influencer

Industry experts say deal values have risen by 15–25% as brands push bigger budgets into creator-led campaigns.

Experts highlight that although influencers scams often focus on creators, brands are equally vulnerable and urge careful management with thorough checks

From last-minute briefs to payment delays, creators share what’s going wrong — and how both sides can make it work

Indian creators are no longer waiting for brands to cast them in campaigns

How Indian creators are transforming global events into lifestyle moments for the cricket-first generation

Creators like Neha Nagar, Apoorva Mukhija and Sahiba Bali are topping brand charts by building trust, community, and niche relevance

From simplifying finance to building community trust, brands in the banking, financial services, and insurance space are using content as a long-term differentiator.

From freelancers to steady gigs, video editors and behind-the-scenes talent are redefining the digital content landscape, some earning up to ?15 lakh a month

With Instagram content now indexed by Google and Bing, influencer marketing takes a leap from in-app virality to full-fledged discoverability.

According to the Kantar report, 73% of influencer campaigns sit in the ‘amber zone’—the middle percentile for short-term sales likelihood

Nowadays, with 20 to 100 influencers involved in a single campaign, it's critical to evaluate fit, authenticity, and relevance from among millions of potential creators,...

At the e4m Pitch CMO Summit 2025, influence marketing leaders discuss how authentic storytelling, long-term partnerships, and ROI accountability are fast replacing vanity metrics

ASCI's annual complaints report points to persistent issues around non-disclosure of paid partnerships and promotional content for prohibited products

With the phasing out of cookies, brands are increasingly blending influencer and performance marketing methods for best results, note industry players; ROI metrics are evolving...

Only Rs 7,200 crore is currently accounted for within the organised segment, with a staggering Rs 2,400 crore leaking through unregulated channels, inefficiencies, and misreporting,...

A report from EY noted that India is now home to more than four million influencers—up from approximately 962,000 in 2020—representing a 322% increase over...

There is a visible upscaling of trust and conversions when campaigns are built around real communities, share marketing pundits

Industry players share radio jockeys have placed themselves as diversified creators in a crowded media space to keep radio brands culturally relevant

Each of whom has made a significant impact on the industry through their work and thought leadership

Last month, Union Minister Ashwini Vaishnaw launched a $1 billion fund to boost the creator economy

As per creators & IPL observers, younger audiences are co-creating digital experiences; others opine influencer-led marketing is a natural evolution of fan engagement and lend...

While celebrity endorsements and macro influencers still have their place, experts say brands are now prioritizing engagement, storytelling, and real impact over follower counts

Payment delays cripple creator economy: Will the industry wake up?

With their authenticity and emotional pull, child influencers have been offering a unique advantage to brands in terms of engagement vis-a-vis their grown-up counterparts

The show had associations with more than 32 brands

The apex court emphasized the need for accountability in digital content creation and called for greater responsibility from influencers with massive followings

Influencer marketing needs to clean up its act before stricter regulations make non-compliance too costly to ignore, say experts

FMCG, beauty, technology and tourism are key brand categories partnering with influencers to drive awareness and engagement in the southern states of India

Gaming spearheaded this surge, experiencing a staggering 213% growth in the initial two years, according to exclusive data shared by Qoruz

With over 350,000 social media posts shared on the first day, the Maha Kumbh is now more than just a spiritual spectacle—it’s also a thriving...

The intense quick comm race has been unfolding not only on roads but also on social media platforms where leading players are battling it out...

ASCI’s advisory follows a surge in complaints, with 60 cases flagged over the past week alone for undisclosed brand partnerships

From Squid Game to Singham Again, several OTT platforms have been collaborating with influencers and content creators as a marketing strategy

Experts say while the Act enforces stricter protocols for data collection, it also presents an opportunity for brands to embrace a more ethical and transparent...

By 2025, AI tools are expected to redefine how brands choose, collaborate with, and evaluate influencers

Influencers are now monetising their presence, and building new means of income via subscriptions, branded merchandise, and coaching services, note industry observers

Brands are set to amp up their influencer budgets thanks to the increasing trust Gen Zs repose in popular content creators than celebrities

With influencers replacing celebrities as brand ambassadors, brands are set to bump up their influencer marketing budgets by 23-40% in 2026, say experts

Influencer content riding on the Allu Arjun and Rashmika Mandanna-starrer has garnered over 400 million views on Instagram

While Azhar Iqubal is the Co-founder & Chairman of Inshorts, Anunay Arunav Pandey is the Co-founder and Deepit Purkayastha is the Co-Founder & CEO

With regulators like ASCI and SEBI pushing for transparency across the influencer ecosystem, creators have acknowledged the pitfalls of doling out misleading advice

A razor-sharp grasp of minuscule cultural nuances and dedicated fan communities make Instagram influencers from South India highly popular among national and regional brands

Experts suggest that finfluencers can take steps like highlighting relevant education or professional experience, and prioritise transparency, ethics, along with clear communication

Gen Z is 1.7 times more likely to shop based on trending styles than stick to brand loyalty, heavily influenced by social media. This makes...

Gaurav Gandhi, Vice President, Asia-Pacific & MENA, Amazon Prime Video, has been nominated for the e4m Influencer of the Year 2023 award

Brands in India are shifting to nano and regional influencers for festive campaigns, focusing on personalised, authentic content, aiming for higher engagement and ROI, share...

Zefmo’s Influencer Marketing Report highlights how influencers shape political narratives and public communication through public awareness and government collaborations

The Influencer Marketing Report 2024 points towards meteoric growth for the industry with an anticipated growth trajectory of 20% this year, followed by 25% annually...

