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The state government of Goa has implemented its Social Media Influencer Policy, under which content creators can earn approximately Rs 50,000 for producing a single audiovisual piece for the government. However, the policy is being criticized for the government’s failure to conduct stakeholder consultations prior to its implementation.

In response to a Right to Information (RTI) query submitted by a member of the Internet Freedom Foundation, the Department of Information & Publicity disclosed that the Goa government allocated Rs 20,85,237 for developing empanelment software and Rs 1,41,35,000 for project execution. A copy of the response is with Storyboard18.

Actual expenses for the development and implementation of the empanelment software totaled ₹11,21,000, while the project’s execution costs amounted to Rs 3,56,000.

The RTI response further revealed that no consultations were held with stakeholders, other ministries, or departments during the drafting or finalization of the policy.

The Entertainment Society of Goa (ESG), the nodal agency responsible for hosting the International Film Festival of India (IFFI), will utilize the services of social media influencers to promote government schemes, policies, and programs. The ESG will heavily utilize social media influencers to promote IFFI on multiple platforms. 

Contracts with social media influencers will initially last for one year and may be extended for up to two additional years based on satisfactory performance. Influencers' performance will be reviewed every six months.

The remuneration for influencers is divided into four categories based on their follower count:

Grade A: 100,000+ followers/subscribers
Grade B: 50,000–99,999 followers/subscribers
Grade C: 25,000–49,999 followers/subscribers
Grade D: 10,000–24,999 followers/subscribers

Influencers must maintain an active presence on platforms such as Facebook, Instagram, YouTube, or X (formerly Twitter) for at least one year. According to the RTI, applicants must also have at least 60 posts in the past six months and be residents of Goa. Additionally, all content must be approved by the nodal agency before publication, and the government will retain ownership of the content.

Remuneration for influencers varies as follows:

Posting graphics provided by the nodal agency: Rs2,000 to Rs500 (Grades A to D)
Posting audiovisuals provided by the nodal agency: Rs4,000 to Rs1,500 (Grades A to D)
Creating and posting audiovisuals: Rs50,000 to Rs10,000

The Uttar Pradesh government was the first to introduce a Social Media Policy, followed by the Karnataka government’s Digital Advertising Guidelines 2024. Both policies offer similar benefits to influencers. Consequently, influencer marketing agencies and content creators are advocating for comparable pay models in other states, including Maharashtra.

Under Uttar Pradesh’s Social Media Policy 2024, the government has appointed a digital agency, V-Form, to manage advertisements, including videos, tweets, posts, and reels. The policy sets the following maximum monthly payment limits for influencers on various platforms:

X (formerly Twitter): Rs5 lakh
Facebook: Rs4 lakh
Instagram: Rs3 lakh
YouTube: Rs8 lakh for videos, Rs7 lakh for shorts, Rs6 lakh for podcasts, and Rs4 lakh for other content.

The IEC (information, education, and communication) cell of the state department of health, medical education, and family welfare of Jharkhand government roped in influencers to spread awareness on Health schemes such as ‘Ayushman Bharat’ and ‘Mukhyamantri Gambhir Bimari Upchar Yojana’. 

With multiple state government implementing Social Media Influencer policies, experts believe that striking a balance between leveraging influencers for outreach and maintaining ethical standards is crucial. While these policies offer lucrative opportunities for content creators, they also raise concerns about transparency, stakeholder involvement, and content ownership.

Goa implements Social Media Influencer Policy; more posts, more paisa

YouTube sensations MrBeast, Logan Paul, and KSI arrived in Mumbai recently. MrBeast is set to introduce his chocolate brand, Feastables, to the Indian market, while Logan Paul and KSI is launching their hydration drink, Prime. This move capitalizes on India's growing consumer market for confectionery and energy drinks.

India's burgeoning digital landscape — coupled with rising disposable incomes and its vibrant culture — is making it the new playground for international influencers. As global creators and Indian brands forge strategic partnerships, a new era of cross-cultural content is emerging.

Shudeep Majumdar, Chief Executive Officer (CEO) & Co-Founder, Zefmo, put the trend in perspective. "We predicted this [trend] earlier. Globally speaking, these mega-influencers have hit a saturation point. India has emerged as the largest influencer universe in the world. No wonder, they have started to look at India to expand their base."

Rohit Agarwal, Founder and Director, AlphaZegus, agreed with Majumdar. “Similar to how several international brands are vying for the Indian market, international influencers, too, are following suit. For brands, this is primarily driven by India's huge population, which translates to a significant potential consumer base. As India's disposable income rises, the country has become a one-stop destination for premium products and services,” he said.

"International influencers, too, are being drawn to India's massive audience. Global content creators such as MrBeast, Logan Paul, and KSI have a massive Indian following, as revealed by YouTube analytics. Earlier, they may have underestimated the Indian market's spending power, but now they recognise the potential. Besides, the vast pool of Indian content creators offer numerous collaboration opportunities, which can significantly expand their global counterparts’ reach and impact," Agarwal added.

Majumdar weighed in on influencer partnerships. “Across the globe, brands are also looking at continental influencer partnerships. We have seen many tech influencers in India becoming popular. They create content in English on the lines of Marcus Stanley. They are trying to make the most of these with Indian fan bases. When a domestic influencer ties up with an international influencer, both their growths are joined at the hip. It’s a win-win situation for both,” he said.

