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French advertising giant Publicis Groupe has announced its plans to acquire Influential, one of the largest influencer agencies, in a $500 million deal. This acquisition aims to enhance Publicis' ability to connect brands with their target audiences through strategic influencer campaigns. Las Vegas-based Influential was co-founded in 2013 by Ryan Detert, who will continue as Influential's CEO at Publicis.

Influential operates a proprietary AI-driven platform powered by over 100 billion data points. The company has a vast network of more than 3.5 million creators, encompassing 90% of global influencers with over one million followers. Influential’s roster of 300 clients includes Google, AB InBev, Amazon, McDonald’s, and General Mills.

Arthur Sadoun, CEO of Publicis Groupe, said, “Beyond its proprietary AI-powered platform, 100 billion data points, unrivaled network of over 3 million creators, and access to 90% of influencers with over one million followers, Influential is, above all, an outstanding team of talent at the cutting edge of their sector.”

Sadoun further added, “With the new creator economy set to exceed linear TV in ad spend next year, thanks to Influential, we are able to fully embrace its outsized influence and put it at the service of all of our clients.”

According to a report from Citigroup, the creator economy was estimated to be worth $66.2 billion in 2023, a number projected to hit $74 billion this year. Meanwhile, ad spend on social media is expected to outpace broadcast and cable TV ad spend by next year.

According to the company’s financial reports, Influential generated an estimated $150 million in revenue last year, up from $100 million in 2022. In recent years, it has devised influencer-marketing campaigns for advertisers including Hilton, Walt Disney Co.’s Hulu, and McDonald’s.

Influential CEO Ryan Detert expressed his enthusiasm about the acquisition, saying, “I am thrilled for Influential to join Publicis Groupe – the world’s highest performing and most innovative holding company. We look forward to combining our complementary capabilities and technology to deliver unparalleled influencer identification, content creation, amplification, and measurement for our clients – and to defining the next era of influencer marketing together.”

Publicis Groupe to acquire Influential for $500 million

A survey by iCubesWire uncovers a significant finding: 53 percent of consumers do not trust influencer content at all.

This revelation highlights the growing skepticism towards influencers and their recommendations. The survey, which involved 1,000 participants, provides key insights into how influencer content shapes consumer behaviour and perceptions.

Despite the high level of distrust, the survey also reveals that a substantial portion of the audience still places varying degrees of trust in influencer content, suggesting opportunities for influencers and brands to rebuild and strengthen this trust through authenticity and transparency.

“Despite the high level of distrust, the significant portion of consumers who still trust influencer content—47 percent—shows that there is an opportunity for influencers to strengthen their relationship with followers through genuine engagement and honest recommendations. By being transparent and prioritizing the interests of their audience, influencers can turn skeptics into believers,” stated Mr. Sahil Chopra, CEO and Founder of iCubesWire.

Survey Insights Summary:

Trust in Influencer Content: 53 percent of respondents do not trust influencer content at all, while 23 percent are moderately trusting, 11 percent quite a bit, and 13 percent completely trusting.

Perceived Genuineness of Influencer Recommendations: 37 percent of participants believe influencer recommendations are never genuine, 36 percent think they are sometimes genuine, 16 percent often genuine, and 11 percent always genuine.

Influence on Buying Decisions: Influencer content never affects the buying decisions of 36 percent of respondents, occasionally influences 30 percent, frequently influences 20 percent, and always influences 14 percent.

Preference for Local Language Influencers: 36 percent of participants disagree with the preference for local language-speaking influencers, 34 percent are neutral, and 30 percent agree.

Influence on Voting Decisions: Influencers have never influenced the voting decisions of 41 percent of respondents, occasionally influenced 25 percent, frequently influenced 16 percent, and always influenced 18 percent.

Comparison with Celebrities: 34 percent of respondents disagree that social media influencers are more impactful than celebrities, 34 percent are neutral, and 32 percent agree.

Sentiment Impact: 30 percent of participants have never felt hurt by influencer content, 32 percent have occasionally felt hurt, 20 percent frequently, and 18 percent always.

