creator-economy
Industry players say YouTube expanding brand partnerships in terms of product tagging to help high-value or high-margin categories to scale; brands can also track ROI from creator campaigns
Shalinee Mishra Sep 25, 2026 8:42 AM
With 450 million logged-in users making shopping-related searches on YouTube and creator payouts rising 160% YoY, the platform is positioning creator trust as the next commerce engine
e4m Staff Sep 24, 2026 2:33 PM
YouTube’s latest creator push is less about giving creators more AI tools and more about closing the gap between creator content and the marketing funnel
e4m Staff Sep 24, 2026 12:31 PM
As India’s creator pool crosses 4 million, agencies are exploring exclusive rosters, long-term contracts, creator-agnostic models and technology-led marketplaces to secure talent
Shalinee Mishra Sep 23, 2026 8:39 AM
For marketers and industry heads, Narendra Modi’s evolving social-media strategy offers a case study in how established personalities can adapt to a creator-led digital environment
Shalinee Mishra Sep 17, 2026 8:06 AM
Industry leaders discussed how influencer marketing is moving beyond follower counts and vanity metrics towards relevance, attribution and measurable business outcomes
e4m Staff Sep 11, 2026 2:16 PM
As audiences fragment across platforms, experts weigh in on why iconic celebrities remain valuable
Sandhi Sarun Sep 9, 2026 9:16 AM
As creators, AI and fragmented consumer journeys reshape marketing, brand leaders argue that attention may get a consumer to notice, but affection is built through relevance, trust and experience
Brands are looking beyond Diwali, treating Onam, Ganesh Chaturthi, Durga Puja and Navratri as distinct cultural and consumption moments for festive creator campaigns
Shalinee Mishra Sep 7, 2026 9:37 AM
‘AI creator’ labels are being replaced with ‘AI-generated profile’ as brands increasingly experiment with synthetic creators and digital likenesses
Shalinee Mishra Sep 2, 2026 8:37 AM
Anand co-founded the influencer marketing and talent management company in 2016
e4m Staff Aug 31, 2026 6:03 PM
Brands are raising festive creator spends, but with influencer discovery getting crowded, focus is shifting from reach to relevance, regional influence & trusted voices that drive purchase decisions
Shalinee Mishra Aug 29, 2026 8:52 AM
More than three years later, Devanathan is leaving a rather different Meta behind
e4m Staff Aug 28, 2026 3:17 PM
Industry leaders explore how creators are shifting the balance of influence and reshaping communications
Ritika Upmanyu Aug 25, 2026 4:29 PM
As Netflix moves deeper into the creator economy, YouTube is reportedly offering multimillion-dollar deals to retain top creator talent
e4m Staff Aug 21, 2026 3:28 PM
As Zakir Khan celebrates his 39th birthday, his brand collaborations show how staying true to his voice has become his biggest commercial strength
e4m Staff Aug 20, 2026 8:42 AM
Go Zero's exit from paid influencer budgets to fund an in-house creator team has reopened an old industry debate: does ownership now beat outreach in India's creator economy?
