The rapid rise of mobile devices as a medium of advertising has challenged all we know about how to capture attention and tell stories.
Research has shown that the average attention span of a consumer is barely 8 seconds. To put it in context, one a second less than that of a goldfish.
According to Facebook, “Consumers take just quarter of a second to process an ad on mobile.”
Commensurate with this revelation, marketing professionals throughout the world are creating shorter, more attention grabbing content.
Recently, Malabar Gold and Social Beat came up with a campaign for International Men’s day to promote Malabar Gold’s ‘Men in Platinum collection’. Two thumbstopper videos were released which aimed to break the stereotype of the ‘macho culture’ and how all men should be appreciated for who they are. The video reached around 13 lakh people across Facebook, Instagram and Youtube. Malabar Gold’s Facebook page saw an increase in user engagement by 450%! This proves that thumbstopper videos, when done right, can change the way brands can connect with their target audience.
Mobile Marketing Association (MMA) and Facebook came out with what they described as the “first-of-its-kind initiative to redefine short-form mobile video creativity in the country”, called the thumbstopper.
The thumbstopper is essentially a 10 second long, vertical, short-form video creative built around a strong emotional core to narrate a brand’s story.
This fascinating new content format solves every marketer’s problem of addressing short attention spans in an era of growing mobile advertising. Here are ways to nail thumbstoppers for your brands.
A successful thumbstopper video should meet the following 6 critical criteria:
“52% of the total brand lift driven by video comes from impressions that were short-view, or under views under two seconds.” - "Video Viewability and Sales Lift Research" by Facebook and Oracle, Sept 2017.
As a thumb-rule thumbstoppers should not be longer than 10 seconds.It may be challenging to complete your story in such a short time. You can try and showcase a moment, a reaction or a visual representation of the product’s benefit. For more complex stories, you can use more quick, multiple “chapters” that have a greater impact.
“Thumbstopper videos had a 2x lift in ad recall if branding occurs within the first three seconds” - Stand Out in Feed: Optimizing Video Creative on Mobile" by Facebook IQ, Dec 2017 . It’s best to showcase your brand in the first 3 seconds of your thumbstopper. You can do this by showing a logo, well known spokespeople, striking colors, products or visuals. Also make sure that you communicate your brand promise in a simple & attention grabbing way to obtain the best results. You can do this by using cutaways to showcase multiple product colors or variants.
Front-load your concept or script - put your brand promise and key messages up front, in the most direct way possible.
MMA’s research shows that when an ad first appears on the screen (one tenth of a second), it is mostly seen as a blur but even this instant blur is enough to evoke an emotional response.
Make the most of the colors at your disposal: The usage of colour in advertising is often a very important strategy, since colours have a tremendous psychological impact on people. Our brain makes associations with certain colors that bridge the gap between your brand and your TG.
As a best practice, use of contrasting colors. This will make your creative stand out in a sea of monotony.
And most importantly, embrace your brand colors. Use them repeatedly for your audience to associate your brand with those colors.
Facebook has created a system wherein you don’t have to turn up the volume to enjoy videos. This has got many brands and content creators thinking on how to embrace silence and find ways to grab viewers’ attention without sound: The thumstopper is no exception
MMA’s cognition study shows that people responded strongly to human faces, body parts or even icons that are shaped like bodies.
To get the maximum output, include a human element that is high on emotion. The hero should be at the center of the story. With all of us swiping quickly through our newsfeeds, your brand must make a real impact in just under 10 seconds. Hence, bring your most exciting frame upfront.
Capture attention with branding or text, quickly. An interesting way to open would be to use the hero element of your brand right in the beginning. You can also use vernacular videos as thumbstoppers with a grand opening as part of your video marketing strategy!
Try using text captions to emphasize core messages at the outset. You can also add an interesting copy at the end of the thumbstopper so that the message is etched in your viewers’ memories.
Top-performing mobile ads always have a surprise element. Introducing surprise design elements may seem counter-intuitive, but it can transform the ad completely!
Use the different creation tools that are already available on platforms such as Facebook and Instagram. Can the thumbstopper be a Boomerang or Hyperlapse? Have you used an IG sticker or Poll in your ad? The possibilities are endless!
You can write a creative scene. Is it possible to use time as a creative device? Will a fresh copy approach work?
There are several ways through which you can innovatively approach Thumstopper videos. In the end it’s all about creating a huge, positive impact for your brand. The idea is to create memorable moments and create a lasting impression on your customer’s mind.
Through the Malabar Gold Campaign, Social Beat successfully managed to do this. Not only did the thumbstopper campaign create a visual impact, but also a social impact which aimed to change the way people currently perceive certain practices in society. Social Beat, one of India’s leading digital marketing agencies is helping several brands across the country leverage their video marketing efforts through innovative, path-breaking and high impact methods such as creating unique thumbstoppers.
If you want your brand to reach out to millions of people, try the thumbstopper approach. You will not be disappointed!
According to Cisco, by 2022, 82 percent of the global internet traffic will come from video streaming and downloads(2019). Video Content Marketing is not a new development as we’ve witnessed these video ads on television for a long time. But with the commencement of the accelerated internet and with brands trying to bid for the consumer’s limited attention, video marketing seems to be the way to cut through the clutter for most brands. Videos are one of the most effective ways to communicate with the audience as it increases traffic, engagement, sales and helps them to understand our offerings in a comprehensive way. So, if you haven’t incorporated videos into your marketing profile, here’s your cue to do so!
