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  • Naina In The News

Who Killed The Influencer : Mint Lounge #Press

  • August 30, 2019
  • naina

Read the original article on the Mint website here : Who Killed The Influencer – by Sohini Dey. You can also click on any of the images in this blog post to see larger versions and read from there.

I was among a bunch of other folks from the industry, who were interviewed for this article.

It was published in Mint’s Lounge print edition in March 2019. I’ve gotten around to publishing it on my blog only now though. Don’t ask. This year has been a roller-coaster of amazing work AND anxiety.

It appears that nearly everyone is re-thinking Influencer Marketing. At the same time, I know that my typical influencer friends are continuing to get paid for a lot of the regular work that this article is pointing toward.

Whether something will change in the industry overall is yet to be seen. Influencer Marketing continues to be one of the cheapest ways for brands to reach their target market. The “spray and pray” method, however, is still a waste of money and time in the long run.

I genuinely believe that influencers are here to stay. In what form and what business models evolve from this, is something that no one can predict at this stage. The Indian Influencer market is a whole different animal to boot. It is running on momentum because there are too many of us in it. If I will say “no” to something, there will be hundreds ( maybe even thousands ) of others who will say “yes”. No one’s being able to sit back, collect their thoughts and look at the bigger picture and the long tail. Sitting back would involve hitting the PAUSE button on work and money and that’s not comfortable for everyone.

It is essential though. To re-group, re-look at what we are doing and think about #GoalKyaHai, especially in the long run.

Thanks for reading my blog and keeping track of all my shenanigans on social media!

For more updates and news in the Press on this blog.

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Naina Redhu is a professional photographer & visual artist.

Her career, spanning 16 years, started with an MBA in IT & Systems, to a job as an Innovation Management Consultant, to branding & graphic design work for international clients, to a full-time solo-entrepreneurship as an Experience Collector.

Naina started her blog 16 years ago and it has evolved from writing about Creativity & Innovation, to sharing case studies about Branding & Graphic Design to finally a destination for some of the leading Luxury & Lifestyle brands as Naina writes features for these brands and photographs them.

Having traveled all over India as a child ( the advantage of having a father serving in the Indian Army ), she is also well-traveled across Europe ( Austria, Switzerland, Netherlands, Italy and France ), Asia ( Bhutan, Sri Lanka, Thailand, and Vietnam ), America ( New York, Los Angeles and San Francisco ), and Canada.

Naina has her own podcast called The Naina Redhu Experience, where she talks about the business and professional aspects of photography, blogging and influencer marketing in India.

Her abstract art, under the KhaosPhilos label can be shopped on the Naina.co online store and she is available for bespoke commissions as well.

"The New Rules of Online Brand Building", Naina's on-ground workshop, recently wrapped up its 7th Edition. Launched in 2018, "Workshops By Naina" is going to be seeing more editions across the country & online.

Naina is also available for hire as a Speaker. She has been invited as a Keynote Speaker at a blogging conference and also speaks about the business of photography in India.

Always learning & evolving online, she has presence across several online spaces including Twitter, Instagram, Facebook, YouTube, Pinterest, LinkedIn, TikTok and her podcast can be found on all podcast channels and apps.

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