What is UGC? If you are a social media marketer who likes to be on top of the latest trends at all times, you have surely heard of user generated content. Such content is a powerful marketing tool to boost user engagement on social media and influence purchase decisions (in case of 90% users, in fact). The biggest reason is that, content generated by users are trusted more by other users rather than the claims made by brands. So, it’s no wonder that ads involving UGC witness 5 times higher click-through rates as well, compared to those without UGC. And when UGC meets Instagram, the concoction is truly powerful. Need proof? Starbuck’s UGC post on Instagram was preferred by 61% users compared to its branded post that was liked by 39%. Now, pair this fact with the following statistics to understand why Instagram is the perfect social media platform to leverage the power of user generated content marketing: Over 1 billion monthly active users. More than 60% users check the app once every day, at least. Every month, more than 130 million users interact with shopping posts. Conversion rate of posts containing UGC is 4.5% higher than those without UGC. So, it is easy to see why promoting UGC on Instagram is wise and can help you build deeper relationships with consumers, encouraging them to buy from you. If you too wish to use consumer generated content for your Instagram marketing strategy like some of the top brands in the world, first understand why user generated content is so powerful. Also Read: Social Media Style Guide – What is It & How to Create One? Why does UGC work so well on Instagram? Establishes authenticity – Did you know that consumer are more than twice likely to consider UGC content as genuine compared to what brands create? When real people are shown using or loving your brand or products, it will be easier for others to jump on the bandwagon. For instance, here is an adorable UGC post by Warby Parker, featuring a baby wearing its glasses! Just look at the number of likes it earned. Requires less spending – Unlike ads or fancy visuals, UGC content doesn’t require you to spend much. You simply need to request customers to share authentic content that shows them using your product or service. Even if you offer incentives like promo codes or discounts, it will cost you less than paid marketing. Also Read:- How to Edit SocialMedia Posts? Boosts trust – 70% people trust consumer reviews they see online before deciding to buy something. What does this mean? People trust other people when it comes to trusting a brand. Hence, UGC is a great way to earn customer trust on Instagram, as this Glossier post shows. Viewers can easily imagine how the lip gloss will look on them. Ignites desire for your brand – Here is one of the best user generated content examples that show how you can inspire serious wanderlust in viewers. This Instagram post from Destination British Columbia sparks desire for the brand or its image! Since the content is generated by actual tourists, the authenticity seals the deal. Encourages loyalty, community feeling and aspirations – By getting multiple customers to share their product or brand experience through images or videos, you can promote a feeling of oneness on your Instagram. Equiboodle does this very well, for instance. Such UGC posts inspire aspirations in others and boost the loyalty of existing customers. How to generate and use UGC content on Instagram? If you are wondering how to start sourcing user generated content, the good news is that Instagram offers you plenty of creative yet simple options. Here are the best methods: Just ask for it – Simply posting a question can motivate your followers to share posts that show them using your product. They will not only tag you, but also feel valued for being featured. Check out American Eagle’s direct and minimalistic approach here. Go for a unique hashtag trend – Come up with a unique hashtag that grabs eyeballs quickly and ask followers to share images or videos that show how they are using your product to match the hashtag. The hashtag should go well with your brand image or voice. Make sure you promote the campaign via emails, your website, and even YouTube videos, so that people know which hashtag to use while building their story around your brand or product. Starbuck’s #redcupcontest is a cool example. Seek help from micro-influencers – Even if you are a small business, you can try and find micro-influencers who are willing to share content based on your products or services. For instance, if you run a small but exclusive bakery, reach out to a well-known food blogger in your area to showcase your goodies. Or, if you are a real estate agent, contact clients you have helped to sell homes, and request them to share their experiences. Offering incentives like discounts on the next purchase, free products or a free consulting session might do the trick. Here is an awesome user generated content example for this. How about a contest – A caption, design or photo contest can do wonders for your Instagram marketing strategy. Keep it simple so that most of your followers feel driven to participate and share content. Check out how this contest grabs attention by promising a GoPro camera to the winner. The hashtag is crisp and the text at the bottom clearly states the steps of the contest. More tips to use UGC on Instagram Apart from using the UGC Instagram content that the above tips generate, here are some other things you can do. Also remember that users who create the content will tag you on Instagram or allow you to share their contribution in your Instagram stories. Here is a look at the different ways in which top brands share their UGC: Reshare genuine and positive content – If real people
Category: Social Media
10 Super Creative Instagram Accounts that Are Really Kicking It
Be it a brand like Old Spice or Haldiram’s, or a celebrity like Priyanka Chopra or Cristiano Ronaldo, everything (and everyone) is on Instagram these days. And, why not? With about a billion active monthly users to boast of, Instagram is the perfect social media channel for businesses and people to connect with the target audience, inspire them to follow and buy, and tell others. But which are the ones that are really kicking it out there on Insta? Which are the grams which are a must-follow? Which are the accounts which really publish amazing content? We know how everyone loves a quick list and so we spent some time researching and putting out this list of 10 super-creative Instagram accounts that are really inspiring. This should also get you loads of ideas for your own (or your brand’s) Instagram page. So, let’s get going. 