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YouTube Shorts is facing growing challenges, particularly in terms of advertiser confidence, as it struggles to compete with Meta’s Reels. The platform's difficulties are compounded by the widespread use of ad blockers, which have permeated across various browsers and deeply penetrated the consumer base. This trend has prompted many advertisers to question the platform’s effectiveness, often rendering brand campaigns less impactful.

In response to growing user frustration and in a bid to bolster revenue from non-Premium users, YouTube has reportedly intensifying its efforts to combat third-party ad blockers by integrating advertisements directly into video streams. This new approach aims to circumvent the effectiveness of popular browser extensions designed to block ads. These measures are widely seen as part of YouTube’s ongoing effort to curb the rise of ad-blocking tools worldwide. In a community update, YouTube stressed the detrimental effect of ad blockers on content creators' ability to generate revenue. 

On the global stage, YouTube’s ad revenue, while substantial, remains behind Meta’s earnings from Reels on Facebook and Instagram. Industry experts indicate that YouTube’s ad revenue, which reached $8.7 billion in Q2 2023, fell short of investor expectations but still reflected a 13% year-over-year increase. Despite its growth, YouTube’s performance lags behind TikTok, and its ad revenue pales in comparison to that of Meta. In India, Reels has supercharged much of Meta's growth while YouTube's Shorts has lagged behind. 

Meta's acceleration of Reels as a growth engine seems to be paying off. "Reels is big for Meta globally, but Reels is certainly huge for Meta in India," Sandhya Devanathan, Meta's India head said in an interview in September. She told PTI, having recognised the power of Reels in influencing buying decisions, brands are including it early in their campaign blueprint and customer outreach plans. 

On the other hand, a senior brand marketer, speaking on the condition of anonymity, described YouTube Shorts’ advertising model as a "spray and pray" approach, wherein brands often prioritize reaching a broad audience over ensuring the consistency of their messaging. Ad blockers, they argue, only exacerbate the platform’s limitations, further diminishing the effectiveness of campaigns.

In a similar vein, a senior media planner told Storyboard18 that YouTube Shorts suffers from inconsistent ad placement, a problem often driven by the lack of regulation around sensitive content. This inconsistency, coupled with the platform's reliance on broad-reaching advertising strategies, is alienating brands that increasingly favor performance-driven marketing tactics. "Brands today are more focused on direct results, and YouTube Shorts struggles to deliver that," the planner said.

An analyst specializing in Internet of Things (IoT) technology added that the growing trend of premiumization in the Indian market has reduced the effectiveness of generic advertising strategies. In this environment, precise audience targeting has become essential, yet YouTube Shorts’ algorithm-driven model offers little control over this crucial aspect. "Advertising on YouTube Shorts tends to work best for inexperienced marketers," the analyst noted, adding that many small and medium-sized enterprises (MSMEs) are turning to homegrown platforms that prioritize regional relevance and more targeted advertising.

Further complicating YouTube Shorts’ standing in the market is the shift in content creator loyalties. According to industry insiders, many creators are increasingly flocking to Meta, enticed by its robust incentives and the strong sense of community it fosters, leaving YouTube Shorts at a disadvantage in the battle for talent.

Recently, YouTube has ramped up its efforts to promote Shorts, through aggressive advertising across various platforms, including print, with a clear focus on capturing the attention of marketers and brand managers. The push comes amid growing competition from domestic SFV platforms, which has dampened advertiser enthusiasm for Shorts in key markets. 

A November 2023 report, Demystifying India’s SFV Platforms, published by Redseer Strategy and Consultants, offers a snapshot of the rapidly growing short-form video (SFV) landscape in India. The report notes that platforms such as Moj, Chingari, MX Takatak, Josh, and ShareChat boast a combined user base of over 250 million, with a particularly strong presence in Tier-2 and smaller cities. These regions account for around 70% of all online transactions. Following the 2020 ban of TikTok, Indian SFV platforms have surged in popularity, with 65-70% of their user base hailing from these areas.

The report highlights that Indian SFV platforms have managed to carve out a niche by offering content that resonates with local audiences, fostering positive customer sentiment. The platforms are lauded for their original, relevant, and non-inflammatory content, with the market leader, Josh, registering an impressive net promoter score (NPS) of 62%, well above the average NPS of 55% for the sector.