Detailed Survey Results:

Trust in Influencer Content:

Not at all: 53 percent

Moderately: 23 percent

Quite a bit: 11 percent

Completely: 13 percent

Perceived Genuineness of Influencer Recommendations:

Never: 37 percent

Sometimes: 36 percent

Often: 16 percent

Always: 11 percent

Influence on Buying Decisions:

Never: 36 percent

Occasionally: 30 percent

Frequently: 20 percent

Always: 14 percent

Preference for Local Language Influencers:

Disagree: 36 percent

Neutral: 34 percent

Agree: 30 percent

Influence on Voting Decisions:

Never: 41 percent

Occasionally: 25 percent

Frequently: 16 percent

Always: 18 percent

Impact Comparison with Celebrities:

Disagree: 34 percent

Neutral: 34 percent

Agree: 32 percent

Sentiment Impact by Influencers:

Never: 30 percent

Occasionally: 32 percent

Frequently: 20 percent

Always: 18 percent

“The survey results serve as a wake-up call for the influencer marketing industry. It’s essential for influencers and brands to understand the importance of authenticity in order to foster a loyal and trusting audience” added Chopra.

53 percent consumers distrust influencer content: Survey

By Rubeena Singh

In this dynamic and highly evolving landscape of Indian influencer marketing, brands often find themselves at crossroads when choosing between micro and macro influencers. Each category brings its unique strengths to the table, shaping brand narratives in profoundly different ways. Understanding these nuances is crucial for marketers aiming to leverage influencers effectively.

Here are a few parameters which brands need to keep in mind while crafting a long-term strategy for themselves.


Defining micro and macro influencers


Firstly, let’s delineate the two. Micro influencers typically have followers ranging from 10,000 to 100,000. They are often revered for their niche expertise and high engagement rates. Macro influencers, on the other hand, boast a follower count exceeding 100,000, often reaching into the millions. These influencers offer vast reach and are usually household names. Depending on your brand’s core TG, it is essential to address this area in the initial phase.


Engagement: Depth Over Breadth?

Studies suggest that micro influencers maintain higher engagement rates compared to their macro counterparts. This is largely due to their perceived authenticity and closer relationships with their audience. In the context of the Indian market, where diverse languages and cultures coexist, micro influencers can engage deeply with specific communities or interest groups, making them invaluable for brands that aim for a focused impact.


For instance, recently at AnyMind Group, we executed a vernacular campaign with a leading Jewellery brand in Maharashtra where the brand wanted niche Micro creators who would resonate with their local target audience. With the help of our proprietary tech platform, AnyTag, we curated Influencers from the specified region and executed the campaign. This approach helped the brand to increase footfall in their stores since the content created by the Influencers was very localised which resonated with the brand's target audience.


Impact: The Wider the Better?

Conversely, macro influencers excel in creating broad awareness quickly. They are the go-to for brands seeking to launch a new product or enter a new market. For example, a smartphone brand launching in India might collaborate with a macro influencer to tap into their extensive reach, ensuring that the product gains immediate visibility across diverse consumer segments. We ran a macro creator-led festive campaign for Blue Heaven Cosmetics, wherein we leveraged TV celebs and other macro-Instagram influencers to drive massive pan-India reach and buzz for their new product range launch. This helped us in garnering a cumulative reach of 4.68M with total views of 8.1M+.


This approach is particularly effective in saturated markets where cutting through the noise is paramount. The endorsement by a well-known personality not only garners attention but also lends credibility to the product.


Cost-effectiveness: Budgeting for influence

Budget constraints are another critical factor influencing the choice between micro and macro influencers. Micro influencers are typically more cost-effective, allowing brands to engage several influencers for the price of one macro influencer. This can be a strategic advantage for startups or small to medium enterprises (SMEs) that require a high ROI on limited marketing budgets.


Moreover, campaigns engaging multiple micro influencers can lead to a ‘network effect’, where the combined reach and authenticity drive more profound cumulative impact than a single macro influencer might achieve.


Use cases in the Indian market


Fashion and Lifestyle: Micro influencers are ideal for fashion brands aiming to showcase real-life applications of their products. A micro influencer wearing a brand's new line in their daily, relatable setting can influence purchase decisions more effectively than a celebrity who might appear inaccessible.


