Category: How it Works

Indian content creators seek accreditation from government for improved industry ecosystem

Gen Z segment has a distinct aesthetic that impacts their brand choices, which have been driving fashion trends – crop tops, ribbed dresses, chunky sneakers, and baggy jeans. (Representational image by Laura Chouette via Unsplash

Gambling and betting ads and promotions and using children in content creation are areas of influencer marketing under the Government’s scanner.

Weekly Shorts: Four ways to market books through #Bookstagram

Book influencer marketing is not a new concept. Publishers have been collaborating with book bloggers to promote their books for a long time. However, promoting a book through traditional advertising methods like press releases, author signing events, and library readings, can be exhausting and time-consuming. Plus, readers are not really hanging out in a library these days. They search social media to find books they can add to their to-be-read list. (Representative Image: Shiromani Kant via Unsplash)

What’s buzzing in influencer marketing and the creator ecosystem? What’s the next big thing coming down the line? Catch the big trends and hot topics in our weekly shorts.

Agencies on alert as scammers posing as agency reps offer jobs, WFH opportunities

Lloyd Mathias, angel investor and business strategist stresses on the importance of proper cybersecurity training and agencies listing the ‘Dos’ and ‘Don'ts’ to be followed by all employees. Further, he also believes that agencies must clearly communicate to their clients and share a list which highlights or tracks who are a part of the agency and who are no longer working with the agency. (Representatuve Image: John Noonan Via Unsplash)

Messages guaranteeing job offers and work flexibility are circulating in the name of well-known marketing agencies. Company chiefs are going public about the menace.

Unbundling of TV and Digital media rights for Team India’s bilateral series to impact AdEx and brand communications

As per a recent GroupM report, cricket saw a growth of 44 per cent in terms of sponsorship, endorsement, and ad expenditure. The same report says sponsorship spends (ground, team and franchise), cricket delivered 75 per cent of all sports, whereas the corresponding number for endorsement was 85 per cent. (Representative Image: Mudassir Ali via Unsplash)

The move has been met with mixed reactions from media buyers, with some predicting an increase in advertising revenues due to greater competition, while others suggest the need for new strategies to leverage the unique features of digital platforms.

Influencers dumping brands: Should marketers be worried about ‘deinfluencing’?

“Deinfluencing” could be considered another form of “influencing”, based on the foundation of authenticity and transparency. It gives content creators the opportunity to recommend products that they enjoyed using, which are also easily accessible to larger population.

Deinfluencing could be considered another form of “influencing”, based on the foundation of authenticity and transparency. But what can brands do when they get dumped?

Government meets influencers to tighten self-regulation to curb misleading ads

Guidelines makes disclosures mandatory and they should be displayed prominently and “extremely hard to miss” with the endorsement messages. The influencers should be able to substantiate the claims made by them. The Consumer Protection Act, 2019 provides the framework for the protection of consumers against unfair trade practices and misleading advertisements. (Representative Image: 愚木混株 cdd20 via Unsplash)

The department of consumer affairs had in January released endorsement guidelines for social media influencers to protect consumers from misleading advertisements.

Paid Rs50 per tweet to several lakhs to spread negative influence: How “smear campaigns” work

These eight YouTube channels had a cumulative count of almost 23 million subscribers. (Representational image by bruno neurath-wilson via Unsplash)

Smear campaigns ought to be taken more seriously now more than ever with social media being at an all-time high, and with influencers being the new decision makers for consumers.

Fantasy Sports industry to hit Rs 25,240 cr by FY27

Indian FS Industry has also rapidly become a hotbed for innovation, championing advanced artificial intelligence or machine learning algorithms, white-labelling software for global companies, and breaking into the web3 space. (Representative Image by Jeshoots via Unsplash))

60 percent of the user transactions on Fantasy sports platforms have come in through tier 2-3 cities, finds the report. Women are an estimated 30 percent of the total user base.

JioCinema sets new record with 2.4 crore concurrent viewers during CSK-RCB match

While IPL ratings grew on TV between 2018 to 2020, the ratings have seen a continuous decline, dropping to as low as 3.68 TVR last season. The 4.72 TVR achieved this season is the 2nd lowest in the last six seasons, despite telecasting matches on FTA. (TVR = Percentage of target audience who viewed the matches, averaged across match duration). (Representative Image: Chennai Super Kings via Twitter)

Free streaming of IPL matches has set record-breaking viewership numbers, beating the previous record held by Disney+ Hotstar.