“International influencers have started creating content. which can be translated into multiple Indian languages. The time is right for both economic and cultural exchanges between India and the rest of the world. In the case of international influencers, the return on investment [RoI] happens between nine and 12 months. Significantly, the brand awareness and brand building in collaboration with these international influencers have a much longer shelf life," he added.

Shrenik Gandhi, Co-Founder and CEO, White Rivers Media, said, “The convergence of global creator influence and India's digital acceleration presents an extraordinary market opportunity. Our portfolio of global creator campaigns — from The Quick Style to Abdurozik, Khaby Lame to Noel Robinson — have helped us develop a framework that unlocks the Indian market for international talent.”

WhiteRiver Media’s business strategy centres on strategic creator partnerships. “When iShowSpeed attended the ICC World Cup match last year between India and Pakistan, it wasn't just content creation. It was cultural integration at scale. The Quick Style's collaborations with Diljit Dosanjh and major brands such as H&M, Crocs, and boAt showcased how understanding market dynamics creates exceptional commercial success. Similarly, making Khaby Lame's iconic gestures relevant for Indian audiences through Dream11 demonstrated our ability to localise global phenomena," Gandhi said.

Key strategies in the works 

Most international creators don't abruptly dive into the Indian market. Instead, they strategise with their managers and agencies, often initiating engagement with their Indian audience six months prior to their visit. This involves Indianizing their content, referencing global icons such as Shah Rukh Khan, Virat Kohli, Narendra Modi, and Amitabh Bachchan. Once they have built the anticipation, they plan their visit to India to connect with the local audience, according to Agarwal.

Agarwal also emphasised on keyword, or Search Engine Optimisation (SEO), and strategic hype-building as crucial elements of their entry strategy. Language barriers are typically not a major hurdle, as many international creators enjoy exploring Indian culture, participating in festivities such as weddings, and embracing Indian attire. For Indian brands collaborating with international influencers, the primary goal isn't necessarily direct sales but rather gaining credibility and advocacy. The association with a renowned international figure can significantly boost brand visibility and momentum.

What are the major challenges ahead?

The road to a pitch-perfect collaboration is strewn with some major challenges. Production holds the key. Indian and international creators have varying approaches to content production. Indian creators often prioritise quantity over quality, as they want to go big on the volume game. On the contrary, international creators focus on producing fewer, but high-quality pieces of content. The other challenge is to strike a balanced collaboration. Typically, a content creator may have a larger following than the other. But both may need to be accommodated through harmonious coexistence.

Rosy outlook

Influencer marketing requires a fresh perspective. The rise of content creators and the proliferation of paid collaborations have diluted the authenticity of influencer endorsements. Going ahead, creators must focus on producing engaging content that seamlessly integrates brand messaging, albeit subtly, and without sounding overly promotional.

The convergence of Indian and international influencers offers exciting opportunities for innovation and learning. By combining their strengths and understanding their respective markets, they can create impactful content that resonates with a global audience.

We are tracking significant shifts in India's creator landscape. The growing emergence of versatile creators who successfully transcend traditional content categories and create new opportunities for brand integration will be the discerning feature. We are witnessing the power of micro-cultural collaborations, where international creators connect with specific regional audiences, delivering engagement levels that surpass conventional approaches. 

Majumdar explained the trend. “The commercials tend to be higher for international influencers, there are also brands questioning RoI. Brands need to show more patience. Cultural nuances are also a challenge. A lot of content creation in India happens with influencers who understand their audience inside and out. That is where desi collabs, hand-holding by Indian influencers will go a long way in helping in sensitising them [international influencers] with content which will work or not work,” he said.

Gandhi zeroed in another challenge. It primarily stemmed from generic and surface-level content, which risks appearing disconnected from audiences and may not foster lasting engagement. “Generating initial buzz is one thing; maintaining consistent interest and engagement over time is another. Balancing quick wins with long-term strategies that deliver sustained value and keep audiences invested is crucial,” he said. 

“India’s digital ecosystem is diverse, with platforms like YouTube, Instagram, Josh, and regional apps each having distinct user bases and engagement norms. Adapting content strategies to maximise impact across multiple platforms without diluting the message adds further complexity.” he added.

From MrBeast to Khaby Lame: how international influencers are taking to India

By Pawas Jain

Imagine a merry-go-round at a carnival. One push sets it in motion, and soon it's spinning effortlessly, powered by its own momentum. Now, picture your content strategy working the same way – a self-sustaining engine of growth. Welcome to the world of the Content Flywheel.

What is a Content Flywheel?

A content flywheel is a strategic approach that creates a self-reinforcing cycle of growth. It's simple in principle:

1. Create valuable content
2. Distribute it effectively
3. Engage users
4. Learn and optimize
5. Repeat (with more power each time)

Let's break it down:

1. Create Valuable Content

Valuable content solves problems, answers questions, or entertains your audience. Take Spotify's personalized playlists – they solve the real problem of discovering new music, making them inherently valuable and shareable.

Pro Tip: Create content that makes users say, "This is exactly what I needed at this point of time"

2. Distribute Effectively

Get your content in front of the right eyes, at the right time, in the right place. Netflix masters this with its recommendation algorithm, ensuring each user sees content they're likely to enjoy.

