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

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

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

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

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

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

The recently released music video by Canadian-Punjabi artiste Tesher and American singer-songwriter Jason Derulo features the food-delivery app and was released just a day before the brand announced its IPO

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

The guidelines for influencer marketing, which are applicable from June 14, mandate a disclosure label for paid content. BuzzInContent finds out how a handful of influencers associated with big brands have been spotted flouting these rules

The quality of content is a function of input and with a creative block, there could be resultant delays in production and distribution of content. Sharing their personal experiences, content marketers and experts tell BuzzInContent how to deal with creative fatigue

In an exclusive conversation with BuzzInContent, Swarup, CEO, Founder, Chtrbox and Julie Kriegshaber, COO, Chtrbox, say that the acquisition offers 360-degree influencer-driven ad campaigns across TV, OTT, digital and app-based platforms that fully leverage the deep experience and knowledge of both teams. It offers an opportunity to drive more rapid development of social commerce business opportunities

Not just influencers or content creators, brands too have taken up the initiative to demystify BFSI content. With many applications, platforms, channels available, how can one ensure higher visibility and how brands can capitalise on it? BuzzInContent.com finds out

While content creators, agencies and brands largely welcome the norms, they say more influencers will push for paid engagements and fear a negative impact on organic content. They say nano and macro-influencers might have to rethink their content strategy

While human-interest storytelling certainly is a powerful way to evoke emotions, BuzzInContent asks experts why brands need to be more innovative and go beyond creating just human-interest storytelling if they want to beat the fatigue

To connect with consumers on a human level, brands often support causes and launch interesting content around these topics. Experts, however, warn that being a keyboard warrior to tackle real-life problems is an escape route for brands. They explain why a brand's narrative ought to be demonstrated by its actions

Man's Life aims to create space for a one-stop lifestyle destination for men, where advertisers have the dual benefit of editorial content and engagement. Starting with a video-first content approach, it plans IPs across entertainment, sports, lifestyle and auto content and will venture into podcasts too