In a world the place each second particular person is an ‘influencer’, how can passionate and artistic people stand out in a crowd? By counting on a social neighborhood, in fact! This is what Razia Ali, founding father of platforms Blend Community and Blend For Food believes in earnest. A neighborhood that started after the pandemic took over our lives, its major intention was to assist meals manufacturers revive their enterprise with out bleeding themselves dry because of the meals aggregators.
“Personally, food, fashion and fiction are my passions, and I noticed that there weren’t any platforms catering to these three themes specifically. I wanted to create one that curates and distributes relevant content in one place. That’s how the idea of creating an online community celebrating and sharing stories around these three specific categories, came about,” says Ali.
The Blend Community is only an Instagram based mostly platform. It has a wide range of content material within the genres of meals, style, and fiction. Blend For Food, alternatively, is India’s first ‘Content to Commerce Food Tech Platform’ powered by the creator economic system. It claims to be a one-stop vacation spot for every thing associated to meals. Ali factors out that there numerous apps catering to totally different wants like Swiggy/Zomato, Conosh, Masala Box, Amazon Fresh, BigBasket, and many others. however by means of her platform, one can entry them on a single vacation spot.
“During the second wave of the pandemic, we shifted the Blend Community’s focus to the health and well-being segment for our audience. We highlighted content around themes such as adopting a healthy lifestyle, keeping your mood upbeat while working from home, keeping yourself entertained and others. We also hosted a variety of live sessions with bakers, as well as live tarot card sessions etc. We did a variety of things to stay relevant to users during the pandemic,” she shares.
The USP of the Blend Community is the truth that it combines the three F’s of meals, style, and fiction. Ali factors out that there are lots of pages which are segment-specific however none that cater particularly to those three. As a non-monetised neighborhood, their content material is free for the consumption of customers. The Blend For Food app is launching a freemium idea to draw customers however later it plans to maneuver to a Content to Commerce mannequin, with a subscription price the place customers have entry to one of the best content material round meals. This is the plan for 2023.
“We are a brand born on social media. Most of our visibility comes from social media activities including paid ads that we run to make sure our content reaches new users every day. We also have a website, which builds credibility around the vision of the brand. Our vision was to get communities together in a physical format, and therefore we launched Blend Bazaar. This was a day-long event of fun, food, fashion, films, and music, where we hosted meet and greet sessions for homegrown brands, creators, and users. Blend Bazaar was tremendously successful in its first edition and we plan to have multiple seasons of it,” smiles Ali.
As a neighborhood that places creators first, Blend Community is ready to develop from power to power. They at the moment are growing their advertising focus to transcend social media promotions and embrace search engine optimisation for Google and different such initiatives. Ali hopes that these measures will allow them to take the neighborhood web page to a bigger variety of customers and double the neighborhood dimension by the top of this 12 months. She additionally anticipates that Blend For Food may have at the very least 50k app downloads and 35k energetic customers in Bengaluru by the top of 2022.
Communities of this nature are excess of simply pages for social media promotions—they work to get creators, manufacturers, and customers on an excellent footing. They hold neighborhood members engaged and assess the ache factors and lacking points in every of the desired industries. There is little question that in an oversaturated house, a curated platform is the necessity of the hour. It gives customers with one of the best decisions backed by the creator and influencer economic system and helps creators develop as properly.
Noor Anand Chawla pens life-style articles for varied publications and her weblog www.nooranandchawla.com. She will be reached on email@example.com.
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