Technology and Electronics: Macro influencers often help tech brands achieve a splash during product launches. Their ability to reach millions means that new gadgets gain instant visibility across a broad audience.


Health and Wellness: Here, both micro and macro influencers can be pivotal. A health drink brand might use micro influencers to generate authentic testimonial-based content, while also partnering with a macro influencer for a broader awareness campaign.


Conclusion


Choosing between micro and macro influencers should not be an either/or proposition but a strategic decision based on the specific goals, budget, and target audience of a campaign. In the intricate tapestry of Indian markets, where consumer segments are as diverse as the cultures they represent, a nuanced approach to influencer marketing can yield unmatched dividends for brands. Engaging a combination of both influencer types, tailored to different phases of the marketing funnel, can harness the strengths of each to create a holistic impact.


Rubeena Singh is the country manager India & MENA, AnyMind Group.


Read More: <a href="https://www.storyboard18.com/advertising/anyminds-otohiko-kozutsumi-and-rubeena-singh-on-gaming-influencer-marketing-and-more-25692.htm">AnyMind's Otohiko Kozutsumi and Rubeena Singh on gaming, influencer marketing and more</a>

Micro vs Macro influencers – what works best for your brand

In recent years, micro-influencer marketing has emerged as a potent tool for brands aiming to engage with their audience in a more authentic and cost-effective manner. In the Indian context, this trend has been particularly significant due to the country's diverse consumer base and the growing influence of social media. But, contrary to the belief that micro-influencers might be peaking, it's the mega influencers who seem to be plateauing, while micro-influencers are increasingly becoming the go-to choice for influencer marketing.

Current Landscape of Micro-Influencer Marketing in India

Micro & Nano Influencers, typically defined as profiles with a follower count ranging from 1,000 to 100,000*, have garnered considerable attention due to their high engagement rates and niche audiences. In India, the influencer marketing industry is rapidly projected to reach INR 3,375 crore by 2026.

One of the primary reasons for the success of micro-influencers is their ability to foster a sense of community and trust among their followers. With an average engagement rate higher than3%, micro & Nano Influencers outperform mega-influencers who have an engagement rate of roughly 1%. This high engagement is crucial for brands aiming to build genuine connections with their target audience.

Factors Driving the Growth

Several factors contribute to the burgeoning popularity of micro-influencer marketing in India:

1. Authenticity and Trust: Micro-influencers are often perceived as more relatable and trustworthy compared to celebrities or mega-influencers. Their recommendations are seen as genuine and in a niche.

2. Cost-Effectiveness: Collaborating with multiple micro-influencers is almost always more cost-effective than investing in a single mega-influencer both in efficiency and reach in the same budget. This allows brands to reach diverse segments of their target audience without exhausting their marketing budget.

3. Niche Targeting: Micro-influencers usually focus on specific niches, making them ideal for brands targeting particular demographics or interests. This niche focus results in higher conversion rates as the audience is already interested in the content being promoted.

Challenges and Saturation

Despite its advantages, micro-influencer marketing in India faces challenges that could indicate a nearing peak:

1. Market Saturation: Go Beyond the usual Fatigued influencers. The overuse of the same list of big influencers saturation. With numerous influencers vying for attention, it becomes challenging for brands to identify and collaborate with the right ones who can effectively represent their products.

2. Authenticity Concerns: As more influencers enter the market, there is a risk of diminishing authenticity. Some influencers might prioritize brand collaborations over genuine engagement with their audience, leading to skepticism among followers.

3. Regulatory Scrutiny: Increased regulatory scrutiny and the need for transparency in sponsored content can also impact the effectiveness of influencer marketing. Brands and influencers need to navigate these regulations carefully to maintain credibility and trust.

Future Prospects

While micro-influencer marketing may face some hurdles, its peak in India might still be a few years away. The continuous expansion of digital connectivity and the increasing penetration of social media in tier 2 and tier 3 cities provide ample opportunities for growth. Additionally, the evolving consumer preferences towards authentic and relatable content suggest that micro-influencers will remain a valuable asset for brands.

To Sum It Up

Micro & Nano influencers are a powerful, authentic, and cost-effective strategy for brands. In India, with its diverse consumer base and surging social media influence, this trend is undeniable. Forget mega influencers—micro-influencers are the new kings of engagement, proving their worth as the preferred choice for savvy marketers. 

