The Influencer Economy’s Quiet Reset

Pankhuri on aftermath

Pankhuri on brands being careful

Pankhuri on scrutiny

Aman on brands backing out

Aman on problem with the video

Aman on diversification

Aman on creators launching businesses

Aman on in-person experiences 

Pankhuri on non controversial talent

Pankhuri on Moving Beyond Brand: Realistic?

Aman on brands being ROI driven 

Pankhuri on brand deals closing 

Pankhuri on cookie cutter creators

Pankhuri on two kinds of creators 

Conclusion

Credits

The influencer economy is undergoing a reset, not least due to recent controversies like “India’s Got Latent”. While the number of influencers and their content continue to surge, the brands are now curtailing their extravagant spends on them, exercising greater caution, closely evaluating creators and their content. The video of a controversial slip up, or a careless social media post may suddenly turn up to scuttle a lucrative brand endorsement. Are influencers adapting to survive? Hosts Dia Rekhi speak with Aman Garg, Director & Co-Founder of Ebullient Gaming India, and Pankhuri Harikrishnan, Founder & Director of Fetch Consulting, to explore the true impact of this industry shift and what it means for the future of influencer marketing.

Check out Dia’s other interesting episodes like: Move Aside Tech Bros!, Will Musk’s Starlink Finally Come to India?, The Economics of Terror, Devious Genius: The “Digital Arrests” Scam Pt 1 & Pt 2, India's CCTV Crackdown, and more!

You can follow Dia Rekhi on social media: Linkedin & Twitter

Catch the latest episode of ‘The Morning Brief’ on ET Play, The Economic Times Online, Spotify, Apple Podcasts, JioSaavn, Amazon Music and Youtube.

Credits: Republic TV, NDTV

The influencer economy is undergoing a reset, not least due to recent controversies like &ldquo;India&rsquo;s Got Latent&rdquo;. While the number of influencers and their content continue to surge, the brands are now curtailing their extravagant spends on them, exercising greater caution, closely evaluating creators and their content. The video of a controversial slip up, or a careless social media post may suddenly turn up to scuttle a lucrative brand endorsement. Are influencers adapting to survive? Hosts Dia Rekhi speak with Aman Garg, Director &amp; Co-Founder of Ebullient Gaming India, and Pankhuri Harikrishnan, Founder &amp; Director of Fetch Consulting, to explore the true impact of this industry shift and what it means for the future of influencer marketing. Check out Dia&rsquo;s other interesting episodes like: <a href="https://podcasts.apple.com/in/podcast/the-morning-brief/id1568661777?i=1000681794837">Move Aside Tech Bros!</a>, <a href="https://podcasts.apple.com/in/podcast/the-morning-brief/id1568661777?i=1000680080463">Will Musk&rsquo;s Starlink Finally Come to India?</a>, <a href="https://open.spotify.com/episode/5axSy18H6JYYBPK6UmDkXl?si=6da0cd85c58648a7">The Economics of Terror</a>, <a href="https://open.spotify.com/episode/2cdqa8IOuRYYW8AHNtExuo?si=fbe42201e81f4435">Devious Genius: The &ldquo;Digital Arrests&rdquo; Scam Pt 1</a> &amp; <a href="https://open.spotify.com/episode/3Z726TovfoqYoLYK5hKN7d?si=466f7c5c158d42ad">Pt 2</a>, <a href="https://open.spotify.com/episode/6VBiI39L2ExB0cKszrQ47v?si=363c8291f5ff4f87">India's CCTV Crackdown</a>, and <a href="https://podcasts.apple.com/in/podcast/the-morning-brief/id1568661777">more</a>!
You can follow Dia Rekhi on social media: <a href="https://www.linkedin.com/in/dia-rekhi-702438104/?originalSubdomain=in">Linkedin</a> &amp; <a href="https://twitter.com/diarekhiET">Twitter</a>
Catch the latest episode of &lsquo;The Morning Brief&rsquo; on <a href="https://www.etplay.com/etplay">ET Play</a>, <a href="https://economictimes.indiatimes.com/podcast?from=mdr">The Economic Times Online</a>,<a href="https://open.spotify.com/show/6PL5kfPbwURBEu6fHCVTOL?si=26ec0fbfa7134fea"> Spotify</a>, <a href="https://podcasts.apple.com/in/podcast/the-morning-brief/id1568661777">Apple Podcasts</a>, <a href="https://www.jiosaavn.com/shows/the-morning-brief/1/GNPiFQD2xpY_">JioSaavn</a>, <a href="https://music.amazon.in/podcasts/f378141f-9afb-495d-83da-9b08ec5047ac/the-morning-brief">Amazon Music</a> and <a href="https://www.youtube.com/@theetpodcasts">Youtube</a>. Credits: Republic TV, NDTV

To make sense of the week’s hottest stories in business, economy, politics and markets, journalists from the Economic Times chat with reporters and industry leaders in this thrice-weekly (Tuesday, Thursday, Friday) podcast.

The Morning Brief

Advertisement