YouTube Shorts made its global debut in 2020, a month after Reels was first introduced, and surpassed a trillion views in 2024. As the digital video landscape evolves, YouTube Shorts faces a complex set of challenges. To navigate these challenges YouTube may require significant shifts in its advertising strategy to gain the confidence of both marketers and creators. A strategy that may call for more than an ad blitz shouting for brands' attention.

<a href="https://www.storyboard18.com/digital/cricket-content-one-sec-reels-booming-on-our-platforms-in-india-meta-40942.htm">Read more: Cricket content, one-sec reels booming on our platforms in India: Meta</a>

Low marketer-confidence weakening YouTube Shorts’ grip on the Indian market?

Pinterest's annual Pinterest Predicts report for 2025 suggest a global pivot toward unabashed boldness, sensory overload, and creative experimentation.

The social platform's extensive data, drawn from over half a billion monthly users, shows a departure from the muted minimalism of previous years. Instead, expect playful, irreverence, vivid colours, unexpected materials, and tastefully over-the-top celebrations.

A move toward maximalism and meaning

The findings suggest that 2025's most compelling trends will be shaped heavily by Gen Z who now represent over 40% of Pinterest's user base. 

From Boomers to Millennials, everyone is looking to make a statement. Classic celebrations like baby showers will give way to "nesting parties" focused on practical support, while heavily adorned living spaces will replace pared-down interiors.

Sustainability, personal reinvention, and collaborative fashion choices—like dressing in matching outfits with close friends—are set to become the new normal.

Generational tastemakers

Data indicates that around 65% of this year's predicted fashion trends spring from Gen Z preferences. Younger users are leaning into "fisherman aesthetics" (think striped tops and sardine tattoos), "castlecore" décor, and the rebellious spirit of "terra futura," an eco-minded, futuristic style that merges sustainability with punk ethos. 

Meanwhile, older generations are increasingly open to playful motifs like rodent-themed cakes and topsy-turvy décor that breaks with traditional design rules.

Fashion: from matching outfits to maritime imagery

Coordinated looks—once ridiculed as trite—are poised to become a celebrated form of self-expression among both Gen Z and Boomers. 

Expect matched ensembles at group outings and festival circuits. Maritime influence also emerges strongly; cable-knit sweaters and sardine-inspired tattoos are on the rise. 

"Moto boho" style, blending edgy leather with flowing fabrics, displaces the old-school hippie look. At the eco-forward end, "terra futura" embraces a vision of sustainable wardrobes infused with solar-punk aesthetics.

Cross-category shifts: cherries, dolls, and castles

Beyond clothing, cherries will show up everywhere—from car detailing to craft cocktails—especially for Gen Z and Millennials. 

The dollhouse aesthetic, reminiscent of Polly Pocket, finds its way into room makeovers and jewellery charms. And for those looking to retreat into ancient aesthetics, medieval-themed décor and architecture ("castlecore") is trending, with searches for "antique ruby ring" and "castle house plans" on the rise.

Beauty: embracing the divine and the dark

Beauty trends highlight a duality: "goddess complex" styles, featuring gold facials and mythic nail art, run parallel to "sea witchery" makeup, which leans into smoky eyes and mermaid-inspired details. 

Aura-driven aesthetics, where a chosen colour pervades one's entire look, reflect a growing desire for immersive self-presentation.

Parenting: practical celebrations over pomp

Expect the traditional baby shower to lose traction, replaced by pragmatic "nesting parties." These gatherings focus on preparing for the postpartum reality—stocking the freezer with easy meals, organizing baby supplies, and assembling essentials rather than simply opening presents.

Home: primary colours and pattern overload

The home ecor sphere shows a fondness for the intense and whimsical. Primary hues return in force, painted onto furniture and incorporated into trim.

Pattern mixing is in, with eclectic prints and layered textures supplanting restrained minimalism. 

Homeowners across generations, but especially Gen X, are looking to rediscover childlike joy and irreverence in their interiors.

Travel: trading cityscapes for mountain peaks

After years of hype around urban exploration, nature is calling. Mountain retreats will dominate travel wish lists, offering treehouse views and crisp air far from crowded skylines. Gen Z and Gen X are leading the charge toward what might be dubbed "ele-vacations"—altitude included.

