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Peeping Behind The Influencer Marketing Agency Curtain

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Peeping Behind The Influencer Marketing Agency Curtain

Opinions expressed by Entrepreneur contributors are their own.

You’re reading Entrepreneur India, an international franchise of Entrepreneur Media.

Six huge, pumped up bodyguards in black attire are escorting a 26-year-old to his suite after a meet and greet session with his fans at a plush Delhi hotel in Connaught Place. The 500+ fans who gathered are vying for a selfie, an autograph- anything they can manage- but the bodyguards are a seasoned lot and take their subject to safety. This isn’t a Bollywood actress, an A-list actor or some reality TV star- it’s a comedy influencer who creates humorous content on YouTube for his followers, who are more than 6 million in number.

It’s no state secret that influencers are the new celebrities. What started off on YouTube and Facebook, spilled over to Instagram and other social media platforms, creating the new age celebrities, whose fans follow them for their content, whether it be in comedy, entertainment, current affairs, finance or other fields. And along with their rise, a new kind of organizational structure has emerged- the influencer marketing agencies.

What was once solely the dominion of celebrity public relation companies which managed A-listers and other stars, has now seen the evolution of these agencies, some of whom manage an ever increasing number of influencers. Globally, major influencer marketing agencies include names such as NeoReach Agency, Moburst, Quotient Technology Inc., Launchmetrics, JuliusWorks, Trackr. Inc, Upfluence Inc. House of Marketers and inCast Inc., while back home our own giants are emerging with breakneck speed.

One of the most well-known names in this market is that of Monk Entertainment, which has the renowned influencer Ranveer Allahabadia as its co-founder. Along with Viraj Sheth, Founder and CEO at Monk Entertainment, they have an impressive roster that spreads across all the major sectors of fashion, beauty, infotainment, food, lifestyle, wellness, entertainment, automobile and tech with their clientele including BeerBiceps (Ranveer), Niharika NM, Yashraj Mukhate, Your Food Lab, Ruhee Dosani and Abhi and Niyu. The bootstrapped organization’s business model is split in two: a commission-based model and a retainer model.

Many of them have also launched projects with their own creators. When it comes to direct-to-consumer (DTC) brands, take the example of IPLIX, co-founded by Jag Chima, who are working with India’s number one tech creator, Techburner, who boasts of a YouTube community of over 10 million subscribers. Together, they have ‘Layers’, a mobile phone skins brand, apart from working with other top individuals in India’s creator economy. IPLIX have received funding from various VC, institutional funds, and private equity sources.

Finnet Media, founded by Ayush Shukla deals in influencer marketing, content production, ad production, strategy for both influencers and brands and talent management. Their business model entails different streams including retainer with brands to run influencer marketing programmes, long term associations with creators to enhance their personal brand value while focussing on increasing credibility, ad production as well as content production based projects. Currently, they manage over 40 influencers across infotainment and finance including Anushka Rathod, Sharan Hegde, Shivanshu Agarwal, Nidhi Nagori, Unfinance, Ujjwal Gadhvi, Vijay Chandani amongst others. As the name Finnet suggests, Shukla started the company with an objective to create an ecosystem for creators who focussed on finance and infotainment, contributing to the now commonly used term- finfluencers.When the creator economy was just about booming, he identified a new niche – the one of finance creators, post which they have also diversified into other niches such as education and technology. Till now they have been bootstrapped and have been deploying their own profits to further grow teams and expand across geographies.

Another prominent name in the finance and tech sector is DigiWhistle, which works with pioneers in the finance influencer marketing sector, such as Neha Nagar, CA Rachana Ranade, Anant Ladha, Nitish Rajput, Think School and Prafull Billore. But what does their business model entail?

