Networking In Music

I want to share a perspective that might be unexpected: Influencer marketing may not always directly contribute to your sales. Here’s why Brands are treating the influencers like a human billboard. They hand over a script to creators to recite in front of the camera and expect the customers to love it. But it leads to the audience feeling disconnected not just from the influencer but also from the brand. A report stated that 72% of consumers unfollow influencers promoting products in an inauthentic way. I recently unfollowed an influencer whose sponsored content felt like a blatant advertisement, completely disconnected from their usual style and personality. A classic example is when Tata Tea launched “Fruski” in 2017 and did influencer marketing on Twitter(X) with different creators, one of which was comedian Biswa Kalyan Nath. He tweeted about the product but it was so plain and boring that it seemed to be scripted and didn’t sound like a comedian’s tweet at all. This led to a failure. The audience wants authenticity and value from the creators. But some brands forget this and force their product into the creator’s life and content. The right approach to influencer marketing is to identify creators where your product naturally fits into their content and lifestyle. An excellent example is how Noise leveraged Virat Kohli's love for Chhole Bhature and fitness to promote their brand in the #SunoDilKaShor campaign. At Vavo Digital | Influencer Marketing, our approach is to prioritize authenticity and value alignment. We integrate strategies that ensure the messaging resonates with the creator's audience and drives real impact. This includes: - promoting genuine conversations around the product or service. - conducting thorough research to match brands with suitable influencers - encouraging influencers to incorporate products seamlessly into their content By focusing on authentic collaborations, we aim to create a win-win situation for both brands and influencers, building trust and long-lasting relationships with their respective audiences. What’s a recent influencer’s branded content that you loved or hated? #influencermarketing #marketingcampaign #marketing

𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗷𝘂𝘀𝘁 𝗱𝗿𝗼𝗽𝗽𝗲𝗱 𝗮 𝗴𝗮𝗺𝗲-𝗰𝗵𝗮𝗻𝗴𝗶𝗻𝗴 𝗕𝟮𝗕 𝗰𝗿𝗲𝗮𝘁𝗼𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗿𝗲𝗽𝗼𝗿𝘁. 𝗛𝗲𝗿𝗲'𝘀 𝘄𝗵𝘆 𝗶𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀: They've released 20+ pages of research titled "Working with B2B Creators: Collaborate with Confidence". The findings confirm what we've been seeing in the field. 𝗧𝗵𝗲 𝗥𝗶𝘀𝗲 𝗼𝗳 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗜𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: LinkedIn has transformed from a professional networking site into THE trusted B2B creator ecosystem. The platform's investment in creator tools, combined with its unique position as the most trusted social platform for business content, has created perfect conditions for B2B influencer marketing to thrive. 𝟭) 𝗧𝗵𝗲 𝗗𝗮𝘁𝗮 𝗜𝘀 𝗨𝗻𝗱𝗲𝗻𝗶𝗮𝗯𝗹𝗲: • 82% of B2B buyers say creator content influences their decisions • 91% rely on industry influencers throughout their purchase journey • 59% prefer LinkedIn as their platform for creator content • Thought Leader Ads deliver 252% higher CTR than conventional ads • Video uploads increased 45% YoY, driving 63% of buying decisions    𝟮) 𝗪𝗵𝗼'𝘀 𝗗𝗿𝗶𝘃𝗶𝗻𝗴 𝗜𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲: • Industry Experts: 55% • Analysts & Business Leaders: 43% each • Customers: 33% • Employees: 29%    𝟯) 𝟲-𝗦𝘁𝗲𝗽 𝗙𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸 𝗧𝗼 𝗪𝗼𝗿𝗸𝗶𝗻𝗴 𝗪𝗶𝘁𝗵 𝗖𝗿𝗲𝗮𝘁𝗼𝗿𝘀: The report outlines a comprehensive approach to B2B creator strategy: 1. Identify marketing objectives for creator collaboration 2. Map target communities to influence 3. Activate internal thought leaders 4. Build relationships with external creators 5. Develop amplification and measurement frameworks 6. Execute and optimize 𝗦𝗼𝗺𝗲 𝗕𝗲𝘀𝘁 𝗣𝗿𝗮𝗰𝘁𝗶𝗰𝗲𝘀 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝗲𝗱: • Treat creators as strategic partners, not just media channels • Focus on subject matter expertise over follower counts • Leverage Thought Leader Ads to amplify authentic content • Build portfolios of creators serving different objectives • Measure beyond vanity metrics to actual business outcomes As I noted in the report: "𝘓𝘪𝘯𝘬𝘦𝘥𝘐𝘯 𝘧𝘰𝘳 𝘤𝘳𝘦𝘢𝘵𝘰𝘳 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘳𝘪𝘨𝘩𝘵 𝘯𝘰𝘸 𝘧𝘦𝘦𝘭𝘴 𝘭𝘪𝘬𝘦 𝘠𝘰𝘶𝘛𝘶𝘣𝘦 𝘪𝘯 2010. 𝘐𝘵'𝘴 𝘷𝘦𝘳𝘺 𝘦𝘢𝘳𝘭𝘺, 𝘢𝘯𝘥 𝘴𝘰 𝘺𝘰𝘶 𝘤𝘢𝘯 𝘨𝘦𝘵 𝘢 𝘥𝘪𝘴𝘱𝘳𝘰𝘱𝘰𝘳𝘵𝘪𝘰𝘯𝘢𝘵𝘦 𝘢𝘮𝘰𝘶𝘯𝘵 𝘰𝘧 𝘷𝘢𝘭𝘶𝘦. 𝘎𝘦𝘵 𝘪𝘯 𝘯𝘰𝘸 𝘢𝘯𝘥 𝘪𝘵 𝘸𝘪𝘭𝘭 𝘱𝘢𝘺 𝘥𝘪𝘷𝘪𝘥𝘦𝘯𝘥𝘴 𝘭𝘢𝘵𝘦𝘳." This isn't just another trend - it's a fundamental shift in how B2B buyers make decisions. They're seeking human connections and authentic expertise in an increasingly AI-driven world. The opportunities are enormous for those who master it now. [Link to full report below 👇] https://lnkd.in/gHUWV-7d

