Mumbai: Animeta has announced the launch of its highly anticipated platform ‘Animeta Brandstar’. It is a first-of-its-kind tech-data influencer marketing platform, that allows brands to discover and execute campaigns with the most relevant creators, in an advanced data-intuitive way. With a strong commitment to addressing critical need gaps, Animeta Brandstar will revolutionise the way influencer partnerships are fostered in the ecosystem.
The current environment lacks visibility and control due to multiple intermediaries. Animeta Brandstar empowers brands for informed influencer collaborations. With a streamlined discovery process, it ensures transparency and efficiency. Real-time data analytics optimize campaigns, ensuring brand fitment and measuring ROI. Compliance-safe and transparent, it instills confidence in brands and creators. Tech-driven scale facilitates growth across various creators.
Indiantelevision.com caught up with Animeta CEO Devdatta Potnis, where he shares the motive behind launching the platform, on the trend of generative, AI, influencer marketing and more….
Edited excerpts
On the aim behind launching ‘Animeta Brandstar’
The creator economy began with the goal of making the content industry more inclusive, but today, only a small percentage of creators are considered “super creators” who achieve substantial success and inspire others. Animeta aims to democratize this elite status by using technology to provide opportunities for millions of creators and elevate them within the creator hierarchy.
Today, influencer marketing for brands is a complex process involving multiple intermediaries, leading to issues like a lack of transparency, outdated influencer databases, and delayed payments. Authenticity in finding creators who align with a brand’s values is a significant challenge. Furthermore, an unequal distribution of opportunities among influencers results in pricing disparities that aren’t cost-effective for brands. Addressing these challenges through discovery and performance-based pricing can create a fair pricing model, ensuring brands get the desired ROI and making influencer marketing a sustainable revenue source for a wider range of creators, increasing accountability in the process.
Animeta Brandstar was conceived to address the critical voids within the market-
Discovery Challenges: The first hurdle brands encounter is the arduous task of discovering well-matched and authentic influencers. This struggle arises from the lack of a centralized and comprehensive database of accessible creators. Additionally, there is often a dearth of performance-linked pricing models and a deficiency in comparative data to inform the selection process.
Operational Challenges: Beyond the discovery phase, operational complexities loom large. Campaign execution can become shrouded in opacity, riddled with an overabundance of intermediaries and non-exclusive arrangements.
Process Challenges: Lastly, a variety of process-related issues add to the conundrum. These encompass delayed payments to creators, which can adversely affect both brands and influencers. The issue of double-dipping at agencies also surfaces, creating a disconnect between brands and creators. Moreover, the absence of real-time performance tracking tools leaves little room for timely interventions to enhance output and measure return on investment effectively.
On Animeta using AI/Tech to bring creators’ visions to life
Generative AI goes beyond other technological advancements by not only automating tasks but by truly enhancing human potential. It serves to amplify the creative process, boost innovative thinking, and empower brands and creators to accomplish what was previously inconceivable due to limitations in scale, volume, or complexity. In the rapidly evolving digital environment, staying at the forefront demands more than just staying on par; it requires a confident stride into the future. Animeta is on a mission to empower creators and elevate them into the realm of supercreators through the seamless integration of AI, endowing them with a diverse array of superpowers:
Content Superpowers: Creators gain access to a suite of Content Superpowers, including content recommendations, innovative video concepts, insightful analysis of trending content, strategic content development guidance, and creative supervision to enhance the quality of their creations.
Brand Superpowers: Animeta further equips creators with Brand Superpowers, facilitating brand endorsements, licensing and merchandising opportunities, proficiency in social commerce,
Monetization Superpowers : This extends to multi-platform publishing and growth, the ability to tap into a global distribution network, monetization options in multiple languages, vital financial support, and the capability to venture into intellectual property creation.
Tech Superpower: Creators receive a Tech Superpower, endowing them with a profound understanding of algorithms, data analytics, business intelligence, channel growth strategies, and comprehensive optimization techniques.
Marketing Superpower: Lastly, Animeta’s AI-driven platform offers creators a Marketing Superpower, ensuring all-encompassing visibility, adeptness in public relations, and expertise in social media management.
On the platform being effective for brands and creators from the business model point of view
From a business model point of view, the platform allows accurate discovery and performance-driven pricing to establish a suitable pricing framework, ensuring that brands achieve the desired outcomes and receive the necessary return on investment. This approach aims to transform influencer marketing into a sustainable, long-term revenue source for a wide range of creators, as opposed to a limited opportunity for a few without proper accountability.