1. Personal Care: Old Spice Known globally for its amazing range of men’s grooming products, Old Spice has upped its Instagram game by using humor, environment, diversity and retro vibes for engagement and promotion. They have managed to loop in celebrities like Kevin Hart recently to take their strategy up a notch. This post on how their Sweat Defense keeps men as dry as the desert has caught attention with the great visual and creative text. 2. Food: Haldiram’s A giant in the Indian sweets and snacks industry, Haldiram’swas founded in 1937, but it has kept up with the times brilliantly. Its Instagram account is progressive, witty, colorful and yummy too. This post for instance says how your gender shouldn’t dictate the work you do. You will also come across enticing images of roadside snacks like paanipuri, packaged nuts with a pistachio saying “Crack me up” and even the funny use of mathematical symbols like the pi. 3. Travel Photography: Navaneeth Unnikrishnan For those who are bitten by the travel bug, Navaneeth Unnikrishnan’s Instagram account will brighten up your mood instantly. From the tropical lushness of Malaysia and Borneo to the chilly landscapes of Iceland to the spiritual beauty of Spiti Valley, Navaneeth has travelled far and wide and captured stunning images that inspire you to hit the road. Beautiful historical places, open roads, stark winters, marine life and even automotives are the subjects of his photographic pursuit. The above post, captured in Italy, celebrates the glory of sunrises. 4. Sports: Cristiano Ronaldo Unless you have been living under a rock, there is no way you have missed this world-famous Portuguese footballer’s shots, his Golden Ball wins (5 times), his dedication towards fitness and his good looks of course! And he is a winner when it comes to Instagram too, with 227 million followers and inspiring images from his workout sessions and matches. His social media activities proclaim his love for his family and beautiful places too. The above post is a clever branding in partnership with CLEAR hair care brand, as Ronaldo emphasizes how a “clear head” is necessary to make a strong comeback. 5. Nature / Wildlife: stevewinterphoto If you start looking at nature or wildlife accounts, many thoughts will cross your mind -the endless transcendence of nature, the beauty of life in all forms, and the people who have the privilege of photographing the same. There is simply too much beauty in the moment out there to pick favorites. Even then, our pick for wildlife photography goes to @stevewinterphoto who is a conservation photojournalist. Steve’s photos are not just about the imagery but about his experience and sheer love for the art. He has been chased by rhinos, stalked by Jaguars, trapped in quicksand and survived at freezing temperatures – all to get that shot he really wanted. And he actually cares about nature and its creatures, spreading awareness about unkind practices, as this post reveals. 6. Celebrity: Priyanka Chopra Beauty with brains, PeeCee has not only made it big in Bollywood, but has also shattered any glass ceiling that was ever there in Hollywood. Be it her movies, her songs, her Padma Shri win, or her marriage to Nick Jonas, Priyanka Chopra has always been in the news! Her funky and stylish Instagram account speaks volumes about her passions, loved ones, confidence, progressive views, and whatever she endorses. The above post is a citrusy and refreshing one that not only promotes her partnership with Bon & Viv Spiked Seltzer, but also her love for everything healthy. 7. NGO / Cause: Wildlife SOS This non-profit organization enjoys presence in USA and UK too, besides India, and is popularly known for bringing the cruel practice of “dancing bears” to an end. While rehabilitating such bears was their initial objective, today, they have extended a helping hand to many other animals in distress. Their Instagram account is flooded with heartening pictures of elephants, tigers, monkeys, crocodiles and common and rare birds, to inspire thoughtfulness and kindness. Their recent Father’s Day post featuring a caregiver with a baby monkey has beautifully highlighted the pure and selfless connection between the two. 8. Fashion: House of Masaba Instagram is the perfect platform for fashion brands and bloggers to flaunt their creations, ideas and exclusivity. And House of Masabaunderstands that really well. This Indian label is the brainchild of Masaba Gupta, and thanks to her Caribbean connection, she has done a wonderful job of featuring quirky prints, bold hues and trendy designs on her account. From ethnic and contemporary to fusion, this Instagram account brims with life and innovation. A video depicting the perfect COVID-ready combo of a chic shirt and matching mask has already created a buzz online. 9. Shopping: Sugarbox_india As a social media platform, Instagram is a shopper’s delight indeed. That’s because you can buy what you see. If it catches your eye for good, you can get it for a price. With close to 99k followers, @Sugarbox_india will send you a box
Social Media Management: Strategies During Times of Crisis
As the reality of #StayHome and #Lockdown loomed large, brands had to think fast to ensure they remained relevant to the coronavirus’ impact on social media. The regular messaging would not work. Anyone who tried to sellor promote—or sounded like an opportunist—received a backlash. Strategies changed overnight, and now, we are living in a new era of social. Here are the big strategies in social media crisis management that have been appreciated by users: 1. ‘We are there for you’ One of the key stances that brands had to put out on social media during the corona crisis is that they would stick by their customers to resolve issues. Travel continues to be one of the most affected sectors because of COVID-19. As reality dawned that summer (and probably, winter) travel plans would take a hit, customers started cancelling trips. Some travel brands were prompt to share updates, others took a bit more time. But most eventually stated that they were accepting all cancellations, and that refunds would be processed as per regulations. This interval was seen as a time to gain trust and loyalty. To show that in times of crisis, customers still came first, and that brands were ready to push their own issues aside to ensure that customer problems had standard procedures to be dealt with. We also saw many CEOs share hopeful messages via their companies’ social channels (and also on e-mail) about business continuity plans, and what their company strategies would be for the next few months. 2. ‘We are doing our bit to get the word out’ In the initial days of the virus, there was a lot of confusion on what steps to follow and precautions to take. People turned to their social feeds for news, and many brands stepped up to meet this demand and educate their audiences on maintaining hygiene and the best practices to emulate. Once #SocialDistancing and #StayHome became a reality, brands started doing their bit to ensure these ideas were adequately promoted. A spark of innovationcoursed through several brands, as they recreated social distancing with their logos. McDonald’s, Zomato and Swiggy all sent out messages that they could offer ‘contactless’ delivery. As a stroke of mischievous inspiration, students from the Miami Ad School created a fake Netflix campaign using outdoor advertising. They innovatively put out spoilers of their favourite shows on signs and billboards,declaring that avoiding them should be a great reason to #StayHome. 3. ‘We can still connect with you innovatively’ Customers and prospects were staying home and working from home. Lots of extra work, some free time, some boredom and kids to handle. Brands decided to chip in with help. From online quizzes and puzzles,to new recipes and things-to-do lists, to 101 ideas to keep children engaged, to how to spend all this quality time with family—brands have devised ongoing ways to engage with their customers. Several publishing houses and universities even released books and comics across genres to revive the love for reading. Brands not only shared ideas, but also asked customers to share what they were doing. The inflow of user-generated content (UGC) became an inspiration for many to share their photos and express solidarity. 