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Acing brand equity in regional markets: Why your brand needs a custom language-first approach

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‘Namaste’ and a ‘Namoshkar’ are both greetings in Hindi and Bengali languages. They mean the same thing but would be ill-fitting if added to a sentence of another language, emphasising the significance of language in expressing emotions and fostering connections. To build brand equity in regional markets, brands must incorporate regional nuances and context in their marketing strategy to establish long-lasting consumer relationships. These efforts would lead to rewarding results as 90% of video consumption happens in local/regional languages.

One ad fits all won’t work

While a national campaign can ensure consistency in communication and excellent brand recall, a one-size-fits-all approach no longer guarantees success. Brands must craft region-specific ads that resonate with the target audience. The narrative should be authentic, reflecting the brand's understanding of the region’s cultural nuances and target audiences’ preferences.

Partner with the right influencers

Finding the most fitting set of micro-influencers can go a long way to help a brand reach the right audience with relevant content. Micro-influencers help brands in three crucial ways. One, they know the pulse of their audiences and can help the brand put out the message most organically. Second, they have loyal audiences who trust their opinions, experiences and expertise. Third, they can help the brand develop authentic, long-lasting consumer relationships. Brands can become a part of the lives of their consumers effectively and efficiently this way.

Spark conversations with campaigns.

One of the easiest ways to attract potential consumers is to engage and entertain them. Brands must go beyond disseminating information with campaigns and create experiences that offer value to the consumers. It involves sparking conversations where consumers can engage in real time. For example, with the help of live audio features like ShareChat Chatrooms. Engaging audiences actively not only generates interest but also strengthens the brand-consumer relationship.

Encourage user-generated content

Encouraging users to generate content fosters a sense of community and provides authentic perspectives on the brand. User-generated content can be an engaging testimonial from someone who has used the product. It also creates a community where people can discuss the product and its usage. User-generated content thus becomes a powerful tool to build trust and credibility within regional markets.

Don’t include short-form videos as an afterthought

Short-form videos, often treated as an afterthought, need a strategic shift. Brands must adopt a 'vertical' mindset, crafting concise, emotionally resonant stories prioritising entertainment over direct selling. By embracing the nuances of storytelling in short-form videos, brands can effectively capture and retain the attention of their regional audience, contributing to the success of their language-first strategy.

To successfully make a mark in regional markets, brands need to immerse themselves in the daily lives of the region, speaking the language and resonating with local sentiments. Marketers can tap into the expertise of platforms like ShareChat & Moj to craft compelling narratives, disseminating them effectively for maximum reach, recall and engagement. Contact us today to get started!

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