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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.

Anusuya, a Bengali girl in Bengaluru, is an experienced content specialist with a passion for writing compelling articles & blogs while crafting engaging social media posts & website copy. Currently a content manager, she thrives on being hands-on in the creative process. When not meeting deadlines, she enjoys Pinterest-planning her next trips; to explore new cities and immerse herself in local cultures, especially local food. Is it any wonder she chose a degree in Travel & Tourism?

Finance

Explore Financial Literacy with Himani Chaudhary

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Explore Financial Wisdom with Himani Chaudhary - The Reelstars

Himani Chaudhary is a financial content creator whose aim is to make financial literacy simple for the layman. She is an AMFI (Association of Mutual Funds in India) registered Mutual Funds Distributor and a certified research analyst from NISM (National Institute of Securities Market). This Delhi based finance educator has helped more than 10K people start their investment journey in Mutual Funds.

Social Media Presence

Himani Chaudhary currently has 1 million followers on Instagram, which is commendable as she has earned it over the years on social media. 

She has 42k subscribers on YouTube. Here, she makes detailed videos based on trending financial updates, such as the RBI’s new rules for debit and credit cards, corporate bonds, which mutual funds to invest in, free finance courses for beginners, the new rules of the National Pension Scheme, and much more. 

Education & Work Experience

With a solid academic foundation in Data Analytics from IIT Delhi, Himani Chaudhary brings a unique perspective to her work. She also has 4 years of experience as a Risk Manager at Deloitte.

As the founder of Financial Vines, Himani Chaudhary provides comprehensive financial services and updates on various topics, including the Trending Market, Finance, investments, credit cards, new government rules, stock market, mutual funds, taxes, and financial news.

On her website, financialvines.com, Himani Chaudhary offers a wealth of free resources, including books, Excel sheets, and strategies, for stock market and personal finance needs.

Here is a 1-minute summary by Himani of the 2024 budget which was announced on 23rd July by the Finance Minister of India, Nirmala Sitharaman:

Follow Himani Choudhary for some great finance tips! 

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Finance

CA Karan Sheth Simplifies Tax Education

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Tax Ka Teacher: CA Karan Sheth Simplifies Tax Education - The Reelstars

CA Karan Sheth is a professional teacher and content creator. He creates content related to funny CA memes and finance related topics like stocks, taxation, finance, GST, and much more. Karan Sheth also teaches taxation to CA Intermediate and CA Final students. He aims to teach students so that they clear CA exams and gain knowledge about entrepreneurship through his stories and social media posts.

Journey from Half CA to CA

In November 2015, after four attempts at the FINAL CA exam with just one group remaining, Karan took a step back from his dream. The pressure of getting back to the same situation became overwhelming for him. But this setback led him to teach CA aspirants. His dedication paid off and his students achieved top ranks. Despite his role as a mentor, a void persisted, reminding him of his unsuccessfulness in his CA journey. In May 2019, he encouraged himself for another attempt to clear his Final CA exam. He was grinding himself with the preparations with sleepless nights and day-in day-out practice. But he failed with just 2 marks and decided to give it another attempt before he finally achieved it. The day he passed, he proudly shared his achievement with his students, “Aaj aapke sir HALF CA se CA ban gaye hain.”

YouTube Channel – Tax Ka Teacher

His YouTube channel, Tax Ka Teacher, is a platform for teaching CA/CS/CMA students. As TaxKaTeacher, his mission is to ensure that the next attempt is the last attempt for his students. With 40.6K subscribers, he constantly shares insights on topics related to taxation. From taking lectures on YouTube explaining important MCQs for CA intermediate exams, case studies, key questions and much more related to taxation for a CA. On the same website, you can see blogs for a CA or a taxation enthusiast. The subjects of the blogs are the power of mock tests, tips for clearing CA Intermediate in the first attempt, requirements to become a CA in India and Development in the Financial Management. 

Follow CA Karan Sheth aka Tax Ka Teacher for insights on taxation. You will benefit by following him or hiring him as your tax teacher. 

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Financial Influencers Share Updates on Union Budget 2024

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financial influencers on union budget 2024 - the reelstars

As Finance Minister Nirmala Sitharaman presents the Union Budget 2024 today. Moreover, everyone is eager to understand its implications for the economy, both broadly and individually. Financial influencers are already sharing their insights and perspectives on the new budget.

Let’s take a look at some key takeaways from Fin-fluencers on Union Budget 2024:

Udayan Adhye’s Pointers

Udayan Adhye highlighted two significant changes to personal income tax introduced in the new budget. He believes these changes are positive. The first change is that individuals with an annual income below INR 7.75 lakhs will not have to pay any tax. The second change involves adjustments to the new tax slabs for different income groups. Previously, a 15% tax was levied on salaries above INR 9 lakhs. Furthermore, but now this 15% rate applies only to income above INR 10 lakhs. However, these changes are applicable only to those under the new tax regime and not the old regime.

Neha Nagar’s Take

Neha Nagar shared a comic video implying that the budget does not offer substantial tax relief for salaried individuals, instead favoring larger business entities. Her lighthearted approach underscores a critical view that the budget might benefit big businesses more than the common salaried employee.

CA Bhagyashree Thakkar’s Insights

CA Bhagyashree Thakkar provided her analysis of the budget. She mentioned that salaried individuals should be pleased with the increase in the standard deduction from INR 50,000 to INR 75,000. However, she also noted that those investing in the stock market or mutual funds for long-term capital gains will now face a 12.5% tax, up from the previous 10%. On the positive side, the exemption on these long-term capital gains. However, has been increased from INR 1 lakh to INR 1.25 lakhs. Additionally, short-term profits from the stock market will now be taxed at 20%, up from the previous 15%.

Himani Chaudhary’s Summary

Himani Chaudhary shared a concise summary of the Union Budget 2024 for the general public. One notable announcement is that the central government will offer students internships in the top 500 companies in India, with a stipend of INR 5,000 per month. They will also get a one-time additional payout of INR 6000. Additionally, she pointed out that gold, silver, copper, steel, mobile phones, and chargers will become cheaper following this budget.

Overall, the Union Budget 2024 has brought a mix of changes affecting various sectors and income groups differently. As more details unfold, individuals and businesses will continue to assess the impact on their financial planning and strategies.

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