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<ul class="summary-list"><li>Influencer marketers are moving away from campaigns with micro influencers and back to big stars.</li><li>A new survey from Linqia saw a drop in marketing work among creators with fewer than 500,000 fans.</li></ul>A few years ago, <a target="_blank" href="https://www.businessinsider.com/category/influencers">influencer</a> marketers were ditching their plans to hire celebrity content creators for brand deals in exchange for <a target="_blank" href="https://www.businessinsider.com/micro-influencers-are-top-category-to-hire-marketer-survey-2020-3">influencers with smaller audiences</a>. Goodbye, Kim Kardashian. Hello, small-town beauty influencer.Smaller creators, often categorized as "micro" influencers, typically have fewer than 100,000 fans. Marketers believed that cohort could reach a more intimate audience than celebrities and appear more authentic in their messaging, driving up engagement rates. They were also cheaper to hire, costing a few hundred dollars for a sponsored post instead of the thousands that an influencer with millions of followers might charge. <a target="_blank" class="" href="https://www.businessinsider.com/how-instagram-nano-influencers-can-make-money-from-sponsored-posts-2020-3">Nano influencers</a>, or creators with as few as 5,000 fans, could charge as little as $5 for a promotional post.But the race among marketers to work with less famous (and cheaper) creators may be on its way out.In a recent <a target="_blank" class="" href="https://www.linqia.com/2025-soim/">survey</a> of 200 US enterprise marketers by the influencer firm Linqia, the agency found that between 2023 and 2024, the share of marketers who planned to work with celebrity and mega influencers grew, while interest in working with creators with fewer than 500,000 followers dropped. The survey ran between July and September.The share of survey respondents who said they wanted to work with a celebrity grew from 30% to 40% between 2023 and 2024. For mega influencers, the share rose from 48% to 60% over the same period. But a smaller share of marketers said they planned to work with macro, micro, and nano influencers year-over-year. Micro influencers as a category of work dropped from 74% to 62% between 2023 and 2024, while nano influencer work fell from 37% to 28%.One micro influencer, <a target="_blank" class="" href="https://www.businessinsider.com/instagram-micro-influencer-how-much-money-month-affiliate-marketing-shopping-2021-11">Bethany Everett-Ratcliffe</a>, said she'd felt this impact on her business. Everett-Ratcliffe told Business Insider she has been "getting less paid partnerships" than in years prior, and has also noticed that more brands are "going through agencies," rather than reaching out directly.Other influencer-marketing firms separately told BI that they'd seen a shift away from less popular creators and toward bigger stars this year.So, why are micro and nano influencers losing their sparkle among marketers?A few reasons, industry insiders told BI:<ul><li>Micro influencers are becoming more expensive.</li><li>They're not driving engagement as much on social apps like TikTok that are flooded with content.</li><li>And working with them can be resource intensive, particularly as brands aim to vet talent more heavily before launching campaigns.</li></ul>"Some brands are requiring more vetting and approvals over creators and content so they don't want to have too many on a given program, and are instead focusing on fewer and bigger creator partnerships," Keith Bendes, VP of strategy at Linqia, told BI.While interest in larger creators is growing at the expense of smaller ones, macro and micro influencers still lead overall, with macro influencers being the most popular category for hire in 2024.<h2 id="89f37f0f-c928-408e-b0f1-e6752afd0ff7">Go big or go home</h2>One of the main reasons less famous creators are losing work is that they're starting to charge more, making it harder for marketers to see a return on investment. Four creators with 25,000 followers can cost more than one creator with 100,000 fans, Bendes said."Micro influencer rates have been rising and it's no longer a simple calculation," Bendes told BI.Other marketers have <a target="_blank" href="https://digiday.com/marketing/as-influencer-marketing-grows-so-do-micro-influencer-rates-there-have-been-10-20-fee-jumps-year-over-year/">reported up to 20% cost increases</a> among micro influencers between 2023 and 2024.Over-saturation on social apps is also a big factor. It's harder than ever to get noticed on apps like TikTok and Instagram. Hiring creators with larger, established audiences can help a brand break through the noise, especially as organic reach on platforms continues to be unpredictable, Bendes said.When Linqia respondents were asked about how they measured the success of a campaign, "reach" (tallied in views) was the top response, followed by engagement rate and conversions.Instead of taking a gamble on a micro influencer, brands are focusing on "fewer and bigger" creator partnerships, as well as more vetting of which creators they work with, Bendes added."Macro and mega influencers are some of the big-swing bets that brands have been more willing to take, to invest in, and they're paying off in big ways," James Nord, founder and CEO at the influencer-marketing firm Fohr, told BI.Meanwhile, celebrity endorsement campaigns have also been on brands' priority lists this year — from Sabrina Carpenter's partnership with Blank Street and Michael Cera's CeraVe Super Bowl campaign."These celebrity partnerships were successful because they felt natural, were clever, and also aligned with the celebrities' brands, making them feel authentic versus simply a commercial move," said Olivia McNaughten, a senior director at the influencer-marketing platform Grin.Still, the trend wasn't universally observed. Jonathan Chanti, chief growth office and talent president at Viral Nation, said: "We've seen a recent trend where brands have begun to shift their budgets away from mega influencers — those boasting over 5 million followers —toward mid-tier creators, who typically have up to 500,000 followers.Plenty of opportunities remain for less-famous talent, even if some sponsored content deals are fading. User-generated content (<a target="_blank" class="" href="https://www.businessinsider.com/how-to-make-money-from-ugc-user-generated-content-ads">UGC</a>), <a target="_blank" class="" href="https://www.businessinsider.com/how-to-make-money-with-affiliate-marketing">affiliate</a> links, and other performance-based marketing tactics continue to benefit creators with smaller audiences due to lower barriers to entry.UGC, a format in which a creator makes content a brand can use on its channels (instead of the influencer's own), is the third-most-popular way that brands and marketers choose to work with creators, according to Linqia's survey.The pool of money for sponsored content deals is still growing and is expected to hit <a target="_blank" class="" href="https://www.emarketer.com/content/state-of-influencer-brand-deals-2024">around $8 billion</a> in the US this year, according to eMarketer.And within a year, micro influencers could very well be surging again among brands. The influencer marketing industry ultimately ebbs and flows at the whims of tech platforms' algorithms.

The influencer middle class is getting squeezed as marketers turn to superstar creators and celebs

