Microblogging emerges as a new niche for advertisers
Over the years, several brands have leveraged microblogging sites such as Twitter to maximise visibility and engagement with their target audience especially during the festive season
Microblogging is emerging as a new communication channel for brands. From labels such as Myntra, Flipkart, Axis Bank and Tanishq, brands have perfectly used it to communicate with their potential customers around festivals. With billions of users, Twitter and Tiktok remain the most popular microblogging sites, other platforms such as Tumblr, Helo, etc, are also evolving.
Experts believe that the biggest reason for the growth of microblogging as a promotional tool is the emergence of e-commerce brands. It is the e-commerce players who have started using Twitter and other microblogging sites to disseminate festive/Diwali campaigns or messages.
According to experts, people love short and crisp messages. Hence, microblogging is growing rapidly.
While Twitter is already one of the most popular microblogging tools, TikTok, is also growing as a new option for advertisers. Tiktok even launched its ad formats ahead of Diwali to become a go-to platform for advertisers. This newly introduced ad-format by Tiktok was a way to woo brands to maximise their visibility on Tiktok during this festive season.
Prashant Sharma, Chief Marketing Officer at NOFILTR Group said, "I believe India still lacks the concept of KOL’s (Key Opinion Leader) and every influencer whether micro or macro promotes all kinds of brands ranging from beauty to automobile. This has largely been due to the lack of KOL’s in sectors like healthcare, Travel or niche sectors like education, or interior design. As we evolve on the internet, the brands are going to get smarter and they will ask for smarter ways to track campaign success. While macro-influencers are no doubt a great asset for creating brand recall and penetrating through a massive reach, micro-influencers tend to have a more personal bond with their audience. This is when KOL’s will come into play once the micro-influencers shift towards becoming KOL’s in their niche where they promote brands related to their content and genre and maintain the personal bond they’ve built with their audience. Also, in a year's time, we will define influencers with a million followers as Micro".
According to Ambud Sharma, CEO, Escaro Royale, "Microblogging isn't necessarily an influencing activity but rather a brand awareness exercise to attach the microbloggers' audience to the principals' (in this case eCommerce company like Myntra etc). In our opinion, Microblogging is less expensive to create great content since the microbloggers' aspirations drive them to make better and innovative content. Once the microblogging audience is tapped, retargeting the audience to create sales is a tried and tested methodology for brands like ours. Microbloggers' motivations stem from a good payday and a celeb status - which they can get by working for highly capitalized firms."
Let's have a look at how brands have leveraged the festive season with their quirky promotional techniques of microblogging over the years!
This festive season, the lead campaign for Tanishq was #VirasatByTanishq and #Jewelfie which asked consumers to buy a legacy from Tanishq and share what their selfie wearing it. The messages on the micro-blogging site were to encapsulate the spirit of Diwali celebrations and continuing the tradition of buying jewellery across generations.
This stunning set from #VirasatByTanishq could be yours.* Share your #Jewelfie to stand a chance at winning it. It's the last day to send in your entry, so, hurry!— Tanishq (@TanishqJewelry) October 28, 2019
*T&C Apply pic.twitter.com/O9xo5YzNaI
Flipkart’s #BigBillionStar campaign has recorded over 8 billion views. User-generated content seems to have drawn in e-commerce giant Flipkart too onto the platform. Looking to create a buzz around its Big Billion Days Festive sale, Flipkart ran a campaign under the hashtag #BigBillionStar. The campaign featured its brand ambassadors - Virat Kohli, Amitabh Bachchan, MS Dhoni and Alia Bhatt.
Flipkart has been an avid player of microblogging since 2015. Their #FlipkartFestiveHome in 2015 to #BigBillionStar in 2019, the brand leveraging the festive season with its creative microblogging strategies.
Ushering in the festive vibes, GoIbibo also joined hands with microblogging giant, Tiktok and launched #TikTokDiwali campaign. Under this campaign, TikTok launched Diwali-themed stickers that will be available for all users to create unique, personalized greetings using #TikTokDiwali.
Vivo's Karo #HarDilRoshan campaign aims to bring the light of the festival at everyone. With the help of microblogging, Vivo aims to promote its recently launched V17 pro.
Not just the big e-commerce labels but offline players like Haldirams also launched #HungryForHaldirams campaign to leverage this festive season.
With Haldiram’s celebrations never end. So, this Diwali celebrate the festival of lights in flavours, with family, friends and Haldiram’s. #haldiramsnagpur #haldirams #haldiramsfood #hungryforhaldirams #Diwali #Diwali2k19 #DiwaliGifts #Diwalivibes #Celebrations pic.twitter.com/3tksCJZK5U— Haldirams (@NagpurHaldirams) October 28, 2019
This Diwali add Haldiram's to your #celebrations and savour real flavours of life.— Haldirams (@NagpurHaldirams) October 27, 2019
.#haldiramsnagpur #haldirams #haldiramsfood #hungryforhaldirams #Diwali #Diwali2k19 #DiwaliGifts #Diwalivibes #DiwaliSweets #sweets #Indiansweets #HappyDiwali2019 #Diwaliwishes pic.twitter.com/WhjFecG6Xh
Super siblings laugh and celebrate every occasion of life in their own flavours. This Bhai Dooj celebrate your flavourful bond with the latest addition to our yummy Haldiram’s family, TingRing! Order your treat on https://t.co/AnlSQiBH40#haldiramsnagpur #haldirams #bhaidooj2019 pic.twitter.com/CRtqfpfKm5— Haldirams (@NagpurHaldirams) October 29, 2019
Apno ke saath hi banta hai #HarDinCelebration.— Mastercard India (@mastercardindia) October 28, 2019
Tell us how did you make #Diwali special for your loved ones, and three lucky winners will win a gift voucher to multiply the celebrations! #contest #HappyDiwali
Last date: October 30, 2019
T&C: https://t.co/ng3TUndupe pic.twitter.com/yrwCroQV5G
While Cadbury's using Twitter for ad campaigns for a long time, they also strategised to make their ad, "I can feel your lips," viral on TikTok.
With the #FastForHer campaign, shaadi.com proved that microblogging has huge potential not just for the conventional advertisers but across different categories.
#FestivitiesBeginAtMidnight campaign was one of the initial examples of microblogging. Launched in 2015, #FestivitiesBeginAtMidnight campaign arranged a contest where the winners could take home coupons worth Rs 8000.
Micro-blogging, the shortest medium to disseminate the message, is evolving rapidly. Since the brands are using microblogging with high zeal, it seems that the trend is going to have a bright future in India.
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