Customers vs influencers: User content is changing brands' marketing mix
Subscribe to enjoy similar stories. Online shoppers are beginning to earn like influencers by creating content on brands they like, as digital shopping platforms find more value in promoting reviews bearing a more credible cachet of authenticity. Fashion retailer Myntra and direct-to-consumer firms such as snacking platform Farmley are paying customers as much as ₹20,000 per video to promote their reviews.
Such user-generated content is gaining popularity among brands as it generates better returns than influencer-generated content. In September, Myntra launched its shopper-led creator programme, Ultimate Glam Clan. “The programme empowers shoppers to become creators by encouraging them to share high-quality images of the products bought from Myntra as part of their reviews.
This approach enhances content discovery, builds trust and fosters a community where authenticity thrives," said Sunder Balasubramanian, Myntra's chief marketing officer. The executive told Mint that within a month, over 70,000 users had created more than 100,000 user-generated posts, garnering nearly 500 million views. The brand has spent ₹13 lakh to compensate these creators, and the best creators have earned up to ₹20,000 per video, he added.
On average, influencers with over 250,000 followers charge ₹20,000 for a brand video. Also read | Brand hopping may no longer be an option for social media influencers Incentivising shoppers for their reviews, however, treads a thin line. In 2022, the Bureau of Indian Standards issued guidelines requiring e-commerce firms and restaurants to ensure that online reviews of their services or products sold on their platforms are genuine.
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