Archana Dhankar captivates over 123k Instagram followers and 200k across platforms as a social media influencer. Her 12 years of blogging, marked by storytelling and visual flair, have earned her accolades and a reputation for authenticity. Archana’s engaging narratives make her a trusted voice in lifestyle, marketing, and personal branding.
Brands seek her expertise for impactful influencer campaigns, appreciating her authenticity and strategic content creation. Her adaptability in the digital landscape makes her a beacon for aspiring influencers and marketers.
As the Senior Director of Global Demand Generation at Sutherland, Archana leverages 18 years of marketing experience to drive revenue growth and client engagement. With an Executive MBA from Warwick Business School, she blends academic insight with practical expertise, making her a sought-after coach and strategist in social media marketing.
1. Archana, with a big following, how do you keep your content real for all your different followers?
In the dynamic world of influencer marketing, maintaining authenticity is paramount. As an influencer with a large following, it’s crucial to personalise the brand message and build a community, not just a following. This involves a deep understanding of the audience and continuously adapting to the audience’s needs to maintain a genuine connection.
Authenticity is the bedrock of trust between an influencer and their audience. It requires a blend of transparency, genuineness, and relatability in content creation. This means being true to oneself, showing vulnerability, and engaging with the audience in a meaningful way.
2. You’ve been blogging for over 12 years – how has your way of blogging changed, and what important things have you learned?
Over the past 12 years, my blogging has evolved significantly. Initially, it was more about images and written content, but now it’s a blend of personal insights shared through video. I’ve learned the importance of engaging content, adapting to digital trends, and the power of storytelling. It’s vital to stay authentic and continuously innovate to keep the audience engaged.
3. Making interesting content is important. Can you tell us about a time when your content plan really clicked with your audience?
I integrate my Indian heritage into my content, focusing on the vibrant fabrics and cultural nuances. This approach resonates deeply with my audience. My style is a blend of personal storytelling and cultural exploration, and the response is overwhelmingly positive, reflecting a genuine appreciation for diversity in fashion. Also, I bring my experience of exploring British Indian life, which makes the content unique and resonates with others from the community.
4. Brands like your advice. What do you think about when making campaigns to make both your audience and the brand happy?
I align the brand’s goals with my audience’s interests when creating campaigns. I ensure the content is authentic and resonates with my followers while fulfilling the brand’s objectives. It’s about striking a balance between creative storytelling and strategic marketing, ensuring the content is engaging and adds value for my audience and the brand.
5. Social media changes a lot. How do you keep up with the latest trends and make sure your content stays interesting?
I continuously learn and explore to stay abreast of social media trends. I observe emerging patterns, adapt quickly, and integrate new ideas into my content. It’s about listening to my audience, experimenting with different formats, and leveraging analytics to understand what resonates. This approach ensures my content remains relevant and exciting in the ever-evolving social media landscape.
6. Balancing a corporate role with being a social media influencer is unique. How do you integrate your personal brand into your professional identity, and vice versa?
Balancing my corporate role and being a social media influencer involves a synergistic approach. I integrate my professional expertise and insights into my personal brand, offering a unique blend of industry knowledge and personal experiences. Conversely, the authenticity and creativity of my influencer persona enrich my professional identity, making me a more relatable and dynamic corporate leader.
7. Your MBA is impressive. How does what you learned in school show up in your influencer work, and how do you use both theory and real-life experience?
My MBA has been instrumental in my influencer work, particularly in strategic thinking and brand management. The theories I learned provide a structured approach to marketing and audience engagement, which I apply in my content strategy. Combining this with real-life experiences allows me to create authentic and professional content that resonates well with my audience and collaborators.
8. Building a community is a strength of yours. What tricks do you use to get your followers more involved and connected?
I focus on interactive and personalised content, including Q&A sessions, engaging stories, and behind-the-scenes glimpses. I also prioritise responding to comments and messages, creating a two-way dialogue. Regularly seeking feedback and incorporating their ideas into my content helps make sure I am connected with my community in the deepest way possible.
9. Social media is always changing. What are the hardest things you’ve faced, and how did you solve them?
One of the most demanding challenges I’ve faced in social media is adapting to its constant changes, especially algorithm updates. To overcome this, I create evergreen content that consistently engages my audience, regardless of the platform’s evolving nature. I also stay proactive in learning new trends and applying them innovatively, ensuring my content remains relevant and appealing.
10. Lastly, for those who want to be influencers, what advice do you have based on your experience and success?
For aspiring influencers, my advice is to stay authentic and true to your unique voice. It’s essential to understand your audience and create content that resonates with them while also reflecting your personal brand. Consistency and willingness to learn and adapt to new trends are vital. Most importantly, be patient and persistent; success in influencing doesn’t happen overnight.
