Video Marketing

9 digital marketing trends in India that will shape 2019

  • Divya Premkumar
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  • 25 February , 2019
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    • 6 min read

It’s no secret that the world of digital marketing is constantly in a state of flux. What works today might be completely obsolete tomorrow. If your brand is still continuing to use the same techniques in 2019 as you did in the previous year, expect to see declining results. To ensure your brands stay on top of its digital marketing game this year, here are nine of the most important trends to stay ahead of.

An explosion of vernacular content online

The online space in India is set to get even more colourful and diverse. As even larger numbers of users get access to low-cost internet and affordable mobile phones, there will be a greater demand for internet content in the languages they understand best. To cater to this growing internet audience, brands need to push vernacular to the front and centre of their digital marketing strategy. Right from their websites, to their apps, social media campaigns, performance advertising and even social media listening, Indic languages should be the focus.

Speaking to regional audiences involves more than just taking a brand’s main communication and translating it into various languages. Instead, it requires them to develop communications aimed specifically at these audiences, keeping their unique needs, challenges and desires at the core. Only by doing this can they create that all-important personal connection with consumers. 22 Languages, one of the top vernacular startups, is designed specifically to help brands reach out to a larger audience in vernacular languages.

Read our case study on How Multilingual Ads Helped Generate Higher-Quality Leads With Lower CPL to learn how vernacular techniques can produce unprecedented results for your brand.

Growth of voice search

The seeds of voice search were sowed back in 2018, but it is in 2019 that this trend will fully come into its own. Today, it isn’t just mobile that’s driving voice search, but the proliferation of smart assistants like Amazon’s Alexa and Google’s Voice Assistant. The push for voice search will also be coming from the other end of the spectrum, from users who are just starting to use the internet or who might not even know how to type. But regardless of who the audience for voice search is, one thing is certain: SEO as we know it will have to change. Traditional keyword research will become obsolete since user queries will be completely different when using voice search. Voice also means that position zero, the ‘featured snippet’ will become even more coveted. 99% of voice search results draw from the featured snippet, so content creators will have to focus even harder on optimising their content for Google to pick it up. 

Videos and interactive content

While videos have been around for decades, they have only recently started exploding on digital platforms and social media. In 2019, if your brand doesn’t have a strong repertoire of engaging, high-quality videos, you could be missing out on a sizeable audience. YouTube, the world’s second largest search engine, can become even more essential in 2019. Through techniques like YouTube SEO, brands can ensure that their content is visible to relevant audiences. For tips on how to rank your videos, read our in-depth article: YouTube SEO Tips: The Secret Sauce to Ranking Your Videos in 2019.

But the importance of videos extends beyond just YouTube. Videos on landing pages and in emails have been shown to improve performance and conversions. Facebook is also witnessing a growing popularity of videos. In one survey, around 44% of respondents admitted to watching at least 5 videos every day on the platform.

As videos gain momentum, multiple video formats are also being developed and explored. Interactive videos are emerging as a popular option due to the higher user engagement they deliver. In these videos, users are required to take some form of action which can influence the video. This could be either in terms of the content displayed or the storyline that the video takes. Apart from interactive content, live videos are also creating a stir. Currently, they are available on Instagram and Facebook, while YouTube is also starting to introduce it. Live videos are a great way for brands to showcase ‘behind-the-scenes’ footage and develop a more personal connect with their audience.

Smarter interactive chatbots

Chatbots have been slowly making an entry from 2017, however, chatbots in 2019 will be more intelligent than ever before. Most chatbots currently have a limited script, usually offering a fixed set of options that users can choose from. Once the query is narrowed down, users are often transferred to a human representative to resolve it. With the advent of AI, however, chatbots are likely to completely replace the human aspect previous involved. They are programmed to be smarter, respond to a wide number of queries in a meaningful way and resolve issues without requiring any human intervention. In fact, through AI, chatbots are likely to be able to keep up a long conversation with users without coders having to input a long script beforehand. As the technology matures, you can expect chatbots to become even more ubiquitous as brands capitalise on their low cost and higher efficiency. 

AI for better audience targeting

AI isn’t just for smarter chatbots; it is also becoming the most accurate way for brands to identify their core audience and develop core messaging for them. Through a combination of machine learning and artificial intelligence, predictive customer analytics can eliminate much of the guesswork involved with digital marketing.

One way they do this is by assigning a ‘lead score’ to leads generated. AI can analyse large volumes of leads at a time, identify common patterns, group them into various buckets based on their behaviour and help you create hyper-personalised content for them. Since personalisation is key to nurturing leads, AI can almost certainly lead to higher conversions for marketers. AI can also identify similarities in current consumers and generate custom targeting options that marketers can utilise to ensure more accurate delivery of ads. This will help improve the quality of leads generated via digital. 

UX and AMP for desktop 

Accelerated Mobile Pages (AMP) was a crucial mobile ranking factor for websites in 2018. In 2019, the importance of AMP will not be limited to mobiles alone. Google recently made AMP available for desktops versions of websites as well. With this feature, users will be able to enjoy the same speed and easy navigation that AMP offers even while browsing on their desktop.

With the introduction of this feature, it’s time for brands to re-look at their website and how user-friendly it is. By making their websites (or at least critical, content-heavy sections like blogs) AMP-friendly, brands might be able to enjoy greater visibility on search engines. Since AMP pages are also easier for users to navigate through, an improved UX can encourage them to spend more time on the website and learn more information about the brand.

Find out how AMP landing pages helped us achieve a 33% lower cost-per-lead.

Growth of Programmatic Advertising

In 2019, almost 65% of all digital media buying will be programmatic. Programmatic is without a doubt the most cost-effective, efficient way for advertisers to purchase digital ad space. Unlike previous methods which required human intervention and manual bids, programmatic algorithms can determine the best media mix and automatically purchase it. This technology enables marketers to reach a scale previously unthought of. They can target larger audiences over a wider variety of channels with absolutely no time or effort lost. Since it can optimise in real-time, markets can do a lot more with their budgets and reduce their cost-per-leads.

Decline in organic search and traffic

With every new SERP feature that Google introduced, organic traffic takes a hit. Click-through-rates have been steadily dropping and 2019 will be a continuation of this trend. Answer boxes, for instance, answers a user’s query without them having to actually click on a link. So while your page might show up on a featured snippet, you might not notice a significant rise in organic traffic to that page.

So does this mean the sun has set on the SEO empire? Fortunately, no. This just means that marketers will need to re-align their SEO strategy. For example, they will need to start focusing more on creating brand awareness and driving up brand searches. When users start searching for your company’s name, Google cannot prevent users from clicking on your website. It also means tailoring your content specifically for higher click-through rates. You need to give users enough information that Google picks it up and displays it, but not enough for their curiosity to be satisfied. If users are only getting half an answer from your snippet, they are more likely to click on your page to get the full information.

Decline in organic reach on Instagram

Previously, organic reach on Facebook had taken a hit, with pages showing close to zero reach without paid promotions. In 2019, all signs are pointing towards Instagram going down the same route. As Instagram grows in popularity and adds new users every minute, it predictably wants brands to start paying for higher reach. If your company page doesn’t have adequate promotional budgets, then it’s time to scale up this year. But while showcasing your brand on Instagram might become more expensive, it’s still completely worth it. India currently has around 71 million active users and this number is only set to grow from here. Clearly, brands cannot afford to neglect this audience, paid or otherwise.

2019 is proving to be an exciting year for brands, giving them opportunities to experiment with new ad formats and strategies. By taking advantage of these upcoming trends, brands can gain a strong lead over their competition.

