Recently India banned 59 Chinese apps such as TikTok, UC Browser and CamScanner, due to compliance issues and concerns over data privacy. TikTok influencers had built a massive follower base and had many brand deals that added to their source of income. But the ban had left these social media influencers without a medium to reach their audiences. During the COVID-19 lockdown, the number of active users on social media platforms has also significantly increased. This has led to the rise of many alternate apps such as Mitron, Roposo, Chingari, Bolo Indiya and now Instagram Reels.
In a move to capture the market share and move deeper into the short-form content space, Instagram has now introduced a new feature called Instagram Reels. Now you can create 15-second videos on Reels and edit using options like speed, timer, effects and audio. You can also choose the apply AR effects in your video. The audio option allows you to play music from the Instagram Music library or use your original audio. You can create multiple 15-second videos at a time and edit them separately using different options.
Instagram Reels allows the user to select the audience they wish to share their videos with. The videos created using Reels will be displayed in the Explore section and the Reels tab of Instagram. You also have the option to share the video in your feed and in your story.
Give Instagram Reels a try and create impressive thumbstopper videos.
The new trendsetting kid on the block, TikTok has taken the media world by storm. TikTok’s explosive growth, compared to other social media platforms, quickly made it the most downloaded app worldwide. Covering 150 countries and regions in 75 different languages across Asia, America and Europe, it gained 1.5 billion downloads quickly across the globe.
With over 178 million active monthly users in India, TikTok emerged as a platform with a continual increase in its user base, and on a mammoth scale. An interesting aspect to consider is that the initial audiences TikTok onboarded were new data users, who were virtually untapped in the digital space. It was an obvious wake-up call to leverage TikTok as a platform to target coveted Tier II and Tier III digital India. Moreover, 48% of the engagement was driven from the top metro Tier I cities.
It’s safe to say that a majority of the Indian Internet user base is now hooked to this entertainment-based content platform where anyone and everyone can become a creator. TikTok’s core objective was to bring the fun back to social media and provide a platform where anyone can be part of the trends or even start their own.
Due to this, TikTok quickly became a hub where India spent their biggest and most meaningful moments. Over 4.9 billion lit up festive seasons like Diwali, Christmas and New Year with groovy dance moves, spectacular AR filters, entertaining skits, amongst many others. A defining example of this was witnessed during the ICC World Cup when over 1 billion engaged with the app.
With the ban of TikTok in Jun 2020, there are a host of TikTok alternatives that have come up in India.
TikTok is India's breakout app in terms of year over year growth. But what’s the secret behind this aggressive growth? The ‘magic sauce’ lies in its wide variety of products that deliver on the promise of bringing back fun! Offering a range of optimizations, products like Branded Takeover, TopView Ads and Hashtag Challenges provide an immersive experience along with a chance at virality, and high impact broad reach and awareness. In-feed Video Ads enhance brand recall and drive brand affinity through its targeting, scalability and cost-efficiency.
There was an increase in the 25+ age group using TikTok - the Indian consumer with high disposable income ready to be tapped in to make the impulse purchase by multiple brands. The common symptoms of the TikTok addiction across Gen Z is that these users open the app more than 6 times a day and consume content for 40 minutes at a stretch. More popular among Android users over iOS, brands offering affordable, aspirational products find it extremely easy to derive ROI from TikTok marketing.
As per the Kantar Survey Data 2019, it was recorded that there was higher purchasing intent among TikTok audiences as compared to other online shoppers, with nearly 50% having shopped online in the last 3 months. The cherry on top of the cake? The TikTok user’s purchasing power was measured to show them spending more monthly on online shopping as compared to non-TikTok users, with the share of wallet for online shopping 17% higher than non-users. This data proves that marketing on TikTok is an open playing field for brands that are heavy on e-commerce, fashion, and retail, while simultaneously remaining scalable for fintech and BFSI.
TikTok is powered by the creation of native content that communicates that the user, not the product, is in control of what they’re watching. Think of it this way: TikTok is seen as a daily dose of video therapy that gives you a break from your everyday routine, available across a variety of content categories. It’s more than dance - it’s entertainment, beauty, music, fitness, travel, and so much more, making it the pandora’s box of native, creative and highly engaging content. Moreover, since the content is in video formats, it enables users to create or consume in their native tongue. The availability of vernacular content itself has been a key driver of app installs, user engagement, and many other important metrics.
