MAM
GUEST COLUMN: AI-powered influencer marketing redefining the landscape in 2022
Mumbai: From Facebook recasting itself into a metaverse to marketers executing new lines of thought for sailing through yet another year amidst the pandemic, 2021 was indeed a roller coaster year for the digital marketing industry. However, one phenomenon which flourished all through was influencer marketing.
The thriving influencer marketing arena in India is expected to grow at a compound annual growth rate (CAGR) of 25 per cent till 2025 to reach a size of Rs 2,200 crore (Source: GroupM INCA’s India Influencer Marketing Report). Globally, the industry is set to increase by approximately $13.8 billion by 2022 end (Source: 2021 State of Influencer Marketing Benchmark Report). What’s more, the induction of AI into influencer marketing is going to completely change the dynamics of decisions & ROI from it.
With a plethora of types of influencer relationships and ongoing campaigns, supervising it the right way will be pertinent to a brand’s success.
Data and analytics are now at the centerstage with marketers focusing on when and where to run campaigns, what kind of influencers, and how many influencers to engage with. By measuring the impact and performance of influencer campaigns, Data-driven influencer marketing is not only helping marketers calculate the ROI, further optimise the campaigns but is also helping them identify new opportunities and shortlist key influencers for future collaborations- while keeping a close eye on consumer preferences.
As tools, artificial intelligence (AI), machine learning (ML), and natural language processing (NLP) are redefining the way brands conceptualise and execute influencer marketing by integrating quantitative and qualitative metrics in a relevant way. Such AI-driven influencer marketing campaigns will improve quality audience check and success measurements. Let’s deep dive into this…
The right Influencer: In the recent influencer campaign meetings ‘The right influencer’ term is being used by brands on a continuous basis and they need a more detailed understanding of the selection. This process is going to be governed by AI technology by the end of this year since it’s all based on the data & if we are able to process those calculations in microseconds instead of minutes then this hunt will certainly get more interesting.
With a few common filters we can easily narrow down the list but if we actually want to go in-depth for any decent-sized campaign, it consumes a lot of time and effort which can be easily tackled with AI-based tools. AI-based influencer marketing systems are steadily being leveraged to analyze the minutest of data from an influencer’s social media profile including every content piece posted by them.
Marketers are looking to partner with those influencers whose online persona and style resonates with their brand’s image- to ensure that those influencers’ audiences are more likely to engage with their brand. AI-powered influencer marketing is helping brands analyse the performance of multiple influencers across various social media platforms irrespective of the language being used. Such scalability will further expand this year as marketers analyse diverse metrics including the reach and engagement metrics of individual posts.
The Game of Fake Audience: While it can become really tricky to analyse the authenticity of the audience manually, AI is changing this game altogether. With the right algorithmic factors and by considering the step-by-step evolution of ML in this process, brands and agencies can make the right decision without too much time allocation.
Reporting: ML & AI can assist marketers by generating very insightful analysis. The industry stakeholders are seeking to understand the reach and impact of influencer campaigns on multiple levels, even when the campaign is not huge in scale. AI will definitely help in exploring the influencer marketing insights on a level that the market hasn’t explored before and hence add many layers to what brands and agencies are doing so far.
2022 will be a game-changing year when it comes to AI’s influence in the world of influencer marketing. It will play a crucial role in tracking sentiment to shortlisting influencers of all sizes and influencing brands in the way they define their goals and prioritise authenticity. The growing market of D2C brands in India is steadily increasing their budgets and now also want to control their data and creator relationships with the help of AI tools. 2022 will further raise the excitement with new influencer marketing trends unfolding for D2C brands, e-commerce companies, digital marketing, and advertising agencies.
This year will see an escalation of influencer marketing growth as digital marketers will combine innovative strategies with data-driven marketing.
(About the Authors: Shreyansh Bhandari is the Lyxel&Flamingo co-founder and COO; Veda Bashishtha is the LYRKL co-founder and CEO)
Starting a business is one of the most financially demanding transitions a person can make. In the early months, expenses are immediate and often unpredictable, while revenue streams may take time to stabilise. For first-time entrepreneurs, securing small business loans can feel like a paradox: lenders expect a clean financial track-record before approving a loan, but the business cannot establish that track record without funding. Understanding the start-up lending environment in India and knowing the realistic funding options make this process far less daunting, allowing entrepreneurs to plan strategically.
Why Traditional Business Loans Are Harder for Start-ups
Most financial institutions require a minimum business vintage of 2 to 3 years before approving a term loan. This is because the first two years of operations carry the highest risk of failure. For start-ups less than 12 months old, traditional loan options are limited, and lenders often ask for substantial collateral to mitigate risk.
