Too many people want to be social-media influencers
1 week, 5 days ago

Too many people want to be social-media influencers

Live Mint  

Ask a young person what they would like to do with their life and increasingly often the answer will be to find fame and fortune online. Fully 57% of Gen Zs in America would like to be a social-media influencer, according to Morning Consult, a pollster; 53% describe it as a “reputable career choice”. Spoiled for choice, companies have shifted their attention towards influencers creating content for narrower audiences, such as fashion tips for the over 60s or gardening advice for inner-city dwellers, to better target those consumers. Marketing agencies help companies manage contracts with many such influencers, sometimes using artificial intelligence to scout out those whose audiences best match their needs. In a survey last year McKinsey, a consultancy, found that 68% of fashion consumers globally were unhappy with the amount of Influencers first took off because consumers thought of them as “people they could trust”, says Anita Balchandani of McKinsey.

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History of this topic

Startup rivals tap social media to push negative posts
2 months ago

Startup rivals tap social media to push negative posts

Live Mint  

Negative marketing on social media through paid posts is on the rise as many small- and mid-sized startups seek to put down rivals, industry experts said. These campaigns amount to manipulation of the public and are scary as the guidelines to mark paid content as ‘ Established companies and reputed marketing agencies usually don’t get their hands dirty by directly …

Brands Embrace User-Generated Content: A New Marketing Frontier
2 months, 2 weeks ago

Brands Embrace User-Generated Content: A New Marketing Frontier

Live Mint  

Online shoppers are earning like influencers by creating content on brands they like, as digital shopping platforms find more value in promoting reviews bearing a more credible cachet of authenticity. User-generated content is gaining popularity among brands as it generates better returns than influencer-generated content.

Gen Z Craving Connection: E-commerce and Consumer Goods Firms Embrace Creativity to Attract This Millennial Buyer Group
2 months, 2 weeks ago

Gen Z Craving Connection: E-commerce and Consumer Goods Firms Embrace Creativity to Attract This Millennial Buyer Group

Live Mint  

E-commerce and consumer goods firms are embracing creativity to attract Gen Z buyers. This generation, born between 1997 and 2012, is the largest cohort of India's population at 377 million and is a critical segment of buyers for brands to appeal to. To capture their attention, brands are using various marketing strategies and brand recall initiatives, including short-form video content, …

So you want to be a social media star? Here’s how to make money as an influencer in 2024
1 year ago

So you want to be a social media star? Here’s how to make money as an influencer in 2024

LA Times  

Half a trillion dollars. “And more and more, I’m seeing creators bring in a right-hand person internally.” Hollywood Inc. What happens to social media influencers when inflation hits? “I just think they’re getting a lot smarter,” said Joe Gagliese, co-founder of Viral Nation, one of the world’s first influencer marketing agencies. “There’s creators who people look to and trust for …

How are AI-generated influencers stealing businesses from human content creators?
1 year ago

How are AI-generated influencers stealing businesses from human content creators?

India TV News  

Generative AI-created virtual influencers are trending over the period and it is now stealing business from human content creators. Virtual influencers have been created by using artificial intelligence tools, and have broken into the growing $21 billion content creator economy, reports The Financial Times. With an impressive following exceeding 200,000 individuals on various social media platforms, this virtual influencer has …

The shifts in influencer business that are coming in 2024
1 year ago

The shifts in influencer business that are coming in 2024

Hindustan Times  

There is a reason why Ramya Ramachandran, founder of digital content-to-commerce firm Whoppl, has launched an affordable co-shooting space for brands, influencers and individuals to produce content. The company will open similar facilities in other metros before moving to tier 2 and tier 3 towns – “pockets which will spawn the next set of influencers,” Ramachandran said. But with brands …

Influencers may amplify poll campaigns
1 year, 2 months ago

Influencers may amplify poll campaigns

Hindustan Times  

As the cricket World Cup frenzy peaks in November, the country will be in the grip of election fever. Digital advertising agencies are expecting a slice of the campaign budget getting earmarked for social media influencers--those creators of online content on entertainment, lifestyle, beauty, fashion, health and finance with millions of followers. “I feel Instagram and YouTube will play a …

Of deals, demands and commerce!
1 year, 6 months ago

Of deals, demands and commerce!

Deccan Chronicle  

Both top government bodies and established corporate companies are jumping on the digital marketing or influencer marketing juggernaut. A surgeon by profession, he adds, “Influencing budgets are factored into corporate annual budgets and I’m happy to say that it’s a great parallel income that rivals any other profession.” Shamshad Begum of Begum’s Choice says “Analytics of social media cannot be …

Thousands chatted with this AI ‘virtual girlfriend.’ Then things got even weirder
1 year, 6 months ago

Thousands chatted with this AI ‘virtual girlfriend.’ Then things got even weirder

LA Times  

Social media influencer Caryn Marjorie recently launched an AI chatbot “clone” of herself — and not everyone is happy about it. “I have seen my fans spend thousands of dollars in a matter of days chatting with CarynAI,” Marjorie said; one fan, at the bot’s encouragement, built a shrine-like photo wall of her. She added: “I see AI as a …

SA tourism campaigns turn to TikTok 'influencers', but does it work?
1 year, 7 months ago

SA tourism campaigns turn to TikTok 'influencers', but does it work?

