“Authenticity is the lifeblood of influencer marketing,” Good Glamm Group’s Priyanka Gill

Priyanka Gill , group co-founder, Good Glamm Group and CEO, Good Media Co., spoke to Storyboard18 on how artificial intelligence (AI) is going to give access to new tools and technology that makes the process of producing entertaining, interactive content even easier.

“Just like Google searches made libraries of the world redundant when journalists and writers are doing the research, and to really basically do a Google search to get the kind of facts or data that you're looking for. Similarly, I think AI is a tool that we'll all be using to produce even better content,” she explained.

Gill recalled how her venture POPxo (now a part of Good Glam Group) executed one of the first-big influencer marketing campaigns with Puma back in 2016. Under the sports brand’s DO YOU movement, POPxo brought together over 200 of our POPxo bloggers and campus ambassadors along with PUMA to break the Guinness World Record of the most people to hold the abdominal plank position for 60 seconds.

“…and that is almost like the beginning of the marketing kind of in the country in many different ways. I remember going to all kinds of different brands and agencies and single influencer marketing is going to be the next big thing and there was a lot of skepticism about this new thing that was becoming influencer marketing. Cut to today and it has become an important mix of every single brand campaign. There is a wide acceptance of how influencers are able to drive positive outcomes for brands and campaigns,” she added.

Gill thinks that brands, agencies and marketing companies are going to find new and innovative use cases for influencers as well as really make it performance and results driven.

With influencer marketing becoming a massive marketing tool, the industry also needs organisation and regulation. Gill believes that accountability and regulation is a part and parcel of any industry growing up.

“We are seeing some government kind of white papers that are kind of coming out about what should be marked as sponsored content, etc. I think it's this part and parcel of any industry growing up that ratifies the good,” she added.

Talking about the need of authenticity when it comes to creating content, Gill said that authenticity is the lifeblood of influencer marketing.

“…and it is also almost the touchstone that decides what makes for a better influencer than the others. Influencers who hold on to the authenticity while still growing and scaling are the influencers who would win. So, there is no substitute for authenticity, because that's the way of finding that emotional and human connection with your audience,” she noted.

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