3. Engage Users

Encourage interaction, not just passive consumption. TikTok's platform is built around engagement, with features like duets and challenges that turn viewers into participants. Have people become a part of your content experience and not just readers or viewers. Incite your audience to take action. 

Pro Tip: Create experiences, not just content. 

4. Learn and Optimize

Every interaction is a data point. Buzzfeed used to excel at this, analyzing everything from completion rates to how changing a single word in a headline affects performance. The time for data-oriented approach is gone, now is the time for a data-obsessed approach. 

Pro Tip: Be a content scientist. Hypothesize, experiment, analyze, repeat.

5. Repeat and Amplify

Pour your learnings back into step one. Each cycle should make your content better, your distribution more targeted, and your engagement more effective.

Real-World Example: The Hustle

The Hustle, a business newsletter, grew from zero to over 1 million subscribers in just three years by mastering the content flywheel:

1. They created punchy, informative newsletters.
2. They distributed effectively across email and social media.
3. They engaged users through replies, contests, and events.
4. They meticulously tracked and optimized performance.
5. They repeated the process, growing with each cycle.

The result? A content flywheel so powerful it led to their acquisition by HubSpot.

Key Takeaway

Building a content flywheel isn't easy, but it's the key to sustainable, scalable growth. It's not about creating more content; it's about creating a system where each piece of content, each interaction, and each data point fuels your overall growth.

Remember, even the most impressive flywheels start with a single push. So start creating, distributing, engaging, and learning. Before you know it, you'll have built a growth engine that powers itself.

The Content Flywheel: Your Key to Sustainable Growth

Adivasi hair oil is the latest sensation on social media, with influencers of considerable followings lining up to promote the brand.


Alongside, social media is full of reels featuring men and women flaunting their long tresses and information on the ingredients used in the hair oil.


A well known post is of a man—who appears on most product labels—holding the product in one hand and his long tresses in the other.


Further, there are some posts highlighting evidence of hair growth after usage. Such posts serve as a treat to the eyes on the Instagram handle ‘adiwasihairoil’, out of many of their other handles, raising questions on their exact official advertising space.


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Recently, Faisal Shaikh, a famed TikTok influencer and internet personality, popularly known as Mr. Faisu, visited the tribal belt where the oil was prepared and he spread positive word of mouth on his YouTube channel Mr. Faisu.


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Other personalities like YouTube influencer Elvish Yadav, actor Sonu Sood and comedian Bharti Singh also heaped praises on the brand on their YT handles.


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Two months ago, Bollywood choreographer, film director and writer Farah Khan promoted Neelambari Adivasi hair oil on her YT channel where she visited the tribal belt. Towards the end of the video, she was heard saying, “Dekh mera baal kitna acha ho gaya (Look, how my hair has improved).”


As per a data sheet shared by KlugKlug with Storyboard18, around 238 influencers, which includes 209 nano influencers, 23 micro influencers, five macro influencers and one mega influencer promoted the brand.


<img src="https://images.storyboard18.com/storyboard18/2024/09/Untitled-design-2024-09-06T070155.043-2024-09-928bf5cf7cf8f7688cc67c61e16fe5d1.jpg" alt="" width="1280" height="720" class="aligncenter size-full wp-image-41517" />


<img src="https://images.storyboard18.com/storyboard18/2024/09/Untitled-design-2024-09-06T065925.337-2024-09-ccb27d799a2b3e6d21f3010e48b18e0f.jpg" alt="" width="1280" height="720" class="aligncenter size-full wp-image-41516" />


But, the reality is far from what has been projected.


“It had an unpleasant smell and did not improve my hair condition,”, “The worst oil ever used...my hair fall increased because of this”.


These are some of the reviews that pop up on Amazon when one wants to confirm the authenticity of the hair oil brand.


Amazon is not the only destination. Even YouTube is flooded with videos of people sharing their opinions on the hair oil brand which is not in a very positive light.


Though the brand is also available on Flipkart, its own official website carries reviews that greatly differ from the negative reviews on the e-commerce and social media platforms.


With the majority rating it a five, some of the reviews compliment the hair oil for reducing hair fall, dandruff, and showcasing significant improvement in the bald area. 


What is so special about this brand?


Sandeep Raj, who is the owner of the Adivasi hair oil, along with his wife Sudha, prepare the oil with 108 herbal ingredients. Raj is a part of the Hakki Pikki tribal community, one of the major tribal communities in Karnataka which are predominantly bird catchers and hunters. 


But how credible are endorsements by famed personalities of a brand that is not approved by FSSAI or FDA?


Endorsements: How credible are they?


Amyn Ghadiali, country head-India, GZ Creative Digital, said, “With great power comes great responsibility—especially for influencers, who wield word-of-mouth on steroids. They can make anything look legit, but without proper approvals like FSSAI or FDA, we're navigating ethically murky waters.”


He is also of the opinion that an influencer or a celebrity has more to lose in terms of credibility compared to the brand as there are a few identical Adivasi hair oils and they are interchangeable.