But take it from us, creating videos is not as difficult as it seems and there are some amazing tools to create your videos easily. So to help you further, we have compiled a list of top 10 tools and softwares for creating amazing videos to make the work easier for you in your video creating journey. Most of these have a free version making them affordable in the long run. And the icing on the cake? Many of them are Facebook recommended too!
So without any further ado, here are the top 10 online video editors and free video makers for Indian marketers to create amazing video content:
With a wide variety of tools, apps and websites to choose from, you are spoilt for choice when it comes to making your videos online for free. Here’s wishing you luck on your video journey and hope this helped to give you some perspective on how to elevate your videos for marketing.
Did we miss out on your favorite software for video editing? Let us know in the comments below!
There are many things uniting us during this lockdown. One of which is our online content consumption, particularly videos. Does it feel like you’ve seen everything? Admit it. At some point, we’ve literally become one of the several memes we share daily.
Btw, my favorite pasta sauce (Arrabbiata FYI) tells me I eat healthy, read a lot and bring happiness to people. So… I have new goals for this month in lockdown.
As a consequence of the pandemic and uncertainty of the future, we are all dealing with anxiety and stress, literally keeping us up at night. Being restricted indoors and being inundated with grim news definitely doesn’t help. There has been a rise in good news movements across the world to bring some hope and positivity to people.
We are actively seeking, looking at, and sharing meaningful content to boost each other in these strange times, to stay connected as we socially distance ourselves.
It’s the ideal time for brands to publish content that can leave a lasting positive impact. Let’s talk numbers. 92% of marketers say video is an important part of their strategy as it provides positive ROI. 65% of users watch over three-quarters of a video and 92% of users on their mobile devices tend to share videos with their circle.
Here are some video types you can explore at this time (and where we can help!):
Let’s pretend we are in college and get back to the basics: boot-strap filmmaking. The idea plays a bigger role than the production quality. Sony Pictures & Kalyan Jewellers recently provided this gem which managed to connect all of the Indian audiences. UpGrad got some stars to film themselves at home to encourage upskilling while we sit at home.
With all of us missing the good ol’ office days, Tata Cliq came to us to create a campaign that could soothe work-from-home blues. While content surrounding employees missing workplaces already existed, we decided to tell the story from a different perspective. The campaign film is narrated through different inanimate objects around office, telling employees #YouMadeItCliq. The film was executed using purchased stock footage and voice-overs from different theatre artists and radio jockeys to bring the objects to life.
After Team Social Beat went into work-from-home mode, we produced a home-made video to check-in and remind each other the proper way to wash hands. For Earth Day, we published a video made entirely from copyright-free videos sourced online. Using in-house talent to get the narration in place and minimal text narration, we encouraged people to remain conscious of the use of the earth’s resources, even after lockdown.
There are several ways a video can be executed even with the on and off-screen talent sitting in their own homes. The video content is what sets it apart. While different themes can be explored, the two popular routes we see at this time is humour and the social/empathetic route. It’s crucial to focus on the message of the video as, in this scenario, the idea trumps production quality.
These videos can be used across channels to engage with your audience. As YouTube ads to social media posts and stories, depending on the type and duration, these videos can be churned out relatively quickly. Ideal to stay relevant, tap into trending topics, and publish timely content.
An easily communicable disease making its way across the globe can be pretty terrifying, more so for those who have pre-existing medical conditions. Dr. Reddy’s reached out to us to create a film for their nutritional health drink, Celevida. The campaign film, #WinLifeEveryDay, showcases the key benefits of the health drink being a nutritional supplement for diabetics, supporting immunity and helping fight against infections.
Another group of people who are home and are experts at producing home-made videos that can help promote your brand in an authentic way - influencers.
Influencer marketing campaigns are a no-brainer in the current climate. Not only do we consume a lot of influencer videos, we are guilty of turning into mini influencers with posts on new workouts, recipes, hobbies, and more! Even those of us who swore off TikTok have now participated in and posted our TikTok challenges. This is a safe space, you can admit it.
Our influencer marketing platform, Influencer.in, has an extensive database of more than 40K influencers across categories like lifestyle, health, fashion, food, entertainment, and more! With the ban of TikTok in Jun 2020, there are a host of TikTok alternatives that have come up in India too.
For Himalaya Quista Pro, we partnered with influencers to share home workout tips and routines. boAt took to TikTok with the campaign #boAtheadStayINsane, creating challenges that can be done indoors and encouraging the audience to do the same. With social distancing in place, Khatabook took to TikTok to tell shopowners not to worry, they just need to download the app to get their pending payments.
Since people are indoors and available, it’s a great time to go LIVE. There has been a jump in people viewing and participating in Live videos across TikTok, Instagram, and Facebook. Partnering with influencers and experts, through Live Q&As, FAQs, interviews, and more, brands can start a dialogue directly with their audience.
There are plenty of ways we can continue to engage our audience through videos. What’s important to ensure is that the message communicated through the video does not come across as insensitive and out-of-touch which will reverberate long after we cross this tunnel. It’s crucial to stay empathetic, true, and show solidarity in these unprecedented times.
I’ll leave you with this meme.