Food & Beverage: pickled flavours and surreal sweets

Expect fizz and funk in the kitchen. Carbonated creations and "rebel floats" will reimagine soda culture, while the "chaos cake" phenomenon steers desserts away from pretty perfection. 

Rodent-inspired pastries may raise eyebrows, but they reflect a larger shift: people want novelty, humour, and a jolt of surprise. Pickle-infused dishes—cakes, fries, dips, and even margaritas—underscore a willingness to experiment.

Celebrations and entertainment: old-world glamour meets surreal sensibility

For weddings and parties, a "Rococo revival" and "surreal soirees" bring lavish aesthetics to the fore—think ornate corset gowns, curved candlesticks, gravity-defying centerpieces, and nods to Salvador Dalí.

Meanwhile, the digital self becomes as important as the physical, with Gen Z and Gen X carefully curating their avatars, outfits, and accessories for online presence. This avatar aesthetic is found in searches for terms like “pfp ideas y2k,” “cute outfit codes,” and “skirt codes.”

Pinterest's 2025 trend forecast: Bold aesthetics, surreal parties, and maximalist design

YouTube is ramping up its efforts to promote its short-form video feature, Shorts, through aggressive advertising across various platforms, including print, with a clear focus on capturing the attention of marketers and brand managers. The push comes amid growing competition from domestic short-form video (SFV) platforms, which has dampened advertiser enthusiasm for Shorts in key markets. While globally Shorts continues to battle for prominence, in India — following the ban of TikTok — the platform faces its most formidable rival in Meta's Instagram Reels, which has swiftly risen to dominate the short-video space. 

Meanwhile, the homegrown SFV platforms generated $90-100 million in advertising revenue in FY24, cornering 1-1.5% of the overall spending on digital advertisements in the country, according to a report by Redseer Strategy Consultants.
  
SFV platforms have crossed $200 million in revenue, with headroom for growth via monetisation including influencer marketing and virtual tipping, as per the report. The SFV market engages close to 250 million monthly users, and since the ban on TikTok in mid-2020, Indian players have seen their daily active user tally more than triple. Over 63% of this engagement is driven by tier-II and tier-III regions.

A senior media planner, speaking on the condition of anonymity, recently told Storyboard18 that YouTube Shorts' latest advertisements are aimed squarely at marketers and advertisers. By highlighting a series of case studies featuring various brands, the platform seeks to establish credibility and gain the confidence and validation of advertisers. “YouTube Shorts was the last to enter the social-first video space, and as a result, many advertisers remain skeptical about its ability to effectively target the right audience,” the planner explained.

The executive at the media investments firm remarked, “Today, homegrown SFV platforms provide competitive pricing and tailored packages that allow advertisers to reach their target audiences more effectively. Additionally, the localized content offered by these platforms attracts the right viewers, making them a preferred choice for advertisers.”

According to a November 2023 report titled Demystifying India’s SFV Platforms, by Redseer Strategy and Consultants, homegrown Indian short-form video platforms like Moj, Chingari, MX Takatak, Josh, Sharechat, command a combined user base of over 250 million.

The report highlights that these platforms hold a special appeal to users in Tier-2+ cities, where approximately 70% of all online transactions occur. After TikTok's ban in 2020, Indian SFV platforms rapidly gained traction. Currently, 65-70% of their users are from Tier-2+ cities. 

The report stated, "With original, relevant and non-inflammatory contents for users, India SFV platforms are rated high on net positive customer sentiment; average NPS of India SFV platform is ~55% and for market leader, Josh, is ~62%." 

Another industry leader from a media buying agency noted many major advertisers expressing concern about their brand placement on Shorts. "Large amount of sensitive content is floating around YouTube Shorts that makes marketers conscious before placing their brands on such platforms," the executive said, adding, "Placement of brands around content which spreads religious hatred, homophobia, sexist content and politically charged rhetoric, generates a lot of negativity.”

Globally, YouTube’s ad revenue is smaller than what Meta generates from Reels on Facebook and Instagram, it’s neck and neck with TikTok, and far outpaces streaming platforms, according industry experts and reports. YouTube’s Q2 ad revenues of $8.7 billion didn’t hit investors’ projections, but they’re still up 13% compared to last year.

