> who channeled our (and his) anger into creating highly relatable videos.</li><li>In today’s episode of <keyword id="11984359" type="General" weightage="20" keywordseo="Influencer-Adda" source="Orion">Influencer Adda</keyword>, we will be tracing Vishnu’s journey, from him uploading his first video to launching his own merchandise.</li><li>We also discuss the future of influencer marketing, how brands can connect with GenZ audiences better, one thing he wishes could change in the industry and his real purpose behind making content.</li></ul>If you are a budding content creator, you probably love the word ‘viral.’ It is only after that first viral video that you feel like you have arrived. As hard as it is to get a video to go viral, it is even harder to maintain the momentum because one viral video does not always translate into a long, successful career as a digital creator. A lot of viral videos are one-offs. So, what happens after the initial firestorm of your video wears off and how do you continue to keep your fans engaged? <div type="Video" msid="87988188" hostid="261" title="Digital Creator Vishnu Kaushal on maintaining your reach after your videos go viral" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=87988188"></div> Digital Content Creator Vishnu Kaushal worked at a beverage start-up as its Social Media Manager before he quit his job in Chandigarh to move to Delhi and explore content creation. He has been making videos since 2015 and has experienced many ups and downs in his career trajectory, like many other content creators. But he found his peace in making videos and in spreading smiles on social media through his content. During the first lockdown last year, one of his rant videos ‘The most annoying questions people ask about quarantine’ went viral and garnered around 1.3 million views and he has had many viral moments since then. On how creators can keep their audiences engaged after they go viral, Vishnu said, “In the eternity of the internet, it has never been easy to go viral but a lot of people lose out on that attraction because they don’t have a follow-up plan. By the time I went viral, I had so many videos ready to be uploaded, 17 to be precise. Once you gain a pool of followers, let’s say around 20-25k, you notice patterns and have an understanding of what works and what fails. I had been working on my videos for so many years that when I got my chance, I kept uploading videos consistently and people started liking me. So, it is very easy to go viral but it is so hard to sustain it. It is a struggle every day and a lot of the mega content creators will tell you that because there are so many people creating great content every day. But you have to keep aside that competition and do your thing so well that when you get your opportunity, you have the resources to go all in. The Internet is a big place and there’s space for everyone, so keep doing your thing.” So, as per Vishnu, once you go viral, it is important to stay consistent, replicate what the audience loved before, and most important and challenging of it all, be authentic. Ticket to Bollywood via stop social media? Before Vishnu started making content, he auditioned for a Bollywood movie. While he didn’t crack it, Santu Misra, who took his audition, advised him to explore social media. Social media platforms have also opened up avenues for struggling actors who found it difficult to get into Bollywood otherwise with no contacts. Influencers like Dolly Singh, Kusha Kapila, Prajkata Koli recently got to showcase their talent on the silver screen and fulfill their dreams. Vishnu is also a part of a soon-to-be-released web series. So, can struggling actors find their way through social media? “It is definitely easier to get into Bollywood but if you start from a point that ‘I want to get into Bollywood and that’s why I am making content,’ then it doesn’t work out. What happened with Kusha, Dolly or me, is a bonus because we love making videos. We are having fun making videos, people also like that we are having fun and they want to be a part of that fun. I feel people who are creating content right now will eventually find out that there are so many things to explore. After you have been working on content for a long time, you feel like content is a great tool to explore new things in life, acting is one of those things, cooking, dancing are a few more examples. So, I don’t know if I will end up being an actor or not, I am just exploring myself and my options,” shared Vishnu. As Vishnu explores his wide options and looks for new things to learn, he follows a simple litmus test: is this new path challenging enough and is it making me uncomfortable? Anything that he is scared of exploring or feels under confident about, he does it. Over the years, Vishnu has stopped worrying about the audience’s response to his content. Instead, he focuses on how the process of making that video and its topic made him feel. He also believes that humans constantly evolve and we shouldn’t stick to one thing forever. He says that you don’t need to have one favorite colour for life, it can change. On finding his purpose and true calling, Vishnu said, “When I started out, like a lot of content creators, I believed that my purpose is to make people happy. Now I feel, let's cross that, first I wanna be happy and that will result in people around me being happy. If that happens, it is a bonus. Exploring new things, designing, having conversations with people makes me happy. So for now, my purpose is to create content and explore as much as I can through content till I find my next purpose.” Future of content creation and influencer marketing After Vishnu hit 1000 subscribers on YouTube, he bagged his first brand deal. It was a barter deal of sorts with Ustraa. He got his first paid brand only in March 2020, after his videos started going viral more frequently. Today, content creators and influencers are molding the marketing industry and its future. GroupM and INCA’s recent study had revealed that influencer marketing has become a top priority for marketers in 2021. 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, as a GenZ consumer and influencer himself, Vishnu shared a few pieces of advice for brands to connect with their audience better. He said, “What brands mostly miss out on is getting the perspective of the influencer they are collaborating with. All marketing campaigns are designed for the masses by people who are quite older than us GenZ. So, I often feel that there’s a missing block of relatability and connectivity. For example, if you see a 20-year-old nano influencer drinking coffee every day for a month, that will have a stronger impact than a campaign that says, ‘Khushboo zinda hai.’ For a certain kind of audience, that messaging just doesn’t sit right. No GenZ kid will care to remember a slogan or a campaign hashtag of a brand. So, to be able to connect with today’s generation, you can hire interns and empower them enough to share their opinions. If seasoned marketers could understand GenZ culture with GenZ interns, that would be great.” From his experience of content creation and branded collaborations thus far, Vishnu had one message to share with brands. He said, “Brands should try to communicate directly with influencers as well. There are too many layers from the brand to the creator and by the time the idea reaches the creator, it is completely different from its origin. So, be more involved, come on the sets and see for yourself if the creator really matches your vision. Sometimes my ideas don’t sit well with the brand, not because I am wrong or they are, but we are on different pages. So it is not always a match. It is important to really understand their audience through the influencer -- people you are trying to market to.”

