Backed by Chinese influencer marketing agency Top Social, the Bored Games platform aims to be more localised in its approach while taking care of user privacy. Discussing its content offering, Khetle, Business and Growth, Bored Games, says the platform's core proposition is quality over quantity and will soon foray into audio format

BuzzInContent.com talks to brands in the sleep category to discuss how they are building a credible relationship with consumers by speaking in their language through innovative content formats

The OTT space is growing at a galloping pace, but one must need to overcome challenges related to budgets, creativity, reach and engagement, and the client-agency-OTT player relationships

This ‘Made in India' sustainable, contemporary, ethnic clothing brand combines dance with marketing, in a very quirky and smart way, to sell their products on Instagram. Started three years ago, the brand now has a turnover of over Rs six crore. All this only by creating shoppable dance videos on Instagram that fetch on an average more than two million views each week.

In an interview with BuzzInContent, Sanyal said a combination of units needs to be considered while measuring effectiveness. On digital platforms, apart from the number of views, the quality and the stickiness of the content is also critical from a marketer's viewpoint

In the last part of the five-part series, BuzzInContent.com clubs together doubts and suggestions shared by all parties concerned regarding ASCI's draft guidelines to monitor influencer-brand collaborations

As the lines between organic and paid communication become more transparent, some experts feel micro-influencers with their limited reach might lose out while others say they could gain more attention from brands for their organic, opinionated reviews

While influencers feel the ‘due diligence' part could put pressure on them, they want the draft guidelines to help budding influencers with their strategies

While brands urge the council to draw a line between what is morally correct and what is legally bound, they say a few guidelines sound too harsh and can be tough. They fear influencer marketing will become just a reach medium after the guidelines are implemented

Although the final guidelines will be issued by March 31 and will be applicable from April 15, ASCI has not mentioned anything specific about agencies. In conversation with BuzzInContent.com, agencies point out the ambiguity regarding the branded content space and share how intermediaries will help in better dissemination of information among influencers and brands

In an interaction with BuzzInContent, Mishra, Head of Marketing for Personal Care and Hygiene, Godrej Consumer Products Limited (GCPL), talks about the increased focus on content marketing, the brand's content-driven initiatives, content strategy and plans to associate with content creators and platforms

Measuring effectiveness of content marketing has always been the Achilles Heel for content marketers. But as the field is evolving, agencies and marketers are coming up with near-accurate possible solutions to this biggest challenge in the content marketing world

In the second story of the series on finding solutions to challenges related to the measurement of content marketing effectiveness, marketers discuss how agencies, creators and publishers can work in tandem to reduce discrepancies in measurement metrics. They discuss if forming an institutional body help resolve this issue

Many marketers and content practitioners argue that if industry standards for measuring content marketing are put in place, it might help brands save time. On the other hand, a few say that there is no need for such standards, and measuring content marketing effectiveness depends on the objective of a content campaign

As PR companies enter a space previously dominated by digital and influencer marketing agencies, industry leaders feel the lines between the two are blurring and brands can benefit from both

The agency targets Rs 500 crore influencer campaigns by March 2022 and proposes to expand its operations to South-East Asia and the Middle East by March 2023

Content experts tell BuzzInContent.com how the size of a content team can impact a brand's objectives and lists what these teams should keep in mind to win big in content marketing

In a conversation with BuzzInContent.com, content experts list campaigns that will be etched in their memory for a long time and ones they wished they were a part of