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Navigating The Future Of Influencer Marketing A Conversation With Praanesh Bhuvaneswar


Navigating The Future Of Influencer Marketing: A Conversation With Praanesh Bhuvaneswar

In this exclusive interview, we delve into Praanesh’s insights, expertise, and aspirations for the future of influencer marketing. From the challenges faced by the industry to the innovative solutions on the horizon, this conversation offers a unique glimpse into the mind of a visionary entrepreneur.

In the ever-evolving world of influencer marketing and the burgeoning creator economy, one name stands out as a trailblazer, Praanesh Bhuvaneswar

With a wealth of experience and a visionary approach, Praanesh has been at the forefront of revolutionizing how brands and influencers collaborate, enabling businesses to harness the full potential of this dynamic industry.

In this exclusive interview, we delve into Praanesh’s insights, expertise, and aspirations for the future of influencer marketing. From the challenges faced by the industry to the innovative solutions on the horizon, this conversation offers a unique glimpse into the mind of a visionary entrepreneur.

Join us on this journey as we explore the trends, transformations, and opportunities that lie ahead in the realm of influencer marketing. 

Navigating The Future Of Influencer Marketing: A Conversation With Praanesh Bhuvaneswar

Background and Evolution

Praanesh’s career journey commenced in the early days of digital marketing, coinciding with the rise of platforms like Facebook and YouTube. 

He gained experience working with leading global brands, contributing to the assimilation of emerging trends into their digital marketing strategies. His roles evolved from a Social Media Manager to a Creative Strategist, which ultimately propelled him towards entrepreneurship.

Genesis of Qoruz

Qoruz’s origin story unfolds during Praanesh’s tenure as a Creative Strategist, where he observed the burgeoning influence of bloggers in brand marketing. 

With the digital landscape shifting towards visual mediums like Instagram and YouTube, influencers began to gain prominence. Praanesh recognized the need for a tech-centric solution to harness this potential at scale, leading to the birth of Qoruz. 

The platform aimed to bridge the gap between creators and brands through technology.

Qoruz’s Services and Focus

Initially targeting brands, Qoruz has grown to offer solutions for both influencers and brands. For brands, the platform provides a comprehensive suite of services. 

This includes a SaaS product that aids in influencer discovery, management, communication, CRM maintenance, benchmarking, and campaign reporting. Essentially, it serves as a Creator Management Operating System. 

Qoruz also offers full-fledged agency services for brands seeking expert guidance and execution in influencer marketing, leveraging their software to deliver impactful campaigns.

In the next section of the interview, we’ll explore how Qoruz has evolved in the influencer marketing landscape and the future trends Praanesh envisions for the creator economy. 

Adapting to the Creator Economy Shifts

In this segment of the interview, Praanesh sheds light on Qoruz’s role in the ever-evolving creator economy. He discusses the shifts observed within this landscape and how Qoruz contributes to these changes.

Qoruz’s Approach to the Creator Landscape

Praanesh emphasizes the ongoing evolution within the creator economy, from its first to second and now third generations. He highlights that the key shift is the growing emphasis on realistic Return on Investment (ROI) rather than merely using buzzwords. 

In his view, any solution that delivers tangible results will thrive, irrespective of its technological sophistication. Praanesh emphasizes that Qoruz is agile and forward-thinking, continually anticipating upcoming trends in the market.

Keeping Ahead of Trends

The company continually anticipates and positions itself to embrace new trends. 

They take calculated bets on emerging trends, often beginning their development efforts a year or more before these trends become mainstream. Qoruz’s approach involves assessing what users are seeking, understanding shifting priorities, and adapting accordingly. 

Praanesh underscores that Qoruz’s positioning has evolved over the years, aligning with the changing demands of the creator economy.

Leveraging Data for Influencer Campaigns

Praanesh explains that, instead of overwhelming clients with complex data, Qoruz focuses on simplifying insights, making them readily actionable. The goal is to provide straightforward information that anyone can use effectively.

Authentic Brand-Influencer Connections

When discussing strategies for establishing authentic and meaningful connections between brands and influencers, Praanesh emphasizes the importance of close collaboration and ongoing communication. 

He suggests that brands should work closely with creators, understanding real-life trends rather than relying solely on data dashboards. 

Successful brands often employ dedicated personnel to build and maintain relationships with creators, resulting in tighter partnerships and a better grasp of audience trends.

Balancing Large and Micro Influencers

Praanesh highlights that the choice between leveraging larger influencers for reach and authenticity associated with micro-influencers depends on the brand’s objectives. 

Brands seeking broad awareness might opt for larger influencers, while those focusing on trust and conversions may prefer micro-influencers. It’s all about aligning the influencer approach with the specific goals of the campaign.

Identifying Quality Content Creators

Identifying quality content creators is a multifaceted challenge. Praanesh explains that Qoruz employs various methods, including manual flagging based on content professionalism, analyzing look-alike content creators, and experimenting with visual aids to gauge content originality. 

However, he acknowledges that this remains a complex task without a simple solution, and Qoruz is continuously working to improve its methods.

In the next segment of the interview, we will explore more about influencer marketing trends, the impact of AI, and the future of influencer marketing. 