The vintage requirement is not arbitrary. Businesses that have survived their first two operating cycles demonstrate market viability, which significantly lowers the lender’s risk. Until this milestone is reached, entrepreneurs often rely on bootstrapping, personal savings, or alternative financing to build a stable business foundation. Understanding this reality helps first-time entrepreneurs set practical expectations when seeking funding.
Government-Linked Schemes for Startups
India offers several government-backed schemes to support first-time entrepreneurs. One such scheme is the Pradhan Mantri Mudra Yojana (PMMY), which provides collateral-free loans for micro and small enterprises in three categories:
● Shishu: up to Rs. 50,000
● Kishore: Rs. 50,000 to Rs. 5 lakh
● Tarun: Rs. 5 lakh to Rs. 10 lakh
These loans are available through eligible lending institutions, making them suitable for early-stage businesses. For first-time entrepreneurs, a Mudra loan not only provides initial working capital but also helps establish a credit history. Repaying a Mudra loan on time strengthens the entrepreneur’s profile and increases the chances of securing larger loans in the future.
Using Personal Loans to Fund Early-Stage Needs
When business loan eligibility is not yet established, a personal loan can serve as bridge funding. These loans are assessed on the individual’s credit profile and income rather than the business’s financial history, making them accessible to salaried individuals or those with a strong personal credit record.
Personal loans have limitations: the loan amount is capped based on personal income, and the interest rate is typically higher than secured business loans. Nevertheless, taking out a personal loan during the first 12 to 18 months can provide crucial support as the start-up builds its financial profile. It is especially useful for covering immediate expenses such as inventory, marketing, or office setup costs.
Alternative Financing Options for Startups
For start-ups that are not yet eligible for traditional business loans, other financing options are available through financial institutions. Many lenders offer startup-focused or small-business loans designed for early-stage businesses. These loans evaluate the entrepreneur’s personal credit profile, business plan, and projected revenue rather than relying solely on business vintage. Financial institutions such as Tata Capital provide these loans with minimal documentation and fast disbursal, enabling entrepreneurs to manage operational expenses, purchase equipment, or fund early growth initiatives without pledging collateral.
Some lenders also offer flexible loan amounts, quicker approvals, and streamlined processes, making them well-suited for first-time entrepreneurs. Exploring these options early allows start-ups to access working capital while gradually building a credit history that will support larger loans in the future.
Building the Right Financial Profile Before Applying
For entrepreneurs planning to apply for a business loan in 12 to 18 months, the preparation period is critical. Key steps include:
● Filing Income Tax Returns (ITRs) consistently and accurately from the first year
● Maintaining a clean current account with regular deposits and no overdraft patterns
● Keeping the promoter’s CIBIL score above 750
Lenders assess start-ups by examining these signals. Entrepreneurs who maintain financial discipline from the start will have stronger loan applications after two years. Additionally, tracking cash flow and avoiding irregular withdrawals can further enhance the business’s credibility.
Collateral-Based Options for Larger Requirements
Startups requiring larger amounts beyond government schemes can consider loans against property. These loans allow entrepreneurs to access larger amounts of funding at lower interest rates, as the property secures the lender’s risk.
This option carries significant risk: using personal or family assets as collateral can result in a loss if the business does not perform as expected. Such loans should be considered only when the business plan is validated, the entrepreneur has clear cash flow projections, and the repayment strategy is realistic. Careful assessment of risk versus reward is essential before pledging assets.
Practical Steps to Strengthen Your Loan Application
To maximise the chances of approval, entrepreneurs should:
● Maintain accurate financial statements, bank records, and GST returns.
● Avoid over-borrowing; apply for realistic amounts that match business needs.
● Keep personal and business credit profiles in good standing.
● Explore lenders that offer startup-friendly products.
● Be transparent and complete in all documentation.
Taking these steps early ensures a smoother and faster loan process when the business is ready for formal financing. A well-prepared application reduces processing delays and demonstrates professionalism to the lender.
Conclusion
First-time entrepreneurs often face a funding gap in the early stages, but it is usually smaller than it appears. Maintaining clean banking records, filing ITRs consistently, and exploring personal loans, government schemes, and alternative financing options help build a strong financial profile. Entrepreneurs who plan systematically from day one are better positioned to access formal credit sooner, giving their start-ups financial stability through small business loans.
The ideal time to start building a credit-worthy business profile is the very first month of operations, not when applying for a loan. By understanding available funding options and acting proactively, first-time entrepreneurs can confidently apply for a business loan and set their businesses on a path to long-term growth.
