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89.5% influencers witness a dip in engagement post ASCI guidelines: IPLIX survey

On the other hand, over 56.7% influencers said that they found the ASCI guidelines to be helpful.

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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.”

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