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

The report states that brands have started using influencer marketing more seriously with 54% of the influencers claiming that they have collaborated with up to five brands in a month

The pan-India survey that included metros and tier 1, 2, and 3 cities across 200+ influencers shows ~89.5% influencers witnessed a dip in engagement on their content since ASCI's guidelines went live

Ramya Ramachandran, Founder & CEO, Whoppl, puts down a checklist brands and agencies must follow in order to collaborate with genuine influencers

The brand has taken the influencer marketing route a bit differently. The influencers raise awareness about the new service and guides customers on how they can make the most of the ‘digital salon'

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

Agencies that are registered with the programme can get full access to Qoruz influencers, and also enlist and onboard their teams

Abhishek Aggarwal, Co-Founder and CEO, Trinity Gaming, writes that of all influencers, gamers are known to have the best audience engagement. Content creators play games and entertain their audience. Their fan base is largely between ages 15 and 30, which is the most targeted demographic in advertising

BuzzInContent caught up with Kaul, Head, Personal Health, Philips to talk about their influencer and digital content strategy to promote the Philips OneBlade razor. He talked about the brand's collaboration with TVF and the usage of celebrity influencers to amplify the campaign #KhulKeBolo

Dettol has curated 100 stories of Covid protectors from across India and carried them on 4 million liquid handwash packs, replacing their logo with the protectors' images to honour their selfless contribution. They have roped in 1000s of influencers, who are encouraging their followers to recognise the efforts of the ‘protectors' around them

The 15,000 sq ft studio space in Mumbai and Delhi offers a dance studio, VFX studio, photo shoots and various other facilities that will help influencers create good quality content

While the influencers highlight the risks of smoking, they are seen giving friendly advice and do not come across as preachy, which can be a major put-off for youngsters. That's where this campaign scores

New features include finding lookalike influencers and past influencer-brand collaborations through a deeper understanding of influencer content, which is likely to take Indian influencer marketing to the next stage

Many influencers and brands have paused influencer marketing activities during these unprecedented times. Even if influencers continue to collaborate with brands, they should stay clear of sharing content that comes across as selling a product. Instead, they should create content that positively distracts consumers from the stress

Children are often featured in their parents' influencer marketing campaigns. But now they are becoming influencers themselves. BuzzInContent.com spoke to some influencer agencies to understand what goes behind these campaigns

The influencers will invoke nostalgia and revive childhood memories during lockdown 2.0 by using Rasna as an ingredient to make multiple recipes

Though the brand is not very active on Instagram, it has kept up with the times and rolled out an influencer marketing campaign as part of the #LetsUnstereotypeIndia. Through the choice of relevant influencers, the campaign questions deep-rooted prejudices in society

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