: Interview: Snapdeal’s Soumyadip Chatterjee on the relevance of social media in ecommerce marketing #IndiaNEWS #Interviews Social Samosa speaks to Soumyadip Chatterjee to know more about the e-commerce

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Interview: Snapdeal’s Soumyadip Chatterjee on the relevance of social media in ecommerce marketing #IndiaNEWS #Interviews
Social Samosa speaks to Soumyadip Chatterjee to know more about the e-commerce platforms strategy to harness digital marketing and further strengthen the brand value.



Harping on the digital wave to accentuate the e-commerce business, Snapdeal with a significant amount of followers across social media platforms is betting big on contextual and relatable content creation.



In conversation with Social Samosa, Soumyadip Chatterjee, Brand Marketing Director, Snapdeal speaks at length about the Snapdeal social media strategy, why the duration of the content is not of much relevance but quality matters, creating platform-specific content, building fashion communities online, and driving positive conversations, and more.



Excerpts



Could you briefly tell us about the popular trends that defined Snapdeal’s social media content in 2021?



In 2021, we adopted a video-first approach, whereby we created two video-led campaigns to build on our positioning of Brand Wali Quality, Bazaar Wali Deal. We have collaborated with multiple influencers, meme pages, YouTube channels, and publishers to create interesting content for users and followers. This is a major part of our strategy in 2021.

















We have also implemented moment marketing on relevant occasions. We used Instagram stickers and polls on Twitter to comprehend audience preferences, which helped in creating the right content strategy. Since our target group relates to desi pop culture fashion, it inspired us to create posts with punchlines from popular Hindi TV shows.



How do you plan to improve your social media marketing performance?



Data speaks volumes and it helps us constantly learn and unlearn through what works on the platforms and for our diverse target group. Keeping up with the trend across all platforms, we are one of the first e-commerce brands to try Facebook Branded Content Ads and Youtube Creator Promotions.

















We are focusing on creating specific platform-first content and making our YouTube page a digital fashion TV catering to the needs of target groups. Similarly, for Instagram, we are exploring reels and model images with the best potential. We are also building a new Fashion@Snapdeal IG community to bring together value lifestyle seekers and fashion enthusiasts.



Please take us through the content buckets you have in place what kind of content has managed to receive a good response?



Our content plan is broadly divided into 4 major approaches:



Trends and Conversations: This includes festival-centric content that would interest our target audience. We are leveraging memes and capitalizing on moments to create relatable content.

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