India has 230 million active social media users. This makes social media marketing a key part of the overall digital marketing strategy. In this post, we will show you how you can use social media marketing in India to attract your target audience.
In this blog post, we will cover:
- Strategy for Social Media Marketing in India
- Tactics for Social Media Marketing in India
Strategy for Social Media Marketing in India
To attract your target audience, you need to follow the following 4 strategies
Create quality content
Every social media platform wants users to be on their platform for a long time. To make this possible, they work hard to create a delightful user experience. As a result, their algorithm discourages irrelevant content.
So, you have to understand your target audience and produce content which they find meaningful and valuable. If people find your content meaningful they are more likely to engage with it by liking, commenting and sharing. Algorithms will take a note of these activities and will help you reach out to more number of people.
Unfortunately, marketers don’t understand this. A majority of marketers are still using social media platforms for sales and promotional messages. By the end of this blog, I hope you will learn how to create better posts to attract your target audience.
A piece of content you posted on social media won’t last forever. For instance, a Facebook post will last for only 5 hours (on an average). To clarify, if you post an image on Facebook at 12:00 PM, then Facebook will show your post in the newsfeed of your followers who are online from 12:00 PM to 5:00 PM.
Check out the image below to know how long your content will last on each social media platform*.
*These are average numbers. Actual life of content may vary.
You can use this image to plan your content creation. For instance, if you are planning to use LinkedIn to attract your target audience, you should plan on posting at least one piece of content in 24 hours.
If you post more than these suggested numbers, your target audience will find you even more valuable. In other words, more content will attract people more.
Quality vs. Quantity
At this point, you know that creating quality content is good for your business. You also know that the more you post the better it is. Now, you might be thinking that doing both of these together is difficult or you may need a team to do these. But it is not that difficult. If you have a team its good, but even if you are working single-handedly on this, it is entirely doable. We’ll tell you how in the following two steps:
First, you or your team have to understand what you are good at or what you like. It can be writing, graphic designing, Podcasting or video making. Now create content based on this.
- Writers and authors can start a blog.
- Artists and designers can create cartoons, memes or pictures.
- Orators and speakers can start a podcast.
- Actors, vloggers, and public speakers can start a YouTube channel or go live on Facebook and Instagram to attract their audience.
If you are not good at any of these, don’t worry most people are not. Start with something you are comfortable with. Always remember, “Journey of a thousand miles begins with a single step”.
With the successful execution of the first step, you will slowly start creating quality content.
In the second step, repurpose your content so that you can share them on different social media channels.
For instance, if you have written a blog article, you can summarize the article and share it on LinkedIn. Then, you can extracts quotes from your blog and share them on twitter. You can share images with quotes on Instagram as well. You can also share real-world examples and analogies on Facebook and Instagram stories.
This is how you balance quality and quantity.
This approach also helps you in finding out what your audience finds valuable. Thus, helping you create content based on data and not your subjective opinion. Thus, quality and quantity both are important.
Every platform is different
Instagram is great for sharing pictures; YouTube is great for sharing videos. Different type of content works well on different platforms. If you haven’t started with social media marketing, you have to find out which one is the best for you.
But do not rule out other platforms after selecting your favourite one. The right approach is to spend 80% of your efforts on the platform which works for you and 20% on all the other platforms. With this approach, you make sure that your business is not affected even if your favourite platform limits your reach with an algorithm update.
In the next section, we will discuss how you can use different social media channels effectively to attract your target audience.
Tactics for Social media marketing in India
Facebook is a platform with the highest number of users. You can create high-quality content here and invite people to like your page. So, whenever you post something, it will be delivered to their news feed.
You can also use ads to promote your page and increase your audience.
Let’s understand more about Facebook with the following example.
Check out one of Fevicols’ Facebook post:
This simple image performed well and generated a lot of engagement on the post.
But, you must be thinking why Fevicol (an adhesive manufacturer) is posting about Doordarshan (a TV channel)?
Fevicols’ target audience is Indian consumers. And, Doordarshan is the first TV channel in India. So, most people get nostalgic when they look at this post. Moreover, you can look at the comment “Purane dino ki yaadien” which proves that their content is engaging and people love it.
This post humanizes the brand. It shows that Fevicol is a company which understands its audience.
Check out another post from Fevicol.
This post is funny and creative. It also shows how good the product is.
On the other hand, companies such as Oyo are posting content like this:
In this post, Oyo is trying to promote 3 things at the same time their hotel booking services, Oyo app and SBI credit card. Users do not like such posts. As a result, this post received 8 times less post engagement compared to Fevicols’ post even when Oyo has 8 times more likes on its Facebook page.
Thus, having more followers is not enough to attract your target audience. You have to consistently post engaging content.
Instagram is a lot like facebook. However, it is a more visual platform. It started as a photo-sharing app and thus focusses primarily on images. That is why image comes before text here.
