Influencer Krishna Shroff talks about getting fit

Influencer Krishna Shroff Talks About Getting Fit

(MENAFN- IANS) By Tanya Banon

New Delhi, Aug 13 (IANSlife) Due to concerns with comfort and confidence, women used to avoid going to the gym or wellness centres to exercise. They used to be scared of fitness, but in today’s society, they are dominating it on a global scale.

MuscleBlaze, a sports nutrition company, recently launched their ‘Ladies Who Lift’ campaign, featuring Krishna Shroff. It also has an all-female collaboration song called ‘Ni Aar Di – Ladies Who Lift’, celebrate a woman’s undying spirit and enthusiasm for lifting. With this campaign it hopes to inspire more women to exercise and emphasises the benefits of doing so.

Krishna Shroff has made a career out of her enthusiasm for exercise and is the ideal example of a fit woman. Other notable women achievers from various backgrounds in the song, are fitness model Jyoti Solanki, para athlete Nisha Gupta, national medal-winning gymnast Parul Arora, athlete and entrepreneur Vaishali Bhoir, and former taekwondo player Shraddha Rangarh.

Reflecting on the latest campaign, Kaustav Paliwal, Business Head, MuscleBlaze said, ‘With this campaign we are expressing to ignite today’s superwoman’s fire to be fit, healthy and ace every aspect of their fitness journey despite the busy life they pursue. We not only support Ladies who Lift but have their backs to follow their dreams regardless of challenges that they may be facing. With this campaign, we hope to dispel the myth that consuming supplements and protein is a barrier to staying fit in women. We want to emphasize the relevance of nutrients for women, regardless of gender bias, with the anthem song, which features the iconic fitness buff Krishna Shroff.’

IANSlife spoke to Shroff about her fitness journey. Read excerpts:

What led you to embark on your fitness journey?

Krishna: Fitness is something I wish I had found at a much earlier stage in life, as it’s changed it forever. When I began my fitness journey about 5 and a half years ago, I did so because I decided I needed to do something transformational for myself. As I continued my journey, what really kept me consistent was not just the physical changes I was seeing in my body and the progression each week; it was also the mental shift I gained. It gave me a new-found sense of confidence, drive, and discipline that I had greatly lacked in my life before.

Lifting weights is mistakenly perceived to bulk women’s figures, however it does the opposite and chisels out slender and fit bodies, do you agree?

Krishna: It’s physically impossible for a woman to get as bulky or as big as a man would simply due to the fact that we don’t possess even close to the same amount of testosterone that they do. Lifting weights is a great way to build the physique you strive for, whether it’s to get bigger or gain lean muscle mass and look more shredded. However, the main culprit is your diet. Lifting weights, however, does in fact add more muscle mass to your body, and muscle takes up less space than fat does, making you look leaner as you get more toned.

Do you feel women in India are not as enthusiastic about their fitness as compared to the rest of the world and why?

Krishna: No, I don’t believe that. Fitness is, in my opinion, the most dynamic sector of the global economy right now. It includes both the present and the future. Women all over the world are focusing on their physical, mental, spiritual/emotional, and general wellness in addition to becoming more body conscious.

Abs are made in the kitchen, do you agree and what is your meal plan?

Krishna: 100 per cent ! The majority of the game is your nutrition plan, perhaps even 80 per cent. You won’t get the results you want if you work out hard in the gym but don’t supplement your workouts with the right food. Additionally, despite the fact that I hardly ever train my core, many people assume I am at the gym doing 1000 sit-ups. Heavy compound lifts like the deadlift, bench press, shoulder press, and squat all intensely engage your core and can greatly strengthen it.

In fact, MuscleBlaze’s #LWL campaign aims to connect with female audiences by raising awareness about the importance of nutrition while working out.

How does it feel to be a fitness influencer?

Krishna: It’s one of the most rewarding things in life! I consider myself fortunate to be able to impart knowledge and encourage healthier living among individuals all around the world. Your health comes first, and without it, nothing else matters. I will always be grateful that I discovered fitness.

