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Otohiko Kozutsumi

While the modus operandi of most brands is to rope in macro influencers to increase reach, there’s an inadvertent rise of micro-influencers taking over the digital marketing sphere.

Talking about the same, Otohiko Kozutsumi, Co-founder and Chief Commercial Officer of AnyMind Group said that currently, in India, micro-influencers are seeing more engagement. He added that although teaming up with well-known macro-influencers can bring in significant reach, there's a more personal connection with micro-influencers.

In an exclusive conversation with BuzzInContent, Kozutsumi also explained how virtual influencers can associate with commerce, and what unique opportunities they bring to the e-commerce landscape.

“E-commerce giants like Myntra have already adopted virtual influencers to represent their brand and convey the brand's communication. These virtual influencers have become so realistic that people feel like they are interacting with real influencers,” he said, referring to the online fashion brand’s virtual influencer, Maya.

“Since they are not human, they can work 24x7, making them ideal for live commerce. Recognising this, we have recently launched our own virtual influencer with capabilities to connect with the business of commerce,” he added.

On being asked, what types of influencers currently hold the maximum engagement in the Indian influencers' landscape, Kozutsumi said that micro-influencers generally experience greater engagement.

“Last year, I presented at an event on overall influencer marketing, emphasising the heightened engagement and potential of micro-influencers. While collaboration with widely recognised macro influencers might yield a substantial reach, the connection feels more personal with micro-influencers,” Kozutsumi said.

Acknowledging the time-consuming nature of partnering with numerous micro-influencers, he expressed that AnyMind aims to enhance productivity through a platform for in-person marketing to facilitate effective marketing efforts.

While speaking about the growth trajectory of the live commerce industry in India, Kozutsumi said that live commerce initially took root and flourished significantly in the Chinese market and even presently, it remains a massive component of the overall e-commerce landscape in China.

Notably, live commerce is on the rise in Southeast Asia as well. Looking ahead, the future of e-commerce is envisioned not only as a platform for online purchases but also as a space where consumers find appeal in watching videos and making purchases simultaneously. This consumer habit is becoming increasingly common, he stated.

Envisioning a big opportunity for live commerce in the Indian market, he said, “In the future, live commerce will be a big thing in India too. Currently, players like Amazon and Flipkart rule online buying, but live commerce is catching attention. It's likely to be appealing to Indian consumers who enjoy watching online videos because people tend to buy right after watching a video.”