Founder Prashant Nagar explains that at the outset, they engage in a holistic exploration with the client, to gain a thorough and detailed understanding of their marketing objectives, target audience, and financial resources, thereby creating a customised strategy that aligns with the client’s specific needs and objectives. “With a deep dive and intensive search on a variety of factors such as audience demographics, engagement rates, and relevance to the client’s brand we pick the best influencers for the campaign. Once the campaign is launched, we closely monitor its performance, tracking key metrics such as engagement rates, reach, and conversion rates. This enables us to make real-time adjustments and optimizations to the campaign’s components, ensuring maximum impact and ROI,” says Prashant.

The sudden spurt of all these influencer marketing agencies owes itself to the explosive growth of social media and the rise of creator culture. “With millions of people now following and engaging with influencers and content creators online, brands have recognised the value of partnering with them to reach their target audience. Additionally, the pandemic has accelerated the shift towards e-commerce and digital channels, creating new opportunities for DTC brands and influencer marketing,” Chima explained.

PR firms like Avance PR, a boutique Agency in Gurugram headed by Ritika Garg, too have taken the hint and along with being a full-service PR firm they focus on business communications and influencer connections, specialising in startups with their forte being tech-based clients like Edtech, HRTech or SaaS based products.

With a gold mine of creators to choose from, venture capitalists are not one to lose out on such an opportunity to invest in disruptive startups. Sheetal Bahl, Partner at growX Ventures says that they are always on the lookout for companies that are poised to revolutionize their respective industries. “Cosmofeed is one such company that caught our attention due to its unique approach to addressing the challenges faced by creators in managing and monetizing their content. With its innovative platform, Cosmofeed is well-positioned to become a leading player in the creator economy, which is a rapidly growing industry with enormous potential. When evaluating potential investments, we look for rockstar founders with a grand vision, and Cosmofeed checks those boxes, which is why we were eager to invest in their growth. Looking ahead, we plan to work closely with the Cosmofeed team to help them achieve their goals and continue to build upon their early successes,” Bahl told us.

Fact Sheet

DigiWhistle

No. of employees: 9

Year of starting: 2021

Average employee age : 24

Revenue in past year (FY21-22) : 2 Cr

Revenue in past year (FY22-23) : 10 Cr

Approx earnings for influencer per Instagram post : 3-5 Lacs (Depending on the following and the brand image of the influencer)

Finnet Media

No. of employees – 20

Year of starting – 2021

Average employee age – 23

Approx earnings for influencer per Instagram post -1 – 2.5 L

Monk-E Entertainment

No. of employees – 108

Year of starting – 2017

Average employee age – 21-25 year

IPLIX Media

No. of employees: 65

Year of starting: 2019

Average employee age: 24

Avance PR

No. of employees – 7

Year of starting – 2022

Average employee age – 27

Revenue in past year – 2.4 lac

Approx earnings for influencer per Instagram post – 40000

The author can be reached at [email protected] and Instagram.com/kabirsinghbhandari



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Beyond the buzz: Blue Tick’s formula for social media success

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Beyond the buzz: Blue Tick's formula for social media success

Photo courtesy of Andrea Piacquadio on Pexels

Opinions expressed by Digital Journal contributors are their own.

Breaking through the constant clamor of the social media world is no easy feat. With the world more interconnected than ever, attention isn’t just a valuable commodity, it’s the currency brands and marketers trade in. This bustling digital bazaar has brands tripping over themselves to capture even a fleeting glance from consumers, and while some do it successfully, many often fail. Blue Tick Ltd is one of the pioneering brands that understand the rhythm and flow of the online attention economy.

Under the dynamic leadership of its founder, Dylan, Blue Tick doesn’t chase attention — it commands it. A community marketing expert with wide-ranging expertise, Dylan has always had a keen eye for what works. Thanks to his fascination with the nuances of social media strategies and consumer engagement, he proudly holds a bachelor’s degree in marketing communications and a master’s degree in digital marketing. That fascination was also the catalyst for Blue Tick, an enterprise that reimagines the connection between brands and their communities.

“In school, I led several successful social media campaigns that not only increased engagement with campus events but also brought significant online attention to my academic community,” Dylan recalls. “After graduating, I founded a community marketing company called Blue Tick.” This community doesn’t merely aim to increase visibility but strives to forge a bond with audiences through authenticity and innovation. Unlike traditional advertising, community marketing is about creating a living, breathing ecosystem around a brand.

