Valentine's Day: Why brands are smitten with couple influencers

On Valentine's Day, a time when companies are pulling out all the stops to ensure people feel cherished, there is a growing trend of collaborations between brands and couple influencers.

These influencers, known for sharing their personal experiences as a couple on social media, are becoming go-to partners for brands seeking to connect with audiences on a deeper level.

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A post shared by Vishakha & Divesh ? (@coupleofbeetches)

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A post shared by Prachi Dhadwal | Harsh Pandorwala ??? (@twoticketstofreedom)

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A post shared by Arushi?Prakhar?‍⚕️?‍?| Couple Travel (@hungrycruisers)

From endorsing products and services to narrating their unique stories, couple influencers are injecting a fresh wave of creativity into various domains, captivating audiences in novel ways.

On Valentine's Day 2024, e4m asked experts and influencers to understand the brand’s love for them and how it is growing with time. Karan Pherwani, Vice President, Chtrbox said, “You get to work with creators and there are a lot of stories that you can explore. I think the 'relatable' factor that influencers bring in the content is something brands are looking out for. Keeping authenticity in place while creating stories with the right amount of brand messaging in the content is what makes couple influencers a favourite for brands.”

Similarly advocating the relatable and authenticity factor, Shubham Singhal, Co-founder of Dot Media, said, “The magic of couple creators lies in their ability to create relatable content. We guide our influencers to go beyond traditional promotional material and adopt a diverse content mix.

"From behind-the-scenes glimpses to product integrations in daily activities, the goal is to showcase the brand in various contexts, fostering a genuine connection with the audience. Getting noticed requires a combination of strategic thinking and creative flair. Also, active engagement strategies foster a community around the brand.”
Speaking about their experience and why brands like working with couples, Influencers Shashank Sanghvi and Dimpi Sanghvi said, “Couples can showcase authentic interactions, increasing audience engagement. The trend this Valentine's Day might involve emphasizing shared experiences, romantic gestures, and promoting products or services that cater to couples' activities or gifts. It creates a more comprehensive and appealing narrative for the brand.”

Brands are banking on the opportunity to come across as authentic. Authentic content not only fosters trust but also strengthens brand loyalty. By genuinely engaging with consumers, brands can forge meaningful connections that transcend transactional relationships. Authenticity breeds credibility and fosters genuine engagement, ultimately empowering brands to stand out in a crowded marketplace and cultivate lasting relationships with their audience.

“Couple influencers thrive on the power of shared experiences and authenticity. A few strategies that work for couple influencers involve authenticity and genuine connections, storytelling through shared experiences, diverse content mix, consistent brand values and platform optimization. I have seen by combining these elements, couple creators can maintain the attention of their audience while creating meaningful connections with the brands they’re interacting with”, said Singhal on strategies that help in better collaboration with couple influencers.

When asked about the kind of brands that reach out to them, couple influencers Vishakha & Divesh, said, “A plus point of being a couple content creator is that we’re approached by all kinds of brands. Be it food, home decor, lifestyle, TV channels, music, and even makeup! Couple content automatically comes under a “family-friendly” category and hence opens up more opportunities to collaborate with some amazing Brands.”

With Valentine’s week, many brands have teamed up with influencers that really showcase shared experiences with an aim to reach maximum audiences. Vishakha & Divesh spoke about their experience and said, “For us, every brand we've teamed up with has loved how smoothly we blend their products into our videos. Their only expectation, probably what we’ve experienced, is for the products to fit right in with our usual vibe and for their products to be nicely integrated. It's all about keeping it real and making sure everyone vibes with the content.”