influencers
Micro-influencers: The new powerhouses of marketing
As brands seek genuine connections and targeted reach, micro-influencers are emerging as the key players in influencer marketing, delivering higher engagement and cost-effective solutions.
Should influencers pose as subject matter experts?
SOUNDING BOARD: As the growing trend of influencers dishing out advice online grows—be it across health, finance or food—Campaign asks experts whether this approach is marketing genius or risky territory.
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‘Vada Pav Girl’ and ‘Dolly Chai Wala’: Signalling the surge of India's regional social media stars
As audiences choose raw snatches of life from regional influencers over superficial content from influencers in urban pockets, a new medium for brand marketing has opened up.
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Brands tap more influencers from India's tier 2 and 3 cities for authentic, local content
Marketers in India are partnering with content creators in smaller cities due to the freshness of their content and relatively lower cost of collaboration.
TikTok study reveals five best marketing practices when working with creators
TikTok partnered with creator marketing platform CreatorIQ on the report, which reveals creator partnerships deliver maximum bang for buck on the scrollable platform.
Consumers prefer AI content from influencers, research suggests
More than half of consumers (60%) prefer creator content designed by generative AI, a new study has found.
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