With the advent of technology and social media, a consumer’s journey to make a purchase has become very complex. Consumers can now easily discover new brands on various social media platforms and are researching multiple brands, choosing to compare the pricing/offers before making a final decision. This new consumer decision journey has given rise to a highly evolved and aware consumer.
So, how can brands modify the marketing funnel to engage with this new digital-age consumer? The full-funnel approach is one of the most significant aspects of a marketing strategy as this helps brands convert the prospective audience into customers. This can be done on digital platforms by showcasing relevant messaging to the target audiences, moving them along the funnel from ‘Awareness’ to ‘Consideration’ and finally ‘Conversion’.
Most marketers, however, tend to focus on the bottom-of-the-funnel directly and optimise all digital campaigns to drive consumer action. However, this could lead to increased cost per acquisitions and lower conversion rates. While performance-based campaigns are key as these drive business results, it would not be an optimal strategy to focus on these alone as consumers need to be aware of the brand and build an affinity towards the same before making a purchase or enquiring.
With the shift from traditional to digital, it is also essential that a brand adapts their marketing funnel with a digital-first marketing strategy. This approach implies that it is essential for the brand to have a mobile-first approach for all digital assets in order to reach and engage with potential customers. Brands should leverage Accelerated Mobile Pages to improve the speed of landing pages and interactive ad formats to ensure the best experience for consumers.
In the first stage, the focus should be on creating awareness of the brand and its legacy. It is considered a good idea to leverage short videos in this stage to engage with potential buyers. Brands should also look at highlighting the benefits for the consumer by showcasing how the product or service can help them and resolve a pain point.
The top-of-the-funnel should be looked at as a process of casting a wider net to reach potential consumers. The users at this stage might not be familiar with the brand and only be cold prospects. Using the full-funnel marketing strategy, brands could push consumers towards the next stage of the marketing funnel.
Brands could explore various options like masthead on YouTube or Reach & Frequency campaigns on Facebook/Instagram to drive the high-impact reach for the brand’s top of the funnel strategy. One other interesting option could be to explore vernacular videos for brand awareness depending on the brand’s target audience. With the launch of Jio, smartphones and data plans have become quite affordable, leading to increased consumption of vernacular content. In the current scenario, brands should look to adopt a multi-lingual marketing strategy to tap into the next billion users.
YouTube: Bumper Ad, Masthead, TrueView For Reach are the best ad inventories to explore using YouTube.
Facebook/Instagram: Reach & Frequency Campaigns and Brand-Awareness are instrumental in ad inventories to explore using Facebook/Instagram.
The metrics to track go as Cost Per Thousand Impressions and Cost Per Video View.
Keep In Mind: As brands, avoid using product-specific/sales material in this stage of the funnel.
Users who engage with the brand’s top-of-the-funnel activity will have to familiarise themselves with the brand through more details about the product/service via relevant content. It is recommended to leverage the power of thumb-stopping content to re-engage with these users. Brands should share more context about the product/service so that consumers could consider engaging with them and finally making the purchase. The middle of the funnel should be looked at as a broad set of interested audiences who are not customers yet but are strongly considering the particular brand.
At this stage, the key focus should be on showcasing educational content in order to build trust and consideration for the brand. Case studies, Blog posts, White Papers, Ebooks, etc. are simple yet very effective tools for the brand’s middle of the funnel strategy. On Facebook, brands could explore Instant Experience ads which can help nurture intent and further drive engagement.
YouTube: Bearing Ad Inventory in mind, Trueview In-Stream Ad is typically explored on YouTube.
Facebook: In terms of Ad Inventory for Facebook, the way to go is through Traffic, Engagement, and Video Views.
To track metrics, CPC, Ad Recall and Landing Page Views are taken into account.
Keep In Mind: Alongside sharing educational content, brands should start positioning their product/service at this stage.
Once users are aware and have developed consideration for the brand, it is time to drive action with focused creatives and clear Call-To-Actions. At this stage, the consumer is already aware of the brand and is in a ready-to-buy frame of mind. With the right communication strategy, the users can easily convert into customers from a prospect lead. The focus here is to make the final pitch and keep it straight forward with the brand’s product/service details and pricing. Some potential buyers might require the extra push in the form of a time-bound offers/discounted prices to make the final decision. In the last state of the funnel, brands should highlight why consumers should opt for their product/service instead of their competitor’s as part of the content strategy. It might also be interesting to segment different audience types based on demographics/behaviour and show customers highly personalised content in this stage to drive the conversion.
By following a full-funnel, approach brands should be able to generate high-quality leads as the users have gone through the entire customer journey of awareness and consideration before purchasing or enquiring from the brand. This is especially important in industries such as Real Estate where the purchase cycle is relatively long, and consumers are continually researching options.
YouTube: TrueView For Action is often explored bearing YouTube Ad Inventory in mind.
Facebook: The best Ad Inventory to explore using Facebook is Lead Gen/Website Conversion.
CPL is typically used to track metrics.
Keep In Mind: Showcasing a time-bound offer in this stage can create an urgency and prompt consumers to take action.
For a more in-depth explanation on full-funnel marketing, take a look at this video:
Analyse those leads, work on strategies that converts them to customers, and drive revenue to the business. At the end of the day, a full-funnel strategy involves a lot of work and time, but with an efficient marketing machine, the battle is half won.
