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.
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.
YouTube might have initially been conceptualised as a platform for users to upload and share videos with friends, but today it has evolved into the second largest search engine in the world. This platform has also been quickly gaining popularity among the Indian internet audience. At the YouTube Brandcast 2018, it was revealed that an incredible 225 million Indians are actively using YouTube every month. Clearly, brands cannot afford to ignore the immense reach YouTube offers them.
To take advantage of this, Social Beat collaborated with our client, Sundaram Mutual to leverage a ‘masthead’ ad to introduce their new fund. This strategy achieved unprecedented results for our client, proving that it’s time for brands to shift to YouTube ads from traditional advertising.
Mastheads ads are one of the fastest ways for brands to garner high views and build awareness among viewers. These videos are displayed at the top of the YouTube homepage for the entire day. Because of this, any viewer going onto the platform will be able to see the video. By creating compelling video content that converts, these ads can even be an important tool to generate leads.
Sundaram Mutual is an asset management company with over 20 years of experience in fund management. The company’s biggest differentiator is their strong customer base, built on a foundation of sustained outperformance in the mid-cap space. In keeping with this philosophy, Sundaram Mutual was launching an open-ended equity scheme for which they wanted to generate awareness in a very short period of time. With the reach that digital marketing for finance can provide, YouTube was the obvious choice to help them achieve their objective.
Because of the nature of the product, the target audience was very wide. The primary age group targeted was been 25-55 and included individuals from tier 1, 2 and 3 regions of India. Since the target audience was broad, a masthead ad would be the most effective tool to reach out to them and generate awareness almost overnight.
Masthead ads are charged on a daily basis, so we had to make the most of the 24 hours we had at our disposal. To do this, we ran the campaign during the weekend to achieve maximum viewership. For the entirety of that day, all individuals who visited YouTube, either through the mobile app or through the desktop version, would see the masthead ad at the top of the page.
This approach would help us gain video views, increase the subscriber base and drive traffic to the website.
Our 20-second masthead ad surpassed our expectations, delivering incredible results for Sundaram Mutual. In the 24 hours that the masthead ad was live, Sundaram Mutual’s subscriber base went from just 363 to a whopping 56,000! Currently, the number of subscribers has increased even further, standing at 57,000+. The video also garnered 14 million video views in the 24 hour period.
These unprecedented results only strengthen the fact that brands need to have a digital-first marketing strategy. Through targeted marketing options and easy trackability of results, YouTube can help your brand scale new heights. Do reach out to us to learn more about our Video Marketing services.
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.
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:
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.
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:
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.
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.
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.
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.
Consumers are spoilt for choices across multi-devices and multi-channels, thus making sales competitive for marketers. As consumers become more and more digitally sound, marketers constantly feel the need to evolve and source new ways to reach their relevant audience to drive long-term online sales. This has lead marketers to venture out and capitalise on brand and product videos along with text and display ads. Here is an ultimate guide on how to advertise on YouTube, types of ad formats, the best way to optimise and measure results for your campaigns.
Videos are entertaining, engaging and help increase customer retention. Do see our guide on videos can help in content marketing and in engaging with your customers.
As per Google, there are only two things users do more than watch video: sleep & work. Every day, people spend hundreds of millions of hours on YouTube and generate billions of views. Users consume videos to feel the rush, laugh, connect and learn. The youth, younger generation and savvy users are on YouTube most of the times through their mobiles, thus making this channel the most preferred media mix on the go. Studies also claim, 42% use YouTube for pre-purchase research and 64% buy products after watching a video on YouTube, making videos the future of entertainment and online marketing.
YouTube, being the second largest search engines is a powerful media mix to retain old customers, gain new customers and engage savvy customers through video content.
YouTube is also a community-driven social media channel that values genuine content and meaningful engagement with real people and stories. To get the most out of YouTube, the video content and ads need to build a relationship with YouTube users above and beyond the traditional advertiser-customer relationship.
Since consumers purchase decisions are influenced by the video content, promoting content with advertising messages can make it difficult to increase viewer engagement with the brand.
Videos that are light, fun, humorous, emotional, real and true make it through the consumer’s heart and mind. To know more about how to capitalise on online video and how YouTube can play a bigger role, get hooked on this blog for some more time. Do have a look at some of our work with the Murugappa Madras Song to get a sense of it.
To advertise on YouTube, there are several video ad formats and each offers a unique opportunity to attract consumers and achieve goals. Before making an ad, it is prudent to have a clear marketing goal and know the audience to reach them in the most cost effective way.
