Tag: IPLIX Media

Punjabi most popular regional language, Korean leads international: Iplix

Mumbai: Punjabi is the most popular regional language, while Korean takes the lead as the most preferred international language in India, revealed Iplix Content Consumption Survey. 52.5 per cent of respondents spend an average of two-four hours per day on social media. Among the platforms, maximum time was spent on YouTube, followed by Instagram and Snapchat, the study further revealed.

With the growing affinity for regional languages, Punjabi emerged as the most preferred regional language with 24.3 per cent of users opting for it. Marathi was at 9.9 per cent. Among popular international languages, Korean took the top spot, validating K-Pop’s craze in India. Comedy was the most popular category, followed by travel and technology. Infotainment (43.3 per cent) and gaming (31.1 per cent) were the most-consumed categories.

52.5 per cent of respondents spend an average of two-four hours per day on social media. YouTube took the lead in ‘time spent on platforms’ (87.5 per cent), followed by Instagram and Snapchat. In further bifurcation, 57.3 per cent of people consume 5-15 minutes-long content on YouTube, and 54.3 per cent consume short-form content (reels) the most on Instagram.

Influencer marketing and talent management agency Iplix’s Content Consumption Survey was carried out with over 14600 respondents, the majority of which came from metro cities (40.6 per cent), followed by Tier-II cities at 35.2 per cent. 86.8 per cent of the respondents were Gen-Z (less than 25 years of age).

“Creator Economy is growing at a scale which none of us could have imagined and content is the biggest contributing factor behind it,” stated Iplix Media LLP co-founder Neel Gogia. “We at Iplix Media believe in the power of content and are constantly working with brands and content creators to bring the best quality content to the audience. This content consumption survey is an initiative towards furthering the same vision and mission. We came up with it to help our stakeholders- brands and content creators, understand the audience and their changing preferences better.”

February 23, 2022
Skillshare extends partnership with Iplix for influencer marketing

Mumbai: Influencer marketing and talent management agency Iplix Media on Wednesday announced its expansion with online learning creative community Skillshare. With a vision of creating a symphony between creators and brands, Iplix Media strengthens its portfolio of marquee brands with this project.

As a part of the extended mandate, Iplix Media will be in charge of strategising and delivering innovative influencer marketing campaigns for all digital platforms and touchpoints to reach the right target audience.

The agency will leverage its customised approach and proprietary solutions to enable Skillshare to meet its business objectives in India. With India being a priority market that holds immense potential for ed-tech, Skillshare along with Iplix Media will drive targeted and impact-driven influencer campaigns. Targeted towards digital consumers like millennial and Gen-Z, the mandate will focus on driving awareness, engagement, and credibility for the brand in India.

Iplix Media co-founder Neel Gogia said, “It’s been a delight to work with a brand like Skillshare that truly understands the power of content and customised storytelling. They have a unique lens to look at everything & that reflects in their business offerings as well. It is in fact the only platform that offers such a wide array of courses to learn from- from skill development to creativity. We believe that platforms like Skillshare are the future of education. Thus, we are excited to be their long-term partners in the journey to redefine the future of education. We aim to bring our in-depth expertise and a unique and new perspective on influencer-brand relationship to ensure on-point delivery of Skillshare’s business goals in India.”

Skillshare India market head Aayur Kaul said, “2021 has significantly changed the course of education across the globe. From the adoption of online education, focus on skill development to an all-time high demand for creative fields, a plethora of opportunities have emerged for us, to grow and expand. Especially in a country like India where more than 50 per cent of its population is below the age of 25 and more than 65 per cent below the age of 35. Hence, we are excited to have Iplix Media as our partner. Iplix Media truly understands the ecosystem in India and thus, provides us with strategy and in-depth knowledge of when and how to reach us to the right audience.”

February 2, 2022
89.5% influencers witness a dip in engagement post ASCI guidelines: IPLIX survey

Mumbai: Influencer marketing and talent management agency, IPLIX Media has released insights from an independent survey on influencer sentiment post-release of ASCI guidelines 2021. According to the survey, nearly 89.5 per cent of influencers witnessed a dip in engagement on their content since ASCI guidelines went live. However, over 56.7 per cent of respondents (influencers) said that they found the ASCI guidelines to be helpful, while 35.3 per cent admitted that it needs more structure and transparency. 43.3 per cent of influencers were unsure about the penalties or the repercussions they may face for not adhering to the guidelines further indicating the need for more clarity.

The pan India survey included metros and tier 1, 2, and 3 cities across 200+ influencers.

When it comes to content format, in 2020, both long-format and short-format garnered engagement for creators with the latter slowly taking lead. In terms of content categories – Fashion & Beauty (54.2 per cent), Comedy (20.9 per cent) & Travel (18.9 per cent) are the top three categories of the respondents. The majority of these influencers are creating somewhere between 20-40 per cent of branded content.

On the survey that drove insights from micro, macro, and nano influencers across the country, IPLIX Media LLP co-founder Neel Gogia said, “ASCI guidelines are a welcome step forward in introducing transparency and authenticity across the content creation ecosystem. However, there were certain aspects on which more clarity was required. The insights from the survey clearly reveal demand for a structured approach to put this into motion and a better understanding of the penalties.”

When it came to brand associations, 34.3 per cent of influencers rated ‘relevance’ at the top with consistency closely following behind. With a more aware audience set, content creators are generating the content, even branded, that sticks, builds loyalty, and represents their true self. Before the ASCI mandate, 48.3 per cent of influencers revealed that only 10 per cent of brands they worked with opted to tag content as sponsored.

Social satirist Saloni Gaur said that the audience these days is smart enough to figure out what’s sponsored and what’s not even before adding a paid partnership tag. “I agree with the fact that ASCI guidelines are still not clear to many of us. But, from an audience’s point of view, it’s a good step and definitely adds more transparency,” Gaur said.

“As for the revenue part, I certainly thought that some brands would not undertake associations because they don’t want the paid partnership tag on our posts, but I’m glad to say they have adapted really well to these guidelines. In addition to this, I also thought that this will reduce the engagement significantly as people tend to leave the video as soon as they hear any brand name, but this hasn’t been the case for me,” she added.

BB Ki Vines- manager & partner Rohit Raj said, “I believe that guidelines are necessary to bring in more structure to the content creation and monetisation ecosystem. However, having worked with some of the top creators in the industry, I believe that we need to approach this in phases. This will help iron out the creases and create a more holistic approach.”

August 12, 2021