Marketing is all around us. It is more than the ads we see plastered across billboards, the jingles on our radios, and the ads on our TVs. With new digital platforms mushrooming, marketing has definitely evolved over the first decade of the 21st century. Having said that, there are certain aspects of marketing that form the crux of it and have remained timeless essentials that work to build a brand. Here are three such trends:
The art of storytelling remains powerful and paramount in the world of marketing. Simply because stories serve as effective communication that consumers connect with. Things that move us, be it with humour, emotion, or anything else, leave an impact, and brands have been quick to grasp the many benefits of utilizing this. Using storytelling captures attention and reels people in to see the story through to the end. This increases brand recall, awareness, and more importantly a connection with a brand that consumers can identify with.
This is best understood through stories of how some brands used engaging narratives to set the stage to pack an emotional or meaningful punch, or vox-pop videos to increase engagement. Be it the films that BMW launched in the early 2000s to showcase their cars or the recent Puma campaign on what it is to be a “proper” woman that used the stories of successful women like Mary Kom, Dutee Chand, Anjali Lama, and others, to celebrate and give expression to individuality and women empowerment. The common aspect of both these campaigns is effective storytelling that got the audience’s attention. This is an evergreen trend that will continue to be the most important aspect of marketing.
Our #DearManHoldThePan social experiment campaign with WonderChef used impactful storytelling to address gender disparity, starting in the kitchen, between a woman’s role in the kitchen in comparison to that of a man. Cooking is an essential life skill that shouldn’t be gendered as a role, and this is the story we wanted to bring out. The video sees conversations with different men and women based on their real-life experiences, notably proving that women still bear the brunt of kitchen responsibilities. Garnering over 2 million combined views on Facebook and Instagram, the video went viral upon its launch, with scores of people coming forward in agreement. Our influencer campaign #IHeldThePan had the likes of Jay Bhanushali, Swapnil Joshi and 73 other such famous personalities speak up for the cause, proving that storytelling is not only a great way to showcase your creativity, but also guarantees results.
How many times have we tried a product just because a friend said it worked well for them? We all do this. Hearing from someone else that a certain product worked for them, or about an interesting ad that piqued their interest can do wonders for a brand. This is where influencer marketing comes into play and this type of word-of-mouth advertising has remained a strong driver for customer engagement. Brands have employed influencers and celebrities alike to promote their products for them.
People follow these personalities as they can identify closely with them and want to be like them. Word of mouth creates an image of trust and reliability around the product and serves as first-hand product testimonies.
Case in point, Himalaya facial wipes, which focused solely on marketing through word of mouth, employed influencers from a range of different niches - from lifestyle and fashion. These influencers used facial wipes and created engaging content on both their blogs and social media handles. The content was eye-catching, tailored to the kind of followers each influencer had garnered. By exuding class through the product itself, and reliability through the firsthand nature of its marketing, their facial wipes were featured in images across the globe, helping them to amass a total impression of 10 lakh and a total engagement and clicks of 1.7 lakhs.
With the objective of connecting Bewakoof with the relevant audience, we partnered with 9 millennial influencers from across India on TikTok. We asked them to create content to promote Bewakoof’s merchandise, with a call-to-action encouraging viewers and followers to download the app. The videos used the popular method of displaying before and after transformations, showing them as their most stylish selves once they wore Bewakoof’s line of apparel. This word-of-mouth marketing drove engagement and helped Bewakoof achieve over 25,000 app installs and more than 750 conversions, with a great return on ad spends. These results drive home the fact that consumers are more likely to listen to people they look up to, who vouch for the reliability of a product.
As we mentioned before, people connect with brands more when they identify with them. One of the key ways to make that happen is by creating personalised content for audiences. It is a crucial part of the customer journey and the experience itself. This is why brands incorporate personalisation with three relevant and significant elements in their marketing strategies - geographic, demographic and language. Personalisation, as a trend has remained unchanging because of how fundamental it is in any campaign. Segmenting your audiences and showing them customised messaging based on their likes and interests can positively influence any campaign and the brand connect. Personalised design and content, too, play an integral role in delivering results.
With marketers having access to real-time data and AI coming into play, personalisation is going to become a lot more accurate, making the customer journey much more enjoyable if used the right way.
In order to bring out the long-term rewards of investing in mutual funds, we helped Sundaram run ads that showcased the end results of doing so. We created ads with customized investment journeys for different audience segments. These ads displayed different visuals which implied that by investing in mutual funds, people could reach their financial goals to achieve their dreams. For example, we targeted travel enthusiasts who searched for travel and investment-related brands and competitor keywords by placing ads on travel sites. Similarly, we ran personalized ads for car enthusiasts who had also searched for investment-related keywords. In our targeting segments, we excluded audiences who searched for car parts, servicing or accessories to ensure relevant audiences saw the ads. To add to that, the ads used images customized for a better fit instead of generic stock images. This resulted in a staggering 91% increase in conversion rates, a 32% decrease in cost per lead, and a 39% increase in click-through rates. This goes to show that personalisation gets messages across better, with higher impact.
So while this decade saw some great new marketing trends come up, only the methods that get to the heart of the matter and look at long-term gains really stick their landing. As the world around us changes, these techniques also evolve and grow to accommodate newer inputs. With a whole new decade upon us, marketing in 2020 will see new technologies unfurl and change the playing field, pulling brands to think out of the box.
This article was originally published in Business Standard.