Skippable ads are designed to capture the attention of the relevant audience in the first five seconds of the video. After five seconds, the audiences are given a skip button, to skip the ad and continue watching their initially selected video. These are an excellent way to increase visibility on a Cost Per View as YouTube charges only after the ad is watched for 30 seconds and more. Skippable YouTube Ads appear on YouTube watch pages right before, during and after other videos and to top it all, gives free visibility for first few seconds. These ads contain a call-to-action button that often links to a landing page.
Skippable ads work best for branding and often have a lower conversion rate. Although these ads are best for people who view similar content on YouTube, avoid targeting by keywords as this could significantly limit the frequency of the ads. To keep viewers from skipping the ads, create an engaging video that can grab the viewer by their collar within the first five seconds.
They are similar to In-Stream Video Ads, but viewers do not have the option to skip the ads. The ads usually play for 15 – 20 seconds and up to 30 seconds. Non-Skippable YouTube Ads also appear on YouTube watch pages right before, during and after other videos and viewers have to view the entire advertisement. They work best when videos are short, simple and showcase good offers.
Bumper Ad formats are designed to increase brand awareness and impressions and reach a wider audience. They are usually non-skippable short video format of six seconds or shorter and plays before, during or after another video. Advertisers are charged on impressions (cost-per-thousand-impressions).
These ads appear at the top right of the YouTube search results page and to the right of the feature videos. They also appear below the player (for larger players) and are meant to capture the attention of the viewers while watching other videos. They blend with organic listings. They have a thumbnail image with a short text, and the advertisers are charged when the viewer chooses to click the thumbnail and watch the ad.
The images on the thumbnails make first impressions and need to provoke the viewers to click and watch further. Choose the video still that highlights the content the best. Also, try and match the image to the content in the promotional text or keywords
Display Ads are best suited to increase subscribers rather than directing them to the landing page.
As the name suggests, these ads are semi-transparent and appear on the lower 20% portion of the watch video space on YouTube. Link the call-to-action to the relevant landing pages as these ads have a higher chance of lead conversion.
With these ad formats, advertisers can advertise their ad inside the videos of their competitors. Overlay ads work well as they get more views without causing interruptions.
Try these tips to optimise your YouTube Videos and keep your viewers engaged for long: -
Link AdWords and YouTube to allow both the networks to work together and provide deeper insights like click and engagement performance, reach and frequency, video viewership and other advanced data and reports.
Hook viewers in 5 seconds. Create an engaging video content to elevate your customer’s video experience to get more viewer engagement.
Clearly, communicate the brand/service and provide a strong call-to-action button to guide the viewers to the next process i.e. make a purchase, visit a landing page, subscribe, like, share, comment and so on. Having a clear call-to-action within the ad helps direct traffic from the ads to your YouTube brands channel or website with additional video content
Deliver the most relevant message when the video begins, so the audience gets the crux of the video content, in case viewers plan to skip the ads after five seconds.
The demographics and other details help to create venturing into a new platform.
YouTube uses playtime or watchtime a factor in the algorithm to suggest videos and creating playlists can be used to boost the overall playtime for your videos. When the next video automatically starts playing at the end of the first video, there is a higher probability of keeping the viewer longer on your page.
YouTube has a feature to Create “Subscription Links” that asks the visitors who click on the link to subscribe to the channel before playing the video. This can help gain more subscribers for the channel, thereby boosting the long-term reach & engagement. This Is How Many Brands Have Grown Their Subscriber Base.
As they say, any publicity is good publicity. While you receive comments and critics, it is also important to respond to the viewers.
YouTube has a potential to reach a vast audience. YouTube is the world's second most-used search engine and the third most visited site after Google and Facebook. It has a total of 1.3 billion users and 300 hours of new video is uploaded every minute.
By Targeting video ads on YouTube, advertisers can reach relevant customers at the spur of the moment, just when they are interested in a particular product or service. YouTube’s varieties of targeting options help reach the right customers when it matters.
Advertisers can use contextual placements to show ads on specific videos, channels or websites – places that attract audiences with high conversion potential. Advertisers can also target by keywords, interests, placements, remarketing lists, location and demographics – age, gender, and parental status.
Advertisers can also place their ads on your competitors’ videos and steal leads from right under their noses.
It is not only the volume of users that make advertising on YouTube so interesting, but also the nature of the platform and how audience interact with videos and the brands.
The cost of making the video depends on the subject, message, length of the video, the kind of the video and depends on from one brand to another. Here is a guide on how your brand can create low cost videos. But advertising on video can be completely controlled and measured. An advertiser can spend as per his/her convenience and only pays when someone engages with the video ad or watches the video for 30 seconds and more. There are also other ways to optimise your Adwords and YouTube campaigns.