4. ‘You can learn’ Online learning suddenly emerged as a top activity. Whether it is upskilling courses or hobby classes, education brands are vying for your attention. You can learn to draw, paint, dance, sing, pick up an instrument, or join a fitness program. You can pick up digital courses and have a completion certificate when you get back to your job. Several of these courses are first being promoted on social channels. The UGC from the courses (completed paintings or fitness videos) then provided additional content to create a viral effect. 5. ‘We can go free/freemium’ When the opportunity comes calling, brands decide to make do with their best offerings. The #StayHome period is being used as a great time to offer free trials and get people hooked to a service. If you download the Cure.Fit app, you can get free access to several workout videos. Sunday Bricks is offering free daily LEGO lessons under their ‘Stuck at Home’ initiative, pushing children to build racing cars, Humpty Dumpty, and even the Himalayas using LEGO bricks. Many brands are going the freemium way too, by offering a few lessons or demo sessions free of cost. This demonstrates their value before customers are asked for a paid upgrade. Also Read: Best Tips For Writing Great Social Media Post 6. ‘Here’s what our brand is doing’ Brands are using LinkedIn to keep their fraternity informed about their efforts to fight the Corona crisis, and to laud their front-line personnel who are risking their own safety to ensure things keep moving. Conglomerates have opened their coffers and hearts to join the fight. Some are on a war footing to make ventilators economical, others have opened meal kitchens or are donating funds and protective equipment to relief efforts. LinkedIn has become the medium of choice to share this information. Careful to avoid chest-thumping,brands are using an empathetic tone to spread news of their efforts and win over viewers. What’s next? Depending on where you are in the world and how the situation fares for you, social media communication will evolve to encompass what your customers, and the world in general, is going through.Until you have a plan, here’s some food for thought: a) How can you re-use your old content in the current context? b) How can you connect with influencers to create content for you? c) How do you connect with other brands to explore synergies? d) What’s your go-to-market plan after the crisis gets over? Need help charting your roadmap? Connect with us for a free consultation on social media marketing services today.
How Should Brands Communicate Now: 4 Companies That Are Getting It Right
As the Corona crisis took over the world, several brands pulled back their advertising and marketing efforts. While some feared that marketing campaigns could earn backlash against the brand, some just didn’t know to say. So, should brands communicate? Should they communicate at all? A 12-market study (12,000 people were interviewed across countries by PR company Edelman) on what role customers expected brands to play reveals some interesting points. Customers want brands to act responsibly, take care of their employees, and not aim to reap benefit from the crisis. Respondents wanted brands only to speak about their products after knowing how people’s lives are getting impacted by the crisis. Several said they wanted brands to make a difference during the hour of crisis by helping the community and bringing everyone together. Brands, they felt, should use their power to educate and inform. Everyone wanted to hear from the brands they associate with, but was expecting messaging that had empathy for the struggles that were being faced. Having said that, this crisis is a great opportunity for brands to talk to their customers. It’s a moment for them to prove that humanity comes before profits. While many brands did end up losing this golden opportunity by putting the proverbial foot in the mouth, others have really been able to build an amazing crisis communication strategy. Here are some brands that have really aced their messaging and communication at this time of crisis: Pidilite Pidilite’s Fevicol has been acing its social media game for a while. This simple but powerful creative said it all. It kept the seriousness of the situation and the messaging about social distancing at the forefront, but the brand imagery and their core brand messaging is also integrated beautifully. Social distancing made simple #corona #FevicolKaJod #MazbootJod This, by the way, isn’t the first time that Pidilite has created such creatives on topical issues. From the Mumbai rains to Brexit to Game of Thrones, Fevicol social media channels have been buzzing with fun, quirky takes that sometimes incorporate important messages. Lifebuoy In times of crisis, innovative messaging is great but it’s even better if it’s backed by some on-ground action. And that’s exactly what Lifebuoy has done so well. For many years now, Lifebuoy’s brand messaging has centred around the importance of washing your hands, so their Corona campaign was simple yet effective. However, it’s not just the messaging that Lifebuoy did so effectively. They have actually partnered with PayTM on a crowdfunding campaign to get people to donate sanitizers and soaps to domestic workers, migrant labour, and other disadvantaged sections of society. During the Corona Crisis, it’s not just about innovative messaging, brands have to be ready to back their words with action. Zomato Zomato is another brand that has really got its crisis communications plan in place. The brand has set up an initiative to provide free meals to migrant workers and daily wage labourers as India goes through its 21-day lockdown. What’s more, it also has an option on the app where (if you’re practising social distancing), you can request your delivery rider to leave your food outside the door instead of handing it to you. Now that’s what we call some next level crisis communication strategy! Once again, this has worked so well because Zomato has been unafraid to put its money where its mouth is. With the recent COVID-19 lockdowns the daily wager community has seen their only source of income come to a screeching halt, leaving them struggling to arrange for food for their family. Please help.by donating to ‘Feed the daily wager’ to help ensure they don’t sleep hungry during this period of lockdowns. Click the link in our bio to contribute. #BeaHungerHero #Bethechange #Covid19 TravelBlue Travel Blue is a travel accessories brand that provided over 2000 N90 face masks to travel retail partner Flemingo. This helped Flemingo protect airport staff against the COVID-19 across airports in India Mumbai Duty-Free, Go Duty-Free, and the Duty-Free Galleria stores in Delhi and Bangalore all received these masks. Once again, measures like these go a long way in building brand goodwill at a time when the world is grappling with so much panic and uncertainty. Amul When it comes to topical content, few can nail it like Amul. This time too the brand’s simple yet effective copy brought home the strong and powerful message of hygiene and