Tag: influencer marketing

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

While MrBeast is in India to launch his chocolate brand, Feastables, Logan Paul (front) and KSI (right behind him) are in the country to promote their hydration drink brand, Prime, (Image sourced from @loganpaul via Instagram)

India’s booming digital landscape — coupled with rising affluence and cultural diversity — is attracting international influencers in a big way.

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

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. (Image source: Official website and stills from the videos)

Neelambari Adivasi Hair, which claims to be a concoction of 108 herbal ingredients, has lately been the talk of the town, all thanks to promotions by well-known faces. Storyboard18 spoke with agency and brand experts to understand the credibility of such endorsements, their packaging as per industry standards, and more.

53 percent consumers distrust influencer content: Survey

While 77% discover new brands via social media and 81% use it to seek reviews before purchasing, concerns persist; 76% worry about privacy and data sharing, underscoring the need for stringent privacy measures. (Representative image via Unsplash)

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.

Micro vs Macro influencers – what works best for your brand

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. (Representative image via Unsplash)

As stated by Rubeena Singh, country manager India & MENA, AnyMind Group, 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.

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

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, writes Vaibhav Gupta, Co-Founder and Chief Product Officer, KlugKlug.

The evolving consumer preferences towards authentic and relatable content suggest that micro-influencers will remain a valuable asset for brands, writes Vaibhav Gupta, Co-Founder and Chief Product Officer, KlugKlug.

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

By requiring finfluencers to register with SEBI and follow specific guidelines, the regulator is establishing a standard for accountability and expertise in the sector, according to market experts. This move ensures that mutual fund houses, research analysts, registered investment advisors, and stockbrokers do not partner with finfluencers. However, a small exception has been made for investor education initiatives from such partnerships. (Representational image via Unsplash)

Brands need to crack the code on the influencer’s audience. Are they real people, or just a mirage of likes?

Crackdown on finfluencers: SEBI bars regulated entities from associating with ‘unregistered finfluencers’

The circular states that SEBI-regulated persons must ensure that no associated person or agent gives any direct or indirect advice on securities.

SEBI stated that it shall be the responsibility of the registered entity to ensure that the person with whom it is associated does not indulge in prohibited activities.

Fashion influencer Nancy Tyagi: ‘Influencer success is a blend of hustle and heart’

Building a successful online presence takes grit. I learned early on to develop thick skin and focus on creating content I believed in, says Nancy Tyagi.

Nancy Tyagi discusses her journey from civil service aspirations to navigating the glitzy realm of red carpets. She shares perspectives on influencer culture and offers advice on dealing with internet trolls.