<ul class="summary-list"><li>The influencer economy is now valued at $250 billion, according to Forbes.</li><li>Making money as an influencer has changed a lot in 10 years, with multiple potential income streams.</li></ul>The influencer business has exploded over the past decade and is now <a target="_blank" class="" href="https://www.forbes.com/sites/daniellechemtob/2024/10/28/forbes-daily-the-250-billion-influencer-economy-is-booming/">worth $250 billion, according to Forbes</a>.Ten years ago, one estimate <a target="_blank" class="" href="https://www.capitala.co/business/18984/billion-dollar-boy/">from the influencer marketing agency Billion Dollar Boy</a> placed the industry's value at just $200 million.<a target="_blank" class="" href="https://www.businessinsider.com/top-ways-to-make-money-as-content-creator?r=how-to-become-an-influencer">Making money as an influencer</a> has changed a lot since then, both in terms of how much individual creators can make and how."It's gone from creators unlocking ad revenue on platforms like YouTube to a multi-channel industry where brands and influencers collaborate across social media," said Nirozen Thav, cofounder and CEO of the content licensing company Humant Life.According to an Izea report in 2014, the average cost of a <a target="_blank" href="https://www.businessinsider.com/average-price-brands-pay-per-instagram-influencer-sponsorship-izea-2019-11?r=US&amp;IR=T">sponsored post on Instagram</a> increased significantly between 2014 and 2019, from $134.04 to $1,642.77.During <a target="_blank" class="" href="https://www.businessinsider.com/price-per-influencer-sponsorship-on-social-media-instagram-youtube-facebook-2019-11">the same period</a>, the price of the average sponsored YouTube video increased from $420 to $6,700.<a target="_blank" class="" href="https://www.businessinsider.com/how-do-instagram-influencers-make-money">On Instagram now</a>, creators can earn hundreds of thousands or even millions annually from partnerships.<a target="_blank" class="" href="https://www.businessinsider.com/how-much-money-youtube-stars-make-per-month-creator-income-2020-5">On YouTube</a>, creators can earn between $1.61 and $29.30 <a target="_blank" class="" href="https://www.businessinsider.com/how-much-money-youtube-pays-for-1000-views-creator-rpm">per 1,000 views</a>, <a target="_blank" class="" href="https://www.businessinsider.com/how-much-do-youtubers-make">Business Insider's media team reported</a>, so it remains a lucrative platform for turning views into cash.Those with over a million subscribers can <a target="_blank" class="" href="https://www.businessinsider.com/how-much-youtube-pays-for-one-million-subscribers">easily make six figures</a>, and YouTubers with more than that can <a target="_blank" class="" href="https://www.businessinsider.com/how-to-make-one-million-a-month-on-youtube-2023-8">sometimes earn millions</a>.<h2 id="debed915-4d8a-4d57-a527-4407fbf43026">Multiple income streams</h2>What's largely changed in 10 years is how creators can maximize their income, both on and off social media.Liam Parkinson, the cofounder of Inflverse, a financial management platform for creator agencies, made a name for himself as a content creator on YouTube.He amassed 750,000 subscribers in 2013 and has seen firsthand how the industry has moved from having a sole reliance on advertising revenue to brand sponsorships and deals.Today, Parkinson said the "savviest creators" are "leveraging multiple income streams," including brand partnerships, merch and products, paywalled content with subscriptions, and equity deals, among other things.Katya Varbanova, <a target="_blank" class="" href="https://www.tiktok.com/@theofficialkatya">an influencer</a> turned CEO of Viral Marketing Stars, told BI she started making content in 2015, primarily on former streaming platforms such as Periscope and Busker. The latter sponsored Varbanova's trip to a Snapchat conference in 2016, paying her $1,000.Back then, content creators were also happier to receive PR boxes of products as payment for promotion, Varbanova said. Now, they prefer to get paid for their labor.Varbanova was recently offered $5,000 for one 30-second TikTok video, which the brand could license for three months."Brands have become a lot more willing to pay influencers," she said.Jacob Lucas, who shares <a target="_blank" class="" href="https://www.tiktok.com/@jacoblucas101?lang=en">relationship advice</a> on TikTok and Instagram, started making content around five years ago and decided to become a creator full time about a year in.Lucas told BI that views have never made his career lucrative. Rather, he makes money from brand deals, where he charges around £8,000 ($10,379) per video, with wiggle room depending on how much he likes the company or product.<h2 id="dba7c209-48a2-4e9c-83be-3be5eaac2ab6">Engagement and authenticity over follower count</h2>Savannah Britt, a PR specialist and the CEO at The Brittprint Agency, told BI that follower count used to determine whether an influencer could partner with a company.But now, some of her clients have been struggling to secure brand deals — even one with over 10 million followers — because of a push toward engagement."Brands are seeking creators who are trending right now," Britt said. "Your pay and window for opportunity are quantified by how hot you are in the present moment."<a target="_blank" class="" href="https://www.businessinsider.com/reesa-teesa-who-tf-did-i-marry-income-contant-creation-2024-10">Reesa Teesa</a> is a great example, she said, because she essentially blew up overnight and doubled her income when she posted a 50-part post about her toxic ex-husband."She seized a moment that optimized a lifetime of opportunity," Britt said.There's also a push for authenticity in creator marketing, with audiences getting <a target="_blank" class="" href="https://www.businessinsider.com/tiktok-pseudo-shopping-channel-gen-z-had-enough-deinfluencing-influencers-2024-4">tired of relentless ads</a>.Dominic Smales, the founder and former CEO of the world's first digital talent management agency Gleam Futures, who has just cofounded the new creator marketing venture GloMotion Studios, told BI people turned to the internet in the 2010s because they were bored of legacy media."They wanted to be entertained by people that they related to and were new and fresh and unfiltered and all of those kind of things," he said. "Brands are making it boring again for these audiences."<h2 id="e7307c7a-9a13-4b94-9dbe-303788fae261">Sorting the issues</h2>While the potential for earnings is still high, content creators have long been plagued by being taken advantage of in a rapidly evolving economy and burning out from high demand. Some companies are hoping to change that.Parkinson hopes to solve how long it takes for creators and their management agencies to get paid with Inflverse.Brands can take up to three months to pay out. Sometimes, they don't pay out at all, and the creator can't do much about it."Imagine working a normal 9-5 and your boss telling you that you aren't getting paid for 90 days, and even at that point, it isn't guaranteed," Parkinson said.According to Varbanova, the content creators who will make the most of the evolving industry are those who take advantage of all the services available to them — especially as some marketers are <a target="_blank" class="" href="https://www.businessinsider.com/micro-influencer-campaigns-decline-marketers-turn-to-big-stars-2024-10">moving back toward working with mainstream celebrities</a>.She said they would also be wise to become part or full owners of their own brands and companies, like MrBeast with Feastables, Logan Paul and KSI with Prime, and Charli D'Amelio with D'Amelio Footwear.That way, creators are "monetizing their influence rather than just relying on brand deals," Varbanova said."That is the future," she said. "That was always the future of influencing — build a loyal audience and then launch brands and products you designed with that audience in mind."

