The answer lies with those who produce it. And what better destination to find them than the list of India’s Top 100 Digital Stars. Now in its third edition, the Forbes India-Group M study (via Goat, Group M’s influencer marketing agency) recognises and ranks digital creators who dish out their appealing wares across Instagram, YouTube and Facebook.
Naini Thaker, who like in the previous two years anchored the project for Forbes India, points out: “These digital stars, often self-made, have built loyal communities through authenticity, creativity, and engagement, driving conversations on everything from fashion and tech to social causes." Thaker does sound a cautionary note: “The challenge for every creator remains—how to constantly reinvent and create engaging content to retain their loyal fanbase."
Along with profiles of a handful of the prominent creators, this issue of India’s Top 100 Digital Stars is packed with features that sense the pulse of the influencer industry. Pankti Mehta Kadakia zeroes in on the growing tribe of virtual influencers generated using artificial intelligence and 3D technology. And she writes, the influencer who isn’t for real is attracting brands, as it allows them to push the boundaries of digital marketing as we know it. For more insights into the fascinating worlds of ‘Naina’, ‘Kyra’, and ‘Virat’, ‘The Influencer who Doesn’t Exist’ is a must read.
Much of the content created, you’d tend to conclude, is ephemeral. But not of all it, as Anubhuti Matta found out. Don’t miss ‘Keeping it Real’ on page 94 to find out why a growing bunch of influencers has few qualms about displaying vulnerability and honesty with stories that are straight from the heart. And, in the process, they’re redefining influence.
Best,Brian CarvalhoEditor, Forbes IndiaEmail: Brian.Carvalho@nw18.comX ID: @Brianc_Ed
First Published: Oct 15, 2024, 11:05
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