At Blue Tick, the focus isn’t on broadcasting messages but on creating dialogues, recognizing that a personalized touch can turn a passive observer into an active participant and brand advocate. In a digital terrain where every brand is a storyteller, Blue Tick’s narrative is distinct. It isn’t about adding more noise; it’s about fine-tuning the message to reach the right ears. Their approach is both an art and a science, melding creative content with a laser-focused targeting system backed by robust data analytics.

“My work has proven that combining creative content with precise targeting can create impactful online experiences,” Dylan explains. Blue Tick’s marketing campaigns aren’t just seen but felt. The content they create isn’t just encountered by consumers; they experience it. As Dylan explains, “Our campaigns are more than just text and images; we also include interactive content, gamified elements, and storytelling that make the brand more vivid and interesting and stand out in the busy world of social media.” Every campaign they roll out isn’t just a series of ads; they’re the opening lines to a conversation that makes every single person feel seen and heard.

Data-driven decision-making is another of Blue Tick Ltd’s pillars. The company meticulously analyzes consumer data to understand preferences, behaviors, and trends. This insight allows them to craft marketing strategies that are not only creative but also incredibly targeted. “The content I receive is more relevant, making me more likely to pay attention, share, or make a purchase,” says one consumer, highlighting the impact of Blue Tick’s data-driven strategies.

Over the years, Dylan’s team hasn’t just understood the landscape of social media marketing; they have redefined it. As their success proves, community marketing succeeds because consumers become brand ambassadors who not only love the products but also feel a deep connection to the brand’s ethos. With Blue Tick, it’s clear that the future of marketing is not just about reaching audiences; it’s about speaking directly to the consumer’s heart, turning every campaign into a conversation, and every consumer into a community member.

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7 tips for creating great digital presence

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7 tips for creating great digital presence

DEAR READERS: Companies of all kinds are finding it imperative to build a digital strategy to compete in a world where almost everyone is shopping and doing business online. How can small companies, including startups and those with just a few employees, get the kind of following on their websites and social media platforms that they’ll need to succeed?






There are several steps to take to build your business online.




It is a problem many companies are trying to get their arms around, according to everyone I reached out to. Here are a few tips to get started on the road to social media success:

Develop clearly defined goals. “Determine your objectives, whether they are enhancing brand awareness, generating leads or driving sales growth, as they will serve as guiding principles for developing your strategy,” suggests Dmitriy Shelepin CEO and head of SEO at Miromind.

Identify your ideal followers. That means going beyond demographics like gender and age, according to brand consultant Faith James, CEO of The Personal Branding Consultancy. “It’s important to go deeper into their psychographics — how they think, what motivates them, what their core desires are,” James says. “By focusing on the psychographics, you focus on the emotional connectors that build a stronger connection which goes beyond just the transactional ‘buy my stuff.’ ”

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Choose and prioritize platforms. Shelepin says it is crucial to choose platforms “that resonate with your desired audience and align with your business objectives,” and suggests focusing on one or two of those platforms “to deliver quality over quantity.”

Provide value. James says value can come in various forms, but stresses that it boils down to “helping your audience get a small win in the areas that are meaningful to them.

“If a hair salon is looking to grow their following, they might offer tips on their website and social media platforms such as ‘How to Have Your Hair Color Last Longer,’ ‘3 Tips on How to Beat the Humidity Frizz,’ or ‘How to Avoid Chlorine Damage While Swimming at the Pool,’ ” James says.

Value also can come by educating and informing your audience with things like educational blog posts that establish industry expertise, Shelepin adds.

Invite engagement. This is an essential step, James stresses. “In all instances, the business would invite the audience to share their own hair drama stories, share their own tricks they are using to make their hair color last longer, and invite the audience to submit their own questions about hair care,” James explains.

Build relationships. “Use social media to connect with customers, respond promptly, and share relevant content,” Shelepin says.