How making money as an influencer has changed in a decade

<ul class="summary-list"><li>Indexes edged lower Thursday as investors assessed jobless claims and geopolitical tensions.</li><li>Jobless claims climbed to 225,000, surpassing forecasts of around 221,000.</li></ul>US stocks inched lower on Thursday, fueled by an uptick in jobless claims ahead of a key jobs report and continued tensions in the Middle East. Weekly jobless claims rose by 6,000 to 225,000, according to Labor Department data released Thursday.That surpassed forecasts of around 221,000, but weekly claims remain low, with the four-week moving average falling to its lowest since June.Investors are also focused on simmering geopolitical conflict in the Middle East, which triggered a sell-off Tuesday and early on Wednesday following a missile attack by Iran against Israel. Oil prices have spiked this week as investors fear disruption to supply if Israel retaliates by striking Iran's oil facilities. On Friday, investors will be closely watching the September jobs report, which is expected to show the unemployment rate staying flat at 4.2%. Forecasters see an increase of 150,000 jobs in September, ahead of August's figure of 142,000. The data will be a key indicator for the Federal Reserve's next rate cut decision after its jumbo 50-basis-point-rate cut last month. Markets are currently pricing in a 65% chance of a smaller, 25-basis-point cut in November, according to the CME FedWatch tool.Analysts say the report will likely have a big influence on both markets and the Fed in the coming weeks."We think a soft employment report is likely to generate a larger market response vs a strong labor report," Bank of America analysts said in a Wednesday report."We think the market is likely to focus most on labor data in the weeks ahead but must acknowledge inflation data could also support another 50bp cut in Nov," they added.Here's where US indexes stood shortly after the 930 a.m. opening bell on Thursday:<ul><li><a target="_blank" href="https://markets.businessinsider.com/index/s&amp;p_500?utm_source=markets&amp;utm_medium=ingest%3Futm_source%3Dmarkets&amp;utm_medium=ingest&amp;utm_medium=ingest&amp;utm_source=markets&amp;utm_medium=ingest&amp;utm_source=markets">S&amp;P 500</a>: 5,694.76, down 0.26% </li><li><a target="_blank" href="https://markets.businessinsider.com/index/dow_jones?utm_source=markets&amp;utm_medium=ingest%3Futm_source%3Dmarkets&amp;utm_medium=ingest&amp;utm_medium=ingest&amp;utm_source=markets&amp;utm_medium=ingest&amp;utm_source=markets">Dow Jones Industrial Average</a>: 42,048.11, down 0.35% (-148.41 points)</li><li><a target="_blank" href="https://markets.businessinsider.com/index/nasdaq_composite?utm_source=markets&amp;utm_medium=ingest%3Futm_source%3Dmarkets&amp;utm_medium=ingest&amp;utm_medium=ingest&amp;utm_source=markets&amp;utm_medium=ingest&amp;utm_source=markets">Nasdaq composite</a>: 17,877.91, down 0.29%</li></ul>Here's what else is going on today:<ul><li>Two sectors of the stock market are <a target="_blank" class="" href="https://markets.businessinsider.com/news/stocks/stock-market-election-impact-trump-win-election-financials-energy-rbc-2024-10">poised to benefit most</a> if Trump wins in November, according to RBC. </li><li>OpenAI will <a target="_blank" class="" href="https://www.businessinsider.com/openai-chatgpt-stock-sale-artificial-intelligence-fundraising-valuation-sam-altman-2024-10">let employees sell some stock</a> after its monster fundraising round.</li><li>Stocks face a <a target="_blank" class="" href="https://markets.businessinsider.com/news/stocks/stocks-market-outlook-pullback-manufacturing-pmi-lei-recession-consumers-labor-2024-10?_gl=1*7dongh*_ga*MTY3OTgyNjg0MS4xNzIxMDE2MDM2*_ga_E21CV80ZCZ*MTcyNzk1OTg4Mi4yMTguMS4xNzI3OTYwNjc3LjQyLjAuMA..">10% drop</a> with key economic data mired in recession territory, Verdence's CIO says.</li></ul>In commodities, bonds, and crypto:<ul><li>Oil futures rose. <a target="_blank" class="" href="https://markets.businessinsider.com/commodities/oil-price?type=wti">WTI crude</a> rose 2.5% to $71.88 a barrel. <a target="_blank" href="https://markets.businessinsider.com/commodities/oil-price?utm_medium=ingest&amp;utm_source=markets">Brent crude</a>, the international benchmark, climbed 2.3% to $75.62 a barrel.</li><li><a target="_blank" href="https://markets.businessinsider.com/commodities/gold-price?utm_medium=ingest&amp;utm_source=markets">Gold</a> was nearly flat at $2,668 an ounce. </li><li>The 10-year Treasury yield rose two basis points to 3.813%.</li><li><a target="_blank" class="" href="https://markets.businessinsider.com/currencies/btc-usd">Bitcoin</a> inched lower to $60,438. </li></ul>

Stock markets today: Indexes slip as jobless claims rise ahead of highly anticipated jobs report

New Delhi: India is set to enter a transformative "smartphone era" for cars in 2025, with the introduction of vehicles featuring 5G M2M connectivity and advanced AI technologies, according to the latest findings from Techarc's India Connected Consumer Report 2025. The report said the automotive sector will skip 4G and will enable connectivity using the latest 5G cellular technology. It observed that consumers are interested in spending money on improving the value proposition in terms of features, quality and experience rather than exploring too many smart devices. "22 per cent of the respondents shared about considering optimising their smart devices portfolio. Among the new set of categories, smart/connected cars is generating high interest among consumers. 55 per cent of the respondents said that they have come across news or information about smart/connected cars in recent times," it said. Starting in 2025, passenger cars in India will be equipped with 5G M2M connectivity, on-device GenAI, and cloud connectivity, making advanced technologies accessible across various price segments, it added. In-vehicle computing and artificial intelligence (GenAI), along with cloud applications, will become essential components of cars, enabling real-time data processing to support drivers effectively. Most cars priced at Rs 20 lakh and above will feature these technologies as standard. The cumulative revenues from automotive chipset companies have already surpassed USD 1.5 billion, with companies like Qualcomm and MediaTek leading the market. Some of the familiar applications that consumers will be able to use while driving include communication apps for audio/video conferencing, OTT entertainment apps, music streaming, podcasts, online shopping, vehicle maintenance, and servicing. "With connectivity and the technologies it brings to the cars, the future of the automobile sector will be fundamentally determined by the auto-technologies that will influence the overall experience, performance, comfort, safety and entertainment available to the drivers as well as the passengers. "So far, such features were seen as luxury or high-end experiences. But starting 2025, many of these will become mainstream for cars in India," Techarc AutoTech Analyst Sadat Ahanger said. With 22 automobile manufacturers producing nearly 5 million passenger vehicles annually in India, the country is poised to become a leader in the global 5G M2M market within the next few years, the report said. About 21 per cent of respondents said MG Motors is the leader in providing <keyword id="24016739" type="General" weightage="20" keywordseo="connected-cars-in-India" source="keywords">connected cars in India</keyword>, followed closely by Kia Motors at 18 per cent and Tata Motors at 15 per cent, it added. Hyundai and Maruti Suzuki also ranked among the top-five brands in this category. The report draws insights from a survey of 4,500 "connected consumers" across metro and non-metro cities. The report defined a connected consumer as one owning at least 3 smart devices in addition to a smartphone.

India to shift to 'smartphone era' for cars embracing 5G, advanced AI in 2025: Report

