Whose ‘Content’ Is It Anyway?

Welcome to my new LinkedIn series #KPoint. This is an amalgamation of my marketing notes, some candid observations or simply work that stood out for me. Watch this space for my point of view & I’ll be glad to hear yours!

Whose ‘Content’ Is It Anyway?

Transition of content on digital from being brand content to influencer led to user generated

As marketers it is important to know & follow these shifts in the online space to be able to stay relevant as well as stay connected. The start of the millennium saw brand mentions in articles online, websites, Youtube videos that helped create more buzz about a brand.?The launch of facebook brand page in 2007 made branded content more ownable & systematized.

Interesting fact : Coca-Cola still uses its Facebook page and organic reach to promote events, contests & campaigns. Nutella sure knows to spread it thick! Nutella took the visual appeal to the next level. The brand harnessed the snowballing popularity of video on Facebook during 2015, when their Facebook video traffic doubled to 8 billion daily views.?

This is also why brands are not dismantling their pages yet.

Next came the phase of the ‘big influencer marketing’. The need for it emerged as brands wanted to hit the “right chord with their audience”.?It was the time when being ‘authentic’ was sought in every experience - be it travel, food or lifestyle.?I personally feel the influencers will keep evolving but they are certainly here to stay, simply because of the amount of power they exude on their followers.

Though the clothing & apparels gained the most. I recall the clothing brand ASOS influencers were termed as ‘ASOS Insiders’ (literally yes) before the more sophisticated influencers reign took over.

The best in class influencer marketing for me in recent times is by the home grown Nykaa brand. Its ability to connect with such a wide spectrum of women ranging from?home makers to executives to socialites is amazing. I doubt if there exists a woman shopper online who has not come across Nykaa.

Brands have come to understand that their followers and fans are their best billboards. The brand that comes to my mind & one that is close to my heart is Fevicryl. The brand inspires creativity in every genre of art. There is a large & ever growing user base that are highly engaged, #keepcreating works of art & are constantly sharing to inspire enthusiasts all over!

#KPoint #InfluencerMarketing #UGC #DigitalEffectiveness