How it Works – Page 239

Weekly Shorts: Here are emerging influencer marketing trends of 2023

Brands, too, realise the power of meaningful bonds in driving customer purchase decisions. Pizza Hut, Muddy Bites, Canon, and Budweiser are some big-name brands prioritizing authentic influencer content. (Representative image: Karsten Winegeart via Unsplash)

What’s buzzing in influencer marketing and the creator ecosystem? What’s the next big thing coming down the line? Catch the big trends and hot topics in our weekly shorts.

Income Tax Department cracks down on social media influencers for tax evasion

According to the report, microinfluencers were the fastest-growing category within the sector last year, up 30.5 percent from the year before compared to macroinfluencers at 27.7 percent.

Under the new regulations, influencers with an income of Rs 2 lakhs and above annually are subject to a tax rate of 30 percent on their gross income.

Google, Amazon and YouTube rank as most meaningful brands in India: Havas report

Ad agencies don’t really have a reputation for maintaining work-life balance. A lot of industry folks see this as a welcome change. Riya Ahuja told us that a thoughtful strategy is required to nurture a people-oriented approach in advertising companies that have difficulty with work-life balance. (Representative Image: Jon Tyson via Unsplash)

High scores show that Gen Z is not just the happiest (71 percent) and most optimistic (70 percent), but they are also very determined in expressing their sense of self. Brands that help them express their individuality meaningfully outperform other average brands by 66 percent.

Influencer marketing industry projected to be worth $2.8 – 3.5 Bn by 2028: Redseer report

Gen Z segment has a distinct aesthetic that impacts their brand choices, which have been driving fashion trends – crop tops, ribbed dresses, chunky sneakers, and baggy jeans. (Representational image by Laura Chouette via Unsplash

Influencer marketing has gained much momentum in last 12 months as it helps brand improve its reach to their target audience more effectively. With an estimated 3.5 to 4 Mn influencers to choose from, brands need a robust solution to discover and engage with the right influencers and overcome existing challenges in the market.

Not an endorsement: Rajeev Chandrasekhar on ad featuring finfluencer using govt logo

One of the concerns cited by these organisations is that OTT service providers are already regulated under the IT Act 2000 which will be replaced by the upcoming Digital India Act (DIA). Therefore, such consultations should form part of Digital India Act and any other additional consultations by regulators like TRAI will also lead to overlap of regulatory structure. (Image by Jessica Tan via Unsplash)

The IT minister clarified on Twitter in response to an ad on digital safety featuring fininfluencer CA Rachna Ranade along with the Ministry of Electronics and Information Technology and G20 logos.

Indian gaming flush with cash amid funding winter

Moving on from taxes and revenues, the report also said that India’s online gamers are expected to grow at a CAGR of 5 percent and reach 53.8 crore by FY28. (Representational image via Unsplash)

Gaming companies are spending their monies on a variety of initiatives, including acquiring new users, developing new games, and expanding into new markets.

Weekly Shorts: 5 unique 4th of July influencer marketing campaigns by brands

The 4th of July is indeed an important event for American families. But it is an equally essential marketing opportunity for brands to establish an emotional connection with customers. (Representative Image: Hugo Ruiz via Unsplash)

What’s buzzing in influencer marketing and the creator ecosystem? What’s the next big thing coming down the line? Catch the big trends and hot topics in our weekly shorts.

Seven graphics to read from the Global DEI Census

Among other things, Paranjpe spoke about the company’s culture of developing talent and meritocracy that has made HUL a preferred employer over the years. (Representative Image: Fernando @cferdophotography via Unsplash)

Wave II of Global DEI Census shows high recognition of industry efforts, but no improvement on inclusion.

Predictive analytics to AI to personalisation; top marketing trends of 2023

As we venture into 2023 and beyond, technological innovations will drive retention marketing strategies to new heights. Notably, CMOs are increasing their martech spending to embrace these advancements. Conversational AI, predictive analytics, and augmented reality are some technologies that will revolutionise customer retention efforts. (Representative Image: Jon Tyson via Unsplash)

While user retention is a common aspiration for most businesses today, without a thorough understanding of the nuances, effective customer retention strategies are tough to implement.

Weekly Shorts: Dad-influencers – the new buzzword for brands

Dad influencers have been the most sought-after content creators by brands in fashion, fitness, food and beverages and lifestyle categories. In fact, data from the influencer marketing platform affable.ai shows that the number of dad influencers has increased by 12.89 percent between 2018 and 2022. (Representatuve Image: Tim Mossholder via Unsplash)

What’s buzzing in influencer marketing and the creator ecosystem? What’s the next big thing coming down the line? Catch the big trends and hot topics in our weekly shorts.