As the festive season approaches, creators and brands are gearing up for a whirlwind of opportunities and challenges. We spoke with Anurag Iyer, CEO of BigBang.Social, and Dhruv Chitgopekar, Co-Founder of Collective Artists Network, to gain insights into the evolving creator and talent universe during Diwali.
Opportunities and Challenges:
Anurag Iyer, CEO, BigBang.Social, highlights the unique opportunities and challenges that creators and talents face during the festive season. “Diwali is a season of heightened consumer activity, with many people in a festive and shopping mood. This creates opportunities for creators and talent to engage with a more receptive audience. Brands often seek collaborations with influencers and content creators to tap into this festive fervor and promote their products or services.”
However, with greater demand comes increased competition. Iyer emphasizes that “it can be challenging to stand out and deliver content that resonates with the festive spirit. Additionally, it’s crucial for creators to maintain authenticity while collaborating with brands, as their credibility can be at stake.”
New Trends and Changes:
Regarding trends and changes in the creator and talent universe during the festive season, Iyer notes, “Short-form content, especially on platforms like Instagram Reels, tend to dominate and has gained prominence. What works best for creators is quick, engaging, and shareable videos.”
Iyer also points out the rise of virtual events, such as live streaming and webinars, offering new opportunities for creators and talents to engage with audiences. “Festive season live events can be used for product launches, promotions, and interactive sessions with audiences. Diwali campaigns or festive campaigns are more effective with social content as that’s where people are sharing and exchanging festive conversations.”
Balancing Short-term and Long-term Goals:
Dhruv Chitgopekar, Co-Founder of Collective Artists Network, offers insights into planning and managing goals as an entrepreneur during the festive season. “Specifically, around the festive season, short-term goals are often about capitalizing on immediate sales opportunities. These may include launching special Diwali-themed products, collaborating with influencers for festive campaigns, and optimizing advertising budgets.”
Chitgopekar emphasizes that while short-term goals are important, entrepreneurs should not lose sight of their long-term goals. “It’s crucial to consider the long-term impact of Diwali campaigns, including building brand loyalty, customer retention, and sustaining relationships with the creators and talent they collaborate with beyond the festive season.”
Evolving Ecosystem:
When asked about the differences in the talent management and brand promotion ecosystem today compared to five years ago, Chitgopekar reflects, “Over the past five years, we have seen several significant changes in the talent management and brand promotion ecosystem. The shift towards digital media has been exponential. Five years ago, traditional media like TV and print held a more prominent place in advertising during Diwali. Today, digital platforms, especially social media, have become the primary battleground for brand promotion.”
He also notes the growing prominence of creator-led marketing and the emphasis on authenticity and alignment with brand values. “Brands and talent agencies are more selective in choosing the right influencers. The use of data analytics and performance metrics has also become more sophisticated, allowing brands and creators to rely on detailed insights to fine-tune their strategies and measure the ROI of their Diwali campaigns.”
In summary, the Diwali landscape for creators and brands has evolved significantly, with a focus on digital platforms, authenticity, and data-driven strategies. As the festival of lights approaches, this dynamic space promises to deliver exciting and innovative campaigns that resonate with audiences in new and meaningful ways.
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