Let us look at 2023’s Noida startup scam. World Startup Convention depended on reliable voices like Ankur Warikoo (content creator), Chetan Bhagat (author and columnist), and Prafull Billore (founder, MBA Chai Wala) to spread word of mouth that personalities like X’s Elon Musk, Prince of Dubai, etc, were arriving. 


Attendees shelled Rs 6,000 to Rs 8,000 for the pass, and the sponsors spent around Rs 50 lakh. However, all of that turned out to be a scam, and influencers were equally blamed for their unverified endorsements.


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However, Jagdeep Kapoor, founder, chairman and managing director, Samsika Marketing Consultants is of the opinion that influencer marketing about something new isn’t a bad strategy. However, factual information should be disseminated based on scientific evidence to inform consumers of the risks and benefits. 


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According to Ashita Aggarwal, professor, marketing, SPJIMR, for Indian consumers, more than the certifications, the benefit stands important. Hence, word of mouth through celebs and real consumers appears more legitimate than any other kind of advertising and promotions. 


She gives an example of the Prime range of beverages in the UK, which was built on the power of influencers. They strategically used influencers and social media to build virality. The brand tasted success across the world, but slowly.


Packaging: As per the industry standards?


Speaking of the packaging design, according to Samsika's Kapoor, though the packaging design is not as per the design standards of modern brands, as long as it contains true claims and is recognisable, that’s its primary purpose. 


[caption id="attachment_41495" align="aligncenter" width="450"]<img src="https://images.storyboard18.com/storyboard18/2024/09/neela-2024-09-0e41f2ac7fc8bd47aa15fe56aa7fc195.jpg" alt="(Image source: Official website)" width="450" height="450" class="size-full wp-image-41495" /> (Image source: Official website)[/caption]


Anand Narasimha, professor - brand marketing, JAGSOM, said that if they are making a claim that it aids in the good health of the hair, then it is very crucial to have scientific packing. 


Gozoop’s Ghadiali highlights the hair oil’s packaging is similar to their marketing—raw, unpolished which is exactly why it grabs attention.


“It’s not the usual sleek-haired model; it is real men and women of the community with oily hair. It’s not selling style; it’s selling 'effectiveness’,” he said.


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Ghadiali added that packaging needed clear labels, proper instructions, and safety info. And without regulatory approvals, the packaging would be authentic but the claims wouldn’t be genuine.


SPJIMR’s Aggarwal has a contrasting point. “If it’s sophisticated and elegant, probably people won’t trust the brand or buy it. The brand doesn’t want to and should not compare with industry products as then it will lose its ‘authentic’ imagery.”


Influencers: Earnings and parameters to endorse


Sooraj Pillai, group creative director, DDB Mudra Group, who hails from Chikmagalur, which is the central hub of Adivasi hair oil, calls the brand concept a ‘lie’. 


He said, “Apart from monetary gains, I don’t see any other reason for anyone to endorse this product. Because there is no way to prove the product's effectiveness unless used for a long duration. And no influencer would have used it long enough to see any significant difference.”


JAGSOM’s Narasimha, Gozoop’s Ghadiali and Kalyan Kumar, co-founder and chief executive officer, KlugKlug concur. 


However, SPJIMR’s Aggarwal is of the opinion that promoting brands like Adivasi hair oil signals inclusivity from the part of celebrities, as they want to be associated with new ‘authentic’ products. 


Speaking of pay, KlugKlug's Kumar highlighted that in any normal environment, Yadav would charge upwards of Rs 20 to 30 lakh per post. “These things really sell well in the unorganised market. With the power of influencers, one gets into the visibility zone with powerful, semi-authentic tribal background conversations saying centuries of traditional research, etc,” he said.


Rohit Agarwal, founder and director, AlphaZegus Marketing, reveals that such personalities aren’t mainstream and need to find different ways of getting a paycheck. 


Brands like Adivasi Hair Oil play it very safe and smart where they don’t rope in A-list of celebrities lest they come under the scanner. 


They go for a B list or C list of celebrities so that their word is spread. It's also important to understand that there is this advocacy factor that exists, Agarwal said.


The other option that can be considered by a brand is looking out for creators that have a cult following where they can demand any kind of money.


In the case of real money gaming or betting categories, where they are bound by certain platform rules or government laws, they approach surrogate marketing or influencer marketing.


That's when they would put in a monthly budget of Rs three to four crore per month purely towards influencer marketing, Agarwal said.


According to Sharad Gupta, founder and chief executive officer, WNN-WhyNotNow Brand Consultancy, category-based online influencers can charge anything from Rs 10 lakh onwards for one exposure depending on the subscriber and follower base.


The majority of oil, fast food, cosmetics and lifestyle products indulge in such associations as they offer lucrative and long-term monetary benefits to the influencers and celebrities, Gupta revealed. 


He also mentioned that the influencers or personalities also negotiate an equity or stake in the business, which is like an investment of growth as an alternate investment. As the brand or the product grows big, their equity brings a larger value to them, which is way larger than one-time brand ambassador fee.



Certified versus non-certified products: Endorsements, facts and difficulties



AlphaZegus’ Agarwal said that FSSAI products have more options to market in terms of platforms as compared to non-FSSAI products, which then resort to surrogate or influencer marketing. 


Since the Adivasi hair oil brand is not certified, it will be unable to run TV commercials or digital ads or any forms of direct marketing. Otherwise, it will come under the platform, publisher, or government’s scanner.


