How Bharat Engaged on ShareChat in 2021’s Festive Season
The 2021 festive season was bigger and more joyful for consumers than last year’s, bringing back its usual buoyant sentiment and cheer. Advertisers and brands also took advantage of this uptick in consumer sentiment right from Raksha Bandhan up to Diwali.
According to Redseer Consulting, India witnessed the highest ever festive sales in 2021. Brands reported an online Gross Merchandise Value (GMV) of $9.2 billion during this period, while the GMV of online sales in India grew by 23% YoY during this festive season*.
Regional language-first consumers
Beyond the top metro cities, India boasts a significant population with growing income status, rapid internet adoption and a penchant for local languages. In 2021, online sales in India grew phenomenally, driven by consumers in tier-II and tier-III cities. This festive season, sales of e-commerce companies have witnessed a remarkable jump in demand from tier-II and tier-III cities compared to 2020.
45% of Flipkart’s business is from tier-III cities, and Amazon orders increased by 21% from tier-II and tier-III consumers.
Consumers from tier-II and tier-III cities behave and engage differently compared to English-speaking audiences that brands are used to. 90% of these consumers prefer to access content in their regional language, and brands have experienced a 60% higher success rate with local language content when compared to English content.
Hence, brands need to adopt a localised language strategy to target these consumers.
ShareChat festive 2021 roundup
In India, 78% of local-language users spend their time on social media, and 73% of users sign into social media platforms daily. With ShareChat, brands can engage with 34 Cr+ users monthly and influence them with targeted offerings.
Here’s a look at the numbers depicting how Bharat celebrated the festive season with ShareChat:
How brands made the most of the festive season
ShareChat users keep returning to the app, thanks to the wide range of interactive options it offers. Brands drove profitable engagements with users by leveraging the following suite of interactions efficiently:
1. Shareable posts: Leverage user’s intent to share wishes/messages among their loved ones during festive occasions.
2. UGC creations: Create branded templates that users can personalise with messages and wishes.
3. Branded posts: Create high impact posts and drive engagement for your brand.
4. Platform polls: Generate user engagement with interactive and shareable polls.
5. Interactive web cards: Engage users with an ad post through an interactive multi-screen experience.
6. Chatrooms: Catch the audience’s pulse through a live audio-enabled room.
Key brands such as Godrej, Parle, Saridon, Asian Paints, Mother Dairy, India Gate, Intel Mobile, among several others, have leveraged ShareChat’s inventory to executive robust language-first strategies to great success.
How collaborating with ShareChat benefits brands
Associating with ShareChat enables marketers to:
-Leverage Bharat’s hitherto untapped potential with effective marketing strategies
-Tap into tier-II and tier-III audiences’ ever-increasing festive season spending potential
-Adopt a language-first approach that drives measurable conversions
-Create sustainable narratives in a completely brand-safe environment
-Reach 34 Cr+ of ShareChat’s users across Bharat