I’m so excited to collaborate with MuscleBlaze for the #LWL campaign. Ladies Who Lift to me, is about both being empowered from within and striving to empower others around you. It resembles being the best version one can be, fueling yourself with what nourishes you to push boundaries, and setting your own goals every single day to see your body and mind’s capabilities. LWL brings strong, fierce women from diverse backgrounds together to help motivate and inspire others and I’m really happy to have gotten an opportunity to be a role model for so many women out there.

(IANSlife can be contacted at )




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Quitting Your Job To Become an Influencer?

Quitting Your Job To Become an Influencer?

The record-breaking number of people quitting their jobs since the start of the pandemic is referred to as The Great Resignation, a term coined in 2021. Many people have concluded that their work-life balance has become more essential after spending a significant amount of time working from home without commuting. Numerous studies have shown that the pandemic is the main cause of increasing burnout worldwide, including in India. Due to extended emotional and mental stress, most employees experienced burnout and tiredness, which is to blame for the significant turnover rates that businesses worldwide were forced to experience as a result of the pandemic.

Every week, another group of laid-off workers decides to try their luck in the social media work economy, another new job trend. In India, there are over 15 million influencer workers, and the industry is quickly changing to reflect the preferred working habits of millennials and Gen Z. Although employees were almost as likely to identify intangible elements connected to meaning, money isn’t enough by itself to keep them. Employees considering a career move placed job fulfillment and the ability to be one’s authentic self at work second and third, respectively.

Staff value flexibility at work more and more is preferable. There is a gap between employees’ perceptions and employers’ perceptions, as 29 percent of employees stated they would prefer full-time remote working but only 15 percent believed their business is likely to embrace this approach.

With shifting from hometown, settling in another city, increasing pollution and population, and sky-high prices of commodities. And stress build-up from office deadlines, workplace toxicity, and unrealistic deadlines are making many employees choose to leave their jobs and make a career on social media instead. It should come as no surprise that so many individuals desire to work as digital content creators or, even better, influencers, given the number of social media platforms available and the daily influx of millions of users. Flexi-working — short for flexible-working — has become crucial across the workforce in post-pandemic India. A flexible work arrangement includes, among other things, permitting an employee to decide when they start work, where they work, and when they call it a day. Simply said, it is their decision whether to work from home, in a cafeteria, or in the organized environment of an office.

Couple Ravneet Kaur and Pushppal Singh Bhatia, @THAT COUPLE THOUGH, Jalandhar-based Influencers have been producing internet reels since the beginning. During the pandemic, they had a significant increase in their fan base, which has continued to grow.

“Our path to becoming influencers began as a hobby, but as our following grew and people began to take note of our account, we made the decision to turn it into a source of revenue. We started devoting more time to enhancing the caliber of our photos and films, and as a consequence, we collaborated with other companies,” she said, Ravneet Kaur, @THAT COUPLE THOUGH. Her husband Pushppal Singh Bhatia followed, “After Reels started, interest on the platform and followings skyrocketed. Increased brand engagements and rewards resulted from this. This has increased even more during the previous months, especially as a result of our increased visibility following the introduction of our content, he continued.

It takes genuine guts and vision to stand out in the age of social media influencers because there are many of them. To turn down free goodies and advocate for what you believe in requires dedication to your profession. It seems that a lot of people not only value what influencers do, but most social media users aspire to be influencers themselves. As an alternative, there is a group of experts who, as a result of their knowledge in a particular field, have become social media influencers.

They include business executives, thought-leaders, scientists, professors, and other professionals. These influencers have a social media presence and a platform to share their knowledge with a larger audience than if they had only written a book thanks to the internet and websites like Twitter and LinkedIn. Through their social media presence, these influencers may achieve slimline status and reap the benefits of enhanced professional recognition as well as other related professional advantages.

43 percent of millennials report having a greater level of confidence in influencers nowadays. Consumers enjoy hearing from outside sources, particularly when that source is someone they’ve gotten to know through social media and are willing to consider their opinion or advice. Social media influencers have huge fan bases on open platforms, which keep up with consistent posting. Influencers on social media are routinely contacted to promote products by businesses. Hence, the monotonous life from a 9-5 job in a corporate den is on the decline and people are embracing their freedom and passion while being on social media platforms.

