According to a consumer survey “The Festive Season Pulse 2021” conducted by The Trade Desk and YouGov on consumer behavior during the holiday season, found that most consumers, especially women, are inclined to do so. huge purchases through online media platforms such as social media, OTT, and other internet app advertising. Since the start of the pandemic, consumer behavior has shifted significantly towards consuming content through online media rather than traditional media. It also implies that consumers are more active on social media platforms and are affected by their favorite influencer’s thoughts on a brand / business / service.
Last year we saw influencers sharing their authentic and creative stories for party campaigns, even when they were at home. This has only helped influencers increase their importance in the brand marketing mix. This year the trend continues and as of April 2021, the influencer marketing category started seeing a 30-40% increase in ad spend.
Influencers have become an important asset for brands, especially this holiday season.
Holiday season: influencer marketing on the rise
With Diwali, Dussehra, Dhanteras just around the corner, brands are now focusing on influencer marketing campaigns. However, famous influencers aren’t what brands are looking for. The brand’s budget for influencer marketing increased by 65% as of 2020 and that number increased this year compared to 2018, when only 39% of marketers planned to increase their dedicated budget for influencer marketing. ‘affecting.
This market trend shows that influencer marketing will continue to grow this holiday season. However, brands are eager to work more with nano and micro influencers, who are experts in their niche and have a higher content engagement rate rather than having celebrity engagements with a high budget and high budget. diverse audience.
What category / genre will be used the most in influencer marketing this Diwali?
Several consumer, financial and health care brands are focusing on influencer marketing this Diwali because consumers today want minimum disruption and maximum convenience. 17% of brands are spending half of their budget on influencer marketing in the current scenario, especially during the holiday season. The majority of influencers in high demand include food influencers, fashion influencers, health and amp; Fitness influencers and finance influencers. Due to their segmented audience, brands can easily get their point across and get influencers to talk to consumers about the convenience of food, fashion, health and investing during the holiday season, centered on their brand ideology and their type of service / product.
Since Diwali is all about optimism and hope, these categories of influencers can organize the content and communicate the message in a much simpler way. With over a billion internet consumers, influencers can target a large audience base and deliver greater ROI for brands. In terms of influencer marketing, Instagram ranks number one and is widely used by influencers and brands to generate revenue and business. Next is YouTube, which offers descriptive promotional videos and promotions with consumer loyalty and a stronger relationship with influencers.
Apart from this, there are several brands whose products are aimed at young people. And there’s no better way to convert them to a consumer through influencers. This is because this generation trusts the authenticity of influencers and mostly goes with their recommendations.
The opinions expressed above are those of the author.
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