This article was originally published in Campaign India.


Social Beat and TATA Mutual remind taxpayers to say #NoToKatauti

  • Rhea
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  • 18 February , 2019
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    • 3 min read

The main challenge for a mutual funds company in India is attracting a wider audience, especially among the younger demographic. Investments are often considered too complicated for a layperson to understand, with little to no short-term gains. But while the benefits of investments remain a vague concept, individuals are all too familiar with the pain of having their salaries reduced because of taxes. TATA Mutual Funds has woven these twin concerns to raise awareness of the tax-saving benefits of investing in an ELSS scheme.

To capitalise on the growing potential of video and market their product in a completely innovative way, TATA Mutual Fund collaborated with Social Beat, a leading digital marketing solutions company. Social Beat conceptualised a video campaign for them that would break through the clutter and stand out in the competitive mutual funds space in India. Comprising of four short videos based around a common theme, the video campaign highlighted the importance of investing in an ELSS tax-saving scheme.

The idea behind the campaign

Cometh March and the heebie-jeebies flare up like rashes. One dreads to look at the pay-slip as the fear of ‘katauti’ gets amplified. Tata Mutual Fund’s latest campaign on ELSS captures this feeling of being short-changed. A series of 4 ads have protagonists across demographics including a working woman, a management trainee, a sportsman and an executive relaxing in his home.

TATA Mutual Funds looked to Social Beat to highlight this common grouse by presenting their ELSS scheme in a completely different way. Speaking about the objective behind their campaign, Mr Suneil Chawla, Co-Founder of Social Beat, said, “We wanted to make the ELSS scheme more relatable for audiences. The one factor that our entire audience has in common is that no one likes their income being reduced because of tax. We distilled this idea into the central concept for our campaign: ‘How people feel when they don’t get what they deserve’. This idea gave us plenty of room to play around with and communicate the benefits of an ELSS scheme in a creative way.”

Conceptualising and creating the campaign

Building on this concept, the team at Social Beat created four videos based around common storylines that most people can relate to. They used everyday scenarios that everyone, no matter what their age or gender, can identify with, for instance, shopping for groceries and ordering a pizza. The frustration that the characters feel when they get one less slice of pizza than what they expected or when the vendor gives them fewer vegetables than what they asked for, is similar to what many of us go through when our salaries are reduced because of tax. This idea was distilled into the catchy hashtag #NoToKatauti.”

The final launch

The videos are currently being promoted on YouTube and Facebook. With an incredible 225 million and 240 million Indians respectively on these platforms, they are certain to attract a large viewership. “Content is the crucial differentiator when there is product parity. Technology helps make an incisive reach to the correct set of audiences. We chose to take up video on digital because of its growth as a primary form of content consumption. Initial reactions to our films have been that of “Hey! This is exactly how I feel when my March payslip has a ‘skimmed’ salary for the month!” The Distributor Community too have lapped up the commercial and shared positive feedback. With over a million impressions and counting, this is easily amongst our most successful online campaigns,” says M.V.S.Murthy, Head – Marketing, Digital & Corporate Communications, Tata Mutual Fund

For a BFSI company looking to create brand awareness and improving customer retention, videos have clearly become one of the most effective strategies to employ.

This article originally appeared in Campaign India.


All you need to know about non skippable in-stream ads

  • Pooja Manoj
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  • 14 February , 2019
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    • 3 min read

As a landmark development, YouTube has now expanded its non-skippable ad format to more creators, brands and advertisers who are looking to monetise their content. One of the many advantages of non-skippable ads is that your brand can reach its target audience with a complete message.  Also, since there is no option to skip the video, your customers have no choice, but to watch the entire ad campaign. With a duration of 15 seconds, non-skippable in-stream ads are very short in nature and pop up before, in between or after a video.

Where do non-skippable in-stream ads appear?

Ideally, non-skippable ads appear on YouTube, partner sites and apps associated with the Google Display Network. The charges for the ads are estimated based on CPM (cost per thousand impressions) bidding. In this case, you need to pay each time when your ad is shown 1000 times.

Steps to implement your non-skippable in-stream ads

Choose your campaign type and marketing objective

When it comes to the goal of your marketing campaign, your ad campaign dashboard gives you a plethora of options such as sales, leads, product & brand consideration, app promotion, website traffic and brand awareness & reach. For non-skippable in-stream ads choose your primary marketing objective as “brand awareness & reach”.  The next step is to opt for your campaign type as “video”.

Set your campaign subtype as non-skippable reach

Ideally, YouTube offers 5 different forms of campaign subtypes such as standard awareness, skippable in-stream, non-skippable in-stream, outstream ads for mobile and ad sequence.  So, when your marketing objective is brand awareness & reach, you need to set your campaign subtype to non-skippable in-stream ads.

Create your ad campaign

The first step in executing your ad campaign is to give the title of your campaign. Make sure your campaign name is within the limit of 120 characters. The next important task is to enter your budget value. This can be either total or daily accepted value. Once you set your budget, you can customise your campaign flight dates and other settings such as language and location. It will be great if you opt for video partners on the Digital Network to ensure maximum reach.

Set your bidding strategy

For non-skippable in-stream ads, the bidding strategy should be set to Target CPM (cost per thousand impressions). Ideally, through Target CPM, you are signing up for the average amount for every thousand times when your ad is shown.

Create your video ad

Choose an appropriate YouTube video which will be used for the ad campaign. Please note that your video ad cannot be longer than 15 seconds. If you wish to run a 20 second video ad, you have to contact the Google team for a whitelist request.

Execute your ad campaign

This is the stage in which you are all set to display your non-skippable in-stream ad to your target audience. You can measure the performance of your ad campaign by checking the completion rate in intervals of 25%, 50%, 75% and 100%. However, statistics such as average cost per view, number of views and view rate will not be displayed in the case of non-skippable in-stream ads, since they are measured based on impressions alone.

With so many innovations and advanced features, this is the right time for brands and advertisers to venture into YouTube advertising. The biggest advantage is that new features like non-skippable in-stream ads play a huge role in executing cost-effective ad campaigns to reach the next billion internet users in India. Apart from this, they also give you the opportunity to monitor real time insights about the views of your ad campaign.

For more tips on how to rank your videos, read our in-depth article: YouTube SEO Tips: The Secret Sauce to Ranking Your Videos in 2019.


7 tips to create compelling videos that convert

  • Ayesha Rafeeq
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  • 8 January , 2019
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    • 6 min read

Looking for ways to create thumb-stopping content for your brand? Then videos are definitely your best bet! Video content was one of the biggest digital marketing trends of 2018 and is here to stay. Thanks to the cheaper data plans available in the market today, videos can easily be streamed online, without any hassle, on screens of all sizes. Furthermore, smartphones have evolved with high-precision cameras, editing suites and a plethora of video-based apps, making videos easily shareable on all platforms. Moreover, with so much content being shared in the digital landscape, brands are looking for newer ways to stand out of the crowd. These reasons have paved the way for videos to be the lever in boosting conversions for a brand.

Now that you are convinced that video marketing is the way to go, let’s take a look at a few fool-proof video editing tips to make compelling videos that increase conversion rates for your business.

Be precise and direct

Plan your video in such a way that it is crisp, short and communicates your message quickly and effectively. The first 3 to 4 seconds of your video are most crucial. Make sure your brand name and objective of the campaign is communicated within this time. According to a recent Facebook survey, you can expect a 20% increase in the number of people finishing the video by practising this technique. Additionally, it is important to incorporate text on videos since most videos are watched in mute, especially on mobile. You can use text in the form of subtitles or any other medium to keep viewers engaged and communicate your brand story even with no sound.