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How to Charge Your Worth as an Influencer

How to Charge Your Worth as an Influencer

Understanding how much to charge as an influencer can be a daunting task. Rates can vary per campaign pending various factors, including, but not limited to deliverables, usages, exclusivity and term length. From the hundreds of conversations I’ve had with influencers, the most popular question across the board relates to fees. Many of them undercharge due to a lack of knowledge and a brand’s “limited budget.”  

Agencies and brands cast influencers within their programmes to help support a purchase decision while leveraging the creator’s reputation, audience, expertise and knowledge. Due to the saturation within the marketplace, it is very important that influencers find ways to differentiate themselves and their business. A few things influencers can consider when pricing their brand’s worth would be:

  1. Knowledge and reputation – Influencers who do the research, and learn the data behind each product and service not only become authorities in the space but prove to have a higher impact on their audience’s decision to purchase. Influencers’ reputations and perspectives are key in differentiating themselves and their business.
  2. Creative – Brands appreciate it when influencers not only have the knowledge behind the product or service but also have a creative opinion on what could be the most impactful way to market the content in a way that will resonate with audiences.
  3. Quality of content – An influencer can charge premium rates when they’re able to provide a brand or company with high resolution, and high-quality video and images. This not only sets them apart in a creative way, but it allows opportunities for the brand to come back to the influencer for additional paid services like – paid usage rights, renewals, and extension of the partnership. 

Furthermore, influencer assets are now being used for various marketing initiatives that don’t just include posting on the talent’s channel, including print, in-store, out-of-home, in-app etc. Creators can now leverage their production skills to create assets solely for agencies and brands to use for their social and digital channels, and not even post on their personal platforms.

  1. Analytics – Having strong engagement, impressions, reach, and conversion is key in negotiating an influencer’s rate.  When a brand can calculate their return on their investment, they are more likely to meet an influencer at their premium rate, especially if they are strong converters.

I implore content creators to do their research to understand market value and leverage their network and community to understand what others are charging. I think pay transparency across the board is necessary for all parties involved, to create an equal and fair marketplace.

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hailie jade

Eminem’s Daughter Is A Podcast Star And Instagram Influencer

By Rick Gonzales
| Published

hailie jade

Being the daughter of Slim Shady can’t be easy. But if you were to ask Hailie Jade Mathers, it wasn’t bad at all and in her eyes, it was just “normal.” What isn’t “normal” about life on the tour bus of Marshall Mathers, aka Eminem? Okay, Hailie Jade didn’t spend her entire childhood on her father’s tour bus and as you’ll soon see, she did live a fairly normal life, despite a father who battled his own demons and a mother whose similar issues continue to be a constant fight. Maybe it is because she has had to live through all her parents’ trials and tribulations that Hailie Jade has kept to the straight and narrow. Let’s see if we can figure out what Hailie Jade is all about.


The simple fact that Hailie Jade is the daughter of Eminem, one of the most influential rappers to ever hit the industry, would lead one to believe she grew up in private schools and privileged. True, she may have been on the receiving end of a bit of privilege, it is hard not to get some when your father is such an influence in the music industry, but Hailie Jade is carving her own path, regardless.

Haile Jade is a Christmas baby. Born on December 25, 1995, to Marshall Mathers and Kim Scott, she grew up in Detroit, Michigan. Her parents met in 1989 when the two were in high school. Apparently, Marshall left a lasting impression on Kim when they first met as he was standing shirtless on a table rapping LL Cool J’s “I’m Bad.” The die was cast. Kim and her twin sister had run away from home and after their first meeting, the twin sisters moved in with Marshall and his mother. They began their tumultuous relationship that year.

Although Hailie Jade was born in 1995, it wasn’t until four years later that Marshall and Kim were married. By that time, though, drugs became a constant way of life for both Marshall and Kim, culminating in Kim’s 2001 arrest for possession of cocaine. This was also the year when Marshall and Kim called it quits for the first time.

Kim was unable to put her drug use in the rearview and two years later she was arrested again for felony possession of cocaine, unsafe driving near a stopped emergency vehicle, and driving with a suspended license. Kim’s drug habit would follow her throughout her life.

As for Hailie, perhaps she was just too young to understand what was going on around her. Her parents became embroiled in a custody battle before they finally agreed on joint custody. The two would even give it one more try in 2006, but that second marriage only lasted a few months before Marshall filed for divorce once again.