Vaibhav Gupta is the Co-Founder and Chief Product Officer at KlugKlug. Views expressed are personal.

The rise of the everyday influencer: How authenticity is winning over mass appeal

Have you ever poured your marketing budget into a dream influencer campaign, only to discover your brand message is echoing in a vast, empty room of fake followers? Welcome to the Wild West of influencer marketing, where inflated numbers and ghost town engagement can leave brands high and dry.

If that wasn’t all, brands also have to worry about influencers who fail to disclose sponsored content. It is crucial for brands to monitor influencer content to prevent any violations, protect their brand reputation, and maintain compliance with advertising standards and regulations.

By performing periodic audits, brands can ensure that influencers adhere to guidelines, comply with regulations, and uphold brand values, thereby mitigating risks and enhancing the overall success of influencer marketing initiatives. Non-compliance by influencers with the Advertising Standards Council of India (ASCI) guidelines can result in legal consequences and harm brand reputation. 

But, before diving headfirst into influencer campaigns, brands need to crack the code on their audience. Are they real people, or just a mirage of likes?

Unmask fake followers: Why influencer audience verification matters

Amit Relan, Director and Co-Founder, mFilterIt, says influencer marketing has emerged as a powerful strategy for brands to expand their reach and engage with target audiences on social media platforms. Collaborating with influencers enables brands to enhance their online presence, promote products and services, and drive sales through social commerce. With social media platforms like Instagram playing a significant role in brand publicity, influencer marketing has become a key component of digital advertising strategies.

“The global influencer marketing market is projected to reach $21.1 billion by 2023, highlighting the growing importance of influencers in reaching Gen Z and millennial audiences. However, the challenge lies in ensuring that influencers reach genuine audiences rather than bots, emphasising the need for brands to validate the authenticity of influencer reach to maximize the impact of their marketing campaigns,” he adds.

Beyond the surface: Metrics that ensure quality influencer partnerships

Varun Grover, Brand Safety BU Head, mFilterIt, says that influencer monitoring encompasses various aspects such as pre-flight validations, post-flight validations, ASCI compliance, and content analysis to ensure the effectiveness and authenticity of influencer collaborations.

Before launching digital campaigns, brands can use monitoring tools to categorise influencers based on follower authenticity, distinguishing between genuine users and bots. Post-campaign evaluations allow brands to assess influencer performance on engagement metrics, audience reach, and content quality. Monitoring for ASCI compliance ensures that influencers disclose paid collaborations as advertisements, mitigating legal risks and maintaining transparency. By analysing influencer content and engagement data, brands can make informed decisions on collaboration strategies, optimise marketing campaigns, and safeguard brand reputation in the competitive arena of influencer marketing.

Brand association with macro and nano influencers

According to Grover, monitoring brand association with multiple macro and nano influencers is essential to protect brand reputation, ensure compliance with guidelines, and maintain consistency in messaging across partnerships. By overseeing collaborations with various influencers, brands can mitigate risks associated with non-compliance, uphold brand values, and safeguard the integrity of marketing campaigns.

He highlights that monitoring multiple influencers allows brands to track content for adherence to ASCI guidelines, prevent legal implications, and uphold ethical standards in influencer marketing. Additionally, monitoring ensures that influencers align with brand policies, terms of use, and guidelines, thereby optimising brand reputation and enhancing the effectiveness of influencer marketing initiatives. Regular monitoring of influencer activities across different partnerships enables brands to identify potential issues, maintain brand consistency, and build trust with their target audience.

AI & Machine Learning: Spotting fake fans faster than you can say 'unsubscribe'

Relan points out that technologies play a pivotal role in influencer monitoring by providing advanced capabilities for analysing influencer activities and audience authenticity. These technologies enable brands to conduct comprehensive bot traffic analysis, validate the genuineness of influencer reach, and identify potential violations of ASCI guidelines.