Nik Sharma might be the 🐐 of influencer marketing. Here are 18 of my favorite lessons from Nik on the power of influencer marketing + the right way to approach it as a brand: 1. By partnering with influencers, brands are able to integrate their products into a relevant community with a high conversion rate at a relatively low cost. 2. Fans expect influencers to promote products they care about. 3. Most influencers only want to work with brands that they believe in and promote products on their social channels that they would use. 4. More than 41% of consumers get more interested in a brand when they partner with a celebrity or influencer they love. 5. Traditional brands follow this template: Select the influencers. Give them free products + discount code. Pay them for a sponsored post. This approach is purely transactional and sets up the influencer marketing campaign for failure. 6. The goal of influencer marketing shouldn't be to pay them for sponsored content. Instead, you should develop a meaningful relationship that is beneficial for both parties. 7. Successful influencer partnerships are based on trust—not reach. 8. If brands are so focused on their return on investment, they can overlook the value social media influencers provide. 9. The best influencer marketing campaigns are multi-faceted. 10. Successful influencer marketing campaigns build brand loyalty, decrease customer acquisition costs, and enable marketers to track influencer-driven impact on a performance level. 11. By forging a relationship with the influencers you’re working with, they’re more likely to post about your brand without you even having to ask. This content is more native than the old-fashioned branded content with #ad front-in-center in the copy. 12. You need to find influencers with audiences that is closely aligned with your target market. 13. Find influencers who believe in your product. If they don’t, the content they create won’t resonate. 14. Offer to provide your product to the influencer to test before they have to commit. 15. When you work with an influencer that truly believes in your brand and appreciates your product, the content that they create is gold. 16. Don’t solely focus on the number of followers they have or their content, but rather, pick influencers that have a high engagement rate and have values, goals, and ethics that align with your brand. 17. Brands that treat influencers as partners as opposed to paid marketing channels will see the value in their campaigns. To take this approach, brands need to work collaboratively and focus on long-term gains rather than short-term revenue. 18. By selecting the right influencers, crafting your pitch, and maximizing your success, you’ll get more out of the partnership than a one-time increase in sales. You’ll get an entirely new audience to work with and an ambassador that’s sharing your product in effective, engaging ways. #influencermarketing #niksharma #marketing

Building a personal brand isn’t (only) about posting selfies or chasing likes. It’s about the story people tell about you when you’re not in the room. Here’s a simple playbook to keep your brand strong and consistent 👇 ✅ Clarity first → Know exactly who you want to reach → Define what you stand for (values + expertise) → Keep your message simple and repeatable ✅ Consistency matters → Show up regularly, even with short posts → Use the same tone and visual elements → Let people recognize you instantly ✅ Credibility is built, not claimed → Share real stories, not just opinions → Use proof: data, case studies, client wins → Let others (testimonials, mentions) speak for you ✅ Connection beats broadcasting → Comment thoughtfully on other people’s content → Start conversations, not just monologues → Show genuine interest in your network ✅ Content is your leverage → Teach frameworks and lessons → Share behind-the-scenes moments → Document, don’t over-polish 📌 Which of these areas do you need to double down on right now? (and which ot those are you already good at?) ____ 📁 Save this when you doubt your voice matters ♻️ Share it with someone who needs clarity ➕ Follow me, Damjan Blagojevic — for more clarity, less noise

