Social media influencers may see up to 70% uptick in brand deals this festive season

Social media influencers are preparing for their busiest time of the year as brands boost their marketing budgets for the upcoming festivals.

Riya Turakhia, a fashion and lifestyle content creator from Mumbai with 279,000 Instagram followers (@snug.style.chic), expects a 70% increase in collaborations this season. Brands push their products hard during festivals like Ganesh Chaturthi, Navratri, and Diwali, using creators to showcase their items in festive content. The partnership peak is expected to last from now through November.

During this period, people are more likely to buy, and brands see a major boost in sales. Many influencers are also seeing higher earnings, with brand deals making up the bulk of their income. According to D2C Insider, influencers play a big role in product recommendations, which can strongly influence consumer choices.

Neel Gogia, co-founder of IPLIX Media, said that since Independence Day, the influencer industry has been gearing up for the festive season, with a 50% increase in creator earnings. As demand rises, influencers, especially in niches like fashion and electronics, can charge more for their services.

Sahil Chopra, CEO of iCubesWire, pointed out that during festivals, people consume more short-form content, which drives purchasing decisions. Actor and influencer Aabir Vyas, with over 4.13 lakh followers, agreed, adding that brands take advantage of this content boost by integrating their products into influencer posts.

However, not all the extra marketing money goes directly to influencers. According to a top consulting firm, influencer marketing still makes up a smaller part of overall marketing budgets. But some brands, like pet care company Heads Up For Tails, are significantly increasing their influencer collaborations. CEO Samarth Narang said they plan to expand their influencer partnerships from 70-80 to 300-400 during the festive season.