Less interference from brands often yields better results: Influencer Pritika Loonia on collaborations

Recognising the importance of ethical standards in selecting brands, Pritika Loonia, a Side Hustle Coach and influencer, always puts her audience first and ensures they are benefiting from the products or brands she promotes.

If the product aligns with her audience's interests, she proceeds; otherwise, she simply declines the collaboration.

Initially, when Loonia began creating content, her focus was on creating parenting-related content solely for YouTube, with minimal activity on Instagram. However, amidst this, she ventured into starting her own business.

In the latest episode of Spotlight, Loonia said, “Balancing entrepreneurship with being a full-time homemaker, I managed the entire business operation from home, including shipping and other necessary tasks. Interestingly, the queries I received from the audience weren't solely business-related. Instead, they revolved around the broader question of what one could do with their available time.”

Furthermore, she went on to say that many women, particularly housewives with grown children or students with spare time, sought guidance from her on how to utilise their free time effectively. Recognising this need, Loonia shifted my focus towards addressing the "what" rather than the "how" initially.

“Thus, I began creating short-form videos on Instagram, specifically highlighting simple business ideas suitable for individuals working from home, emphasising relatability over generic suggestions found through online searches, etc. My content aims to provide practical, achievable ideas tailored to the everyday realities of homemakers, ultimately resonating with my audience and yielding positive results,” Loonia mentioned.

When asked where she finds content ideas, Loonia shared that she enjoys observing her surroundings closely.

“For instance, if you share your hobbies, where you live, and your aspirations for the future, then I might have a business idea for you as well, based on what I observe,” she added.

Loonia also highlighted that her content is very interactive because she aims for simplicity while crafting any piece of content.

“It doesn't matter if the topic is complex or easy; my goal is to create content in such a way that even a nine-year-old can understand. I personally craft all of my scripts, drawing inspiration from my work and surroundings. Ensuring clarity is key for me. I believe my strength lies in making even intricate concepts easy to grasp and reaching a wide audience effectively,” Loonia said.

“I always strive to provide extra value in my captions. For instance, when sharing a business idea reel, I ensure to include details on how it's being implemented or what resources are required. This way, I provide value-rich content,” she added.

Loonia pointed out that when it comes to brand collaboration, she has a few rules for herself, one of which is that she avoids betting apps and sticks to certain norms.

“When considering brand collaborations, my priority is ensuring my audience benefits from the product or brand. If that's a yes, I move forward; if not, I stop right there. Despite thorough research, sometimes the reality of a brand differs from its online image. It's a lesson to conduct even better research and avoid such collaborations in the future,” she added.

Furthermore, she went on to say that, as a creator, understanding how a brand operates from the outset is crucial.

“Experience has shown that not much interference from the brand often yields better results, garnering more organic views and extending reach. When the brand imposes heavy involvement, it's essential to clarify early on that while I am adopting their style, I can’t promise how many views that content will be able to fetch,” Loonia said.

However, Loonia emphasised that the landscape is changing and many brands now prioritise organic brand integration over strict guidelines. Previously, there were stringent rules, like mandatory logos with every mention.

While some brands still adhere to old norms, many are embracing creative collaboration, valuing our input, and granting us more freedom. This shift benefits both parties involved, she stated.

Watch full interview here: