Starting with less than 10,000 subscribers less than a year ago, the forum has grown organically, powered entirely by user generated content, while simultaneously allowing users exclusive interactions with beauty brands, industry experts, and fellow beauty buffs.
“A common mistake many brands make is to assume and not ask what their audiences want to consume and engage with. To this end, we strive to give our consumers hyper-personalised content by communicating with them constantly through touchpoints at every stage of the consumption funnel from awareness to purchase,” Madhavi Irani, chief officer, content said.
On an average 40,000 active weekly users engage on the Nykaa Network without any marketing push, and ‘Expert Lives’ on the platform see a traffic of 20,000 users in a span of just two hours. At present the platform has over 100,000 answers to 50,000 questions. Incentives such as interactive contests, rewards, surprise giveaways and pinning popular user posts on the feed are some of the engagement tactics to boost stickiness for this burgeoning community.
According to Irani, on the Nykaa Network there are over 5,000 monthly organic brand mentions by beauty buffs by way of product recommendations to beauty queries of fellow users, “and this is a classic example of brand loyalists becoming brand advocates,” Irani said.
At present Nykaa.com gets a monthly average of approximately 20,000 questions from its customers across its product pages on the site. To add to this, the vast majority of the products listed on the site have customer reviews (both textual and image-based).