To mark its 10 year anniversary in India, YouTube hosted Brandcast 2018, an event to help marketers understand how Indians consume video content. Since it first launched in 2008, YouTube’s rising popularity has been inextricably linked with India’s own growth story, giving it a special understanding of the Indian internet audience. Today, around 225 million Indians actively use YouTube every month just through their mobile phone. This number is set to increase to 500 million by the year 2020. With such a rapidly expanding audience base, YouTube is becoming increasingly more important for brands to effectively leverage. Interestingly, YouTube’s reach is over 80% amongst the 55+ segment.
Brandcast 2018 provided invaluable insights into who is accessing YouTube, what content they are watching and how they are consuming it.
YouTube has become one of the most important platforms for brands to engage with their consumers. The most remarkable feature of YouTube is that ads here have a very high reach and a viewability rate of as high as 95%. The viewability rate refers to the number of audience members who have actually viewed the ad. YouTube’s audience is one of the most engaged across all platforms and is also the best way to create a brand story. Brandcast 2018 revealed how actively users consume content on YouTube:
Clearly, YouTube can be extremely effective for brands to capture the attention of their audiences. You can learn more about creating videos that rank on YouTube in our in-depth article: YouTube SEO Tips: The Secret Sauce to Ranking Your Videos in 2019.
Case Study: On1y #ForkTheBananaLeaf Campaign
The use of creativity and engaging content works very well on YouTube since audiences are more inclined to spend a long time viewing your video. For the #ForkTheBananaLeaf campaign, On1y created a funny, unusual video to advertise their brand and to keep their viewers engaged. On1y is a premium spice brand with a signature grinder to ensure you get maximum flavour. They chose to speak about their product USP in an unusual way and effectively use humour to capture the attention of their audience.
On1y wanted to steer away from the predictable storylines and advertise their product in a way that would increase brand recall among their audiences. To do this, they depicted a traditional South Indian wedding with the couple waiting to be served food on a banana leaf. However, instead of traditional South Indian food, they are served international dishes like pasta and pizza. While confused at first, they begin to love the food once they sprinkle seasonings by On1y over them. The idea of food with a twist was a unique play on the ‘twist’ of the grinder that is one of On1y’s biggest USPs.
This video worked phenomenally well for On1y and went viral in a very short time. The overall reach for the video was over 10,000,000, the total views on YouTube were over 480,000. Capitalising on the huge success of the video, they also release a ‘Behind the Scenes’ video which also garnered a high number of views. This clearly showed that audiences were so engaged by the original video that they were willing to watch the second video about the same product.
YouTube has a number of different features and advertising options to help brands achieve their business goals.
Bumper Ads: 6-second videos which can increase brand reach
TrueView: In-stream ads which play when a viewer is watching another video
Video Ads Sequencing: A customised video funnel brands can create to take viewers through a journey
Director’s Mix: Make different versions of background copy on the same video based on various parameters of the target audience.
These tools allow brands to increase brand awareness, brand recall, physical store visits and ultimately, sales.
Influencer marketing has emerged as one of the most effective strategies brands can use to build brand awareness and credibility. India has witnessed a growing number of powerful influencers in many different categories. Many of the biggest influencers today across all categories can be found on YouTube. From just 16 YouTube channels in India with over a million subscribers in 2014, there are now 300 channels. Indians today are using YouTube as a way to gain more information, rather than just for entertainment. They turn to YouTube influencers they trust to provide them with reviews, tips and tutorials. The Brandcast 2018 event revealed very important figures about how powerful influencers on YouTube really are.
These numbers prove that YouTube is an indispensable platform for brands trying to widen their consumer base.
The biggest avenue for growth is going to be regional audiences in tier 2 and tier 3 cities in India. While English-speaking audiences have almost peaked, regional language users online are only going to grow from here. Access to the affordable high-speed internet as well as the availability of low-cost smartphones has made the internet more accessible than ever before. Brandcast 2018 also revealed figures which prove that multilingual marketing is going to be becoming increasingly important for brands.
It has almost become a necessity for brands to explore regional language content in their marking strategy.
At Social Beat, we have witnessed first-hand the power of regional content on YouTube. For the ‘Good Netizen Good Citizen’ campaign by the Murugappa Group, we conceptualised ideas for a video that would resonate with their audience base. As they are based out of Tamil Nadu, their target audience would be able to better understand and relate to Tamil language content.
The goal of the video was to effectively utilise humour to spread a message about responsible sharing on the internet and to be a good ‘netizen’. They created funny, yet thought-provoking series of videos on internet etiquette. From a young woman who over-shares every mundane detail of her life with strangers to the way Whatsapp rumours are spread, these informative videos are aimed at raising social awareness on the responsible use of social media and the Internet.
These Tamil videos performed incredibly well on YouTube with one of the videos even getting over 570,000 views. Users also actively engaged with the video, leaving comments and sharing it on various social media platforms. Undoubtedly, the fact that the video was in Tamil, played a very important role in the fact that it went viral. You can watch the entire series of the Good Netizen Good Citizen videos here.
According to the latest numbers, Tamil is currently the most used regional language in India among internet users with 42, while Hindi follows with 39 percent. Clearly, unless brands incorporate a strong regional language strategy in their marketing, they will be unable to engage with India’s next billion internet users.
YouTube is one of the biggest platforms for brands to reach out to their consumers. As its reach in India continues to grow, brands will need to learn how to effectively utilise it to grow their presence.