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Government Introduces New Regulations for Influencers

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The Indian government introduced fresh regulations aimed at ensuring compliance with the Consumer Protection Act among social media influencers and individuals endorsing products or treatments related to medical conditions, according to an official statement. The latest guidelines are a continuation of the standards introduced in March 2023 to ensure that individuals do not mislead their audiences when endorsing products or services.

The primary objective is to guarantee compliance with the Consumer Protection Act and its associated regulations and directives, as stated by Rohit Kumar Singh, the Secretary of Consumer Affairs. Under these guidelines, deceptive advertisements, unsupported claims, and a lack of transparency in endorsements related to health and wellness are now subject to penalties under consumer protection laws.

Digital influencers, particularly those on popular social media platforms like Instagram, wield significant influence. Influencers are a vital component of the vast industry that drives sales and marketing through entertainment, as they enter into marketing agreements with companies to endorse products. They play a pivotal role in shaping the purchasing decisions of their extensive base of social media followers.

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EY-BigBangSocial Predict Major Surge in India’s Influencer Marketing Industry

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India's Influencer Marketing Market Set to Boom: Report by EY

India’s influencer marketing space is experiencing a period of explosive growth, fueled by the increasing power of social media and the growing influence of content creators. A recent report by EY and Collective Artists Network’s Big Bang Social, titled “The State of Influencer Marketing in India,” paints a promising picture for the industry, projecting a surge of 25% in 2024, reaching a value of INR 2,344 crore. This upward trend is expected to continue, with the market reaching an estimated INR 3,375 crore by 2026.

Social Media is the Engine Driving Growth

The report highlights a key factor propelling this growth: the dominance of social media in the lives of Indian consumers. With a staggering 50% of mobile usage dedicated to these platforms, and the projected rise of smartphone users to 740 million by 2030, social media offers a powerful avenue for brands to connect with their target audience. Recognizing this shift, marketers are increasingly integrating influencer marketing into their overall strategies, with a whopping 75% expected to consider it by the end of 2024.

Engagement Over Reach is the New Mantra

The report emphasizes that Indian brands are prioritizing quality over quantity when it comes to influencer selection. Gone are the days of solely focusing on mega-influencers with massive followings. Today, brands are placing greater value on engagement rates and the influencer’s ability to connect with the desired audience in an authentic manner. However, This shift in focus creates an opportunity for micro and nano influencers who boast highly engaged communities.

tanmay bhat foreward for EY report - the reel stars

The Power of Micro and Nano Influencers

Interestingly, the survey reveals that nano influencers, those with the smallest following sizes. Furthermore, achieve the highest engagement rates compared to other categories. This, coupled with their lower cost per reach, makes them an attractive proposition for brands looking. Besides, to maximize the impact of their influencer marketing campaigns. In fact, 47% of brands surveyed reported a preference for working with micro and nano influencers.

The Rise of Strategic Partnerships

While micro and nano influencers are gaining traction, the report acknowledges the continued importance of mega. Furthermore, macro influencers in driving brand awareness and fostering loyalty. Savvy brands are striking a strategic balance, leveraging both categories to achieve their marketing objectives.

Emerging Trends and Challenges in India’s Influencer Marketing Scene

The report also explores the growing importance of specific sectors within the influencer marketing landscape. Lifestyle, fashion, and beauty are expected to remain dominant players, while automobile, e-commerce, and FMCG (Fast-Moving Consumer Goods) are projected to see the most significant increases in influencer marketing spending.

However, the report also identifies key challenges. Brands struggle to accurately measure the Return on Investment (ROI) of their influencer marketing campaigns. Besides, on the other hand, face difficulties in building long-term audience loyalty and maintaining their credibility.

The Road Ahead involves more Collaboration and Growth

The report concludes on a positive note, highlighting the evolving strategies of brands. Many are building in-house influencer marketing teams while simultaneously engaging with agencies to leverage their expertise. As the influencer marketing industry matures, both brands and influencers will need to adopt innovative approaches. Moreover, foster collaborative partnerships to navigate the dynamic and competitive Indian market.

This report, based on a survey of CMOs, influencers, agencies, and individuals. However, offers valuable insights into the current state and future potential of influencer marketing in India. It’s clear that this space is poised for continued growth, offering exciting opportunities for brands, creators, and the Indian digital marketing landscape as a whole.

