MUMBAI: Qoruz and autumnGrey have launched an interesting ‘Key Insights to Influence Audience this Holi’ report based on their last year’s observations of the festival, created by analysing engagement on various platforms, trending topics, wishes that dominated all platforms, form of content that worked best, brands that could create an impact, etc. Some key takeaways mentioned in the report can help brands in planning their campaign for Holi this year and choose an engagement platform that could garner desired outcomes.
As per the report, Instagram created the highest average engagements last Holi, followed by Facebook and YouTube. Twitter led the number of posts made around the festival. The frequency of posting was dominated by fashion/beauty segment, the maximum engagement of more than 80 per cent was received by the travel sector. Interestingly, tier 2 and 3 cities witnessed 65 per cent of the social media activity more than 35 per cent of tier 1 cities. The most popular conversation topic was love, followed by friends and family, kindness and pets and movies and music.
Facebook took the lion’s share in terms of brand posting as well as engagement (likes, comments, and shares), making it an obvious platform to target audience, closely followed by Instagram.
Other key highlights revealed that 40,000+ content pieces were created by Indian influencers covering topics around Holi and 78.4 million engagements were recorded on online posts, received as comments. shares, and reactions. 9,978 influencers posted social content like images, videos, and GIFs across top platforms. 21,222 #HappyHoli wishes were shared by influencers with followers on social media.
Speaking on the insights, Qoruz CEO Praanesh Bhuvaneswar said, “Numbers are an intrinsic part of every brand campaign and nobody understands that better than an analytics-powered company like Qoruz. With this report, we bring our raw historical numbers to life and pave the way for real impact!”
The report suggests marketers be a front-runner while creating campaigns and not worry about the formats. “Design a thoughtful campaign that makes it personal for the audience and creates an emotional response. Humanity is what people crave for. Kindness to animals, plants, and humans, and the voice of love is what impacts,” suggests the report.
The report also mentions some brand campaigns that worked last year, insights on some sectors, categories like Travel, Fashion/ Beauty, Food, Gifting, etc that saw success and hashtags that gained the highest engagement in each sector. Here is a link to download the report.
