As a deliberate move away from traditional catalog-based and influencer-driven shopping methods, e-commerce platform Myntra is increasing its investment in celebrity-led video content in an effort to boost conversion rates and deepen customer engagement.
Glamstream, a new feature in the Myntra app, combines real-time shopping with video content. The new feature effectively aims to turn viewership into sales by combining over 500 hours of carefully chosen and unique programming with embedded purchasing links. It is a component of Myntra’s larger initiative to create an ecosystem that it refers to as “content-to-commerce.”
More than 100 personalities from Indian fashion and cinema circles, such as Vijay Deverakonda, Rashmika Mandanna, Tabu, Raveena Tandon, Tamannaah Bhatia, and Zeenat Aman, are featured in the content lineup.
According to Sunder Balasubramanian, Myntra’s chief marketing officer, the company is spending more than 500 hours on content. As long as it facilitates what he called the “inspiration to purchase” process and yields quantifiable results, he said, the corporation would keep scaling this investment.
In FY ’24, Myntra spent a total of Rs. 1,677.4 crore (US $ 196 million) on advertising and promotions, which reflected the company’s growing emphasis on growth efforts driven by marketing.
Balasubramanian claims that when users engage with the app’s content, user engagement tends to increase. He stated that the firm has already observed a conversion rate of more than 20% among users who consume such material and is hoping to increase engagement by 15% with its new in-app feature, Glamstream.
According to Balasubramanian, shopping has shifted from catalog-based experiences to content-based discovery. He continued by saying that Myntra has noticed a lot of people finding things on one platform and making transactions on another, a discrepancy that the business is currently attempting to address.
According to the company’s own internal research, 70% of Indian consumers look to influencer-led content before making a purchase.
The firm claims that earlier initiatives like its Ultimate Glam Client program, which currently has over a million registered producers, and its 150,000-strong collection of influencer films helped establish the foundation for Glamstream.
The company is collaborating with a broad network of influencers and content producers to increase production in addition to celebrity appearances. Style guides, podcasts, travel and wedding blogs, shoppable music videos, and fictitious series are just a few of the genres that Glamstream will provide.
Although an editorial team presently works with about 50 media partners to moderate the content, the company stated that algorithms will increasingly drive customisation.
The platform’s goal is to customise content for users according to their past interactions and activities. Myntra matches products with video content on the backend using a combination of manual quality checks and visual recognition technologies. According to Balasubramanian, the system identifies things based on the selections made by celebrities and influencers.
Although user engagement is the company’s top priority right now, future revenue generation through advertising and brand integrations is being considered.
