‘Success is not just about numbers—it's about creating meaningful connections’

The Impact Digital Influencer Conference 2024 hosted a panel discussion exploring how content, connection, and community are reshaping modern marketing. Moderated by Anushree Yannam, an influencer marketing consultant, the session featured prominent content creators and influencers: Vivek Keshari, Nibeditaa Pal, Ronit Ashra, RJ Raghav, Rushali Yadav, Sakshi Shrivas, and Salman Ahmad (popularly known as 8Bit Mamba).

Focusing on authenticity and adaptability, the panelists discussed strategies to thrive in a fast-changing social media landscape, emphasizing genuine storytelling, creator-brand collaboration, and the challenges of mental health.

The session opened with a discussion about the evolution of these three pillars in digital marketing. Moderator Anushree set the tone by stating, “Marketing today is about building genuine relationships, inspiring communities, and creating content that resonates.”

Vivek Keshari, known for his heartfelt narratives, reiterated this point. “Trends come and go, but real stories stay with people. I focus on telling raw, genuine stories, which audiences find relatable,” he shared, highlighting how storytelling can outlast fleeting trends.

Nibeditaa Pal, an actor and influencer, explained how social media bridges the gap between her real and on-screen personas. “Acting lets me explore characters, but social media is where I get to be my unfiltered self. It helps my audience see both sides of me,” she said, emphasizing the importance of relatability.

For Rushali Yadav, staying authentic is central to connecting with Gen Z audiences. “It’s not just about followers but building a loyal community. I strive to be myself and create content that resonates with what my audience truly wants,” she explained.

The creators discussed the challenges of keeping up with evolving consumer behaviour and social media platforms. Ronit Ashra, renowned for his parodies, emphasized the need for freshness in content. “I always try something new. It keeps my work engaging and resonates with audiences across generations,” he said.

Gaming creator 8Bit Mamba shared insights into the Esports industry’s unique dynamics. “My audience ranges from 16 to 28 years old—a group that traditional marketing struggles to reach. Brands working with gaming creators must understand the loyalty and daily engagement this community offers,” he explained.

RJ Raghav, transitioning from radio to Instagram, highlighted the importance of tailoring content to each medium. “Audio storytelling is about surprise and intimacy, while visual content thrives on relatability and humor. Knowing the platform’s strengths is crucial for creators,” he remarked.

The panelists agreed that brand collaborations should prioritize authenticity. Sakshi Shrivas described her approach, saying, “A collaboration should be a mutual understanding. Brands need to give creators the liberty to blend their creative freedom with campaign goals. That’s how content resonates with the audience.”

She recalled a campaign where strict guidelines hindered creativity, contrasting it with another project that embraced collaboration. “When creators and brands brainstorm together, the results are powerful,” she noted.

Measuring success, the panel emphasized, is not solely about numbers. “It’s about meaningful engagement,” said Sakshi, encouraging creators to focus on quality rather than follower counts. She also advised new creators to seize opportunities, even unpaid ones, to establish their credibility and build strong brand relationships.

Ronit Ashra added that creators should approach brands professionally, suggesting, “A pitch deck with mock content helps showcase your vision and increases your chances of collaboration.”

The balance between authenticity and commercial success was a recurring theme. “As creators, we should never compromise our authenticity for money,” emphasized Vivek Keshari, recounting a project where brand restrictions led to underwhelming results.

“Creators know their audience best. When brands respect that, the content performs better,” he added.

Rushali Yadav shared her journey of transitioning from modeling to content creation. “I was used to showcasing my work visually, but as a content creator, I realized the importance of interacting with the audience. It’s not about just showcasing; it’s about connection,” she explained.

The panel addressed the impact of criticism and trolling on creators’ mental health. Rushali, who experienced online harassment, shared her coping strategy: “It’s hard, but I focus on growth and the positive side of social media. Negative comments don’t define my journey.”

Sakshi Shrivas distinguished between constructive and destructive criticism. “Feedback that helps me grow is welcome, but I don’t engage with negativity. It’s essential to focus on what adds value to your work,” she said, offering advice to creators on staying resilient.

Anushree highlighted the responsibility of brands in this context. “When brands collaborate with creators, they should evaluate beyond negative comments and focus on the creator’s overall authenticity and engagement,” she noted.

The panelists explored the evolving formats of digital storytelling. While Vivek vouched for short-form content’s efficiency, he acknowledged the growing appeal of long-form narratives for deeper connections. “Short-form grabs attention, but long-form allows creators to tell their story more meaningfully,” he observed.

Wrapping up the session, Anushree summarized, “Authenticity lies at the heart of content creation. Success is not just about numbers but about meaningful connections that drive long-term impact.”

As digital marketing continues to evolve, the insights from this panel offer a roadmap for creators and brands alike, emphasizing the enduring value of authenticity, adaptability, and community engagement.