Seen majorly as an entertainment platform, TikTok is growing its roots into popular topics like food and DIY, while also setting its base in education. For example, #EduTok is a trending hashtag, that began as an in-app challenge. TikTok encouraged users to create and share videos with educational content to promote learning for the Indian community on the platform. This initiative took off immediately, and till date, continues to be a popular trend among users.
The challenge has seen over 10 million videos created and shared with the hashtag till date and continues to grow rapidly, having amassed over 48 billion views and 1.8 billion shares. This educational initiative has worked well to propel TikTok’s dedication to growing India’s creative economy to reach and contribute to the lives of digital users across platforms.
@parastomarGot your own business ? You need ##khatabook @khatabook.com♬ original sound - Paras Tomar
Customer acquisition was one of the key objectives for a booming fintech startup like Khatabook. We partnered with them to tap into a new audience, and with the help of vernacular influencer videos, we started targeting regional users, which helped establish TikTok as one of the important pillars for customer acquisition.
The TikTok marketing strategy for Khatabook was centred around a robust performance strategy that was executed to drive app installs. We created concepts that communicated the USPs of the app in a clear and concise manner and collaborated with 250 influencers across the country who created videos in 15 different languages. The content was also created around seasonal and festive events like Diwali and the Indian Premier League.
After we implemented the TikTok marketing strategy with vernacular content created by influencers, we saw where our CTR was 0.04%, later increased to 0.8% which led to 60% incremental growth in install volume and 20% reduction in cost per install. Till now we have uploaded more than 200 influencers’ videos in TikTok Ads that give us exponential visibility across channels and more creative assets to use.
We partnered with Bewakoof to target TikTok as a platform and scale it up to convert it as a profit delivering platform. We capitalized on home production videos which Bewakoof had made in-house to target our relevant audience.
We realized that dedicated product videos worked better than collection videos. Therefore, we created videos for the best seller t-shirts that Bewakoof had to offer and started leveraging them for performance marketing on TikTok. Since TikTok is a video-heavy platform, we ran at least 4-5 videos for different products at the same time to ensure zero dip in CTRs, therefore clicks and ergo performance. Using a two-pronged approach, we were able to target users for sales through app and website conversion campaigns.
By marketing on TikTok with influencer videos in regional content, our install to purchase ratio jumped from 3.02% to 26.55% and our ROI increased from 0.78 to 3.11.
Swiggy Starhunt was an exclusive campaign, created to engage with the company’s delivery partners, the true champions who deliver to satisfy our food hankerings no matter what the obstacle, be it traffic or the weather. The campaign was designed with the objective of creating an opportunity for engagement and fun to offer them a break.
With creatives and media like videos, GIFs, posts, and more, in 11 different regions languages, our social media strategy was created with the intention of reaching audiences across India. To give the campaign an extra push and get the buzz going, we collaborated with 7 TikTok influencers to help us out.
The TikTok marketing campaign resulted in an organic reach of 57 lakhs, with the active participation of over 350 of Swiggy’s unsung heroes! Over 1500 videos were uploaded onto the social media platform, with delivery partners showcasing their talents, garnering over a whopping 44 million views! The campaign was a huge success and provided impactful awareness among delivery partners.
Marketing on TikTok by adopting a granular approach and leveraging vernacular, your brand would be able to tap into key regions across India and engage them better to create memorable customer experiences.
Matching the brand with TikTok’s native audience and creating content utilising influencer marketing will not only provide your brand with a better chance of being shared and viewed but also provides the opportunity to create viral moments to increase organic traction.
By maintaining a frequency of regular, engaging and entertaining content you would be able to build brand awareness and affinity to ensure that your brand is staying relevant and trending.
Facebook has now launched Instagram Reels which is a 15-second short video post that can be shared on your story, feed or in the explore section. You can also edit the Reels with options like audio, speed, timer and effects.