A top analyst from a global research firm said, “One of the biggest risks to YouTube’s ad revenue is Instagram Reels and TikTok. YouTube’s emphasis on Shorts suggests the platform is keenly aware that it is vulnerable to social video competitors. Google executives have not released any substantial data on how Shorts is performing.” 

Shorts falling short?: YouTube plays catch-up with ad blitz for its short video feature

The Information and Broadcasting Minister Ashwini Vaishnaw during the Questions Hour session on Wednesday said that there is a need to make existing laws more stringent to curb vulgar content on social media platforms. He replied to the questions asked by Lok Sabha member Arun Govil during question hour in LS regarding laws to check abusive content.

In the Lok Sabha, the Information and Broadcasting Minister said the Parliamentary Standing Committee should take up the issue and also called for a consensus to frame more strict laws in this regard.

“Earlier, there were editorial checks and it was decided whether something was right or wrong but those checks have ended. Today, social media is a platform for freedom of press but it is uncontrolled and there is vulgar content”, Vaishnaw said during the Question Hour.

Ashwini Vaishnaw said, "There is a lot of difference between the culture of our country and the countries from where these social media platforms have come. So I would like the Standing Committee of the Parliament to take up this issue and strict laws are made regarding the same.

There is a need to make existing laws more stringent laws to curb vulgar content on social media platforms, Vaishnaw said. 

He was responding to questions by BJP member Arun Govil about existing mechanisms to check telecast of vulgar and sex-related content through social media platforms illegally and whether the government proposes to make the existing laws more stringent keeping in view the fact that the said laws are not much effective to stop misuse of these platforms.


MIB's Ashwini Vaishnaw: Need stricter laws to curb vulgar content on social media platforms

Australia's House of Representatives on Wednesday passed a landmark bill prohibiting children under 16 from accessing social media platforms, as per reports.

The bill now awaits Senate approval, where it is expected to pass with bipartisan support.

The legislation, which targets platforms like TikTok, Facebook, Snapchat, Instagram, Reddit, and X, imposes stringent penalties of up to 50 million Australian Dollars ($33 million) for systemic failures to enforce the age restrictions. 

Passed with an overwhelming majority of 102 votes to 13, the bill grants platforms a one-year grace period to develop compliance measures before penalties are enforced.

Platforms will also be restricted from requiring government-issued ID for verification, following amendments pushed by opposition lawmakers. 

Digital identity verification through government systems has been prohibited, a move intended to address privacy concerns raised during debates.

The bill resonates deeply with advocates like Wayne Holdsworth, a Melbourne resident whose 17-year-old son, Mac, took his own life after falling victim to an online sextortion scam.

Despite the urgency, social media platforms had sought to delay the legislation until at least June next year, coinciding with the release of a government-commissioned evaluation of age verification technologies.

Earlier this month, Australian Prime Minister Anthony Albanese announced a social media ban for kids under 16. 

Read more: <a href="https://www.storyboard18.com/digital/australia-announces-ban-on-social-media-for-kids-under-16-46799.htm">Australia announces ban on social media for kids under 16</a>

Australia's ground-breaking social media age ban passes House vote

Walmart has announced sweeping changes to its diversity, equality, and inclusion (DEI) policies, bowing to growing pressure from conservative activists, as per reports by the Associated Press.

The Bentonville, Arkansas-based retailer confirmed it will not renew its five-year $100 million commitment to a racial equity center established in 2020 after George Floyd's murder. Additionally, Walmart will exit the Human Rights Campaign's annual index measuring LGBTQ+ workplace inclusion and end prioritization of race or gender in supplier contracts.

Walmart's rollback aligns with heightened scrutiny of corporate DEI initiatives following the U.S. Supreme Court's 2023 decision to strike down affirmative action in college admissions. Conservative groups, emboldened by the ruling, have filed lawsuits challenging workplace diversity programs.

Influential voices like activist and commentator Robby Starbuck have intensified the pushback, singling out companies on social media. 

"This is the biggest win yet for our movement to end wokeness in corporate America," Starbuck wrote on X (formerly Twitter), claiming to have engaged with Walmart.

