Why D2C Companies are Acquiring Online Content Platforms?

Acquisitions have been made in the content management platforms by the D2C companies. But why? .


Honasa Consumer Private Ltd (HCPL) the parent company of popular D2C personal care brands Mamaearth and The Derma Co has recently announced its acquisition with female-oriented content platform Momspresso and associated influencer-engagement platform Momspresso MyMoney for an undisclosed amount.
Recently turned unicorn Good Glamm group has been on an acquisition spree since 2021. It has acquired popular content platforms like MissMalini, Popxo, Plixxo, and BabyChakra and two more startups Winkl and Vidooly, in the influencer management space for an undisclosed amount. With such aggressive acquisitions in the content platforms, it plans to develop a new venture under the name, Good Creator Co.
What is common in the above two acquisitions? These acquisitions have been made by a D2C company especially in the online content platform space.

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A report from RedSeer says that there are about 210 million monetisable internet users in India who consume content in vernacular languages.

Content platforms – A focused marketing strategy with Micro and Regional influencers

Most content platforms such as BabyChakra, Popxo, Mompresso, and Plixxo are driven by a strong community of women, regional content creators, and micro-influencers who through their innovative content styles have developed a niche that appeals to the vernacular audience which is large and growing in number. A report from RedSeer says that there are about 210 million monetisable internet users in India who consume content in vernacular languages.
Although it might seem that marketing through macro-influencers will maximise reach due to their huge follower base, but vernacular content creators hold a special place in their follower’s hearts. The followers tend to idolise them more due to regional inclination and connectivity and hence, are considered experts especially for topics on skincare, makeup, fashion, and styling.
Surprisingly, the number of followers for macro-influencers cannot promise a better engagement rate which is why these D2C companies are leveraging the strong network of women, vernacular, and micro-influencers as a part of their focussed marketing strategy to tap the vernacular-speaking masses and expand their product reach.
Similarly, GoodGlamm through its acquisition of Scoopwhoop wants to foray deeper into the male’s grooming segment that has remained underserved and limited over the years. Its new venture Good Creator Co in influencer management will form a symbiotic relationship with the influencers and content creators as it will provide brand campaigns, monetisation opportunities, as well as affiliate and creator commerce programmes.
On acquiring Momspresso and MyMoney, HCPL will enjoy from the platform’s existing 60,000 regional content creators, a strong women community of 30 million, and over 2 lakh micro-influencers owning a fan base of 50 million.

D2C brands will benefit from these online content platforms as they can market their products through regional targeting that will appeal to a larger audience by building a personal connection that offers these brands high reach and engagement.

Shalmoli Sarkar
Shalmoli Sarkar
An MBA in marketing and a BTech in chemical engineering, Shalmoli writes on marketing strategies and business technology for new and aspiring entrepreneurs.

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