Integrate product instead of making entire reel about brand: Diksha Singhi on collaborations

Diksha Singhi, a digital content creator, emphasised that when a piece of content focuses solely on promoting a brand, it loses its essence by sidelining the creator. Instead, she suggests that the brand's product should be integrated naturally into the content, rather than dominating it.

Singhi emphasised that it’s crucial for a brand to know who they are collaborating with, when it comes to collaborating with content creators. Moreover, they should also see if the creator’s following is the kind of target audience the brand wants to reach out to.

In the recent episode of ‘Spotlight’, Singhi explained that becoming a body positive content creator was never her intention. Her journey into content creation began with writing, stemming from my background with platforms like WordPress and blogging.

“Initially, I penned long-form blogs covering various topics such as food, theatre, movies and travel. Although my focus wasn't specifically on body positivity, I occasionally delved into heartfelt topics. About a decade ago, the term "body positivity" wasn't as prevalent as it is today. Yet, I found myself naturally gravitating towards writing about it from a personal perspective,” Singhi said.

“The response was unexpectedly profound, with many people reaching out to share their own experiences. This interaction inspired me to delve deeper into the subject. Fast forward to the pandemic era, where content creation emerged as a distinct genre. However, for me, it remained rooted in sharing my authentic story rather than conforming to a trend,” she added.

Furthermore, she mentioned that throughout her content creation journey so far, she didn't have a moment where she posted a video and suddenly became known for it. She believes that most viral videos are easily consumable content that quickly captures attention. But her content, however, isn't aimed at going viral, it's about sharing ideas.

“Sometimes it's as simple as discussing why brands offer sizes online but not in physical stores. One of those videos unexpectedly went viral, but my main focus is on educating viewers through my reels,” Singhi said.

Singhi, discussing her brand 'A Little Extra' known for handmade jewellery, highlighted its recent feature and funding on Shark Tank India. She noted that her personal Instagram reflects the essence of her brand, always a bit extra.

She elaborated that the brand’s approach is characterised by a fun, quirky, and peppy vibe, which inspired the brand's name.

Reflecting on her experience on Shark Tank, Singhvi described it as incredibly exhilarating. Being in the tank felt akin to maintaining a challenging plank position, unable to move, with intense pressure. Despite the nerves, she recognised the pivotal moment and committed to being genuine and giving her best.

While speaking about the evolving relationship between brands and creators, Singhi said, “Brands are increasingly recognising the benefits of collaborating with creators. As a creator, I understand the value I can offer to brands. I know that my content can attract more engagement, clicks, and visibility. With advertising costs rising, collaborating with creators offers a more cost-effective solution. Moreover, working with a creator provides a personal touch, authenticity, and content that can be repurposed for ads, adding further value to the partnership.”

“It's crucial for a brand to know who they're collaborating with. For instance, if they partner with a creator who has 1 million genuine followers, but those followers aren't the brand's target audience, it won't lead to conversions or visibility in the long run. Without these benefits, the collaboration may not be worthwhile,” she added.

On being asked what is the optimal timing for the brand to make an appearance in a creator's video, Singhi pointed out that she often notices a common issue among many brands, and it's something she is not fond of.

“I have found myself doing the same thing in the past due to brand guidelines. When a video/reel becomes solely about promoting a brand, with the creator pushed aside, it loses its essence,” Singhi said.

“Take, for instance, a scenario where I am endorsing an acne product. Instead of solely focusing on the product, what if we encouraged creators to authentically incorporate it into their content? The emphasis should be on genuine usage and reviews shared on platforms like Instagram. Don't make an entire video/reel about a brand, make the product a part of the review,” she added.

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