social distancing. #Amul Topical: Precautions against the Coronavirus! Read also: Content Marketing During the Times of Crisis What can we learn from these brands? There’s a lot that marketers can learn from brands at this time of Corona crisis — both in terms of what to do as well as what not to do. Here are some of our key takeaways: Be mindful of the situation People are grappling with an unprecedented situation — and it’s likely to constantly play at the back of their mind. This doesn’t mean that you only need to create content and messaging around COVID-19, but it does mean that you have to address the crazy reality of the moment. Even if you’re putting out a regular story, it’s a good idea to mention the pandemic and the current situation first. Back words with actions This is something that every brand that’s nailing their communication strategy at this point is doing. Any number of brands are sending emails to their customers saying “We are with you during this tough time”, but that isn’t enough. Not by far. You can either make a donation to a worthy cause, organize a cause yourself or even provide some extra value to customers during this period. People will always remember how brands valued and supported them at this juncture so it’s very crucial to get this right. Avoid fear-mongering This one is an absolute must. You have to realize that people are suffering from all kinds of stress and anxiety at the moment — whether it’s about their job,
Brand Campaigns That Earned the Right Spotlight on Republic Day 2020
Brands are in the constant lookout to engage with their prospects and build a moment marketing connection on special occasions. Republic Day 2020 too was one such occasion. On such days, it is never about a hard sell, but the messaging, where there is some product or service synergy. We questioned various marketers on how they can evaluate the value of such initiatives. Mostly ranging for a week to just on the day of the event, some believe in ensuring that they never miss a chance to be in the visibility range of their users. Others, with contests, offers and quizzes, and engagement campaigns, try to generate leads and sales too. Here are some interesting brand campaigns and ideas from Republic Day 2020. Twitter: India Gate Twitter launched the tricolor India Gate emoji on the 26th of January. They also had President Ramnath Kovind tweet it during his address to the nation. While an emoji is a great way to cut across language barriers, Twitter still made sure that the emoji (which was available until 30th Jan) was available in ten Indian languages, including Hindi, Tamil, Telugu, Kannada, Malayalam, Marathi, Bengali, Gujarati, Urdu and Gurmukhi. Also Read: Content marketing for heavy industries – how you can make it work Google Doodle The 71st Republic Day Google Doodle was created by Meroo Seth, a Singapore based guest artist. It is the celebration of iconic India from famous landmarks like India Gate and the Taj Mahal to our national bird – the Indian peafowl, music and dance, fabric and culture. Even the camel from Rajasthan and the ubiquitous auto-rickshaw found a place in this doodle. Tiktok #Deshkibhasa @theshilpashettyHappy 71st Republic Day! Jai hind!??#DeshkiBhasha #fyp #republicday #republicday2020 #happyrepublicday♬ original sound – theshilpashetty Tiktok invited users to share videos of Republic Day wishes in their mother tongue using the hashtag #DeshkiBhasa. The tricolor sunglasses added to the fervor with several users responding to Tiktok’s call. It was an engagement strategy that urged users to create more videos by riding on the patriotic sentiment of the day. Zee5: #RepublicOfEntertainment View this post on Instagram The #RepublicOfEntertainment gives you the right to enjoy the best of blockbuster movies and original web series! @zee5 @zee5shows @zee5_marathi @zee5_bangla @zee5kannada @zee5telugu @zee5tamil A post shared by ZEE5 Premium (@zee5premium) on Jan 24, 2020 at 3:46am PST We need entertainment and we need it now. OTT platforms have both created and fulfilled a need that we did not know we had. Today, they are an integral part of the way we consume content (or rather binge watch it). This Republic Day, Zee5 put out the #RepublicOfEntertainment message with a pledge to entertain with no bias of language or genre. FBB: #WearYourPatriotism View this post on Instagram This Republic Day, express pride with your unique statement of fashion. #WearYourPatriotism and flaunt it well, with scarves from fbb. . . . #styles #scarf #india #RepublicDay #pride #patriotism #fbb #fbbOOTD #Suave #casual #fashiongram #basic #fbbonline #instaalert #Fashion #Style #CasualWear #Trending #MensWear #WomensWear #lookbook A post shared by fbb (@fbbonline) on Jan 22, 2020 at 6:29am PST FBB asked everyone to #WearYourPatriotism. This is a great way to ride on a popular trend as most people choose to wear some representative colors from the tricolor to mark the celebrations on this day. In addition to this, they also created a special line of scarves inspired by our flag. The proceeds from the sales of the scarves were to be donated to the Indian army. Also Read: How to start your first content marketing campaign: the 5 must-do steps Lava: #SendItBack Mobile handset brand Lava conducted the #SendItBack to curb the fake news menace. It urged users to send the ‘Back’ emoji to verify the authenticity of a forwarded message. The message also fits well into their #ProudlyIndian umbrella of brand positioning. Amazon Prime Video and Netflix Prime video launched The Forgotten armies on 24th of January and Netflix launched Vir Das of India on the 26th. Both shows are now on the trending list. Contests #ContestAlert #Contest ? Tag, Retweet, Repeat! #RepublicDayWithMoneyTap should be trending before we start.? Starting in 30 minutes.? #MoneyTap #RepublicDayWithMoneyTap #RepublicDay #RepublicDay2020 pic.twitter.com/QKw53kwMqz — MoneyTap (@MoneyTapApp) January 24, 2020 Several contests were launched on the occasion and some even lasted until the end of the month. Kamdhenu Paints put out the #ShareTheColoursOfRepublicIndia contest asking for four colors they associate with the four pillars of our constitution – Equality, Fraternity, Justice and Liberty. Money Tap ran a Republic Day Quiz, the OppoColorOS community ran a contest for their fans. Restaurant offers Restaurants came up with some interesting offers to woo customers on Republic Day, which also worked well for them as it was a Sunday. Soda Bottle OpenerWala offered one cocktail from their new menu for just INR 26, all-inclusive. Taste of Punjab offered all their dishes only in tricolors among others. See what you missed here Discounts If not a special campaign idea, discounts do manage to grab attention. Big Bazaar made their annual 5 SabseSatse Din campaign around Republic day. Here’s a look on what got discounted Ecommerce deals AJIO offered flash deals of 71% flat off on popular brands, Lemon salons offered 50% flat off on all services, Lenskart offered 50% off on everything, Helios offered flat 20% off, Myntra had the Right to Fashion sale, and Amazon and Flipkart also worked hard to catch our attention. Those that did not have an offer simply piggybacked on the celebration asking users to check out their already existing offers and discounts. So, what did your brand do differently on Republic Day? Share via comments.