With each day comes a new trend and also an increase in the variety of products and scalability on a completely dynamic platform, like TikTok. Social Beat uses an array of social media platforms to have a wider impact and reach, and TikTok marketing is that fast-moving bus with drop points in the untappable regions - get your brand on the bus before they miss it!
The year 2019 has been a whirlwind in terms of growth in the digital space. The number of internet users has gone up to a number that was previously unprecedented - from 483 million users in the year 2018, India has now crossed half a billion internet users at a whopping 566 million. This means brands and companies have a whole new audience to market to and multiple innovative ways to do so! If you are keen to learn more about digital marketing, do check out our digital marketing training arm, DigiGrad.
Here are 7 digital marketing trends for 2020 that we expect will see the most traction:
While user growth has slowed down across most key markets, India has shown no such trend. This is a direct result of easy accessibility to mobile internet and cheaper smartphones with the advent of Jio. This has consequently led to the huge influx of new social apps in digital markets, like TikTok, Helo, Sharechat, Vigo, Bigo, Firework and some more in the pipeline.
The year 2020 will likely see a rise of even more such apps as these have proved to be a hit with new data users, having tapped into vernacular content and the interests of people in smaller towns. And since a large chunk of internet users from rural India - 251 million to be precise - have contributed to the growth in the total number of Indian internet users this year, 2020 can expect to see a higher demand for social apps that cater to this demographic.
It also doesn’t hurt that these media conglomerates have figured out a key factor in driving growth - offering social apps with access to entertainment like short-videos, gaming and live-streaming. 2019 has already seen these newer social apps climb the rankings on Google’s Android PlayStore, with TikTok ranking number one, and Helo at a close second. Facebook currently holds the third position, which may indicate that the dominance the Facebook family of apps has had may see a negative impact.
On that note, with so many first-time internet users, the rise of a lot of social platforms have seen their tremendous growth simply because they offer their content and services in vernacular. Language-driven services have had such an impact this year, that even Amazon and Flipkart are planning to get on this bandwagon soon to catch up with new age players like niki.ai, bulbul tv and Shop101. With a higher demand for vernacular content online, brands across segments will be forced to explore and deliver too if they want to see bigger growth. Storytelling is an impactful way to engage and connect with customers, and when done in a native tongue, the outcome is very personal and unique. This is evident in the thumbstopper format that Facebook offers, which intends to tell a story without sound, in order to capture the essence of a story and be able to tell it to speakers of any language.
Featured below are the thumbstopper videos we did in collaboration with Malabar Gold to promote their ‘Men in Platinum’ collection. The campaign dismantles stereotypical gender roles and highlights the fact that men are at their best when they are in their element. With an overall reach of 13 lakh views across Facebook, Instagram and Youtube, the brand’s Facebook page witnessed a 450% increase in user engagement proving that relatability is a language in itself.
Speaking about breaking language barriers, Swiggy recently ran a campaign titled #SwiggyStarhunt - a platform for delivery partners to showcase their talent by uploading videos on popular video-sharing app TikTok. These videos come under the categories of acting, dancing, singing and musical instruments. Since the campaign was targeted at delivery partners, we created a robust social media strategy in 11 languages to grab their attention and encourage them to participate in the event. The campaign resulted in an outpour of uploads onto the video-sharing app, with a whopping 44+ million organic views, reaching a pan-Indian audience and giving Swiggy the uplift it deserved. #SwiggyStarhunt is also a testament to the fact that leveraging new social media platforms like TikTok, along with the relatability of vernacular content, is a great way to connect with consumers.
4G has taken India’s markets by storm, and Indian service providers are eager to capitalize on this moment to drive user and customer engagement. Augmented Reality can be used in a multitude of ways, changing experiences across different sectors, be it retail, live events, museums, real estate, education or automobile.
Facebook introduced Spark AR this year for the general public, which allows users on Facebook and Instagram to create filters and upload them online. Other users can then save these and apply them to their stories. Facebook has been seeing a lot of success with the launch of this product and this will probably ‘spark’ AR trends even more. Google had already rolled out Google Lens which is an image recognition technology that uses the point and shoot feature to show fitting search results. These two giants have showcased the diversity in the use of AR and how successful it can be when implemented right, driven by function.
