Content marketing is lot about featuring in people’s consideration set: Kaushik Mukherjee

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by Samuel Pordengerg Dec 2, 2022 News
Content marketing is lot about featuring in people’s consideration set: Kaushik Mukherjee

Kaushik Mukherjee, co-founder and COO, SUGAR Cosmetics, and Nawal Ahuja, co-founder, exchange4media, had a conversation at the Impact Digital Influencer Conference.

Makeup is a category that can be used for influencer marketing. Ahuja said that it's one of the categories that has the highest use of marketing.

The strategies adopted by SUGAR Cosmetics have made it one of the most followed brands on social media.

It's said that at some point you run out of mistakes and things work out. Over a period of time, I believe we have seen that happen.

He said, "When we started building SUGAR, a lot of our investors and marketers asked why we were building a cosmetics category." Back then, we saw something very interesting. It was easier to get traction on a category like cosmetics because of the consumption of content on personal devices. People were trying to figure out what to make of the material. The online population wanted to learn how to use make-up. It was a mixture of both. Engagement cannot be over-indexed. We need to be true to what we believe in.

It is important for content marketing to feature in people's consideration sets.

The best part about last decade is that it has included influence on purchasing thanks to the rise of digital influencers. We ask ourselves why we want to engage with someone. That has very clear answers. Either we are engaging aninfluencer for a piece of content or for media. When we invest money in the macro accounts, we hit the celebrity accounts when there is a campaign that needs to be amplified. On a daily basis, we have a casting director who is tasked with finding people who have less than 5k followers. We have seen someone with exceptional talent before. It's easier to give credit to them now that they have a huge follower boost.

In the past, they have made the mistake of pushing different versions of the same content on different platforms, and it did not work, according to the speaker. The people don't care about the product. They want to know what you do with the product and what you are doing with the product. It's amazing how much engagement you can make with what you can create. The creation of a product is very important. You had to explain and show how the look has been created. The duration has been reduced to 30 seconds. The attention span is going to go down.

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