5 Content Marketing Ideas to Showcase Your Brand This Republic Day
India’s emergence as an independent republic is observed with much pride and gaiety on the 26th January of every year. Since 1950, this day has been deemed as a national holiday, and it not only evokes patriotic sentiments in the common man but also allows him to spend quality time with loved ones and indulge in happy pursuits. So, what does this mean for brands? It means leveraging the unique importance of the Republic Day to showcase your products and services in a whole new light! From sales and discounts to new product launches, most brands engage in a variety of marketing activities around this time. But that is not all. With the advent of digital marketing services, attracting the attention of the target audience is a whole different ballgame. The concept of marketing has witnessed several transitions in the last few decades. While Marketing 2.0 was about highlighting the features and benefits of a product, Marketing 3.0 is all about sentiment. Brands are now shifting focus from talking about the product directly and moving on to things that consumers connect to, as human beings. It’s the emotions and sentiments that stay at the forefront — the product itself recedes to the background. Keeping this in mind, it’s a good idea to build some unique content for Republic Day. Here are five different approaches that have worked really well for brands in the past. Tugging at the heartstrings Appealing to people’s sentimental attachment to the country is one of the most effective ways to plan a Republic Day campaign. Most effective sentimental campaigns focus on one aspect of India that’s particularly appealing and then build an entire campaign around it. While images can work with this one, we’ve generally found that short videos with the right words, images, and background score have the maximum impact. Here are some great examples: Tata Salt In 2019, Tata Salt used the hashtag #NamakKeWaastey and created a wonderful video using salt art. The video talks about the spirit of the Indian constitution, which can always make the sentimentalists teary-eyed. We often take for granted the freedom and privileges of living in the largest Democratic Republic in the world. Here’s a salt art tribute revisiting some of the many reasons to celebrate the Indian Constitution #NamakKeWaastey pic.twitter.com/35v7aZjDzD — Tata Salt (@_deshkanamak) January 25, 2019 Sony Pictures Network Sony Pictures really nailed their Republic Day Content last year — their beautiful video talks about unity in diversity in their filmmaking. This one was a tear-jerker— and a perfect example of sentimentality meets patriotism. View this post on Instagram Cinema that entertains and binds this great Republic together! ❤️ Here’s wishing all our fellow countrymen a #HappyRepublicDay! ?? गणतंत्र दिवस की हार्दिक शुभकामनाएँ । ? A post shared by Sony Pictures Networks (@sonypicsprodns) on Jan 26, 2019 at 12:42am PST Paper Boat Paper Boat focuses on a very specific kind of Republic Day sentiment— nostalgia. With vivid memories of numerous Republic Day celebrations in school, this one finds an immediate connect with its audience. This campaign is particularly clever because the theme of Paper Boat’s overall marketing also revolves around nostalgia— and this post fits in perfectly. Tongue-in-cheek While one doesn’t traditionally associate humor with Republic Day, it’s still a great opportunity to design some witty, tongue-in-cheek content. Here are some examples of brands that nailed it: Zomato This image is the perfect example of tongue-in-cheek — it wishes the reader a happy Republic Day, while also focusing on their love for food (which in turn is very closely related to their business). Chances are, many viewers saw the image, realized they were hungry, and decided to order from —you guessed it — Zomato. Visual product placement This is one of the easiest and yet most effective ways to create a successful Republic Day campaign. All you need is an incredibly creative graphic that allows you to integrate your product with a Republic Day campaign seamlessly. Here’s our list of brands that really got this right: Amazon This campaign is simple yet so effective — making the tri-color a part of the Amazon packaging integrates the product and the Republic Day message with great ease. Strangely enough, Flipkart put up a very similar post not long after Amazon — but they went a step ahead to subtly emphasize that Flipkart was “born Indian”! Oreo Oreos Republic Day image gets it completely right. Visual, evocative, and most importantly, delicious-looking — need we say more? Engagement building campaign Republic Day is a major foundation stone in the idea of India as a nation— which makes it a big talking point, especially nowadays. Hence, a great content marketing services idea would be to build a thought provoking campaign, inviting opinions from the viewers. This doesn’t have to be very political or controversial — it can even be fun and frivolous! Myntra This is one of the best examples in this category. Myntra uses the constitution— and the principle of fundamental rights — to create the hashtag #RightToFashion. It then asks users to come up with their own definition of style and fashion— redefining their Right to Fashion. It’s fun, relevant, and designed to instantly invite engagement. Also Read: Here’s How Brands Used Social Media to Celebrate Republic Day 2019 Action-driven campaign Since Republic Day is such an important and momentous occasion, it’s a great way to encourage viewers to take some action— building on a particular sentiment associated with the day. Here are a couple of great examples: Axis Mutual Funds With this campaign, Axis Mutual Funds is focusing on what it means to be a responsible citizen— and correlating that with what it means to be a responsible investor. https://www.facebook.com/AxisMutualFund/photos/a.719225541430944/2193682630651887/?type=3 Robin Hood Army and Girliyaapa This was one of the more interesting Republic Day campaigns from last year. The Robin Hood Army collaborated with popular YouTube channel Girliyapa
Don’t Lose the Plot, Here’s How Your Brand Can Tell a Consistent Visual Story