“By leveraging AI/ML algorithms, brands can detect patterns of bot activity, assess the credibility of influencer followers, and make data-driven decisions to optimise influencer marketing strategies. AI/ML algorithms analyse large datasets to distinguish between genuine and fake followers, ensuring that influencer collaborations reach real individuals and deliver the desired impact. OSINT technology enhances influencer monitoring by collecting and analysing publicly available data to verify influencer authenticity and compliance with brand guidelines, ultimately optimising the performance of influencer marketing campaigns,” he says.

The games of #sponsored: May the most authentic influencer win

On June 27, the Securities and Exchange Board of India (SEBI) approved norms to regulate unregistered financial influencers, addressing the risks associated with these influencers. The market regulator approved the proposal to ban registered entities from associating with unregistered investment advisors such as 'finfluencers'. It has allowed registered entities to associate with unregistered entities if they are only sharing educational content, as per reports. 

SEBI also stated that registered entities are to ensure that the person with whom they are associated does not indulge in prohibited activities. 

The market regulator said in a press statement: "Persons regulated by the Board and the agents of such persons shall not have any association, like any transaction involving money or money's worth, referral of a client, interaction of information technology systems or any other association of similar nature or character, directly or indirectly, with any other person who, directly or indirectly, provides advice or recommendation or makes any implicit or explicit claim of return or performance, in respect of or related to security or securities unless permitted by the Board to provide such advice/recommendation."

SEBI has been contemplating comprehensive measures to regulate 'finfluencers' as concerns about investors falling prey to unregulated guidance rises. "The Securities and Exchange Board of India (SEBI) is contemplating guidelines to rein in finfluencers' activities," SEBI chairperson Madhabi Puri Buch said on March 11, at an Association of Mutual Funds in India (AMFI) event in Mumbai.

The proposed regulations aim to overhaul registration norms, simplifying the process to facilitate 'ease of registration' for these influencers, while ensuring greater transparency and accountability, CNBC-TV18 reported, citing Buch's comments made at the event.

Among SEBI's proposed measures is the establishment of a Performance Validation Agency (PVA), a third-party entity tasked with verifying performance claims made by market participants, including Portfolio Management Services (PMS), Mutual Funds (MFs), and Investment Advisors. The PVA aims to play a crucial role in validating performance reports, bolstering trust and reliability within the financial ecosystem.

Last year, SEBI came down heavily on unregistered finfluencers providing illegal investment advice through social media. Restrictions have been imposed on intermediaries, such as brokers and mutual funds, from engaging unregistered finfluencers for product promotion.

Last year, the Advertising Standards Council of India (ASCI) revised its guidelines, mandating SEBI registration for influencers in the banking, financial services, and insurance (BFSI) sector.

The guidelines for finfluencers stated that influencers could offer investment-related advice only after getting registered with SEBI and they must display their registration numbers alongside their name and qualifications.

The disclaimer that influencers would need to display includes superimposing their qualifications, registration or certification details on visuals that are readable or upfront.

For other financial advice services, influencers are required to possess credentials or a licence from the Insurance Regulatory and Development Authority of India, or they must be qualified chartered accountants or company secretaries.

SEBI had also released two consultation papers focusing on payment structures associated with financial advice and education, as well as partnerships between regulated entities and finfluencers.

Crackdown on finfluencers: SEBI bars regulated entities from associating with 'unregistered finfluencers'

In a move catering to the dynamic fashion preferences of Gen Z, e-commerce marketplace Meesho launched its #trendz campaign earlier this year. Further expanding this initiative, Meesho successfully concluded its #trendz contest. Held from February 1 to May 30, 2024, the contest offered a platform for aspiring and established content creators to showcase their talents and social media expertise. Participation was open to all, regardless of follower count. 

Fashion influencer Nancy Tyagi, known for her popular "Outfit from Scratch" series on Instagram, served as the judge for the competition. 

In an conversation with Storyboard18, Nancy Tyagi discusses her journey from civil service aspirations to navigating the glitzy realm of red carpets. She shares perspectives on influencer culture and offers advice on dealing with internet trolls.

Edited excerpts:


What drew you to partnering with Meesho on this particular project?

Meesho and I have a history! I've been a big fan of their platform for a while, creating content showcasing their products on YouTube. Recently, we took things a step further with an official collaboration. I had creative freedom to make the videos exactly how I envisioned them. It was a truly rewarding experience, and I'm excited about what we created together.