2019 marks the 11th year since YouTube’s entry into the Indian market. To help marketers and creators understand the massive impact YouTube has made in India and its importance in the digital ecosystem today, Youtube hosted the 2019 Brandcast in India.
YouTube currently has over 265M users in the country and this number is expected to reach 500M by 2020. This incredible number is in relation to the increase in the total number of internet users in India that has grown from 15M just five years ago to 100s of millions of users today. Its ability to provide a personalised media experience and offer content in various languages has made YouTube one of India’s most-used platforms.
Over the last 11 years, YouTube has become a platform for storytellers and creators to share content in different languages and reach an engaged audience in rural areas and big cities alike. It has become a success story for numerous YouTubers like ‘Mostly Sane’ who uses YouTube to discuss social issues such as mental health (the channel is currently at 3M subscribers) and more recently Priyanka Chopra, who chose YouTube to extend her audience reach with hew new show ‘If I could do just one thing’.
Susan Wojcicki, CEO of YouTube, says it is the preferred social platform for creators and businesses alike due to its ability to reach out to a large audience pool in a personalised way. When Pepsi ran an ad campaign on YouTube, it saw a 14% increase in sales and 3.3x return in ad spend. Alternatively, Hyundai’s ad campaign had a massive audience reach of 221M. The ability to scale and impact on YouTube can result in business leading results. Currently, vernacular content is taking centre stage and has helped increase engagement across all channels.
Mark Patterson of Group M discussed the video revolution in India and how it has changed the way brands communicate with their customers. Group M is a media advertising company that has had a presence in Asia for more than 2 decades and is responsible for 1 in 2 ads in India.
Mark highlighted the evolution of the media landscape and how mobile video has become a secret weapon for many marketers. One of the main reasons for this is the change in the way users consume content and seek entertainment. They look for three things: convenience, customisation and choice. Statistics show that 60-70% of people in India consume content on mobile video every day.
The digital spends in India remain comparatively low when compared to China where 64% of ad spends is digital while this is only at 18% in India. However, India is one of the fastest growing economies in the world at a 14% GDP and digital ad spends is expected to catch up soon.
Mark Patterson also discussed the three main themes on the why and how of digital advertising in India and how YouTube affects these themes.
1. Driving results across through the funnel
YouTube has allowed marketers to have a mass reach and gain more awareness of their brand with tools such as YouTube Masthead.
2. Unlocking creativity
YouTube allows for personalised messaging that has helped deliver performance. This has resulted in a 20% uplift inconsideration, a 31% increase in awareness and a 900% increase in search queries.
3. Cross channel planning
While this is still a fairly new concept for most media agencies. Group M has taken a step in this direction by integrating YouTube reach data with Group M planning tools. This has helped them optimise maximum reach across multiple devices.
It is no secret that Youtube has become the secret weapon for many marketers to reach their target audience. To take advantage of the immense reach that Youtube offers, Social Beat collaborated with our client Sundaram Mutual to create a masthead ad to promote their new fund. This campaign generated incredible results, proving the effectiveness of Youtube as a medium to reach out to the target market.
Sundaram was launching an open-ended equity scheme and wanted to create awareness around their product within a short period of time. Digital marketing has been proven to provide finance companies with the reach they require so Youtube was the obvious choice when it came to achieving the objective.
Mastheads are usually charged on a daily basis so we used the 24 hour period we had as effectively as we could. To enable maximum viewership we ran the campaign over the weekend. For the entirety of the day any individual that accessed Youtube through their desktop, tablet or mobile device saw the masthead ad at the top of their pages. This helped us increase our subscriber base and drive traffic to the website.
The 20-second Sundaram masthead achieved phenomenal results. Sundaram’s subscriber base grew from 356 to an outstanding 56,000! It has increased since then and is currently standing at 57,000 and growing every day. The video also generated 14 million views in a span of 24 hours.
To achieve these incredible results, we adopted a digital-first marketing strategy to reach the target audience. We were also able to track and measure our results to scale the brand to new heights.
You can read more about our Youtube ad campaign with Sundaram Mutual here.
Ben Jones, Creative Director at Google says that 30% of ROI is driven by media elements and targeting data. The other 70% comes from creative. There are three elements that affect ROI in digital:
Many people assume that with all the content out there, the consumer’s attention span is decreasing but this is not true because people today prefer long-form content to short-form content. What has changed is how quickly consumers reject and accept the content they consume. The content needs to be longer, richer, deeper and grab the attention of the viewer faster.
Another way a brand can improve ROI is by understanding the customers better with more personalised messaging. They should change content according to the target audience and in a way that will allow the brand to relate to the customer better. Statistics show that customisation of the ads specific to the target market can result in a 10% lift in ad recall.
Research has shown that In India 60-70% of content is consumed via the mobile device. Therefore, when creating content, brands need to keep in mind that the shots framed and the stories told are optimised for the mobile user. It is important for agencies to rethink their digital content strategies this way so they are able to get the brand message to the target audience better.
To help agencies adopt the above strategies in their content plan, a new Rethink Council has been created to identify how brands can rethink their marketing and targeting to measure and maximise creativity to connect to the customer.
YouTube Brandcast India 2019 ended with an insightful discussion with world-renowned director Zoya Akhtar. She highlighted the importance of the role YouTube played in her recent film ‘Gully Boy’ and how she was able to discover and do in-depth research for the movie through YouTube. YouTube also played a huge role in promoting the supporting content for the movie such as trailers and interviews.
