Recipes to fall in love with: Chefs, entrepreneurs, and social media

New Delhi : Beyond the traditional realms of movies and sports, the reach provided by social media platforms is creating a new league of celebrities and influencers.

From chefs like Ranveer Brar to startup founders like Aman Gupta, skilled and confident people are creating content that caters to niche communities on social media. They have also invested in building a team and production setup to create professional content on a regular basis.

“Social media has democratized access to fame and created an opportunity for everyone to express their opinions. As long as you’re passionate about something, you can engage your community in ways that celebrities have traditionally done. It is possible to build and reach audiences,” said Gunjan Arya, CEO of OML Entertainment, an artist and event management and content production company. , Said.

Industry experts say that while they don’t come close to, say, movie stars in terms of sheer popularity, new-age celebrities are a lucrative option for marketers and brands, especially when the products match their personalities. Says.

Arya pointed out that audience preferences are constantly evolving as people look beyond the realm of entertainment for more relatable and real content. “If you have a community that is excited about the content you are sharing, they are more likely to believe in you. “Having endorsements from real people who resonate and are thought leaders in a particular industry is a huge opportunity for both brands and influencers,” she added.

The trend of professionals from different fields becoming content creators is due to social media’s ability to provide a direct and personal way to share expertise and engage with audiences, says AnyMind Group India and MENA said Rubina Singh, Country Manager (Middle East and North Africa). , a technology company that provides tools to businesses and influencers.

Chefs like Kunal Kapoor and Ranveer Brar, entrepreneurs like Ashneel Grover and Aman Gupta, as well as fitness experts Ankit Bhaiyampuria and education like CA Rachana Ranade and Raj Sharmani. is also an example of such a celebrity.

“These people present a unique opportunity for brands, providing a highly engaged niche audience that values ​​their credibility, expertise on the subject, and their recommendations. “Targeted marketing efforts often have higher conversion rates and offer a distinct advantage over traditional influencers by fostering deeper, more meaningful engagement with followers.” says.

Sure, such names offer a more focused reach, if not equal to the rates commanded by A-list celebrities, but that doesn’t necessarily work for mass-market brands.

Sahil Chopra, founder and CEO of ad tech platform iCubesWire, said these social media stars can command anywhere in the following range, depending on their reach and engagement rate. INR500,000 and INR$1.5 million per Instagram Reel. This is because collaboration with them can deepen empathy with the target audience and create a sense of trust.

OML’s Arya pointed out that over time, some non-entertainment creators have been able to build businesses on gaining fame. While her YouTuber Tanmay Bhat has built a career in the advertising industry as a creative director, Nish Hair’s passion for hair health and thinning hair led her into the hair extension business. “Celebrities outside of entertainment have successfully established their social media fame to promote their brands and build communities,” Arya said.