New Delhi: Brands across sectors are ramping up their influencer marketing efforts, with fashion, beauty, consumer tech, and gifting leading the way this festive season. Experts anticipate a 30–35% increase in influencer marketing budgets, which will flood social feeds with creator-driven branded content.
However, this surge also means brands risk overwhelming consumers with repetitive influencer-led sales pitches. In a crowded digital space where people seek entertainment and infotainment, brands must avoid bombarding audiences with constant promotions and focus on creating engaging, authentic content instead.
According to Priyanka Padode Sheth, Head of Business & Operations, Iplix Media, one of the big challenges during the festive season is the onslaught of brands advertising and using influencer marketing, often from competing brands within a single category. She said, “There is naturally an overlap between influencers that can promote certain product categories, and affirming genuine brand loyalty during this time can become challenging.”
She also highlighted another challenge brands face during the festive season: making sure the content remains fresh, unique, and doesn't feel repetitive in its message.
Rubeena Singh - Country Manager, India & MENA, AnyMind Group, said that the main challenge is the oversaturation of content, with every brand vying for visibility during the same period.
Sohail Qadri Khan, VP of Client Success at Kofluence, said that another significant challenge is managing logistics and coordination. “From handling product deliveries to navigating content approvals and keeping campaigns on schedule, the coordination part can be daunting. Given the high demand, securing top influencers can also be difficult,” he commented.
To combat the above-mentioned challenges of using influencer marketing during the festive period, brands must focus on early planning and long-term partnerships with influencers, especially with micro-creators who can deliver really personalised and relatable content, suggested Singh of Anymind Group.
Even Neena Dasgupta, CEO and Founder, The Salt Inc. said that while partnering with popular influencers can be challenging since they're often in high demand, collaborating with micro-influencers offers a more efficient, and sometimes more impactful, alternative.
As per her, to truly stand out, it's crucial for brands to create content that not only celebrates the festivities but feels festive. “This means crafting personalised, emotionally resonant stories that genuinely connect with the audience's festive spirit,” she explained.
She also said that leveraging technology and analytics tools allows brands to track performance in real-time and make quick adjustments, ensuring their campaigns stay relevant and effective throughout the season.
Sohail Qadri Khan, VP of Client Success at Kofluence, suggested that engaging influencers early and building strong relationships can also help secure their commitment and ensure your campaign shines.
Through these strategies, brands can cut through the clutter and create memorable festive campaigns.
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