In the series of interviews with market leaders, change-makers, and innovators, we bring our next interview with an entrepreneur & influencer marketer, Mr. Dheeraj Jorwal, Founder Brandzup Media.
Brandzup Media is one of the leaders in MCN (Multi-Channel Network) and Influencer marketing. Currently, Branzup Media is associated with 6 out of the top 10 Youtube Creators – Amit Bhadana, Harsh Beniwal, Make Joke Of, Round2Hell, Elvish Yadav, JKK Entertainment.
- When and How did the idea of starting an Influencer Marketing Company came into your mind?
In 2016, we shut our first business and started promoting the content of different brands organically, especially videos. During that time, few YouTubers started emerging such as Harsh Beniwal, Ashish Chanchalani, Round2Hell & many more. At the same time, I and my team started promoting the content of one or two creators. We had tremendous success in a short time. That is when I decided that, we can do this professionally and protect creators also from wrong practices. We developed a trust with our creators and we focussed on their growth rather than monetization.
Even today, we don’t charge anything from their YouTube monetization like other agencies. We are transparent with our creators which are backed by our agreements. We focus on everything about a creator apart from their personal life. We make sure that they are away from hate comments, trolls, and controversies. We help them with the growth of their content, monetization, and their evolution. We make them feel home and they stay connected with us.
- How difficult or easy it is to meet the KPIs set by advertisers in Influencer campaigns?
It is not that difficult if you know influencers and influencer marketing. It”s basically a package of 5-6 influencers. A lot of agencies do that , where they will give you 1 or 2 big influencers and put rest other who have huge numbers. But numbers are deceptive, you should focusing engagement rate, like share ratio, retention rate rather than numbers. For example, Carry Minati is one of the best influencers today as he has brilliant engagement rate. If you focus on these things, certainly you’ll be delivering amazing results.
- What should a new Youtuber or Instagram influencer take care of to make sure they get recognized by brands?
We can’t label anyone as an influencer. A guy with 50K followers can influence and give better ROI than someone with 1 Million followers. If a new creator comes on Instagram and YouTube, we focus on a few points. We focus on Content as it is the king on social media. The content should be unique and relevant as audience has a lot of options. Unique content brings more brands rather than engagement ratio. If someone is creating unique content then the brand will notice you. If someone is starting, they should start with barter deals. Once you are recognized, more brands will come. Content creation should be done with utmost honesty. For example, Technical Guruji is honest with his content and he aways creates the right thing. With honesty, consistency and unique content brands will come to you for sure.
- How has the tremendous Rise of Tiktok impacted influencers working on other platforms?
It had no impact. Everything is the same on the other platforms as it was earlier.
Team Next Big Brand extends Heartiest wishes to Dheeraj and Brandzup Media. We wish you good luck with the work you are doing. We hope to see more creators coming up with you.
You can find our other interviews over here.