Recent industry reports suggest up to 73% consumers are finding influencers vain and don't trust products they promote. While influencer marketing agencies negate the claims, they agree this should act as a wake-up call for the medium to focus more on creativity and not make content look like ads. They suggest ways to sustain influencer marketing in the long run

Moment marketing has been a buzzword among agencies and brands for quite some years now. But is churning content for every occasion really a strategy or does it dilute a brand's message? BuzzInContent finds out why latching on to every conversation can backfire for a brand and when moment marketing can turn into spamming for consumers

BuzzInContent caught up with brands and agencies to discuss how the right content marketing strategy will help brands engage with consumers at relevant touchpoints even when third-party cookies cease to exist

Netflix India has launched the promotional campaign just 10 days prior to the launch of Money Heist Season five. It features celebrities such as Anil Kapoor and Hardik Pandya and content in three different regional languages, giving Bella Ciao a desi twist

BuzzInContent caught up with Sonal Mishra, AVP, Marketing at Unacademy, to talk about the thought behind creating a music-led content IP

Putting the spotlight on the issue of elderly lonesomeness on World Senior Citizen's Day, the senior living community operator launched the #ReplyDontReject initiative with Bollywood actor Boman Irani. The campaign is conceptualised and executed by Famous Innovations

While content creators and platforms offering localised, regional and dialect-based content are on the rise and brands are equally open to collaborating with them, they come with a baggage of challenges associated with them. Content marketing practitioners discuss what brands must adhere to in order to overcome these challenges while interacting with the audience beyond metros through content

BuzzInContent.com caught up with Rohit Kapoor, Director (Marketing), Perfetti Van Melle India, to talk about the brand's strategy to celebrate Fresh Breath Day in collaboration with MTV India through a rap music video

In a conversation with BuzzInContent, Anand, EVP and Portfolio Head, Diageo India, talks about its brand McDowell's No. 1 overall content marketing strategy and how despite the minor hiccups, it was successfully able to find right partners for branded content

Regional and dialect-based content companies such as Slow Content, Nukkad by STAGE, Make Joke Of; Meme pages like Jo Baka; and content creators such as Super Sindhi and others are on the rise. This gives a huge opportunity for brands to engage and connect with the audience in Tier 2, 3 cities and metros in their cultural context

Though brands may not be able to exceed 2019 (pre-pandemic) investments in content, they are gearing up for the festive session in an aggressive manner. With a performance mindset towards content, they expect interactive and influencer-driven content to see excellent engagement this time

BuzzInContent.com explores how news channels need to go beyond set rules and formats of branded content in order to attract more brands

Chendira, Head of Advertising, Sales, South Asia, Discovery Inc, says that a client would want to move ahead with you to create more successful content-led campaigns only if you come out of the herd mentality

Rishabh Khatter, Studio Head, The Rabbit Hole, explains how the video content creation agency plans campaigns around movies and web series and what film marketers should not do if they want to promote their content

Though the influencer marketing industry is on the rise, it is struggling in terms of revenue generation because of competitive pricing and the absence of a standardised fee

Singh, Founder and CEO of the subscription-based online financial education company, says LearnApp is all game for content collaborations with agencies, creators and publishers and talks about his expectations from them

Content can be a huge differentiator for start-ups that are directly in competition with established players. Industry experts tell BuzzInContent.com what is empowering these new-age brands, which have created some remarkable content, to mould their content strategies and investments

BuzzInContent caught up with Gulati, Chief Marketing Officer of the global auto parts company, to talk about their focus on sports, content strategy for the Olympics and marketing during the pandemic