In India, more than 60% of purchases are made or influenced by women, and the growth in regional language content has brought about scale in the number of women interest users now accessible to brands.
According to a Google KPMG report, Indian language internet users are expected to grow at a CAGR of 18% to reach 536 million by 2021, while English users are expected to grow at only 3% reaching 199 million within the same period.
User-generated content platform for women Momspresso.com, recently released insights into the growth of regional content in the country. The platform revealed that currently 65% of the content created is in regional languages, and accounts for 85% of page views.
This growth was led by Hindi which contributed to 65% of page views, followed by Marathi (10%), Bangla (8%), Tamil (7%) and Malayalam (6%).
The top cities consuming regional language content include cities such as Jaipur, Lucknow, Patna, and Agra. The top states in terms of regional language content include Maharashtra, Uttar Pradesh, West Bengal, and Delhi among others.
The platform also found that 60% of its regional content is consumed by Millennial audiences between the age group of 22-35.
“Considering that Indian language users are expected to make up 75% of India’s internet user base by 2021, the future potential of vernacular is undeniably huge,” said Vishal Gupta, co-founder and CEO, Momspresso.com
The contribution of regional languages to overall monetisation for the platform has grown from 13% to 30% in the last one year. Solutions being used by brands include content creation in regional languages (both text and video), influencer marketing and geography-specific digital activation.
Monetising major content moments
The study pointed to the platform’s recent campaign ‘Kahan Gaya Mummy Ka Sunday’ for appliances brand Voltas Beko as a great example of how regional content is getting monetised.
Initially inspired by a Hindi blog post about the Sunday Paradox (mothers not having any holidays, not even Sundays), the campaign was also informed by qualitative interactions with mums on the platform as well as data-based findings from a research study titled ‘Sunday Paradox’.
The study found that 5 out of 10 moms across India feel Sundays are in fact more stressful than weekdays.
The platform then engaged with over 300 influencers to build conversations around the campaign. The film struck a chord with moms and garnered more than a million views and ten thousand shares.
Sourced from Economic Times, Ad Gully, Television Post