AnyMind is an end-to-end commerce enablement platform for marketers, influencers and businesses. This will level up in 2022," said Gupta.Ī report on influencer marketing in India by AnyMind group, which owns AnyTag, counted fashion and beauty, arts and entertainment, food and beverage and games and gadgets, among the top influencer verticals. “Influencers are creating great content which brands are using on their own digital assets and on influencer channels too. The idea is to leverage content in the best possible ways by brands," said Shuchi Sethi, India lead at AnyTag, an influencer marketing platform. “Influencer marketing is actually content marketing now. The lines between content creators and influencers have blurred. It no longer works if they pick a product or a service, claim to use it, like it and urge consumers to do the same. What has also changed is how digital influencers are used. “Brands cannot make so many ad films so, they are increasingly using influencers to address this vast market," Gupta said. The rise of digital platforms has changed that. Everyone needs content that’s fresh and new," said Mehul Gupta, co-founder and CEO at digital media agency SoCheers.Įarlier, typically a brand would create 4-5 ad films and re-purpose them for all media. “The internet, social media platforms are very dynamic.
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