Nykaa records 1 million subscribers, thanks to User-Generated Content

On an average, 40,000 active weekly users engage on the Nykaa Network without any marketing push

e4m by exchange4media Staff
Updated: Jun 10, 2019 2:26 PM

Nykaa has announced that its online interactive beauty platform, Nykaa Network, now has about one million subscribers, thanks to User-Generated Content that remains one of the biggest drivers of success for the brand’s content marketing strategy.

Starting with less than 10,000 subscribers barely a year ago, the forum has grown organically, powered entirely by User-Generated Content, while simultaneously allowing users exclusive interactions with beauty brands, industry experts and fellow beauty buffs. 

On an average, 40,000 active weekly users engage on the Nykaa Network without any marketing push, and Expert Lives on the platform see a traffic of 20,000 users in a span of just two hours. 

At present the platform has over 100,000 answers to 50,000 questions. Incentives such as interactive contests, rewards, surprise giveaways and pinning popular user posts on the feed are some of the engagement tactics to boost stickiness for this burgeoning community. 

“A common mistake many brands make is to assume and not ask what their audiences want to consume and engage with. To this end, we strive to give our consumers hyper-personalized content by communicating with them constantly through touchpoints at every stage of the consumption funnel from awareness to purchase,” said Madhavi Irani, Chief Officer – Content. 

“While talking to your audience is important, creating a space for them to talk back - express their queries, concerns and opinions - is what will set your brand apart and ultimately build brand loyalty,” Irani said. 

Consumers today spend up to 5 hours daily on UGC and almost 90 per cent of online shoppers rely on online reviews to make a purchase. “Today, on the Nykaa Network there are over 5,000 monthly organic brand mentions by beauty buffs by way of product recommendations to beauty queries of fellow users, and this is a classic example of brand loyalists becoming brand advocates,” she added. 

“By piggybacking on the UGC trend that isn’t just a marketing buzzword any more, we’ve put our customers front and centre, catering to their needs and staying authentic by using their voice to do our marketing for us, thereby creating a community of loyalists that has helped make our content marketing strategy an overall success,” Irani added.

User-Generated Content (UGC) has long been pegged as the next big thing in online marketing. Citizen journalism that completely disrupted the news journalism model started out on social networking sites like Facebook and Twitter. Today, brands are going down the same path using UGC as a mode to communicate and connect with their audience using the user’s voice and their word-of-mouth referrals to come across as friendlier, more relatable and more honest. 

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