Today, just about everyone is an influencer. “In a metro, those with over 1,000 followers become micro influencers, while in tier two and tier three cities, you only need more than 150,” says Irfan Khan, CEO and co-founder of Zefmo, an influencer platform. Interestingly, micro influencers are gaining value. Those who offer creative consistency and credibility give followers a reason to swipe up more often (on Instagram, adjudged the most important social network for influencer marketing in 2018 by a recent Linqia survey), thus affecting sales.
“Instagram and YouTube influencers grow the fastest. An influencer who used to charge ₹4 lakh per video has been able to amp up his price to ₹25 lakh in the last five months,” says Khan. However, in India, influencer marketing is still largely unorganised.
“Prices are determined by the influencer and the platform they use. The range can vary from ₹50 to ₹5 lakh per post,” says Sanjay Vasudeva, founder of Buzzone, an influencer marketing platform. But with the market picking up in the last four years, brands and influencers are devising new ways to stay relevant. “Brands like Puma and Paytm are trying to measure the last mile of connectivity; to measure how influencer marketing is affecting their sales. They are also looking for long term engagement, so that they become part of the influencer’s life.”
While a name like Miss Malini has stayed relevant in the influencer space for nearly a decade, new ones like Kayaan Contractor (@kayaancontractor) — who was at the Gucci Fashion Show earlier this month — are grabbing eyeballs from big brands. In the online space, constant disruption is the name of the game; here are five influencers to follow in 2018.
Anupriya Kapur, parenting and lifestyle
momontherun.in
Brands: Samsung, Google, L’Oreal Kérastase, Max Fashion, HDFC
Instagram: 57.4k followers
Kapur did not intend to become an influencer. When she started blogging in 2015, she only meant to share her experiences of running and meditation, which helped her overcome post-partum depression. However, within a year, adidas took notice and signed her on as an influencer. Since then, she has worked with a spectrum of lifestyle brands because, as she says, “I’m 36, I’m a mother, I travel — I just fit into a lot of categories that spend on products and services. My blog is an experience-based ad space. The brand content I put up is more personal than a typical ad, because I am the end-user.” Her Instagram feed is themed around her life, and comes interspersed with brand posts. “It’s not as easy as it looks. As an independent influencer, I do everything from pitching ideas, negotiating the price, to executing the whole campaign,” says the Gurgaon-based single mother.
Dev Dodia, photography and travel
@devdxb
Brands: Moto G6, Adobe lightroom, Adobe Creative Cloud, GoPro, Motorola India
Instagram: 47.4k followers
In 2015, a picture Dodia shot received recognition from Apple through Instagram, and was featured around the world. “It changed my life. I got paid for my work, awarded, and received collaboration opportunities from new and big brands,” says the 28-year-old iPhone photographer. The Mumbai-based content creator’s work as an influencer gives him access to new gadgets in the market and updates to software. Work usually finds him — either through influencer platforms or brands approaching him directly. But, recently, he has also begun pitching ideas to international travel agencies, so that, through work, he can explore new places and create content. “It is hit-or-miss if you pitch directly. I usually approach them on Instagram so they have direct access to my work,” he says.
Sarah Hussain, food
@zingyzest
Brands: Pepsi, Maybelline New York, Hyatt, Westin, Taj Group, Meridian
Instagram: 156k followers
Three years ago, when Hussain was getting a political science degree from Delhi University, she had time on her hands. She used it to explore new places to eat, and posted her food trails on Instagram. Within three months, she had over 1,000 followers and the attention of local restaurants. “I never thought it could become so big. When people started inviting me to try their food for free, it was a completely new concept. Now big brands pay me for the same!” says the 22-year-old excitedly. While street food engages her followers, luxury dining invites brands to work with her. Striking that balance, she says, is key. “Instagram is my main platform. But I’m everywhere — on Facebook, Snapchat, YouTube, Twitter, Zomato and Tripadvicer — because the brands want to be promoted in these spaces and I charge for every post.”
Nikunj Lotia, entertainment
Be YouNick
Brands: Gillette, Tinder, Bookmyshow, Sprite, Ferns N Petals
Instagram: 329k followers; YouTube: 1.77 million subscribers
For the last couple of years, whenever Lotia, 28, steps out in Mumbai, he wears a biker mask — to prevent getting mobbed! The former freelance bartender started making YouTube content in 2013 because he “wanted to shoot videos for fun”. In 2016, when his parody of a Mauka Mauka T20 World Cup video got more hits than the original, he started receiving the attention of brands. “Back then, the understanding between brands and YouTube was very different; we were still figuring out our terms of engagement. YouTube revenue in India is not great considering how much we spend on production; brand collaboration is the best way to monetise,” he says. In the last year, he has also been active on Instagram, with brands like Hero and Brand Factory approaching him there.
Prajakta Koli, entertainment and lifestyle
MostlySane
Brands: Yatra, Jack and Jones, Kingfisher, Apple, Samsung
Instagram: 517k followers; YouTube: 1.73 million subscribers
“Three years ago, I was a failing radio jockey. Around the same time, I found YouTube,” says Koli. The chirpy 24-year-old was spotted by Sudeep Lahiri of One Digital Entertainment, a multi-channel network, who suggested she make videos since she has a fun personality. “The term influencer came in later. I liked comedy and acting; I just started out as someone trying to find her feet with a new platform. I borrowed my dad’s old camera to shoot videos in my room initially,” she giggles. Unlike most influencers who work with multiple influencer platforms, she only works with One Digital. “Contractually, I am the creative partner and they take care of my PR, Sales, Marketing, etc.”
Malini Agarwal
Digital influencer (@missmalini), TV host, entrepreneur and author
“Influencer marketing has become a full-fledged industry; the big change, however, is yet to come. There is no real substance to a double tap on Instagram. People are lonely on the internet, and they don’t want to passively watch people living their lives, because it is depressing. Our conversations will become more authentic and meaningful when we start talking to a smaller, more concentrated group of people who are interested and invested in what we are saying. The brands that understand this are looking for authenticity from the influencers.”
