Overselling Puts Off The Audience: Gaurav Gera
Gera believes that the influencer market is not just a passing trend but is here to stay
Gaurav Gera has had a pretty successful stint on television, remember Nandu from the hit series ‘Jassi Jaise Koi Nahi’. Nandu is Gera. Todays’ generation knows him as a social media star for the characters he essays on platforms like Instagram, YouTube, TikTok and even Snapchat. Famous for his shenanigans from the Chutki and Shopkeeper series, his official Instagram handle now has 443k followers, his YouTube subscriber base is 315k and on TikTok he has a fan base 986.9k.
It is no wonder then that top brands have made a beeline for Gera given his effortless connect with the audience across all age groups.
Gera on his part believes that the influencer market is not just a passing trend but is here to stay. Putting forward his views on the scope of digital advertising he says, “Advertising through the internet is growing and I see it growing further. I see a lot of scope. What is fuelling it is funding of course, which is advertising. I think advertising is very targeted. At times I’ve noticed if I'm looking for a product, the internet shows me that very product on other social media sites. It is helpful in a way as it helps me with options when it comes to purchasing.
Gera, however, has a word of caution for influencers and brands that are looking at the online space as a marketing medium, he believes that subtlety in selling works and overselling only puts off the audience, he elaborates, “ Not just the creators but also those that invest into creating content are changing. Four-five years ago brands would direct the influencer on how to talk to the influencer, however, that is changing now. Overselling puts off the audience. When I make content, every post is based on my understanding of the audience.”