The one constant thing surrounding Hailie Jade, which makes her journey and where she’s ended up even more remarkable, was the drug use by both of her parents. We’ve talked about Kim’s abuse, but Marshall’s was just as bad. In fact, as Eminem, his drug use was almost legendary. Drugs, rehab, drugs, rehab became his theme. Marshall says his habit began while he was filming 8 Mile. He was on set for 16 hours a day and only had certain windows to try to get some sleep. Someone offered him an Ambien and it worked. He then thought, “I need this all the time.”

Marshall says his drug habit wasn’t to get high but to feel normal. To feel this way, he needed to take an extraordinary number of pills. “I want to say in a day I could consume anywhere from 40 to 60 Valium,” he told Rolling Stone. “And Vicodin… maybe 20, 30? I don’t know. I was taking a lot of shit.”

During this time, Hailie Jade was living as normal a childhood as she could. Surrounded by her cousin Alaina Marie and her half-sister Whitney, Hailie Jade went to Cherokee Elementary School in Detroit before attending Chippewa Valley High School. Nothing fancy, nothing privileged. Well, there was this one time, but more on that in a bit.

Hailie Jade graduated high school in 2014 and from there attended Michigan State University in East Lansing, Michigan. She majored in Psychology and in 2018 received her degree from the university.


How Hailie Jade avoided walking the same path her parents did is somewhat amazing, but as she puts it via Insider, “I thought if I did anything wrong, I was a terrible human.” For this reason, she avoided anything and everything that had to do with drugs and alcohol. She didn’t even go to parties in high school. “I feel like everyone was doing that but I just didn’t,” she said. “I was so naive to all of it.” Hailie Jade was such a clean-cut young lady that she went only went to one of her high school football games after a run-in she had with a friend.

“One of my friends came up to me and talked right at my face and I was like, ‘Oh my God, you’re drinking,’” she remembered. “It hit me right in that moment, I was like, ‘I’ve gotta go,” she continued. “I thought that even being associated with anyone there that was drinking I was gonna get in trouble.” So, trouble was the very thing that Hailie Jade avoided.


When it comes to her parents, Hailie Jade has been through the wringer. In December 2007, the same month Hailie Jade was to turn 12, Marshall Mathers overdosed on methadone. Thankfully he survived and thankfully it was the final straw that finally set him on the road to recovery.

As for Hailie Jade’s mother, her drug habit never truly went away. Just last year, Kim attempted suicide by taking a number of pills. She had locked herself away in her bathroom, downed a bunch of pills, and cut herself. When a worried friend arrived, Kim wouldn’t open the door. The friend broke in and found Kim laying in a pool of blood, still able to talk, telling her friend not to call the police. Kim survived and has since been trying to fully kick her habit and is pursuing a career as a freelance illustrator.


Although Hailie Jade received her degree in Psychology, it hasn’t been her chosen profession. No, instead Hailie Jade has taken to the life of a social media influencer. Her Instagram game is a strong one and she is very much into fashion and beauty.

As you can see from her Instagram account, she loves to post anything and everything, whether it be clothes-related or beauty related. She has almost three million followers and her popularity only looks to be growing as she is stepping outside the clothing and beauty game and teaming up with her best and childhood friend for a new adventure.


They are calling it “Just A Little Shady” and it is the brand new podcast that Hailie Jade has started with her best friend, Brittany Ednie. During their very first podcast, the two best friends since childhood reminisced about Hailie Jade’s “normal” childhood when Hailie Jade asked Ednie if she wanted to come on her dad’s tour bus. “And I was like, ‘What’s a tour bus?’”, Ednie recalled, “And somebody was with us and they were like, ‘Hailie Jade, not everyone knows what a tour bus is!’”

To date, the pair has produced four podcasts and hope for many more. Normal? Well, maybe to Hailie Jade. It’ll be interesting to see where life takes the now 26-year-old daughter of Slim Shady. By the looks of it, though, she has a great handle on where she’s at, where she’s come from, and where she is going. Good for her.

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Want a successful influencer marketing strategy? Follow these three steps

Influencer marketing has taken the world by storm. More brands than ever are utilising authentic, “everyday people” to showcase their products and services with incredible results. Influencer marketing, as an industry grew from $1.7 billion in 2016 to $13.8 billion in 2021. This year it is projected to reach a whopping $16.4 billion.

