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Tag: influencers

  • Nykaa Marketing Strategy: How It Managed to Target Audience in Beauty Market

    Today, there are tons of startups that have evolved in India in various industries and verticals. One such industry that has seen immense growth in the last decade is the Indian cosmetics industry. 8 years back, when e-commerce platforms were emerging in various sectors, people started to give importance to shopping for skincare and healthcare products online. There was a rise in the awareness of the skincare products and getting them was simple as they could be delivered at the consumers’ doorstep. This gave birth to one of the prominent brands of skincare industries, the online beauty retailer, Nykaa.

    Nykaa is a brand that we have all heard of from different media and advertisement. Some of us would have heard it from our friends who have used it. After all, word of mouth is a good marketing method that is proving to be widely successful. Nykaa is one of the best beauty and personal care product brand. Nykaa has now gained an excellent customer base. Nykaa’s marketing strategy has been very successful for them. It has cosmetics, haircare, bath and body, skincare, luxury and other wellness products for men and women.

    Nykaa works on an omnichannel model where they have established a strong presence online as well as have opened up more than 68 stores across the city. They work with more than 1500+ brands and have been successful in becoming one of the most prominent brands in India. Their reason for success and growth has been their effective and enthralling marketing strategies. The following are the Top Marketing Strategies used by Nykaa:

    Nykaa – The Beginning
    Nykaa Marketing Mix
    Nykaa – Marketing Strategy

    Nykaa Business Model and Nykaa Marketing Strategy 

    Nykaa – The Beginning

    Falguni Nyar, the founder and CEO of Nykaa
    Falguni Nyar, the founder and CEO of Nykaa

    Nykaa was founded by Falguni Nayar, who was an investment banker. She along with her husband, Sanjay Nayar, invested $2 million in 2012 and controlled about 95% of the stakes. Being amazed by the variety of branded cosmetics that were available in the market, she turned to entrepreneurship at the age of 50.

    The initial plan was to sell products directly from warehouses located in Delhi, Mumbai, and Bangalore. Without using the store format, they were able to gain better margins with the products. The initial marketing was done online and through various social media platforms.

    Within 5 years, the company was able to break even the initial investment. Major marketing initiatives included hosting the Femina beauty awards in 2015 and 2016. It gained Unicorn status in 2020.

    Nykaa Marketing Mix

    Marketing mix of Nykaa focuses on delivering high-quality beauty products, competitive pricing, and effective promotions to attract and retain customers. With a strong presence across multiple channels, Nykaa has become one of India’s leading beauty retailers, offering a blend of value and customer-centric strategies.

    Product

    Nykaa’s marketing strategy focuses a lot on product quality. They spend heavily on research and brand development to ensure they get the best products. This strong focus on quality has helped them gain trust from customers and industry experts.

    Because of this, along with strong promotions, Nykaa has become one of India’s top beauty retailers. Their products are now available in over 1,000 stores across India, and they plan to expand globally soon.

    Pricing

    • Cost-Based Pricing: Nykaa decides its prices based on how much it costs to make a product, adding a profit margin accordingly.
    • Value-Based Pricing: Since 2014, Nykaa has kept its prices competitive, which has helped them grow fast as customers love good deals. They also offer free shipping on orders over ₹500, attracting more buyers. Nykaa uses cost-effective sourcing methods to keep prices low so that customers can shop affordably.

    Offers and Discounts

    Nykaa provides seasonal discounts and special sales for online shoppers. Their Pink Friday Sale is the biggest event, offering huge discounts on many brands. This attracts more customers and boosts sales.

    Promotion

    Nykaa uses social media and TV ads to promote its brand. This has helped them connect with more people and keep their audience highly engaged.

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    Nykaa – Marketing Strategy

    With the situation here, the best way to market a product is to use the digital platforms. Even when you market it digitally, it is important to keep it perfect to be able to attract more audience. Social media interaction is extremely important to keep the customers proper and in a track. They knew the right way to get into the minds of the target audience and also to retain the customers. Their main target audience were the people who were students and professionals who do not have enough time to go to a physical shop and buy the required cosmetic.

    Marketing Through YouTube Channel

    Youtube is the media where people go to while away their time by watching videos. They have a segment known as “Nykaa TV” which was made by seeing the emergence and importance of the advertising market by the means of videography. Nykaa has a whopping 1.24 million subscribers on its YouTube channel. This channel on YouTube helps the viewers to know more about beauty and wellness products and their “how-to” videos also provide a lot of information on products related to this sector.

    Nykaa’s YouTube channel has videos that help customers understand how each cosmetic is to be used. Also, some people do not know what product to use and which brand will suit them best. These videos help them identify what they need and buy them from Nykaa. They keep posting videos regularly to make sure the subscribers get useful information often.

    Moreover they have celebrities and their stylists make short videos on make-up and skincare as well!

    Influencer Marketing

    This is also quite common with Nykaa’s marketing. Influencer marketing is usually used by Nykaa while launching a new product. Nykaa has the belief that it is easier to maintain customer loyalty when they are able to maintain a proper relationship with the influencer. Also, it can increase customer engagement.

    Nykaa has always believed in collaborating with big names because collaborations have proven to be very successful for them. Be it the collaboration with Femina Beauty Awards or the recent collaborations with Katrina Kaif – Kaif with Kay beauty and Masaba – Masaba with Nykaa, all such collaborations help Nykaa to get popularity as well as target a wider audience.

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    Nykaa Offers and Discounts

    Offers and coupon codes are the best ways to attract customers in a very short time. Nykaa has been offering many discounts and coupons to its customers on purchasing branded beauty and skincare products from their portal. This has been one of their very successful strategies in marketing their e-commerce business. They use various coupon codes and offer various discounts so that they attract a maximum number of customers on various occasions and festivals. This has proved to attract a lot of customers for them and they hence have a good sale during the offer periods.

    Content Marketing Strategy

    Nykaa’s digital marketing strategy leverages social media, influencer partnerships, content marketing, and targeted online ads to engage and connect with its audience, driving brand awareness and sales. Nykaa’s digital marketing strategy is yet another awesome marketing strategy of Nykaa that has proved to be successful. Generally, the challenge in content marketing is that most people don’t see or read it unless it is extremely interesting. To make it a point to attract new customers and retain old customers, the content team has to make the content very creative. They have a team of young and enthusiastic professionals for creating the best possible content. They make sure the content in all the platforms like websites, blogs, other articles, tutorials are all made in a very creative and understandable way.

    Nykaa believes that by showing high-end content on their website, app and social media handles they can showcase global trends by which they can establish their own brand name. It is often said that content is king and is highly consumed by people; hence they have established a qualified team for its content strategy. Nykaa has very appealing social media portals and websites because that is how they keep their users engaged by providing interesting content. They have active blogs where users can get expert advice from professionals on beauty and wellness as well as can get many tips on makeup.

    Nykaa also uses SEO strategy in its contents to rank higher. When people need something, they search for it on the search engine before reaching out to the website or YouTube. It is hence important to make sure that the page, blog, or post from Nykaa’s website contains the perfect keywords. They keep in mind the trend in the industry and update themselves according to them. They are perfect at optimizing their content according to the latest trends and keywords. Their blogs and products show up at the top of the search engine.

    Social Media Marketing Strategy

    Social media platforms used by Nykaa for marketing
    Social media platforms used by Nykaa for marketing

    Today, the world is running on social media. Everyone has an account on almost all the social media pages. Instagram and Facebook are widely used to display advertisement. Nykaa’s social media marketing is also excellent. Instagram page of Nykaa has a lot of new followers each day and the same goes for Twitter and Facebook. They have integrated some social media pages with the ‘shop now’ button, which helps the customers go to the website and order the required product.

    It has a very strong social presence and is hence able to have a personal touch with the customers.

    Other than the above-mentioned techniques, they also use Email marketing. Wherein, the customers who are registered with them will get updates through Emails. This is sent out only to regular and highly engaged shoppers.

    On the whole, the social media marketing strategy of Nykaa is extremely customer-centric. Nykaa has understood who their target customers are and hence they find it very easy to tap that particular segment and work on attracting them. Nykaa is now one of the leading websites with the number of visitors on the website increasing day-by-day.

    Nykaa marketing strategy approach towards customers has made it one of the best brands of its kind and helped it become a unicorn startup reaching a valuation of approx $14 billion.

    For promoting the social media platforms and also for keeping the audience engaged, Nykaa launches various offers and discounts on social media platforms in the form of contests, giveaways, and many such activities. This helps them in generating customer leads and also connecting huge masses spread across various different geographical locations. People can also shop Nykaa products from their Facebook Page which redirects them to their e-commerce website.

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    Nykaa Beauty Book

    The brand has launched its magazine that includes the news related to the field, various articles with advice on the skincare and wellness lines. The formats in this magazine include the FB live, educative brand collaborations, web series, and OTT platforms, etc. Their magazine 7.5 million page views and unique 4 lakh visits per month. Nykaa also releases these magazines in various regional languages.

    Nykaa Routine Finder

    Nykaa has built a very intriguing tool that is comprehensive of skin, hair, and wellness parameters. The tool allows getting a set skincare routine according to the choices made by the customer and the routine finder helps the customer by showing or suggesting the products that will help them to improve the problem that they face. On average around 15000 people visit this routine finder of which 90% of the people use it from the mobile application and 10% of users use it on the website.