You should stick to storytelling. That’s what you’re known for,” the workshop facilitator advised as I was learning how to craft a keynote. I don’t like feeling boxed in. I am more than just a storyteller. I have various interests outside storytelling —I am an entrepreneur, a speaker, a mental health advocate, and a fitness enthusiast. These varied interests make up the multifaceted brand that is me—and you can do it too. Even my show, What’s Your Story Slam, doesn’t quite fit in a box. Theatre folks would say it’s not a show—many people still think it’s a wannabe TED Talk (it’s not). It’s not a place for speeches like MICE events. It’s somewhere in between. Just like my show, your personal brand doesn’t have to fit neatly into any one category. And I like that it’s not in a box. I think you should be known for the multidimensional person that you are. And for personal branding, you should stand for several things. It will help you pivot. 🔥 The Power of a Multifaceted Personal Brand 🔥 Have you ever felt pigeonholed in your career? A multifaceted personal brand might be your game-changer. 💡 What is it? It is a brand that showcases not just one, but multiple talents and expertise. Think of it as a 360° view of YOU. 💪 Why go multifaceted? 1. Versatility: Opens doors to diverse opportunities. 2. Relatability: Connects with a broader audience. 3. Adaptability: Easier to pivot in changing market dynamics. 🚀 Building a Multifaceted Brand: 1. Diversify Content: One day, share a personal narrative. The next day, a public speaking tip. 2. Engage in Varied Activities: Attend workshops and collaborate with experts. 3. Consistent Communication: Varied doesn’t mean inconsistent. Stay true to your voice across topics. 💥 Remember: Being multifaceted isn’t about being everything to everyone. It’s about authentically showcasing ALL that makes you unique. Do you think a multifaceted brand is the future? Let me know in the comments! #PersonalBrand #CareerGrowth #storytelling

Building a personal brand isn’t: ❌ about looking perfect online ❌ about self-promotion only ❌ an overnight success ❌ a place to share every aspect of your life ❌ just for celebrities or influencers But, it is: ✅ about authenticity and being real ✅ a way to share your expertise and value ✅ a long-term commitment ✅ about sharing content that aligns with your brand ✅ for everyone with a skill, passion, or story to share Your personal brand helps to answer these questions: What do you stand for? What value do you offer? How are you different from others in your field? Why should someone work with you? When you focus on these questions: You build trust, credibility, and a lasting connection with your audience. And REMEMBER: consistency is key. It’s not just about what you do today, but what you do every day. Start today. Start small if you need to. But start with intention and a commitment to showing up as your true self. Your personal brand is a powerful tool—use it wisely. 👉🏼 P.S. How are you building your personal brand?

Dabur India Limited’s influencer marketing playbook isn’t flashy but one of the most effective growth engines in Indian FMCG today. While most brands still chase viral trends or mega-celeb endorsements, Dabur has focused on something far less glamorous, but far more powerful: consistency, credibility, and community. Take Chyawanprash for example. During COVID, every brand was selling “immunity.” But Dabur didn’t just talk about health, they built a multi-format ecosystem around it. From expert-led videos with nutritionists to vernacular reels by regional mom influencers, Dabur created an always-on funnel of real people talking about real routines. This wasn’t just for show. The “Immunity at Home” campaign not only went viral, but contributed to a 20% YoY spike in Chyawanprash sales in FY22–23. Dabur wasn’t relying on viral luck, they were engineering credibility at scale. And they’ve stayed committed to this strategy across product lines. Vatika leverages beauty creators in Tier-2 towns. Dabur Honey drives recipe-based UGC and healthy-living tips. Influencers are no longer temporary amplifiers, they’re recurring brand characters, each reinforcing the brand’s core identity: health, tradition, and trust. What sets Dabur apart is its understanding of regional nuance. Most of their influencer content is in vernacular languages, targeting cultural moments like Makar Sankranti, Holi, or Yoga Day. And instead of paying for a splashy 10-day campaign, Dabur builds 12-month relationships, where creators become de facto brand ambassadors. This isn’t just good marketing, it’s good business. Influencer-led content for Dabur drives 2–3x higher conversions than their digital ads. Micro-influencer campaigns average 7–10% engagement rates, and their ROI is now so proven that Dabur has grown its digital influencer spend by over 30% YoY. But here’s what most brands get wrong: they treat influencer marketing like a switch. Something to turn on during launches or festive seasons. Dabur treats it like a channel. Always-on. Deeply local. Layered with storytelling. Yes, they still run viral campaigns, challenges, trending Reels, meme drops but they never let these define the brand. Instead, they let long-term community building do the heavy lifting. That’s the real shift. Influencer marketing, done right, isn’t about creating buzz. It’s about creating belief. And Dabur’s growth is the compounding result of that belief, built post by post, voice by voice. In a sea of one-hit-wonder campaigns, Dabur is playing the long game and quietly winning it.