WNN's Gupta said that non-certified product associations garner higher endorsement fees, depending on the platforms of visibility, online and offline mode and the duration or the frequency of exposure. 


Be it certified or non-certified, in the end, trust plays a big factor. 


One such example is Sanfe, a woman's body care brand, where actor Radhika Apte (onboarded in 2021) promoted the brand, which claimed that it was FDA approved, and was sent a show-cause notice in 2019.


As per Ghadiali, millions of women were convinced that their intimate whitening creams and bum-and-back lightening serums were the answer to their prayers. But they weren’t. “It’s a classic case of marketing magic tricking us into believing the unbelievable,” he said.


JAGSOM's Narasimha said, “As consumers, we should do research about the things that we are using that involve our health and not get carried away. Hence, all stakeholders need to become more conscious.”


In the case of e-commerce platforms, they should also do due diligence and be responsible with respect to the kind of products they are willing to sell on their platforms, he said. 


Read More: <a href="https://www.storyboard18.com/quantum-brief/what-makes-deepika-padukone-a-brand-19704.htm">What makes Deepika Padukone a brand?</a>

Adivasi hair oil: Are the influencer endorsements and product packaging credible?

French advertising giant Publicis Groupe has announced its plans to acquire Influential, one of the largest influencer agencies, in a $500 million deal. This acquisition aims to enhance Publicis' ability to connect brands with their target audiences through strategic influencer campaigns. Las Vegas-based Influential was co-founded in 2013 by Ryan Detert, who will continue as Influential's CEO at Publicis.

Influential operates a proprietary AI-driven platform powered by over 100 billion data points. The company has a vast network of more than 3.5 million creators, encompassing 90% of global influencers with over one million followers. Influential’s roster of 300 clients includes Google, AB InBev, Amazon, McDonald’s, and General Mills.

Arthur Sadoun, CEO of Publicis Groupe, said, “Beyond its proprietary AI-powered platform, 100 billion data points, unrivaled network of over 3 million creators, and access to 90% of influencers with over one million followers, Influential is, above all, an outstanding team of talent at the cutting edge of their sector.”

Sadoun further added, “With the new creator economy set to exceed linear TV in ad spend next year, thanks to Influential, we are able to fully embrace its outsized influence and put it at the service of all of our clients.”

According to a report from Citigroup, the creator economy was estimated to be worth $66.2 billion in 2023, a number projected to hit $74 billion this year. Meanwhile, ad spend on social media is expected to outpace broadcast and cable TV ad spend by next year.

According to the company’s financial reports, Influential generated an estimated $150 million in revenue last year, up from $100 million in 2022. In recent years, it has devised influencer-marketing campaigns for advertisers including Hilton, Walt Disney Co.’s Hulu, and McDonald’s.

Influential CEO Ryan Detert expressed his enthusiasm about the acquisition, saying, “I am thrilled for Influential to join Publicis Groupe – the world’s highest performing and most innovative holding company. We look forward to combining our complementary capabilities and technology to deliver unparalleled influencer identification, content creation, amplification, and measurement for our clients – and to defining the next era of influencer marketing together.”

Publicis Groupe to acquire Influential for $500 million

A survey by iCubesWire uncovers a significant finding: 53 percent of consumers do not trust influencer content at all.

This revelation highlights the growing skepticism towards influencers and their recommendations. The survey, which involved 1,000 participants, provides key insights into how influencer content shapes consumer behaviour and perceptions.

Despite the high level of distrust, the survey also reveals that a substantial portion of the audience still places varying degrees of trust in influencer content, suggesting opportunities for influencers and brands to rebuild and strengthen this trust through authenticity and transparency.

“Despite the high level of distrust, the significant portion of consumers who still trust influencer content—47 percent—shows that there is an opportunity for influencers to strengthen their relationship with followers through genuine engagement and honest recommendations. By being transparent and prioritizing the interests of their audience, influencers can turn skeptics into believers,” stated Mr. Sahil Chopra, CEO and Founder of iCubesWire.

Survey Insights Summary:

Trust in Influencer Content: 53 percent of respondents do not trust influencer content at all, while 23 percent are moderately trusting, 11 percent quite a bit, and 13 percent completely trusting.

Perceived Genuineness of Influencer Recommendations: 37 percent of participants believe influencer recommendations are never genuine, 36 percent think they are sometimes genuine, 16 percent often genuine, and 11 percent always genuine.

Influence on Buying Decisions: Influencer content never affects the buying decisions of 36 percent of respondents, occasionally influences 30 percent, frequently influences 20 percent, and always influences 14 percent.

Preference for Local Language Influencers: 36 percent of participants disagree with the preference for local language-speaking influencers, 34 percent are neutral, and 30 percent agree.

Influence on Voting Decisions: Influencers have never influenced the voting decisions of 41 percent of respondents, occasionally influenced 25 percent, frequently influenced 16 percent, and always influenced 18 percent.

Comparison with Celebrities: 34 percent of respondents disagree that social media influencers are more impactful than celebrities, 34 percent are neutral, and 32 percent agree.

Sentiment Impact: 30 percent of participants have never felt hurt by influencer content, 32 percent have occasionally felt hurt, 20 percent frequently, and 18 percent always.