Ensuring Authenticity and Transparency

The discussion now focuses on the challenges of ensuring genuine influencer engagement and audience interactions while maintaining transparency. Praanesh explains that the battle against fake following, comments, and engagement is an ongoing process. 

As the industry evolves, new systems are continually designed to detect fraudulent activity. However, perpetrators often find ways to exploit these systems, resulting in a never-ending cycle of improvement.

Key Metrics for Evaluating Success

The metrics that matter most in influencer marketing success can vary based on the brand’s objectives and use cases. Different stakeholders prioritize different metrics. For example:

  • Startup owners may focus on Return on Ad Spend (ROAS) as they seek immediate results.
  • Large FMCG brands might emphasize efficiency, comparing the cost per view with other advertising channels like Facebook or YouTube.
  • PR managers aim for a higher share of voice in their industry.
  • Media or performance marketing managers focus on metrics like cost per engagement or cost per click.

Praanesh emphasizes that the choice of metrics is subjective and depends on the specific goals of the marketing team and the reasons behind deploying influencer marketing. 

Qoruz is working to provide customized reporting solutions to cater to the diverse needs of various marketing roles within organizations.

In summary, the success metrics in influencer marketing are not one-size-fits-all but are tailored to each brand’s objectives and the roles of the individuals overseeing the campaigns.

Impact of COVID-19 on Qoruz: Navigating Uncharted Waters

When the global pandemic struck, it sent shockwaves across industries worldwide. The influencer marketing space was no exception, presenting unique challenges and opportunities. At the helm of Qoruz, Praanesh Bhuvaneswar steered the ship through these uncharted waters with resilience and adaptability.

Pandemic Pivots

The onset of COVID-19 brought about a seismic shift in consumer behavior. As people turned to digital platforms for connection and entertainment, the demand for influencer content skyrocketed. However, the nature of this content underwent a transformation. 

Praanesh recounts how Qoruz adapted swiftly to cater to the evolving consumer sentiment, aligning its services with the changing needs of both influencers and brands.

With lockdowns and social distancing measures in place, traditional methods of content creation faced disruptions. Praanesh elaborates on how Qoruz facilitated remote collaborations, enabling influencers to create engaging, authentic content from the safety of their homes. 

This pivot not only addressed immediate challenges but also laid the foundation for a more flexible and efficient influencer marketing landscape.

Adaptation and Resilience: Forging Ahead

As the pandemic unfolded, Qoruz demonstrated its resilience by embracing change and fostering innovation. Praanesh Bhuvaneswar’s leadership was pivotal in this journey of adaptation and growth.

Data Privacy and Ethics: In a world increasingly conscious of data privacy and ethical considerations, Qoruz took proactive steps to balance insightful data with the privacy of influencers and their audiences. 

Praanesh’s insights shed light on the three-fold approach: leveraging publicly available information, discerning what data to project onto data software, and engaging influencers to determine their comfort levels with data sharing.


Looking ahead, the influencer marketing and creator economy landscape continues to evolve. Praanesh highlights the industry’s response to consolidation and verticalization, signaling a vibrant future with diverse opportunities. 

He also underscores the pivotal role that major platforms like Meta and TikTok will play in shaping the ecosystem.

In conclusion, the impact of COVID-19 catalyzed a transformative phase for Qoruz, and Praanesh Bhuvaneswar’s leadership navigated the company through uncharted waters. 

As the influencer marketing landscape continues to evolve, Qoruz stands as a testament to resilience, innovation, and ethical practice, poised to shape the future of this dynamic industry.

Approaching New Avenues for Influencer Collaboration and Qoruz’s Role

The discussion begins by exploring how brands should approach new avenues for influencer collaboration and where Qoruz fits into this landscape. It is mentioned that TikTok faced a ban in India, leading to the emergence of alternative social media platforms. 

However, brands found it challenging to navigate and allocate their budgets across multiple platforms effectively. 

Ultimately, they realized the importance of focusing on specific, high-impact platforms where their target audiences were most active. This selective approach proved more beneficial than trying to engage on all emerging platforms.

Ensuring Influencer Authenticity and Technology’s Role

Qoruz employs various techniques to assess authenticity, including sentiment analysis for comments, keyword analysis to evaluate comment relevance, and tracking follower growth rates. 

However, instead of assigning a definitive authenticity score, Qoruz provides insights into metrics like follower rates and comment relevance. This approach acknowledges that most influencers may have some degree of fake followers and avoids directly labeling them as inauthentic.

Balancing Data Privacy and Building Enduring Influencer Partnerships

In this segment, the discussion focuses on how Praanesh and Qoruz navigate the challenging terrain of data privacy and ethics within influencer marketing, particularly in terms of building long-lasting relationships with influencers.

  1. Publicly Available Information: Initially, Qoruz relied on publicly available information without any filtering or data constraints. They began their influencer analysis journey using readily accessible data.
  1. Data Shared Willingly: As Qoruz evolved, they recognized the importance of influencers being comfortable with sharing certain data. They started to consider what kind of information influencers were willing to provide, especially if it had economic benefits for them. This marked a shift toward concentrating on influencer-provided data rather than just publicly available data.