With the overwhelming amount of product options and brands available for purchase, consumers are looking for ways to make confident purchase decisions. We want to feel like the people we relate to and trust are backing our choices and we want to feel like we belong to a tribe of people who use the same products and services as we do. 

However, planning and executing your influencer campaign isn’t always easy, but it can grow your business exponentially when done correctly. If you’re currently using influencer marketing, you should be getting results.

If you’re not, you really need to sit down, understand what is going wrong, and change your strategy. 

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Micro-influencers 'outperforming' those with larger followings

Micro-influencers ‘outperforming’ those with larger followings

Influencers with fewer than 100,000 followers are more influential than those with more than 1 million, a study has found.

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Influencers with fewer than 100,000 followers are more influential than those with more than 1 million, a study has found.

Influencers with fewer than 100,000 followers are having more influence on people than those with millions, a University of Auckland study has found.

Melanie Spencer, chief executive of social media marketing agency Socialites, said the industry was experiencing a swing towards using micro-influencers – those with 10,000 to 100,000 followers – in marketing campaigns.

“Vanity metrics of high follower numbers and ‘posey’ content has become frowned upon.”

Influencer marketing delivered 11 times higher return on investment that other internet marketing, and audiences were now wanting “real”, natural and authentic influencers, she said.

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“They are looking for the niche and the smaller influencers who truly engage with their audiences.”

It was a shift since influencers hit the social scene about 10 years ago.

Back then, creators who had a large following had a huge impact, but now content is more powerful than a popularity test.

Melanie Spencer, chief executive of Socialites, says in the last six months there has been swing towards micro influencers.


Melanie Spencer, chief executive of Socialites, says in the last six months there has been swing towards micro influencers.

“We’ve seen the industry move away from a posed, aspirational and a filtered world.

“Overly posed and contrived content just doesn’t fly any more, and we’ve moved into a far more authentic world with the rise of TikTok.”

A study on micro-influencing by University of Auckland associate professor of marketing Yuri Seo found those with a smaller platform were more effective than mega-influencers at encouraging followers to buy products if they were associated with fun, pleasure and excitement, such as premium hotels, restaurants, perfumes, or high-end electronics.


The Advertising Standards Authority has issued guidelines for so-called “influencers” – individuals who have large followings on social media. (Video first published September 2020)

“Big is not always good when it comes to social media influencer marketing. In fact, across all the tests we conducted, micro-influencers either completely outperformed mega-influencers or were at least as persuasive,” he said.

Seo and his fellow researchers found people perceived micro-influencers as more intimate and authentic, and these positive perceptions could rub off on the products they promoted.

They performed just as well as mega-influencers when promoting utilitarian products and experiences.

“Consumer psychology has previously taught us that this rub-off effect usually occurs only when people think about fun and pleasurable things and that it doesn’t occur when people think about practical and serious (utilitarian) things such as basic kitchen appliances, motels, or financial services,” he said.

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Influencer marketing is on the rise and here is all you need to know about it / Digital Information World

Influencer marketing is on the rise and here is all you need to know about it / Digital Information World

Social media plays a huge role in the overall branding of a company no matter how big or small. Whenever a social media influencer is chosen to endorse a new product, their review of it reaches hundreds of fans. Then, when those fans see that video or post of their favorite content creator checking out a new product and giving their review they instantly are attracted to it and most likely buy or consider buying this product, with the mentality that it makes them more like their favorite content creator.

A new report on the state of Business to Business and influencer marketing shared quite a lot of insights on business opportunities coming in the second half of this year and beyond that also. According to the report, Influencer marketing has been going in the right direction for most marketing people.

A new study from Lee Odden’s TopRank Marketing blog found that 86% of Business to Business (aka businesses that use other businesses as their middle man) have been successful with influencer marketing. By using influencer marketing most brands have started boosting their brand awareness and with its reputation as well. All this has led to sales increasing if not by a tremendous amount but increasing all the same.

Almost a third of businesses have said that their revenues have gone up ever since they got their products marketed by a social media influencer and 85% of people have the belief that the interest rates one has to pay while working with influencers will increase in the upcoming year because of Inflation, rising housing prices and much more.