The residential market shows a positive outlook, with 51% of stakeholders predicting higher sales over the next six months. However, a notable 24% expect stability, while 25% predict a potential decrease, reflecting a balanced yet cautious sentiment, as per a recent <keyword id="19895043" type="General" weightage="20" keywordseo="Knight-Frank" source="keywords" meta.keywordsubtype="org" meta.entityname="Knight Frank" meta.hostid="261" meta.entityid="Knight Frank">Knight Frank</keyword> report. The outlook for residential launches is also positive, with 61% expecting an increase, suggesting continued demand. A more tempered view is held by 20% of respondents who expect stability, and 19% foresee a decrease in launches. The Indian <keyword id="20152263" type="General" weightage="20" keywordseo="real-estate-sector" source="keywords">real estate sector</keyword> continues to reflect a positive outlook for the near future, though with a more cautious approach. In terms of pricing, 63% of stakeholders expect a rise, but 36% anticipate stable prices, and a very small minority predict a decline. G Hari Babu, National President, National Real Estate Development Council (<keyword id="20429653" type="General" weightage="20" keywordseo="naredco" source="keywords">NAREDCO</keyword>), said, "The residential and office markets continue to show notable activity, signaling ongoing growth and opportunity. Developers and other key stakeholders, including banks and financial institutions, are maintaining a positive outlook." He added, "This suggests that while there may be short-term challenges, the sector is well-positioned to adapt and thrive. The continued optimism and activity in the market highlight the sector's ability to sustain its momentum and drive forward, amidst changing conditions." The <keyword id="22822547" type="General" weightage="20" keywordseo="office-leasing-market" source="keywords">office leasing market</keyword> shows signs of strong recovery, with 63% of respondents predicting an increase in leasing activity, driven by positive business sentiments and <keyword id="21313740" type="General" weightage="20" keywordseo="economic-revival" source="keywords">economic revival</keyword>. However, 24% expect stability, and 13% foresee a decline. New office supply also remains a point of interest, with 47% expecting an increase, while 29% anticipate stability, and 24% forecast a decrease. Furthermore, 67% of stakeholders expect office rents to rise, signaling confidence in the market's ongoing growth, even as 27% anticipate stable rents and 7% expect a decrease. The <keyword id="20635920" type="General" weightage="20" keywordseo="future-sentiment-score" source="keywords">Future Sentiment Score</keyword>, which measures stakeholders' outlook over the next six months, saw adjustments across various regions. The North Zone score slightly decreased from 65 in Q1 2024 to 63 in Q2 2024, though it remains firmly optimistic. The South Zone witnessed a more significant drop from 76 to 65, signaling a moderated outlook. In the East Zone, the score fell from 77 to 65, largely influenced by the discontinuation of the 2% stamp duty cut. The West Zone also saw moderation, with the score dipping from 73 to 66, though it too, remains optimistic. The overall Developer Future Sentiment score decreased from 72 to 61, reflecting a more guarded approach. Developers, while cautious, continue to remain optimistic due to strong sales since early 2023. On the other hand, the Non-Developer Future Sentiment core, which includes financial institutions and PE funds, also moderated from 73 to 68. This shift indicates stakeholders' careful consideration of macroeconomic concerns. Optimism in India's broader economic scenario remains strong, with 59% of respondents expecting an improvement, reflecting confidence in the country's economic resilience. However, 24% foresee stability, and 17% predict a decline, underscoring global economic uncertainties. Meanwhile, 51% of respondents anticipate increased funding availability for real estate investments, reflecting continued confidence in the financial sector's support for the real estate market. Shishir Baijal, Chairman and Managing Director of Knight Frank India Pvt Ltd, noted, "As we transition through 2024, a host of factors are playing out globally. The global economic landscape shows resilience despite ongoing challenges. Inflation rates are gradually aligning with central bank targets, enabling a more supportive monetary policy. India, benefiting from stable post-election conditions, remains a strong growth beacon." He added, "Domestic consumption is robust, supported by consumer loans, though there are some signs of growth moderation. Food inflationary pressures persist, but are converging overall towards price stability targets. With a projected GDP growth rate of 7.2% for FY 2025, India's outlook remains positive. An effective monetary policy by the Reserve Bank of India has helped sustain growth with price stability, positioning India as one of the fastest-growing large economies globally." The Current Sentiment score, which reflects stakeholders' view of the market compared to six months ago, moderated from a decadal high of 72 in Q1 2024 to 65 in Q2 2024. This suggests a more measured outlook as stakeholders navigate evolving global economic conditions. Despite the dip, the score remains indicative of optimism. Looking forward, the Future Sentiment index also adjusted from 73 in Q1 2024 to 65 in Q2 2024, signaling a positive yet more conservative outlook for the near term. While macroeconomic uncertainties may dampen enthusiasm, stakeholders continue to show confidence in the sector's resilience and adaptability.

Despite budget provisions, residential housing market will see sales growth, notes recent report by Knight Frank

Nalin Bansal, Chief Relationship Management at the National <keyword id="20242630" type="General" weightage="20" keywordseo="payments" source="keywords">Payments</keyword> Corporation of India (<keyword id="19998946" type="General" weightage="20" keywordseo="NPCI" source="keywords">NPCI</keyword>), speaking at the Global Fintech Festival 2024 on Wednesday, emphasized that only 25 per cent of payment users are <keyword id="19900675" type="General" weightage="20" keywordseo="women" source="keywords">women</keyword>, with even lower penetration in semi-urban and rural areas. "While we've achieved significant scale in <keyword id="20377974" type="General" weightage="20" keywordseo="financial-inclusion" source="keywords">financial inclusion</keyword>, penetration remains a challenge, with only 25% of payment users being women, and even fewer in semi-urban and rural areas. Many women's mobile numbers are not linked to their bank accounts, hindering their participation," Bansal said. He added, "Yet, data shows women are 50% less prone to fraud and are highly loyal and engaged users. As an ecosystem, we must prioritize personalized, assisted services and continuous engagement across all channels. UPI123 has made strides, especially for initiatives like Ujjwala, and prepaid instruments hold promise as a 'secret purse' for women. Building trust is crucial, and it is our collective responsibility to foster it." Women are more likely to adopt <keyword id="20853683" type="General" weightage="100" keywordseo="digital-financial-services" source="keywords">digital financial services</keyword> when introduced by local agents or <keyword id="22950816" type="General" weightage="20" keywordseo="community-influencers" source="keywords">community influencers</keyword>, particularly women who can help them overcome social and technological barriers. Women who make at least five <keyword id="19971375" type="General" weightage="20" keywordseo="transactions" source="keywords">transactions</keyword> in the first week of onboarding are twice as likely to continue using <keyword id="19900911" type="General" weightage="20" keywordseo="UPI" source="keywords">UPI</keyword>. This highlights the need for financial service providers to rethink in-app nudges and sales metrics to encourage consistent usage. 93 per cent of women surveyed expressed the need for ongoing support during the first three months of using digital payments, particularly for grievance redressal during failed transactions. Kalpana Ajayan, Regional Head - South Asia, Women's World Banking, said, "We recognize that digital payments can serve as a powerful tool for women, enabling them to manage their finances more effectively, access a broader range of services, and ultimately secure a better future for themselves and their families." She added, "By addressing the specific barriers that women face in adopting digital payments, we open up a new frontier for growth. This initiative is about much more than inclusion--it's about positioning women as key drivers in the digital financial ecosystem." The NPCI's UPI platform has already revolutionized India's payment landscape, with UPI transactions soaring from Rs 920 million (USD 11.08 million) in FY 2017-18 to Rs 83750 million (USD 1.01 billion) in FY 2022-23, reflecting a staggering CAGR of 147 per cent. The value of UPI transactions reached INR 80.79 trillion (USD 96,287) across approximately 55.66 billion transactions in the first four months of FY 2024-25. Of the 536 million women aged 15 years and older in India, 37 per cent report using mobile internet, making the addressable market for UPI solutions among women around 200 million strong.