The retailer also confirmed to the Associated Press that it would better regulate third-party marketplace items to avoid selling products like youth chest binders, which are often used by transgender individuals. It will also review its grants for Pride events, ensuring family-friendly content and separating such areas from drag performances.

Walmart's shift extends supplier diversity programs, with the company stating it will no longer consider race or gender as factors in awarding contracts. 

Demographic data will also be excluded when determining eligibility for grants. Walmart emphasized that it has never implemented quotas and will not introduce them.

In response to criticism, Walmart reiterated its commitment to fostering “belonging” over the DEI-focused terminology previously used.

“We’ve been on a journey and know we aren’t perfect, but every decision comes from a place of wanting to foster a sense of belonging and open doors to opportunities for all our associates, customers, and suppliers,” the company said in a statement.

The changes come amidst a broader trend of companies scaling back DEI programs. Firms like Ford, Lowe's, and Harley-Davidson have also retreated from such initiatives following similar pressures. Walmart, however, is the largest corporation yet to take this step, with 1.6 million U.S. employees.

These developments also coincide with a political environment increasingly critical of DEI policies, spearheaded by figures like former President Donald Trump and his adviser Stephen Miller, who leads America First Legal—a group actively challenging corporate DEI policies.

Democratic lawmakers, meanwhile, continue to urge corporations to sustain their DEI efforts, arguing such initiatives are essential for equitable opportunities. Walmart’s decision signals the challenging balance corporate America faces in navigating political, legal, and societal pressures surrounding DEI.

Walmart scales back DEI policies amid conservative pressure

TIPS Music Ltd has struck a direct, strategic partnership to promote its music library on ByteDance's short-form video app TikTok. The partnership excludes China and India, where TikTok is banned. TIPS Music said this partnership will enable music lovers, Non-Resident Indians (NRIs) and expatriates, to access and engage with TIPS Music’s collection on the popular short-form video platform.

The agreement between TIPS Music and TikTok aims to meet the increasing demand for Indian music among global audiences. The collaboration ensures TikTok users across multiple regions will have seamless access to the wide range of TIPS Music’s library, featuring genres from Bollywood classics to regional language hits, strengthening the existing cultural connection and expression through music.

Kumar Taurani, Managing Director of TIPS Music Ltd, stated, “We have seen an increased consumption of Indian music globally. Several existing TikTok trends hold testament to it. This direct strategic partnership with ByteDance marks an important step in expanding the global footprint and engagement of TIPS Music." 

He added, "The TikTok platform has a massive audience base and this deal improvises the discovery of our music." 

TIPS Music strikes partnership with TikTok to expand music reach among NRIs, expats

RPG Group Chairperson Harsh Goenka has added his voice to the growing list of critics questioning Jaguar's latest rebranding campaign, which debuted on November 19. 

Read more: <a href="https://www.storyboard18.com/brand-marketing/jaguar-unveils-bold-new-logo-and-branding-for-electric-only-future-48009.htm">Jaguar unveils bold new logo and branding for electric-only future</a>

The British luxury carmaker's promotional video, which has been widely discussed, featured diverse models in vibrant outfits but noticeably excluded any cars from the visual narrative.

Goenka, never one to shy away from speaking his mind, took to X (formerly Twitter) to express his opinion, calling the ad more of an art film than a traditional car commercial. Jaguar’s new ad feels more like an art film than a car commercial—diverse actors, bold colors, and zero cars. ‘Copy nothing’—what does that even mean? Distinctive, sure. Effective? That’s the real question," he wrote.

<blockquote class="twitter-tweet">Jaguar’s new ad feels more like an art film than a car commercial—diverse actors, bold colors, and zero cars. ‘Copy nothing’—what does that even mean? Distinctive, sure. Effective? That’s the real question. <a href="https://t.co/nVjauUUVuQ">pic.twitter.com/nVjauUUVuQ</a>&mdash; Harsh Goenka (@hvgoenka) <a href="https://twitter.com/hvgoenka/status/1860281771579048281?ref_src=twsrc%5Etfw">November 23, 2024</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

Goenka's comments follow similar reactions from tech billionaire Elon Musk, who took a swipe at the campaign with a pointed question: "Do you sell cars?" he posted on X, reflecting the confusion surrounding the brand's new marketing direction.