YouTube has played a crucial role in the evolution of digital media in India and YouTube Brandcast 2019 highlighted the importance of the digital platform and how it has changed the way people consume content in India.
If you’re trying to successfully drive traffic to your website’s blog page, getting to the top of Google’s search results is your biggest task. However, if you thought ranking at the number one position was the ultimate goal, you now have a new contender – the Google Answer Box or Featured Snippet.
Google introduced its new Answer Box feature in 2015. Referred to as the Google Answer Box or Rank 0 or Featured Snippet, this feature is a box you see above all search queries on Google. The Answer Box provides users with quick and easy answers or “snippets” of information. These answers are selected from content that ranks on page one, but not necessarily Position One.
Google Answer Boxes are not only convenient for users who are looking for answers, but it is also an excellent opportunity for brands to gain more page visitors, as Google Answer Boxes get a 2x higher click-through rate and steal most of the organic traffic on the internet.
Before we dive into a few more details, here’s a quick video on the benefits of Google Answer Boxes and how you can rank for them.
Before we get into how you can optimise your content to get a Google Answer Box, let’s take a look at the four different kinds of Featured Snippets.
Paragraph Featured Snippets will only include a short section of your content – around 40 to 50 words, so be sure to provide your answer within that limit. To maximise your chances of getting a Paragraph Featured Snippet, use the query as the title and then answer the query directly below, as seen in the example.
Numbered Featured Snippets appear for content that explains a step-by-step process. For example, a recipe or DIY project.
Bulleted Featured Snippets, on the other hand, will display content in a bulleted list where the order of the information doesn’t matter.
To optimise your content for a Numbered or Bulleted List Featured Snippet, you need to ensure that your content is formatted in the form of bullet points. Like in the case of a Paragraph Featured Snippet, you can maximise your chances of getting picked up by having the query as your main title and answering it directly below, this time as a list. Another way to optimise your content is by outlining steps in your blog post, and using each step as a heading.
Start by doing the work for Google – put your information in a table. Not only will this make your website’s visitors happy to get all the information they need at a glance, but it also makes it easier for Google to find your content. Finally, start with an appropriate heading followed by your table of data.
For further information on how to get your videos to rank, head over to our in-depth article on YouTube SEO Tips: The Secret Sauce to Ranking Videos in 2019.
Now that you know the basics of optimising your content for the different types of Featured Snippets, let’s delve a little deeper into a few more best practices you can adopt for your content to get its own Google Answer Box.
The first rule of getting a Featured Snippet is ensuring your content answers specific queries. More often than not, when a user types in a query, it is in the form of implicit or explicit questions and long phrases. Structuring your content to answer these questions and phrases effectively is how to rank in Position 0.
For example, if the query you wish to get a Google Answer Box for is “Best residential localities in Coimbatore” try and match it as closely as possible to that keyword so that you have the chance to appear as a Featured Snippet. Additionally, make sure your answer is precise and that you stay within the prescribed word limit of 40 to 50 words (a maximum of 100 words) or 3 to 4 sentences. If you’re looking for more information to rank higher in the search results, take a look at our blog on must know Google Search tips and tricks.
Efficient and effective keyword research is the cornerstone to any great piece of content. Creating content without adequate keyword research is like shooting an arrow in the dark – you stand very little chance of ranking in Google’s SERPs.
Before you begin writing content for a Google Answer Box, start your keyword research by looking for question-type queries – those that begin with what, why or how, as well as long-tail queries with no question words. The aim here is to include a seed keyword with as many long-tail keywords as you can in your article. This way, you can create well-written long-form content that answers multiple related questions in a clear and cohesive manner.
To intensify your keyword research, there are a number of tools at your disposal, namely Moz’ Keyword Explorer, Answer The Public or Ahrefs. These tools will be able to throw up more results related to your search query helping your broaden your search for keywords that trigger a Google Answer Box.
You can also browse through Google's own "People also ask" section to further research your topic or selected keyword. These related questions can offer massive insights into what Google considers related topics to your own. You can also check out our blog on On-page and Off-page SEO Tips for 2019 for more information.
Very often, many of Google’s Answer Boxes are filled with content that doesn’t fully answer user queries. Target such examples and ensure your content is better aligned to what users are looking for. If your competition has a Google Answer Box for a particular keyword, read through the content and analyse if you can create similar content or can modify your own existing content to better respond to the search query. This increases your chances of getting your own Answer Box and staying in Position 0 for much longer.
Getting a Featured Snippet isn’t just about the quality of your content. You can also improve the design and experience you provide your visitors. Not only do phenomenal UI and UX play critical roles signal Google to rank your website higher, but also heighten your chances of holding on to your Featured Snippet.
Once you’ve achieved your Featured Snippet, work does not end. Answer Box results can change in mere seconds, so the onus is on you to constantly track your progress – for how long you have managed to sustain your Position 0 or if you have slipped down the rankings. Try different things like opting for a table or a list instead of giving information in the form of a paragraph, or answering queries that appear in Google’s related search queries. Including high-resolution images with the right captions and tags and structuring your content with appropriate headings and sub-headings in H2 and H3 tags are also a few ways to help you improve your content and the user experience you provide.
