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Key Points

The WAVES 2025 summit in Mumbai brought together leading digital content experts to discuss influencer marketing's evolving landscape. Panelists including Shibani Akhtar and Vinay Pillai emphasized the critical importance of authenticity in digital content creation. They stressed that influencers must maintain transparency, disclose partnerships, and create platform-specific strategies to engage audiences effectively. The experts called for continued professionalism and ethical standards in the rapidly growing digital advertising ecosystem.

Key Points: Shibani Akhtar WAVES Panel Reveals Influencer Credibility Secrets

  • Maintain authenticity while creating branded content
  • Understand platform-specific audience engagement strategies
  • Disclose paid partnerships transparently
  • Build long-term audience trust through ethical content
2 min read

Safeguard credibility, define boundaries, communicate honestly, WAVES panel advises influencers

Digital creators learn key strategies for authentic content, brand partnerships, and audience trust at WAVES 2025 summit

"Influencers must be deeply involved in content creation and branding process - Shibani Akhtar"

Mumbai, May 4

Influencers in the digital world need to safeguard their credibility, clearly define their boundaries, and communicate honestly with their followers, experts said on Sunday.

The conversation centred around the growing influence of digital creators and the ethical, creative, and legal frameworks needed to build sustainable and credible influencer marketing.

At a special breakout session at the World Audio Visual and Entertainment Summit (WAVES) 2025 here, film actor Shibani Akhtar highlighted that influencers should always stay true to their voice while collaborating on branded content.

She stressed that for influencer marketing to work effectively, creators must be deeply involved in the content creation and branding process.

Akhtar advised influencers to ensure that campaigns reflect their personal beliefs and values, which helps in maintaining authenticity in their partnerships.

Pocket Aces Chief Business Officer Vinay Pillai emphasised that influencers must understand the unique nature of each digital platform they work with.

He pointed out that audience engagement differs across platforms, and as such, creators should avoid a one-size-fits-all approach.

Instead, he encouraged influencers to adopt platform-specific strategies and focus on building their brand consciously, based on data-driven content decisions that resonate with their audiences.

ASCII's Saheli Sinha also contributed to the conversation by stressing the need for influencers to be transparent about their paid partnerships.

She contended that influencers should disclose when content is promotional and ensure that the content they create is ethical and informative.

Sinha also said that ASCII offers educational programmes to guide upcoming creators on the legal aspects of advertising, content standards, and maintaining audience trust.

The panel underscored the importance of authenticity, transparency, and responsibility in content creation and advertising.

The experts encouraged content creators to build strong, long-term relationships with their followers by ensuring transparency, trust, and clarity in their advertising intent.

They also called for the industry to continue its efforts to uphold professionalism in the rapidly growing digital advertising space.

- IANS

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Reader Comments

R
Rahul K.
Finally someone said it! So many influencers these days just promote anything for money without caring about ethics. Brands and creators both need to be more responsible. #AuthenticityMatters
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Priya M.
As someone who follows many beauty influencers, I've noticed how some suddenly change their opinions when paid. It's so refreshing when creators stick to their genuine reviews. More power to ethical influencing! 💯
A
Arjun S.
While I agree with most points, I think the panel missed discussing how smaller creators often get pressured by brands to compromise on ethics. The industry needs stronger protections for upcoming influencers too.
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Neha T.
The point about platform-specific strategies is so important! What works on Instagram won't work on YouTube. Indian influencers need to understand their audience better across different apps. Great insights from WAVES!
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Sanjay R.
I appreciate ASCII's initiative to educate creators. Many young Indians are entering this field without knowing the legal aspects. More such programs needed across India, not just in metro cities.
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Meena P.
Transparency is key! When influencers hide paid partnerships, it feels like betrayal to followers. I've unfollowed many for this reason. Hope this discussion brings positive change in our digital space 🙏

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