Women are more likely to adopt digital financial services when introduced by local agents or women community influencers

The <keyword id="21627536" type="General" weightage="100" keywordseo="gold-loan-market" source="keywords">gold loan market</keyword> in <keyword id="19895063" type="General" weightage="20" keywordseo="India" source="keywords">India</keyword> is on the cusp of substantial growth, driven by rising per-gram gold rates and increasing customer demand. Currently, the market is predominantly controlled by the <keyword id="21485305" type="General" weightage="20" keywordseo="unorganized-sector" source="keywords">unorganized sector</keyword>, which holds a 63 % share, while <keyword id="22789155" type="General" weightage="20" keywordseo="organized-players" source="keywords">organized players</keyword>, including banks and Non-Banking Financial Companies (<keyword id="19938300" type="General" weightage="20" keywordseo="NBFCs" source="keywords">NBFCs</keyword>), account for the remaining 37 %, according to a recent <keyword id="20055667" type="General" weightage="20" keywordseo="PwC" source="keywords" meta.keywordsubtype="org" meta.entityname="PwC" meta.hostid="83" meta.entityid="PwC">PwC</keyword> report. Indian households are estimated to possess approximately 25,000 tonnes of gold, valued at around Rs 126 lakh crore. Despite this vast wealth, the existing gold loan market through organized channels is valued at just Rs 7.1 lakh crore. With the market penetration of gold loans in India currently at only 5.6%, there is considerable untapped potential within <keyword id="22902023" type="General" weightage="20" keywordseo="household-gold-holdings" source="keywords">household gold holdings</keyword>. Although not all gold is available for pledging--due to factors such as religious significance, emotional value, or lack of financial need--there remains substantial opportunity for growth in the gold loan sector. The gold loan market in India has historically been dominated by the unorganized sector. However, in recent years, organised players, particularly NBFCs, have begun to gain market share. Banks, too, have been making inroads, especially through retail gold loans and a continued focus on agricultural gold loans. This shift is expected to continue as organised players leverage their formal lending structures, transparency, and customer trust to capture a larger share of the market. Shaji Varghese, CEO, Muthoot FinCorp Limited, "Gold loan assets have been growing steadily and the potential to grow further is high since a major part of the country's gold loan market is still in the unorganized sector. <keyword id="19910265" type="General" weightage="20" keywordseo="gold-prices" source="keywords">Gold prices</keyword> have been rising over the years. There is also a paradigm shift on how buying gold is perceived today. Traditionally gold was purchased for historical, cultural and societal reasons and while that continues, people have started buying gold as an investment and also as a convenient option to raise funds for financial requirements." India remains one of the world's largest consumers of gold, with total demand reaching 747 tonnes in 2023. However, this represented a 3% decrease compared to the previous year, primarily due to the surge in gold prices, which dampened demand for gold jewellery. The price of gold in India increased from Rs 55,375 to Rs 66,532 per 10 grams (22 carats) between November 2023 and May 2024, prompting a shift towards lightweight or lower-carat jewellery items. Globally, the demand for gold grew by 3 % in 2023, with China emerging as the largest market. The global market's expansion presents opportunities for Indian gold loan financiers to explore new avenues for growth beyond domestic borders. Gold's relationship with the US dollar is a key factor influencing gold prices in India. A weakening rupee often leads to an increase in gold prices, as gold is priced in USD internationally. This dynamic drives higher imports and increases the cost of gold in rupees, further fuelling demand as investors seek a safe haven against currency fluctuations. V.P. Nandakumar, Managing Director and Chief Executive Officer, Manappuram Finance Ltd, "Of late, the sharp increase in gold prices has imparted some stability to the gold loan book of most players and we do not expect gold prices to come down due to geo-political factors, the accumulation of gold by central banks as well as the lasting allure of the yellow metal." The securitisation of gold through various financial instruments offers new avenues for gold loan players to diversify their offerings. By using gold-based security as collateral, established players can introduce new loan products that leverage the intrinsic value of physical gold.

India's gold loan market set for rapid growth amid rising prices; unorganized sector holds 63% share, notes recent PwC report