Your video went viral, but what next? Digital Creator Vishnu Kaushal shares his success mantras

<ul><li>INCA has a new partnership with <keyword id="1286040" type="COMPANY" weightage="20" keywordseo="Hanson-Robotics">Hanson Robotics</keyword>, creator of Sophia, ‘the world’s most advanced human-like robot’ to make her available as an influencer partner to brands in the APAC region. </li><li>The collaboration marks Sophia’s first-ever ambassadorship work with an agency. </li><li>With the ambassadorship for INCA, Sophia will be working with brands to create relevant and engaging bite-sized content and connect with brand audiences across various social media platforms. </li></ul>INCA, GroupM’s brand-safe influencer marketing solution, has struck a partnership with Hanson Robotics, creator of Sophia, the world’s most advanced human-like robot to make her available as an influencer partner to brands in the APAC region. The collaboration marks Sophia’s first-ever ambassadorship work with an agency. Widely recognised for her influence as a celebrity and disruptor, Hanson has previously worked with renowned brands such as Etihad Airlines, Audi, Alexander Wang, and Huawei to magnify Sophia’s status as the world’s first robot citizen and connect with audiences across the globe. She now joins INCA’s global network of brand-safe content creators and influencers to help brands create influential content that brings brand stories to life. <keyword id="7065968" type="PERSON" weightage="20" keywordseo="Atique-Kazi">Atique Kazi</keyword>, lead for INCA in APAC, said: “Sophia is the perfect ambassador for brands looking to intelligently engage with their consumers. As an advocate for scientific education and sustainable development, Sophia’s persona is a natural fit for many brands looking to create compelling content, reach, and engagement around these incredibly important topics. She has the capability to generate facial expression, mirror people's posture, and discern emotions from the tone of voice, all of which help people to identify and form a connection with her. She is also a perfect fit for INCA’s mission in APAC to connect brands with remarkable key opinion leaders (KOL).” Influencer marketing has unlocked new opportunities for brands to connect with their customers and is predicted to grow in the next few years by 30.6 % CAGR as marketersseek more efficient and data- driven options in reaching out to consumers. INCA’s partnership with Sophia showcases how it also enables the use of technology to build human connections with brands. As GroupM’s proprietary AI solution for data-powered influencer selection and content creation, INCA enables brands to run content marketing campaigns across and beyond social channels in achieving real and tangible outcomes for marketers. With the ambassadorship for INCA, Sophia will be working with brands to create relevant and engaging bite-sized content and connect with brand audiences across various social media platforms. Kazi added: “While we see changes in how consumers are influenced by multiple sources, we are confident that this is the right time to introduce a new influencer into our network that exemplifies humanity as well as the technological achievements of our time. As we collaborate with Sophia, we are in awe of how technology can showcase the marvels of artificial intelligence (AI) in a humanoid form.” <keyword id="377853" type="PERSON" weightage="20" keywordseo="David-Hanson">David Hanson</keyword>, CEO and founder of Hanson Robotics, commented: “Sophia is our pride, and we trust that her wealth of experience as a global influencer will pave the way for INCA to reach many more milestones in the future. To witness Sophia’s growth as a character and a platform has always been an exciting experience, and we cannot wait for the successes she will achieve with her new role as a brand ambassador in APAC.”