    Conclusion

    Nykaa has proven itself by establishing a very successful business in the Indian market. With its balanced and slow & steady approach, it has become one of the most liked beauty and wellness giants and will continue to grow in the years to come. Nykaa has proven to be loyal to its customers and has been prosperous enough to get their trust in return. With such excellent marketing strategies, the brand will further continue to proliferate and earn huge profits.

    FAQs

    Who is the owner of Nykaa company?

    Falguni Nayar founded Nykaa in 2012.

    How does Nykaa make money?

    They sell beauty products both online and offline. They have also added clothing to their product catalogue and they target both men and women as well as children as their target audience.

    What is Nykaa’s marketing strategy?

    The marketing strategy of Nykaa is mainly dependent on influencers. They market through

    • Marketing Through YouTube Channel
    • Influencer Marketing
    • Nykaa Offers and Discounts
    • Content Marketing Strategy
    • Social Media Marketing Strategy
    • Nykaa Beauty Book
    • Nykaa Routine Finder

    What is Nykaa Target audience?

    The target audience of Nykaa primarily includes women aged 18-45, who are interested in beauty, skincare, and wellness products. They focus on both urban and semi-urban customers, particularly those who are tech-savvy and fashion-conscious.

  • The Role of YouTube Influencers in Driving Sales for Brands

    On YouTube, several youthful content creators have amassed a massive following by posting videos in which they try on clothes, evaluate products, or demonstrate new makeup looks. A Delhi-based YouTuber named Sejal Kumar has 883,000 subscribers. In a video called “How I get ready for a shoot,” she walks her viewers through her procedure for getting ready, all the while gently promoting the Veet electric trimmer and how it saves her from having to rush to the salon at the last minute. The owner of the brand, Reckitt Benckiser (India) Ltd., funded the video’s production.

    In the ever-changing realm of online video creation, YouTube stars from India have emerged as powerful advocates for many brands. Several factors, including the influencer’s subscriber count, average views, engagement rate, and the brand’s unique requirements, determine the charges for these promotional services. To give you an idea, a promotional video from an Indian YouTuber with a moderate following of about 50,000 subscribers would cost anything from 20,000 to 50,000 INR.

    Putting the Price Cap
    Brands Opting for YouTube Influencers
    Developments and Data Regarding the Market

    Putting the Price Cap

    On the flip side, famous YouTubers with millions of fans can charge 2 lakhs INR or more for just one ad. But brands must not limit themselves to only subscriber counts. When comparing influencers, it’s usually better to go with one with a smaller but more engaged audience because they tend to deliver more value for money. The promotional fees are heavily influenced by the type of content and the intended audience.

    Consider a firm that is trying to reach tech-savvy consumers with an ad for their product. In such instances, they may choose an influencer whose audience consists primarily of young adults and whose content is centered on technology. The opposite is true for household goods brands; they may favor influencers who cater to stay-at-home moms and their families.

    To meet the unique requirements of brands and work within their budgets, YouTubers may sometimes provide bespoke promotional packages. Reviews, sponsored videos, shoutouts, and product placements in their normal material are all examples of what can be considered these.

    Influencers may negotiate for free goods and services in addition to monetary remuneration as part of their promotional contract. For startups or smaller firms on a tighter budget, this could be a great way to contact their customers without breaking the bank.

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    Brands Opting for YouTube Influencers

    Influencer marketing is a significant deal for Amazon India, one of the largest eCommerce platforms in the country. Actors, singers, and YouTubers from India are among the influencers that the brand has teamed up with to market its wares. Influencer marketing is another strategy that Amazon India employs to boost sales and awareness of the business. Indian influencers have been working with Myntra, a leading fashion shop in India, to promote the brand’s wares. Myntra has collaborated with numerous influencers, including Bollywood stars and fashion bloggers, to produce content that speaks to its demographic.

    The top Indian eCommerce platform, Flipkart, has been advertising its wares through the use of influencers. To reach its demographic, the brand has collaborated with a wide range of prominent figures, including Bollywood actors and lifestyle influencers. Influencer marketing is nothing new for L’Oréal India too; the company has been doing it for some time. The business has teamed up with several popular Indian artists, musicians, and YouTubers to produce material that speaks to its demographic.

    Developments and Data Regarding the Market

    In 2025, the influencer marketing sector in India is projected to be worth Rs 2,200 crore, with a compound annual growth rate of 25%, according to the Influencer Marketing Report.

    Influencer Marketing Market Size Worldwide
    Influencer Marketing Market Size Worldwide

    The rise of short-form video formats on sites like YouTube, Facebook, and others has contributed to the explosion in social media consumption, and marketers’ increased efficiency in gathering data for social media marketing is a major factor in this trend. On average, Indians spend 2 hours and 25 minutes each day on social media, and there are more than 448 million active users in the country.

    From being a fad to an essential tool for modern brands, influencer marketing has gone a long way. Now considered an essential advertising approach, influencer marketing has been incorporated into 93% of marketing efforts.

    There will be no stopping the growth and change of influencer marketing in India. Brands can get enormous benefits from utilizing influencers in certain industries. The top four categories that account for 70% of influencer marketing volume are personal care (25% of the total), food and beverage (20%), fashion and jewelry (15%), and mobile and electronics (10%), according to “The Indian Influencer Marketing Report” by INCA.

    There is a lot of space for innovation and participation in influencer marketing in India, thanks to the country’s thriving startup ecosystem and the fact that larger brands are also trying to reach their target audience.

    FAQs

    What are the top categories that account for the maximum percentage of influencer marketing?

    The top four categories that account for 70% of influencer marketing volume are personal care (25% of the total), food and beverage (20%), fashion and jewelry (15%), and mobile and electronics (10%).

    What will be the anticipated worth of influencer marketing in 2025?

    In 2025, the influencer marketing sector in India is projected to be worth Rs 2,200 crore.

    What is influencer marketing?

    Influencer marketing is a strategy where brands collaborate with individuals with a large and engaged following on social media to promote their products or services to a targeted audience.

  • De-influencers Take Center Stage in Redefining the Future of Influence

    In a world where social media is supreme, number of followers and likes decide your identity and person’s worth, a new breed of influencers is emerging, wielding ‘nay’ sword, and criticism as their purpose to make their digital presence. They are no other but ‘De-influencers’.

    “Stop buying supplies, things you will regret buying’, ‘im de-influencing you’, ‘de-influencing you from the most viral makeup of 2023’, ‘what not to $$$’ are the kind of headlines and headers that are making trends on social media platforms like YouTube, Instagram, and Tiktok (banned in India). It is noteworthy that #Deinfluencing has over 1 billion views.

    This new breed of voices is making waves, disrupting the traditional norms of curated content and aspirational lifestyles in the world of consumerism. Meet the De-influencers – individuals who are shaking up the normal trend by challenging myths, debunking misinformation, and fostering critical thinking among their communities, peers, followers, and subscribers.

    The Birth of De-influence
    What Is Their Mission?
    Debunking Myths and Misinformation
    Promoting Critical Thinking
    Driving Social Change
    The Power of Connection
    What Is It That De-influencers Are Trying to Tell?
    The Essence of De-influence
    Shaping the Future of Influence
    The Future of De-influence

    The Birth of De-influence

    As social media platforms continue to dominate our digital landscape, concerns about authenticity and accountability have come to the forefront. In response, De-influencers have emerged as beacons of transparency, skepticism, and critical thinking. 

    What Is Their Mission?

    De-influencers are on a mission to peel back the layers of influencer culture and encourage their audience to think critically about the content they consume or about the cream that they apply on their tender skin and the appliances used in their kitchen.

    Debunking Myths and Misinformation

    At the heart of de-influence lies a commitment to truth and accuracy. De-influencers use social platforms like Facebook, Instagram, and X (earlier called Twitter) to debunk myths, challenge misinformation, and provide evidence-based perspectives on a wide range of topics. 

    Whether it’s dissecting pseudoscientific claims, fact-checking viral trends, or critiquing misleading marketing tactics, these individuals are on a mission to separate fact from fiction in the digital realm.

    In the era of digitalization, a new term has been coined to encapsulate individuals who prioritize what not to do, what not to behave, what not to eat, what not to watch, or what not to opt for with an aim to creating genuine engagement, powerful thought process and meaningful impact by likes, subscriptions, and followers. 

    As traditional influencers fade into the background, de-influencers are stepping into the spotlight, reshaping the landscape of online influencer marketing and paving the way for a new class of intellectuals and experts who will decide what is not to be done in the digital arena.

    In recent years, influencer marketing has skyrocketed in popularity and effectiveness, becoming a go-to strategy for online promotion. With millions of internet users regularly browsing social media platforms for entertainment, inspiration, and product recommendations, it’s no surprise that marketers are leveraging the influence of social media’s most prominent figures.

    As of 2023, the global influencer marketing market has reached a staggering value of USD 21.1 billion, more than triple since 2019. This fast growth shows how influencer marketing has become a big industry on its own. And every year, influencer platforms are getting bigger and more valuable, allowing brands and creators to team up in ways never seen before.

