Brands ab bade stars par paisa kharch karne ke bajaye micro-influencers par focus kar rahe hain. Iska main maqsad tier-2 aur tier-3 cities mein sales badhana aur inflation ka samna karna hai.
Celebrity se hatkar real connection par focus
Is festive season mein corporate India marketing ka khel badal raha hai. Brands ab bade celebrities ke bajaye 1,000 se 100,000 followers wale micro aur nano-influencers ke saath hath mila rahe hain. Tier-2 aur tier-3 cities mein logon ko local language aur trusted faces par zyada bharosa hota hai, isliye brands ne apni strategy mein ye bada change kiya hai.
Conversion vs Reach
Sabse bada sawal ye hai ki aakhir brands aisa kyun kar rahe hain? Asal mein, celebrity endorsements brand image ke liye sahi hain, lekin aaj kal ka trend 'purchase intent' par zyada focus kar raha hai. Brands aise creators ko premium fee dene ko tayyar hain jo sirf reach nahi, balki sales laa sakein. Cooling demand ke beech, ye chote influencers ab brands ke liye sales engine ban gaye hain.
Challenges kahan hain?
Itne saare chote influencers ko manage karna koi halka kaam nahi hai. Agencies ke liye 48-ghante ke tight deadlines mein campaign execute karna ek badi headache ban gaya hai. Jab aap ek-do bade stars ke bajaye sau influencers ko coordinate karte hain, toh logistical friction hona pakka hai, jisse content ki quality par bhi asar pad sakta hai.
Budget bachane ka 'Bundle' formula
Marketing cost ko control mein rakhne ke liye brands jaise Zepto, Blue Heaven, aur Foxtale ab ek naye tareeke par kaam kar rahe hain. Ye companies apne products ko ek hi influencer campaign mein 'bundle' kar rahi hain. Isse cost share ho jati hai aur inflation ke daur mein profit margins ko protect karna aasaan ho jata hai. Investors ke liye ye dekhna dilchasp hoga ki kya ye decentralized model lambe samay tak tick paayega.