Here’s what happens when you visit any outlet of a brand like Dominos across India. Barring the size of the outlet, you’ll find that all of them deliver pizzas of the exact same taste and have the same visual collateral. The menus, the tent cards and the value meals all look the same. This level of service excellence isn’t a coincidence. It comes with mandates at a brand level that cascades down to the base level employee who serves you with a smile. When it comes to digital and social content, can brands promise that they follow the same level of consistency? With tactical campaigns and some ad hoc ones (we all have the last moment planning to blame), it isn’t easy to maintain the same language with every post across channels. There are some brands that lead the way. When you see a post, you eventually start relating it with the brand because of its consistency in quality and presentation. It comes with the clarity of understanding for the brand’s visual guidelines – and as marketers we know that this is not an easy nut to crack. Here are a few things using which brands maintain a consistent language on digital channels: Color Photography Video Typography Colors Colors play a huge part in creating the visual identity of the brand. It is something that people come to associate with you easily. A play with these colors is every marketer’s delight. The brand hues and tone is used to evoke the emotion needed. Take McDonalds India’s Instagram account for example. The unmistakable yellow and red is consistent on the page throughout. Each image fits perfectly into the Instagram grid, encouraging seamless scrolling. The story visual is consistent, whether the post talks of an offer or the taste. View this post on Instagram There’s nothing McAloo Tikki and Fries can’t solve for ?❤️ #WeAreNotTheSame or are we? A post shared by McDonald’s India (@mcdonalds_india) on Nov 28, 2019 at 5:49am PST Yellow is associated with happiness and optimism. Red is associated with excitement. Even when you are quickly scrolling through your feed for the day, the colors invariably stand out and scream attention to the brand. Over time, you automatically start associating all their posts with the brand. There isn’t a chance of things getting dull here, as there are enough ideas that can be executed with these two colors as heroes. Photography It’s a no-brainer for digital marketers to veer towards good brand imagery as the world now consumes more visual content than ever. Even without knowing the language or having the time to read the post content, the visuals themselves can communicate all you need to say. So, how does a brand maintain visual consistency via photographs when there is a lot to say? View this post on Instagram After a day of exploring the canyons and mesas of Colorado Monument National Park, give your feet a rest in Superhost Corey’s vintage RV. This riverside retreat may be secluded, but you’ll hardly be alone—don’t be surprised if a friendly alpaca or two stops by to check you out. If you feel like company of the two-legged variety, head into town for live local music at Palisade Brewing Company. Photo: @victoriamorse A post shared by Airbnb (@airbnb) on Nov 3, 2019 at 2:22pm PST Let’s take AirBnB for example. A look through their Instagram feed shows they depict both the stays and the people enjoying there. If one could sum it up in a word, it is all about experiences. For a few seconds, you’ll ponder what it will be like to wake up in a castle in the middle of a lake or walk into a tree house via a rope bridge. You’ll look at the group of friends and family and replace it with an image of your own. Even if they are using models, you’ll notice that the faces are more natural than made up, adding the element of believability to the photographs. They don’t have a dearth of content and make sure that only the crème gets featured on the posts. It is difficult for all brands to follow this guideline. The place to start is coin three words at the maximum that you want to represent as a brand. Explore two to three words at the most that you want to represent as a brand. In the case of AirBnB, we can think of these as “stunning stays” and “unique experiences”. Video Videos, especially crisp snackable ones, are one of the best ways to keep your audience hooked and deliver a message. With the advent of bumper ads, brands can even share one key message in just 6 seconds. DIY, educational, informational, promotional or just entertaining, brands can explore a variety of ways to bring in the customer’s attention and drive the CTA in the end slate. Hebbar’s Kitchen is one of the path-breakers in its category that has viewers hooked to its innovative format of presenting recipes, many times, within a minute. So much so that people no longer want to watch the meandering format of the earlier style of recipe presentation where the chef spends the first one minute just giving a preamble and asking users to ‘click on the subscribe button and bell icon’! The good part is that Hebbar’s Kitchen’s recipes are not difficult to follow even in their trim format because of sub-titles and high-quality editing. There are enough and more comments validating the quality of the recipes. Being one of the first to adopt this format of videos, the brand is reaping benefits across multiple social channels. Typography As all brands know, how you say is as important as what you say. Having a consistent font and type of presentation, tone and language can build familiarity with your regular followers. It eventually drives recall and helps the brand establish a tone of voice
10 Incredible Blogging Stats to Inspire You to Blog in 2020
Have you recently started a blog or are planning to start one — but still skeptical about whether it’s worth your time and resources? You’re not alone — with the number of blogs out there, most new bloggers are thinking about whether blogging is worth it or not. Yet, blogging continues to be one of the most effective ways of putting content out there and finding the right audience for it. It’s also one of the most sustainable and effective ways to make passive income online, as long as you get it right. At Justwords, time and again, we’ve seen blogs become the most successful content marketing channel for our clients. So in 2020, we decided to share some fascinating blogging statistics with you, in the hope that it inspires you to go all guns blazing into your blogging journey. 3 Million+ blog posts are written every day This is the one statistic that is often used to scare prospective bloggers, so we’ll get it out of the way first. While it’s true that there are far too many blogs written on a daily basis, there are also 3.5 billion Google searches happening every day as well. This means, more and more users are looking for information online. What’s more, while there are a ton of blog posts written on a daily basis, most blogs are neither consistent nor uniquely informative. So when you think about high-quality, consistent blogs, the number comes down considerably. Also Read: https://justwords.in/blogcorporate-blogging-eight-things-remember/ 77% of internet users regularly read blog posts If this statistic doesn’t inspire you to become a prolific blogger, we are not sure what will. 77% means that most internet users are regular readers of blog posts, so if you’re looking to build a target audience, a well-planned blog is the best way forward. 72% of online marketers say that content creation is their most effective SEO strategy As far as SEO (Search Engine Optimization) is concerned, creating effective content is the best way to go. Good content lies at the heart of every single SEO tactic — whether that’s building backlinks, creating credibility, or optimizing for long-tail keywords. 47% of buyers viewed 3–5 pieces of content before taking a step towards product purchase This is a great statistic for those who are wondering about the efficacy of content marketing. Today, most users will buy your product if they look at you as an expert authority in your field. This means that your content has to be both compelling as well as highly informative, if you want it to convert leads for you. Only 20% of bloggers create posts that are over 1500 words This statistic simply means that there isn’t enough long-form content out there. But this is also important because the average word count of top-ranked content in Google searches is between 1140-1285 words. Plus, long-form content generates 9 times more leads than short-form blog posts. This means that instead of churning about 3-4 posts of 400-500 words every week, it’s a much better idea to publish fewer pieces of content but make sure that they are in-depth, unique, and informative. 