You can also experiment with short versions of your video instead of treating it as one big aspect. One of the best video editing tips is to cut it down with multiple storylines. You can also add effects and use the multitude of formats offered by Facebook and Instagram to make it interesting. By doing this, you can create multiple videos that target different audiences, widening your chances of going viral. Here is a sample video that we did for a real estate builder:

Tap trending topics

Emotional content works wonders on viewers, especially when portrayed in the form of a touching video. Increase the visibility of your brand by tapping trending topics that may not directly speak about your products and services but creates a stir because of the emotional quotient. This is one of the most effective video making tips that will help in creating soul-stirring original content which is always a hit in the digital space.

When Sundaram Mutual – one of the top clients in the finance sector – approached us for a video campaign, we decided to go outside-the-box and create a vox pop video. The video was launched on Father’s Day and spoke about the various financial lessons you’ve learnt from your father.

Go across platforms

When it comes to video making tips, it is best to tap audiences across all social media platforms to get the most out of your campaign. With most platforms giving priority to content that drives more engagement, videos have the potential to be your trump card to get ahead of your competitors. Leading social media platforms like Facebook, YouTube and Instagram also give users the chance to share your videos, increasing the chances of them going viral. However, it is important to make sure the videos are targeted at the right set of audiences who relate to the product or service being showcased.

With 225 Indian users active on YouTube every month, a lot of brands are making the shift from traditional forms of advertising to YouTube ads. You can choose from a wide range of types of YouTube ads based on various factors like reach, budget and length of the ad, to name a few. Featured below is a YouTube bumper ad of one of our real estate clients – Asta Properties – who leveraged the reach of YouTube ads to introduce a newly launched project.

The ad played in Tamil and English, witnessing an outstanding reach of around 18,000 users with more than 4,000 clicks. The ad was targeted to users who were interested in a real estate investment of Rs. 1.5 crores, within the age group of 35 to 54 years.

Speaking about going across platforms, one of the most important video editing tips is to check the aspect ratio of your video for full-sized viewing on hand-held devices. As per a recent study, 97% of consumers access Facebook through mobile and Instagram has witnessed a 150% increase in video consumption in 2018. A traditional 16:9 video occupies very less space on mobile screens. Instead, change the aspect ratio of your video to 1:1. This will occupy the entire mobile screen and reduce distractions from other posts. Here's a video on how to optimise your video for Instagram and Facebook for more insights:

Optimise your videos for discovery

Just like any other form of content, videos too need to be optimised to be discovered on search. As per a recent study, 74% of active social media users follow brands on YouTube, stressing on the fact that search engine optimisation for YouTube is now as important as ever. Additionally, with voice search emerging as a top trend in digital marketing, ensure your video is optimised with long-tail keywords that answer the public. Create a comprehensive on page and off page SEO strategy with the right meta-descriptions, a custom thumbnail, a click-worthy title and alt text to ensure your video ranks on the first page of search engines. It is also important to add an appropriate call-to-action and social share buttons to push potential consumers further down the marketing funnel. These are the most crucial video making tips that can either make or break a campaign.

For more tips on how to rank your videos, read our in-depth article: YouTube SEO Tips: The Secret Sauce to Ranking Your Videos in 2019.

Do not forget your landing page

Landing pages are known to be the weapons of mass conversions and what better way to engage with your potential consumers than an attention-grabbing video? Videos provide a lot more information about your brand with much lesser effort and half as much time. This creates a win-win situation for users being able to get a better understanding of your services and your landing page generating a good amount of high-quality leads for your brand.

We leveraged the reach and high engagement of videos in a landing page for Shriram Properties – one of our top real estate clients. The video provided users with a walkthrough of one of their new projects, giving them a closer look at the property even before the site visit. This, in turn, generated a higher rate of conversions.

Apart from attracting users with engaging content, brands can also generate a list of potential leads who have viewed the video through event tracking on Google Analytics. These leads can then be retargeted and further nurtured until they ultimately convert to your brand.

Try influencer marketing

Influencer marketing is one of the most effective digital marketing techniques that give your brand the visibility it deserves with a word-of-mouth approach. Pick an influencer that resonates with your brand and come up with influencer marketing campaigns across the platforms that are relevant to your audience. Influencers come up with trendy and engaging videos that extend your brand’s reach to their loyal follower database. This, in turn, can open up new opportunities for your brand and boost sales.

We partnered with BioMiracle India to create awareness about their new collagen sheet masks with the help of top beauty and lifestyle influencer Sushmita Agarwal. The video featured on her Instagram handle threw light on how the sheet masks need to be used with peppy background music, driving high engagement and brand awareness. It received almost 8,000 views with profound reach.

Go vernacular

With the introduction of cheaper data plans by Reliance Jio and the drop in the prices of smartphones, Internet usage has seeped into the tier 2 and tier 3 regions of India, releasing a whole new wave of consumers waiting to be targeted. Videos are now more relevant than ever, with brands going the extra mile to engage with India’s next billion users. In order to reach India – all of it – it is important to incorporate videos in vernacular languages for increased brand awareness. This is one of futuristic video making tips that will ensure conversions!

We leveraged the power of videos in regional languages for Cholamandalam Finance by creating an animated video on the life-changing financial lessons one can learn from an ant. The video was targeted at small business owners and people in tier 2 and tier 3 regions. The video received around 96,000 views with 3,116 shares. The same video was created in Hindi which received a whopping 2.3 million views and 80,528 shares, proving that the growth of regional content online is here to stay!

 

Whether you are a real estate company, leading FMCG brand, a top financial organisation or a leading insurance firm, make sure you incorporate these video editing tips and ideas in your next video campaign to increase your conversion rates and boost your sales.


Vernacular videos for brand awareness – A case study

  • Pooja Manoj
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  • 2 January , 2019
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    • 2 min read

Ashok Leyland is a pioneer in the commercial vehicle space and is the 12th largest manufacturer of trucks and 4th largest manufacturer of buses in the world. Below is a case study of a video campaign we executed for them.

Objective

Being one of the leading manufacturers of trucks in the nation, Ashok Leyland wanted to honour and express their gratitude towards truck drivers for their love, support and unrelenting efforts. The brand was looking for an engaging video with an emotional connection to celebrate the true unsung heroes this Diwali. The objective was to bring out the fact that it is because of the tireless efforts of these truck drivers that the entire world can celebrate Diwali with great pomp and gaiety.

Our approach

Since a majority of the target group for Ashok Leyland are small business owners from the tier 2 and tier 3 cities of the nation, we took up a multilingual approach for better reach. Affordable data plans and drop in the prices of smartphones has led to an increase in consumption of vernacular content.  In this regard, adopting a multilingual marketing strategy is crucial as it has enormous power to influence the next billion internet users in India.  Since most of the truck drivers communicate in regional languages, we recommended a Hindi vox-pop video as the best medium due to its engaging and interactive nature. Hence, the video “Diwali Ke Asli hero Kaun Hai?” was born. As part of this vox-pop digital marketing campaign, people were questioned about various aspects of their Diwali celebrations. They were also asked to guess the people who worked continuously without taking a day off even for Diwali. The most common responses of the people were soldiers, doctors, milk vendors and security guards. Few respondents spoke about the role of truck drivers in transporting raw materials from various production hubs. Due to its conversational nature, the video was extremely powerful in recognising the valuable contributions of the truck drivers towards nation building.

