Trust Has A Lot Of Value On Digital Platforms: Mumbiker Nikhil
Mumbiker Nikhil (Nikhil Sharma) shares his views on the evolution of the influencer market domain, brand endorsements with influencers and what generates revenue
Mumbiker Nikhil (Nikhil Sharma) is renowned name among the bikers and moto vloggers fraternity. Nikhil has over 923K followers on Instagram and over 2.81 million subscribers on YouTube. The most popular vlog on his channel is a travelogue of a solo ride on his motorcycle to Leh and Ladakh.
“Influencer Marketing has evolved a lot. With nano and micro-influencers even taking center stage, brands can now garner better reach and impact if they pick an influencer in the same niche as they are. The only trend that influencers need to keep in mind is to be consistent with their content and pick brands that relate to the content they create. Also, sitting in on the brief for brand integration and taking a creative call on the content will create a better impact and won’t lose the consumers' trust.”
Mumbiker Nikhil talks about the evolution of the Influencer Marketing space and what fuels revenue for them.
Edited excerpts below:
How has the Influencer marketing space-grown?
In 2017 it was only about big celebrities. In 2018, from black and white it became grey and 2019, the value of content creators and influencers has reached a high level. 2020 will be a year where we can prove ourselves. Now people come to see us because of our high follower count, we need to change the game and build a connection.
What fuels revenue for an Influencer?
Earlier I used to only make money from YouTube. Then came Instagram, then came promotions and today I am a digital ambassador for a few brands. I am a vlogger and previously I was in the hospitality industry. I understand how to balance between being a manager for a brand and forming a connection. Today, I actually make more revenue on brand endorsements than from YouTube.
Your favorite social media platform?
My heart is on YouTube because it has made me who I am. One can stay connected to your audience easily.
Are brands persistent in terms of engagement?
Since I have a substantial following, I have the luxury to be picky about engagement when it comes to a particular brand. I have built up trust and it has a lot of value on digital platforms.