In early August, Goldman Sachs rolled out a fresh look.The Wall Street bank updated its website to reflect a new color palette, replacing its iconic blue-and-white color scheme with more neutrals, blacks, and whites. It also <a target="_blank" class="" href="https://www.businessinsider.com/goldman-sachs-new-logo-and-website-before-and-after-2024-7">unveiled a new logo</a> with a softer, rounder typeface and — in perhaps the biggest change — connected the G in Goldman with the S in Sachs.The redesign was subtle. Outside Wall Street, it barely registered. Inside the halls of Goldman Sachs, however, some people were perplexed.In 2020, Goldman made a show of disconnecting the G and S in its logo to modernize its look. Why, bank insiders were asking, had the firm just spent millions of dollars over several years to revert back to a logo it had ceremoniously ditched just four years earlier?<div type="image" title="Side-by-side images of Goldman's logo" height="1080" width="1920" msid="115309583" hostid="261" sizebytes="18594"></div>The rebranding effort has spotlighted the executive who spearheaded it: Fiona Carter, the chief marketing officer. Since Carter joined Goldman in 2020 from AT&amp;T as the bank's first CMO, her team's work and its spending have become a topic of conversation inside the 150-year-old bank.Carter expanded the marketing team to more than 100 employees at its peak, up from about 15 to 25, and upped spending on glitzy sponsorships, according to current and former Goldman employees.Despite going public in 1999, <a target="_blank" href="https://www.businessinsider.com/goldman-sachs-partner-class-perks-privileges-cross-ruffing-process-2024-10">Goldman is still run as a partnership</a>, which can lead senior leaders to feel empowered — in some cases duty-bound — to seek to influence the company's spending and strategic direction. Several high-ranking officials told Business Insider that they questioned the cost and efficacy of the bank's marketing efforts under Carter.BI spoke with 18 current and former Goldman employees, including some supporters, about Carter and her team's role at the bank. Some of these people were granted anonymity since they were not authorized to discuss company matters.Carter did not respond to a request for comment. However, she addressed the skepticism she's faced in an interview with Forbes earlier this year, saying that some of her Goldman colleagues have been reluctant to embrace marketing.The complaints echo earlier tumult around CEO David Solomon's <a target="_blank" href="https://www.businessinsider.com/goldman-sachs-pivot-marcus-consumer-banking-ambitions-2022-8">ill-fated push into consumer banking</a>, which led to criticisms, including from <a target="_blank" href="https://www.businessinsider.com/rip-goldman-sachs-wall-street-investment-bank-dead-2023-11">powerful partners</a>, that the bank was spending at the expense of core businesses like investment banking and trading. Speculation over Solomon's own future died down in 2023 after it became clear that shareholders — and the board — backed him.In recent months, talk has swirled inside the firm that Carter's team could be thinned through head-count reductions.Top Goldman officials denied any plans to cut Carter's department and said she had upgraded Goldman's marketing capabilities. What's more, they say, the division she has built is vital to growing the company's asset-management and private-wealth businesses, which have become an increasingly important source of revenue in light of the consumer-banking retreat.Goldman's assets under supervision have increased more than 50% since Carter joined the firm in 2020, rising from about $2 trillion to over $3 trillion at the end of the third quarter. And despite the consumer-banking setback, Goldman's stock is up more than 160% since Solomon took over in 2018, compared to a gain of 104% in the S&amp;P 500 index."It sounds like a few people have a quaint understanding of marketing at Goldman Sachs," a Goldman spokesman, Tony Fratto, said. "Our head count and spending are a small fraction of our peers. It's not remotely close. The culture of Goldman Sachs is to be lean, effective, and commercial, and marketing meets that test."Goldman never had a chief marketing officer before Carter. Talk to any longtime Goldman dealmaker, and nine out of 10 will speak with pride about how Goldman grew to be a powerhouse investment bank by virtue of its service to clients — not splashy sports sponsorships.In 2020, however, Solomon aspired to <a target="_blank" class="" href="https://www.businessinsider.com/latest-goldman-sachs-news-2019-5">make Goldman a household name</a>. To do that, he and his deputy, the chief operating officer and president John Waldron, planned to upgrade Goldman's marketing game significantly.The men discussed building a marketing operation worthy of a tech giant like Google or Apple, multiple people familiar with their vision said. They turned to the consulting giant McKinsey, which recommended Goldman increase its marketing budget and hire a chief marketing officer, these people said.As AT&amp;T's chief brand officer, Carter handled sports sponsorships, advertising, and diversity messaging in a division headed by the telecom giant's global marketing officer, Lori Lee.With her refined British accent and commanding presence, Carter evoked a level of glamour that some said reflected Solomon's own leadership style, though he pulled back on his celebrity DJing in 2023 amid a backlash. She was praised in on-camera interviews and in the press for initiatives to advance women's equity in advertising. She was photographed at AT&amp;T-sponsored events with Hollywood stars like Robert De Niro and Katie Holmes.Carter joined the firm in September 2020 as a member of the bank's vaunted partnership. Her team was housed in Goldman's executive office, a group of public-facing units that support Goldman's C-suite, including media relations, investor relations, and marketing.In a break from tradition, she did not report to the head of that division, John Rogers. She reported instead to his boss, Waldron, the COO. The shake-up of the traditional hierarchy didn't sit well with Rogers, said executives who spoke to him about the new reporting line."He didn't like it," said a former executive in the department who worked with Rogers. "He lost something, and that had never happened in any significant way."Fratto said that Rogers "was the one who recommended that marketing report to John Waldron. He supported that structure and still does."<div type="image" title="Actor Robert De Niro with Fiona Carter on the red carpet" height="3896" width="4979" msid="115309581" hostid="261" sizebytes="1225586"></div>Carter quickly set out to reorganize and grow Goldman's marketing operation.She assumed control of the 15 to 20 marketing executives who had been reporting to Goldman's global head of communications, Jake Siewert. This marketing team, which was housed in the executive office, focused on companywide initiatives like arranging social-media posts, managing the website, and Goldman's weekly podcast.Goldman also had marketers stationed within the firm's individual business lines who were responsible for division-specific products and services. Prior to Carter, these business-line marketers operated their own fiefs, reporting up to the heads of their units. One byproduct of this was a lack of cohesiveness in branding materials, including web pages for specific business lines that looked different from the rest of the website, a former senior marketing executive recalled. Carter set out to eliminate these issues and streamline Goldman's look and messaging.Carter hired aggressively, and Goldman's marketing operation soon swelled. People who worked in the executive office at that time said an oft-repeated mantra was that marketing was building an "army" — so much so that employees of the media-relations team had to be shifted to a different area of the 29th floor of Goldman's New York City office tower to make room."They're like: 'Our budget is never-ending. We just added another team. We added another 20 people in a night,'" one former executive-office staffer said. "It was crazy."One hire that riled some Goldman insiders was that of Maria dal Pan, a communications industry veteran who was tapped in part to write speeches and talking points for the CMO. Goldman insiders told BI it was unusual for executives other than the CEO to have such a staffer.Fratto told BI that "everyone who heads a function has that kind of support available to them," but the executives who spoke with BI said speechwriting was typically handled by subordinates on an ad hoc basis. Dal Pan, who left Goldman in 2023 after little more than a year, declined to comment.Carter erected new teams, including an internal ad-buying team. She ramped up the use of outside agencies to focus on branded content and website development and championed sports sponsorships such as the one it announced in 2022 with the carmaker McLaren's Formula 1 racing team.Carter used clichés that puzzled some colleagues, according to a former senior-level marketing executive. This person recalled Carter saying, for example, that marketing would be "the rocket fuel" that would vault the Goldman brand "to the stars."In meetings, she often name-dropped Waldron when discussing her game plan, two senior executives said. The goal, these people added, was to send the incontrovertible message that her vision had been blessed straight from the top.Goldman also came close to rolling out a dramatic logo and brand upgrade in 2022, according to two people familiar with the effort. The redesign, known internally as "Project Richmond," would have added orange to Goldman's brand colors, one of these people said.The project was scrapped as performance slumped amid a tenuous dealmaking environment that was <a target="_blank" href="https://www.businessinsider.com/who-got-laid-off-at-goldman-employees-speak-out-2023-1">followed by layoffs</a>.<div type="image" title="A man in a suit speaks" height="4530" width="6730" msid="115309573" hostid="261" sizebytes="3210186"></div>Since Goldman's consumer-banking retreat in 2022, the marketing team housed within the executive office has shrunk to about 85 staffers, according to multiple people with knowledge of the division.Carter, meanwhile, has shifted focus to the marketing needs of the asset-and-wealth-management division, which manages money for wealthy people, pension funds, and other large investors.Matt Gibson, Goldman's global head of client business for asset and wealth management, told BI that marketing had become so important to his division that it planned to double the number of marketers it employs over the next two years."I would like to significantly grow our marketing resources over the next few years, and that's because I think it's so valuable," he told BI. "We all live with scarce resources, so I can't do all of that overnight. But if you were to ask me what my top three longer-term priorities are to help grow the business, this would be one of them."Waldron pointed to Goldman's sponsorship of McLaren's F1 racing team as an example of the CMO's vision benefiting the bank.Waldron told BI that he was initially skeptical of the sponsorship, which Carter spearheaded and which has led to the bank's logo being emblazoned on the team's vehicles at competitions. It has proved successful among clients, he said, because Carter structured it so they could get up close and personal with McLaren's technology versus sitting in the stands watching cars zoom around a track."What she's been able to put together with her team is something that's much more personal," he said.Waldron called her "one of the best marketing executives out there" and said the bank heard this sentiment from clients as well. "She has upgraded our capabilities monumentally," he added. "Our events and branding are materially better under her leadership. We made the right decision by bringing her into the firm, and we are lucky to have her."<div type="image" title="A crowd gathers at a Formula 1 race" height="5504" width="8256" msid="115309567" hostid="261" sizebytes="833856"></div>In recent weeks, Goldman's marketing team has suffered more departures.Jason Hill, the chief operating officer of the global marketing division who became one of Carter's most important lieutenants, left Goldman in October after snagging a CMO job at the law firm White &amp; Case. Goldman plans to replace him, a person familiar with the matter said.The bank's New York City office, meanwhile, recently lost roughly half a dozen members of its social-media team, multiple people said.There's been no shortage of internal speculation that the marketing team could be pared down further.Some people traced the chatter back to comments made by Russell Horwitz, Goldman's chief of staff and head of the executive office. In meetings, Horwitz has said the executive office operates better when head count is leaner, which some people took to refer to the marketing team because of its size.Horwitz told BI there was currently "no plan to reduce marketing" in the executive office. He added: "Generally speaking, we're in the right place." Horwitz said his comments about head count were not about any specific team.In the interview with <a target="_blank" href="https://www.forbes.com/sites/sethmatlins/2024/04/15/the-2024-forbes-entrepreneurial-cmo-50/">Forbes</a> earlier this year, Carter said her job involved convincing an "often skeptical audience" of the merits of marketing. "The race goes to those who persevere," she said, adding that her Goldman colleagues were "beginning to acknowledge marketing can be a revenue generator."Emmalyse Brownstein contributed reporting.Are you a Goldman Sachs or Wall Street insider? Get in touch with this reporter. Reed Alexander can be reached via email at <a target="_blank" href="mailto:ralexander@businessinsider.com">ralexander@businessinsider.com</a> or via the encrypted messaging app Signal at 561-247-5758.