This isn’t your regular Benz collab. It’s fresh, creative, and viral. My favorite type of influencer collaborations? The ones that involve co-creation and customization. And when big global brands give that creative freedom to local artists—that’s when it gets really exciting. Mercedes-Benz Hong Kong just did exactly that with Drew OffGod, a Hong Kong artist known for his bold, signature tate elements and collaborations with brands like adidas. This time, Drew didn’t only design sneakers or merch. He brought his art to a Mercedes-Benz. The result? A car that doesn’t just look premium—it looks like a canvas. A moving piece of art that feels distinctly Drew. Why this campaign works so well: → Local artist, global brand By spotlighting a Hong Kong creator, Mercedes-Benz builds a stronger cultural connection with local audiences while showcasing its global openness to creativity. → Virality baked in A customized luxury car designed by an artist isn’t something you scroll past. It’s bold, shareable, and built to trend across social platforms. → Cultural crossover This collab merges automotive prestige with street-inspired creativity—showing that luxury can live at the crossroads of art, culture, and fandom. And it’s proof that when brands let creators co-create, the campaign becomes much more than marketing. It becomes a story people want to tell.

MSMEs are embracing the creator economy. They're shifting away from traditional marketing methods. And seeing significant growth & engagement. 💡 What's Sparking This Change? 1. Audience Engagement: Influencers have a deep connection with their audience, encouraging loyalty & trust. 2. Cost-Effectiveness: Compared to traditional marketing, influencer collaborations are budget-friendly & highly targeted. 3. Targeted Reach: Creators understand their audience’s preferences, ensuring marketing efforts hit the mark. 4. Brand Building: Influencers help MSMEs establish a strong market presence, which is essential for long-term success. 📈 Success Stories to Inspire You - Ghar Soaps: This Pune-based skincare brand has been collaborating with influencers for the past 2 years to promote their products. - Sam & Marshall Eyewear : A Delhi-based eyewear brand leveraging influencers to boost sales of their premium products. 🔍 What the Experts Are Saying? - Anil Bhardwaj (Federation of Indian Micro and Small & Medium Enterprises) highlights the necessity of influencer marketing for brand-building and cost-efficiency. - Dhruv Verma (Rize) believes traditional marketing is only good for brand building, not sales, and advocates for influencer marketing. 🌍 Looking Ahead: What's Next? India’s creator economy is projected to reach ₹3,375 crore by 2026, with regional influencers playing a pivotal role. 🤯 MSMEs that leverage these influencers can tap into new markets and build loyal customer bases. 🎯 Are you ready to take action in your company? Here's what you can do! 1. Identify Influencers: Use platforms like CreatorIQ and Aspire to find the right fit. 2. Develop Strategy: Set clear objectives, create a content calendar, and allocate a dedicated budget. 3. Optimize Campaigns: Collaborate closely with influencers, leverage their audience insights, and experiment with different content formats. 4. Measure & Iterate: Use tools like Google Analytics and Traackr to track performance and refine your strategy. 5. Leverage Regional Influencers: Explore regional creators to reach new, underserved markets with localized content. 6. Educate Your Team: Organize training sessions and encourage continuous learning through platforms like Udemy and Coursera. By adopting these strategies, you can harness the power of the creator economy to drive brand awareness, customer engagement, and sales growth. The future of marketing is here. It's time to rope in influencers and thrive in this dynamic landscape. #InfluencerMarketing #DigitalMarketing #BusinessGrowth #BrandBuilding #TheParthVyas

Marketers are some of the most passionate people I know. Recently, I had a conversation that highlighted the brand Poppy and the impactful campaign they launched at Coachella. Poppy, a natural soda brand, has been admired for their innovative digital marketing approach, particularly at Coachella. Instead of partnering with numerous influencers, they chose to work closely with one key influencer, Alix Earle. This decision allowed them to create a focused and personalized experience that resonated deeply with the audience. The result? Organic, non-sponsored content that drove significant engagement and led to a 200% boost in sales for their new product launch. This campaign is a great example of how a thoughtful and targeted strategy can create remarkable outcomes. It also reinforces the power of authentic connections and storytelling in marketing. What are your thoughts on this approach? Have you seen similar success with focused influencer partnerships? Let’s discuss! #Marketing #DigitalMarketing #BrandStrategy #InfluencerMarketing #Community #Growth