Influencer Marketing Only During the Festive Season: Why It’s a Big No
The festive season is synonymous with increased consumer spending, making it a prime time for brands to ramp up their marketing efforts. Influencer marketing often plays a major role in these campaigns, but there’s a common misstep many brands make: focusing on influencer collaborations only during festivals. This practice can limit a brand's growth and, in some cases, even dilute its message.
Here’s why Influencer marketing shouldn't be restricted to the festive season,
1. Consistency Builds Brand Loyalty
Consumers today expect consistency. Interacting with influencers only during the festive season can make a brand seem opportunistic, leading to a disconnect with its audience. Brands that invest in influencer relationships throughout the year build familiarity and loyalty.
Example: Mamaearth, a skincare and personal care brand, has maintained steady influencer collaborations throughout the year. By engaging influencers in skincare and lifestyle niches on platforms like Instagram and YouTube, Mamaearth has become a go-to name for natural, eco-friendly products. Their strategy emphasizes that skincare is essential year-round, not just during festivities.
2. Building Authenticity Requires Time
Authenticity in Influencer marketing comes from genuine brand connections. A promotion that feels purely transactional is quickly detected by followers when it comes from an influencer brand that collaborates with influencers and regularly fosters genuine relationships, leading to a more authentic connection with the audience.
Example: Nykaa, an Indian beauty and wellness retailer, collaborates with influencers. year-round, educating consumers about beauty and wellness tips and promoting product usage. Their steady presence in the influencer space adds to their brand’s credibility. Influencers integrate Nykaa products naturally, helping the audience see the brand as a lifestyle companion rather than a fleeting holiday advertiser.
3. Consumers are Active Year-Round
While the festive season sees a spike in consumer spending, modern consumers make buying decisions yearly. Brands focusing solely on festive influencer campaigns risk missing out on off-season sales opportunities and consistent audience engagement. The lack of continuous campaigns can also mean missed brand reinforcement and product education moments.
Example: Cult.fit, an Indian health and fitness brand, partners with fitness influencers year-round to promote active and healthy lifestyles beyond specific events or festivals. Their collaborations with influencers cover workout routines, wellness tips, and mental health awareness, helping them continuously engage a wide audience. Cult. fit positions itself not just as a “festive brand” but as an integral part of an active lifestyle, appealing to health-conscious consumers throughout the year.
4. Competitors Gain an Edge with Year-Round Marketing
If your brand shows up only during the festive season, it may lose ground to competitors who invest in Influencer marketing year-round. These brands become more familiar to consumers and are top-of-mind when purchasing decisions are made.
Example: Zomato and Swiggy, two giants in India’s food delivery industry, continuously engage influencers across social media to promote new offerings, discounts, or trends in the food space. Their consistent influencer activity has helped them remain competitive and a preferred choice, even as new food delivery startups enter the market. The constant presence has solidified their brand positions, especially during non-festive periods, while brands only active during festivals often miss out.
5. Data and Insights Drive Long-Term Growth
A one-time festive campaign limits data collection, reducing opportunities for improvement. Year-round Influencer marketing provides consistent performance data, enabling brands to test various strategies, influencers, and content types. This iterative learning process is invaluable for refining future campaigns.
Example: Lenskart, an eyewear brand, collaborates with fashion and lifestyle influencers throughout the year, continually analyzing campaign performance and adjusting its approach to reach specific customer segments. By gathering data across multiple campaigns, Lenskart tailors future strategies based on real-time insights, optimizing its Influencer marketing in a way that seasonal-only campaigns simply can't achieve.
6. Enhanced Brand Recall and Visibility
Staying visible throughout the year ensures that when consumers are ready to buy, they think of your brand first. Consistency in Influencer marketing creates a mental association that can significantly increase brand recall, translating to more engagement and conversions.
Example: Tata Tea’s “Jaago Re” campaign has consistently used influencers and social advocates to discuss social issues and drive awareness year-round, rather than just during festive periods.
Conclusion
Relying solely on festive-season influencer campaigns can limit your brand’s potential for growth, authenticity, and consumer trust. Brands that take a consistent, year-round approach to long-term Influencer marketing enjoy numerous advantages: increased brand loyalty, authentic connections, better competitive positioning, and enhanced brand recall.
Embracing a year-round influencer strategy can be a game-changer in a market that increasingly values genuine and ongoing engagement. By building relationships with influencers across all seasons, brands can create a lasting impact beyond the festive spike.