The Reach

“Diwali Ke Asli hero Kaun hai?” was promoted on all the major social networking channels of Ashok Leyland with the hashtag #YehDiwaliBadiNirali. This was also one of the most trending vernacular vox-pop videos of 2018.  The video garnered over 2.5 lakh views across platforms with 3.1K comments and 400+ shares. Another highlighting feature of this video is that it was extremely successful in tapping the emotional chord of the audience. The viewers were enlightened on how happiness reaches them with the help of these truck drivers. The campaign has greatly uplifted Ashok Leyland into a socially responsible brand by throwing a positive light on the company and portraying it as a goodwill ambassador of its stakeholders.

These numbers are proof that multilingual marketing is the way to go. The reach of vernacular content and interactive nature of videos go hand-in-hand in widening your audience and telling your brand story. For more tips on how to rank your videos, read our in-depth article: YouTube SEO Tips: The Secret Sauce to Ranking Your Videos in 2019.


TrueView for action Form ads for higher conversions

  • Ayesha Rafeeq
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  • 10 November , 2018
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    • 2 min read

Last month, Google introduced a contact form extension for search ads and following its success, they are now replicating it for YouTube TrueView for action. This pre-filled form extension will allow advertisers to generate leads from a channel that has always been known for its top-of-the-funnel marketing approach. Excited to know more? Read on.

How does it work?

By leveraging TrueView for action Form ads, your brand can drive leads through an in-line form submission by the consumer. Your video will have a CTA which will lead viewers to a pre-filled form where they can submit their details (name, email and phone number) in order to learn more about your brand. This way, users can submit information directly to the advertisers in an easy and hassle-free manner, creating a win-win situation for both the marketers and consumers.

Things to consider while implementing YouTube form ads

There are a few pointers to keep in mind while implementing TrueView for action Form ads to get the most out of your marketing efforts. Few of them are discussed below:

  • TrueView for action Form ads are compatible with all forms of YouTube targeting including custom intent audiences, remarketing and customer match audiences. So, it is a good idea to experiment with all forms of targeting in order to generate high-quality leads for your brand.
  • Pay attention to your ad copies. Make sure that the headline of your form and the respective CTA is descriptive enough and in line with the objective of your campaign.

Featured below is an example of a TrueView for action Form ad implemented for a car insurance company. As you can see, when the user clicks on the CTA button “Send me more info”, they are presented with a form that appears as a drop down. The form is pre-filled making it easier for the user to submit their details and get one step closer to converting to the brand.

With TrueView for action Form ads, digital marketers can easily engage with India’s next billion Internet users by tapping the Google and YouTube audiences who are engaging with their YouTube ads. Whether you are a leading real estate developer, an FMCG giant or a top financial organisation, it is time you add TrueView for action Form ads to your digital marketing strategy. For more tips on how to rank your videos, read our in-depth article: YouTube SEO Tips: The Secret Sauce to Ranking Your Videos in 2019.

 


Custom intent audiences for YouTube targeting

  • Ayesha Rafeeq
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  • 15 October , 2018
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    • 3 min read

A lot of brands are making the shift from traditional advertising to YouTube ads and there is no surprise why. Marketers have always opted for YouTube ads for top-of-the-funnel objectives like brand awareness and recognition. But, with YouTube introducing custom intent audiences for better targeting, you can now reach potential consumers who are on the verge of making a decision. Let’s find out how.

How can you benefit from custom intent audiences?

Unlike in-market audiences, custom intent audiences help marketers tailor-make their target group as per the video they are promoting or the services they are providing. Since the targeting is much more concise, they provide a higher return on investment. In fact, according to Google, this approach was built keeping performance advertising in mind, proving to be all the more effective in your marketing strategy. Additionally, you can create your target group with the help of high purchase intent keywords to drive more relevant traffic to your video.

For example, let’s consider your brand is one of the leading providers of shock-proof wires and cables. You are planning to promote your recent ad that introduces a new line of waterproof and shockproof cables to the market. Through traditional in-market audience targeting options, you can reach a generic set of audiences that cover industries, factories and other B2B organisations who are closest to your target group. But with custom intent audiences, you have the option of targeting on a deeper level with high intent keywords. You can reach the users who are specifically looking for your brand and your competitor’s, along with specific keywords of the type of product offered in the video.

How to create a custom intent audience?

Creating a custom intent audience is your best bet when it is hard to find an in-market audience that is relevant to your video content. Go to the audience targeting window and scroll down. You will find a “New custom intent audience” option right below the in-market audience targeting options. Once you click on it, you can tailor-make your audience on the basis of high-performing keywords that align with the services offered in the video.

Apart from providing a deeper level of targeting, custom intent audiences also help brands target users who have keyed in similar queries on Google search. Additionally, once you select a few purchase intent keywords, you can also choose from other recommended keywords that are suggested based on your targeting.

Tips to get the most out of your custom intent audience

  • For more accurate targeting, make sure you include at least 50 high intent keywords in your audience.
  • Also, since the keywords are most likely to provide a broad match, the overall reach of your content will be wider than expected.
  • Make sure you add user intent as one of the targeting options to generate higher views and better engagement metrics. You can also target the users who have visited related URLs or those for a deeper reach.
  • Another effective way to enhance your targeting is by filtering your viewers based on life events and other content consumption patterns.
  • It is a good idea to keep the content of your video in mind while selecting high intent keywords. The closer the keyword is to the message delivered in the video, the better the accuracy of the targeting.

In a nutshell, it is safe to say that a custom intent audience will give you a much more control on targeting while running ads on YouTube. Whether you are a real estate giant, a leading FMCG brand, or a top financial organisation, it is time you leverage the power of custom intent audiences to expand your reach.

For more tips on how to rank your videos, read our in-depth article: YouTube SEO Tips: The Secret Sauce to Ranking Your Videos in 2019.


Should brands switch to YouTube ads from traditional advertising?

  • Ayesha Rafeeq
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  • 17 July , 2018
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    • 7 min read

From downloading low-quality music videos on Napster to watching the latest shows in HD on Hotstar, the data consumption pattern of online users has come a long way since the advent of the Internet. Today, the personal-is-the-new-premium approach presented by YouTube has pushed brands to allocate their marketing budgets to the second most-used search engine in the world and rethink the immeasurable mass reach offered by traditional TV ads.  The truth remains that, the screen doesn’t matter as long as consumers have the power to choose what they want to watch. With 100 million Indian users every day and 225 million average Indian users every month, YouTube is the new game-changing element in every marketer's agenda.

Breaking the habit

Do you reach out to your mobile phone when your favourite TV show breaks for a commercial? You are not alone! According to a recent survey, 87% of TV viewers have another screen in front of them while watching TV. It is also estimated that by 2025, nearly half of the current TV viewers will unsubscribe to paid television services. This only proves that the days of watching irrelevant commercials on the idiot box are over as consumers have shifted to video platforms like YouTube where they have the power to exhibit a fluid behaviour.

YouTube is where primetime entertainment lies! This platform has the most-engaged database of a whopping 1.3 billion users who are watching 5 billion videos every single day. It is time brands adapted their media plans to where their consumers are engaged the most, making Youtube ads a clear winner to where your marketing dollars need to go.

Brands showcase TV ads based on the Gross Rating Point (GRP). This measure determines the frequency at which you want your ads to be played and the reach of the ad depending on the time when it is played. But the biggest question of the hour is that who are the people you are playing your ads to? Did the ad influence their consumer patterns? By marketing your brand through YouTube Ads, you have better control over the advertising process.

