Brands are getting big on social Media

Brands are getting big on social Media

If we look at how businesses used to market their products and services in the last five years, the first thought that would come to our mind was advertisements, offline promotions, door to door selling, etc. Social media marketing mainly influencer marketing, then a newcomer in the field was only considered a wild goose chase. Companies used to invest in influencer marketing campaigns then too, but it was a core marketing method and thus didn't have that much of a fan following. In the last two years, influencer marketing saw tremendous growth as people started using social media more and more. This regular engagement of the crowd on social media websites gave birth to a certain group of people known as an influencer.

Now, who are influencers?

Influencers are people who post content on social media and these people have a good fan following, that is they can influence their viewers. They post content in the fields of fashion, fitness, food, travel, and much more. They are called Influencers because they have a certain number of regular audiences for their content. Brands collaborate with these influencers and the influencers post content about the products of the brands thus creating a positive image of the brand in the minds of the people.

This method of marketing is called influencer marketing. Influencer marketing was growing at a good pace in the past few years due to more and more people getting active on social media, but the real thrust that influencer marketing got was during the lockdown of COVID 19

COVID 19

COVID-19 has affected social media positively as well as negatively, the world has seen clashes, conflicts, frauds, scams, etc as well as growth, recovery, closeness in the lives of people.COVID-19 has locked the people in houses so adhesively that they have glued to their phones. This has caused a drastic change in the behavior of people and this can be used as an advantage for these companies for marketing their products and services.

Consumers are increasingly shifting to online spending to avoid exposure to disease people are avoiding traditional payment methods, that's why e-commerce payments are set to record a steep increase of 25.9% in 2020, said the company.

Also looking at the atmosphere of tension COVID-19 has caused in the lives of people, people need something to hold on to, something to give them hope, something to engage them in spreading positivity socially.

The brands and social media websites have used this opportunity to their advantage. They have been able to create campaigns which have no intentions of marketing the product for sales, but they were able to create good with their consumers through this

Campaigns started by brands and Influencers

Instagram

Instagram had also launched a “Stay Home” sticker. Any accounts that use the sticker will be added to a shared Instagram story, allowing them to see how others are practicing social distancing at this time. This was a great initiative by Instagram and we have seen that in the past few months we have exponential growth of Instagram promotions by influencers. We see make-up artists posting makeup tutorials, review of products, give away challenges have become common. This competitive and rival atmosphere has given influencer marketing the thrust it needed. Brands are now able to funnel their audience with the help of influencers and further, maintain goodwill.

Nike

Nike during the time of crises to maintain fitness and moral high by providing free subscriptions to Nike club training for a specific period also provided good health-related content to its users Nike also extended its message of staying healthy during the virus to its podcast

Lego

Lego encouraged families to stay at home and help to straighten the curve during the peak of the Covid-19 crisis, Lego designed an animated video asking kids to be superheroes while offering ideas on what to do to stay safe.

#handwashchalangebyDettol

As the global pandemic of COVID-19 gets severe in India, Dettol with the help of UGC started a campaign on the platform that has a substantial amount of regional users to make people aware about the simple steps to wash hand

#WorkOUTfromHome

With the help of 22feet Tribal Worldwide, Reebok India started a home workout series that helps people to remain committed to fitness during Covid19. Katrina Kaif and Malaika Arora in collaboration with Reebok uploaded fitness video with household items making it easy for every one

In the end, the world of marketing is going through a big change, some are able to use to their advantage, others are still trying to find a way to cope up with this storm. Influencers have been able to create a good number of followers in this lockdown and thus are able to maintain a bond with their audience, the brands who don't have a deep social media presence are collaborating with these influencers for getting their products and services recommend to the crowd.

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