“Big Bang Social Is Transforming The Creator Economy In India”-Vijay Subramaniam

Vijay Subramaniam, Co-Founder & Group CEO, Collective Artists Network, believed that a fresh new outlook, young breakthrough talent and disruption of technology was the need of the hour and that’s how the birth of Big Bang Social came to be.

The new social media influencer platform that aims to build the most trusted creator network is making waves in India's digital influencers industry, which is roughly valued at $150 million, as per the Advertising Standards Council of India.

In an exclusive chat with loudest.in,he talks about Big Bang social.Here are edited excerpts:

Q1. How does Big Bang Social differentiate itself in the Indian digital influencer industry, which is valued at $150 million according to the Advertising Standards Council of India?

Our differentiation lies in our commitment to inclusivity, authentic connections, and a data-driven approach that is augmented by an online as well as an offline model. We prioritize diversity, representing not just the big names but also micro and nano influencers, fostering genuine engagement between creators and their communities.

Q2.Can you elaborate on how Big Bang Social is addressing the fragmentation in the influencer marketing sector and bringing a more orderly system to the business?

We've implemented a streamlined process leveraging data analytics, especially with our latest partnership with Comscore, to match brands with the right influencers, reducing fragmentation. Our platform acts as a cohesive ecosystem, providing brands a one-stop solution for their creator marketing needs.

Q3.Inclusivity seems to be a key principle for Big Bang Social. How does the platform represent both major influencers and creators at the micro and nano levels, and can you share an example of a successful personalized strategy for a brand with a modest budget?

We pride ourselves on democratizing influence. One of my favourite examples is an Odia musician called Rapper Big Deal. Our team discovered him and committed to giving him the most optimum launchpad they could. Today, he has done a partnership with Pepsi, on an Odia song – something that would not have been deemed a possibility even ten years ago.

Q4.Big Bang Social is not limited to the entertainment industry. How does the platform navigate and cater to different markets and industries?

Our legacy of discovering and incubating talent is our strength. We’ve been in the business for over a decade now and we’re taking that expertise and applying it to the creator economy. Couple this with our data-driven approach and we've essentially built a flexible framework that adapts seamlessly to various industries.

Q5.With over 10,000 influencers on the platform, how does Big Bang Social leverage its reach, media partnerships, and creator management practices to scale the business, particularly in corporate India?

Collective Artists Network has a rick legacy in talent management and long-standing relathionships with brands. This together with our proprietary tech and our deep data offerings enable us to offer unparalleled reach.

Q6.Can you highlight specific technological innovations that play a role in Big Bang Social's creator management practices and overall strategy?

The partnership between Big Bang Social and Comscore brings forth significant technological innovations. Comscore's comprehensive data aggregation helps in understanding audience behaviour and preferences beyond the confines of a single platform. Big Bang Social gains a deeper understanding of audience demographics, behaviours, and preferences which in turn is instrumental in tailoring campaigns to resonate with specific target audiences, optimizing content strategies, and maximizing campaign effectiveness.

The partnership also facilitates the delivery of actionable insights directly to creators. By leveraging advanced analytics, creators gain access to detailed performance metrics, allowing them to fine-tune their content, understand their audience better, and consequently, enhance the effectiveness of their campaigns.

Q7.Looking ahead, what future developments or initiatives does Big Bang Social have in mind to continue revolutionizing the influencer marketing landscape in India?

One thing we always emphasise is that we are trying to impact the creator economy, that includes but is not limited to ‘influencer marketing’. Through the app, creators gain access to a curated spectrum of brand collaborations aligned with their unique talents. But it's more than that. The aim, for us, is that the app becomes a hub where creators connect, collaborate, and learn from each other, fostering a vibrant community. While income generation is something we want to drive for our creators, our focus goes beyond that; it's about empowering creators to become influential drivers of change.