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Micro-influencers are increasingly shaping consumer choices, especially during the festive shopping season. A study by Meta reveals that micro-influencers, with followers ranging from 10,000 to 100,000, have a similar impact on festive purchases as macro-influencers. The report highlights a significant shift towards e-commerce, with over half of shoppers planning to buy online this festive season.
The study, conducted by GWI, surveyed 2,438 internet users aged 16-64, emphasizing the importance of regional language ads in engaging consumers. With 82% of Indians participating in festive sales, electronics and fashion emerge as the top categories. Meta's Director of Ads Business in India noted that 80% of festive shoppers discover deals on Meta, showcasing the platform's pivotal role in the shopping journey.
• Micro-influencers are as influential as macro-influencers in festive shopping.
• 80% of festive shoppers discover deals on Meta's platform.
Micro-influencers are shown to significantly influence consumer purchasing decisions during festive seasons.
The report indicates a growing trend of shoppers preferring e-commerce platforms for festive purchases.
The report notes that quick commerce is expanding into categories like electronics and jewelry.
Meta's role in facilitating festive shopping through targeted ads and influencer partnerships is highlighted in the report.
GWI's survey provided the data for understanding shopping trends during the festive season.
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