While critics like Goenka and Musk have expressed skepticism about the ad's effectiveness, Jaguar's managing director, Rawdon Glover, has defended the campaign. In a report, Glover called out the "vile hatred" and "intolerance" some online critics had directed at the campaign, insisting that the ad was not intended to be a "woke" statement, as some had claimed.

Read more: <a href="https://www.storyboard18.com/brand-marketing/jaguar-md-defends-rebranding-ad-amid-online-backlash-slams-vile-hatred-48396.htm">Jaguar MD defends rebranding ad amid online backlash; slams 'vile hatred'</a>

Harsh Goenka joins critics of Jaguar's rebranding campaign

Deepinder Goyal's recent Chief Of Staff job offer with a Rs 20 Lakh catch, appearance on The Kapil Sharma Show with his wife and viralised videos of his stint as a delivery executive, are a testament to the growing trend of CEOs embracing personal branding as a key tool for marketing. As the founder and CEO of Zomato, Goyal is part of a cadre of celebrity entrepreneurs — ranging from Elon Musk in the US to Ashneer Grover in India — who have effectively harnessed their public personas to solidify their influence. Whether their personal influence elevates or devalues their companies and brands depends on the nature and scale of their exposure. 

Having said that, the rise of the founder/CEO as a public figure is reshaping the business landscape. Founders like Goyal have become not just the face of their companies, but symbols of the company's values and vision. The result is an emotional connection with customers who see beyond the product. In contrast, some founders, like Sriharsha Majety of Swiggy, prefer to maintain a quieter, more reserved public presence. 

While both types of personas have found their own audiences, experts warn that the risks of being the loudest voice in the room often outweigh the advantages. High-profile founders like Musk, whose controversial actions have frequently made headlines, risk overshadowing the very companies they seek to promote. Tesla's fluctuating reputation, tied closely to Musk’s personal behavior, serves as a cautionary tale.

In contrast, figures like Steve Jobs and Ratan Tata had successfully woven their personal brand into the fabric of their companies, reinforcing both their legacies and the businesses they built. Their charisma and commitment to quality became integral to their brands' identities.

<a href="https://www.storyboard18.com/brand-makers/marketing-gimmick-gone-wrong-zomato-founder-faces-backlash-for-chief-of-staff-job-offer-48081.htm">Read more: Marketing gimmick gone wrong?: Zomato founder faces backlash for ‘chief of staff’ job offer</a>

Lloyd Mathias, an angel investor and independent director, points out that while high-profile CEOs have long been a fixture in the West, this trend is relatively new in India. However, as startups proliferate, founders’ personal brands are becoming more deeply embedded in the fabric of their businesses. Whether it’s Grover, the former founder of BharatPe, Vijay Shekhar Sharma of Paytm, or the Kamath brothers of Zerodha, Indian founders are increasingly using social media as a tool to fuel business growth and visibility.

The evolution of the founder as a brand ambassador is not a new concept but has been amplified by the rise of social media and entertainment TV shows. Entrepreneurs across generations such as Richard Branson and Musk have transcended their roles as business leaders to become public personalities with vast followings. In India, family-owned dynasties like the Birlas, Ambanis, and Muthoots have similarly cultivated powerful public images.

<a href="https://www.storyboard18.com/brand-marketing/zomatos-food-rescue-feature-sparks-mixed-reactions-online-47038.htm">Read more: Zomato's 'Food Rescue' feature sparks mixed reactions online</a>

However, today’s "digital-native" founders, with diverse backgrounds and expertise, are keenly aware of how personal branding can amplify their businesses. Anup Sharma, a PR and strategic communications consultant, notes that these new-age entrepreneurs understand the power of social media and see personal branding as essential for building trust and visibility.

The Double-Edged Sword

While a CEO’s celebrity status can enhance brand visibility, it can also pose significant risks. The more a brand is associated with its founder, the more vulnerable it becomes if that figure faces personal controversy or public scrutiny. The downfall of high-profile leaders such as WeWork’s Adam Neumann, BharatPe’s Ashneer Grover, and Vijay Mallya of Kingfisher Airlines exemplifies the dangers of putting too much emphasis on the individual rather than the company itself.