The report answers the questions many people have about influencer marketing and also gives some solid advice on what are the factors to consider when picking an influencer to market your brand, so let’s dive in.

First things first, we need to know what B2B marketing is and how it involves Influencers. This specific type of marketing starts as a one-time deal but after checking the outcomes of this deal, most marketers are thinking of making it into a long-term deal based on the result and the performance of that specific influencer. The study surveyed marketing professionals and experts on their experience with Influencer Marketing and here are the results:-

• 86% of respondents said that it was either remotely or very successful for their company,

• 72% said that it helped them increase their brand’s reputation,

• 70% said that it helped in increasing awareness about their brand,

• 56% said that it helped them with creating new leads,

• 33% said that it was a direct source of revenue for their company.

Now arises the question of finding an influencer trustworthy enough to become a B2B partner with them. In this case, you need to see beyond basic things like followers and reach, according to the report.

According to professionals, when thinking of going into Influencer Marketing, you need to look above vain qualities like followers/subscribers and start thinking about relevance because audience size does not matter as much as audience relevance

Read next: Altas VPN Reveals That 2020 Was The Worst Year For Router-Oriented Cybersecurity Threats

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How Instagram influencers become enterprises, and what happens next

How Instagram influencers become enterprises, and what happens next

By the time Amber Fillerup Clark landed a major profile in The Atlantic in 2017, the blogger and Instagrammer had already spent seven years at the top of her game. Clark launched her blog—which has since been renamed but at the time was called Barefoot Blonde—in 2010, and quickly rose to the top of the mommy blogger ecosystem.

Today, more than a decade later, Clark has garnered 1.3 million Instagram followers, oversees nearly a dozen full-time employees, and Dae Hair, the beauty brand she launched in 2020, is the top-selling clean hair care line at Sephora.

But while Clark, and an entire generation of first-wave Instagram influencers, have evolved their businesses from image makers to brand builders, the social media landscape has also continued to change—and these days she’s feeling a pressure to pivot.

“It’s a shift right now, actually, and I’m spending most of my time on TikTok,” Clark tells Fast Company on a Zoom call from her home in Arizona. “Everyone is just shifting away from Instagram—I feel like if they don’t seriously change their algorithms back to what they were, Instagram is going to become obsolete, like Facebook.”

Not that Clark relies on social media for income any longer. In 2016, she parlayed her love of hairstyling into the development of a hair-extensions company, BFB Hair, and Dae Hair has been wildly popular since debuting two years ago. Some of the most in-demand products in the 14-SKU range—such as the vegan detangler and jumbo-size shampoos and conditioners—have repeatedly sold out since arriving on store shelves.

“I spend most of my time on my businesses, not on social media,” Clark says. “The time I do spend on social media isn’t necessarily for making money. It’s so important for brand awareness and interacting with the community I’ve been building over the last decade.”

In the nascent days of Instagram, which launched in 2010, hardly anyone could have predicted the platform’s future impact on the then-fledgling creator economy, which has since grown to an estimated value of $104 billion in 2022. Without the pressure of brand deals or monetization, early adopters were free to post candidly—and Clark attributes a great deal of her success to consistently publishing authentic content about her passions and interests.

“I think it came from a very authentic place,” she says. “These really are my true hobbies and I’m sharing them with you. I think when someone is actually sharing what they’re passionate about and you can genuinely feel their passion, it’s contagious. I feel like I’ve always done what I love.”

These days, an entirely new generation of creators (the term influencers is slowly fading out of fashion) embark on their careers with complete awareness of its lucrative potential. Since 2019, polls have shown that “YouTuber” is a top career of choice among most children and teenagers—and with pressure to accrue followers and win sponsorships with “brand-safe” content, for many years filtered and curated personas became the social media default. Until, that is, TikTok happened.

Short-format videos deployed via TikTok’s algorithm, which prioritizes content over creators, has catalyzed a new, more-authentic era in the influencer economy. A lower barrier of entry also means more people are in the game—and data-driven engagement metrics show that audiences and consumers prefer real and gritty over preened and pristine.

“There are so many people [on social media] now, it’s so saturated,” Clark says. But content also brings in audience eyeballs—and advertisers, including Clark’s companies, have flocked to new platforms to seek out new talent.

