A lot of people ask me why I run 2 businesses. The answer is simple – one can’t survive without the other.
12 years ago, my brother Suneil Chawla and I started Social Beat – a digital marketing agency.
We ran influencer campaigns for brands. But we kept hitting the same wall.
Brands didn’t know which creators were actually good. Creators didn’t know what brands really wanted. Everyone was guessing.
We couldnt track ROI. Campaigns worked sometimes & other times it dint. And clients got frustrated.
So we built Influencer.in – a platform, which now has 1+ million creators.
Now here’s what changed:
→ Social Beat understands what brands need
→ Influencer.in understands which creators deliver
→ One feeds the other. No more guessing.
When Social Beat briefs a campaign, we already know which creators will work. When creators join Influencer.in, they get clear briefs – not vague requests.
The gap that was killing us became our biggest advantage.
Everyone told us to pick one. Agency or platform. Focus.
But the problem was never focus. The problem was that agencies and platforms don’t talk to each other. We fixed that by owning both.
Today, together we have a 250+ member team delivering business outcomes to some of India’s largest consumer brands – and been recognized as an Indicorn.
The lesson? Sometimes “focus on one thing” is wrong. Especially when your one thing has a missing piece.
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