'Many B2C brands have shifted their focus to influencer marketing'

The authenticity of influencer marketing is in that it is driven by the users themselves, not dictated by brands: Ramya Ramachandran, founder, Whoppl.

According to a recent report by Dentsu India and Boomlet Group, 70 per cent Indians believe that influencer marketing has an impact on them, with 21 per cent saying that they are "extremely likely" to buy a product or service promoted by an influencer. Ramya Ramachandran, founder and CEO of Mumbai-based content to commerce company, Whoppl, tells Anuradha Mishra about the word-of-mouth effect content creators have on consumers and how brands measure their impact. Edited excerpts.

How are influencers and content creators reshaping the advertisement industry?

Content creators bring a unique perspective to product promotion, presenting it from a relatable consumer