The final point to keep in mind is optimising your content for voice search. India is seeing a 270% year-on-year growth in voice searches, as revealed in the 2017 Google India ‘Year in Search’ Report. As marketers, it becomes imperative for you to action change and leverage the power of Voice Search marketing to tap into India’s next billion users. A vast majority of them will be accessing the internet from Tier II and Tier III cities and Voice Search is a more convenient option than typed queries, particularly because they will be engaging in vernacular languages.
Additionally, Voice Search queries are very often picked up from Featured Snippets, particularly by smart speakers like Alexa and Google Home. Brands will need to constantly update and optimise their content to stay in Position Zero to feature prominently for Voice Search queries. You can also check out our detailed video on Voice Search Marketing for more information.
With these tips in hand, you’re now ready to win your own Google Answer Box! Remember to implement all of these strategies as Google’s Answer Box feature is in a constant state of flux, with rankings and results changing overnight. Keeping yourself up-to-date with the latest trends in digital marketing, will enable you to rank higher, achieve a Featured snippet and sustain it for an extended period of time. Before you go, take a look at our informative video that further explains how to optimise your content for a Google Answer Box.
What was the last post you engaged with on Social Media? If your answer begins with the phrase “A video on…”, then you are among the 80% of Internet users who engage with this popular format of content on a daily basis. Compelling videos are undoubtedly the best way to grab the attention of your target group and elevate the image of your brand.
There are multiple formats that a brand can try out when it comes to video marketing. From animation to explainer videos, you have plenty of options and formats to choose from. One such format that is gaining popularity is vox pop. It provides real-life original content on popular opinions that the audience can often relate to. It is also an incredibly effective way to communicate the brand’s USP while triggering a conversation among people on an important topic.
It is safe to say that showcasing the USP of your brand in an interesting and insightful manner is the primary objective of every video campaign. Vox pops are your best weapon of choice in this context since they showcase people’s opinions on a broad topic and allow the brand to convey a strong message through people’s answers. What better way to reach the public, than through the public?
Last year, we created a vox pop for our client FundsIndia. The theme of the vox pop was centred around what people do on their phones all day. We received a variety of answers from browsing social media, to paying bills and booking tickets for entertainment. Based on people’s answers the interviewer raised awareness towards the use of the internet to invest money in a SIP or mutual fund. The vox pop helped communicate FundsIndia’s message of the importance of investing early to reap the benefits in the future. The video was promoted on Facebook and achieved high organic views and engagement.
Production videos are great. They do exceptionally well on both YouTube and social media channels as they have a personal connection with the target audience. However, the production costs involved in creating a video can often weigh you down and curb your creativity. Moreover, shooting a video with a studio setup will also result in a lot of overhead costs as they may include travel and sourcing actors. Vox pops, on the other hand, have little to no costs and are a budget-friendly option for new or growing companies. A mic, camera and quirky set of questions are all you need for production. You can gain a quick and creative piece of content at a minimal cost.
Vox pops are great not only for getting insightful and relevant comments from users but it also helps a brand curate original content. People’s opinions on certain topics can help spark a conversation about an important issue or event. Not only does this give the company a unique name but it also encourages conversations about issues that people would not have normally thought of.
For Diwali, we steered clear of the usual celebratory videos for our client Ashok Leyland. To break through the clutter, we used a vox pop video to highlight the important role truck drivers play on this festival. To do this, we asked people what they did to celebrate the holiday. People shared their thoughts on what the festival meant to them- they talked about the sweets and gifts that bring meaning to the holiday. We used this opportunity to remind them of truck drivers who deliver the gifts and sweets across the country to make sure everyone has a great holiday. This sparked a conversation about the people who worked on Diwali and how they deserve to be celebrated as well.
“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.
Vox pop videos help voice the opinions of people in society. This provides for a very organic form of advertising as we get to hear people’s unfiltered thoughts on the topic discussed. People’s opinions and views on a topic can vary, making vox pop videos more relatable and memorable. It is a creative way of bringing research to life by producing compelling video content.
We did a vox pop video for our client, Sundaram Mutual, for Father’s day that everyone in our target audience would be able to relate to. The aim of the video was to communicate the importance of saving through our spending habits and how they differed from our dads’. When we asked millennials what they would do with 1 lakh rupees, most of the responses involved food or travel but when asked what their dad would do with the same 1 lakh rupees, the answers included saving money for the future or for their kid’s education. We received a great response to this video with 3 million views, 36K shares and over 600 comments.
In contrast to traditional advertising, vox pops are original. The real-life responses of people can often result in various emotions, both happy and sad. Vox pop videos can also increase engagement on other social media platforms such as Twitter and Facebook as people post their thoughts on the videos. The ability of vox pops to bring out so many emotions in people makes it a great form of advertising for many companies to help add value to their brand while spreading a positive message.
The Over-the-top (OTT) content is the next big thing in video content according to the report ‘Entertainment Goes Online’ published by the Boston Consulting Group. OTT is video content consumed over the internet as opposed to traditional media. The report states that the OTT market is estimated to become a $5 billion market by 2023. This shift in the market is a result of various elements such as the rising affluence in the country, an increase in the infiltration of data and smartphones into rural areas and the adoption of this data across numerous demographics in the market including older generations and women. In recent years, the OTT space in India has become incredibly competitive and is attracting various players with different business models such as Netflix and Amazon.
