Not just GenZ and millennials, people of all ages and generations today are spending their time on social media and following influencers for ideas, inspiration, and advice. They browse content that is authentic and keeps them engaged, entertained and informed – which happens to be influencer marketing’s core offering. Meta’s consumer insight report for the 2022 Festive Season has found that 53% of Diwali shoppers made discoveries online through influencers, while for the other 56% of the people, their purchasing decision was driven by public figures/celebrities.
The primary reason for this is the rising popularity of influencers and their credible command over their audience, along with them being a cost-effective solution for brands. Because influencers are real and relatable to consumers, they can deliver real value for brands by offering exciting ways of sharing a brand message. Collaborating with content creators provides brands with the chance to understand consumer behaviour as well as target and reach a wider audience. It also helps brands tap their online presence and work with content that the audience follows.
Below we take a look at the 2022 trends in the creator economy around the festive season-
- Attention to nano and micro-influencers.
Earlier brands would focus and collaborate with only more prominent creators, but they are now willing to explore relevant nano or micro-influencers for the same. This is because the audience base of these groups of creators is extremely niche, and they have a higher engagement rate that can help brands go hyperlocal in their conversations with consumers.
- Tapping all age groups.
Brands leverage influencers not just to ‘influence’ but also to generate diverse quality content and target all age groups. Eight crore creators in India are spread across different age groups, from baby and GenZ influencers to couple influencers and even senior influencers who have established a niche for themselves. In a country with over 500 active social media users, most of whom follow at least one influencer, this is a massive brand opportunity for brands to create a family-like influence on the customers during the festive season.
- Besides lifestyle and beauty, various sectors are investing in creators.
This festive season is seeing several brands investing in creators apart from lifestyle and beauty. This season’s new entrants are D2C, FMCG, smart food/nutrition, banking and finance and many startup and fitness brands. They are not only investing in known celebrities and influencers to market their product and service but are also roping in nano influencers for the same.
- Engagement with regional creators.
Reports suggest that rural social media users continue to grow at 2x yearly. It is also known that audiences prefer to consume content in their mother tongue. Hence, vernacular creators are booming because they can create highly engaging content and connect with their viewers in their regional language. Collaborating with regional influencers helps brands to be rooted, honest and raw and capitalize on adding the inclusivity touch to their campaign.
- Affiliate marketing on the rise.
Affiliate marketing has always been a part of the creator economy space. However, during the festive season, the number of contests and promos by brands via influencers is definitely on the rise. Through affiliate marketing, a creator recommends a particular product or service by giving an exclusive discount valid exclusively for their followers. This makes for a great way for brands and influencers to earn profits and provide the best offers for their audiences – a win-win for all.
The other note-worthy trends this season are brands collaborating with meta/virtual influencers and creating dedicated festive video content with creators for their websites. This festive season has seen brands up their campaign with fun catchphrases, clever wordplay, lavish visuals, humour and informative content. How many of these did you catch?
Views expressed above are the author’s own.