    Promoting Critical Thinking

    In an age where clickbait headlines and viral content abound, de-influencers serve as ambassadors of critical thinking. They encourage their followers to question mainstream narratives, challenge societal norms, and approach information with a healthy dose of skepticism. By fostering critical thinking skills, de-influencers empower their audience to make informed decisions and navigate the complexities of the digital world more effectively and clearly.


    Driving Social Change

    De-influence is about more than just debunking myths and promoting critical thinking – it’s also about driving meaningful social change. De-influencers often use their platforms to raise awareness about important issues, advocate for marginalized communities, and amplify voices that are often unheard or overlooked. From promoting environmental sustainability, reporting the unknown, narrating what was unseen, or advocating for social justice, these individuals are harnessing the power of social media for good.

    Here are some Indian examples of de-influencers, who challenge the mainstream narratives and promote critical thinking on social media platforms:

    • Ravish Kumar (X or former Twitter): Ravish Kumar is a prominent Indian journalist known for his incisive reporting and critical analysis of current affairs. Through his X account (3.5 million followers) and Instagram (4.3 million followers), he often challenges misinformation, questions government policies, and encourages followers to think critically about social and political issues. 
    • Faye D’Souza (X, Instagram): Faye D’Souza is a journalist and former executive editor of Mirror Now, known for her no-nonsense approach to journalism. On platforms like Twitter (1.1 million followers) and Instagram (1.7 million followers), she addresses misinformation, calls out false narratives, and advocates for transparency and accountability in governance.
    • Dhruv Rathee (YouTube, X): Dhruv Rathee is a YouTuber and social activist known for his videos on politics, economics, and social issues. Through his YouTube channel (14.8 million subscribers) and X ( 1.7 million followers) account, Rathee challenges mainstream media narratives, debunks misinformation, and promotes critical thinking among his followers.
    • The Wire (YouTube, X): The Wire is an independent news and analysis platform in India known for its investigative journalism and critical commentary on politics, society, and economics. Through its YouTube channel ( 5.03 million subscribers) and X (1.3 million followers) account, The Wire provides in-depth analysis, fact-checks, and exposes misinformation to promote informed discourse among its audience.
    • Alt News (X, Facebook): Alt News is a fact-checking website in India that debunks misinformation and fake news circulating on social media platforms. Through its X (519 K followers) and Facebook accounts ( 242K followers), Alt News provides evidence-based information, corrects false narratives, and promotes critical thinking to combat the spread of misinformation online.
    • Revant Himatsingka or Food Pharmer (Instagram, X): Revant Himatsingka creates thoughtful, often humorous videos to educate Indians about health, social issues, and life. His main goal for the next few years is to stop FMCG companies from marketing junk food as healthy food. He is teaching Indians how to read food labels of packaged food. Revant, who is in favor of clean businesses, has 1.5 million Insta followers, 66,867 LinkedIn followers, and 290K YouTube subscribers.
      In April 2023, he went viral for critiquing Cadbury‘s Bournvita sugar content, suggesting a tagline change. Cadbury responded with a legal notice, stating their product contained 7.5 grams of added sugar per serving, within recommended limits. On December 23, the influencer announced on Instagram that Cadbury had reduced added sugar by 15 percent, calling it a ‘big win’.


    The Power of Connection

    In a world saturated with superficial content and shallowness, de-influencers are helping people by bringing reasons and thought-provoking answers to questions, that usually consumers neglect, fail to ask, or hesitate to question. 

    Unlike traditional influencers who measure success in likes and followers, de-influencers emphasize connection-building and thought-provoking exercises, to bring about a ‘difference’ in the commonly accepted views, and traditions of the society. 

    What Is It That De-influencers Are Trying to Tell?

    In essence, most of the ‘de-influencers’ on social media apps are real influencers in sheep’s clothing. This is the real-time question one needs to ask as readers, viewers, consumers, and clients. Are they really helping us decide what is right or wrong or are they telling us to opt for what they feel is just and correct?

    People rather than, consumers have consumed enough data, marketing campaigns, and advertisements, wherein they have been always asked or lured to buy a certain product, service, or strategy in a subtle or loud manner. 

    People have overconsumed positive marketing strategies. The marketing industry has reached a saturation point, where ‘influencing’ charisma is fading away. Now, people don’t want to be in a trap of consumerism and haste to buy any product to be fashionable and maintain social status.

    De-influencers are trying to achieve more with fewer resources, achieve sustainable goals, and try to be away from the crowd and create a new niche for themselves. This strategy of saying ‘no’ is being applied by marketing ‘gurus’, and influencers, to look unique and attract buyers. They feel that stopping people from buying an item or policy will attract more consumers and increase the sale of other related items. 

    According to a recent Statista survey, Instagram remains the most popular platform for influencer marketing worldwide.

    As per Statista, India emerged as the global leader in Instagram users, with a staggering 362 million individuals on the platform, as of January 2024. The United States and Brazil trailed behind with 169 million and 134 million users, respectively.

    Value of Influencer Marketing Industry in India From 2021 to 2022, With Projections Until 2026
    Value of Influencer Marketing Industry in India From 2021 to 2022, With Projections Until 2026

    The Essence of De-influence

    So, what exactly sets de-influencers apart from their predecessors (influencers)? 

    One can say that at the core of de-influence lies a commitment to authenticity,  clarity, criticism, and transparency for the common good. 

    But it’s not just about being clear – De-influencers are on a journey to make a difference. They want to bring about a change by telling what is not to be done. 

    Whether advocating for social justice, promoting the environment, or raising awareness about natural skincare products, mental health, or knowledge about the side effects of beauty products, these influencers leverage their platforms to bring awareness. 

    Their content isn’t just about aesthetics or abstract theory; it is about sparking meaningful conversations, questioning the normal, challenging the old narrative, and inspiring action.

    Shaping the Future of Influence

    As the influence of de-influencers continues to grow, brands and marketers are taking notice. Gone are the days of superficial endorsements and scripted sponsorships; instead, brands are seeking out de-influencers who align with their values and embody their ethos. 

    In a 2024 global survey of PR agencies, marketing firms, brands, and professionals, 37.6 percent reported working with up to 10 influencers, while 14.7 percent collaborated with over a thousand influencers.

    In their unique ways, de-influencers are asking what not to go for and silently telling you what to do, what to buy, what to grab, and what to consume.

    One can say it is another format of influencer marketing. Earlier, it used to be about ‘pushing’ audiences towards a better brand but nowadays it is about ‘pulling’ people towards a brand.

    At present, collaborations are no longer just about product placement, they’re about telling stories, sparking meaningful conversations, and driving change in the system. 

    But perhaps the most profound impact of de-influencers lies in their ‘ability to inspire and spark others’ thoughts and actions’.

    The Future of De-influence

    As the influence of de-influencers continues to grow, their impact on online discourse and culture cannot be overstated. By challenging the current norm, promoting critical thinking, and driving social change, these individuals are reshaping the way we engage with content on social media. 

    Given the capacity of online influencers to high brand visibility, engage audiences, and sway purchasing decisions for millions of users, it’s no wonder that expenditure on influencer or de-influencer partnerships is anticipated to surge even more in the digital future.

    In an era of increasing digital noise and misinformation, the rise of de-influencers offers a representation of hope – a reminder that authenticity, transparency, and critical thinking still have a place in the digital world.

    FAQs

    What are De-influencers?

    De-influencers are the individuals who are shaking up the normal trend by challenging myths, debunking misinformation, and fostering critical thinking among their communities, peers, followers, and subscribers.

    What is the market size of global influencer marketing?

    As of 2023, the global influencer marketing market has reached a staggering value of USD 21.1 billion, more than triple since 2019.

    Who are the De-influencers in India?

    Some of the De-influencers in India include Ravish Kumar, Fay D’Souza, Dhruv Rathee, Alt News, The Wire, Revant Himatsingka or Food Pharmer, and others.

  • Arundhati Bhattacharya-First Woman Chairperson of the State Bank of India (SBI)

    The First SBI Lady Chairman, Arundhati Bhattacharya, is a retired banker. She was the first woman to be the chairperson of the nation’s largest bank, SBI. Under her leadership, SBI grew its network to around 17,000 branches and services over 330 million customers with a presence in 36 countries. She executed the smooth transition that SBI underwent, which was evident in every way. The women who have inspired many women entrepreneurs to step up.

    Being the First Woman Chairman of SBI, Let’s know more about Arundhati Bhattacharya’s Education, Story, How Arundhati became the First female chairperson of SBI, and more…

    Arundhati Bhattacharya – Biography

    Name Arundhati Bhattacharya
    Born 18 March 1956, Kolkata
    Citizenship Indian
    Education St.Xavier’s School, Jadavpur University, Lady Brabourne College
    Title First Woman Chairperson of the State Bank of India
    Net Worth Approx $5 Million (2023)
    Awards Global Economy Prize
    Current Position Chairperson and CEO (India operations), Salesforce, USA

    Arundhati Bhattacharya – Childhood and Personal Life
    Arundhati Bhattacharya – Education
    Arundhati Bhattacharya – Career in SBI
    Arundhati Bhattacharya – As The First Woman Chairperson of SBI
    Arundhati Bhattacharya – 4 Year Term as the Chairman of SBI
    Arundhati Bhattacharya – Achievements
    Arundhati Bhattacharya – Life Beyond SBI
    Arundhati Bhattacharya’s Famous Quotes

    Arundhati Bhattacharya – Childhood and Personal Life

    Arundhati was born into a well-educated family. She was raised in Bhilai by her father, Prodyut Kumar Mukherjee, who was working with Bhilai Steel Plant as an engineer, and her mother, Kalyani Mukherjee, who was a Homeopathic doctor. From a very young age, she was driven towards journalism. She completed her schooling at Bokaro Steel City’s St Xavier’s School. She enlisted herself in English literature and completed her graduation from Kolkata’s Lady Brabourne College.

