Since ASCI has already issued guidelines that influencers must use tags like an advertisement, ad, sponsored, collaboration, partnership, employee, free gift etc., it is difficult to have a wider reach with these tags. Thus when branded content is put, it affects the reach. Influencer marketing took off because of the editorial touch and feel it had. These tags make it look like advertorials. After the implementation of the ASCI guidelines, influencer marketing becomes outright advertising. Consumers welcome organic stuff. Henceforth, branded content must be made more and more creative. The ratio between the paid posts and organic content was 40:60, which could be changed to 30:70. Branded posts must be made more entertaining. The reliance will be on the creativity of the content.