Cosmetics and beauty brands are reevaluating influencer marketing strategies due to a gender mismatch in followers, leading to budget wastage. Beauty and fashion attract numerous influencers, especially on Instagram and YouTube.
BigBang.Social, claimed to be India s first creator super-app, offers opportunities for commerce, brand collaborations, upskilling, and a peer-to-peer network for community building to the creator community. Founder Vijay Subramaniam said the main aim of the app is to provide employment opportunities for 100,000 creators within three years. Brands in India spend a significant amount of money on creator-led marketing each year and are being attracted to the reach of creator-driven content that is authentic and relatable, he added.
We caught up with Katial to understand how women in the creator economy can leverage coto, its digital solutions and its association with the Collective Artists Network.