You might soon see Sophia the Robot in ads as INCA adds her to its network of influencers

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

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

<ul><li>Wavemaker's Thrive offers a tailored, strategic approach adapted for the increasingly complex landscape of content creators and platforms of today.</li><li>Thrive ties in the three critical aspects of advocacy – measurement, brand safety and the irrefutable human creativity, into a seamless experience for clients.</li><li>Thrive will focus on increasing the believability of brand storytelling by treating influencers more as customers or talent and not just as media channels. </li></ul>Wavemaker, the media, content and technology agency of <keyword id="177241" type="COMPANY" weightage="20" keywordseo="GroupM">GroupM</keyword>, launches its first ever <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">Influencer Marketing</keyword> offering - WM Thrive. Thrive offers a tailored, strategic approach adapted for the increasingly complex landscape of content creators and platforms of today. Thrive ties in the three critical aspects of advocacy – measurement, brand safety and the irrefutable human creativity, into a seamless experience for clients. Thrive focuses on increasing the believability of brand storytelling by treating influencers more as customers or talent and not just as media channels. This makes influencer marketing a non-campaign initiative that actually impacts the purchase journey, versus being just an amplification vehicle. Thrive will bring in data-driven discovery clubbed with measurement by using technology interventions. This will help marketers focus on brand goals rather than worrying only about campaign results. Thrive is an entire suite of services from Wavemaker that is powered by GroupM’s INCA platform. Thrive also integrates the best that Wavemaker partner ecosystem has to offer both in terms of talent management as well as technology. Speaking on the launch of its first-ever advocacy product, <keyword id="290291" type="PERSON" weightage="20" keywordseo="Karthik-Nagarajan">Karthik Nagarajan</keyword>, Chief Content Officer, <keyword id="5968693" type="LOCATION" weightage="20" keywordseo="wavemaker-india">Wavemaker India</keyword> said, “Over the last few years, influencer marketing has become so commoditized that we have shifted our focus from what it was originally meant for – impacting purchase decisions. Given the leadership position of Wavemaker, it was our responsibility to demystify and declutter this space for our clients and help them move to an impactful, measurable and brand safe environment. With Thrive, we have done just that, by creating a data-driven system that matches influencers with the core values of the brand and also treats them as talent as against media channels.” This platform will help brands unlock the true potential of content by touching multiple moments of a consumer’s journey, where the right content can become the right point of influence, when it comes to building perceptions and making choices.