Don’t forget about email. It is a great way to maintain customer relationships and to deliver exclusive content and special offers like discounts, Shelepin explains.

Shelepin acknowledges that businesses won’t realize success in the digital realm overnight, but stresses that success is possible to achieve.

“It’s important to maintain consistency, in creating content and engaging on media platforms, as building an online presence takes time,” Shelepin concludes. “By adhering to these strategies, small businesses can cultivate a strong digital presence, enabling them to thrive in today’s competitive landscape.”

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LinkedIn Expands ID Verification to More Regions

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LinkedIn Expands ID Verification to More Regions

LinkedIn continues to expand its own identity verification offering, via a new partnership with Persona which will enable users in more regions to confirm their ID in the app.

As you can see in this sequence, with LinkedIn’s new ID verification process, users in certain regions now able to confirm their ID documents with Persona, in order get a verification badge added to your LinkedIn profile, which confirms that you’ve uploaded and verified your government ID with one of LinkedIn’s partner providers.

LinkedIn Persona ID confirmation

You can see the verified icon next to my profile name in the second image, which adds another level of assurance that I am, in fact, a real human being, with a government ID linked to my identity.

LinkedIn initially launched ID verification for users in the U.S. back in April, via a partnership with identity platform CLEAR, which is best known for providing faster check-in at airports. LinkedIn then expanded its CLEAR partnership to enable users in Canada and Mexico to also confirm their documents, with this new partnership providing the ID confirmation option to a lot more users.

As per LinkedIn:

In Argentina, Australia, Bangladesh, Brazil, Chile, Colombia, Indonesia, Kenya, Malaysia, Morocco, Nigeria, Peru, Philippines, Saudi Arabia, and the United Arab Emirates, the identity verification is performed by Persona, a third-party identity verification service. It’s available in each country for those with a valid NFC-enable passport.”

(Note: It may not be available to all users in all of these regions as yet)

So, the requirement is that you need a government-issued passport, with an NFC chip, and a means to scan that chip in as part of the process, though Persona notes that “if you’ve ever used your phone to tap for payment, then it is NFC-enabled”.

So now, a lot more LinkedIn users will be able to confirm their identity, and add an extra layer of assurance to their profile, helping to let people know that they are dealing with an actual person, and that your information is more likely to be legit.

And given the latest advances in generative AI, and LinkedIn’s rising push to add generative AI tools into every aspect of its platform, it does seem like this could become an essential step, as more bot profiles and personas get added to social apps.

That’s been part of the justification for X’s broader push on ID verification, which has now stretched to charging new users in some regions a small fee to interact in the app.

X owner Elon Musk has repeatedly noted the rising risk of AI-enabled bots taking over social apps, with user payments, in his view, being the only way to stop them. But LinkedIn’s trying another approach, and it does seem like providing free ID confirmation will be more widely adopted, which could make it more effective in this respect.

And by outsourcing the actual verification element to a third party, it’s also less labor intensive, though it does also mean that another group is involved, which can make some feel a little uneasy about sharing their documentation and selfies.

Still, it’s a pretty simple process, and it’s free, and if LinkedIn starts putting more emphasis on verified accounts, by say, ranking them higher in search results, that could get a lot more people taking it up, and adding a gray tick.

The other question then is what do CLEAR and Persona get out of this deal?

In both cases these ID platforms get more data, with users also required to open a CLEAR account when confirming their info via its system. Persona will also take in some user data, which will expand its database, though you can opt out of letting either company keep your info in perpetuity.

Persona also notes that it will generate “facial geometries for both the image obtained from your government ID and the user submitted selfie”, which it will then use in its analysis with your ID to confirm your info, though Persona won’t keep your geometric data on file.

Essentially, you’re going to have to trust your ID data with another company, which not everyone will be comfortable with. But if you’re okay with it, again, the process is easy, and it could add some extra assurance to your LinkedIn presence.

You can learn more about LinkedIn’s ID confirmation options here.

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