70% of consumers would rather get to know a company via an article than an ad There was a time when ads were all-powerful — they were really the only way consumers came to know a brand. But today, it’s all about content. As of 2015, a whopping 200 million people had ad blockers installed on their devices. So, having content that actually understands the target audience, solves key problems, and adds value to them is the best way to build a loyal customer base. Also Read: https://justwords.in/blog/do-this-dont-do-that-while-executing-your-content-marketing-plan/ Content marketing is 62% cheaper than traditional marketing If you need one more reason to invest in content marketing, what can be more compelling than cost-effectiveness? Traditional marketing in the form of pay-per-click advertising will only give you returns until you’re actually investing money. With blogs, on the other hand, you will keep getting organic traffic long after you’ve invested the time and effort to create and publish the blog. Almost 50% of marketers say that if they had the chance to redo their content marketing strategy, they would focus more on blogging This is perhaps the most telling statistic out there. These days, there’s a lot of focus on social media and even on newer content formats like videos. Yet, consistent and high-quality blogs have paid off for brands across the board. It’s a very good idea to make sure blogs are an integral part of your content marketing from Day 1. The median time spent reading an article is 37 seconds If users are only spending 37 seconds on your article, is there even a point to creating those long-form posts? Yes, there is. The only thing to keep in mind here is that you need to make your posts skimmable. This means lists, sub-headings, simple sentences. Basically, do what it takes to make your posts readable. Blog posts with images get 94% more views than posts without images This statistic is inspiring because it makes your work as a blogger that much simpler. Instead of sticking to a wall of text only, use graphics and images that help you make your point more effectively. At the end of the day, blogs continue to be one of the most effective marketing techniques in the digital landscape. Not just from an SEO perspective, but also to establish you as a credible authority and get users interested in your products and services. If you’re still on the fence about whether blogging is going to be your thing in 2020, stop over-thinking it and get started as soon as you can. If there are any other amazing blogging stats that we missed out on, let us know in the comments below. Watch: How does content marketing work to get your business traffic?
7 Ways to Deal with Internet Trolls: The Underbelly of Reputation Management
Pooja, a social media manager with a hospitality brand, had to excuse herself from a friend’s party at 11 PM. Her company’s social channel had erupted with 60 negative tweets from a disgruntled guest who was not ready to stop until the company was taking heed of his demands. The guest was now in the process of instigating and tagging others to fan the spark of dissatisfaction into a forest fire. It was classic online reputation management (ORM) nightmare situation. The main job was to stop this from escalating into a PR nightmare. Now, most of us have faced a similar situation as social media managers. So, taking a stance and dealing with such experiences is a must. It is common knowledge that positivity hardly comes actively on social media. People have to be prodded and probed to extrapolate a positive. Negative, on the other hand, comes with the explosion potential of a ticking time bomb. Some part of it is potent with malice because the attackers are hiding behind an online identity and have a false belief that they can’t and won’t be tracked. While every situation will have to be dealt with differently, here are some best practices to follow: Create a solid policy and fall back on it often As a brand, you have the right to maintain the decorum of your social handles. Don’t give control to the bullying few. Create a social media policy document and share it with all admins of the page. Admins should have the right to remove/hide/delete harassing, anonymous or spam comments. Put up the policies on your own website and use the link as a reference point to anyone crossing the line. Don’t delete posts easily as it only irks the person and may also encourage others to write things they don’t mean. They are likely to come back with worse in the future. Have a standard offline approach for customer care Trolls thrive on the attention they receive over a sustained period of time. Cut off the potential for this by redirecting them to an email id that can have a quick turnaround time (TAT). Let them know that you have heard them and registered their grievance. But keep redirecting them to email or even direct messaging. If you are dealing with an irate customer who won’t wait for an email response, have an escalation process and have a customer care executive call them on a priority basis. Being heard and responded to will destroy the troll’s steam to hurl abuses online or rally others to join them. If you can’t resolve the issue immediately, request a 24 – 48-hour timeline and be sure to keep the deadline. Once you have this, share your response online so that others following the update know that you have responded. Create a specific customer care handle If your brand handle is getting clouded with trolls, create a redirect mechanism with a separate customer care handle which is purely for handling queries. If someone approaches on your brand handle, redirect them to the customer care handle to keep the conversation going without hampering the brand image. Pick your battles via GIPHY There are times when you are right and times when you will have to apologize and move on for a genuine problem at your end. If you know that you are right then be willing to take on the troll on your own terms. People think that they can get discounts or refunds if they escalate the problem to the CEO of the company, leaving the minions scurrying. Don’t be perturbed and follow the standard response procedure if you are right. Respond with facts and proof documents if need be. There are times when one of your staff/processes could have gone wrong. This is especially true for the service industry. If there is clear proof in the pudding, it is best to take the higher road, apologize, and swallow the bitter medicine. At other times, you may hear a simple statement complaint like the food tasting bad or the service not being up to the mark. Reply with a sense of humour and the tension may get diffused. Block that noise via GIPHY It is not an easy thing to do but one has to do