“You don’t have to be as big in order to make money,” she says. “It’s much easier now to get paid for doing this.”

And as the first wave of OG influencers transition to enterprise and become business owners, they’re turning around and investing marketing dollars in a new generation of social media content creators—because they know, firsthand, how authentic engagement can convert consumers.

“At Dae, we’re investing in so many micro-influencers and UGC content that comes from people who may not have big followings. We just really love their points of view,” Clark says. “I love that evolution of social media—how relaxed it is now and how nothing is off-limits. I think brands are so creative now. Their customers are at their fingertips, which creates so many possibilities. It’s definitely more fun, for sure.”

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TikTok to overtake Facebook in influencer marketing spend this year, YouTube by 2024 – TechCrunch

TikTok to overtake Facebook in influencer marketing spend this year, YouTube by 2024 – TechCrunch

Instagram may be worried about TikTok’s threat to its business, but in the near-term, it’s still far ahead when it comes to the influencer marketing dollars spent on its platform in the U.S. According to a new analyst report, Instagram is on track to capture nearly 3x the amount of influencer marketing spend compared to TikTok in 2022 — or $2.23 billion spent on Instagram compared with the $774.8 million spent on TikTok.

However, while Instagram is faring well against TikTok on this front, Meta’s other app, Facebook, is not as lucky.

The new data, which hails from analysts at Insider Intelligence (previously eMarketer), indicates that TikTok is now on track to overtake Facebook in terms of influencer marketing spend this year and will overtake the No. 2 platform, YouTube, by 2024.

Currently, YouTube is seeing $948.0 million in influencer marketing dollars spent on its platform in the U.S., ahead of Facebook’s $739.0 million. In addition, TikTok has already overtaken YouTube based on marketer usage for influencer-based marketing, the report notes.

Image Credits: Insider Intelligence

Instagram has been steadily adjusting its algorithm and feed to highlight creator content, recommended posts and advertising, despite complaints from users who want to see more of their friends’ photos and videos. But as Instagram tweaks how content is ranked in its main feed, some creators have worried their reach could be negatively impacted by the constant changes.

Last week, Instagram agreed to roll back some recent updates, which saw the app morphing itself into TikTok with a full-screen home feed and increased number of recommended posts, after two of the Kardashians posted a complaint to their Instagram profiles. Of course, mega influencer celebs like the Kardashians could lose out if Instagram shifts its algorithm to feature a greater number of smaller creators.

The report also points out that could be the eventual plan for Instagram, adding that the mix of influencers benefiting from this form of monetization has been shifting over time.

Specifically, Instagram’s feed adjustments would allow smaller “micro” and “nano” influencers, as they’re called, to take a large slice of the pie, it says. Nano-influencers are defined as individuals with 1,000 to 4,999 followers, while micro-influencers are individuals with 5,000 to 19,999 followers. These influencers are already benefitting on TikTok, which has been part of the app’s draw for creators.

The report notes, too, that marketing spend on smaller influencer partnerships has been growing quickly. This year, “nano” influencer spending will rise 220.5%, the analysts predict, while spending on “mega” influencers will grow only 8.0%. (Mega influencers have at least 1 million followers, as the firm defines it.)

Image Credits: Insider Intelligence


Marketers may also prefer working with smaller creators for a variety of reasons, including the fact that their rates are cheaper but their posts may have higher engagement rates.

They may be less likely to have their view counts elevated artificially through the use of fake views or bots, as well.

For what it’s worth, TikTok is often accused of having inflated view counts and is known to have lower limits for what qualifies as a view for marketers’ purposes. It’s said to count a view as soon as the video plays and counts rewatches as views. (Plus, some believe there are questions as to how much TikTok itself could be complicit in inflating views, given its owner ByteDance directly involved itself with making fake accounts in a prior app that was a sort of TikTok precursor.)

But this data doesn’t rely on view metrics, the firm told us. The forecast instead looks at spending on influencer partnerships by brand, including payments made to influencers or their reps, excluding non-cash payments (like free products or travel) as well as paid media.