    Arundhati Bhattacharya – Education

    Arundhati Bhattacharya’s education was at St. Xavier’s School, Bokaro. She studied English Literature at Calcutta’s Lady Brabourne College and then at Jadavpur University.

    Arundhati Bhattacharya’s Early Days at SBI

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    Arundhati Bhattacharya – Career in SBI

    Arundhati Bhattacharya was propelled towards journalism, but in 1977, she decided to sit for the SBI probationary officer exam and nailed it at the age of 22. She had her dreams of journalism but entered the banking sector and never looked back.

    During her 36-year career with the bank, she held several positions, including working in foreign exchange, treasury, retail operations, human resources, and investment banking. This included positions like the chief executive of the bank’s merchant banking arm, State Bank of India Capital Markets, and chief general manager in charge of new projects.

    Arundhati Bhattacharya has served at the bank’s New York office. She has also been involved with the launch of several new businesses, such as SBI General Insurance, SBI Custodial Services, SBI Pension Funds Pvt. Ltd., and the SBI Macquarie Infrastructure Fund.

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    Arundhati Bhattacharya – As The First Woman Chairperson of SBI

    Arundhati Bhattacharya became the first female chairperson of SBI, succeeding Pratip Chaudhuri as Chairman, who retired on 30 Sep 2013. Arundhati Bhattacharya was the first woman ever to lead a Fortune 500 company in India and the only woman banker on that list of giants anywhere in the world.

    When she became the chairman, many doubted her capabilities to work in a corporation as she spent most of her time outside the headquarters. She had her tenure for four years after retiring in 2017.

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    Arundhati Bhattacharya – 4 Year Term as the Chairman of SBI

    During her tenure, she identified the problems and transformed SBI from a stable state-run lender into a customer-friendly and competitive bank. SBI also introduced the work-from-home scheme for women. During her term, SBI rose 57%.

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    She navigated the bank to its toughest of times and completed the merger of 5 Associate banks and Bhartiya Mahila Bank. This merger resulted in the creation of a banking behemoth with more than ₹37 lakh crore in assets.

    Focused on the spread of digital platforms

    Arundhati bhattacharya story
    SBI Buddy Digital platform

    Arundhati focused on the technology and the spread of digital platforms with products like SBI Buddy. The results were healthy. The SBI group saw ₹5.83 lakh crore worth of mobile transactions (with a market share of 44.5 percent) during FY17. Its consolidated net profits stood at ₹2,006 crore in the quarter ended June 2017.

    SBI Launched its First Dedicated Branch For Startups InCube

    SBI arundhati bhattacharya
    SBI Chairman Arundhati Bhattacharya, at the launch event of InCube

    The main purpose of the ‘SBI InCube’ was that the bank would help, guide, and counsel entrepreneurs in starting a new company or business enterprise. At the launch event, SBI Chairman Arundhati Bhattacharya said,

    “SBI is striving to make its structure more amenable to the requirements of startups. We want to be a part of the growth of startups and India itself. We will support entrepreneurs in their ventures and let them do their job of innovating. ”

    This was a great initiative by SBI to help startups under the leadership of Chairman Arundhati Bhattacharya.

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    Performance Appraisal System in SBI

    SBI was India’s first and largest commercial bank to launch a performance appraisal system named Saksham. It was launched so that the employees could analyze their monthly performance against assigned targets.

    Work-from-home facilities for Women Employees

    On International Women’s Day SBI provided provided its employees the facility to work from home, a move that will especially benefit its women workers. Arundhati Bhattacharya played an important role here.

    SBI introduced Lateral hiring from institutes like IIT & IIM

    SBI planned to hire specialist job roles from institutes like IIT & IIM.

    Arundhati Bhattacharya – Achievements

    • In 2014, Fortune magazine named her as the 24th most powerful woman in the Asia-Pacific region.
    • From 2014 to 2017, she was consistently ranked as the most powerful woman in business on Fortune India’s list.
    • In 2015, Forbes ranked her as the 30th most powerful woman in the world.
    • At the 10th India Business Leader Awards in 2015, she was recognized as the Outstanding Woman Business Leader of the Year.
    • In 2016, Forbes listed her as the 25th most powerful woman in the world.
    • In 2016, Foreign Policy magazine recognized and ranked me as one of the “FP Top 100 Global Thinkers”.
    • Felicitated with the “Woman of the Year Award” for Banking and Financial Service by the then-governor of Maharashtra in 2016.
    • In 2017, India Today magazine listed this person as the 19th most powerful individual in India out of the 50 on their list.
    • In 2018, she was awarded the title of “Business Leader of the Year” at The Asian Awards.
    • In 2018, she was honored with the ninth V.C. Padmanabhan Memorial Award for Excellence.
    • Harvard Business Review Ascend published an interview titled “The Making of SBI’s First Woman Chairperson, Arundhati Bhattacharya” in 2018.
    • India nominated her for the World Bank’s managing director and COO position.

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    Arundhati Bhattacharya – Life Beyond SBI

    State Bank of India’s first female chairman, Arundhati Bhattacharya, retired in 2017 after 40 years, one month and two days after joining the country’s largest lender as a probationary officer. After leaving SBI, her journey has been incredibly fascinating:

    Piramal Group

    She served as a Non-Executive/aIndependent Director on the board of Piramal Group. She resigned from her position in April 2020, after serving since December 2018, to become the Chairperson and CEO of another company. At Piramal, Bhattacharya’s experience and insights went beyond her role, guiding the company’s strategic direction and decision-making.

    Wipro Limited

    She served as an Independent Director on the board of Wipro Limited from December 2018 to April 2022. Her appointment brought a wealth of experience and leadership to the company, particularly in the areas of finance, risk management, and corporate governance.

    Reliance Industries Limited

    Arundhati joined the board of Reliance Industries (RIL) as an independent additional director and has been appointed to the RIL board for a period of five years starting from October 17, 2018. The appointment comes days after India-focused private equity firm ChrysCapital Advisors LLP announced Bhattacharya as an advisor. 

    SWIFT India

    In 2018, SBI chief Arundhati Bhattacharya was appointed as the new Chairman of the SWIFT India board. Arundhati Bhattacharya’s contributions to SWIFT India were instrumental in the organization’s growth, success, and contribution to the Indian financial sector.

    CRISIL Limited

    CRISIL Ltd appointed Ms. Arundhati Bhattacharya as Additional Director (Independent) of the company on 16 October 2018. As of 2020, she has resigned from the role and will be joining as a Chairperson and CEO for the India operations of Salesforce, USA.

    Salesforce

    Arundhati Bhattacharya currently holds the position of Chairperson and CEO at Salesforce India. Her responsibilities include developing the company’s growth strategy and defining Salesforce’s relationship with the ecosystem of customers, partners, and communities across India.

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    Arundhati Bhattacharya’s Famous Quotes

    Arundhati Bhattacharya’s journey from studying journalism to being the First Female Chairperson of SBI and her life beyond SBI is an inspiration to all the women out there. Her thoughts are worth remembering…

    “India does not have a problem of people grabbing share from a fixed pie. India is one of the few nations where the pie is getting bigger”

    “Private sector has no issue in coming into infrastructure sector. They know very well that infrastructure is one area that can give you very steady long-term returns”

    “In order to ensure long-term investment, it is important to make infrastructure as transparent and as bankable as possible – should be a win-win for all”

    “Theoretically, every probationary officer has a chance to become chairman”

    Conclusion

    Arundhati Bhattacharya is one of the most powerful and influential leaders a country has ever had. Under her leadership, SBI grew its network to around 17,000 branches and services over 330 million customers with a presence in 36 countries. She executed the smooth transition that SBI underwent, which was evident in the way fearlessness and risk-taking ability were planted in the banking sector’s DNA over the period. She has inspired many women entrepreneurs to step up and join the Startup ecosystem.

    FAQs

    Who is the First Women Chairperson of SBI?

    Arundhati Bhattacharya was the first female chairperson of the nation’s largest bank, SBI. Under her leadership, SBI grew its network to around 17,000 branches and services over 330 million customers.

    Who is the Current Chairman of SBI?

    Dinesh Kumar Khara was appointed as the chairman of SBI on October 7, 2020.

    What is Arundhati Bhattacharya’s Education?

    Arundhati Bhattacharya’s education was at St. Xavier’s School, Bokaro. She studied English Literature at Calcutta’s Lady Brabourne College and then at Jadavpur University.

    When did Arundhati Bhattacharya retire as the Chairman of SBI?

    State Bank of India’s first female chairman, Arundhati Bhattacharya, retired in 2017 after completing her 4-year tenure.

    What is Arundhati Bhattacharya’s current position?

    Arundhati Bhattacharya, former chairperson of the State Bank of India, has been hired by Salesforce USA to lead its operations in India starting in 2020.

