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BW Businessworld

Win the festive season by Influencer Marketing amidst the ongoing festive-cum-COVID situation

The bustling festive season will be drastically different this year despite that, companies also expect to ramp up production levels to meet the festive season demand.

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With the festive season right around the corner and the country gradually heading to the unlock phase, Influencer Marketing is set to be one of the top choices for businesses to enhance the brand value if carefully planned. During the festive season every business, agency, and the consumer has a gala time for all sorts of reasons. The bustling festive season will be drastically different this year despite that, companies also expect to ramp up production levels to meet the festive season demand.

At the start of 2020, the fashion, beauty, lifestyle, and FMCG sectors were expected to witness flat growth, following severe and extended lockdowns, restrictions on manufacturing units, social distancing norms, and store closures. However, this led to the growth of Influencer Marketing as consumers were inside their homes and mainly spent more time online. This eventually led to an uptick in creating customer acquisition in the October-December quarter during the festive seasons, while the July-September quarter has also witnessed some growth.


Leverage creative storytelling through Influencer Marketing

Today our attention spans have become shorter, hence advertisers need to tell compelling stories through short-form Thumbstoppers and leverage fast-growing formats like Instagram Stories and Interactive Ads. This season, brands should leverage influencers as authentic voices, across marketing tasks like new launches, brand-building, and driving purchase. Facebook and Instagram have become a natural home for partnerships between people, influencers, and brands to come to life. With continued social distancing, brands need to leverage new innovations like Augmented Reality to bring alive the in-store experience creatively and help consumers in their purchase decisions.


New creative strategies which marketers and creative teams need

The rise of mobile-users gives marketers and creative teams new ways to bring storytelling alive, making it more engaging and more effective for the audience. It helps marketers leverage mobile marketing better. To reach out to newer customers, tell better brand stories, to engage consumers better on the platforms on which they spend the most time, to drive commerce, and to build brand experiences. The devices and platforms on which consumers are consuming content are changing. Hence the way we tell stories needs to change as well!


Alter the creative principles to connect with consumers in this digitally-influenced festive season

Altering simple digital communication principles that make it easy to respond quickly and yet create on-brand work, connect with the consumer and leverages the best the platforms have to offer through Influencer Marketing. Being true to the platform, engaging with the right audience, build successful and consistent visual language, understand what is the most important product a consumer needs, and working towards fulfilling their requirements and more are certain aspects that can be achieved through Influencer Marketing.


Craft Influencer Marketing strategies with current times

Being aware of the current and upcoming Influencer Marketing trends helps you strategize an effective plan that helps your business reach out to the right audience and generate ROI. The great thing about Influencer Marketing is that the ROI can be measured and monitored to analyze the success of any influencer-driven campaign

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.


Maddie Amrutkar

Founder, Glad U Came

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