LG is considering collaborating with Indian digital influencers in the future for sharing “optimistic content” on its online platforms for social media users, company executives told reporters here on Wednesday.
The collaboration is expected to help LG reach out to more social media users in India, as it would help them proactively engage with “positive and inspiring” content on their feeds, said an executive with LG’s Brand Management Division. In May 2024, LG had launched a global campaign called ‘Optimism your feed’ for the same purpose. The executive said that LG is a “passionate supporter of optimism”.
The firm aims to create positive changes in people’s lives by being intentional with our positive activities both online and in real world. So far, LG has uploaded over 20 short-videos on TikTok, YouTube and other platforms, in collaboration with several “global influencers” to share optimistic content. The company at present has collaborated with influencers, such as Tina Choi, Victoria Browne, and Josh Harmon among others.
“We plan on collaborating with Indian influencers, as we wish to reach many more social media users, as India is a big market,” said the company official.
Till June 30, roughly a month after the campaign’s global launch, short-videos created by LG garnered about 4 billion impressions, and 1.8 billion views, in around 11 countries. Of the total views, India accounted for about 20%.
A global survey commissioned by LG earlier had revealed that social media serves as both a source of anxiety and a platform for entertainment, staying connected with friends and family, and keeping informed about news and current events. According to the survey, nearly half of the respondents reported that their social media feeds contain an equal or greater amount of negative content compared to positive content.
The survey aimed to understand the factors influencing algorithm behaviour and ways to enhance the positivity of social media feeds. As a result, LG created the ‘Optimism your feed’ playlist, which features original content designed to attract more optimistic posts to users’ feeds when they interact with it.
(The writer was in Seoul at the invitation of LG India)