Also, Instagram is a closed platform. So, you cannot put a link in your Instagram posts to drive traffic to your website. It’s a good feature for the platform but not good for marketers.
Check out the Instagram post from Olacabs:
Ola is a taxi booking app. So, its target audience is travellers. Here, you can see that the post is made for travellers.
Twitter is a platform which enjoys the highest engagement rate when compared to other platforms. So, twitter is not the platform for pushing out your content, but it’s for engaging with your followers.
The algorithm of this platform is also designed to increase your reach when users find your content meaningful. To clarify, 100 highly engaged followers are much better than 10000 uninterested followers.
Check out Zomato’s tweet below that sparked a viral trend.
This tweet is promoting home-made food. It was shocking because it’s coming from Zomato, a food delivery company.
Their followers were also confused at first and started trolling them:
But, the tweet went viral and other brands starting following this trend.
YouTube promoted sleeping instead of watching YouTube.
Amazon prime promoted watching TV instead of their online streaming service.
BookMyShow promoted booking tickets from theatre instead of using their services.
Pinterest is a mix of Google and Facebook. It’s like Google because most people are going to view your content through search and it’s like Facebook because it serves results based on its user’s interest. Thus, a Pinterest search for the same keywords will display different results for different users.
The average life of a Pinterest post is 3 months which is the best you can get. Thus, a single post can attract your target audience for 3 months.
Pinterest is considered a platform for introverts. The type of content which works best for Pinterest is infographics, guides, and tutorials. So, you have to create content like this:
LinkedIn is popular for its organic reach. The only condition is that you have to create professional content.
LinkedIn is different than other social media platforms in 3 ways:
- Unlike other platforms, long-form content performs well on LinkedIn. But, sharing a blog post directly on LinkedIn will not give you a good reach. Instead, publish a LinkedIn article summarizing the blog and then urge users to go to the blog to know more.
- The life of content is 24 hours, so you do not have to care about volume.
- Video content is performing well on LinkedIn. Unlike all the other platforms, sharing a YouTube link of your videos on LinkedIn will not hamper your visibility.
Unlike Instagram, you can share someone else’s posts. This makes content creation easier for you. But, you have to select the content carefully before sharing it with your followers.
Share content which makes you a thought leader in the following three spaces:
- Industry thought leader: Share your perspective on news and trends
- Organisational thought leader: Share the vision and core values of the company
- Product thought leader: Share content cantered on being the best solution for your customers
Let’s see how Tata Consultancy Services (TCS) is using LinkedIn to become a thought leader in their industry.
This might not seem very attractive to you but, TCS is a B2B customer services provider and these posts are perfect for attracting their target audience. This post shows how TCS has collaborated with Infineon to improve customer experience. TCS’s LinkedIn page is filled with such posts.
This post shows how TCS used their product “ignio” to help their client during the holiday season.
Now, check out the following post from Tata capital.
This is a great post because it shows that TATA capital provides better customer services compared to loan agents.
On the other hand, check out this post from Capital First where they have promised how they will only share the company’s updates on their page.
What’s wrong with sharing just your company updates is that your customer does not care about what’s happening in your company. If you are not helping them in solving their problem they will not find your posts meaningful.
The life of a video on YouTube is 3 months. This fact alone should be tempting enough for you to start creating YouTube videos.
The most popular approach to YouTube marketing is creating educational or entertaining videos to attract your target audience.
To understand more about YouTube, let’s consider Patanjali – an FMCG company.
Baba Ramdev is the face of Patanjali. He has been running his Yoga shows to educate Indians for almost a decade. This makes him perfect for attracting a health-conscious audience.
On Patanjali’s YouTube channel, he uploads videos to increase the awareness of the people against harmful chemicals used in FMCG products. Then, he shows people how they can make the same products at home. Finally, he suggests buying his product if they can’t make it on their own.
They have used the same type of videos to create TV commercials. These simple videos worked so well that Patanjali is now one of the top 10 most influential brands in the country.
To earn their customer’s trust, they have also created videos on “how to test the quality of a product?” and “how these products are made inside Patanjali’s factory”
On the other hand, some brands have entirely given up on YouTube. For instance, Zomato is uploading irrelevant videos on their channel. Check out the video below.
Here, Zomato which is operating primarily in India is uploading its Istanbul Ad:
And it’s not just one video, their channel is filled with irrelevant videos.
In conclusion, we’d like to say that social media marketing has the potential to take your business to the next level of success. Start using it as soon as possible.
Thank you for reading.
We have tried our best to help you with attracting your target audience using social media marketing. But, we can be wrong. If you find something contradictory, please let us know in the comments.
Social media marketing strategy is a part of the overall digital marketing strategy. If you want to learn about complete digital marketing strategy please read this blog post: Digital Marketing in India: Strategy and Tactics.
Also, if you would like to collaborate for anything at all, don’t hesitate to reach out.