The study Entertainment Goes Online is a consumer survey report that aims to understand the reasons why consumers prefer OTT content over traditional forms of media. The results of the survey show that there is a demand for different forms of OTT like SVOD (subscription-based platforms), AVOD (advertising-based platforms) and TVOD (transaction-based platforms) where these models can not just co-exist but thrive as well. There are many reasons why OTT content has become so popular in India:
Thanks to the introduction of Reliance Jio, data has become more affordable and accessible to people all over India. Research has shown that after the introduction of Jio, the quarterly consumption of data has increased by tenfold with the growth driven primarily by the consumption of data on a mobile device. On-the-go data consumption is more efficient and the Reliance Jio has made this accessible for all thereby creating a large market for OTT consumption.
In the last 5 years, there has been a large growth in the usage of TVs and smartphones in India and it has become an integral part of everyone’s lives. There are 3 billion smartphones worldwide with 450+ million of them in the Indian market. Smart TVs have also become increasingly popular and do not require a setup box allowing consumers to watch content on the web, on a mobile app or on their Smart TVs.
Indians usually consumed video content on Youtube but the OTT market started off with content from local market players. With the entry of global companies such as Netflix and Amazon, Indian consumers are prepared to pay more for compelling content. The variety of content available on these platforms has led to the growth in viewership around the country which has fed into an increase in online video advertising as well. In India, the OTT content platform Hotstar has had a massive reach in the audience and a 10x growth since its launch in 2015. Till date, there have been 350Mn installs, 180 Mn monthly active users with each user spending 43 minutes on the platform each day.
India is witnessing a large shift in the income distribution in the country with an increase in its affluent population. This upward mobilisation and increased access to smartphones have led to greater online consumption via OTT. One of India’s major media platforms, Hotstar, gets 88% of its traffic from the age group of 18-34. Additionally, the availability of internet in rural parts of India has expanded the demand for OTT content. Research shows that by 2020 50% of internet users will be from rural areas in India. The favourable demographics create a large market for OTT to take off in India.
The study conducted by BCG identified three types of viewers in the Indian market:
By 2023, it is estimated that 48% of India’s internet users will be from rural parts. This will provide a largely untapped market for new OTT players who will have the opportunity to tap into rural markets that have access to the internet. ‘‘Indian content, including music, Bollywood content and cricket, have a large following in the Indian diaspora also. OTT players with Indian content have the potential to tap into this market too’”, said Gaurav Jindal, Principal at the Boston Consulting Group.
According to Kanchan Samtani, a Partner and Director at Boston Consulting Group, ‘one of the key insights in the study were that although OTTs use top-notch hero content to attract consumers, these customers do not stick on for long unless they are engaged by strong marketing efforts on the part of the OTT.’
Although the market for OTT companies is large, there is still a long way to go before the market catches up to its counterparts in the western world. The BCG report examines six ways OTT companies can penetrate the Indian market:
Many consumers today are faced with a choice of more than 30 OTT platforms that they consider to be mostly homogeneous. Many companies assume that consumers are rational and can decide which platform is right for them, but in reality, it is the duty of the companies to guide customers to their various choices and let them know how the platform can meet their entertainment needs.
The best way for OTT platforms to gain customers is to differentiate themselves from other companies. There are many companies that provide the same type of ‘hero’ content so in order to be successful OTT, companies need to create an identity for themselves and provide unique content. There are still numerous untapped ‘niches’ in the Indian market such as music and programs for kids. There is also a desire to view and listen to Bollywood music which is still a feature that is not available on most OTT platforms along with a lack of kid-specific content on the platforms.
Creating more content in a regional language that is more culturally specific is in demand among consumers in India. The vernacular content can help the OTT platform cover smaller segments such as news, religion or spiritual content. There is also a market for ‘relevant focused religious plays’ in various parts of the country. Therefore it is important for OTT companies to leverage this to their advantage and pick important markets and invest carefully. Additionally, focusing on regional content can help an OTT platform differentiate themselves from their competitors. The OTT platform Hotstar offers over 40K hours of regional programming. It is estimated that up to 40% of their users consume content in Tamil, Telugu, Bengali, Marathi and Malayalam.
Big data has become increasingly popular in recent years and it helps companies gain a competitive advantage in the market. Analysing data can help gain an understanding of consumer insights and the data analytics can help monetize the OTT platform.
OTT creates a large amount of data and it is vital for companies in the industry to understand where consumers come from and what they watch. This can help predict consumers interests moving forward so they can provide a service in the most cost-effective manner. Understanding customer interests at this granular level can help companies take their platform to the next level.
OTT companies need to create a currency to measure the impact of advertisers is synonymous with the value added. The currency is especially useful for AVOD models where the currency can help take a more holistic approach to the value and analyse the quantum, quality and segments. A common currency will also bring more acceptance among ad buyers which can help increase the number of OTT watchers.
Consumers demand a lot from online platforms and are often influenced by various touchpoints. OTT platform companies need to be able to understand and address their concerns on technology in an effective way in order to scale their business. The companies need to create a user-friendly platform to help build critical mass. This critical mass will help platforms improve their overall customer service experience across different devices.
There is a big opportunity in the over-the-top market in India. It is important for companies to scale their business and monetise this opportunity which can help result in significant gains. With the rise in the affordability and accessibility of platforms, there will be a lot of competition in this market and only a few companies may emerge victorious.
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.
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.”
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 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.