With the rise in the creator economy, what must be discussed and debated is the authenticity.

Set of niches follow a certain type of content. The belief and ideas of them will be shaped or probably will be altered depending upon the content which is getting followed.

However, it’s imperative to have some kind of conformity when it comes to the audiences of that particular set. We certainly cannot have people from completely opposite spectrums following the same person with the similar preferences over a longer period of time.

What marketers follow is the patterns / trends emerging from a precise stream.
And thus the communication can’t be same for the varied audiences.

Some of the data points mentioned in the report by Klug India in the Economic Times article are noteworthy. It clearly suggest, that the current ecosystem of selecting an influencer needs introspection.Rationale to go ahead with a certain influencers shouldn’t be liner, the approach has to be much more holistic.

Localised content and local influencers can be one of the options for sure. The fabric and ethos of the place from where the creator comes from will have an influence on the content which is getting created and hence the breed of the followers.The conversation will have a context which people will be able to relate and hence the spill over will be minimal.

It’s time we realise the same to make the most of our monies worth.