YouTube ads – a game-changer in every marketing strategy

Let’s take a look at the reasons why brands should leverage the power of YouTube ads and adapt to the fast-changing viewing habits of consumers.

Track results

By optimizing AdWords for video ads, you can easily track the results of your YouTube ads. With simple steps in place before launching your video ad campaign, you can make the most of your marketing budget and generate higher ROI. You can track the number of views your YouTube ads have generated and the amount of engagement caused in the form of likes and shares, to begin with. You can also measure the performance of your YouTube ads with the View-Through-Rate (VTR). This metric reflects the rate at which consumers have viewed your ad and will be high if your ad is doing well. You can also track the number of leads your ad has generated depending on the goals you have set based on your brand.

Reach the right audience

Unlike TV ads, you can hand-pick the audience you wish to target with your YouTube ads. There are a plethora of factors you can use to screen your target group. Few of them are discussed below.

Demographics: You can filter your audience based on their location, age, gender, income, relationship status and much more.

Interests: Targeting people who are interested in what you offer is a great way to advertise your brand. Reach out to a niche audience who already has your attention to improve the quality of your leads.

Keywords: Make your ads play only to the viewers who have typed in the keywords related to a popular video on YouTube.

Behaviour: The targeting provided by YouTube ads is so extensive that you can also play your ads to the viewers who have visited your website, as a re-targeting technique.

For more tips on how to rank your videos to reach the right audience, read our in-depth article: YouTube SEO Tips: The Secret Sauce to Ranking Your Videos in 2019.

Types of YouTube ads

There are a number of options to choose from when it comes to YouTube advertising, catering to different target segments. From 6 second ads to longer versions, which are skippable, YouTube has it all making it a more powerful tool than traditional forms of advertising.

YouTube ads are divided into three broad categories.

TrueView ads

TrueView ads are the most common type of YouTube ads that play before a particular video. Marketers can choose from skippable TrueView ads that can be anywhere between 12 seconds to 6 minutes and non-skippable ads that cannot cross more than 20 seconds.

TrueView ads are charged only when viewers watched them for more than 30 seconds, until the end of the ad if the video is shorter, or if they click on a call-to-action. These ads are further classified into the following:

In-Display Ads: In-Display ads show up on your YouTube home screen and also in search results, just like the ads that appear in a Google search. They also appear in the related videos section while watching a particular YouTube video.

In-Stream Ads: In-stream ads appear before the video of your choice begins to play. They have the option to be skipped after 5 seconds and can also display overlaying text as a call-to-action based on the brand being advertised on YouTube.

Masthead Ads

Masthead ads provide high reach and awareness as they are displayed as the main banner on the YouTube homepage. This type of YouTube ads is charged on a day-to-day basis and come with a variety of key benefits. They are primarily used to create a buzz about your brand by reaching out to consumers in a wide range of demographics.

A masthead ad is much more cost-effective than a TV ad as it helps brands reach an approximate of 350 to 400 billion consumers at Rs. 70 lakhs – which is still lesser than how much brands pay for a primetime slot on the TV. Additionally, the frequency with which the ads will be displayed to the viewers is much higher, and the brands can also use the database to re-target the people who have viewed their ad.

Bumper Ads

Bumper ads are the shortest form of ads available at slots of just 6 seconds. They play before the YouTube video chosen by the viewer and are an excellent way to complement a larger video ad campaign. Since these ads are shorter, advertisers need to focus only on the primary aspect of the brand they want their audience to recall.

Case Study: How a real estate company leveraged the reach of YouTube ads

Asta Properties – one of the leading real estate developers in Chennai – used a media mix of print ads and YouTube ads to advertise the launch of their premium new property, Asta AVM. Instead of opting for the traditional approach of TV and print, they marketed their new development through YouTube ads and the results were outstanding.

We helped them run ads in both Tamil and English to tap into the potential of regional content online and engage with India’s next billion Internet users.  We were able to reach 17,52,661 users through YouTube with 3954 clicks on the whole. We targeted an audience within the age group of 35 to 54 years of age who are looking to buy properties and can afford an investment of Rs. 1.5 crores and above.

The biggest benefit with YouTube ads is the cost-effective approach they provide. A TV ad for the same campaign would cost a whopping Rs. 2000 per second on leading Tamil channels like Star Vijay with no means to track the performance of the ad or target the people who have seen your ad. A bumper ad, on the other hand, costs just around Rs. 1.20 for 1000 impressions, based on the sector of the brand.

Case Study: How a retail brand increased the number of store visits through YouTube ads

We used the detailed targeting methods of YouTube ads to reach out to potential customers for Specsmakers – a leading eyewear company in the southern states of India. We implemented the onion peel strategy to understand the buying pattern of potential consumers and leveraged those results in their marketing campaigns for enhanced lead generation. This survey-oriented strategy included reaching out to the target audience and asking them a set of questions that threw light on their online consumer behaviour. The audience was then categorised into primary and secondary circles and targeted better through YouTube ads.

The ads helped us increase the number of footfalls to their stores by a whopping 400 customers during the campaign period which was less than 20 days. The ad showcased an irresistible offer provided by the brand and was in the form of a bumper ad, creating the exact amount of excitement and hype.

The same ad on TV will cost around Rs. 6000 on prime channels like Colors during the peak hours of viewership, which is a strikingly high budget compared to the average Rs. 1.50 for 1000 impressions offered by YouTube ads. Furthermore, you can leverage a wide range of performance metrics to track the performance of your ad.

YouTube is the most underrated advertising platform, primarily because TV is the go-to medium when it comes to video marketing. However, times are changing now. The annual viewership of YouTube is growing by 40 to 50% every year, so if the traditional medium of television is still on your marketing agenda, it is time to revisit your strategy.

Whether you are from the finance industry, FMCG market or the real estate sector, switch to YouTube ads to bring out the true potential of your brand and attract potential consumers like a moth to a flame.

 


Google India Search Report 2017: Online Consumer Behaviour

  • Mrinali Fernandez
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  • 17 June , 2018
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    • 8 min read

While bidding farewell to 2017, Google India came out with a comprehensive report titled, ‘Year in Search’ which throws light into the way Indian consumes content. Google’s annual report offers a unique perspective on India’s most significant trends, major events and local and topical interests that reflect the ever-changing psyche of India’s online millions.

As of 2017, India’s internet users were estimated a little north of 400 million. Today, that number is closer to 450 million. While that number constitutes less than 30% of our total population, it is the second largest online market after China – and it is only growing. By 2020, the Year in Search India report estimates more than 650 million Indians will be online. That’s double the population of the United States.

Every day, more and more Indians are discovering the internet and integrating it into their daily lives – to look for information, entertainment, answers and everything in between.

The report spans 11 verticals and delves into consumer behaviour to reveal what goes on in the minds of India’s next billion internet users and the implications this has for brands and marketers. Here are the top five emerging trends identified in the report.

Non-metros emerged as superstars

Non-metros in India are quickly catching up with the major cities regarding internet usage. Voice, vernacular and video are three key pillars that are showing strong and steady growth. Search queries are growing at a faster rate in non-metros than metros. In fact, 2 in 3 queries are from non-metro cities. And given the growth of regional content online, Hindi is of course still the dominant language; other regional languages like Bengali, Telugu, Marathi, Gujarati, Tamil, Kannada, Malayalam, and Punjabi are swiftly gaining prominence online.

This only goes to show that brands would have to focus on Tier II and III cities and digital marketing strategies would have to focus on languages apart from English. This is the only way to reach the right target audience.