  • The Fascinating Rise of Social Media Influencers in Entertainment and Entrepreneurship

    This article has been contributed by Shiraz Khan, Founder/Director, Spicetree Design Agency (SDA).

    A report published by Kalaari Capital revealed that there are around 80 million online content creators in India, including video streamers, bloggers, influencers, and physical product creators. Of these, only 1,50,000 could monetize their offering and earn around Rs 16,000–Rs 2 lakhs per month. To establish a financial safety net, many influencers are launching their businesses or trying their hands at acting and coaching!

    The creator economy has witnessed exponential growth in the past few years. Data suggests that the influencer marketing industry in India was valued at INR 900 crore in 2021 and is expected to grow to INR 2,200 crore by 2025 at a CAGR of 25 percent. From small to medium to large-scale brands, companies of all sizes invest in social media marketing and partner with leading influencers to promote their products and services. But what is driving this surge in demand?

    Besides their immense talent, their creative ideas, distinct content, and unique ability to connect with their audiences have made them new-age internet icons. Though influencers initially relied on brand deals, sponsored posts, network monetization programs, and affiliate marketing, some well-established ones are stepping into new territories. On the one hand, where beauty and lifestyle creators are trying their luck in Bollywood, healthcare and fitness influencers, on the other hand, are turning to life and wellness coaching as alternate careers.

    A New Approach to Personal Branding
    Limited Scope Calls for Breaking Out of Comfort Zones

    A New Approach to Personal Branding

    Recognizing the power of their popularity, individual brand authority, and the reach of millions of followers on platforms like Instagram, Twitter, and YouTube, popular influencers are jumping from social media content creation to OTT platforms and the big screen. For instance, Prajakta Koli, commonly known as MostlySane, began her career as a radio jockey and eventually rose to popularity through her YouTube channel.

    She earned further recognition after debuting in “Khayali Pulao,” a short film highlighting gender bias. She garnered widespread critical acclaim for this performance, which helped her bag a role in the Netflix romantic drama “Mismatched,” followed by a Bollywood debut in Jug Jug Jeeyo alongside top stars like Kiara Advani, Varun Dhawan, Neetu Kapoor, and Anil Kapoor.

    Kusha Kapila, too, has witnessed a similar career trajectory. Despite starting with Idiva in the content team, she found her calling as a comedian, fashion influencer, and YouTuber; her strong persona and presence on social media attracted the attention of top Bollywood directors like Karan Johar. She has done everything from Netflix starrers like Ghost Stories and Masaba and Masaba to Koffee with Karan on Disney+ Hotstar and Bollywood movies Plan A and Plan B. Her journey from being an influencer to an actor serves to prove that a solid online presence, coupled with a knack for acting and the right network, can present excellent opportunities beyond one’s professional skill set.

    After creating a solid audience base, many creators like Raj Shamani and Ranveer Allahbadia have launched their respective businesses and actively invested in startups. They also host podcast shows that feature top Bollywood stars, entrepreneurs, historians, environmentalists, and politicians, each with a community of millions of loyal listeners. Similarly, luxury lifestyle influencers like Shaurya Sanadhya, Simran Bhatia, Vishnu Kaushal, and Juhi Godambe have broadened their career prospects by launching clothing brands. Most of these labels and brands have found considerable success in their own right.

    Limited Scope Calls for Breaking Out of Comfort Zones

    With increased competition and the continual entrance of new creators in the ecosystem, not all can monetize their services effectively. The report by Kalaari Capital revealed that creators with 10,000 to 10 lakh followers earn approximately Rs. 16,000 to Rs. 2 lakhs per month. Those with more than 10 lakh followers earn between Rs. 2 lakhs and Rs. 52 lakhs monthly. Though the grass seems greener on the other side, surviving and thriving in the teeming influencer industry has not been easy for many of them.

    This fear of uncertainty has forced several influencers to identify alternate opportunities where they can create value. By investing in new business ventures, these influencers-turned-entrepreneurs and actors channel their earnings and create a passive source of income for their future selves, thereby building financial security. In the near future, it will be interesting to see the state of the influencer industry amid these significant shifts and ever-evolving trends!

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  • What Is Creator Economy & How Is It Driving India’s GDP?

    A software-facilitated economy created on platforms like YouTube, TikTok, Instagram, Facebook, Twitch, Spotify, Substack, OnlyFans, Tiki, and Patreon that allows creators and influencers to earn revenue is known as the Creator Economy.

    As the internet evolved over the years, so did its use. The virtual universe of the world wide web became the home of not just users and consumers, but creators. Individuals turned producers managing their own brands. This resulted in revolutionizing the way content was produced, distributed, and consumed. And the Creator Economy came into being.

    How Did It Start?
    The Working
    Business Models of Creator Economy
    India & The Creator Economy
    Conclusion

    How Did It Start?

    It was Paul Saffo from Stanford University who suggested that the creator economy came into being in 1997 as the ‘new economy’. Creators during that time were people who worked with animation and illustrations, although, with no discernible marketplace infrastructure to generate revenue. It was YouTube that coined the term ‘creator’ in 2011 that, at the time, applied to individuals who were famous on the platform. The term has rapidly gained popular acceptance and now applies to individuals who create online content. Hence, the creator economy is defined as an economic system built by independent content creators who are connected to their audience and businesses via the internet. The content created can be in the form of text, podcasts, music, videos, digital books, games, etc. This content can be monetized by sharing it on ad-sponsored platforms, partnering with brands, charging subscription fees, providing services, and much more. Some examples of content creators are TikTok stars Charlie D’Amelio, PewDiePie, and Addison Rae.

    YouTube: The Birthplace of the Creator Economy

    The Working

    The umbrella of the creator economy covers an entire ecosystem encapsulating creators, consumers, advertisers, and other stakeholders that significantly affect the way content is created, distributed, consumed, and monetized. The stakeholders within this realm are –

    1.      Creators also known as infopreneurs who engage in creating various types of content on a variety of topics to build and engage their audiences and monetize their creations. These creators can be Vloggers or Bloggers who give information and advice on specialized topics, Entertainers using their skills of writing, creating music or expressing through other art forms, Guides and Experts sharing their knowledge on products or services and Celebrities who use their popularity to create content.

    2.      Consumers are the target audience of the creators who engage with them or follow their opinions for entertainment or information. Consumers also support creators monetarily through content subscription.

    3.      Platforms are used equally by the creators and consumers to engage with each other. These are third party facilitators that help creation, distribution, consumption and monetization of content. YouTube and Instagram are examples of such platforms.

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    4.      Businesses advertise their wares and services through content creators. Partnering with influencers allows these businesses a direct access to their target audience. It also helps to make marketing campaigns effective. Influencers earn highly from brands through this partnership.

    5.      Tools are solutions that help the stakeholders to create and distribute content and also provide valuable performance insights to creators and businesses.

    Business Models of Creator Economy

    As new and emerging as this economy is, it has introduced innovative business models that has allowed successful career sustainability for creators. Off the many business models that have sprung around this economy, some commonly successful ones are –

    1. Platform Revenue Sharing

    As the most popular business model with the least barrier entry, it is used by creators who enjoy a significantly large following and want to diversify their earning sources. Creators monetize their content by earning a portion of the advertisement revenue that is generated from their channel pages and posts.

    2. Affiliate Marketing

    As the name suggests this commission earning based model helps both the creators to generate revenue and the businesses to generate credible leads. Through this business model, creators share coupon codes or special links that they receive. These are then tracked by the platform to ascertain if such leads have converted into actual sales.

    3. Product Placement

    This type of business model works on brand partnerships where creators and influencers are paid to use or feature brands and products in their content. Creators are remunerated for mentioning the products and services and providing website links in their content. Product Placement model is preferred by influencers who enjoy a large following as their fees per mention depends on their audience reach and penetration.

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    4. Brand Sponsorship

    This model works on exclusive contracts between a business and the influencer. The influencer agrees to exclusively promote the business or brand by featuring it in their content.

    5. Subscription

    There are several platforms like Instagram that offer a subscription based business model. This entails viewers paying a subscription fee to watch exclusive content, live streams and videos which are otherwise not accessible. This type of business model presents a great opportunity for creators to grow their direct fan-to-creator revenue.

    6. Self-Brand Offering

    There are creators who also launch their own products and services including accessories, clothing lines, bags, purses, etc that helps them in generating revenue and establish their own separate business that is sustainable.

    India & The Creator Economy

    Between the years 2018 and 2022, startups within the creator economy in India have raised USD 2.5 billion and as per reports, it is growing at a CAGR of 25%. The main reasons behind its growth trajectory are flexible office hours, remote work and renewal of passion pursuits.

    According to Tamseel Hussain of Livemint – “Doctors are joining the creator economy and creating shows on various health issues, farmers teaching other farmers organic farming through story telling or even brands enabling their own community members to share powerful stories instead of going to influencers.”

    The driving indicators of the Indian creator economy’s growth potential are the fundamental changes in consumer behaviour, consumption patterns and the increasing number of first-time creators showcasing their talent.

