The Follow-the-Leader Trap in Creator Partnerships and Why Brands Should Bet on Emerging Creators!

Instagram in 2025: Are Brands Missing a Golden Opportunity?

Instagram is a whirlwind, constantly shifting its sands. What worked last month might be old news today. But here's the exciting bit for 2025: the platform has opened up a huge growth window. Now, any creator, with just ten strong, engaging posts, can realistically hit 100,000 followers.

Think about that. It means someone with a smaller current following, but a real grasp of the algorithm, suddenly becomes a prime candidate for brand sponsorships and genuine audience engagement. The playing field has leveled in a big way.

Yet, are brands truly seizing this advantage? Often, the answer is no. Even brands with the budget and flexibility to try new things are still hesitant to partner with creators who show immense potential but aren't already mega-stars.

So, why the hesitation from brand managers? It's a fair question. They might not be getting the right pitches, or perhaps the sheer volume of content on Instagram makes it tough to spot these rising talents. But missing out now means missing the next big wave.

The Follow-the-Leader Trap in Creator Partnerships

It's a common scene: many brands seem to be holding back, waiting for the industry giants—the Swiggys, Zomatos, Prime Videos, or Netflixes—to make the first move. They watch as these major players discover and collaborate with a rising creator. Only once these household names have thrown their weight behind an emerging talent do other brands jump on board, hoping to ride the same wave of relevance.

But here's where it often falls flat. By the time the larger brands have paved the way, that once-unique creator is suddenly fielding a dozen similar offers. Their inbox is filled with pitches, many featuring nearly identical, brooding scripts.

The reason the big brands' collaborations often succeed comes down to two key factors: originality and the script's unique vision. Their campaigns are built on fresh ideas and often feature concepts that are simply too distinct or complex for others to easily copy. This makes their initial collaboration truly stand out, leaving later, less original attempts struggling to make an impact.

Unlocking Untapped Potential: Why Brands Should Bet on Emerging Creators

Consider Vijay3guy and Aaradhya Korgaonkar. Both create compelling, short-form comedy sketches. Vijay3guy reaches a national audience, while Aaradhya has a strong regional following, particularly in Mumbai. While both are now securing brand deals, their true potential remains largely untapped. Vijay3guy, for instance, has the raw ability to become the next breakout national sensation, much like Ankit Bhaiyanpuria.

Another prime example is @Majedar_kahani_official. Their abstract animations and humorous voiceovers became an overnight viral sensation with "Ganji Chudail." Suddenly, brands are lining up to collaborate. But the question is: how relevant are these partnerships now? Often, this rush to collaborate only happens after a major brand validates them, setting an example by making the initial leap.

This leads to a critical question for CMOs and brand managers at smaller companies: Why aren't you taking the initiative? Why wait for the big names to make a creator famous before you jump in? The opportunity lies in integrating your brand with viral content before it becomes mainstream, making your brand the talk of the town. If you're a brand manager, CMO, or social media lead for a product-based brand, this is precisely where your focus should be. It's far more impactful than pouring a massive budget into yet another CGI ad of your product dangling from a helicopter near the Gateway of India.

Navigating the Shifting Sands of Social Media: Your Brand's Next Move

Let's be real: as a CMO, SM lead or brand manager, you simply don't have hours each day to scroll through social media. You're busy. And honestly, everyone's feed is different. What you see isn't necessarily the mass entertainment content your target audience is binging. The algorithms often keep those viral videos tucked away from your professional view.

This is where we step in. We understand the true heartbeat of these platforms, whether it's Instagram, LinkedIn, YouTube, or X (formerly Twitter). We know what sparks engagement and, crucially, when to act. The window for a creator's viral moment is shrinking every month—sometimes it's just a week. Spotting the right talent at the right time is absolutely essential.

So, how can you ensure your brand stays ahead of this incredibly fast-moving curve?

Here's how:

• Join Our Newsletter: Get curated insights delivered straight to your inbox. We'll either share the best creators for collaborations or highlight the top-performing brand content launched that month. This ensures you always know what's ticking.

• Reach Out Directly: Email or WhatsApp me. I'll personally share customized campaign ideas we've crafted specifically for your brand and oversee their execution from start to finish with the next viral script. Even if a campaign isn't on your immediate agenda, we still encourage you to connect. We'd genuinely love to hear about your brand's progress under your leadership. This way, the next time we uncover an internet-breaking idea, you'll be just a text away.

• Request an Invitation: Ask to be added to my exclusive marketing group. This highly selective community comprises of personnel from only top brands and agencies, fostering truly valuable exchange.