Social media is powerful platform to promote an event, campaign, a brand or even yourself.

Kumbh mela 2019 started to create its buzz on social media in September. Till now the
growth of KumbhMela on Facebook, Instagram and Twitter has been organic. By organic I
mean is that there has been no advertisement or money paid to the social media to grow
the pages. It has grown through UGC and hashtags. This is a huge achievement

Talking about Hashtags, they are one important in many aspects. On twitter, if you have
observed, there is a trending column. If Hashtags are used properly, it can make the trending
column. The team of Kumbh has been successful in making this possible through some
hashtags. One of their most popular hashtags is #paintmycity.

#paintmycity started in October and has been growing ever since only because of UGC. This
also shows the visual aspect of KumbhMela2019, which was once never thought of and for
the first time that this has been done on such a huge scale.

The data shows the growth of the hashtags over the net in the last three months and all this
was done without any paid advertisements. If I go into statistics of individual social media
applications, you will become clear on which day did the hashtag trend.

So, for a basic understanding #paintmycity trend started on Instagram and then on Twitter.
This was picked up by the general public and they started posting pics of the beautification
of the city with the hashtag #paintmycity. On Instagram, there are 1449 posts on
#paintmycity and its been growing. The best part is all the posts with #paintmycity is related
to Kumbh2019
These are the statistics on how #paintmycity has grown of Instagram

So, if you observe the line of social media reach, after reaching its highest in November, it
started decreasing. As all of this growth is organic, the algorithm used by Instagram and
Facebook is such that they force you to put money on your post by decreasing the range of
audience that the post is being reached to after a certain point of time.

Although, since November, #paintmycity has seen high fluctuations, #paintmycity has been
the most successful on Instagram, all thanks to the public for making it big.

Coming now on twitter, #paintmycity trended on the trending column on 1st December due
to the Kumbh art fest that took place. Approximately 2000 tweets were made in a short
timespan that caused it to trend.
Although it trended on 1st December, the social media reach on twitter was the highest on
5th December.

Again, the interesting part of #paintmycity is that all the post and tweets that have been
going on social media is about the Kumbh Mela and all of it is Organic.

The visual side of Kumbh has gained on Instagram because of the fact the Instagram is a
visual platform and twitter is a broadcasting platform. This is the reason why #paintmycity
trended on Instagram more than Twitter.