In a rapidly transforming digital landscape where influencers are reshaping brand strategies and consumer choices, Sahil Chopra, Co-Founder and CEO of iCubesWire, highlighted a critical issue facing the influencer marketing sector in India, a growing decline in trust towards influencers and content creators. He emphasised that the industry’s current challenge, and potential opportunity, lies in finding effective ways to restore trust and relevance in influencer content.
As per an iCubesWire survey of more than 10,000 consumers, 53%, do not trust influencer content at all, while 23% are moderately trusting, 11% quite a bit, and 13% completely trusting. The survey highlights the fact that there is a need for moderation to ensure that consumer trust is maintained and the content being generated remains relevant in the long run as well.
To unite the industry, iCubesWire has introduced the second chapter of the India Influencer Conclave, marking an industry-moving and binding step.
In a conversation with Marketing Mind, Chopra emphasised that the idea for India Influencer Conclave originated about two years ago, during a time when influencer marketing, both in India and globally, was rapidly becoming mainstream. There has been a significant shift, with an increasing percentage of marketing budgets being allocated to influencers. While this trend doesn’t apply to every brand equally, it’s clear that many brands now dedicate a portion of their media and overall marketing spends to influencer campaigns.
“Recognising this trend two years ago, we felt a strong desire to help drive the industry forward. Our intent has always been to contribute to the growth of this space. Of course, as a brand, iCubesWire has greatly benefited from this shift, and the India Influencer Conclave has played a role in that success,” he said.
“The idea was initially to host workshops or events where we bring together leading brands, some of the largest players in influencer marketing, along with influencers, platforms, and other relevant parties, to create a space for sharing ideas, discussing challenges, and exploring opportunities. This is how the India Influencer Conclave was born,” he added.
For iCubesWire, Chapter one of India Influencer Conclave, held last year, exceeded all expectations, gaining far more momentum than they had anticipated. Chapter 2 now comes with even greater opportunities, even before the event has gone live.
Chopra said, “We have received five times more bookings than our available capacity, which shows just how much excitement the event has generated.”
“Looking ahead, we have already confirmed Chapter 3 of India Influencer Conclave for February 21 in Mumbai. In addition, we are launching India Influencer Conclave City Chapters, which will allow us to maintain momentum without waiting for months for the next major event. We will hold smaller, more localised chapters in different cities each month, bringing the community together for half-day events. While these won’t be on the same grand scale, they will keep the movement alive and sustainable,” he stated.
Chopra went on to say that Chapter 1 of the event, in hindsight, was a bit naive. It was a learning phase and the structure reflected that.
“Despite this, we had notable names like Chetan Bhagat, one of India’s most renowned authors, and Mandira Bedi, representing Bollywood and the celebrity side. Content Creators like Technical Guruji, Nitibha Kaul, and RJ Kisna also contributed to the event, which had a significant element of fanfare,” he said.
“Chapter 2, however, is shaping up quite differently. While we still have celebrities like Rannvijay Singha and others, it is more focused on content and context. This time, we are aligning the event more closely with where the industry stands, emphasising influencer marketing over pure fanfare. Although there will still be glamour, a red carpet, and strong partnerships, Chapter 2 will be more subject-driven, catering to attendees and brands who are keen on diving deeper into the influencer marketing space, rather than just the glitz and glam,” he added.
Right now, the focus will shift toward addressing more pressing and emerging topics in the market and industry. For instance, vernacular content is a major point of interest, with brands not just seeking influencers, but specifically looking for local influencers who understand specific regions and languages.
This is set to be a key topic during the India Influencer Conclave. Similarly, other such opportunities will also be explored. Overall, Chopra said, he expects this conclave to be much more context-driven, and believes that the deeper they delve into these contexts, the more effective the outcome will be.