Digital drives revenues

2017 saw digital undergo a major paradigm shift – from a support-marketing channel to a full-fledged business platform of its own. According to the digital marketing industry report that we recently released, 68% of brands leverage digital marketing to promote their products and services.

Sectors like auto, banking, finance and insurance (BFSI) showed a direct correlation between online research and offline purchase. A leading OEM’s sales were driven 20% by digital. Similarly, sectors like FMCG and banking saw entire transactions being carried out online. Consumers relied on Search to educate themselves and discover products before finally converting online. For instance, consumers not only searched for hair care tips online but also looked for products that would help them solve their hair problems. As per the report, the Internet will influence $45 billion of FMCG sales in India. This is further proof of how digital will revolutionise the FMCG sector.

Digital transactions and e-commerce

Growth spurts in e-commerce, travel, finance and digital media have driven online consumer expenditure, which is expected to grow 2.5 times to $100 billion by 2020. Furthermore, the report projects that India’s online spender base will expand 2-3x its current volume to reach an astounding 180-200 million by 2020. There was a 70% growth in Telco-owned owned mobile wallets like Airtel Money, Vodafone mPesa, etc. All these figures point to a robust e-commerce ecosystem.

The omnichannel experience

The online and offline are merging to create a holistic story. The lines between digital and physical consumer behaviours continue to blur. Take for example – a 50% increase in search volume for “stores near me” indicating that online searches for stores are an now an integral part of a consumer’s shopping experience. Similarly, the auto industry saw an astounding 79% of car buyers making purchases after watching a video online. These examples reinforce the fact that what happens online directly affects what happens next offline.

Machine learning and artificial intelligence

Newer technologies like AI and machine learning are upping the ante, leveraged as marketing and business solutions. Across categories, Google’s Year in Search shows several examples of a market primed to take on the benefits of AI and machine learning. India’s auto industry saw intending car buyers take favourably to 360-degree video and virtual reality, which could potentially replace test drives. Insurance players turned to AI-chatbots to efficiently answer user queries at scale. Concurrently, content consumption patterns on video viewing platforms continue to be influenced by machine learning.

Sector-specific trends

Auto

As per the Google trends in India report, online searches related to the auto sector are on the rise. This is more so in non-metros where digital sales drove 20% of original equipment manufacturer (OEM) sales.

Two wheeler insurance saw a 100% increase in queries, while searches related to parts and accessories and servicing saw a 43% and 70% rise each.

The report also states that car buyers are now looking for a more omnichannel experience. This is evidenced by a 50% reduction in offline touch points during the buying process. Car buyers are relying more on the internet for videos regarding their vehicles and virtual test drives prior to finalising. In fact, 71% of consumers believe VR test drives and 360 videos could replace the conventional method of test-driving a vehicle. Videos are the simplest way of building your brand and utilising the video medium was one of the key digital marketing trends of 2017.

Banking, finance and insurance

Business and personal home loan queries saw a massive surge, as did searches related to banking solutions and information about mutual funds. BFSI brands have also seen a significant impact on driving consideration and overall digital acquisition as a result of using a “search bar” as a call to action. Businesses also began utilising machine learning for speech to text translations and sentiment predictions in their call centre transcripts, all of which have resulted in a seamless experience and improved efficiency for customers and businesses alike. All in all, leveraging digital marketing for the financial industry has proved beneficial.

E-Commerce

2017 was a good year for the e-commerce sector. There was a 41% growth in shopping queries, most of these coming from non-metros. The most significant growth markets are Patna, Lucknow. By 2020, digital spending and women shoppers are expected to grow by 2.5x.

The largest e-commerce category is fashion with a 53% growth in fashion e-commerce queries. Other fast-growing sectors include baby care, growing at 36% and groceries showing an average growth rate of 65-70% between 2017 and 2020. The report evidences that online shopping is increasing beyond India’s metros; searches in Hindi and other regional languages have gone up by 61% with Hindi commanding the highest share.

Education

Education is rapidly coming up online; it comes as no surprise that learning and education related searches grew by 2x, while education content on YouTube grew to 4x. Non-metros showed more than 100% growth, with maximum interest in courses that taught new technology, i.e. machine learning, cloud computing, artificial intelligence.

Fast Moving Consumer Goods

Digital is spearheading business for the FMCG category, particularly the beauty industry. 2017 saw a 60% increase in beauty related searches and searches related to parenting and baby care buying decisions.

Much of this is also influenced by YouTube as there is a 4x growth in watch time for baby care videos. According to YouTube Brandcast 2018, more than 50% of women professionals watch YouTube videos for more information before purchasing in categories like beauty, real estate and automobiles.


Trying this for one of your FMCG clients, On1y, we created an unusual video to advertise their brand and to keep their viewers engaged. The overall reach for the video was over 10,000,000, the total views on YouTube were over 480,000.

Local and classifieds

Online gaming is showing a staggering growth rate; online gamers are expected to reach 310 million by 2021. There was a 2x growth in online gaming queries, with 55% of them coming from outside of the top metros. There was a 70% growth in online food ordering and home deliveries, with 4 lakh orders daily on average. Foodtech startups like Swiggy Zomato have completely transformed the way urban India eats, and currently, rule India’s food tech landscape. Google search is also playing matchmaker and headhunter with a 40% increase in job searches and a 38% growth seen in dating app searches and matrimonial websites.

Real estate

Real estate, too, saw a 43% jump in search queries and a 49% growth in searches related to affordable housing.

Showcasing properties on digital platforms is one of the most effective ways for developers to sell their properties. With a multitude of techniques including advertising on various platforms, multilingual content and a strong search engine marketing, real estate developers can generate even a 190 crore in revenue using the digital media.

Media and Entertainment

Regional content ruled all aspects of entertainment with a 100% growth in vernacular entertainment watch time on YouTube. There were high conversions and growth in watch time when viewers were exposed to a TV ad for a show online.

We have witnessed first-hand the power of regional content on YouTube. For the ‘Good Netizen Good Citizen’ Campaign by The Murugappa Group, we at Social Beat conceptualised for a video that would resonate with their audience base. Since The Murugappa Group is based out of Tamil Nadu, Tamil language content would be more natural for their audiences to understand and relate to.

These videos performed incredibly well on YouTube - one of them even received over 570,000 views. Users actively engaged with the video, commenting and sharing it on various social media platforms.

Retail

Providing shoppers with an omnichannel shopping experience is proving valuable for businesses. Shoppers Stop worked with Google to connect their offline sales with their digital marketing spends. This got them a 2.5x Return on Ad Spends (ROAS).

Our client Gehna, too, follows an omnichannel approach with a physical boutique and presence online, selling on Facebook, Amazon and on their website.

Tech

Indians in non-metros embraced India’s fast-growing internet penetration and used it to research before buying new gadgets, which resulted in a 45% growth in queries for consumer electronics. New and niche technologies also witnessed a boost in search queries to the tune of 3x more interest in smart home devices and 2x growth in both in smart homes, appliances and lighting, and smartwatches and fitness bands.

Business-related tech took off in a big way as well, with an increased interest in accounting software, website builders and HR and finance/payroll categories.

Telecom

With the advent of 4G in India, most of our internet traffic this year came from outside India’s top eight cities. Consumption patterns fluctuated with searches for mobile data jumped to 70% for 4G and dropped to 30% for 2G and 3G.

With the top 4 telcos offering competitive prices, consumers took full advantage – searches for offers shot up by 141%. There was a substantial increase in payment bank searches – nearly 174% as consumers are now looking beyond cash and card payments.