VR will also start to pick up more as we enter 2020, but since VR devices are still too expensive for the Indian market, it is unlikely that it will pick up at the same pace as AR will.
E-commerce is the way of the future, and with search interaction having increased, leading companies will find voice a profitable technology to drive sales and revenue. This has already been evidenced in the huge investment Amazon has put into Alexa and Google into Google Home and its Google Assistant. Businesses will see voice user interface as an innovative tool that enables faster, more efficient customer engagement as voice commands surround every sphere of life, driving purchases, payments and more. Voice ordering, already a popular phenomenon in the US, will start picking up in India as well. Brands are also tying up with new-age start-ups like niki.ai to engage with the next billion internet users. These AI powered start-ups build user experiences that are not just intuitive but also in a language that the customers in the Tier II and III cities are comfortable in, making it easy for them to place orders using voice commands.
Looking for a few tips on voice search marketing? Here’s our tell-all guide:
It’s quality over quantity, always. Which is why many brands are now wanting to capitalize on their first-party data, instead of opting for second and third-party data. First-party data allows for exact, valuable insights into a customer’s direct engagement with the brand, whether it’s their individual interests, which ads they engage with, or how much time they spend on the brand’s website. This information is unfiltered, specific, and relevant, which helps to build an audience profile that is an exact match with the product or service in question. It is also cost-effective, as it’s free, and is lawful and transparent. Nike is one such company which has already announced that they will be selling only directly going forward.
Artificial intelligence fits into this equation as it can prove to be extremely beneficial in sifting through these data sets, which for a team of actual people, can be daunting. AI could uncover insights that could have been missed otherwise, identify critical data and trends, and all at unmatched speed with extreme accuracy. Thus, AI and first-party data may hand-in-hand serve to drive more personalized communication soon.
Social media platforms have seen quite a few changes this year, which were a little surprising for everyone. At one end, there are platforms like TikTok and Sharechat, which incentivized influencers, and at the other end, Instagram rolled out an update that removed the like count. The Advertising Standards Council of India has also announced that they are framing new guidelines and rules in a bid to protect consumer interests, which will include influencer marketing under its purview. With the aim to curb forms of misleading information, the reach influencers have, the kind of information they put out, and the engagement brands have with influencers may all change in 2020.
It is commonly believed that as the world became increasingly digital over the years, physical stores began to see less engagement. But this doesn’t hold true for brands that rely heavily on location, like hotels, restaurants, and auto dealerships. For such brands, online to offline attribution is extremely relevant and useful, as this metric helps brands to trace and identify which online ads can be attributed to driving in-store foot traffic.
While Google Store Visits is already live and being used across brands, other platforms will also start leveraging location data, combined with first party and CRM data, to showcase what results digital is driving for retailers and offline stores. This can be a game changer for traditional brands that did not have digital as a key aspect of their marketing campaigns. The start of the next decade will likely see a lot of brands who are not yet using digital come online to use this tool to engage with customers better and drive sales insightfully.
Store visit ads were an integral part of our campaign with retailers like Malabar Gold, Khadims and Specsmakers. We leverage a mix of Google products using detailed demographic targetting as well as geo-fence the retail stores. The ads used online to offline attribution data to measure the increase in footfall to their stores. The below case study of Malabar Gold showcases how thousands of shoppers were targetted and tracked, for the recent Brides of India campaign.
All that being said, the trends predicted show a range of exciting opportunities to be used for growth. We at Social Beat are definitely eager to see what the start of the new decade has in store for the digital marketing sector and are excited to grow with it, scaling new heights.
This article was originally published in The Economic Times Brand Equity.
With the quick rise in demand for Influencer Marketing, there is a need for tools and platforms to aid brands identify the right influencers and engage them. Many platforms have cropped up that either aid you to identify the influencers yourself via a DIY tool or connect you to the right influencers for your brand based on your requirements. Some of them are free while others are either freemium or paid platforms. Let us take a look at the top platforms to discover Influencers for your brand and help you connect and engage them in your marketing campaigns.