When considering brand collaborations, what kind of alignment do you seek in terms of values and overall message? 

Creative freedom is definitely a crucial factor for me when considering brand collaborations. It's important that I can maintain my authentic voice and style while representing the brand. 

How did you navigate such a transformative journey from civil service aspirations to the world of red carpets?

My journey wasn't exactly linear. I was all set for UPSC coaching, but then the lockdown hit. With resources tight, I had a tough choice: invest in coaching or take a leap of faith with a camera. It felt like a gamble at the time, but I knew this camera would be with me for the long haul, a constant reminder of the decision that changed everything.

Being an influencer comes with both challenges and rewards. What unexpected insights have you gained about the industry?

Building a successful online presence takes grit. I learned early on to develop thick skin and focus on creating content I believed in. There were times, with just a handful of views, when quitting felt tempting. But a decision to keep going led to my first viral video! It was a powerful reminder that consistency and passion can lead to unexpected breakthroughs. 

For all the Gen Z viewers out there dreaming of influencer life, what nuggets of wisdom can you share? 

Influencer success is a blend of hustle and heart. Consistent hard work is key, but don't underestimate the power of a lucky break! My advice? Focus on creating content you're passionate about. When your heart's in it, the authenticity shines through. Tune out the comparison game and trust your own voice.

Dealing with online negativity is part of the influencer territory. What are your best strategies for handling trolls and maintaining a positive online presence?

The online world can be noisy. People throwing comments left and right, good and bad. Honestly, I don't get too caught up in it all. My brother might tell me about some, but for me, it's all about staying focused on what I love – creating!

Fashion influencer Nancy Tyagi: 'Influencer success is a blend of hustle and heart'

Only Much Louder’s tech business, the AI-powered influencer marketing tech, Hypothesis, is set to expand its global footprint, taking the next step to establish its presence in several key international markets by 2025. The company said, in the first phase of global expansion, Hypothesis will be available in the Asia-Pacific region (Singapore, Australia, Malaysia, Philippines, Vietnam, and Thailand), Middle Eastern countries (Abu Dhabi, GCC nations, Egypt, Lebanon, Saudi Arabia, Kuwait and Qatar) as well as strategic locations in Africa (Kenya, Nigeria, and South Africa) along with the USA. Hypothesis will collaborate with global brands and agencies, enabling data-driven influencer marketing strategies, ensuring maximum returns on audience engagement/conversion, OML said. 

Hypothesis is a tech tool for influencer marketing that brings together discovery, outreach and analytics, for brands and agencies. OML's strategic initiative to expand Hypothesis into diverse markets reflects a proactive approach to capitalize on the exponential growth of influencer marketing, which has experienced a remarkable CAGR of 33.4% in key regions such as Australia, Asia-Pacific, the Middle East, and Africa. Furthermore, the USA, Asia-Pacific, and the MENA region emerge as dominant players in the global influencer marketing landscape. 

Himani Agrawal, Senior Vice President - Product & Analytics - Hypothesis, OML, said, “As brands and audiences alike are seeking authentic engagements from creators, data-driven insights have become the cornerstone of success in influencer marketing. At Hypothesis, we’re proud to cover these nuances by offering a comprehensive kit for creator evaluation using 100+ data points." Agrawal emphasizes the tool's ability to do everything from analyzing posting patterns to assessing the authenticity of engagements. Hypothesis also offers a self-serve mode, "empowering brands to initiate impactful influencer campaigns independently,” Agrawal adds. 

"We are aiming to infiltrate these markets at the rate of 5-10% in the first year, establishing ourselves as a recognized player in these new territories," said Gunjan Arya, CEO of OML Entertainment. Arya adds, "We'll also track our customer acquisition rate, and hope for a 15-20% jump to assess our effectiveness in reaching new audiences. Besides, we aim to derive over 35% of revenue from our global expansion efforts. Finally, to foster a truly global community, our goal is to achieve half of our website and social media engagement from international audiences, propelling a transformation in the influencer economy with our SaaS product, Hypothesis.”