Travel

India loves to travel, and by 2020, the Indian travel market is poised to hit $48 billion, with Tier 2 cities leading this growth. Voice and fast loading mobile experiences and brand awareness are emerging key factors in travel-related searches.

Speaking about online consumer behaviour, there are a plethora of jobs and career options you can take up with the reach and convenience of the Internet. Follow our YouTube channel Arrear Irundalum Career for tips and tricks on making it big in life by following your passion, like the ones suggested in the video below:

This report only proves that digital marketing is the most important medium to market your brand. Whether you are a real estate giant or an FMCG brand, if you have an ambitious project in mind, reach out to us.

For more information, insights and opportunities in your vertical, download the report here.


What can brands do to engage with India’s next billion Internet users

  • Rhea
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  • 11 June , 2018
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    • 5 min read

India is at a crucial moment in its digital story where it is slowly emerging as the most important internet audience in the world. While the global number of internet user growth has more or less peaked at around 10 percent annually, India’s internet users grew by an incredible 28 percent up until 2016. Currently, there are about 450,000,000 internet users in India and going by current trends, 635.8 million Indians will be online by 2021. These developments offer both a unique opportunity and a challenge for brands. In order to make full use of the growing digital audience, brands need to find the best strategy to engage with the next billion internet users in India.

What are Indians Doing Online?

Indians are a sizeable presence across almost every major digital platform. Facebook is, by far, the most popular social media platform, with 240 million Indians users and most accessing it through their phones. These numbers prove that Facebook is a goldmine for brands looking to engage with their audience in the most impactful way. By effectively utilising the top tools for social media analytics, brands can understand their consumers better and create more targeted campaigns.

There are currently 225 million Indians on YouTube, making it the second most used digital platform in India. This is significant, because YouTube ads can be a very effective way to attract and engage new consumers. There are also 50 million Instagram users in India, while there are 45 million Indians on LinkedIn. WhatsApp has quickly surpassed the previously used SMS as India’s favourite text messaging service. 240 million Indians use WhatsApp daily to send around 50 billion messages globally. This points towards the use of WhatsApp for business becoming increasingly important for brands.

What Has Sparked This Growth?

While internet usage in India has been steadily growing over the years, there was a definite tipping point where the number of internet users in India exploded. There are two main catalysts for this development: the availability of low cost smartphones and most significant of all, the launch of Reliance Jio. Jio started its services in September 2016 with a bang, offering its users free data. Even once the offer ended, the data plans for Jio remained much lower in comparison to other network providers. This sudden easy access to the internet led to India having the highest amount of data consumption in the world. Of the 150 crore GB consumed by Indians, 100 crore GB was consumed through the Jio network alone. What is perhaps the most exciting part is that internet penetration currently stands at only 27 percent. This means that the number of Indians online is only going to grow from here, offering a huge advantage for brands.

How Can Brands Engage With These Consumers?

With India’s internet audience growing by the minute, the stage is set for brands to tap into this huge market and engage with their consumers. Consumer engagement requires brands to realign their priorities from solely revenue-generation to actually creating value for their consumers. In India, brands can do this in a number of ways.

Understand audiences to personalise marketing strategies

In order to create content that consumers will actually find valuable, brands need to know who they’re speaking to. By 2020, almost 40 percent of all internet users in India will be women. This points towards the growing importance of creating content that women will find relevant. Doing so will also involve challenging long-held assumptions with regards to gender and interest areas. For example, 60 percent of those who shopped for sporting goods and viewed related videos on YouTube were not men, but women. Additionally, 60% of those who searched for car-related information online were also women. Having an intimate understanding of audiences can help brands generate content that their users will actually find valuable. This is a crucial step in building a relationship with audiences.

Brands can create user-centric content to rank organically on Google as well as on YouTube. For tips on how to rank your videos, read our in-depth article: YouTube SEO Tips: The Secret Sauce to Ranking Your Videos in 2019.

Create campaigns specifically for mobile

One of the most interesting characteristics of India’s internet usage is that most Indians haven’t followed the general pattern of internet adoption. While globally, most people first used a computer and then migrated to mobile phones, Indians seem to have skipped the computer stage completely. According to a survey by Statcounter, Indians use their phones to access the internet almost 80 percent of the time. This means that brands should be producing content specifically designed for mobile phones if they want to engage the next billion internet consumers.

Use regional languages to reach a wider audience

While the number of English-speaking internet users in India is largely static, the number of regional language users is growing at a breakneck pace. One of the key reasons for this growth is internet penetration in tier II and III cities, along with villages. Digital marketing is constantly evolving in tier II and tier III cities and brands need to take note of this growth. In fact, Google estimates that about 30% of users in India are from rural areas. If brands want to develop a personal relationship with their consumers, then a strong regional language strategy is crucial. Tamil is the leading regional language used among internet users in India with 42 percent while 39 percent of users are Hindi-speaking.

Optimize brands for voice search

Voice search in India might still be in the nascent stage at the moment, but it is growing at a steady rate. Google estimates that 28 percent of all searches are voice searches. Even more promising is the fact that there has been a 400 percent growth in Hindi voice search. Voice search has vast implications for SEO because traditional keywords aren’t used when speaking naturally. For brands, this means that they have to find new ways to become discoverable through voice search results to stay visible on digital platforms.

Utilise the AdWords 'Missed Call' extension

Adding call extensions to your ads can significantly increase click-through rates as well as conversion rates. But with a sizeable number of mobile users in India, especially in smaller cities and towns, using prepaid connections, the cost of making a call might stop them from contacting your business. This is why AdWords has recently rolled out a ‘Missed Call’ feature which can help address this concern. When a user selects the Missed Call option on an ad, a call is placed and is then immediately cut. After this, the user will receive an automated call telling them to stay on the line while their call is connected to the business. During the same time, the business will also receive a call from Google. Once both the user and the business are on the call, they will be connected to each other. This feature can help brands engage with their consumers better as well as track conversions more effectively.

Encourage a two-way conversation

Digital marketing allows brands to not just speak to their consumers, but also to listen to them in return. This unique opportunity for a two-way conversation is crucial for building consumer engagement. To be able to have a meaningful conversation, brands need to understand exactly who their audience is, where their interests lie and what their concerns are. In the context of the current Indian audience trends, brands can only reach out to the next billion internet users once they look beyond the urban metros.

The Indian internet audience is more diverse than ever before. Only by gaining a deep understanding of India’s unique audience can brands develop marketing strategies that will resonate with their consumers.


What brands can learn from YouTube brandcast 2018

  • Rhea
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  • 28 March , 2018
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    • 5 min read

To mark its 10 year anniversary in India, YouTube hosted Brandcast 2018, an event to help marketers understand how Indians consume video content. Since it first launched in 2008, YouTube’s rising popularity has been inextricably linked with India’s own growth story, giving it a special understanding of the Indian internet audience. Today, around 225 million Indians actively use YouTube every month just through their mobile phone. This number is set to increase to 500 million by the year 2020. With such a rapidly expanding audience base, YouTube is becoming increasingly more important for brands to effectively leverage. Interestingly, YouTube’s reach is over 80% amongst the 55+ segment.

Brandcast 2018 provided invaluable insights into who is accessing YouTube, what content they are watching and how they are consuming it.