According to influencer marketing agencies, while the beauty and tech sectors are the major drivers, this year even legacy brands are keen on working with...

Faceless marketing democratises brand building and creates a more even playing field, share industry watchers

Brands that were in talks with influencers are now re-evaluating their choices and doing multiple rounds of due diligence, say experts

Bots and fakes on Instagram have been an open secret for years, yet brands rely on influencer marketing as it still offers them better ROI...

Sebi aims to address concerns related to “certain persons”, including unregulated entities, inducing investors to deal in securities based on inappropriate claims

The thought is in the right direction, but the mandate isn't, say digital experts who note that self-declaration will be difficult given the massive number...

According to an ASCI data for 2023-24, a staggering 99% of influencer advertisements were found to be in violation of guidelines

Experts say that Dhruv Rathee, Ranveer Allahabadia, and others have helped bridge the information gap by offering diverse opinions and counterpoints not typically provided by...

Experts say brands can lose up to 50-60% of their influencer marketing spends to fake followers

Experts say there’s plenty of space to grow and they see VIs and real influencers coexisting and complementing each other in the future

At the Pitch CMO Summit 2024, industry leaders discussed the importance of influencer marketing and other ways to appeal to the GenZ

Industry Experts weigh in on whether authenticity, relevance, and cultural resonance are the new formula for successfully capturing young audiences

Some of the categories for the awards expected to be for 'green champions', 'swachhata ambassadors' and 'tech creators'

White Rivers Media wins ‘Independent Agency of the Year’ title, Monk Entertainment ‘Influencer Agency of the Year’; Yashraj Mukhate adjudged ‘Influencer of The Year’

Guest Column: Mark Titus, AVP, Nippon Paint India (Decorative Division) writes how 2024 will be lead by Immersive Experiences, Hyperpersonalisation, Community Building and Micro-Influencer Marketing

Industry leaders provide insights into combating problematic ads, emphasizing the crucial role of education, collaboration, and robust quality assurance

Going forward, authenticity would be the keyword in most campaigns and brands will be more focused on partnering with influencers who provide genuine content and...

With close to one-fourth of brand-influencer collaboration called out for violation, we look at how brands and influencers can cultivate a responsible advertising ecosystem

In the labyrinth of influencer marketing, Orry, the self-proclaimed marketing genius, challenges norms, disrupts growth trajectories, and emerges as a potential face of luxury

Guest Column: Abhishek Vyas, Founder of My Haul Store Explores the Evolving Landscape of Influencer Marketing

Influencers at the e4m Screenage Conference spoke about their content journey and how they were keeping up with the ever-changing world of algorithms

Experts say using influencers provides brands a huge opportunity to expand their reach beyond the usual channels such as Google and Facebook/Instagram

Experts say using influencers provides brands a huge opportunity to expand their reach beyond the usual channels such as Google and Facebook/Instagram

The government said that it had deployed four influencer marketing agencies to spread information about its schemes to the public

Experts and content creators weigh in on Sebi's proposed guidelines for bringing in a semblance of order in the unregulated influencer space

Setting a new trend, senior Union ministers Rajeev Chandrashekhar, S Jaishankar and Piyush Goyal recently appeared on YouTube channels of influencers Ranveer Allahbadia and Raj...

These influencers have relatively small followings but higher engagement rates. Monetization modes and brand following have added scale to this medium

Be it PM Modi or Rahul Gandhi, all political parties are waking up to the appeal of the ‘influencers.’ Will they have a big hand...

Builds credibility for the practice of Daily Saline Washing Otrivin, the leading respiratory health brand from GSK Consumer Healthcare, has further strengthened the launch of...

Manish Aggarwal, Director, Bikano, Bikanervala Foods Pvt. Ltd., elaborates more on the impact of Covid on the...

In a conversation with e4m, George, Co-Founder, GoNuts, talks about how the pandemic has impacted influencer marketing...

The eight-part India’s first fashion reality series powered by H&M made over  one billion impressions and recorded more than  150 million views Myntra’s search for...

This fan engagement app promises to deliver a unique experience to the consumer with a focus on education and entertainment Actors Akshay Kumar and Rana...

Through the campaign, WeddingWire India in association with influencers celebrate stories of love and wedding preparation in times of the pandemic and digitisation Winter ushers...

On the launch of its #WearASmile campaign, Urban Company’s Director-Marketing Tarun Menon shares insights on the campaign,...

Joji George, Co-Founder, Gonuts, spoke on ‘Building a Brand in the Experience Economy’ at the recent e4m India Brand Conclave 2020 Day 2 of the...

Kunal Kishore, Founder Director, Value 360 Communications & Co-founder and COO ClanConnect.ai, delivered a keynote at e4m...

On the second day of the event, influencer marketing experts shared the qualities required while going for an influencer During this pandemic, we have seen...

Industry watchers point out the relatability, authenticity & cost-effectiveness that micro-influencers bring to the table make them sought-after Thanks to social media, marketing wizards over...

Experts opine that brands are increasingly understanding the value of PR and are open to exploring new...

Whew! 2020 has begun on a choppy note - protests, civil unrest, a shaky economy and high unemployment. Despite the cheerful note, most new years...

Word of mouth has always been one of the most valuable marketing tools, as it is a form of communication that cannot be...

With this B2C initiative, Influencer marketing will enter a new phase Buzzoka, India’s most disruptive influencer marketing agency is all set to enter...

From one-off campaigns to an always-on mode is the future of influencer marketing in India In 2018, 92 percent marketeers are expected to launch at...

An influencer is a person with the potential to influence the mindset of people. Influencers have had their fair share of the market since the...