OML to expand its AI-powered influencer marketing tech Hypothesis globally

In order to create awareness among investors to not rely on unauthorized or unsolicited information about public issues, Securities and Exchange Board of India (SEBI) issued a circular for public comments on March 19, 2024. Based on  comments  received  from various  stakeholders, it has been decided that salient disclosures made in the Draft Red Herring Prospectus (DRHP), Red Herring Prospects (RHP) and Price Band Advertisement for public issues shall also be made available in Audio Visual format (AV) for ease in understanding the features of public issues. 

Such AV shall be prepared and placed in the public domain for all main board public issues. The same shall initially be in bilingual format (English and Hindi). The Hindi version shall contain text in Devanagari script.

The circular issued by SEBI on May 24 also stated that AVs shall contain the following disclosure to investors: “Investors are advised not to rely on any other document, content or information provided  in  respect  to  the  public  issue  on  the  internet/online  websites/social media platforms/micro-blogging platforms by finfluencers. Investors  are  advised  to  rely  only  on  the  information  contained  in  the  Offer document and Price Band Advertisement for making investment decision.”

The  duration  of  each  bilingual  version  of  the  AV  shall  be approximately  10 minutes and the  total  duration  of  the  AV  shall  be  equitably  distributed to  cover material disclosures made under various sections of the DRHP and RHP viz. about the company,  risk  factors,  capital  structure,  objects  of  the  offer,  business  of the issuer,  promoters,  management,  summary  of  financial  information,  litigations, material developments and terms of the offer etc.

The content of the AV must be factual, non-repetitive, non-promotional and shall not be misleading in any manner, the circular stated, adding that the AV shall also be made available on digital/social media platforms of the Issuer and AIBI.

The provisions of the circular, which details how the AV content should be made, will become applicable on or after July 1, 2024, on a voluntary basis and October 1, 2024, onwards on a mandatory basis.


SEBI mandates AV disclosures for mainboard public issues; Includes disclosure against relying on finfluencer content

iCubesWire, a unified AI & ML-driven ad platform, announces the launch of influenceZ, an influencer marketing platform for brands and creators. 

 
InfluenceZ leverages ICubesWire's expertise in AI and ML technologies, integrating seamlessly with the company's Data Management Platform (PIE) to provide brands with insights into the influencer marketing landscape.


The app features an interface that simplifies influencer discovery, allowing brands to find influencers across various genres that align with their brand identity and target audience. For brands, discovery and smart buys are streamlined, ensuring credible and quality collaborations through features like engagement rate and sentiment analysis to maintain a positive brand image.


With InfluenceZ, campaign management becomes effortless, enabling brands to monitor their campaigns in real time and measure their ROI with powerful analytics tools. The platform also facilitates content creation with AI-generated textual ideas, offering seamless access to communicate with influencers. Moreover, the platform provides AI-powered influencer insights, assisting brands in launching authentic and impactful collaborations.


For creators, InfluenceZ opens doors to collaborations with global brands, offering a personalized media kit. The platform also features a payment system and provides real-time updates on the latest trends, ensuring creators are always at the forefront of the influencer marketing wave.


Commenting on the app, Sanya Mrig, lifestyle and fashion influencer, says, “InfluenceZ revolutionises the Influencer Marketing landscape by making it easier than ever for influencers to connect with brands and audiences. Moreover, the platform's campaign management allows for transparent communication along with on-time payments. This is how tech will have a huge effect on influencer marketing.”

 
Commenting on the app, Thomson Pascal Sikkera, lifestyle, fashion and travel influencer, says, “The app's advanced analytics and seamless campaign management tools have made connecting with brands that align perfectly with my audience easier. Plus, the payment assistance feature ensures timely and hassle-free payments, making the entire process smooth and efficient.”


Commenting on the launch, Sahil Chopra, founder and chief executive officer, ICubesWire, expressed his enthusiasm about the launch, stating, "With InfluenceZ, we’re redefining influencer marketing for brands and creators by offering unparalleled access to a vast network of influencers, backed by sophisticated video production and strategic capabilities.”


Read More: <a href="https://www.storyboard18.com/brand-marketing/brands-to-focus-on-in-house-teams-to-drive-influencer-marketing-in-india-28101.htm">Brands to focus on in-house teams to drive influencer marketing in India</a>

INFLUENCER MARKETING