MUMBAI: This Independence Day, the real fireworks aren’t just in the skies, they’re lighting up Instagram, Youtube, and your Reels tab. In a head-turning report released by influencer marketing SaaS platform Klugklug, Flipkart and Amazon’s contrasting influencer strategies for their big sales reveal two vastly different playbooks and one clear early leader.
On Day One of the festive e-commerce face-off, Flipkart appears to be “batting bigger”, deploying influencers at three times the scale of Amazon. Flipkart commanded 75.89 per cent of the influencers and 71.01 per cent of total posts, while Amazon trailed with 24.11 per cent of influencers and 28.99 per cent of posts.
But while Flipkart is flooding the field with content, Amazon is playing the precision game.
“The Independence Day sales are a battleground for e-commerce and brands,” said Klugklug co-founder & CEO Kalyan Kumar. “Flipkart’s aggressive, high-volume influencer deployment strategy is clearly leading in terms of reach and overall engagement at this stage.”
Indeed, Flipkart’s influencer army is delivering big on reach and engagement. The platform’s creators garnered a whopping 136.91 million views, 1.56 million likes, 423.19K comments, and 31.4K shares adding up to a massive 2.02 million in total engagement.
Amazon’s numbers, while more modest, point to a different kind of victory. The platform clocked 11.73 million total views, with 806.07K likes, 226.5K comments, and 16.89K shares, totalling 1.05 million engagements. However, its overall engagement rate was a notable 3.02 per cent, more than double Flipkart’s 1.32 per cent.
“Amazon is demonstrating a more surgical approach,” explained Klugklug co-founder & CPO Vaibhav Gupta. “While their influencer deployment is smaller, their engagement rates are higher driven by mega-influencers. Flipkart, meanwhile, is casting a wider net, creating a splashy buzz with a mass rollout.”
Flipkart’s biggest win seems to lie with its nano to macro influencers, who are showing solid engagement. The platform’s nano creators saw an impressive 4.70 per cent engagement rate, while Amazon’s mega influencers delivered a strong 3.50 per cent.
However, when it comes to mega influencers, Flipkart is steamrolling the competition. These top-tier content creators alone generated 121.64 million views for Flipkart, dwarfing Amazon’s combined 10.77 million views from mega influencers and 11.98 million views from macro influencers.
The numbers reflect the sheer difference in scale: Flipkart has gone all in, while Amazon is strategically picking its bets.
“Both strategies have merit,” said Gupta. “It will be fascinating to see which proves more effective as the sale progresses big splash or deep connect?”
As the sale rolls on, the scoreboard is far from final. But if the first day is anything to go by, Flipkart is swinging for the fences while Amazon is quietly building innings. Either way, the real winner is your feed, which is now a cricket field of commerce.
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