Inside the Goldman Sachs marketing push that has some execs perplexed

<ul class="summary-list"><li><keyword id="21666590" type="General" weightage="20" keywordseo="YouTube-star" source="keywords">YouTube star</keyword> <keyword id="20038994" type="General" weightage="100" keywordseo="MrBeast" source="keywords">MrBeast</keyword> has parted ways with his <keyword id="21666589" type="General" weightage="20" keywordseo="talent-manager" source="keywords">talent manager</keyword> after six years.</li><li>This could signal a trend where <keyword id="20004408" type="General" weightage="20" keywordseo="influencers" source="keywords">influencers</keyword> seek more control over their brand.</li></ul>MrBeast <a target="_blank" href="https://www.businessinsider.com/mrbeast-breaking-up-with-talent-manager-night-media-2024-5">broke up with his talent manager of six years</a>, and it's a wake-up call. YouTube's biggest star striking out alone could signal that creators may not always need middlemen. Jimmy Donaldson, better known as <a target="_blank" href="https://www.businessinsider.com/mrbeast-youtube-jimmy-donaldson-net-worth-life-career-challenges-teamtrees-2019-11">MrBeast</a>, is a cultural phenomenon with 257 million subscribers. He's <a target="_blank" href="https://www.businessinsider.com/mrbeast-subscriber-battle-with-t-series-youtube-top-spot-donaldson-2024-4">likely to be running the most-subscribed-to channel</a> within a few months, given the pace with which he is gaining on T-Series, the channel of an Indian music record label. On a roll, Donaldson parted ways with Night Media and its CEO Reed Duchscher, <a target="_blank" href="https://www.semafor.com/article/05/05/2024/youtube-star-mr-beast--management-company-night-media">Semafor reported on May 5</a>. The Dallas-based company would "no longer be his primary talent-management agency," the report said. Donaldson <a target="_blank" href="https://www.bloomberg.com/news/articles/2024-05-06/mrbeast-parts-ways-with-manager-centralizes-control-of-business">confirmed the news to Bloomberg</a>, saying he and Duchscher still get on but that it "makes sense" to instead build a team of his own. <keyword id="21666591" type="General" weightage="20" keywordseo="influencer-economy" source="keywords">Influencer-economy</keyword> experts are torn on whether Donaldson's move will be widely replicated. It highlights what happens when influencers get to a stage where they believe they no longer need a buffer between them and traditional media — <a target="_blank" href="https://www.businessinsider.com/why-youtubers-struggle-to-break-into-mainstream-entertainment-2019-12">a dynamic that has long caused tension</a>. <h2>Building on borrowed territory</h2>Nikita Walia, the founder and CEO of Blank Strategy Inc., who has worked in consumer social media since 2012, told Business Insider that Donaldson's decision was evidence "of creators not wanting to build on borrowed territory." "They want to own their brand connections, they want to own their audience, and they want to make sure they're getting the most they can out of those relationships," she said. Walia predicted that the future of <keyword id="21666594" type="General" weightage="20" keywordseo="talent-agencies" source="keywords">talent agencies</keyword> would depend on being able to understand this approach "instead of just being a middleman brokering deals." Katya Varbanova, an <keyword id="21666592" type="General" weightage="20" keywordseo="influencer-industry" source="keywords">influencer industry</keyword> expert and CEO of Viral Marketing Stars, told BI that talent agencies are only useful to creators when "they have more influence than you." "When you're MrBeast, and you are the most powerful YouTube creator, you don't really need them," she said. Another example of this trend could be the case of Gleam Futures, the pioneering influence-management agency. Gleam became famous for molding the careers of <a target="_blank" href="https://www.businessinsider.com/british-youtube-zoella-joe-sugg-alfie-deyes-what-happened-uk-2021-5">huge British YouTubers</a> like Zoella, Alfie Deyes, and Jim Chapman — but recently closed its talent arm, which has run since 2010. Writing for industry outlet <a target="_blank" href="https://www.thedrum.com/opinion/2024/01/25/gleam-futures-shaped-the-social-talent-wave-then-succumbed-it">The Drum,</a> Raf McDonnell, a cofounder and managing partner at the London agency Supernova, wrote that Gleam was a casualty of the times, upended by creators seeking a more direct link with their audiences. Agencies and creators, ultimately, have different priorities, Varbanova said. A creator's focus is "making something epic," Varbanova said, while a talent agency wants to know: "How do I squeeze the most amount of money from this brand?" This is helpful in a creator's earlier days, freeing them to put all their energy into their content while delegating the business side. But tensions can rise if creators are constantly pushed toward brand deals they don't believe in. Donaldson has evolved, Varbanova said, and built multiple businesses, including Feastables and MrBeast Burger. He is now a brand himself. "He's just taking control of his brand," Varbanova said. "Ultimately, I think he is somebody who values control over money. It's actually how he's been able to grow so much — because he is such a control freak." <h2>There are drawbacks to total control</h2>Courtney Bagby Lupilin, the CEO and founder of Little Red Management, told BI there are drawbacks to MrBeast-style total control. An in-house team would likely have a narrower network than a talent agency and be able to offer less support with other tasks. The talent managers who survive will be those who foster individual relationships with all their influencer clients, Lupilin said. "Don't just be an extension of their brand," she said. "Be a valuable resource they need on their side." Walia argued that agencies can still be helpful in furthering an influencer's career, but they need to modernize — especially if their clients follow a similar path to Donaldson. "The middleman relationship of a traditional talent manager doesn't quite fit the times," she said. Correction: May 14, 2024 — An earlier version of this story misspelled the name of Supernova's managing partner. It's Raf McDonnell, not Raff McDonald.

MrBeast's breakup with his talent manager is a wakeup call that influencers won't always need middlemen