Qoruz tracks the history of conversations between brands and influencers to understand the dynamics of these relationships. They also detect any potential favoritism, signaling to brands when they have successfully built a strong rapport with an influencer.

The overarching goal is to establish long-term influencer partnerships founded on mutual consent and preferences. Qoruz’s approach respects data privacy while simultaneously enabling meaningful, enduring collaborations between brands and influencers. 

Trends and Innovations in the Creator Economy

Consolidation and Specialization Shaping the Future

In a dynamic discussion about the future of the creator economy, Praanesh sheds light on two critical trends that are reshaping the influencer marketing landscape.

  1. Consolidation of Marketing Technology Firms: Praanesh observes a significant wave of consolidation in the market. Large marketing technology companies are recognizing the potential of the creator economy and are actively acquiring startups within this space. 

For instance, he mentions Sprout Social’s acquisition of Tagger Media, indicating the increasing interest and investment in influencer marketing. 

This trend suggests that influencer marketing is not only here to stay but is also poised for further growth through mergers and acquisitions.

  1. Verticalization and Specialization: Praanesh notes another intriguing trend—verticalization. Some companies are opting for a more specialized approach to influencer marketing. 

They are narrowing their focus to address specific niches and audiences comprehensively. Qoruz, where Praanesh serves, has adopted this strategic direction by becoming specialists in robust automation and detailed analytics for the sponsored/paid influencer marketing. 

Their goal is to provide tailored tracking solutions that cater to the unique needs and budgets of different brands. This specialization enables them to offer deeper insights and more effective influencer marketing strategies.

As influencer marketing budgets continue to expand, brands are increasingly inclined to compare its performance against established platforms like Facebook and YouTube. 

Praanesh underscores that Qoruz is proactively gearing up to meet this demand by prioritizing continuous improvement and advanced tracking capabilities. In doing so, they aim to lead the way in the ever-evolving landscape of influencer marketing and the creator economy.

Praanesh’s Vision for the Future of the Creator Economy: Embracing Change and Enabling the Industry

In this final segment, Praanesh offers insights into his hopes and expectations for the future of the creator economy. He underscores the importance of major platforms, such as Meta and TikTok, recognizing and accommodating the intricate workings of the entire influencer marketing ecosystem.

Platform Evolution and Industry Enabling 

Praanesh highlights a pressing issue where major platforms have yet to fully grasp how the influencer marketing industry operates. 

He emphasizes the need for these platforms to provide greater support to the various players in the ecosystem, including specialized companies like Qoruz. He envisions major platforms facilitating the growth of the influencer marketing industry by acknowledging the specific needs and nuances of different solution providers.

As the creator economy continues to evolve rapidly, Praanesh encourages industry professionals to stay open to experimentation. 

His advice is to explore new formats, methodologies, and business models while starting on a small scale and gradually expanding. Praanesh concludes by emphasizing the importance of adapting and staying ahead of the curve in this dynamic and ever-changing landscape.

In closing, Praanesh expresses his excitement about the future and his commitment to making meaningful contributions to the creator economy. He looks forward to potential collaborations and opportunities to share further developments with the audience.

Charting a Course for the Future

As we wrap up our conversation with Praanesh Bhuvaneswar, it becomes evident that the world of influencer marketing and the creator economy is poised for a future filled with exciting possibilities. 

The insights shared by Praanesh shed light on the transformative journey this industry has embarked upon and the myriad opportunities that await those who dare to innovate.

Evolving Challenges: Praanesh’s observations on the challenges faced by the industry, such as data privacy and the changing dynamics of influencer-brand collaborations, underline the need for continuous adaptation and ethical practices. These challenges, however, serve as catalysts for innovation and improvement, prompting influencers, brands, and technology companies to raise their standards and find common ground.

Consolidation and Verticalization: Praanesh’s insights into the trends of consolidation and verticalization emphasize the industry’s adaptability and resilience. As larger marketing technology firms invest in the creator economy and startups specialize in niche areas, the landscape is becoming richer, more diverse, and primed for groundbreaking developments.

Platform Evolution: Praanesh’s thoughts on the major platforms, including Meta and TikTok, reveal the ongoing transformation of these giants as they grapple with how to empower the entire ecosystem. Their decisions on data sharing and partnerships will undoubtedly shape the future of influencer marketing.

Guiding Lights: Praanesh’s emphasis on experimentation and embracing new formats provides a valuable blueprint for those looking to thrive in the creator economy. Aspiring influencers, businesses, and marketers can draw inspiration from his journey and approach to innovation.

In conclusion, the future of influencer marketing and the creator economy is an open canvas, awaiting the strokes of innovation and visionaries like Praanesh Bhuvaneswar. 

His journey with Qoruz reflects not just a commitment to success but an unwavering dedication to ethics, privacy, and authenticity. As this industry continues to evolve, the prospects are limitless, and the opportunities are boundless for those willing to explore, adapt, and lead.

Praanesh’s parting wisdom echoes as a guiding light: Start small, think big, and carve your unique path in the world of influencer marketing. The future is yours to shape.

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David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.

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