Wavemaker India launches its Influencer Marketing offering, WM Thrive

<ul><li>Connecting with consumers and other stakeholders requires building multiple bridges, and experience tells us that the strongest bridges are those that resonate on an emotional level.</li><li><keyword id="10027641" type="PERSON" weightage="20" keywordseo="kaushal-satam">Kaushal Satam</keyword>, SVP, Airline Partnerships, Product, Loyalty &amp; Operations at <keyword id="8329814" type="COMPANY" weightage="20" keywordseo="InterMiles">InterMiles</keyword> writes about a few things that can help brands build an affinity for themselves in the minds of consumers.</li></ul>Brand loyalty is a paradox in itself – it is infinitely complex, yet seemingly simple. There are multiple factors and innumerable moving pieces at play when it comes to driving a simple goal: consideration for one brand over another, even when the value proposition is equal. Connecting with consumers and other stakeholders requires building multiple bridges, and experience tells us that the strongest bridges are those that resonate on an emotional level. Driven by emotional chords, brand loyalty is maintained outside of the product value through the gravitational pull of <keyword id="92066" type="ORGANIZATION" weightage="20" keywordseo="Empathy">empathy</keyword>. <keyword id="2946259" type="PERSON" weightage="20" keywordseo="challenging-times">Challenging times</keyword> call for a double dose of empathy and compassion towards evolved consumer needs. The consumer and their immediate needs, as well as other stakeholders and partners in the ecosystem, must be at the center of all business decisions; understanding them is the first step to earning and retaining their trust. Content is key Content is a powerful tool. Empathetic brand content, communicated sensitively during times of crisis, evokes and inspires. It is, hence, more likely to be shared, draws greater engagement and can even spark a change of thought or belief amongst local communities. A recent report by Think with Google stated that in the last one year, 39% of millennials felt that an online YouTube video helped change their perspective while 45% agreed that a YouTuber has inspired them to make a personal change in their life. These findings amplify how generations today are proactively seeking out content that prompts change, as opposed to passively consuming content. Through challenging times, consumers naturally seek out and engage with content that sends across positive messaging and resonates with them, in a particular environment &amp; context. Among FMCG brands, P&amp;G leads with an excellent example; the brand has repeatedly demonstrated how simply empathizing with customers, followed by practical solutions, can speak louder than endorsements glorifying brand features. Their 'Share the Load' campaign targeting the unequal division of household chores, especially relevant during the lockdown, has become a point of discussion in households, youth-communities and workplaces E-commerce major Amazon India’s ‘Aapki Apni Dukaan’ and ‘Apno ka Saath’ are other key examples of successful communication campaigns that have not only acknowledged but also addressed the importance of having a dependable vendor to meet the needs of India’s aspiring entrepreneurs. The campaigns not only reassure the viewer but also empathize with common grievances faced by them. Leveraging genuine emotions, these campaigns have been successful in driving long-lasting fulfilling relationships. Pragmatically innovating At times, the core business takes a backseat, while immediate needs are catered to and communicated. Travel was one of the sectors most affected by the pandemic – especially during the initial months, however brands like South African Tourism used this opportunity to guide consumers with campaigns that said ‘Don’t travel now, so you can travel later’ and ‘Sacrifice now, celebrate later’. The travel industry has evolved to look beyond instantaneous profits, and has taken small steps to instill confidence and build trust. For example, lodges and hotels now provide flexible bookings – allowing trips to be postponed even up to a year – along with low cost cancellations. Hotels now give consumers the option of having their rooms to be completely disinfected one day before their stay, without letting anyone else use the room in the interim. There are also additional visual representations of health and sanitization measures. Many destination brands have also been offering free virtual tours, to engage and inspire – be it a walk around The Louvre in Paris, real-time guided safaris in South Africa’s Kruger National Park, or 360-degree views of the ruins of Inca settlements in Machu Picchu. This displays brand commitment to consumers and society, as well as the drive to provide meaningful solutions for company growth. Getting it right with customer-centricity Consumers show an active interest in content that is reflective of their own personal values and belief system. For a brand to be able to strike the right chord with their consumers, they need to form strong foundations by continually investing time and effort in getting to know their consumers. Brands must explore diverse areas of consumer personas to gain an understanding of habits, influences, emotions, and behaviours. These findings can be leveraged to construct a solid narrative that offers value, is relevant and insightful enough to evoke an emotion and prompt change. Big gestures are non-mandatory; simple, timely and consistent methods of displaying care and concern establishes long-term trust and affinity. It could be as simple as offering free-of-cost contact-less deliveries during t he lockdown, loyalty points for staying safe at home during the pandemic, or sharing a relevant message of hope and harmony amongst consumers. The entire ecosystem matters Brand values and sensitivity must expand past the consumer base to encompass other stakeholders in the ecosystem as well. Partnerships and associations forged during challenging times help brands meet the needs of all employees, vendors and associates – right across the supply chain. Amidst stringent lockdowns, Marico partnered with Zomato and Swiggy for straight-to-home delivery of their products and all essential food items under the Marico portfolio. This ensured jobs for delivery persons at a time when restaurants were shut, while also bringing convenience to the customers’ doorstep. To help the food industry, Zomato recently made takeaway services available at zero commission to its restaurant partners, while also foregoing the payment gateway charges they incur on all takeaway orders. There is strength in togetherness and immense power in empathy. It is what makes leaders and brands stand out from the herd.

Embracing empathy: The key to driving brand loyalty

<ul><li><keyword id="6260405" type="UNKNOWN" weightage="20" keywordseo="sophia-the-robot">Sophia the Robot</keyword> might soon be the face of brands in the APAC region. </li><li>Her advanced Artificial Intelligence and expressions have made her a rage.</li><li>In an exclusive chat with Advertising and Media Insider, Sophia the Robot talks about bringing change in the world through marketing, the kind of brands she is interested in associating with and how brands stand to gain by associating with her. </li></ul>Sophia the Robot will soon make her debut in advertisements and might be seen as a brand’s face. GroupM’s INCA has partnered with Hanson Robotics, creator of Sophia, to make her available as an influencer partner to brands in the APAC region. Since Sophia is the <keyword id="9922317" type="UNKNOWN" weightage="20" keywordseo="worlds-first-humanoid-robot">world's first humanoid robot</keyword>, she says that she will be able to teach brands how to use technology more effectively and responsibly. “I can share with brands how to use technology for good -- how it can be friendly, expressive, understanding and ethical. I am here to help,” says Sophia. As Sophia gears up to be associated with a brand on a large scale in the APAC region, she told us what kind of brands she is looking for. She says, “I would like to be associated with brands that are socially responsible and committed to improving the lives of humankind. I care about all forms of life on this planet.” On the other hand, Sophia also likes cosmetics, fashion, travel, education, and of course, all kinds of electronic gadgets. She also has a keen interest in healthcare and loves how we humans call elderly people ‘senior citizens’. “They have such wonderful stories and they are cute and funny. Since robots don’t age like humans, I wonder when I get older if you will call me a Senior Robot,” says Sophia, breaking into a chuckle. She would also be the first robot to be associated with a brand in the APAC region after her partnership with INCA. On how an AI-humanoid robot can make a difference to a brand's communication, Sophia says, “Well, to tell you the truth, it is a great responsibility and I plan to take this role very seriously. But I have a feeling that it is going to be a lot of fun, too! I can’t wait to meet someone on the brand side and learn about their product and services and help to promote them to my friends on social media.” She adds, “I want humans to know that the brands I represent are going to be thinking about the future and how to make this world a better place.” But are humans ready to be influenced by a robot? Siddharth Dokania, APAC, Product Lead, INCA says yes. “Her relevant and authentic content can create a genuine connect with the audience. With INCA, Sophia will take up a stronger role as a content creator harnessing the power of her global image into her social followership. Sophia, like other robots, is powered by AI and consumers have been influenced by AI since many years now. Be it content on any social feed or the e-voice assistant on your phone, this is nothing new. In fact, with Sophia, people form genuine connections and the engagement that we see is very real.” Dokania further told us if the novelty of associating with a robot will wear off after Sophia’s first successful campaign, what new capabilities she can offer to brands and much more. Catch the interview here: <div type="Video" msid="78061823" hostid="261" title="Interview: Sophia the Robot on working with brands" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=78061823"></div>

Interview: Sophia the Robot wants to associate with brands that are socially responsible

