WAVES Encourages Credibility, Boundary Definition, and Honest Communication
A significant session on “Best Practices for Social Media Advertising for Influencers” took place on the fourth day of the World Audio Visual and Entertainment Summit (WAVES) 2025 at the Jio World Convention Centre in Mumbai. The panel featured industry experts, including influencers and journalists, who discussed the evolving landscape of influencer marketing. They emphasized the importance of authenticity, transparency, and ethical practices in building trust within the digital economy.
Panel Composition and Focus Areas
The session brought together a diverse panel of experts, including Ms. Saheli Sinha, Director of ASCII; Ms. Shibani Akhtar, a well-known film actor and influencer; Shri Mayank Shekhar, an entertainment journalist; and Shri Vinay Pillai, Chief Business Officer at Pocket Aces. Moderated by Smt. Tanu Banerjee, a partner at Khaitan & Co., the discussion centered on the critical role influencers play in the digital economy. The panelists highlighted the need for ethical, creative, and legal frameworks to enhance the credibility of influencer advertising. They collectively agreed that authenticity, transparency, and content responsibility are essential for sustainable influencer marketing.
Insights from Influencers and Experts
During the session, Ms. Shibani Akhtar stressed the importance of maintaining one’s unique voice while creating branded content. She argued that effective influencer marketing requires creators to be actively involved in the content and branding process, ensuring that campaigns align with their personal beliefs and values. Akhtar encouraged influencers to cultivate their brands organically, with authenticity as the cornerstone of all partnerships.
Shri Vinay Pillai added that influencers should adopt strategies tailored to specific platforms, as each digital space offers unique audience engagement opportunities. He emphasized the necessity of conscious brand building and making data-informed content decisions that resonate with target audiences. Pillai’s insights underscored the importance of adapting storytelling techniques to fit different platforms.
The Evolution of Digital Influence
Shri Mayank Shekhar discussed the changing dynamics of digital influence, noting that the lines between traditional celebrity and creator culture are increasingly blurred. He pointed out that influence is no longer confined to film and television but is now driven by niche platforms. Shekhar cautioned creators to protect their credibility and avoid spreading misinformation or replicating others’ work. He highlighted the importance of integrity and fact-checking in sponsored content to maintain trust with audiences.
Ms. Saheli Sinha reinforced the need for influencers to be transparent about their partnerships, advocating for clear disclosures regarding paid or promotional posts. She emphasized that content should be ethical, informative, and trustworthy. Sinha also mentioned that ASCII offers educational programs to guide emerging creators on legal obligations and advertising standards.
Recommendations for Future Practices
The panel concluded with a strong endorsement for formalized best practices in influencer advertising. They called for ongoing industry efforts to promote transparency and professionalism within the digital advertising ecosystem. The experts collectively recommended that content creators define their boundaries, communicate honestly with their followers, and adhere to advertising guidelines and platform regulations. Building long-term relationships with audiences, they noted, relies heavily on trust and clarity regarding advertising intent. The session highlighted the critical need for influencers to navigate the evolving landscape with integrity and responsibility.
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