“TikTok is surging in popularity for influencer marketing, but it’s still nowhere near Instagram in terms of spending or marketer adoption,” Insider Intelligence principal analyst Jasmine Enberg said. “That’s in part due to the higher prices Instagram creators charge for content, but also because of its wide array of content formats, most of which are now shoppable. Still, Instagram is trying to be more like TikTok so that it can attract smaller creators, which TikTok is known for. That’s key for Instagram to retain its lead in the influencer marketing space, especially as many creators on TikTok now boast follower counts that rival or surpass those on Instagram and YouTube.”

In total, the report estimates that 74.5% of U.S. marketers will use influencer marketing in 2022 and influencer marketing spend will rise by 27.8% to $4.99 billion this year.

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86% Of B2B Brands Find Success With Influencer Marketing

86% Of B2B Brands Find Success With Influencer Marketing

A research report on the state of B2B influencer marketing shares insight into business opportunities in 2022 and beyond.

Influencer marketing is working for the vast majority of marketers, according to the report.

The study from Lee Odden’s TopRank Marketing blog finds that 86% of B2B brands are successful with influencer marketing.

Through influencer marketing, B2B brands achieve results from boosting brand awareness and reputation to directly increasing sales.

A third of businesses report influencer marketing has led to increased revenue, and 85% believe interest in working with influencers will increase in the next 12 months.

The report answers questions about best practices and technologies, must-have qualities of a B2B influencer, and identifies key areas of future growth.

Here are some top highlights from the 60-page report.

Does B2B Influencer Marketing Work?

The maturity of B2B influencer marketing is similar to the evolution of content marketing in recent years.

After seeing success with one-off efforts, many brands are now integrating influencer marketing into their long-term strategies.

The study surveys B2B marketing and communications professionals about their results with influencer marketing:

  • 86% say it’s either moderately or very successful
  • 72% say it helped improve brand reputation
  • 70% say it improved brand awareness
  • 56% say it helped generate new leads
  • 33% say it was a direct revenue generator

Who Is A B2B Influencer?

How do you know if someone is authentic, trustworthy, and credible enough to partner with as a B2B influencer?

According to the report, you need to look beyond vanity metrics like followers and subscribers.

“Audience size matters less than audience relevance. The sheer number of followers isn’t as important to marketers as relevance, credibility and expertise. Those with a large audience can help with the reach of a campaign, but it’s vital to include more influential people with smaller audiences.”

When asked about the influencers they partner with, B2B marketers and communications professionals say:

  • Industry experts and analysts (77%)
  • Internal executives (56%)
  • Niche experts (48%)
  • Customers (46%)
  • Professional influencers (45%)
  • Employees (42%)
  • Prospects (12%)

Top Qualities Of A B2B Influencer

To learn more about the top qualities of a B2B influencer, TopRank Marketing asked survey respondents to rank a list of qualities as Essential, Nice to Have, or Not Important.

These are the results:

  • Relevance of audience (98%)
  • Audience sees them as trustworthy (87%)
  • Subject matter expertise (78%)
  • Values align with the brand (69%)
  • Influencer publishes on at least one platform (65%)
  • Ability to create content (54%)
  • Size of audience (49%)
  • Professional credentials (42%)
  • Advocate for our brand (33%)

Most Effective Types Of Content For B2B Influencer Marketing

The types of content survey respondents
find most effective show a trend towards interactive and multimedia collaboration.

Blog posts topped the list in the last report. In 2022, webinars are the clear favorite.

When asked what types of content are favored in the current B2B influencer marketing climate, respondents said:

  • Webinars (81%)
  • Social media (74%)
  • Blog posts (71%)
  • Recorded video (67%)
  • Interviews (62%)
  • Podcasts (52%)
  • Live video (48%)
  • Case studies (38%)
  • Industry (33%)
  • Interactive content (31%)
  • Third-party analyst (29%)
  • Social audio (22%)
  • Infographics (17%)

Top B2B Influence Opportunities

Although the B2B influencer marketing space is maturing, there’s still plenty of room for growth.

The report finds the most opportunity lies in strategy development:

  • Less than half of B2B marketers say they have a documented influencer strategy
  • 28% of businesses say they have an undocumented/informal strategy
  • 25% say they have no strategy at all

For more on what’s working in B2B influencer marketing, the free report is available here.

Featured Image: fizkes/Shutterstock

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