Audience response is the primary indicator of a brand collaboration's success: Prajakta Koli

At the GroupM Brew event, held on 16 October, Prajakta Koli, artist and creator was in conversation with Kunal Sawant, business head, INCA. 

Koli's insights shed light on the vital elements of authenticity, transparency, and responsibility in brand collaborations. She also underscored the need to foster long-term relationships and advocate for social causes, exemplifying the evolving role of influencers in today's digital landscape.

Balancing transparency and authenticity 

Koli emphasised that transparent communication between influencers and brands is crucial. 

She highlighted, “The importance of both parties being on the same page concerning ethics, messaging, and deliverables is essential.”

The key, as she sees it, is that a brand's presence should seamlessly integrate into the content and not feel forced or inauthentic.

Balance between creators and brands

Koli noted that the evolving influencer landscape and increasing awareness have simplified the balance between creators and brands. 

She voiced, "With the growth of influencer marketing, both parties now understand the importance of ethics, messaging, and deliverables, making it a favourable time for creators to collaborate with brands. There should be more open communication, and shared values are key elements in creating successful collaborations."

Power of long-term associations 

While Koli prefers long-term collaborations with brands, she acknowledged that the nature of content varies, making it challenging to have a blanket preference. 

“Long-term partnerships work well, especially when there is a strong alignment between the influencer's values and the brand's objectives. However, short-term associations can also be effective, provided the content remains in harmony with the influencer's identity and resonates with the audience,” she remarked. 

Koli then cited an example of her brand partnership with Gillette. 

Koli elaborated, "This marks the fourth year of my collaboration with Gillette, and it has evolved into a wonderful relationship. It began organically, and over the years, it has transformed into a close-knit family. We maintain constant communication regarding various product launches and collaborative projects. At this point, the videos created for Gillette are not viewed as mere brand promotions. Instead, it has become an integral part of the content. This long-standing partnership streamlines our conversations and approach towards branded content videos."

Diversity in content creation

Koli highlighted the diversity in content creation, from long-form to short-form, tweets, stories, YouTube shorts, mentions, and appearances. 

She explained that preferences between long-term and short-term collaborations also depend on the nature of the content and its resonance with the audience.

Koli shared, "The three-video collaboration that I did with Tetley Tea for #RealTalkTuesdays on YouTube, emphasised that the duration of collaborations depends on the content. The audience's response is the primary indicator of a collaboration's success, as they provide valuable insights into the effectiveness of the conversation."

Advocacy for social causes

Koli, a vocal advocate for body positivity, mental health, and environmental issues, shared her journey in using her platform for social change. 

She explained, “The social responsibility role that I have is often that of a mediator, breaking down complex topics into digestible pieces for my audience. The approach is to make important conversations relatable and understandable, with an intent to connect with followers on a deeper level.”

However, Koli doesn't view her influence as a burden but as a responsibility. 

“There is a huge importance in being conscious and aware of the impact of the words and opinions creators can have on its vast audience. The content advocated for reflects my innate commitment to spreading positivity and awareness, making my role as an influencer a rewarding one," she surmised.