    Reiterating this Tamseel Hussain said – “The rise of affordable smartphones and internet-access packages, coupled with digital media, has made being a creator easier. The capacity of hungry audiences demanding a variety of content is also a massive driver. Today stories are everywhere, from social media platforms to televisions, OTT, offline screens and even food and shopping apps. This is changing the landscape for the creator economy, especially in smaller Indian towns and cities, by building new opportunities for creators and offering unique stories to people where they spend the most time.”

    The already growing creator economy was, then, disrupted by the outbreak of the coronavirus pandemic. The severe lockdowns pushed imaginative boundaries as creators flocked the digital space showcasing a wide variety of talent and monetizing their content.

    What is also fuelling its growth is the increasing penetration of digitization of the rural areas of the country. It is widening prospects that is ably supported by cutting-edge technology. The rapid expansion of the Tier II and Tier III cities of the country means that more than 100 million new creators are expected to join the creator community further adding to the growth of the creator economy.

    Conclusion

    The rapidly growing creator economy is also facing obstacles and challenges. However, the constant technology evolution is quickly answering those challenges making the future look very promising. The creator economy of India is set to scale with people able to generate revenue doing what they love and connecting with their roots. It will be interesting to watch how the evolution shapes in the coming years.

    FAQs

    What is the Creator Economy and how is it transforming the way people earn a living?

    A software-facilitated economy created on social media platforms that allows creators and influencers to earn revenue, transforming the way people earn by providing opportunities for self-employment and income from a direct audience.

    Who are the key players in the Creator Economy and how do they generate revenue?

    The key players in the Creator Economy are creators and influencers who generate revenue through sponsored content, merchandise sales, and direct audience support such as tips, subscriptions, or paid memberships.

    What are some popular platforms that are driving the Creator Economy, and what kind of content is most successful?

    Popular platforms driving the Creator Economy include YouTube, TikTok, Instagram, and Patreon. Successful content includes video content, tutorials, lifestyle, and entertainment.

  • The Influencer Marketing Industry – How It Started and What Is Its Future?

    Endorsing or promoting a brand or a business using celebrities or well-known public figures is a well-established practice for decades. Recently, brands have shifted and turned their focus to influencer marketing. The captive audience those influencers enjoy has not gone unnoticed by savvy businesses.

    At a fundamental level, influencer marketing is a type of social media marketing that uses endorsements and product mentions from individuals who have a dedicated following. These individuals are viewed as experts within their niche.

    These influencers have a loyal fan base that believes in their suggestions for particular products and services. Brands can utilize this popularity to influence purchase decisions and increase conversion rates.

    The Beginning of Influencer Marketing
    The Modern Concept of Influencer Marketing
    The Spotlight on Influencers
    The Future of the Influencer Marketing Industry

    How to Launch an Influencer Marketing Campaign?

    The Beginning of Influencer Marketing

    Although in its present avatar, the influencer marketing industry is social media-oriented, fast-paced and globally inclusive, the industry itself goes back to the time of the Queen and the Pope in the 1800s. In fact, they were the very first influencers promoting the use of medicine to people who weren’t believers yet.

    1890 – Nancy Green is the face of ‘Aunt Jemima’

    Nancy Green - The Face of 'Aunt Jemima' Pancake Mix
    Nancy Green – The Face of ‘Aunt Jemima’ Pancake Mix

    Hired by R. T. Davis Milling Company, Nancy Green was to be the face of their pancake mix called ‘Aunt Jemima’. She was playing the popular character of Aunt Jemima from a local minstrel show. She is considered the first African-American model to have influenced an entire generation of buyers of the pancake mix.

    1905 – Fatty Arbuckle and Murad Cigarettes

    Fatty Arbuckle and Murad Cigarettes
    Fatty Arbuckle and Murad Cigarettes

    This renowned actor, director, comedian and screenwriter was roped in to endorse Murad, a Turkish brand of cigarettes.

    1931 – Coca-Cola gets Santa Claus

    Santa Claus in Coca-Cola's Advertisements
    Santa Claus in Coca-Cola’s Advertisements

    The basis of influencer marketing as we know it today was established when Coca-Cola introduced the image of Santa Claus in their advertisements. People loved this white-bearded, friendly, plump grandfather-like figure dressed in a red outfit and hence, they liked the product too.  

    1950 – The Marlboro Man Era

    The Marlboro Man
    The Marlboro Man

    The Marlboro man was one of the biggest influencers of that era, showcased as the masculine, macho man. This icon was portrayed by various actors to make smoking look trendy. This campaign ran till 1999.

    The Modern Concept of Influencer Marketing

    The influencer marketing industry as we know it today came into existence in the year 2005 with the advent of YouTube.

    Influencer Marketing Effectiveness Worldwide 2021, by Industry
    Influencer Marketing Effectiveness Worldwide 2021, by Industry

    2005 – YouTube was Established

    This was the year when social media was just beginning to take root and YouTube was formed. Initially launched as a video-sharing platform, it quickly grew to have more than 2 billion users each month. As its popularity soared, many hopeful artists and musicians began posting their creative works in videos in the hope of kickstarting a career. Prime examples of the success through YouTube videos are Ed Sheeran and Justin Bieber.

    2009 – The Phenomenon of an Influencer

    YouTube saw a huge influx of bloggers and vloggers in 2009. People like Alfie Deyes, Zoella, Tanya Burr and PewDiePie kickstarted the influencer phenomenon. It started as a hobby and quickly led to highflying careers making them industry leaders.

    2010 – Instagram’s Arrival

    Instagram was the game changer for influencers, brands and customers. Influencers were able to move their social standing onto a newer platform, cross-promote their social media platforms and reach a wider audience.

    Instagram, itself, also evolved from initially being used to post images of food and scenery to allowing brands to tap into influencers’ following. It allows brands to pay influencers and create sponsored posts and content. Instagram has allowed followers and consumers to gain insight into influencers’ lifestyles. It has also allowed followers to get product recommendations and inspirations – all at the click of a single button.

    Instagram has grown as an influencer-led platform and evolved into an industry of its own. It has deepened its audience penetration and engagement by introducing features like Instagram stories, Instagram Live and Instagram Reels, which allow the consumption of content and shoppable ads in a variety of different forms.

    2013 – The Growing Power of Influencers

    Influencers had gained a massive and active fandom over social media. So strong was their presence that their posts had the power to substantially impact brand sales. When Kylie Jenner mentioned how little she used Snapchat, the company shares dropped by 6% on the same day – an estimated loss of nearly USD 1.6 billion. Known as the ‘Queen of Skin care’, any mention of a product by Caroline Hirons on her blog, YouTube Channel, or Instagram post can result in either a total sell-out of the product or a marked increase in the sale figures.

    2014 – 2016 – The Rise in the Influencer Marketing Stats

    Such was the power of influencers and social media marketing on consumers that 71% of the marketers believed that ongoing ambassadorships were the most effective form of influencer marketing. Approximately 70% of the influencers were convinced influencer marketing platforms were the most effective way to collaborate with brands. 74% of the people turned to and relied upon guidance and recommendations from influencers on purchase decisions. 40% of the people purchased items after seeing them being promoted by an influencer on various social media channels. And all this was during the time, the influencer marketing industry was just getting started.

    It has since then become one of the most impactful forms of marketing.

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    The Spotlight on Influencers

    There are several arguments ongoing with regard to influencers and their paid endorsements. Some feel that the role of influencers in promoting brands, products and services deserves closer attention due to their influence on young adults. Others feel that influencers should be required by law to disclose when they are being paid to promote by brands via #ads.

    There is no doubt that social media, however fleeting, has a powerful influence on people. Influencer marketing already has millions of followers and sells a variety of products and services. There is, currently, no difference between an authentic voice and paid sponsorships.

    There is an immediate need to bring regulation to this industry in terms of functionality, operational discipline, and financial transparency.

    The Future of the Influencer Marketing Industry

    Influencer Marketing Market Size Worldwide from 2016 to 2022
    Influencer Marketing Market Size Worldwide from 2016 to 2022

    Influencers are here to stay and not going anywhere, anytime soon. It is a rapidly growing industry, set to reach USD 16.4 billion by the end of this year. The Advertising Standards Authority (ASA) is working towards standardising the functions by setting up guidelines and amending older ones. With more and more influencers emerging on social media platforms, businesses have realized their value and are queueing up to work with them in this futuristic form of marketing.

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    Conclusion

    What began as a value addition to the world of advertising in terms of cost-effectiveness and support to mainstream marketing has taken over as one of the main forms of promotion. What does the future of influencers look like? Bright, successful and busy.

    FAQs

    What is influencer marketing?

    Influencer marketing is a type of social media marketing that uses endorsements and product mentions from individuals who have a dedicated following on social media platforms. These individuals are viewed as experts within their niche.

    Is influencer marketing a growing industry?

    The influencer market has already grown from USD 1.7 billion in 2016 to USD 9.7 billion in 2020 and USD 13.8 billion in 2021. It is a rapidly growing industry, set to reach USD 16.4 billion by the end of this year.

    What is the role of influencer marketing?

    Influencers have a loyal fan base that believes in their suggestions for particular products and services. Brands can utilize this popularity to influence the purchase decisions of customers and increase conversion rates.

  • How Did YouTube Grow in India? | What Pushes Its Growth?