it when running out of options. Some trolls can go on tangent and decide they won’t stop until their ransom demands are met. So, it is important to take a stand and eventually block them from engaging in a conversation on your page. This is done in an extreme case when you label the person as a ‘detractor’. Keep maintaining and updating this list so that you can build a case history if required. Identify the difference between a troll and an irate customer. A customer may be making noise to set a wrong right. A troll is making noise to get attention and often do scathing personal attacks. Be stern with trolls and patient with customers. Use analytics to bring the internal culprits to court Errant member-facing staff is also a problem that the ORM team has to deal with. Whether it is someone in the sales team who has gone astray or someone in the customer service team who has in a moment of weakness lost patience, it is important to track and maintain records. The weekly/ monthly report for the particular department is eventually likely to catch fire and attention and bring more discipline in dealing with customers. Amplify your positives to drown the noise What you see is what you believe. If you see 100 positive reviews to one negative, it is easier to believe that the overall experience with the brand is positive. Encourage, and if need be, incentivize positive behaviour by requesting customers to share their positive experience without fail. The more you amplify the positive noise, the less likely you are to be
6 Powerful Ways Marketers Can Use Psychology to Improve Content
Being a marketer is not easy. You need to wear several hats to create that perfect selling proposition – you need to have the understanding of the product manager, the content team, your sales guys, and even the data people to add that new perspective in positioning, pricing and placement. A good marketer is always on the lookout for a spark of insight about their target audience that can help them create the right messaging for the product. This insight comes from a deep understanding of their psyche – knowing which statement is most likely to tug their heartstrings and push them off an indecisive fence and become a customer. While you may already be applying a lot of psychology lessons to connect with your target audience, here are a few that we found comes in handy: 1. Emotional marketing Has an ad left you feeling so emotional that it has affected the way you perceive the brand? Sometimes these emotions are powerful enough to make a consumer spur the buying decision before the rational brain kicks in to understand the product features or price. If such an emotional buy is then ratified with a good product, it results in winning over a loyal customer. A great example is the Nike Dream Crazier women ad. That and several in the genre that tugs on an emotion. The ad never once tries to sell Nike or explain the product features or mention the price. The intent of the ad is to appeal to the emotions of women athletes. The brand demonstrates that it ‘knows’ you. It ‘feels’ you. And it is one standing by as a silent supporter in your struggles. Of course, women will try out the shoes and buy them for the quality they offer. Not that rival brands may be any less in quality. That’s where the emotional marketing works and creates a differentiator pull of brand affinity. 2. Provide social proof Social selling is new-age marketing. From using influencers to sell your wares to providing the opportunity for reviews, testimonials and other user-generated content, the awareness and selling proposition brought out via social proof is more powerful than a brand peddling its value proposition. The case from social proof comes from the fact that we want to emulate the behaviours of the people we trust and follow. View this post on Instagram my daily essentials. what are yours? #madedifferently @smartwaterind A post shared by Radhika (@radhikaofficial) on Oct 10, 2019 at 1:06am PDT Although many industries have adopted social selling, it works really well for travel and fashion. Having an influencer or customer wear your label and tag you often becomes a more powerful reason to buy than other factors. Seeing beautiful destinations visited by someone in your peer group gives better validation to your own choices. Check out the top 10 travel influencers of India in this piece, their brand marketing tie-ups and how they have benefited the advertisers. 3. Grounded Cognition Before we continue, take a minute to watch this Nescafe Gold video. We have to admit it left us with goosebumps. Would I buy the coffee because of this ad? Probably not. When the decision making happens on the supermarket shelf, we will look at blend and aroma than the emotional appeal. Then why did Nescafe decide to create this ad? That’s because this ad takes the storytelling approach that almost makes you feel standing in place of the man in the stadium. You’ll feel the anxiety of the protagonist almost imagining who in your friends and loved ones will be left standing if you were to ask these questions. This coupled with the product cut ads did the trick for the brand. 4. Paradox of Choice The common experiment quoted to demonstrate this marketing psychology is the one conducted by Sheena Iyengar, a professor of business at the University of Colombia and the author of ‘The art of choosing’. In a California gourmet market, the professor and her assistants set up a booth of jams and switched from a selection of 24 to 6 jams every hour. Here’s the math: No. of people who sampled the larger assortment: 60% No. of people who bought after sampling the larger assortment: 3% No. of people who sampled the smaller assortment: 40% No. of people who bought after sampling the smaller assortment: 30% The other appending factor is the lack of information in the choices. If one variety of jam gave out information on being from an organic source or having more nutrient value for children, it could easily tip the scales of choice. Choices can also be used to tip the scale to your advantage. Check out the choices offered below for a women’s magazine: 1 year subscription: INR 399 1 year subscription with a monthly mystery box of make-up from leading brands: INR 1499 The difference in the values are too high to make the decision easy. What if you now introduced something that could tip the scales in the favour of one choice? 1 year subscription: INR 399 1 year subscription and a bi-monthly mystery box of makeup from leading brands: INR 1299 1 year subscription with a monthly mystery box of make-up from leading brands: INR 1499 You’ll notice that the 2nd choice is a dummy one introduced by marketers to simplify the choice. No one will go for it when the difference between the two is just INR 200 and you get an additional 6 mystery boxes for it. That’s how you can use the paradox of choice to your advantage. 5. Loss Aversion Theory FOMO or Fear of missing out is real. It is one of the most common psychology theories put out by marketers. Other people are thinner, more beautiful, have happier families, travel to exotic destinations, have instagrammable food and in general live a better life because of the brands they choose. The fear of