Detailed Survey Results:

Trust in Influencer Content:

Not at all: 53 percent

Moderately: 23 percent

Quite a bit: 11 percent

Completely: 13 percent

Perceived Genuineness of Influencer Recommendations:

Never: 37 percent

Sometimes: 36 percent

Often: 16 percent

Always: 11 percent

Influence on Buying Decisions:

Never: 36 percent

Occasionally: 30 percent

Frequently: 20 percent

Always: 14 percent

Preference for Local Language Influencers:

Disagree: 36 percent

Neutral: 34 percent

Agree: 30 percent

Influence on Voting Decisions:

Never: 41 percent

Occasionally: 25 percent

Frequently: 16 percent

Always: 18 percent

Impact Comparison with Celebrities:

Disagree: 34 percent

Neutral: 34 percent

Agree: 32 percent

Sentiment Impact by Influencers:

Never: 30 percent

Occasionally: 32 percent

Frequently: 20 percent

Always: 18 percent

“The survey results serve as a wake-up call for the influencer marketing industry. It’s essential for influencers and brands to understand the importance of authenticity in order to foster a loyal and trusting audience” added Chopra.

53 percent consumers distrust influencer content: Survey

By Rubeena Singh

In this dynamic and highly evolving landscape of Indian influencer marketing, brands often find themselves at crossroads when choosing between micro and macro influencers. Each category brings its unique strengths to the table, shaping brand narratives in profoundly different ways. Understanding these nuances is crucial for marketers aiming to leverage influencers effectively.

Here are a few parameters which brands need to keep in mind while crafting a long-term strategy for themselves.


Defining micro and macro influencers


Firstly, let’s delineate the two. Micro influencers typically have followers ranging from 10,000 to 100,000. They are often revered for their niche expertise and high engagement rates. Macro influencers, on the other hand, boast a follower count exceeding 100,000, often reaching into the millions. These influencers offer vast reach and are usually household names. Depending on your brand’s core TG, it is essential to address this area in the initial phase.


Engagement: Depth Over Breadth?

Studies suggest that micro influencers maintain higher engagement rates compared to their macro counterparts. This is largely due to their perceived authenticity and closer relationships with their audience. In the context of the Indian market, where diverse languages and cultures coexist, micro influencers can engage deeply with specific communities or interest groups, making them invaluable for brands that aim for a focused impact.


For instance, recently at AnyMind Group, we executed a vernacular campaign with a leading Jewellery brand in Maharashtra where the brand wanted niche Micro creators who would resonate with their local target audience. With the help of our proprietary tech platform, AnyTag, we curated Influencers from the specified region and executed the campaign. This approach helped the brand to increase footfall in their stores since the content created by the Influencers was very localised which resonated with the brand's target audience.


Impact: The Wider the Better?

Conversely, macro influencers excel in creating broad awareness quickly. They are the go-to for brands seeking to launch a new product or enter a new market. For example, a smartphone brand launching in India might collaborate with a macro influencer to tap into their extensive reach, ensuring that the product gains immediate visibility across diverse consumer segments. We ran a macro creator-led festive campaign for Blue Heaven Cosmetics, wherein we leveraged TV celebs and other macro-Instagram influencers to drive massive pan-India reach and buzz for their new product range launch. This helped us in garnering a cumulative reach of 4.68M with total views of 8.1M+.


This approach is particularly effective in saturated markets where cutting through the noise is paramount. The endorsement by a well-known personality not only garners attention but also lends credibility to the product.


Cost-effectiveness: Budgeting for influence

Budget constraints are another critical factor influencing the choice between micro and macro influencers. Micro influencers are typically more cost-effective, allowing brands to engage several influencers for the price of one macro influencer. This can be a strategic advantage for startups or small to medium enterprises (SMEs) that require a high ROI on limited marketing budgets.


Moreover, campaigns engaging multiple micro influencers can lead to a ‘network effect’, where the combined reach and authenticity drive more profound cumulative impact than a single macro influencer might achieve.


Use cases in the Indian market


Fashion and Lifestyle: Micro influencers are ideal for fashion brands aiming to showcase real-life applications of their products. A micro influencer wearing a brand's new line in their daily, relatable setting can influence purchase decisions more effectively than a celebrity who might appear inaccessible.


Technology and Electronics: Macro influencers often help tech brands achieve a splash during product launches. Their ability to reach millions means that new gadgets gain instant visibility across a broad audience.


Health and Wellness: Here, both micro and macro influencers can be pivotal. A health drink brand might use micro influencers to generate authentic testimonial-based content, while also partnering with a macro influencer for a broader awareness campaign.


Conclusion


Choosing between micro and macro influencers should not be an either/or proposition but a strategic decision based on the specific goals, budget, and target audience of a campaign. In the intricate tapestry of Indian markets, where consumer segments are as diverse as the cultures they represent, a nuanced approach to influencer marketing can yield unmatched dividends for brands. Engaging a combination of both influencer types, tailored to different phases of the marketing funnel, can harness the strengths of each to create a holistic impact.


Rubeena Singh is the country manager India & MENA, AnyMind Group.