ABC  

"Ready to run amok in the most boring state ever?" Social media influencers were given free trips to South Australia to watch an "exclusive" concert by British singer Sam Smith in exchange for two or three posts on their accounts according to documents obtained by the ABC. A report released last week into the concert found there was a need …

Model Vikas Shakya Reveals How Anyone Can Become A Social Media Influencer And Earn Money Online
1 year, 9 months ago

Model Vikas Shakya Reveals How Anyone Can Become A Social Media Influencer And Earn Money Online

ABP News  

Vikas Shakya, the popular model, style icon, and social media influencer, recently shared his insights on how social media influencers can monetize their platforms and build their personal brands. Shakya believes that anyone can become a social media influencer and earn money online by following a few simple steps. In conclusion, Shakya believes that social media influencers have a unique …

Thumbs Up: The new rules for social media influencers, explained
1 year, 11 months ago

Thumbs Up: The new rules for social media influencers, explained

Firstpost  

Failure to follow the Centre’s new guidelines named ‘Endorsement Know Hows - for celebrities, influencers and virtual media influencers on social media platforms’ will attract a hefty fine of as much as Rs 50 lakh or being barred from endorsing products for up to six years The government on Friday made it mandatory for social media influencers to disclose all …

Centre issues guidelines to social media influencers to regulate promotions
1 year, 11 months ago

Centre issues guidelines to social media influencers to regulate promotions

The Hindu  

The Centre has released on Friday the endorsement guidelines for celebrities and social media influencers that mandates compulsory disclosure of monitory or material benefits of a product or a brand they are promoting through their social media platforms. Releasing the guidelines at a press conference, Union Consumer Affairs Secretary Rohit Kumar Singh said the disclosures must be prominently and clearly …

How many likes? Centre's plan to rein in social media influencers explained
2 years, 4 months ago

How many likes? Centre's plan to rein in social media influencers explained

Firstpost  

The move comes as brands are frequently using ‘paid promotion’ by social media influencers. This comes as brands more and more are turning social media influencers for paid promotion and reviews, as per Hindu Business Line. The US Federal Trade Commission has already enforced guidelines for social media influencers, as per Hindu Business Line. Also e-commerce players must disclose as …

Are digital influencers the new ad celebs?
2 years, 6 months ago

Are digital influencers the new ad celebs?

Hindustan Times  

From walking down the ramp at fashion weeks to now being featured in TV commercials, digital influencers have gone beyond just social media. Colgate’s new campaign featured digital creator Dolly Singh, influencer Kareema Barry was seen in an ad for Sprite while Shayan Roy did an ad for Cadbury Fuse. “I would call it ‘influence without affluence’ because without spending …

Celebrity endorsements only influence 4% of shoppers, survey says
2 years, 11 months ago

Celebrity endorsements only influence 4% of shoppers, survey says

The Independent  

Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more SIGN UP I would like to be emailed about …

Want to be a social media influencer? Here are some tips for getting started
3 years, 5 months ago

Want to be a social media influencer? Here are some tips for getting started

LA Times  

Eddie Infante, 23, started posting comedic videos on TikTok after he graduated college. Building a brand, cultivating an audience and maintaining a consistent level of production requires time, energy and a “willingness to hustle,” Infante said. But gaining an audience requires a strong work ethic, resources and creativity, as well as some uncontrollable factors like luck, good timing and some …

How influencers are disrupting the marketing space in 2021
3 years, 5 months ago

How influencers are disrupting the marketing space in 2021

India TV News  

We have heard several stories of small-time startups disrupting billion or trillion dollar industries, but the recent years have witnessed a massive surge in the popularity of social media influencers also referred as 'micro-influencers' who have collectively disrupted the complete marketing premise, especially digitally. According to Indian baby and mother care brand Mother Sparsh, which has banked on influencer marketing …

Alex Chungath is a trusted voice as a digital influencer and marketer
3 years, 7 months ago

Alex Chungath is a trusted voice as a digital influencer and marketer

Hindustan Times  

As we live in this digital world, we see many exceptions in the market. There are people with different backgrounds and tastes that get attracted towards areas like digital marketing. At the same time, he has remained an active soul on social media that led him to get connected to digital marketing. He developed a good understanding of this field …

Social Media Platforms are Going to War for Online Talent and Influencers are Winning Big
3 years, 9 months ago

Social Media Platforms are Going to War for Online Talent and Influencers are Winning Big

News 18  

When Katerina Horwitz started out as a social media influencer in 2016, she didn’t earn much money beyond a handful of “We love creating, but of course we’re going to go to the platform that pays us the most,” Horwitz told CNN Business. Snap is really incentivizing creators to try to come back to the platform or spend more time …

Online influencers turning clicks into cash
5 years, 6 months ago

Online influencers turning clicks into cash

China Daily  

Li Jiaqi, a Chinese blogger, who endorses beauty products through livestreaming, applies lipstick during a live broadcast on the Taobao platform in Shanghai. KOL, as an existing marketing concept, is "supercharged" in China, according to Lee Folland, head of research at Reuter: Intelligence, a marketing agency specializing in luxury brands. "With digital media forms being much more diverse in China …

Who killed the influencer?
5 years, 9 months ago

Who killed the influencer?

Live Mint  

Bollywood showstoppers are commonplace on Indian runways. “I think because of all the shit has come out into the open.” NO CHILD’S PLAY The influencer community has its roots in blogging, which emerged in the late 1990s. “I may collaborate with a hotel today but if my stay hasn’t been great, I will not blog about it because I don’t …

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