Opportunities for Brands on YouTube

YouTube has become one of the most important platforms for brands to engage with their consumers. The most remarkable feature of YouTube is that ads here have a very high reach and a viewability rate of as high as 95%. The viewability rate refers to the number of audience members who have actually viewed the ad. YouTube’s audience is one of the most engaged across all platforms and is also the best way to create a brand story. Brandcast 2018 revealed how actively users consume content on YouTube:

  • 65% of YouTube viewers subscribe to their favourite channels while 85% of them watch newly uploaded videos within two days.
  • 7 out of 10 viewers watch ads on YouTube with the sound on.
  • More than 50% of female professionals watch YouTube videos for more information before making a purchase in categories like beauty, automobiles and real estate.

Clearly, YouTube can be extremely effective for brands to capture the attention of their audiences. You can learn more about creating videos that rank on YouTube in our in-depth article: YouTube SEO Tips: The Secret Sauce to Ranking Your Videos in 2019.

Case Study: On1y #ForkTheBananaLeaf Campaign

 The use of creativity and engaging content works very well on YouTube since audiences are more inclined to spend a long time viewing your video. For the #ForkTheBananaLeaf campaign, On1y created a funny, unusual video to advertise their brand and to keep their viewers engaged. On1y is a premium spice brand with a signature grinder to ensure you get maximum flavour. They chose to speak about their product USP in an unusual way and effectively use humour to capture the attention of their audience.

The Concept:

On1y wanted to steer away from the predictable storylines and advertise their product in a way that would increase brand recall among their audiences. To do this, they depicted a traditional South Indian wedding with the couple waiting to be served food on a banana leaf. However, instead of traditional South Indian food, they are served international dishes like pasta and pizza. While confused at first, they begin to love the food once they sprinkle seasonings by On1y over them. The idea of food with a twist was a unique play on the ‘twist’ of the grinder that is one of On1y’s biggest USPs.

The Results:

This video worked phenomenally well for On1y and went viral in a very short time. The overall reach for the video was over 10,000,000, the total views on YouTube were over 480,000. Capitalising on the huge success of the video, they also release a ‘Behind the Scenes’ video which also garnered a high number of views. This clearly showed that audiences were so engaged by the original video that they were willing to watch the second video about the same product.

Special Features on YouTube to increase brand presence

YouTube has a number of different features and advertising options to help brands achieve their business goals.

Bumper Ads: 6-second videos which can increase brand reach

TrueView: In-stream ads which play when a viewer is watching another video

Video Ads Sequencing: A customised video funnel brands can create to take viewers through a journey

Director’s Mix: Make different versions of background copy on the same video based on various parameters of the target audience.

These tools allow brands to increase brand awareness, brand recall, physical store visits and ultimately, sales.

  • Livon (Marico Industries) got a 7X conversion rate through the TruView Ad format with 65% increase in modern trade and e-commerce.
  • Duracell created a Trust is Power campaign and used six-second bumper ads to complement their longer hero ads to increase brand awareness.
  • Uber saw a 63% increase in first rides at an 18% lower cost/first trip after a YouTube Director's Mix campaign. Additionally, Australia’s Campbell's Soup used the tool to generate customised creative for different audiences, leading to over 1.5M total views and a 55% increase in Campbell's Simply Soup sales.
  • Zain, a leading Saudi mobile and data services provider, achieved a 50% increase in brand search queries through video sequencing

Influencer Marketing - A growing trend on YouTube

Influencer marketing has emerged as one of the most effective strategies brands can use to build brand awareness and credibility. India has witnessed a growing number of powerful influencers in many different categories. Many of the biggest influencers today across all categories can be found on YouTube. From just 16 YouTube channels in India with over a million subscribers in 2014, there are now 300 channels. Indians today are using YouTube as a way to gain more information, rather than just for entertainment. They turn to YouTube influencers they trust to provide them with reviews, tips and tutorials. The Brandcast 2018 event revealed very important figures about how powerful influencers on YouTube really are.

  • 7 out of 10 people relate to YouTube influencers more than celebrities
  • 76% of businessmen who regularly consume video content say that YouTubers shape their perception of culture
  • 65% of audiences who view videos have brand opinions which have been strongly influenced by a YouTube influencer they follow
  • More than 75% of moms’ brand opinions have been shaped by YouTube influencers

These numbers prove that YouTube is an indispensable platform for brands trying to widen their consumer base.

Rising Importance of Regional Content

The biggest avenue for growth is going to be regional audiences in tier 2 and tier 3 cities in India. While English-speaking audiences have almost peaked, regional language users online are only going to grow from here. Access to the affordable high-speed internet as well as the availability of low-cost smartphones has made the internet more accessible than ever before. Brandcast 2018 also revealed figures which prove that multilingual marketing is going to be becoming increasingly important for brands.

  • 90% of time spent on digital videos in India is not on English videos
  • 60% of video content is consumed by cities outside the top 6 cities in India

It has almost become a necessity for brands to explore regional language content in their marking strategy.

Case Study: Murugappa ‘Update Azhagi’

At Social Beat, we have witnessed first-hand the power of regional content on YouTube. For the ‘Good Netizen Good Citizen’ campaign by the Murugappa Group, we conceptualised ideas for a video that would resonate with their audience base. As they are based out of Tamil Nadu, their target audience would be able to better understand and relate to Tamil language content.

The Concept:

 The goal of the video was to effectively utilise humour to spread a message about responsible sharing on the internet and to be a good ‘netizen’. They created funny, yet thought-provoking series of videos on internet etiquette. From a young woman who over-shares every mundane detail of her life with strangers to the way Whatsapp rumours are spread, these informative videos are aimed at raising social awareness on the responsible use of social media and the Internet. 

The Results:

These Tamil videos performed incredibly well on YouTube with one of the videos even getting over 570,000 views. Users also actively engaged with the video, leaving comments and sharing it on various social media platforms. Undoubtedly, the fact that the video was in Tamil, played a very important role in the fact that it went viral. You can watch the entire series of the Good Netizen Good Citizen videos here.

According to the latest numbers, Tamil is currently the most used regional language in India among internet users with 42, while Hindi follows with 39 percent. Clearly, unless brands incorporate a strong regional language strategy in their marketing, they will be unable to engage with India’s next billion internet users.

 YouTube is one of the biggest platforms for brands to reach out to their consumers. As its reach in India continues to grow, brands will need to learn how to effectively utilise it to grow their presence.


Cholamandalam Finance and Social Beat tap vernacular content

  • Nandita Raman
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  • 12 March , 2018
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    • 1 min read

There is no doubt that reaching your target audience through vernacular content is one of the biggest trends of digital marketing. Though the early internet users in the nation are predominantly fluent in English, marketers have noticed that the current crop of digital-savvy individuals find multilingual content much more engaging and relatable. Keeping a tab on this trend, many brands have leveraged the reach of vernacular content to engage with India’s next billion internet users.

We, at Social Beat, took advantage of the reach of vernacular content and the engagement of video content to come up with a ground-breaking social media campaign for our client Cholamandalam Finance. Since the brand mostly caters to small-business owners and entrepreneurs from tier 2 and tier 3 cities, we targeted their audience with an animated video featuring the life lessons we can learn from an ant. The video was initially made in English and gained a traction reach of 409,609 with 3k shares. Seeing these numbers, we released the same video in Hindi which went viral.

The Hindi video currently has reached 2.2 million views with 94% of it being organic. Furthermore, 2 million of these views are unique. The post has reached 7 million users through 79k shares and 50k reactions. These stats are a testimony to the fact that the digital space is evolving and adapting itself to the needs and preferences of its new breed of internet users.

Need more convincing that vernacular is the need of the hour? Follow our Hindi YouTube channel Paisa Pujari for financial tips for individuals from all walks of life. Here's a video to get you started:

 


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