    Launched on February 14th, Valentine’s Day, in the year 2005 by Steve Chen, Chad Hurley, and Jawed Karim as an online video-sharing and social media platform, YouTube’s impact on society has been unprecedented. In the last decade and a half of its existence, YouTube has influenced popular culture, and internet trends and has created multimillionaire celebrities.

    In October 2006, YouTube was bought by Google. Since then, YouTube has grown to become the second most visited website after Google Search, with more than 2.6 billion monthly users, collectively watching more than one billion hours of videos each day.

    With Google’s guidance and expertise, YouTube expanded its revenue-generating model from advertising alone to offering paid content such as movies and exclusive material produced by YouTube. It also offers YouTube Premium, a paid subscription service that allows for content watching without intervening advertisements. YouTube also approved of creators participating in Google’s AdSense program, which is aimed at generating revenue for both parties.

    Since 2006 and Google’s takeover of YouTube, it has expanded into mobile apps, network television and the ability to link with other platforms. YouTube’s video content now consists of music, short clips, news, short films, feature films, documentaries, audio recordings, movie trailers and teasers, vlogs, live streams and many more. Apart from individual content, YouTube also contains content generated from collaborations between YouTubers and Corporate sponsors. Large established media corporations like Disney, Paramount and Warner Bros. Discovery have also created and expanded their corporate YouTube channels in an effort to reach to a wider audience.

    YouTube’s Growth Story in India
    What Is Fuelling This Growth?

    How to Start a YouTube Channel in 2022?

    YouTube’s Growth Story in India

    Forecast of the Number of YouTube Users in India (2017-2025)
    Forecast of the Number of YouTube Users in India (2017-2025)

    A report published by Oxford Economics stated that Indian YouTubers have contributed more than INR 6,800 crores to the country’s economy, supporting 6,83,900 jobs in the year 2020. 90% of small and medium businesses reported that YouTube’s market penetration helped grow their client base while also contributing to employee performance due to ease of information access. As per a 2021 report, the number of YouTube channels that enjoy more than 1 lakh subscribers is approximately 40,000—a 45% increase from the year 2020. The report also states that as of June 2021, there are more than 4,000 channels on YouTube that have over 10 lakh subscribers – an increase of over 50% from 2020.

    Susan Wojcicki, YouTube’s CEO has said that India is the video streaming service’s largest and fastest-growing audience. “India is now both our biggest audience and one of our fastest growing audiences in the world. YouTube today has become the first stop for users to consume content, whether they’re looking for entertainment or information. It is this incredible variety of content combined with the growing reach that makes YouTube a perfect platform for brands to drive personalised engagement,” she said in an interview. During the same interview, she also shared that YouTube’s mobile consumption was at an all-time high of 85%, 60% of which was coming from the six largest metropolitan cities of India. Mark Patterson, CEO of GroupM Asia Pacific had referred to YouTube as a secret weapon in every Indian marketer’s arsenal.

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    What Is Fuelling This Growth?

    Most Frequently Watched YouTube Video Formats in India
    Most Frequently Watched YouTube Video Formats in India

    The primary reason for this has been the increase in Content Creators. In 2014, YouTube in India had only 16 content creators with 10 lakh subscribers. In less than a decade, that number has grown exponentially to reveal an average of 2 content creators who cross 10 lakh subscribers and more than 2,500 content creators who cross the 1,000 subscriber milestone every day. Then there are Influencers, Breakout Entertainers, Creative Entrepreneurs and Utility YouTubers who are substantial contributors to this new growing economy.

    Rise of the Indian Content Creators

    Content creators unanimously agree that the growth revolution witnessed by YouTube in India over the last few years has been triggered by Jio, which made the mobile internet extremely cost-effective.

    “A lot of this growth is coming from local, native Indian languages across genres. While genres like comedy, food, health and beauty continue to rise, we are seeing tremendous growth in uniquely Indian content like village food, farming, etc.,” said Satya Raghavan, Director, YouTube Content Partnerships, India.

    95% of users on YouTube in India are consuming content in local languages. By launching YouTube Space in Mumbai and Delhi, YouTube has given creators access to production equipment and themed sets to create and produce original content for their YouTube channels.

    The Influencers

    Influencers are young and speak to the millennial audience. They create videos on everyday relatable things, usually in Hindi, and post an average of 12–15 videos a month. They enjoy a large fan following from a gender-balanced and geographically diverse audience. These are creators who collaborate with brands and engage in product or service promotions due to their wide reach. They record high earnings due to these collaborations and even the resulting sales. They also earn handsomely from YouTube.

    The Breakout Entertainers

    The advent of breakout entertainers on YouTube saw exponential growth in subscribers and viewership, for YouTube. These are single performers of stand-up comedy, dance, and other various forms of entertainment. Examples of Indian breakout entertainers are Bhuvan Bam and his channel BB ki Vines and Prajakta Koli known as ‘MostlySane’.

    The Creative Entrepreneurs

    These are creators who, regardless of their gender, enjoy a subscription of at least 10,000 users and other niche creators with lesser subscribers who generate funds from other sources through their YouTube videos. They also permanently employ other people to support their activities on YouTube.

    The Utility YouTubers

    YouTube has revealed that a most remarkable trend has emerged concerning utility and DIY videos. 71% of their online Indian viewers first watch a YouTube video to learn something. This reveals that YouTube is quickly becoming India’s ‘go-to’ place to learn a new skill.

    Says Ajay Vidyasagar, Regional Director, APAC, YouTube Partnerships – “The creator economy in the country has the potential to emerge as a soft-power impacting economic growth, job creation, and even cultural influence. As our creators and artists build the next generation of media companies that are connecting with a global audience, their impact on the economy’s overall success will only continue to accelerate.”

    Conclusion

    Satya Raghavan said, “Over the years, we have invested heavily in growing and nurturing the creator community in India and are excited to see how Indian YouTube stars now go global.” To sum it up, the Indian online video market is all set to cross USD 5 billion by 2023 and YouTube is all set to occupy a large chunk of it.

    FAQs

    When did YouTube start?

    YouTube was launched on February 14th, 2005, by Steve Chen, Chad Hurley, and Jawed Karim as an online video-sharing and social media platform.

    Is YouTube really growing in India?

    YouTube’s user base in India was recorded to be around 459.23 million users in 2021, and this number is expected to reach 833.03 million users by the year 2025, as per Statista.

    What is pushing YouTube’s growth in India?

    The following are the prominent reasons for YouTube’s growth in India are:

    • Rise of the Indian Content Creators
    • The Influencers
    • The Breakout Entertainers
    • The Creative Entrepreneurs
    • The Utility YouTubers

  • How to Level Up A Cosmetic Startup? – 9 Best Marketing Hacks

    The Cosmetics Industry is no longer what it used to be. It is constantly developing & changing itself to fit the expectations of its customers. The increased awareness of people regarding beauty products has forced the cosmetic brands of today to be more inclined towards using organic, cruelty-free & natural ingredients in their products.

    Moreover, it is believed that by 2027, this industry is projected to reach $463.5 Billion. Insane isn’t it? It is no surprise that this billion-dollar industry is very lucrative & requires technological advancements. The cosmetic industry is very dynamic & competitive. You definitely need to lace up & adopt marketing strategies that differentiate you from the crowd. Your marketing strategy should give your startup an edge over your competitors. If that’s what you are looking for, then you are going to love this. Happy reading!

    Personal Branding
    Content Marketing
    Collaborations
    Influencers
    Referral Marketing
    Affiliate Marketing
    Guerilla Marketing
    Packaging
    Trends

    Personal Branding

    A good & positive Personal Branding can benefit & add a new resource to your marketing strategy. It can bring in extra PR. When you started this startup, you might be filled with so many dreams & aspirations, why hesitate to spread the word about it? You can write blog posts pouring out all your expertise about cosmetics, and tell your story on social media platforms like LinkedIn, Facebook & Instagram. When you share your knowledge about your field, you position yourself as an authority in your niche in the long run. Moreover, this can also help you build and maintain good connections with other influential people in the cosmetics niche.

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    Content Marketing

    You need solid Content Marketing to promote your business. The content should be relatable & engaging, at the same time, it should be creative enough to grab attention. Consider creating a ‘how-to‘ or ‘DIY skincare routine‘, or just build a newsletter that is subscribed by your potential customers. You can use this subscriber list to send out interesting content about your industry as well as promotions, coupons & discounts to your potential and loyal customers. Not just written, but video content is a great way to gain engagement & increase brand awareness. However, with the decreasing attention of people, make sure your videos are short & crisp.

    Collaborations

    In the present times, entrepreneurs are realizing the power of Cooperation and Collaboration and are using it to the fullest. Collaborating with salons, spas, hotels, and other beauty and fashion companies will not only boost your sales but will also increase your brand awareness, and build trust & credibility among your target audience. These collaborations mutually benefit both parties, and this is portrayed by one of the trendiest collaborations of all time – NYX Professional Makeup x Netflix ‘La Casa de Papel’ (Money Heist). The renowned makeup brand went all out, from getting content creators to creating different looks to even changing their profile picture. The collaboration of these two fandoms was all over Instagram. Additionally, this collection was available exclusively on Nykaa in India.