On the debates around AI, applying and helping creators to tailor their content and meeting the needs of different platforms and audiences
Since AI is an all-pervasive technology domain that encompasses a vast range of activities, I’d like to highlight about the specific AI capabilities which are powering the applications for Animeta:
● Computer vision is a field of artificial intelligence (AI) enabling computers to derive information from images, videos and other inputs.
● Natural language processing enables machines to understand and respond to text or voice data.
● Large language models are advanced artificial intelligence (AI) systems designed to understand and generate human-like text. They are built on deep learning techniques and rely on vast amounts of data to learn patterns, language structures, and context.
● AI-based video encoding leverages deep learning algorithms and neural networks to analyse video content more intelligently. These machine learning based models can learn patterns, textures, and motion within the video frames; which helps understand & decode video content and thereby provide appropriate video recommendations In a nutshell, as content becomes more commonplace, the abundance of material available requires the integration of AI as a technology-driven enhancement. Take, for instance, videos; AI can lend them a significant boost in visual richness or employ various hooks, whether through sound effects, diverse camera angles, or even a revolutionary approach to storytelling. The synergy of video encoding and natural language processing enables the creation of a knowledge reservoir, facilitating the extraction of superior content. Consider the contrast between a book and a movie: a book’s depth often surpasses that of a film because of the meticulous level of detail in its writing. Thus, as AI grants us access to a vast and comprehensive knowledge pool, it is the human intellect that fine-tunes and delivers this information to meet the unique needs of content creators, underpinning the core of our AI-driven creative process.
On the diversity of content creators in today’s creator landscape and reason behind the increasing differences in types of creators
The transformation of the content landscape has been profound, with a shift away from traditional media houses producing content exclusively driven by advertising revenue. This evolution has resulted in a natural progression in the content created by creators. The creator economy has rewritten the rules of content creation, expanding beyond entertainment to encompass a wide range of topics, including everyday activities. What’s noteworthy is that content is no longer the exclusive domain of media companies; unstructured, personal, and candid user-generated content is playing a pivotal role in democratizing this arena.
Content and creator categories have proliferated, spanning a diverse spectrum from pet care, food, people, vlogs, fashion, pranks, beauty, healthcare, gaming, DIY, and many others. In total, there are now 21 distinct categories, reflecting the ever-expanding horizons of the creator economy and the dynamic evolution of the content landscape.
On the Tools that Animeta provides to help the creators
The emergence of the creator economy has given rise to a staggering number of 80 million creators in India, a figure that continues to grow. However, a significant portion of these aspiring creators possess the desire to craft content but often find themselves unsure of how to embark on this creative journey. They are in need of a mentor, strategist, and partner to help them navigate the path to growth and community building. This is where Ani comes into play. is ANI, our AI creator buddy. ANI is a creator content app that provides valuable recommendations, video ideas, trending content insights, channel growth strategies, and overall optimization guidance to creators.
Ani serves as an all-encompassing super app designed to cater to every need of creators. It includes a bundled digital storefront, offering a platform for creators to execute their social commerce campaigns seamlessly. Creating even a concise 30-second video entails hours of production and extensive research and preparation, which can become even more time-consuming if the idea doesn’t resonate with the audience. This challenge is amplified when working on long-form content. Content creation is not only time-consuming but often a solitary journey, which presents numerous challenges for creators.
Ani, in response to these issues, streamlines the ideation process, providing customized ideas rooted in data insights, offering information that creators might not typically access, and serving as a supportive companion throughout the creative journey. Ani’s comprehensive approach assists creators in achieving their targets, generating engaging videos, and ultimately maximizing their revenue potential. ANI helps creators in monetisation, influencer marketing, and social commerce i.e. sell products and make money. It helps to harness the revenue potential and generate revenue.
On feeling the need to come up with Brandstar for creators and brands
Animeta Brandstar aims to introduce a democratic approach i.e. more creators getting opportunities to be discovered on one hand and giving brands access to fresh talent on the other. This approach not only diversifies the talent pool but also ensures that creators are held accountable for their performance. From an unorganised to organised way of doing influencer marketing platform, we are now ensuring that opportunities are open to more creators and there is a strong thrust on performance-driven pricing.”
