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Instagram teen influencers drive Money and popularity
Bhargav Kheni, 19, has about 120,000 followers on Instagram and that makes him a social media celebrity. Kheni is known as an influencer in social media lingo given his follower base. The Surat-based teenager, who captures and attracts followers through photographs, started exploring the photo-sharing platform about two and a half years ago. By then, he had already learnt how to work editing software such as Adobe Photoshop and Lightroom by watching YouTube videos and was editing his own pictures.

“I started off on Instagram by uploading pictures I’d clicked and edited of people and things around me," said Kheni. As his pictures started getting traction on his Instagram account, an opportunity caught his eye. “I saw others use Instagram to share their fashion ideas and I thought of giving it a try," said Kheni, for whom this became a turning point. He is now pursuing modelling as a career and has taken a break after completing school because he wants to focus on getting fit. “I am taking a break to get into the right shape for modelling. I am planning to do an undergraduate course from an open university so I have a degree," said Kheni.


One of the boons of social media is that young individuals get a ready platform to showcase their talent and build their brand value. The advertising industry, on its part, has been capitalising on such brands as part of its strategy to tap consumers through new media.

According to a recent study by Deloitte India, called Unravelling the Indian Consumer, 28% millennials purchase products due to social media recommendations and 63% of them stay updated on brands through platforms such as Instagram and Facebook. Social media platforms form an important part of the millennials’ shopping journey as it influences their purchase decisions, said the study.

And this gives social media influencers such as Kheni a chance to monetize the craft. “Advertising products through Instagram influencers works out way cheaper for brands because social media marketing is still in its nascent stage. Plus, if you pick a new kid on the block, it’s even cheaper. However, in a typical media advertisement, brands have to pay a lot because ad placements in newspapers or on TV are very expensive," said Anil Talreja, partner, Deloitte India, a multinational professional services network and a consulting firm.


Uploading pretty pictures is not what makes brands approach these teenagers for collaboration or business. It is the follower base that does it. As the number of followers increase, so do their collaborations with brands.

Kheni’s large number of followers has made him an ideal fit for many brands such as Fastrack watches, Revive beverages, The Indian Chai, TAGG, a consumer electronics brand, and Shein, an online



clothing brand, among other brands.

Kheni is among the many other teenagers who are using Instagram to monetize their ideas.

Shilpi Saha, 25, a Kolkata-based fashion blogger and influencer, who has about 106,000 followers on Instagram, said that payments vary widely across brands and the number of posts. “Brands pay as per their requirement. I can make anywhere between ₹25,000 and ₹35,000 for multiple posts by uploading a few pictures or videos along with a couple of stories on Instagram endorsing the brand," said Saha. Her first collaboration was with Myntra when she was 21 and since then, almost all her posts are promotional content for brands such as Max Fashion, FBB, Grofers, Lakme, Westside and Budweiser, among others.


The rewards don’t always come in cash. Kheni, for instance, has a different deal with different brands. “If it’s a clothing brand, they just let me keep the clothes and give me a unique discount code which I attach with my post on Instagram. Each time someone makes a purchase using this code, I get paid about 10-12% of the total sale amount," said Kheni.

When Kheni had 50,000 followers, he charged ₹600 for a post. Now that his followers have increased, he charges upwards of ₹1,000 for a post. “For Instagram stories, I am paid ₹300-600 per story," said Kheni.

However, a part of what these influencers make is ploughed back into doing the photo shoots that keep the followers hooked and generating new content and ideas. Most teen influencers either invest in their own equipment or collaborate with studios to cover up for costs. Kheni collaborates with studios, while Saha’s brother is a photographer and does all her shoots.


Mumbai-based Jaijeet Singh, 15, has just teamed up with in excess of 10 brands, including Shein and Sunburn celebration in India, for publicizing on Instagram, however it's not the cash that energizes him. He is in it for the prevalence, and says that being a web based life influencer is a piece of his adventure to turn into a cinematographer. "My dad handles all my fiscal exchanges. I am here for the general population who tail me and the gratefulness I get on my Instagram posts. It satisfies me to realize that individuals like my style," said Singh, who has about 1.7 lakh devotees on Instagram. He as of late marked an arrangement with Skagen Mark for Holi. 

Guardians likewise have an expanded duty given that the tyke has had the capacity to cut the monetary strings from the get-go throughout everyday life. As guardians you have to enable your kid to deal with their cash proficiently. Show them how to organize their buys or spends by giving them point of view. In particular, keep your correspondence lines open so they can connect with you without stressing.
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