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Opinion: How brands integrate content creators into apps to boost engagement & time spent

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Narinder Mahajan


Narinder Mahajan of ODN talks about how brands are leveraging content creators to capture consumer attention and boost engagement, modernising the way launch campaigns function.

In today's fast-paced digital world, where every scroll, click, and tap matters, brands are ingeniously embracing a game-changing strategy to capture consumer attention: content creators. These modern brand allies have been seamlessly woven into the fabric of apps, magnificently boosting engagement and time spent like never before. A fascinating twist of fate brought about by the pandemic has paved the way for these unsung heroes to transform the way we perceive and interact with brands.

The pioneers driving the momentum of this content creator movement primarily hail from the industry of beauty products. Nykaa and Boddess have excelled at this phenomenon by sharing intriguing success stories. Content creators have taken on the role of ambassadors, bridging the gap between tactile and virtual. They've seamlessly replaced the traditional in-store beauty assistants, building consumer confidence and propelling engagement to new heights.

Content creators are becoming the "friendly neighbor next door," ushering brands into our comfort zones. It's akin to a heartfelt conversation with an old friend, turning the brand into an approachable companion. This subtle shift in perspective is the catalyst for increased engagement, fusing genuine human connection with brand loyalty.

How are brands ingeniously utilizing these modern magicians?

Look Books and Digital Studios are the talk of the town, with Myntra being a prominent example. These platforms are turning creators into stars and creating a dynamic way for marketplaces to make money. It's more than just a display; it's an experience where creators share their stories and draw us in.

Example shared by Narinder Mahajan

But the changes don't stop there. Content creators have also modernised how brands are launched. The result? A strong impact that leaves a lasting impression and keeps a close eye on sales in real-time.

Example shared by Narinder Mahajan

Now, let's talk about the rise of small Direct-to-Consumer (D2C) brands. This area has become a space for daring experiments. Despite limited budgets, these brands are teaming up with local content creators who have a knack for influencing product trials. Picture founders stepping into the spotlight and sharing their passion through stories. A great example of this is Two Brothers Organic, where the founders' personalities are closely tied to their creation.

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The use of content creators in apps is still pretty new, and there's so much more we can discover from it. Recently, big brands have started working with famous content creators, which is a big step in this direction. Brands are now leaning towards getting content from creators in a controlled way, which makes things feel more real and genuine.

As this trend keeps growing, it's changing how brands connect with people. Brands want their content to feel honest and relatable, like talking to a friend. This shift is making digital interactions between brands and consumers feel more personal and meaningful. It's like a fresh take on the digital world, changing how we all experience and engage with brands.

The Digital age has marked a remarkable transformation that is unfolding before us: the rise of content creators. These everyday individuals, both ordinary and exceptional, are rewriting the rules of engagement. They're changing how we connect by sharing heartfelt videos and captivating captions that draw us in. It's not just a minor shift; it's a complete reimagining of the game, revealing how brands can become an integral part of our lives.

Imagine content creators as modern storytellers, weaving narratives that resonate with us on a profound level. Each video and post are like a stroke of paint on a canvas, creating a vivid image of brands that feels refreshingly genuine. And guess what? This captivating journey is just beginning. We're on the cusp of an exhilarating adventure where creativity knows no boundaries.

This article has been authored by Narinder Mahajan, CEO and Co-Founder, ODN.

Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Engagement Brand Loyalty influencers content creators consumer attention