Feb 28, 2023
By: Srishti MaganThe Advertising Standards Council of India (ASCI) released the ‘Wielding Influence, Nurturing Trust’ report on Monday. The report highlights how influencers and brands currently create content and develop a connection with the customers and the way forward for both.
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The report focuses on how “trust between consumers and influencers is the core of the relationship - not a one-time event but a long-term process.” It also identifies six types of influencers, based on the content they produce. Listed below are the types:
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These are influencers who deliver deep expertise on a subject and “demystify” content for the users through their own experience. Financial advisors, fitness enthusiasts, chefs, nutritionists, therapists, gynaecologists, etc. fit into this category. The report names drcuterus (Tanaya), Seema Anand, Pranjal Kamra as examples.
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These influencers are not knowledge experts, but rather smart curators who put together information and advice to provide self-improvement tips across topics ranging from insurance and tax to negotiating job interviews. The report places influencers like Ankur Warikoo, Priya Kumar and Neil Patel in this category.
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Soul Stylists are contemporary voices that ease the path of spirituality for their audience. These curators use anecdotal life stories, spiritual texts, etc. to share “teachings” that focus on spiritual journeys, and not necessarily, intellectual pursuits, states the report, naming Sadhguru, Jay Shetty, etc. as examples.
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In a society that constantly pushes you to be “normal”, these influencers encourage you to be your true self. As per the report, this archetype consists of people typically othered by society – including body positivity icons, trans-icons, and trauma survivors like Amit Bittoo Dey, Anjana Bapat, Stylemeupwithsakshi (Sakshi Sindwani), etc.
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Dominated by women homemakers, this group offers candid glimpses into their daily lives, covering everything from chores to recipes to do-it-yourself or DIY hacks. The report states that such influencers cater to an audience that tunes in to affirm that their experiences are common. Some examples are Loveeshi, Garimaspride, Dr. Priyanka Shukla and Neena Kapoor.
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The influencers milking humour from everyday life fall in this category. As per the report, these influencers are actors and performers at their core, often inventing characters to amuse their audience. They’re also the ones usually progressing into professional acting (movies, web series, or ads), like BBkivines (Bhuvan Bam), mostlysane (Prajakta Kohli), Kusha Kapila, etc.
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As per the report, we’re living in an era of rapid social change where “the influencer” gives us everything — knowledge and information, entertainment and awe, inspiration and wisdom, or sometimes just relatability - by mirroring our very own experiences in life.
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