Building “theSocials” For Millennials And Gen-Z

Influencers are a rage these days, and many of them are earning good amount of money online. So much is the earnings of some, that they have converted it into their full-time jobs. Now the main issue (pain point) is that there are many new influencers emerging from Tier 2 and Tier 3 cities due to vast market penetration of internet. These people are not sure how to organize, monetize or even have a brand collaboration. Same way, brands are also not sure how to approach upcoming influencers to promote their product.

That is where Digital Marketplaces have come up where people can connect, collaborate and collect from each other under one roof. One such Global company is working on getting hold of the market and help people collaborate. We had a talk with Likhit Guguloth, the creator of theSocials, and tried to understand the concept behind starting such a digital marketplace. Do go through their interview conducted by Desi Founder Team.

Also check them out on their socials:

Instagram | X (Twitter) | LinkedIn | Discord | TikTok

Desi founder: How Did You Come up with the Idea for Your Company?

theSocials: The idea came to me while working as a developer for a major social media company in California. I noticed a significant gap in the market where influencers and brands needed a more streamlined way to collaborate. This inspired me to create a platform that could bridge this gap, fostering effective and meaningful partnerships.

What Were Some of the Biggest Challenges You Faced When Starting Out?

The biggest challenge was dealing with the chicken and egg problem. We had a hard time pulling in influencers on board as supply.

Can You Share an Interesting Story About Your Early Days?

In the early days, I pitched the idea to a prominent influencer at a local coffee shop. She was so enthusiastic about the concept that she immediately posted about it on her social media, giving us an unexpected and much-needed boost in visibility, even before our platform was fully developed.

What Was Your First Major Breakthrough?

Our first major breakthrough came when we launched our landing page and saw a substantial number of sign-ups within the first week. This initial interest validated our concept and motivated us to push forward.

How Do You Select the Influencers and Brands You Work With?

We select influencers with over 15,000 plus followers on any social media who have a strong engagement with their followers. For Theme pages and brands, we look for those that align with our values of creativity and innovation, ensuring a harmonious collaboration.

What Do You Think Sets Your Company Apart from Others in the Same Industry?

Our platform aims to stand out by focusing on creating long-term and meaningful partnerships rather than one-off collaborations. Additionally, we plan to provide comprehensive tools for influencers and brands to track and analyze their success with immense revenue streams, once the platform is fully launched.

Can You Share a Memorable Success Story from One of Your Collaborations?

Although our platform is not fully functional yet, we’ve already seen enthusiasm from potential collaborators. One influencer shared our vision on their social media, resulting in a significant increase in sign-ups and interest.

How Do You Keep up with the Latest Trends in Social Media and Influencer Marketing?

Staying updated involves following industry news, attending webinars and conferences, and maintaining active engagement with influencers to understand their evolving needs and challenges.

What’s a Typical Day Like for You at the Company?

A typical day is a blend of meetings, brainstorming sessions, team check-ins, and coding. Balancing development work and strategic planning keeps the work dynamic and exciting.

How Do You Handle Conflicts or Challenges That Arise Between Influencers and Brands?

We prioritize open communication and mediation to resolve conflicts. Our goal is to find solutions that benefit both parties and maintain positive relationships.

What’s the Most Rewarding Part of Your Job?

The most rewarding part is witnessing the interest and enthusiasm from potential users. It’s gratifying to see the positive impact our platform can make even before its full launch.

How Do You See the Influencer Marketing Industry Evolving in the Next Few Years?

The industry is likely to see a shift towards niche influencers, long-term partnerships, and increased transparency in measuring and reporting results. Authenticity and meaningful engagement will become even more crucial.

What Advice Would You Give to Someone Looking to Become an Internet Influencer?

Be authentic and engage with your audience. Focus on finding and sticking to your niche, but remain open to evolving as trends change. Consistency and genuine interaction are key to building a loyal following.

How Do You Measure the Success of a Collaboration Between an Influencer and a Brand?

Success is measured through engagement rates, conversion metrics, and qualitative feedback from both the influencer and the brand. It’s not just about the numbers but also the quality of the interactions.

What’s One Piece of Advice You Wish You Had Received Before Starting Your Company?

Don’t be afraid to pivot. The initial idea might need to change based on feedback and market demands, and that’s perfectly okay. Flexibility and adaptability are essential for success in this dynamic industry.

That will be a wrap of the interview. Hope you enjoyed reading it, as much as we enjoyed creating it. If you too have an interesting Founder Story to share it with the world, please feel free to submit a request here.