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<ul class="summary-list"><li>Trump has said he plans to bring down gas prices by boosting US oil production.</li><li>ExxonMobil CEO Darren Woods doesn't see a US oil boom in the near future.</li></ul>President-elect Donald Trump's promise to unleash a <a target="_blank" class="" href="https://www.businessinsider.com/cost-expensive-goods-price-impact-presidential-election-scenarios-trump-harris-2024-10">big oil boom</a> in the US and lower gas prices is running up against a market reality: The world is already awash in fossil fuels. ExxonMobil CEO Darren Woods told <a target="_blank" class="" href="https://www.semafor.com/article/11/12/2024/exxon-ceo-darren-woods-donald-trump-shouldnt-scrap-methane-regulations">Semafor</a> on November 12 that while he wants to maintain US oil production at its current highs, the market is already well supplied. "I don't think today that production in the US is constrained," he said. "I don't know that there's an opportunity to unleash a lot of production in the near term." During the presidential campaign, Trump said that he planned to lower energy prices — including the <a target="_blank" class="" href="https://www.nytimes.com/2024/09/10/us/politics/trump-economics-gas-tariffs-inflation.html">cost of gas</a> — by increasing US oil production. "We will frack, frack, frack and drill, baby, drill," Trump <a target="_blank" class="" href="https://www.factcheck.org/2024/10/the-issues-trumps-proposal-to-lower-prices-by-increasing-energy-production/">said</a> in October. "I will cut your energy prices in half within 12 months." In September, Trump <a target="_blank" class="" href="https://www.nytimes.com/2024/09/10/us/politics/trump-economics-gas-tariffs-inflation.html">said</a> he would reduce gas prices to below $2 a gallon. Energy analysts told Business Insider that big oil companies are more focused on returning money to shareholders than investing in projects that boost production, especially because China isn't importing as much oil due to its economic downturn. Their comments underscore how little control a US president has over the oil and gas market, including prices at the pump. "It's a global market," Ben Cahill, director of energy markets and policy at the University of Texas at Austin, told BI. "There's very little any president can do to change the direction of oil or gasoline prices." Cahill added that he expects the US to increase oil production, but it will happen gradually. The US is already producing record amounts of oil, at <a target="_blank" href="https://www.eia.gov/todayinenergy/detail.php?id=61545">12.9 million barrels of crude a day in 2023</a> compared with about 11 million barrels per day in 2020, when Trump was in office. Last year, the US also became the world's biggest exporter of natural gas. In October, the US Energy Information Administration <a target="_blank" href="https://www.enerdata.net/publications/daily-energy-news/us-eia-expects-domestic-crude-oil-production-reach-135-mbd-2025.html#:~:text=At%20a%20global%20scale%2C%20the,13.5%20mb%2Fd%20in%202025.">projected</a> that the US would produce 13.5million barrels a day in 2025, hitting another record. And there is room for the industry to expand. Woods <a target="_blank" href="https://www.cnbc.com/2024/11/01/exxon-ceo-says-us-election-wont-affect-oil-production.html">told</a> CNBC earlier this month that there are areas in the Gulf of Mexico — where federal leasing hasn't allowed companies to drill — that could be a source of additional oil production in the long term. Patrick De Haan, head of petroleum analysis at GasBuddy, told BI that Trump could take some steps to try to boost US oil production, including easing regulations to open up additional places for companies to drill and working with OPEC. However, he said boosting oil production while keeping prices at a desired level is a "delicate balance" for the industry. "If oil prices drop, you're likely to see a natural decline in US oil production over the long run," he said, adding, "Oil companies have shareholders to be accountable to." In recent years, the US has increased oil production even as President Joe Biden imposed stricter limits on greenhouse gas emissions from power plants, oil and gas infrastructure, and gas-powered vehicles to help slow the climate crisis. In a separate interview with <a target="_blank" class="" href="https://www.wsj.com/business/energy-oil/exxon-says-trump-should-keep-u-s-in-paris-climate-pact-3d8de471">The Wall Street Journal</a>, Woods added that the US shouldn't drop out of the Paris Agreement as Trump did in his first term and has promised to do again. The nearly 200 countries signed onto that agreement <a target="_blank" class="" href="https://www.businessinsider.com/countries-strike-historic-climate-dealfossil-fuels-dubai-2023-12">struck a deal last year at the UN climate summit </a>to move away from fossil fuels this decade and the triple renewable energy by 2030. Woods told Semafor that he supports Biden's limits on methane emissions from the oil and gas sector. Exxon and other US oil majors have goals to reduce emissions, but climate scientists warn<a target="_blank" class="" href="https://www.businessinsider.com/exxon-chevron-investors-reject-climate-change-proposals-2023-6">they aren't aggressive enough</a> to avert catastrophic levels of global warming.

Trump said he'll unleash an oil boom. Exxon Mobil CEO says not so fast.