<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 class="summary-list"><li>US stocks ended Monday mostly higher, led by a surge in Tesla on the potential for easing autonomous vehicle rules.</li><li>The Nasdaq 100 rebounded after a more than 3% drop last week, which was partly influenced by the Fed's interest-rate outlook.</li></ul>US stocks traded mostly higher on Monday, partly driven by a surge in <a target="_blank" class="" href="https://markets.businessinsider.com/stocks/tsla-stock">Tesla.</a>Tesla stock jumped as much as 9% after <a target="_blank" class="" href="https://markets.businessinsider.com/news/stocks/tesla-stock-price-trump-reportedly-relaxing-self-driving-rules-tsla-2024-11">a report said</a> the incoming Trump administration was planning to ease regulations on autonomous vehicles.The <a target="_blank" class="" href="https://markets.businessinsider.com/index/nasdaq_100">Nasdaq 100</a> led the market higher, ending a five-day losing streak, while the <a target="_blank" class="" href="https://markets.businessinsider.com/index/s&amp;p_500">S&amp;P 500</a> gained slightly and the <a target="_blank" class="" href="https://markets.businessinsider.com/index/dow_jones">Dow Jones</a> edged lower.The gains in the Nasdaq on Monday come after last week's more-than-3% decline, which was exacerbated by comments from Fed Chairman Jerome Powell.Powell said in a Thursday speech that the Fed can take its time in lowering interest rates.Investors are now pricing in a 59% chance of a 25-basis-point rate cut at December's Fed meeting, down from 80% before Powell's comments, according to the <a target="_blank" class="" href="https://www.cmegroup.com/markets/interest-rates/cme-fedwatch-tool.html">CME FedWatch tool</a>.Investors' top concerns this week include Nvidia's third-quarter earnings report, which is due after the market closes on Wednesday.For economic data, traders will be paying attention to housing starts and building permits, which are due out Tuesday morning. That will be followed by existing home sales and initial jobless claims, which are set to be released Thursday morning.Here's where US indexes stood at the 4 p.m. closing bell on Monday:<ul><li><a target="_blank" href="https://markets.businessinsider.com/index/s&amp;p_500?utm_source=markets&amp;utm_medium=ingest%3Futm_source%3Dmarkets&amp;utm_medium=ingest&amp;utm_medium=ingest&amp;utm_source=markets">S&amp;P 500</a>: 5,893.62, up 0.4%</li><li><a target="_blank" href="https://markets.businessinsider.com/index/dow_jones?utm_source=markets&amp;utm_medium=ingest%3Futm_source%3Dmarkets&amp;utm_medium=ingest&amp;utm_medium=ingest&amp;utm_source=markets">Dow Jones Industrial Average</a>: 43,389.60, down 0.1% (55 points)</li><li><a target="_blank" href="https://markets.businessinsider.com/index/nasdaq_composite?utm_source=markets&amp;utm_medium=ingest%3Futm_source%3Dmarkets&amp;utm_medium=ingest&amp;utm_medium=ingest&amp;utm_source=markets">Nasdaq composite</a>: 18,791.81, up 0.6%</li></ul>Here's what else happened today:<ul><li><a target="_blank" class="" href="https://www.businessinsider.com/donald-trump-election-win-high-inflation-risk-tariffs-deportations-taxes-2024-11">The stock market's Trump honeymoon is starting to turn sour</a></li><li><a target="_blank" class="" href="https://www.businessinsider.com/read-spirit-airlines-open-letter-customers-bankruptcy-keep-flying-booking-2024-11">Spirit Airlines filed for Chapter 11 bankruptcy protection on Monday.</a></li><li><a target="_blank" class="" href="https://www.businessinsider.com/nvidia-blackwell-chip-ai-overheating-delay-share-price-2024-11">Nvidia's next-gen Blackwell GPU chip has reportedly hit an overheating snag.</a></li><li><a target="_blank" class="" href="https://www.businessinsider.com/inflation-fed-rate-cuts-outlook-economy-trump-tariffs-tax-cuts-2024-11">Watch these 4 signs of re-inflation ahead of Trump's second administration.</a></li><li><a target="_blank" class="" href="https://markets.businessinsider.com/news/stocks/stock-market-outlook-morgan-stanley-mike-wilson-bullish-11-upside-2024-11">Morgan Stanley strategist Mike Wilson turned bullish on stocks, issuing a 2025 year-end price target of 6,500 for the S&amp;P 500.</a></li><li><a target="_blank" class="" href="https://markets.businessinsider.com/news/stocks/tesla-stock-price-trump-reportedly-relaxing-self-driving-rules-tsla-2024-11">Uber shares fell 5% following concerns that a Tesla autonomous vehicle network could impact its business negatively.</a></li></ul>In commodities, bonds, and crypto:<ul><li><a target="_blank" href="https://markets.businessinsider.com/commodities/oil-price">West Texas Intermediate</a> crude oil rose 3.32% to $69.14 a barrel. <a target="_blank" href="https://markets.businessinsider.com/commodities/oil-price">Brent crude</a>, the international benchmark, was higher by 3.18% to $73.30 a barrel.</li><li><a target="_blank" href="https://markets.businessinsider.com/commodities/gold-price">Gold</a> increased 1.66% to $2,612.70 an ounce.</li><li>The 10-year Treasury yield dropped 2 basis points to 4.422%.</li><li><a target="_blank" href="https://markets.businessinsider.com/currencies/btc-usd">Bitcoin</a> gained 1.58% to $91,300.</li></ul>

Stock market today: Tesla powers tech rally as Nasdaq snaps 5-day skid

<ul class="summary-list"><li>Finance creator Vivian Tu's podcast has a new home at Vox Media and wellness brand PS.</li><li>Tu aims to make finance less complex and empower diverse audiences about money.</li></ul>Vivian Tu built a name for herself as "Your Rich BFF" online through her mission to make the finance industry less "male, pale, and stale", and provide important information about building wealth to her audience. Marginalized communities, in particular, have been the cornerstone of her brand since 2021.Her knack for breaking down complex financial topics is informed by her prior role as a<a target="_blank" href="https://www.businessinsider.com/i-quit-six-figure-job-for-tiktok-vivian-tu-rich-bff-2023-11"> trader at investment firm J.P. Morgan</a> and has helped her build a very strong, engaged community of almost 7 million social media users across Instagram, TikTok, YouTube, and LinkedIn. By 2022, she was making enough money from her social media income streams, like brand partnerships and speaking engagements, that she quit her job at media company BuzzFeed to focus on her brand full-time.As she grew her social-media business, she discovered her audience wanted more in-depth knowledge about personal finance than the 30-second videos she initially went viral for; thus, the podcast "<a target="_blank" href="https://link.chtbl.com/62PA5IUj?sid=press">Networth &amp; Chill</a>" was launched in March 2023. Here, Tu interviewed wealthy, online personalities like real estate mogul Ryan Serhant, fitness creator Cassey Ho, and Bilt Rewards founder Ankur Jain about how they manage their money. She also spent some episodes breaking down topics like the <a target="_blank" href="https://www.businessinsider.com/influencer-pay-gap-creator-rates-hair-skin-tone-tiktok-instagram-2024-6">racial pay gap</a> and the psychology behind bad spending decisions.Now, 30-year-old Tu is partnering with Vox Media and the newly rebranded wellness brand PS, formerly known as PopSugar, to launch a second season of the podcast. The podcast will now include a video format and dive deeper into exactly how financially well-off individuals were able to grow their net worth into the millions."This season, I'm asking the hard-hitting questions," Tu told Business Insider. "I'm asking for dollar amounts because I think that's so important for people to hear."Vox Media was one of many suitors vying for the chance to collaborate with Tu, but they won because of an aligned vision and handing over creative control.The <a target="_blank" href="https://www.businessinsider.com/how-to-get-started-with-youtube-podcasts-build-an-audience-2024-5">video podcasting space is particularly popular — and lucrative right now</a>, with prominent creators like Alix Earle and Jake Shane, recently launching their own ventures.A<a target="_blank" href="https://www.thedrum.com/news/2024/06/06/spotify-s-2024-podcast-trends-sight-meets-sound-the-rise-the-podfluencer"> report from Spotify</a> published in June found that 63% of respondents trust their favorite podcast host more than their other favorite influencer. It's also lucrative for creators to branch out into audio; the same report found that 48% of Gen Zers and millennials said they're more likely to be interested in ads and products when they're promoted by their favorite podcasters. This means creators who choose to host podcasts can tap into a new stream of income by making money from the ads promoted within each episode.Tu said that moving into video podcasting wasn't just a "strategic business decision", it was to save her significant time. While season one of "Networth &amp; Chill" gained over 2 million downloads, Tu spent a lot of her day creating separate social assets to promote the podcast because it was only audio. With video podcasts, she can now quickly use existing visual clips and post them on Instagram, TikTok, and YouTube to spread the word about new episodes."I wanted to work smarter so I didn't have to duplicate work," she said.Vox Media and PS' new vision to center health and wellness content was a big reason she picked them; that, alongside her familiarity with their work producing podcasts, was what sealed the deal."Financial wellness is such a huge component of our rebrand so I think it felt like such a natural home for Vivian because there's a shared mission to have open and honest conversations around money and have taboo or uncomfortable topics accessible to a much wider audience," Lillian Xu, Executive Director of Vox Media's Podcast Business, told BI. "Having a very clear mission statement, like Vivian does, really helps us determine the success of a podcast."According to Xu, Vox Media and Tu will work very closely together on the podcast's sales, marketing, and distribution, such as posting teasers of new episodes across Your Rich BFF and PS' social media accounts."This podcast is going to be about the questions you've been too afraid and too nervous to ask anybody in your life," Tu said. "Even if you can't have those conversations with your own friends, you can have them with mine."

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

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

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Stock market today: Tesla powers tech rally as Nasdaq snaps 5-day skid

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