    Influencers

    Now that we are talking about Instagram, we definitely can’t skip Influencer Marketing. This is an amazing strategy used by businesses of all sizes. From big multinational companies to small businesses and even startups collaborate with influencers in their niche & reap the benefits. Influencers, especially micro-influencers, have built a community of people who trust them, and your chances of getting more sales & brand awareness increase. In the cosmetics niche, make-up artists & other beauty influencers would be the right fit for you. But before getting into business with them, you must analyze important data about them. You can analyze the potential, influence, followers, and engagement of the influencer of your choice on Social Media.

    Referral Marketing

    Referral Marketing is a very strategic marketing tactic that is adopted by different kinds of businesses. In these marketing campaigns, you reward the customer for referring or spreading the word about your startup to others. Consider this as a win-win situation both for you & your customer because the customer gets the reward & you get the word-of-mouth advertising. Not just this, this type of marketing is considered to be the most influential form of marketing. Don’t worry! The rewards do not have to bankrupt you. They could be in the form of points, discounts, coupon codes, & similar benefits. You can use your creativity & curate interesting & engaging offers for your customer which encourages them to refer your startup to others.

    Affiliate Marketing

    Affiliate Marketing is the process by which an affiliate earns a small commission in return for marketing a product/service for your startup. The sales made by an affiliate can be tracked through their affiliate links. You can even include influencers in your affiliate program where the influencers are provided with a special code & they get a small commission for every sale you get through their code. You can also include an affiliate program on your website where anyone can sign up for your affiliate program & earn a small commission by bringing sales to your startup. This small commission motivates the affiliates to drive more & more sales, thereby increasing your sales as well as marketing your startup.

    Guerilla Marketing

    In simple words, Guerilla Marketing is presenting yourself in a way that differentiates you from the crowd. This requires not much money, but a lot of creativity in order to benefit from this type of marketing. Among other things, something that you must consider is the strategic selection of the location. Many brands have resorted to creative guerilla marketing tactics for their business. From graffiti & chalk arts on walls to billboards, guerilla marketing has no limitations. You can even use your wit & outsmart your competitors.

    Packaging

    Your Packaging has a big hand in influencing the buying decision of the customer & also helps you make a lasting impression on the buyer. Make your packaging very creative, attractive, unique & catchy. Your packaging should differentiate you from your competitors & should represent your startup. Keeping this aside, your packaging should also be budget-friendly. Being a startup you might not have many funds available for expensive packaging, however, there are many cheap yet classy packaging options out there. Last but not the least, since it is a cosmetics startup that we’re referring to here, the packaging of your product should be such that it is very convenient to use for the customer.

    In this era, if you are not keeping up with the latest Trends, you are surely missing out on a chunk of deals. You have to be well informed about the latest happenings in the cosmetics industry. Keep a track of what are people searching for as well as, spending the most money on. Customization & Personalisation are two such trends that are gaining a lot of popularity right now. The best way to retain & gain new customers is to give them what they want. Make sure you research the latest trends & adapt them to your business. Use your creativity to satisfy the consumers by meeting up to their expectations and giving them exactly what they were looking for.

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    Conclusion

    If you are planning to make a mark in the cosmetics industry, you have to consider a combination of both online & offline marketing strategies. You will constantly face challenges & you will have to prove why your products are worth a try. A competitive industry like cosmetics includes all kinds of big & small players, new products are being launched every other day. Thus, you have to think out of the box & give your customers a reason to shop from your store. Nevertheless, running a startup is definitely not an easy task & we hope these strategies help you in getting to where you want to. Good luck!

    FAQs

    What are the new changes in the cosmetic industry?

    Cosmetic brands of today are more inclined towards using organic, cruelty-free & natural ingredients in their products.

    What is the estimated net worth of this industry in the future?

    It is believed that in the next 5 years, by 2027, the cosmetic industry is projected to reach $463.5 Billion.

    What are some of the best marketing strategies to follow?

    Content Marketing, Referral Marketing, Affiliate Marketing, and Guerilla Marketing are some of the best marketing strategies to follow in the cosmetics industry.

  • Finnet Media – Helping to Drive Growth Through Influencer Marketing

    Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by Finnet Media.

    Digital transformation and the use of technology are evolving in all business aspects. All businesses are leveraging new trends to optimize their marketing efforts. Businesses are changing their marketing mix to more digital channels and social media marketing, especially influencer marketing is the future-proof marketing trend.

    Finnet Media, is a Bangalore-based startup founded by Ayush Shukla who himself is an influencer on social media channels. Read the story of Finnet Media about how it helps in managing influencers and content promotions.

    Finnet Media – Company Highlights

    Startup Name Finnet Media
    Headquarters Bangalore
    Industry Influencer Management
    Founder Ayush Shukla
    Founded 2020
    Website finnetmedia.com

    Finnet Media – About
    Finnet Media – Founder and Team
    Finnet Media – Startup Story
    Finnet Media – Name, Tagline, and Logo
    Finnet Media – Services
    Finnet Media – Challenges Faced
    Finnet Media – Customer Acquisition
    Finnet Media – Marketing Strategy
    Finnet Media – Growth
    Finnet Media – Advisors and Mentors
    Finnet Media – Future Plans

    Story about How Ayush Shukla started Finnet Media

    Finnet Media – About

    Finnet Media provides services like influencer marketing, content production, ad production, for brands and influencers. Their short-term vision is to build a strong core team and build a brand based on trust and credibility. Their core belief is to build an environment of trust, credibility, reliability, and growth.

    Finnet Media – Founder and Team

    Ayush Shukla - Founder of Finnet Media
    Ayush Shukla – Founder of Finnet Media

    Ayush Shukla is the Founder of Finnet Media. He is a digital creator, marketer, a podcast host, and entrepreneur.

    The current company size is 7 people- 5 full times and 2 interns. It’s a great work-from-home opportunity which makes it flexible. They are assigned tasks that they can complete according to their convenience.

    When hiring, they look for 3 things – you must be keen on the content economy, good at communication, and you must have some content idea.

    Finnet Media – Startup Story

    Ayush Shukla has been a creator himself. He started off by hosting his podcast, because of which he made quite a few connections. His network of creators kept growing. So he thought of leveraging it and making it easy for the creators to produce content. He connected with brands, linked them up with creators, small or big. He feels small creators lack the connections at ground zero. They try looking for the right people with the right skills but again, there has to be an ice breaker. That’s where Finnet Media comes. Their skills and expertise help in scalability. Ayush Shukla started with Anushka Rathod, Vedant Rusty, Sharan Hegde initially. Pitched about them to the brands like Groww, Smallcase, Amazon, and the conversions happened.

    Finnet Media Logo
    Finnet Media Logo

    Finnet stands for Finance Network. They mostly work with the finance influencers of the country. The logo is half of a rupee sign.

    Finnet Media – Services

    The service they provide is to bridge the gap between creators and brands in producing content. They feel putting in tons of effort in creating content is not enough for a creator. Scalability comes from brand collaborations. It makes your content more credible and substantial. Creators lack those connections at ground zero. They try looking for the right people with the right skills but again, there has to be an ice breaker. That’s where we come.

    Like it or not, influencer marketing is the future of marketing. It is now replacing celebrity endorsements because now people connect more with influencers. We spend more time with phones than with anything else. We connect more with influencers, their growth feels personal. It is like you know them up close. This is why we tend to follow them. This is what adds credibility and trust between the creator and the audience.

    Finnet Media – Customer Acquisition

    Finnet Media is a service business. They reached their brands through LinkedIn. Ayush has always been a cold emailer. He always focused on expanding his network and making valuable connections. Because he was a performance marketer and freelancer before, he had made connections with creators/brands and it was all organic. When he started off he reached out to 10-15 brands and barely 3 people responded. He immediately set up the meetings and that’s how the conversions started compounding later.

    Finnet Media – Marketing Strategy

    What worked out really well for them is maintaining brand relations. There are many marketers who convert the brand, collaborate, and don’t maintain the same relations anymore. Ayush tries to look at the long run because ultimately it is the growth of both the parties that matters. Only if both parties grow, we know that the audience is growing. Making both brands and creators win in the long run is important. No compromise on that front.

    Finnet Media – Challenges Faced

    The most challenging part has been dealing with the creative boom. Since the founder himself creates content, he understands how overwhelming it is when thousands and lakhs of people trust you with content. He exactly understands what a creator goes through while creating content and what a brand wants. They want to keep going, keep coming up with ideas, keep providing value. So refreshing themselves in this people to people business has been quite a challenge.

    Ayush makes sure to not overdo it. He takes breaks and meditate when necessary. They try to keep the spirit of the team high and focus more on relationship building.

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    Finnet Media – Growth

    The startup has achieved GMV of 8-10 crores (Jan 2021 to December 2021).

    Finnet Media – Advisors and Mentors

    They have been mentored by a lot of brand stakeholders from different companies. Creators like Akshit Srivastava mentors the team often.

    Finnet Media – Future Plans

    Their long term vision is reliability. They want to make sure that any and every creator who is connected to Finnet Media doesn’t have to worry about financial freedom or monetization and distribution of their content. They want to build a brand name that implies extreme reliability. Both the parties must be feeling at peace when they hold the job.

    FAQs

    Who is the founder of Finnet Media?

    Ayush Shukla is the founder of Finnet Media.

    When was Finnet Media founded?

    Finnet Media was founded in 2020.

    What is the age of Ayush Shukla?

    Ayush Shukla is 22 Years old (2022).