The fight in influencer marketing is about recall, not just virality: Dot Media CEO

New Delhi: “The fight today is not about being viral; it is about being remembered.” With these words, Shubham Singhal, CEO, Dot Media, explained how today’s influencer marketing space, while being cluttered and unorganised, still has potential for immense growth. 

From bootstrapping an agency in Kanpur to scaling a Rs 100 crore revenue, Dot Media is powering up to make a place for itself in the influencer marketing space. To do that, the agency has a few tricks up its sleeves. 

In a conversation with BuzzInContent.com, Singhal showcased the areas where the agency is shifting its focus going forward. With a substantial influx of capital, the agency is primarily focusing on cementing better relationships with other agencies and brands. 

Dot Media is also foraying into new verticals and “looking to expand,” noting that the Rs 100 crore tag is etched to the agency. 

Desi Videsi

Bringing “Sphere of Influence” to the centre of discussion, Singhal stated that India is garnering global attention. The global sphere of influence transitioning towards India pushed the agency to incentivise international creators who are seeking to engage with the Indian market. Driven by an expansive social media audience, these creators act as a portal for the agency to access a global network. 

Laying down his plans for Desi Videshi, Singhal said, “We aim to establish dominance within this category, facilitating collaborations between foreign and Indian creators and promoting India as a destination. This initiative provides access to a global network.

For instance, should the Indian government seek to promote UPI in Brazil, our existing network of contacts and influencers would enable us to execute a targeted campaign.”

Singhal also noted the neutral geopolitical position of the country that is fostering healthy cross-border travel in this sphere of influence. Currently, Desi Videshi accounts for 5% of the total revenue of the agency. Going forward, Singhal is aiming at scaling this segment enough that it contributes 10-15% to the total revenue generated by Dot Media. 

Speaking on the hurdle in the way, Singhal pointed out language as a very significant challenge. In addition, payments to these creators is also an issue that Dot Media is trying to solve. 

“We're trying to find people on our team who can speak at least the four main South Indian languages: Malayalam, Tamil, Telugu, and Kannada. That way, we can better reach that big market. The same language problem exists in Europe too,” Singhal told BuzzInContent.com

Discussing the latter, Singhal said, “Another big problem is payments. Services like PayPal take a lot of fees, so we're looking for ways to use direct bank transfers instead.” 

Vertical micro fiction

Dot Media is also foraying into the micro-fiction segment with its vertical series named Unmatched. Made to be consumed on hand-held devices, the vertical series, Singhal claimed, has been produced the same way a conventional show is made. 

“We have a full-fledged team of writers, director, and crew in place to produce the vertical show. We have made it the way someone would make a show for Netflix,” Singhal said. 

Singhal expects fruitful collaborations around the show happening soon. “The first season goes as it is. But from the second season, there would definitely be collaborations. A lot of brands have the opportunity for plugins; OTTs may come on board,” he said. 

Currently, the show is being released only on Instagram, which, as a platform, “does not pay for such IPs.” 

The production of vertical micro-fiction is predicated on the theory that the attention span is declining drastically. And to stay relevant and more importantly “remembered,” projects like these are the need of the hour, as explained by Singhal. 

YouTube channels of Indian Cricketers

Dot Media is poised to launch a series of YouTube channels, each a personal window into the day to day activities of the Indian cricket stars. Think candid moments, training routines, and a glimpse of the person behind the player. 

While it is yet to be decided which cricketer will finally start the YouTube channel, in collaboration with the agency, Singhal walked us through the current stages of this project. 

“We are currently in the nascent stages of developing YouTube channels for select cricketers. Our initial focus involves discussions with potential candidates to gauge their willingness to share their daily lives with viewers,” Singhal said. 

He also mentioned that the agency is acutely aware of the fact that the success of these channels hinges on the cricketer’s personality. “We are very cognizant of which cricketers to choose. If they are not instinctively funny or reactive, the channel would not work, even if the cricketer has a big name,” Singhal told BuzzInContent.com. 

The move mirrors the trend of global sports icons like Cristiano Ronaldo leveraging the platform. The football star’s presence boasts massive engagement with more than 74 million subscribers. The agency expects to replicate the success with Indian cricketers, who enjoy a fervent fan base in the country. 

The agency plans to onboard four Indian cricketers initially, to gauge the success of the feat. 

Decoding the contemporary influencer marketing

Singhal drew attention to the fact that in today’s time, “it takes a lot of work and effort from the creators,” to make a content piece gain traction with the netizens. These efforts go into making a content piece remembered, rather than viral.

“The fight today is not about being viral, it is about being remembered,” said Singhal, setting the premise. As Singhal elaborated, Dot Media is trying to do work that is remembered. 

Another bullish trend that Singhal discussed was the rise of regional influencers. Brands are gradually inclining towards influencers in Tier-2, 3 cities and tapping into the creator space that is functioning there. “Aligned with this, we expect to see a lot of micro influencers working with brands,” Singhal stated. 

A notable statement that Singhal made was that “it is impossible to democratise the creator space.” Zooming in on this theory, Singhal explained that while myriad agencies may erupt trying to ease and simplify the creator management space, the fundamental human element of ‘sense of self-importance’ cannot be dialled down. 

“Regardless of technological advancements or efforts to democratise the process, the human factor remains. An individual with a million followers, recognised wherever they go, will naturally develop a heightened sense of self. This is an inherent human trait that cannot be eliminated,” Singhal noted.