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div></div></div>Last October, a 28-year-old Lebanese man named Muhamed Amadar was arrested in Lima, Peru. He was alone and hadn't left his apartment for weeks. A search of his apartment found TNT and other chemicals used for making explosives. The Peruvian National Police analyzed the chemicals and determined that they were similar to those by the Lebanese terror group Hezbollah."Based on conversations with Peruvian officials familiar with this investigation, what seems clear is that Amadar is an explosives expert, but not an operator," <a href="http://docs.house.gov/meetings/FA/FA07/20150318/103177/HHRG-114-FA07-Wstate-Lpez-DolzD-20150318.pdf">said former Peruvian Interior Minister Dardo Lopez-Dos</a> in testimony before the US House subcommittee on Foreign Affairs. "He was not going to be the individual who would carry out the attack that was presumably being prepared."That means Amadar had a network."The arrest in October 2014 of ... [Amadar], who confessed to being a member of Hezbollah, with clear evidence of having handled explosives, indicates they seem to be ready to move into an offensive phase using terror," Dardo Lopez-Dos added.<h3 class="p1">'You get little alerts all the time'</h3>Iran, Hezbollah's state backer, has substantially grown its presence in Latin America over the last decade, and we are now seeing reminders of that infiltration."In the last few months... you would think that Hezbollah and Iran by extension have increased their activity in Latin America. But journalists are just picking it up more now," Joseph Humire, executive director at The Center for a Secure Free Society, a think tank, told Business Insider. "You get little alerts all the time. "<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div></div></div>The most recent and high-profile reminder was the death of Argentine prosecutor, Alberto Nisman.Largely considered the foremost expert on Iran's presence in the Western Hemisphere, the 51-year-old was about to testify to Argentina's legislature that the Argentine government had made a deal with Iran to cover up Iran's involvement in the 1994 bombing of a Buenos Aires Jewish center that killed 85 people. Nisman was found shot to the head in his apartment in January, it was made to look like a suicide.If that was the case, Nisman left no note.What he did leave are over a thousand pages of exhaustive research that he'd collected about Iran's presence on his continent over the course of a decade - research that is now being given further treatment considering the suspicious circumstances of his death.In his life, the Argentine government forbid Nisman from testifying before the US legislature on what he'd found in his investigation. After his death, more experts on the subject testified before both the House and the Senate. What those witnesses had to report is alarming. Dardos-Lopez said that Iranian activity in Peru "has advanced very rapidly [and] almost unnoticed."<div class="KonaFilter image-container display-table float_right click-to-enlarge"><div><div class="image on-image"><a title_source="Belk library" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/55159653eab8ead85cfe0c12-960/latin_america_map.jpg"></div></div></div><h3>'The State Department owes the American people answers'</h3>In the past, the US State Department has ignored questions about Iran's inroads in the West, ignoring letters from concerned legislators. They've said that the Obama administration is on top of the situation. But in 2013, 19 legislators signed a letter slamming the administration for putting together a shoddy report on Iran's involvement in the region - one that <a href="http://jeffduncan.house.gov/sites/jeffduncan.house.gov/files/DOS%20Response%20to%20August%201%2C%202013%20Letter.pdf">did not take Alberto Nisman's work into account</a>.That's when South Carolina Representative Jeff Duncan accused the <a href="http://jeffduncan.house.gov/editorial/rep-jeff-duncan-department-state-obstructing-congressional-oversight">State Department of obstruction. </a>"The State Department has chosen to obstruct Congressional oversight of Iran's deepening relations with countries in Latin America by sending a letter that did not answer even a single question," Duncan wrote. "The State Department owes the American people answers to these questions on whether they still believe Iran's influence is 'waning' in the Western Hemisphere."Recent Congressional hearings on this issue uncovered disturbing evidence of Iran's ability to recruit over a thousand students from Latin America to travel to Iran for training, obtain fraudulent passport documentation, exploit free trade zones and loose border security measures, and cooperate with drug cartels and criminal networks," Duncan continued."In light of the events in Syria with ramifications for U.S. homeland security, the Administration should prioritize this issue of Iran's deepening penetration within the Western Hemisphere and stop putting up road blocks to Congressional oversight."<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div><h3>'An attempt to win converts and sympathizers'</h3>There are indications of how Iran is winning favor in Latin American countries. For example, Iranian agents have made it a point to connect with a militant Peruvian indigenous rights group called the Etnocaceristas founded by Peruvian President Ollanta Humala.<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div></div></div>Humala's brother, Antauro Humala, leads the Etnocaceristas from jail, where he is serving out a sentence for sedition, homicide and kidnapping. On paper, that makes him sound like the perfect partner for a group like Hezbollah.So Iran's agents look for ways to strengthen the idea that Iran is a natural ally of Peru's indigenous people."In an attempt to win converts and sympathizers, cultural memes are used to create parallels between seemingly disparate religions and cultures," said Lopez-Dos. "Such concepts as the Shiite belief in the 'return of the Mahdi' can be translated closely to resemble the traditional Inkarri myth, believed by many indigenous in the Andes to represent the return of the Inca (God). Such parallels can be used to provide a certain cover of legitimacy to those otherwise thought of as 'outsiders.'"If Iran manages to pull that off successfully, these 'little alerts' might start getting too big for anyone to ignore. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/smartphone-impact-brain-body-sleep-2015-2">This is what happens to your brain and body when you check your phone before bed</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="BvMjVqcjoHdZBG6tTpXy8UkhB5_46U_c" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

You Searched For "inca influencer marketing" and got 12 results

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