Aryendra Khan Aug 12, 2026 9:01 AM
For creators, political expression is no longer just a matter of personal belief, it is increasingly becoming a business decision with financial consequences
Shalinee Mishra Jul 29, 2026 9:00 AM
Guest Column: Ajay Kulkarni, Director-Growth Barcode Entertainment, writes that the creator economy needs a new language to define creators by their influence, not just their follower count
Ajay Kulkarni Jul 24, 2026 9:36 AM
Industry experts say creators are unknowingly losing money through opaque contracts, unlimited ad rights, hidden campaign values and unfair barter deals
Shalinee Mishra Jul 24, 2026 9:04 AM
The challenge is part of the government’s push to discover and nurture grassroots creators while encouraging hyperlocal storytelling
e4m Staff Jul 22, 2026 8:34 AM
Creators are becoming important not just for speaking regional languages, but for understanding their nuances, cultural context and the way people naturally communicate
Shalinee Mishra Jul 21, 2026 9:13 AM
The revised edition features a new introduction and an additional chapter that examines the transformative decade between 2015 and 2025
e4m Staff Jul 17, 2026 12:13 PM
The supply of regional creators is growing rapidly, engagement is rising and brands are increasingly using local voices to reach audiences during festivals and cultural moments
Shalinee Mishra Jul 17, 2026 9:20 AM
In her new position, Vasan will lead capability transformation for The Coca-Cola Company
e4m Desk Jul 14, 2026 10:59 AM
As influencer marketing evolves, brands are moving beyond creator discovery to identify what drives meaningful consumer engagement and actions
Shalinee Mishra Jul 13, 2026 9:27 AM
As brands pour bigger budgets into stand-up comedians, the shift highlights what is fuelling the investment and where marketers set boundaries
Sandhi Sarun Jul 13, 2026 8:53 AM
Across categories, brands are shifting towards creators with distinctive content styles, whose audiences engage with them for a unique storytelling approach rather than follower count or mass appeal
Shalinee Mishra Jul 11, 2026 8:41 AM
As India's First Influencer Reality Show, the property brings together some of the region's most popular digital creators, who collectively command millions of followers across platforms
Marketers say that while creators are increasingly becoming part of the media mix, influencer marketing accounts for just 3-10% of the ad spends
Shalinee Mishra Jul 2, 2026 9:40 AM
Sudeep will also manage Creator Economy & Partnerships, and will report into Sandeep Mehrotra, Chief Operating Officer – Advertisement Revenue, ‘Z’
As brands invest in creator-led discovery, industry executives say the focus is shifting from viral moments to sustained engagement, with visibility & repeated exposure reshaping marketing strategies
Shalinee Mishra Jun 30, 2026 9:17 AM
The public broadcaster's recently updated content sourcing framework for WAVES introduces a streaming-minutes-based monetisation model and tightening of verification and compliance requirements
Imran Fazal Jun 30, 2026 8:39 AM
Shveta Singh, Founder of Iridescent Lens & independent marketing consultant, questions whether the latest creator economy trend is genuine marketing innovation or simply direct selling in new clothes
Shveta Singh Jun 29, 2026 9:30 AM
Cleartrip CMRO Pallavi Saxena highlights the growing role of social media in travel discovery, arguing that Indian travel marketing is yet to fully tap its biggest opportunity
Anuja Jain Jun 25, 2026 9:20 AM
Sushant Vithaldas, Head of Creator Marketing, India and Vimlarithan (Rithan) Vijaya as Creator Marketing Leader, Southeast Asia will lead Edelman’s creator marketing offering
e4m Staff Jun 22, 2026 2:13 PM
An increasing number of brands are using creators, humour and shared cultural insights to engage with the occasion, often in partnership with other brands
Shalinee Mishra Jun 20, 2026 8:30 AM
Brands are increasingly building campaigns around experiences rather than products, with creators playing a key role in making them relatable, credible and discoverable
Shalinee Mishra Jun 16, 2026 9:19 AM
Creators are reshaping food marketing in India as brands shift from traditional ads to influencer-led content focused on trust, culture and consumer engagement
Shalinee Mishra Jun 15, 2026 8:56 AM
While Accenture is set to acquire creator and social agency Whalar, Times Internet has acquired entertainment-focused social publisher Instant Bollywood
e4m Staff Jun 9, 2026 11:53 AM
Influencer marketing in India is shifting from reach-driven growth to a credibility test, as brands face tighter scrutiny, rising compliance issues and growing pressure on transparency
Shalinee Mishra Jun 9, 2026 8:59 AM
While revenue from operations rose 21% YoY to Rs 184.89 crore in FY26, total income increased 22% to Rs nearly 189 crore
The objective is not merely to generate visibility, but to create campaigns that stand out, spark conversation and connect with entirely new consumer groups
Shalinee Mishra May 30, 2026 9:10 AM
Brands are moving away from vanity metrics and increasingly betting on creators with audience trust, niche authority and strong category alignment, say experts
Shalinee Mishra May 27, 2026 9:31 AM
With recent updates favouring original creator signals and limiting visibility for reposts and similar content, platforms have moved away from rewarding volume and now reward quality and uniqueness
Shalinee Mishra May 21, 2026 8:51 AM
Industry executives say influencer marketing is shifting from vanity metrics to trust, micro creators and measurable conversions, as brands prioritise authenticity and performance over reach
Shalinee Mishra May 18, 2026 8:47 AM
Iyer's role is expected to support the company’s ongoing efforts to build a creator-led content and distribution ecosystem
Imran Fazal May 6, 2026 2:38 PM