As part of an ongoing series, Branding in Asia talks to influencers across the globe, learning more about how they got started, what has driven their success, and other insights to inform both brands and agencies as well as aspiring influencers.
This week we feature Anushka Rathod, a 24-year-old influencer based in Bangalore with 571K followers on Instagram and 229K on YouTube. She specializes in giving financial advice to her over 800K followers.
Anushka, who previously worked in investment banking, said she got her start as an influencer when friends sought out financial advice. “I would tell them to ‘Just Google it’ after which they expressed how it was boring and lengthy. That is when I started making short funny videos so that personal finance becomes more digestible and reaches a wider audience.”
The Basics
Name: Anushka Rathod
Age: 24
Hometown: Surat
Current Location: Bangalore
Platforms: Instagram and YouTube
Brands worked with: Amazon, ET Money, Cred, and Upgrad
Date of first post: Late 2020
Agency Representation: Finnet Media
What were you doing before you became an influencer?
I was working in Investment Banking.
What inspired you to pursue it as a career?
I saw my friends around me get their first jobs as engineers, architects, and designers and were saving up for the first time. They had all these basic personal finance questions and had no clue how to handle their finances. I would tell them to “Just Google it” after which they expressed how it was boring and lengthy.
That is when I started making short funny videos so that personal finance becomes more digestible and reaches a wider audience.
As you were building a following, was there a particular post or posts you felt pushed you to the next level?
I don’t think there has been any one single post that has pushed me to the next level. There has been a constant rise in my following with the shares and saves on my videos.
What do you love most about being an influencer?
The ability to spread awareness and educate people.
What do you like the least?
The need to constantly reinvent. There is no downtime.
How do you decide which brands to partner with, and how do you ensure that sponsored content resonates with your followers?
Before promoting any product, I myself use it for a while, put my own money into it, have a word with the team, and only if I am sure I go ahead with the collaboration.
I am also very conscious of the messaging the brand wants to promote – I have refused to promote particular funds, policies, or investment products.
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Do you have tips for someone who wants to become an influencer?
Initially, you need to put out as much content as possible to increase the probability to go viral. So, focus on quantity and experiment a lot. Also, do what you like because you need to sustain for a really long and if it isn’t your true passion you’ll burn out.
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