Rutu Mody Kamdar, founder of Jigsaw Brand Consultants, warns that when a CEO becomes the face of the brand, any personal misstep can tarnish the entire business. Furthermore, this intense personal connection can create challenges when a founder steps back, potentially leaving a brand in limbo.

The Upside: Authenticity and Trust

Despite the risks, the benefits of strong personal branding are clear. A charismatic founder or CEO can humanize a company, creating a relatable narrative that fosters consumer trust. According to a LinkedIn study, 56% of professionals are more likely to make a purchase when an executive is active on social media, and 66% are more likely to recommend the brand. When founders share personal stories and challenges, they create a sense of authenticity that resonates with customers.

Founders like Aman Gupta of boAt, Anupam Mittal of Shaadi.com, Ghazal Alagh of Mamaearth, have successfully positioned themselves as thought leaders, using their visibility to build trust and loyalty in their respective industries. By presenting themselves as relatable, authentic figures, these leaders have turned their brands into much more than just companies—they’ve become movements, guided by personal values and mission. Yet, the threat of over-exposure looms large for all. 

The Balancing Act

Chetan Mahajan, founder and CEO of The Mavericks, emphasizes that public relations (PR) plays a crucial role in shaping a CEO’s personal brand. A successful PR strategy ensures that the founder’s narrative aligns with the brand’s story, maintaining authenticity while enhancing the company’s reputation.

The key, Mahajan argues, is balance. “There’s no definitive ‘right or wrong’ persona for a founder; what matters is ensuring the brand has a soul and a relatable purpose,” he says. 

Founders must take care to avoid overexposure, remembering that their role is to serve as custodians of the brand—a delicate balance that requires authenticity, humility, and a relentless focus on the long-term benefit of the company.

The crux of the matter, experts suggest, is clear: while a founder’s personal brand can be a powerful tool for business success, it must be wielded thoughtfully. The best CEOs understand that their role in brand-building is not to chase celebrity and fame, but to focus on authenticity, innovation, and long-term value.

Dynamic Deepinder vs Reclusive Majety: The fine line between influence and overexposure

Zomato CEO Deepinder Goyal has revealed that over 10,000 individuals have applied for the Chief of Staff position announced on November 20, despite the role's unconventional terms sparking significant backlash online.

Read more: <a href="https://www.storyboard18.com/brand-makers/zomato-ceo-deepinder-goyal-seeks-chief-of-staff-with-a-unique-offer-48027.htm">Zomato CEO Deepinder Goyal seeks 'Chief of Staff' with a unique offer</a>

The Gurugram-based position, which gained widespread attention on social media, requires candidates to pay a Rs 20 lakh fee and forego a salary for the first year. Instead, Zomato promised to donate Rs 50 lakh—equivalent to the typical first-year salary for such a role—to a charity chosen by the selected candidate. Starting from the second year, the successful applicant would receive a competitive salary of over Rs 50 lakh annually.

While Goyal described the opportunity as ideal for individuals driven by purpose, the announcement faced a storm of criticism online. 

However, he mentioned there were a mix of well-thought through applications, between 'those who have all the money', 'those who have some of the money,' 'those who say they don't have the money,' and the ones 'who really don't have the money.'

<blockquote class="twitter-tweet">Update 2: we have over 10,000 applications, a lot of them well thought through, mixed between - 1. Those who have all the money 2. Those who have some of the money 3. Those who say they don’t have the money 4. Those who really don’t have the money We will be closing the… <a href="https://t.co/8a6XhgeOGk">https://t.co/8a6XhgeOGk</a>&mdash; Deepinder Goyal (@deepigoyal) <a href="https://twitter.com/deepigoyal/status/1859484304683958318?ref_src=twsrc%5Etfw">November 21, 2024</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

Social media users called the job offer "another marketing gimmick" and a "bad idea," questioning the ethics of asking candidates to work without pay while requiring a significant upfront payment.

In his latest update on Thursday, Goyal shared insights about the applicants and confirmed that the application process would close at 6 PM. "Stay tuned for update 3," he added. 

Read more: <a href="https://www.storyboard18.com/brand-makers/marketing-gimmick-gone-wrong-zomato-founder-faces-backlash-for-chief-of-staff-job-offer-48081.htm">Marketing gimmick gone wrong?: Zomato founder faces backlash for ‘chief of staff’ job offer</a>

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