Read More: <a href="https://www.storyboard18.com/advertising/anyminds-otohiko-kozutsumi-and-rubeena-singh-on-gaming-influencer-marketing-and-more-25692.htm">AnyMind's Otohiko Kozutsumi and Rubeena Singh on gaming, influencer marketing and more</a>

Micro vs Macro influencers – what works best for your brand

In recent years, micro-influencer marketing has emerged as a potent tool for brands aiming to engage with their audience in a more authentic and cost-effective manner. In the Indian context, this trend has been particularly significant due to the country's diverse consumer base and the growing influence of social media. But, contrary to the belief that micro-influencers might be peaking, it's the mega influencers who seem to be plateauing, while micro-influencers are increasingly becoming the go-to choice for influencer marketing.

Current Landscape of Micro-Influencer Marketing in India

Micro & Nano Influencers, typically defined as profiles with a follower count ranging from 1,000 to 100,000*, have garnered considerable attention due to their high engagement rates and niche audiences. In India, the influencer marketing industry is rapidly projected to reach INR 3,375 crore by 2026.

One of the primary reasons for the success of micro-influencers is their ability to foster a sense of community and trust among their followers. With an average engagement rate higher than3%, micro & Nano Influencers outperform mega-influencers who have an engagement rate of roughly 1%. This high engagement is crucial for brands aiming to build genuine connections with their target audience.

Factors Driving the Growth

Several factors contribute to the burgeoning popularity of micro-influencer marketing in India:

1. Authenticity and Trust: Micro-influencers are often perceived as more relatable and trustworthy compared to celebrities or mega-influencers. Their recommendations are seen as genuine and in a niche.

2. Cost-Effectiveness: Collaborating with multiple micro-influencers is almost always more cost-effective than investing in a single mega-influencer both in efficiency and reach in the same budget. This allows brands to reach diverse segments of their target audience without exhausting their marketing budget.

3. Niche Targeting: Micro-influencers usually focus on specific niches, making them ideal for brands targeting particular demographics or interests. This niche focus results in higher conversion rates as the audience is already interested in the content being promoted.

Challenges and Saturation

Despite its advantages, micro-influencer marketing in India faces challenges that could indicate a nearing peak:

1. Market Saturation: Go Beyond the usual Fatigued influencers. The overuse of the same list of big influencers saturation. With numerous influencers vying for attention, it becomes challenging for brands to identify and collaborate with the right ones who can effectively represent their products.

2. Authenticity Concerns: As more influencers enter the market, there is a risk of diminishing authenticity. Some influencers might prioritize brand collaborations over genuine engagement with their audience, leading to skepticism among followers.

3. Regulatory Scrutiny: Increased regulatory scrutiny and the need for transparency in sponsored content can also impact the effectiveness of influencer marketing. Brands and influencers need to navigate these regulations carefully to maintain credibility and trust.

Future Prospects

While micro-influencer marketing may face some hurdles, its peak in India might still be a few years away. The continuous expansion of digital connectivity and the increasing penetration of social media in tier 2 and tier 3 cities provide ample opportunities for growth. Additionally, the evolving consumer preferences towards authentic and relatable content suggest that micro-influencers will remain a valuable asset for brands.

To Sum It Up

Micro & Nano influencers are a powerful, authentic, and cost-effective strategy for brands. In India, with its diverse consumer base and surging social media influence, this trend is undeniable. Forget mega influencers—micro-influencers are the new kings of engagement, proving their worth as the preferred choice for savvy marketers. 

Vaibhav Gupta is the Co-Founder and Chief Product Officer at KlugKlug. Views expressed are personal.

The rise of the everyday influencer: How authenticity is winning over mass appeal

Have you ever poured your marketing budget into a dream influencer campaign, only to discover your brand message is echoing in a vast, empty room of fake followers? Welcome to the Wild West of influencer marketing, where inflated numbers and ghost town engagement can leave brands high and dry.

If that wasn’t all, brands also have to worry about influencers who fail to disclose sponsored content. It is crucial for brands to monitor influencer content to prevent any violations, protect their brand reputation, and maintain compliance with advertising standards and regulations.

By performing periodic audits, brands can ensure that influencers adhere to guidelines, comply with regulations, and uphold brand values, thereby mitigating risks and enhancing the overall success of influencer marketing initiatives. Non-compliance by influencers with the Advertising Standards Council of India (ASCI) guidelines can result in legal consequences and harm brand reputation. 

But, before diving headfirst into influencer campaigns, brands need to crack the code on their audience. Are they real people, or just a mirage of likes?

Unmask fake followers: Why influencer audience verification matters

Amit Relan, Director and Co-Founder, mFilterIt, says influencer marketing has emerged as a powerful strategy for brands to expand their reach and engage with target audiences on social media platforms. Collaborating with influencers enables brands to enhance their online presence, promote products and services, and drive sales through social commerce. With social media platforms like Instagram playing a significant role in brand publicity, influencer marketing has become a key component of digital advertising strategies.

“The global influencer marketing market is projected to reach $21.1 billion by 2023, highlighting the growing importance of influencers in reaching Gen Z and millennial audiences. However, the challenge lies in ensuring that influencers reach genuine audiences rather than bots, emphasising the need for brands to validate the authenticity of influencer reach to maximize the impact of their marketing campaigns,” he adds.