YouTube's easy to use in-built analytics helps advertisers monitor the performance of the video ads and channels. Data's like demographics, watch time and traffic sources help the advertisers to optimise the campaigns further. Advertisers can make adjustments to the ads at any time and also are free to run multiple ads at once to see which works best.
Google AdWords also provides certain key metrics to analyse the ad performances in detail. Want to increase leads and multiply your revenue? Log into AdWords account, click on the add new campaigns, select online video and start creating your campaigns. Remember the call-to-action button must make viewers click the ads and optimising the video ads is the key to better results.
Get started and leave comments in case you have any queries.
Who doesn’t love a good story? We, humans are inherent suckers for good stories. They make us feel happy, sad, motivated, joyous, angry and the way they touch us and impact our thoughts, nothing else can. There is a reason why we spend hours binge-watching series, or why we watch movies or bury ourselves in books. All of these mediums have one thing in common – stories! It’s all around us.
Storytelling is a very powerful communication tool and is probably the best way to build a brand. Brands that have made a mark and who stand apart today have been successful in telling their stories in the most unique manner. There is also an art to storytelling and when done right it can help you get exceptionally good results!
We are all aware of the classic ways of storytelling through words and images. Today, however, the trend has shifted towards videos. This holds true especially when applied to digital marketing. Videos are more powerful than simple imagery and are super illustrative; they are also easily memorable and allow creating a stronger bond between the brand and the audience.
Videos in digital marketing can prove to be extremely powerful & worthwhile for both brands and consumers. A lot of effort goes into conceptualizing & producing a video and it can prove to be quite costly. But today, there are a lot of ways in which you can create good quality videos with a low budget.
1. Opt for short videos to convey your message – Short videos go well with our hectic lives and concise attention spans. Also 70% of the smartphone users are consuming content via their mobile devices while they’re on the go, thus, the crisper & briefer the content, the better it is. Youtube is not the only video-embracing platform available online. There is no dearth of video-centric platforms and 90% of these platforms are famous for hosting short-form videos. Instagram, Vine and many other channels today host videos including Facebook & Twitter. The world’s first Instagram trailer was released back in 2013 for the movie Jobs which was a 15 second packed video with dramatic music, slow-motion shots of Ashton Kutcher reciting inspiring dialogs about eccentric, misfit rebels. It's almost like the first full theatrical trailer for the movie, except shorter.
Creating short-form videos is all about how creative you can get in less than a minute. These videos are streamed to viewers on a range of platforms that increases the reach exponentially. They are also far more successful and have wider reach because they are “snackable” in nature and easier to consume and producing them costs far lesser than creating a long video.
2. Smartphones are the best chattels–It’s not necessary to film a video with the help of high-end equipment & lights. Your best asset is in your pocket – your smartphone. As a brand, it might come across as a ridiculous idea but it actually is a very cost-effective & quick way of creating videos. It is not necessary to get engulfed in creating huge budget videos. You can convey your story through an excellent video shot on your smartphone or tablet (of course with a good quality camera)
3. Your script is paramount –The script plays a huge role in the video as well. The content should be clear and precise with no ambiguity. The video holds no power if the visuals are perfect and the content is lacking. Both are of great importance. Thus, make sure you get your script right first. If you choose to outsource the production of a video inclusive of the conceptualization, it will cost you a substantial amount of money. However, if you decide to prepare the script beforehand then it might save you time & money. There are also affordable marketplaces from where you can subcontract video productions and these come at a remarkably low cost.
4. Affordable online marketplaces – The internet is a great place to find the solution for your woes, and this case is no different. There are some really affordable marketplaces like Fiverr.com that has professionals from all over the world who can help create the video of your choice at really affordable prices starting from 5$. All you have to do is describe how you want your video to be and they’ll get it done for you within a matter of 24-48 hours. The system is commendable and you get what you seek for at really good rates.
5. DIY Videos – However, if you do not wish you outsource your videos then there is also an option to create your own videos with readily available online tools. Even beginners can create videos like a pro! Example of such websites include Videoscribe, Animoto, Sparkol. With Videoscribe and Sparkol you can create amazing whiteboard style animation videos. Animoto is inclined towards servicing users who are looking for a really simple way to create a video. All you need to do is select images and upload them with soundtracks provided by the tool.
With these tips, you can surely make the right impression with your videos. To make an amazing video all you need is an idea, a good script and the right tools. Gone are the days where we had to buy expensive video equipment! With the development of technology, you can create the perfect video for your brand at an affordable rate!
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.