Twitter claims to have become an increasingly important channel for brands in India to engage with shoppers during the festive season, according to the platform’s analysis of data and campaigns over the past five years.

Among the trends it has noted, the Economic Times reported, are the evolution of campaigns beyond the purely promotional, the growing advocacy of social issues and causes, the entry of OEM brands and greater use of the platform’s various features to engage consumers in new and interesting ways.

E-commerce brands have been “the trendsetters in conceptualizing tailored campaigns for the festive season”, the title said, with the likes of Myntra and Flipkart, for example, running competitions and inviting user-generated content where users could win coupons or prizes.

Alongside these, tech hardware brands, which are among the most popular online purchases, have also taken to Twitter during this time. OnePlus and Gionee have used Diwali to run competitions to win phones or, in the latter case, a makeover from an influencer.

Meanwhile, brands such as Airtel and have exploited the conversational nature of Twitter to tap into social issues as varied as encouraging digital literacy or the role of women in men’s lives.

In terms of the particular features Twitter offers, the platform highlighted the growing use of user-generated content and inviting people to share photos and gifting ideas for family members.

The latter idea was taken up by Axis Bank which used the responses to design a series of gift cards for particular personality types, such as the doting uncle.

But perhaps most significant is the way Twitter has become a tool for disseminating video in a video-hungry market.

Hero MotoCorp, for example, ran a series of Diwali-themed videos showing how their motorcycles assisted people during Diwali as they ran various errands. And – back to UGC – Honor tweeted a video of an influencer unboxing and reviewing one of its phones.

Sourced from Economic Times; additional content by WARC staff