<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

Emissions from residential cooking and heating, power generation, and industries together contribute up to 60 per cent of India's PM2.5 pollution, with about 80 per cent of this coming from <keyword id="23824528" type="General" weightage="20" keywordseo="fossil-fuel-combustion" source="keywords">fossil fuel combustion</keyword>, a new study has found. The peer-reviewed study, published in MDPI's "Air" journal, suggests dividing India into 15 airsheds based on regional climate and pollution sources. An airshed is a geographic area where <keyword id="53848" type="General" weightage="100" keywordseo="air-quality" source="Orion">air quality</keyword> is influenced by common factors such as wind patterns and pollution sources. Since pollution can spread across regions, the <keyword id="22077484" type="General" weightage="20" keywordseo="airshed-approach" source="keywords">airshed approach</keyword> promotes coordinated action among states. "Residential cooking and heating, power generation, and all other industries together are responsible for 40-60 per cent of the PM2.5 pollution in all the airsheds, and approximately 80 per cent of the pollution comes from fossil fuel burning sources," said Sarath Guttikunda, lead author of the study and founder of UrbanEmissions.info. The study said biomass burning, including post-harvest crop residue burning, contributed less than 3 per cent to annual PM2.5 levels while transport accounted for 5-10 per cent in all airsheds. PM2.5 are fine particles with a diameter of 2.5 micrometres or less, about the width of a human hair. These are so small that these can penetrate deep into the lungs and even enter the bloodstream, posing significant health risks. An analysis of PM2.5 trends from 1998 to 2020, along with state-level data on fuel consumption, energy demand and emissions, revealed that 11 of the 15 airsheds were critical for India's air quality management and required coordinated interventions. The Indo-Gangetic Plains remain the most polluted region, with significant emissions from residential cooking and heating (especially in winter), power plants, brick kilns (driven by construction demand), waste burning, dust and vehicular movement for passengers and freight. The plateau region between the Eastern and Western Ghats, India's second most populated area, has seen the highest rise in annual PM2.5 pollution during this period, the study said. "This is an indication of the growing urbanisation and demand for transport, industrial, and commercial amenities," it said. Coastal areas, vital to India's industrial economy, have also experienced rising pollution despite the moderating effects of land-sea breezes. This increase is attributed to growing shipping emissions and overall industrial growth in cities such as Mundra, Surat, Mumbai, Goa, Mangalore, Kochi, Thiruvananthapuram, Chennai, Visakhapatnam, Paradip and Haldia.

Study traces 60% PM2.5 pollution in India to residential cooking, power generation, industries

<ul><li><keyword id="19912297" type="General" weightage="20" keywordseo="NVIDIA" source="keywords" meta.keywordsubtype="org" meta.entityname="NVIDIA" meta.hostid="261" meta.entityid="NVIDIA">NVIDIA</keyword> and <keyword id="19896380" type="General" weightage="20" keywordseo="Reliance-Industries" source="keywords" meta.keywordsubtype="org" meta.entityname="Reliance Industries" meta.hostid="261" meta.entityid="Reliance Industries">Reliance Industries</keyword> have partnered to build AI computing infrastructure.</li><li>NVIDIA will also supply the latest Blackwell AI chip for Reliance Industries’ new data centre.</li><li>The partnership was announced at the NVIDIA AI Summit India.</li></ul> <keyword id="16173150" type="General" weightage="20" keywordseo="NVIDIA-CEO-Jensen-Huang" source="Orion">NVIDIA CEO Jensen Huang</keyword> at the NVIDIA AI Summit India announced a partnership with Mukesh Ambani-led Reliance Industries to an artificial intelligence (AI) computing infrastructure and an innovation centre in India. As part of the partnership between the two companies, Reliance Industries will use the latest Nvidia Blackwell AI chip for its new major data centre. The company will use NVIDIA's cutting-edge technology, including the GB200 GPUs. The two companies are aiming to accelerate India's transformation into a global AI powerhouse with the partnership, banking on the nation's talent pool and growing digital infrastructure. "India is already world-class in designing chips, Nvidia's are designed here in Bengaluru, Hyderabad, Pune. A third of Nvidia is Indian, maybe more," Huang said. While praising the country’s rapid digitalisation in recent years and talking about the country’s potential in the AI sector, Huang said, “Very few countries have this amazing natural resource called IT and computer science expertise.” "We are at the doorsteps of the new intelligence age. India will be one of the biggest intelligence markets. It's not just our aspiration, but also the raw gene power which will help drive intelligence,” said Reliance Industries chairman <keyword id="19916798" type="General" weightage="20" keywordseo="Mukesh-Ambani" source="keywords">Mukesh Ambani</keyword>. "India will not just deliver CEOs to world, but also AI services. Like we did with data, in few years from now we can surprise the world with what Indians can achieve in intelligence," Ambani added. Ambani revealed the company’s plans to establish a scalable infrastructure capable of expanding beyond 1 gigawatt, powered by green energy. "We are building this so we can scale, and we think big," he said. SEE ALSO: <a href="https://www.businessinsider.in/stock-market/news/deepak-builders-ipo-allotment-how-to-check-allotment-ipo-gmp-listing-date-and-more/articleshow/114533208.cms">Deepak Builders IPO allotment – How to check allotment, IPO GMP, listing date and more</a> <a href="https://www.businessinsider.in/tech/news/synology-introduces-new-enterprise-solutions-reports-significant-growth-in-india/articleshow/114504353.cms">Synology introduces new enterprise solutions, reports significant growth in India</a> <a href="https://www.businessinsider.in/tech/apps/news/diwali-gift-zomato-platform-fee-increased-to-rs-10-ahead-of-the-festive-season/articleshow/114493617.cms">Diwali gift from Zomato – Platform fee increased to ₹10 ahead of the festive season</a>

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Trump said he'll unleash an oil boom. Exxon Mobil CEO says not so fast.

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

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Study traces 60% PM2.5 pollution in India to residential cooking, power generation, industries

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NVIDIA and Reliance Industries to build AI computing infrastructure in India

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