Autumn Kicks Off 'Soft New Year' for Brands and Influencers
Autumn marks a significant shift in consumer behaviour and brand strategies. This season, often seen as a 'soft news', brings new ideas, habits, and shopping patterns. Influencers and brands alike tap into deeper moods and rituals, transforming seasonal marketing into cultural participation.
Autumn's nostalgic and cozy vibes inspire brands to create content that resonates on a deeper level. Influencers package daily routines into seasonal storytelling arcs, fostering intimacy and repeat engagement. September, in particular, is seen as a 'soft news', with influencers promoting productivity and lifestyle changes.
High-engagement milestones like Halloween and Thanksgiving serve as interconnected arcs in long campaign cycles. Brands like BMW use these events to create engaging experiences, moving away from traditional advertising. Influencers play a crucial role in bridging inspiration and transaction, turning platforms into new storefronts with shoppable videos and live-stream hauls. Autumn is also the internet's 'second January', a time for creators and audiences to refresh routines and hit pause.
Autumn's unique cultural significance and high-engagement milestones make it a strategic reset point for brands. By understanding and leveraging these aspects, brands can create meaningful connections with consumers, foster brand loyalty, and drive sales. Influencers, with their ability to inspire and facilitate transactions, are integral to this process.