The sixth edition of the Digital Chai Pe Charcha was held at our office on 27th August 2016. It received an excellent response with about 15 participants including entrepreneurs, professionals, digital marketers and social media influencers taking an active part. The topic of discussion was the secret to a successful Influencer marketing campaign.
Here’s a quick summary of the key takeaways from the session:
Word-of-mouth advertising has always been the most powerful tool, and influencer marketing is WOM Advertising 2.0. In simple terms, it means shaping the opinions about your brand using the most influential people amidst your potential customers. If you are a brand, you make friends with the most influential people at a place where you want to sell. Now, they talk about your brand and recommend you to their followers (potential customers).
The main reason that brands are looking at influencer marketing are:
Given that word of mouth, marketing generates more sales than paid advertising; more brands are beginning to think about influencer marketing as part of their branding strategy. In the last 12-16 months, we have seen many interesting influencer marketing campaigns in India run by the likes of Cadbury, Allen Solly, Ford & much more.
For any influencer campaign, selecting the right influencer and partnering with them is crucial. Checking the influencer's reach is the first thing you would need to do. This can be measured in terms of the number of followers/fans or the number of visitors to their blog/posts. Always remember to choose quality over quantity.
The following are the parameters you should be using while choosing the right influencer.
What ROI to expect?
Based on our interactions with influencers, the survey we ran amongst influencers, and learnings from various events such as Social Media Week Bengaluru, there are a few challenges in influencer marketing.
Those of you who missed the first four editions of the Digital Chai Pe Charcha can check them out below:
You can follow us on Facebook and Twitter! Check out the hashtag #DigitalCPC for more details on the next Digital Chai Pe Charcha meet.
It was an interesting evening spent at MDI Gurgaon with students of Consumer Behaviour. We were talking about the role of Communities, Content & Influencer Marketing on Consumer Behaviour. See the below slide share for details on the discussion we had.
The students had a lot of questions, especially around influencer marketing and its ethics. Many of these can be found in the FAQs of Influencer Marketing here.
The latest buzz word in the digital marketing world that is steadily catching up with brands is ‘Influencer Marketing’. Western companies have leveraged this strategy of marketing for the past few years and the trend is quickly catching up with Indian brands as well. Brands in India have actively come up with successful influencer campaigns for the past 2-3 years.
What is Influencer Marketing?
Influencer marketing is a term that has risen from the realization of brands about the power, peer influence and customer recommendation has over other forms of marketing. Especially in a time, where consumers have started using social media in huge numbers and have been public about their views about brands and products. Brands have realized that people are largely influenced by second-hand information from opinion leaders and this has led to a lot of brands identifying top influencers in their respective fields to try and reach out to consumers better.
Voice of the Brand or Customers?
Social media marketing has brought about a quantum shift in the way marketing is done. It has moved the focus from “The Voice of the Brand” to “The Voice of the Customer”. The balance of power in the purchase funnel is now more skewed towards the customer & his peers, slowly changing the way brands market themselves. Earlier, the entire focus used to be about roping in a brand ambassador and roll out your story. Today, your story is okay but what really matters is the story that’s going on between the millions of bubbles on the social cloud. Add to that, the “bigger bubbles”- the social media influencers, and you are in for a different game altogether.
Word-of-mouth results in 200% sales in comparison to paid advertising
Yes, the above statistic is true, according to a McKinsey study. To delve deeper, they also result in 37% higher retention rate of customers1. Riding this trend of word-of-mouth/recommendation marketing, a form of marketing has gained prominence – Influencer Marketing.
What is Influencer Marketing?
The term “Influencer” in itself can be defined in 10 ways by 10 different people. And, each can be vindicated. A 2014 study by Augure2revealed the following:
Firstly, thanks for the positive response to our article on top digital marketing courses and top venue booking websites in India. Now, we have come out with the list of top lifestyle bloggers in Chennai, as part of our series ontop bloggers & influencers in India. So, here goes the list, in no specific order:
This blog, aimed at individual travelers, inspires you to cut your strings holding you back and go out exploring. A great array of experiences and cultural perspectives from her travel. The visual aesthetics of the blog is worth mentioning. The lines – “Come wander with me”, aptly describe the essence of the blog.