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Zomato’s Pay-Day Party Gets a Financial Twist with Sharan Hegde

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sharan hedge for zomato - the reel stars

Food delivery giant Zomato is shaking things up for their “Pay-Day Party” campaign with a surprising influencer choice: Sharan Hegde, a popular personal finance guru known as “@financewithsharan.”

Top Secret Investment Strategies (or Are They?)

The campaign revolves around two key ads featuring Hegde. The first, titled “Top 1% Mindset,” throws a curveball. Instead of the usual focus on mutual funds and SIPs, Hegde, in a podcast-like setting, unveils the “secret” investment strategy of the wealthy: investing in relationships. He encourages viewers to celebrate paydays with friends, subtly plugging Zomato’s special offers as the perfect way to do so. The ad cleverly plays on the “1%” reference, suggesting that financial success goes beyond just traditional financial instruments.

Beyond the Balance Sheet: Treating Yourself

The second ad takes a more lighthearted approach. Here, Hegde ditches the charts and graphs and unveils a different kind of “portfolio” – a celebration of indulging in good food at the start of the month. This resonates with the audience, reminding them to treat themselves after a hard month’s work.

Why Sharan Hegde? A Strategic Choice

Zomato’s decision to partner with Hegde is a strategic one. He boasts a massive following of 2.8 million YouTube subscribers and 2.5 million Instagram followers. Further, his exclusive platform, “The 1% Club,” caters to a financially savvy audience. This campaign cleverly taps into that audience, subtly suggesting that celebrating with friends is an investment in happiness, complementing their existing financial strategies.

Following a Trend of Influencer Marketing

Zomato is no stranger to influencer partnerships. Last year, they collaborated with comedian Samay Raina and actress Sahiba Bali, and also partnered with popular YouTuber Mumbiker Nikhil. This latest campaign, timed perfectly for payday week, demonstrates Zomato’s understanding of the power of influencer marketing and their ability to connect with audiences in unique ways.

So, will Zomato’s gamble on Sharan Hegde pay off? Only time will tell, but their unconventional approach is certainly grabbing attention and sparking conversations about how to celebrate those hard-earned paychecks. Whether viewers choose to invest in friends, treat themselves to a good meal, or do both, Zomato is hoping to be a part of the celebration.

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Bitcoin Wants a Seat at the Emoji Table

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cryptocurrency influencers - the reel stars

The digital currency revolution is demanding a seat at the cool kids’ table – the emoji keyboard. A new campaign, “Bitcoin Deserves an Emoji,” is gaining serious traction, with major crypto companies and influential figures uniting to secure a dedicated emoji for Bitcoin.

More Than Just a Symbol

This push goes beyond mere aesthetics. Proponents believe a Bitcoin emoji would be a crucial step in mainstream recognition for the cryptocurrency. With Bitcoin’s market dominance and global reach, a unified symbol on digital keyboards seems like a natural progression, according to Kosta Kantchev, co-founder of Nexo, a leading digital asset lender.

“Bitcoin’s journey reflects a remarkable blend of innovation and community. It’s time its significance is recognized universally, starting with a symbol we all understand – an emoji. Join us in making history.”

Kosta Kantchev

Co-founder & Executive Chairman, Nexo

The campaign sees the emoji as a powerful educational tool. Having a designated symbol could spark curiosity and potentially drive further adoption of Bitcoin. Imagine easily explaining Bitcoin to a friend with just an emoji!

Community Power in Action

This initiative is a testament to the growing power of the crypto community. Led by Nexo, a consortium of over 35 crypto firms has joined forces to make this a reality. The movement has garnered significant traction, with over 13,000 signatures already collected on a petition to the Unicode Consortium, the governing body for emojis. Their initial goal is to reach 50,000 signatures.

Crypto-Influencers Lending Their Voices

Prominent figures in the crypto space like Peter McCormack, Aubrey Strobel, and Jack Mallers have all thrown their weight behind the campaign. Crypto influencers with a combined audience of over 2.3 million have also joined the chorus, highlighting the widespread recognition of Bitcoin’s cultural and technological impact.

A Global Language for a Global Currency

The campaign draws parallels to successful emoji acquisitions by Taco Bell and Tinder. Emojis transcend language and cultural barriers, acting as a universal language. In our interconnected world, a Bitcoin emoji would perfectly align with the inherently borderless nature of cryptocurrency.

Join the Movement

The future of this emoji campaign remains to be seen, but one thing is clear: the Bitcoin community is united in its efforts to etch its digital currency into the global digital landscape, one emoji at a time. You can be a part of history by signing the petition on Change.org and showing your support for Bitcoin’s emoji bid.

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