OpraahFx, an influencer marketing and talent management company, launched its new division, Creator Accelerator Programme (CAP) last year. This initiative, conceived by OpraahFx founder Pranav Panpalia, is designed to identify and support the growing community of micro influencers, accelerating their growth and helping them to monetise their content.
OpraahFx manages influencers, and this programme will offer aspiring creators a chance to connect with them closely and provide creative support to guide these micro-creators to develop more engaging content. This includes guidance on SEO, content optimisation, and training in innovative growth strategies.
Under the mentorship programme, OpraahFx has onboarded over 100 creators from various categories, including fashion, beauty, gaming, tech, fitness, travel, and food.
Medianews4u.com caught up with Pranav Panpalia founder OpraahFx
Q. Was 2024 the year that influencer marketing came of age as an industry?
The rise of the creator economy in India has been a driving force for brands to connect with their target audiences. According to the Influencer Marketing Report 2024 released by Influencer.in, by 2028, over 80% of brands are expected to allocate up to 30% of their marketing budgets to influencer marketing. This projection highlights the increasing importance of creators in driving brand narratives and fostering meaningful customer engagement.
With more platforms offering monetisation tools and advanced analytics, brands are leveraging influencer marketing not just for reach but for measurable ROI. In India, the creator economy’s rapid growth mirrors global trends, demonstrating the potential of this industry to shape consumer behaviour and redefine how brands connect with audiences.
As influencer marketing matures, 2024 can be seen as the year it truly came of age, evolving into a powerful and data-driven pillar of modern marketing strategies.
Q. Did budgets shift a lot towards influencer marketing from traditional media in 2024 and was it chosen because it was more cost effective?
One of key strengths of influencer marketing is its ability to deliver measurable outcomes through detailed insights, ensuring brands understand the impact of their investments almost immediately. Influencer marketing offers direct engagement with targeted audiences, making it easier to measure results and optimize strategies in real time.
For instance, our top creator, Sourav Joshi, was named the brand ambassador for India’s homegrown smartphone brand, LAVA which captured over 85 Lakh views with massive engagement on the comments section.
This blend of precision and efficiency has solidified its place as a preferred strategy for businesses aiming to connect authentically with consumers. Brands aren’t simply seeking a “cost-effective” approach; they are focused on achieving the most meaningful and positive impact on their audience.
Q. What key trends were seen in influencer marketing in 2024?
Brands for sure demonstrated growing confidence in investing in influencer collaborations. Platforms like Instagram, with their audience-centric algorithms, have made it easier for brands to reach and engage new audiences effectively. This shift has also resulted in brands to prioritize long-term partnerships with influencers, moving away from one-off campaigns to build deeper trust and lasting impact.
Gen Z, with their strong preference for authenticity and relatability, has also played a transformative role in reshaping the industry, influencing both content styles and marketing strategies.
Q. What role did influencer marketing play in helping brands stay relevant in a fast-evolving digital world in 2024?
Influencers are able to connect with their audiences on a personal level, cutting through the noise of traditional advertising. Whether it’s a macro or a micro influencer, these creators also have the power to connect brands with a fresh audience of potential customers. Brands, traditionally known for partnering with celebrities and top athletes exclusively, are now actively collaborating with influencers.
They now recognize the importance of being visible and engaging where their audience spends time. With influencers emerging as the new-age idols, they offer a unique avenue for building meaningful connections and celebrating brand stories.
Q. Were fashion, beauty, gaming, tech, fitness, travel, and food the main categories that heavily used influencer marketing in 2024?
Yes, these categories are among the most popular for influencer marketing in 2024. Brands frequently sought collaborations in fashion, beauty, gaming, tech, fitness, travel, and food, as these areas consistently resonate with audience interest at large.
They cater to viewer interests by combining entertainment with leisure, making them favorites for both content creators and their followers.
Q. Micro-influencers drove festive purchases on par with macro-influencers according to a Meta report. Why are they growing in importance?
I would say one of the key factors is micro-influencers often achieve higher engagement rates thanks to their closer interactions with their audience. They excel in building trust and fostering authentic relationships within niche communities.
As we currently manage over 200 emerging creators under our Creators Accelerator Programme (CAP), we’ve seen a significant interest from our brand partners in collaborating with these influencers. Not only are they cost-effective, but their strong connection with followers makes them an attractive choice for brands looking to promote their products through direct engagement.
Q. What role did AI play in 2024 in helping agencies like Opraahfx connect brands with the right influencers?
If we trust The State of Influencer Marketing Benchmark Report 2024, the influencer marketing industry is projected to grow to approximately $24 billion by the end of the year, with 63% of brands planning to integrate AI into their influencer campaigns. Of these, 55% specifically utilize AI for influencer identification.
AI has been instrumental in streamlining every phase of influencer marketing. From assisting in the discovery of the right influencers to automating performance analytics and creating detailed campaign reports, AI enables brands and agencies like OpraahFx to make data-driven decisions, optimise strategies, and maximize the impact of their collaborations. The industry will continue to witness more dependency over AI in coming years for sure.
Q. Gen Z prefers product discovery on platforms like Instagram (69%), YouTube (62%), and TikTok (50%) according to Bazaarvoice. What role did influencer marketing play in driving conversions on these platforms in 2024?
Influencers connect brands with their audience by sharing recommendations, honest reviews, and creating trending content. Features like Instagram Stories, YouTube Shorts, and TikTok trends further help these campaigns to reach more people and make it easier for them to buy.
By building trust and strong connections, influencer marketing boosts engagement and sales. It is no news that Gen Z prefers brands with a strong social media presence, making influencer campaigns a great way for brands to connect with this audience effectively.
Q. In 2024 what were Opraahfx’s goals and to what extent were they achieved?
I would say 2024 was a landmark year for OpraahFx, marked by significant achievements and successful milestones. We launched two innovative verticals: the Creators Accelerator Programme, a dedicated initiative to support emerging talent in content creation by connecting them with brands, and OhSoFunny, our meme marketing division that has been driving trends in the digital space. Despite being newly launched, both divisions have shown remarkable growth and profitability in a short span, solidifying their value to OpraahFx and reflecting the success of our goals for the year.
Q. One thing that the agency did was introduce a dedicated meme marketing wing, OhsoFunny. What prompted the move?
Memes have become a widely popular form of creative expression, extensively used in advertising, marketing, social messaging, and even celebrity image building. While meme characters are highly effective at reaching large audiences quickly, influencers offer a deeper emotional connection and stronger storytelling.
Memes seamlessly flow through homogenous or creator groups, creating ripple effects that connect with vast social media audiences. To provide our clients with a comprehensive solution, we’ve partnered with over 40 top mainstream meme creators, all working exclusively under the OpraahFx banner.
Q. How does the agency’s Creator Accelerator Programme support micro influencers?
At OpraahFx, we proudly support over 200 micro-creators, bringing them under our arm to nurture their growth and maximize their potential. We assist them at every step, connecting them with top-tier brands, providing mentorship, handling negotiations, ensuring a seamless payment process and other logistical requirements.
Our focus is on empowering these creators to build strong, lasting associations with leading brands, helping them unlock more opportunities and thrive in the competitive landscape of influencer marketing.