Beyond the surface: Metrics that ensure quality influencer partnerships

Varun Grover, Brand Safety BU Head, mFilterIt, says that influencer monitoring encompasses various aspects such as pre-flight validations, post-flight validations, ASCI compliance, and content analysis to ensure the effectiveness and authenticity of influencer collaborations.

Before launching digital campaigns, brands can use monitoring tools to categorise influencers based on follower authenticity, distinguishing between genuine users and bots. Post-campaign evaluations allow brands to assess influencer performance on engagement metrics, audience reach, and content quality. Monitoring for ASCI compliance ensures that influencers disclose paid collaborations as advertisements, mitigating legal risks and maintaining transparency. By analysing influencer content and engagement data, brands can make informed decisions on collaboration strategies, optimise marketing campaigns, and safeguard brand reputation in the competitive arena of influencer marketing.

Brand association with macro and nano influencers

According to Grover, monitoring brand association with multiple macro and nano influencers is essential to protect brand reputation, ensure compliance with guidelines, and maintain consistency in messaging across partnerships. By overseeing collaborations with various influencers, brands can mitigate risks associated with non-compliance, uphold brand values, and safeguard the integrity of marketing campaigns.

He highlights that monitoring multiple influencers allows brands to track content for adherence to ASCI guidelines, prevent legal implications, and uphold ethical standards in influencer marketing. Additionally, monitoring ensures that influencers align with brand policies, terms of use, and guidelines, thereby optimising brand reputation and enhancing the effectiveness of influencer marketing initiatives. Regular monitoring of influencer activities across different partnerships enables brands to identify potential issues, maintain brand consistency, and build trust with their target audience.

AI & Machine Learning: Spotting fake fans faster than you can say 'unsubscribe'

Relan points out that technologies play a pivotal role in influencer monitoring by providing advanced capabilities for analysing influencer activities and audience authenticity. These technologies enable brands to conduct comprehensive bot traffic analysis, validate the genuineness of influencer reach, and identify potential violations of ASCI guidelines.

“By leveraging AI/ML algorithms, brands can detect patterns of bot activity, assess the credibility of influencer followers, and make data-driven decisions to optimise influencer marketing strategies. AI/ML algorithms analyse large datasets to distinguish between genuine and fake followers, ensuring that influencer collaborations reach real individuals and deliver the desired impact. OSINT technology enhances influencer monitoring by collecting and analysing publicly available data to verify influencer authenticity and compliance with brand guidelines, ultimately optimising the performance of influencer marketing campaigns,” he says.

The games of #sponsored: May the most authentic influencer win

On June 27, the Securities and Exchange Board of India (SEBI) approved norms to regulate unregistered financial influencers, addressing the risks associated with these influencers. The market regulator approved the proposal to ban registered entities from associating with unregistered investment advisors such as 'finfluencers'. It has allowed registered entities to associate with unregistered entities if they are only sharing educational content, as per reports. 

SEBI also stated that registered entities are to ensure that the person with whom they are associated does not indulge in prohibited activities. 

The market regulator said in a press statement: "Persons regulated by the Board and the agents of such persons shall not have any association, like any transaction involving money or money's worth, referral of a client, interaction of information technology systems or any other association of similar nature or character, directly or indirectly, with any other person who, directly or indirectly, provides advice or recommendation or makes any implicit or explicit claim of return or performance, in respect of or related to security or securities unless permitted by the Board to provide such advice/recommendation."

SEBI has been contemplating comprehensive measures to regulate 'finfluencers' as concerns about investors falling prey to unregulated guidance rises. "The Securities and Exchange Board of India (SEBI) is contemplating guidelines to rein in finfluencers' activities," SEBI chairperson Madhabi Puri Buch said on March 11, at an Association of Mutual Funds in India (AMFI) event in Mumbai.

The proposed regulations aim to overhaul registration norms, simplifying the process to facilitate 'ease of registration' for these influencers, while ensuring greater transparency and accountability, CNBC-TV18 reported, citing Buch's comments made at the event.

Among SEBI's proposed measures is the establishment of a Performance Validation Agency (PVA), a third-party entity tasked with verifying performance claims made by market participants, including Portfolio Management Services (PMS), Mutual Funds (MFs), and Investment Advisors. The PVA aims to play a crucial role in validating performance reports, bolstering trust and reliability within the financial ecosystem.

Last year, SEBI came down heavily on unregistered finfluencers providing illegal investment advice through social media. Restrictions have been imposed on intermediaries, such as brokers and mutual funds, from engaging unregistered finfluencers for product promotion.

Last year, the Advertising Standards Council of India (ASCI) revised its guidelines, mandating SEBI registration for influencers in the banking, financial services, and insurance (BFSI) sector.

The guidelines for finfluencers stated that influencers could offer investment-related advice only after getting registered with SEBI and they must display their registration numbers alongside their name and qualifications.

The disclaimer that influencers would need to display includes superimposing their qualifications, registration or certification details on visuals that are readable or upfront.

For other financial advice services, influencers are required to possess credentials or a licence from the Insurance Regulatory and Development Authority of India, or they must be qualified chartered accountants or company secretaries.

SEBI had also released two consultation papers focusing on payment structures associated with financial advice and education, as well as partnerships between regulated entities and finfluencers.

INFLUENCER MARKETING