Regarding the event’s sponsors for this year, he stated, “Our largest partner is NDTV, serving as the media partner for the event. Additionally, a few consumer brands have come on board, along with several digital platforms looking to leverage the event for visibility. The event has attracted a wide range of brands from various industries and major names like Pepsi, Coca-Cola, and MakeMyTrip are on board, along with InfoEdge. There is strong representation across sectors, with brands such as BVLGARI, MRF, Reckitt Benckiser, Kotak Mahindra Bank, Samsung, and Air India also participating. It’s clear that no industry is left out of the event.”
When asked about the inclusion of micro and nano influencers at the India Influencer Conclave, alongside leading influencers, Chopra emphasised the significant value these smaller influencers contribute to the event.
He mentioned that the event is designed to accommodate a maximum of 200 attendees, with an expected 50-50 split between influencers and brands. Among the 100 influencers, the presence of some very prominent names from both YouTube and Instagram is anticipated. In terms of micro and nano influencers, around 25 to 30 of them are expected to be a part of the Conclave.
Chopra highlighted, “These influencers are in high demand, especially within specific categories. For micro and nano influencers, the event offers immense learning opportunities. They will have the chance to hear from top brand marketers, including marketing heads from MakeMyTrip, Coca-Cola, and Air India, gaining insights into how these brands think and strategise. It’s an invaluable opportunity for them to learn from top influencers, understand the challenges brands face, and explore new opportunities emerging in the market.”
Furthermore, explained, “Influencer marketing space is evolving rapidly. iCubesWire regularly conducts surveys, and you may have come across the one where 53% of consumers expressed distrust in influencer content. This shift brings a few key issues to light. First and foremost is trust and relevance. It’s something we keep discussing, whether I am on Instagram, Twitter, or any other platform, I see the same influencer promoting multiple brands in every direction, which diminishes trust.”
The major challenge, and also an opportunity, for the industry is how to bring into picture trust and relevance when it comes to influencer content, he stated.
Chopra emphasised that secondly, the industry must differentiate between advertising and actual influence. It doesn’t make sense for a celebrity to charge more money to promote a car which costs less than his or her fee, because the audience sees right through it and won’t believe it.
Consumers are becoming increasingly savvy, they understand when influencers are paid, much like a newspaper ad where it’s obvious the brand paid for placement. Content needs to feel more genuine, and the influencer’s connection with the product has to seem authentic to avoid being dismissed as just another paid ad, he mentioned.
“Third, vernacular influencers are gaining significant traction, especially in regional markets. These influencers may not have millions of followers, but the ones they do have are highly engaged and genuinely connect with the brand. This is a growing trend that should not be overlooked. Additionally, while we are seeing more category-specific content creators, there is still room for improvement. Brands need to align with influencers who are truly relevant to their product or service to build stronger connections,” he said.
“In conclusion, trust, relevance, vernacular influence, and distinguishing between paid ads and real influencer content are all factors that will shape the industry by 2025, potentially giving it the wings it needs to soar to new heights,” Chopra added.
Furthermore, he went on to say that with the internet being nearly free across the country, access has become widespread. However, penetration continues to rise as more people, from various age groups, join the social media wave. For instance, there is now even a category called granny influencers, and one of the biggest in that space will be attending the India Influencer Conclave.
He pointed out, “Looking at the industry’s trajectory, it’s hard to pinpoint a single direction for its growth. Over the next 2-3 years, growth will be happening in all directions, left, right, and centre. However, this growth needs to be moderated, and that’s where events like these, along with other initiatives, play a crucial role.”
Chopra, while discussing iCubesWire’s long-term goals, said that they aim to position themselves as a major player in the influencer space, which has become a core focus for them.
“Our platform, Influenzee, not only facilitates running influencer campaigns but also enables comprehensive tracking. It’s a robust platform, and our goal is to further enhance it through both the event and our technology, with the vision of expanding our reach in the influencer ecosystem,” he said.
“Additionally, our DSP has been instrumental in driving performance marketing, and we are looking to strengthen this as well. Over the next 18 months, our focus is on consolidation. We have experimented with various strategies over the past few years, some successful, others less so. Now, we are committed to becoming a leading force in both the influencer and performance marketing sectors in the near future,” he added.
