Actors on fringe make it big on social media

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by Jacob Solomon Sep 19, 2022 News
Actors on fringe make it big on social media

Bollywood actors with large social media followings but not great film careers are thriving online. The actors created content on their daily lives, family, fitness and travel to engage with their millions of online followers, leading to lucrative brand collaborations.

Patani and Rautela are two of India's most popular film celebrities. According to executives at celebrity and influencer management agencies, these actors make between 25 lakh and 40 lakh per post on their social media accounts.

Social media has made interacting with celebrity fans easier. It's the best way to get noticed and gain followers. The audience admires several aspects of an actor, not the least of which is their relatability.

Marwah said that marketers prefer to connect with celebrities who can give them good reach for their communication. She said that with millions of followers and the ability to engage viewers, these actors provide an accessible and affordable option to brands.

Imagine Meats, the plant-based food company she founded with her husband, has collaborated with Starbucks and Garnier. Patani has acted as an influence for brands. The social media sensation for helping out the distressed during the peak of the covid-19 epidemic has collaborated with Dabur India for its packaged honey.

The managing partner of a public relations agency said that social media has given actors a new lease of life. Brand perception of a celebrity has become fluid. It was possible to achieve celebrity status in an earlier era. It's about the role, relatability and accessibility today. The actors have a good understanding of consumer behavior and are able to use it to their advantage. While not endorsing brands, D'Souza and Riteish post funny clips of couple fights, while Patani is known as a fitness icon for posting her workouts.

The actors continuously engage with fans to stay popular, creating and posting about seven to 10 content pieces a week. The pieces of content are usually professionally shot and are generated keeping a digital strategy in mind.

The CEO of an agency that works withinfluencers said that several of them are making more money than other celebrities. Patani is seen as one of the best fitness instructors in India.

Aastha beecham is the business director of RevUp, a branded content vertical of Puretech Digital. If they promote a particular product, that category closes for them in the eyes of other brands from the same category. On the other hand, these actors (such as Patani, Rautela or D'Souza) mainly do influencer campaigns, like one-off posts with an eye on social media deliverables.

Kunal Khandelwal, group head of outreach at digital agency SoCheers, said that such celebrities can start a conversation and drive engagement with their fans.

This is a sought after trait. A lot of fan interaction is not allowed with big star brand collaborations. They bring star power to the endorsements, but it's done mostly through TV or digital ads, which are meant to be seen and heard.

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