Скачать или смотреть Ep-2: The New Rules of Influencer Marketing (and What Actually Works)

Influencer marketing isn’t in its experimental phase anymore — it’s evolving into something far more intentional, measurable, and human.

In this episode of Dear Marketer, Nidhi Thakkar, who leads Creator Programs at Amazon India, joins Harshini Ravikumar, Zoho for a candid conversation about the state of the creator economy today. From building trust with creators to moving past vanity metrics, Nidhi unpacks what it really takes to run scalable, meaningful influencer programs — and why the industry’s shift toward performance doesn’t mean leaving authenticity behind.

Expect sharp insights on:
✔ What brands are finally getting right (and wrong) about creator partnerships
✔ Why niche creators are driving deeper impact than celebrity collabs
✔ The changing definition of ROI in influencer marketing
✔ What success looks like when reach isn’t the only goal
✔ And how creators can future-proof their income beyond brand deals

It’s a no-fluff, clarity-filled take from someone building at the intersection of strategy and storytelling.

00:08 - Creators become the new storefront? When influence drives sales and not just likes?
02:16 - What brought you into marketing in the first place?
05:06 - Walk me through your career journey. What's something that you learned?
07:13 - How has influencer marketing evolved over the past 3–4 years?
11:10 - How do you make sure a creator is the right fit for a specific campaign goal?
12:52 - What is a micro creator, nano creator, and mega creator?
15:04 - How do you navigate the tension between authenticity and branded content?
20:47 - Should brands divide budgets across nano, micro, mega, and celebrity influencers?
24:25 - What’s your take on AI avatars and AI influencers entering the creator space?
28:32 - What’s your perspective on live shopping and when it might scale in India?