A session on young media influencers was held on day 2 of FICCI FRAMES, the global media and entertainment conclave. These media influencers are being used by brands to promote their brands through social media. These influencers have a huge following on their social media platforms.

“I think earlier it was about the fact that if you are a celebrity, there should be a mystery around it. Now your celebrity status has everything to do with your reliability to the people,” said Rohan Joshi.

“I think when it comes to sponsorship and collaboration, brands come to us depending on the age group of our audience and if that matches up to their brand value,” explained Srishti.

Actor Gaurav Gera, popular on social media for his characters like Chutki and Shopkeeper, said: “I think we are like TV channels. You know where we have subscribers and steady audience like the way TV channels have. We are primarily making videos to entertain and to engage with people.” 

Talking about maintaining consistency of the content, Prajakta Koli, a YouTuber known as MostlySane, said: “It has to be a full-time job. We have to be in search of content and there is no day off for us. Especially, in our initial days, when we are doing everything writing, performing, editing. But then, once you get a strong connection with the audience, you just go on.”

Have the digital influencers got their dues?

“I was having a conversation with someone who was saying how much budget is allotted for digital marketing, and the amount was massive. It tells us how the whole ballgame of marketing has changed. Whereas they want a Bollywood star for his/her reach, they also want a social media influencer for its relatability factor.”