145) Influencer Circus: A Structured Way to Navigate the Chaos (Part - 1)
Description
In this sharp and revealing episode of CoBB, Sharavana Raghavan demystifies the world of influencer marketing in a conversation with Sudeep Chawla. From Queen’s-endorsed crockery to nano-influencers on Instagram, the duo traces how influencer marketing evolved and how today’s marketers can make sense of what often feels like a circus.
Through analogies, examples, and a practical playbook for budget allocation, the episode offers a rare structured lens on what is typically seen as a noisy, unpredictable space. Whether you’re running a 50 crore brand or launching your first product, this episode gives you a grounded, ROI-focused understanding of how to work with creators and why measurability matters more than ever.
KEY THEMES EXPLORED
Why influencer marketing still works, despite the chaos
Even with the noise, risk, and fragmentation, marketers continue to “buy tickets to the circus” because influencer campaigns remain measurable and promise high ROI - especially when done right.
Influencers vs Celebrities
Sharavana draws a clear distinction between reach and relatability. Celebrities offer visibility and stature. Influencers bring community, engagement, and trust - often at a fraction of the cost.
A system in the chaos: Segmentation by size and strategy
From nano to mega, the episode breaks down the influencer spectrum by follower count and impact. It also outlines different engagement formats - reviews, endorsements, affiliate codes, ambassador programs - and how marketers can use each to their advantage.
Budgets, Playbooks and ROAS Expectations
Sharavana lays out a tactical framework for brands (especially in the ₹5-50 crore range) to allocate budgets across influencer tiers. He also offers a thumb rule: aim for at least 3x return, but track obsessively to find what’s working.
From Queen’s Ware to TikTok Commerce
The episode connects historical and cultural dots - from 1760s England to today’s live commerce in Southeast Asia - to highlight how the core principles of influence have remained the same, even as formats change.
Key Takeaways
- Influencer marketing isn’t new. But it needs structure to work in today’s chaotic ecosystem.
- Use celebrities for broad awareness. Use influencers for community trust and conversions.
- Micro and nano influencers offer the best engagement-to-cost ratio for emerging brands.
- Your influencer strategy must be measurable. Use affiliate links, discount codes, and conversion tracking.
- ROI varies. But if you’re not seeing at least 3x returns, your campaign may need rethinking.
QUOTES
“Influencer marketing is a circus - but one that delivers results when you know how to navigate it.”
“Celebrities offer reach. Influencers offer trust.”
“If you’re not getting 3x returns from influencer spends, you’re not doing it right.”
“Nano-influencers might charge nothing - but deliver the most authentic engagement.”
If you’re a brand owner, digital marketer, or startup founder wondering how to structure your influencer efforts, or if you feel overwhelmed by the noise, this episode offers a roadmap through the madness. Tune in and learn how to play the influencer game without losing your head (or your budget).
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
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