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Social media influencers have altered the online landscape so irrevocably they’ve become a digital and cultural revolution. The strategy is older than you might think, though. The first influencers appeared in the roaring Twenties, but few brands leveraged them in those days. Celebrity influencers as we know them today rose out of marketing 3.0 and the social media movement. AKG Creative and its global fitness community, SHREDZ, played a core role in pioneering the concept in a modern world. SHREDZ had a stable of 2,000 influencers in its busiest years, among them Joey Swoll and Paige Hathaway. This put AKG founder, Ankur K. Garg on the marketing map, and he remains one of the most innovative branding experts in the field today.
By leveraging micro-celebrities, Garg created an organic link between brands and their supporters. Today, influencer marketing delivers returns on investment that are equal to, or better than alternative marketing channels at a considerably lighter price. The influencer revolution shows no sign of abating as more and more marketers discover the power of online popularity. “We saw the biggest change in social media influencer marketing when Instagram came out,” says Garg, “Having the ability to use images to showcase a fitness lifestyle and the products themselves lead to explosive success and my companies immediately invested into people who could have clout on social media.”
Builder of Brands
If you harness customer influencers, you can overcome Millennial marketing angst, engage your audience, and hone your brand. You’ll also leverage established channels like YouTube and Facebook, which are home to micro-influencers who are accessible to even the smallest brands.
Influencer marketing builds trust, overcomes ad blocking software, and resonates with Generation Z consumers. The brilliance of the concept has turned Garg into a marketing mogul in his own right. His creative ideas are clearing new pathways to profit for the world’s entrepreneurs. He has a decade of leadership experience behind him and has amassed over $100 million in revenue by representing brands as disparate as Flavor God and Skinny Bunny Tea. Today, he’s taken on the role of investor and builder, representing SDC Nutrition while fulfilling his role as an influencer himself.
A Global Revolution
In 2019, Garg launched an international entrepreneurship movement called YOUNGRY in partnership with Get Social Agency. The enterprise has established a community of startups and their entrepreneurs, who consult and inspire one another in a symbiotic environment. As such, it’s as much a community as it is a media company that generates content on behalf of young, hungry business owners. The YOUNGRY platform is democratized, so it belongs to every one of its members. It’s cleared a unique space for itself in the social impact space. Its list of investors is an impressive one, featuring founder, Amy Y. Wan, Chuck Pettid, and Josef Holm.
AKG Creative
Garg hasn’t abandoned his brainchild, AKG Creative, the banner for his inspirational speaking business, marketing company, and coaching services. AKG is teaching its audiences how to refine their vision and improve product turnarounds. It may sound like a mixed bag, but in the world of startups, entrepreneurs must wear several corporate hats. Garg is famous for his lead generation, but his first goal is always to engage. In an era dominated by advertising-averse consumers, new entrepreneurs must discover innovative ways to reach out. Social media influencers were only the first step to that end. The modern marketer must continuously adjust to new algorithms, devices, and consumer biomes. The internet has caused audiences to evolve at a rate of knots, culturally, personally, and digitally, and the marketing field must adapt equally fast.
Branding for the Masses
Branding is the channel through which a company expresses its values. Without a potent banner and a clear understanding of its own corporate culture, no company can earn customer loyalty. Ankur K Garg might be an innovator, but most of his efforts are channeled through the discipline of branding. His BS in Finance and Economics have nonetheless given him the expertise to understand the cogs and wheels behind the companies he represents. His first goal was to change the way marketing consulting interfaced with IT, so it was only natural that he would ultimately make the internet his business home. He offers both web and print services formulated to express brands, inspire leaders, and rack up profits. By remaining innovative, he’s built a proven track record in a wide range of sectors and for a number of firms.
The startup world is a tough one to survive. New beginnings are stressful, particularly when the future is uncertain. Entrepreneurs are in dire need of leaders who can help them over their first hurdles. Talent should inspire, and brand leadership should be shared. Ankur K Garg is achieving both, online and off. And the world is listening.
