Social media is the conversational layer of the internet and it is where people come together to celebrate festivals, international cultural moments and special events. In India, during festivals such as Diwali, it lights up brighter than ever.  In fact, during the festival week in 2020, there were over 2.2 million Diwali mentions on Twitter across the country. Every year, during the holiday season, Twitter discussions spike, providing an open invitation for companies to interact and connect with plugged-in customers.

A recent analysis of Twitter interactions in India highlighted what customers want during Diwali and how marketers may participate in the festivities.

How are consumers feeling about Diwali 2021?

During Diwali week in 2020, 85% of Indians on Twitter celebrated Diwali and spoke about it.

● 82% mentions of the festival last year resonated with joy.

● 97% of these conversations echoed a positive or neutral sentiment.

Clearly, Indians are more cheerful when they’re ringing in the festivities with the ones they love.

● While last year, not everyone could be with their friends and families, this year, 61% of people on Twitter feel comfortable gathering with their folks in celebration.

● 36% are also looking forward to heart-warming content on people being together.

● Some will still be exchanging wishes over their screens, and 18% want brands to help them celebrate virtually.

Brands can tap into this happy conversation and keep audiences tuned in with engaging activities, gamified experiences and fun banter.

What are consumers talking about this festive season? OR What will consumers be doing this festive season?

Festivities are when people put their feet up and spend time doing what makes them happy. The entertainment hungry audience will be doing just that this season.

● 48% of the people on Twitter in India will be spending more of the festive week watching TV or streaming their favourite rom-coms or thrillers on OTT services this year.

● Not just that - 61% of these audiences plan to talk about their favourite series or movies on social media.

● While 26% of people are looking forward to entertainment and sports content, 30% want to be amused by comedy content this season.

Aside from entertainment and enjoyment, Indians engage in a lot of buying over the festival season. People have been talking about it on Twitter over the last year as more and more people have turned to purchasing purchases online.

● In fact, between 01 September 2020 to 30 September 2021, there had been 13.51 million conversations around online shopping on Twitter in India, recording a 97% year-on-year growth.

● During this year’s festive season, 52% of people on Twitter will be taking the virtual route and using more shopping apps to buy a range of products including tech/gadgets (35%), apparels, shoes and bags (33%), furniture and household appliances (28%), gold, jewellery and watches (24%), etc.

● 44% will also be spending on food and beverages, and 33% of them will be using food delivery apps to add flavours to their festivities.

● When talking about making online purchases, 54% of shoppers on Twitter in India spend time looking for the best deals and 52% use discounts codes or coupons.

● This Diwali too, 40% of Twitter’s audience are looking for exciting deals and promotional offers from brands.

Consumers want brands to be socially responsible

People in India are becoming increasingly aware of their environmental effects. They come forth to urge others to minimise the environmental impact of their celebrations, especially during the festive season. Similarly, this Diwali, customers are expecting companies to take the initiative and be responsible. 64% of the people are concerned about air pollution, meanwhile, 53% want businesses to consider how noise pollution affects animals, nature, and other people. 45 per cent are concerned about excessive trash pollution and want firms to manufacture in a more environmentally friendly manner.

In India, the festive season is when customers are most engaged and want engagement with a wide range of companies. Social Media is where these conversations are shaping up, and there’s no better time or place for a brand to become a part of what’s happening when it's happening.