Content creators

Sachin Bhatia of Good Creator Co.

Good Glamm Group’s influencer marketing platform, Good Creator Co., is on a mission to onboard over one million creators to actively participate in the influencer economy in e-commerce, brand, social media and entertainment in the near future, said Sachin Bhatia, CEO of Good Creator Co. (GCC), part of the Good Glamm Group.

The Good Creator Co. has a vision to be a market leader in the influencer management and marketing industry and to be the platform that helps influencers in India earn the most money, has he declared.

Good Glamm Group acquired Bulbul, Bhatia’s social commerce company, earlier in January this year. In July 2022, the Good Glamm Group announced the reorganization of its business by creating three divisions – Good Brands Co., Good Media Co. and Good Creator Co. – following a series of acquisitions in the media, the consumer goods and influencer engagement platforms. Good Brands Co. is led by Sukhleen Aneja; Good Media Co. by Priyanka Gill and Good Creator Co. by Sachin Bhatia.

Earlier in January, GCC announced that it had raised seed capital of Rs 200 crore from the Good Glamm group and would operate on an independent mandate. The content creators division comprising Plixxo, Winkl, Vidooly, Bulbul and MissMalini is targeting a revenue rate of Rs 250 crore by December 2022.

Plixxo and Winkl are influencer marketing platforms with 2,50,000 influencers and reaching over 70 million users every month. Vidooly is an online video intelligence and analytics platform for content creators, brands, multi-channel networks, agencies and media companies. Winkl is GCC’s other influencer marketing platform that leverages technology by automating tasks such as influencer screening, content summaries, reminders, payments, and performance tracking.

As more and more brands are turning to influencer marketing to attract new customers, the creator economy has rapidly taken off in India. According to a report by GroupM, influencer marketing is expected to grow at a CAGR of 25% per year to become a Rs 2,200 crore industry by 2025.

The challenge here is for influencer marketing platforms that connect brands with relevant influencers to stand out. Amid the race to be different, platforms must always bring something unique to the table.

For The Good Creator Co., the main differentiator is their app and technology, while data is the backbone that supports both creators and brands, Bhatia said.

He added, “No other influencer marketing platform offers a technology and product driven workflow for creators and brands to maximize their output. Additionally, through our access to in-house brands such as MyGlamm, The Moms Co, Sirona, Organic Harvest and St Botanica, we offer “always on” campaigns for creators of these brands. »

Meanwhile, the importance of micro and nano influencers is also increasing over time as they are the real drivers of the influencer economy, according to Bhatia. They turn the wheels, help brands increase their visibility across demographics, and provide the funnel for the big influencers of tomorrow to emerge.

Bhatia added that without them, the creator ecosystem would disintegrate. These are the most important users and all the company does is improve their creator journey on and off the app.

On the other hand, some experts believe that with the growth of micro and nano influencers, the demand for macro influencers will decrease. But Bhatia thinks differently, he says “Each category of influencer has its place. Just as there are big and small actors, extras, playback and chorus singers, dancers and background dancers, each type of influencer is important to the ecosystem. Macros are the ones that drive brand engagement and keep motivating small influencers to keep doing better to become like them one day.

As a result, creators will be an integral part of all future buying decisions, whether helping build a brand or driving product sales, e-commerce and brand collections curated by many. Bigger designers will become popular in the years to come as designers push their lines.

Additionally, any influencer considering this as a career needs to know how this space is evolving.

Explaining this, Bhatia said, “Sone starts out as small Insta influencers, makes reels, gets popular, then starts doing longer form content, moves to YouTube, starts selling E-com rather than just recommendations from Mark. Just as Shilpa Shetty moved on to making fitness videos, Preity Zinta became an entrepreneur and Madhuri Dixit turned to OTT movies. Likewise, if one is looking for a career as an influencer, one can stay there for decades, but one has to keep evolving with the times and trends. For example, Nisha Madhulika is over 60 and continues to be a strong YouTube creator, with over 11 million subscribers.

For influencers, YouTube and Instagram are two different formats for creating content that could make the journey more difficult for them. For example, YouTube is more of a long-form video platform, while Instagram is shorter and all about good visuals and engaging content. On the other hand, YouTube is more real and down to earth.

The Good Creator Co. offers content creators and influencers access to brand campaigns and monetization opportunities, as well as affiliate and creator commerce programs, celebrity talent management services and more again through an app.

Bhatia explained how GCC helps content creators earn, learn and grow their community through the platform: “Learning is provided through the Good Creator Academy and other resources to help nano-creators grow. Earnings are provided through branded offers, our “Earnfluencer” programs and affiliate stores Community and in-app collaboration are enabled through leaderboards, RnR for creators, opportunities to work on big brand campaigns , etc.

The Good Creator Co. provides products/services like Campaign Planner, Creator Search, Creator Insights, and Campaign Manager for influencer and campaign management that help creators increase reach, visibility, and get the right brand collaborations to grow their portfolio and earn money. outside of that.

The GCC Academy offers courses where creators have access to masterclasses and an opportunity to connect, collaborate and learn from other creators via discussion groups and forums which, in turn, help them develop a whole of unique skills.

Amid all of this, in a major development, the government is going to roll out guidelines for social media influencers. The Central Consumer Protection Authority (CCPA), under the Department of Consumer Affairs, has completed consultation with all major stakeholders on the matter.

Bhatia asserted that the CCAC guidelines are not a deterrent, but simply part of a process. They actively engage with creators to prepare them for it through information through their app and the contracts they sign with them.

The creator economy is important on its own, which justifies the government adopting the guidelines, he added.