How VidUnit is leading the Dynamic Influencer Marketing Industry An interview with Founder – Sourabh Kumar

Sourabh Kumar and VidUnit

VidUnit is a data driven influencer, publishers & brand management platform. It's one of a kind platform in the country, wherein we not only target influencers but also publishers. Publishers are a target group which runs a website, or a blog and generates traffic on the platform, they can register with us and generate revenue through native articles, sponsored articles etc. We have almost 6000 + influencers who have already registered with us on our platform coming from different categories, languages. In fact, we are the only company in India which work in 13 Indian languages. If a brand wants to target a campaign in any of the regional language, we can have it delivered in few hours. Other than these, the people registered on the platform that handles their accounts and negotiations themselves. Additionally, Influencers can negotiate with brand and finalize commercial within the platform. They can also share their unlisted link of campaign with brands on platform and get the feedback.

How important are the influencers from smaller town and cities and what is their scope of growth as compared to the ones who are in bigger metros?
- If we look at the current scenario for Influencers, majority of them belong to Metro Cities or Tier 1 cities of the country. Be it a YouTube Influencer or an Instagram influencer, most of them either belongs to Mumbai, Delhi or top metro cities etc. where they are already familiar with content monetization, brand deals and other means of generating income. While, the influencers in other smaller towns do not have the exposure, they don't understand how to reach out to the brands. But at the same time, if you look at internet penetration now, it has increased countrywide even in the smaller towns & cities. So now, the growth of content creators is increasing rapidly in these places too. There are many brands who want to target to smaller towns and rural India but there are not enough influencers who create content for this segment of audience while they can play a major role in to this eco system.

VidUnit has already worked with some big influencers, would you want to elaborate on the collaborations?
-We have been working with clients based out in The US, Middle East, China, Singapore, UK and various parts of the world apart from Indian Companies. I would categorically mention Duolingo, for which we've been campaigning for almost past 1 and half years. When Bytedance and TikTok were in India, we managed to get a lot of traction for them. We are also working with a lot of D2C platform like E-commerce platforms, learning platforms. Apart from that we recently started to work with few E-Gaming companies helping those acquiring new users.

Lastly, what would you tell the audience about Influencer marketing in today's world?
-This is the best phase for becoming an influencer or a creator because there are a lot of open avenues to generate content. Brands are considering Influencer marketing as it gives them flexibility to target precise audience, major ROI, engage with users deeply and build credibility and trust of the brand. According to the studies, previously a brand used to spend about only 7-8% out of their entire budget for influencer marketing which has now increased to about 40 - 50% on their campaigns. There are many D2C brands which spend heavily on influencer marketing campaigns and managed to build a digital brand in span of few years only. This trend of influencers will definitely continue for next coming years and will bring further opportunities for the content creators.