Several factors have contributed to the staggering growth of digital marketing in India. While most people are aware that the digital spectrum has been gaining momentum over the years, certain factors have paid a key role in catalysing the growth process. Over the last few years, the utilization of digital marketing has increased by nearly 50% in India. This growth can be accredited to strategic marketing by digital marketing professionals, a marked change in consumer preferences, and a rise in acceptance of all things digital. Specific trends played a crucial role in establishing digital marketing as a preferred medium for marketing, advertising, and consumer engagement.
Increased engagement via visual and video-based content
Approximately 560 million Indians actively use the internet today, of which nearly 515 million people use mobile internet. There has been a rise in the number of people who use the internet, which translates to more visibility for the content that you share online. The average user prefers visual content, whether its vivid images and videos on social media platforms like Facebook, Instagram, or YouTube. Video-based content is by far the most engaging form of content online. People find it more exciting and engaging. Indian users spend hours a day on YouTube, Tik Tok, and Facebook. Several successful YouTube channels have been launched by Indian companies and individuals as well.
One such success story is a channel called ChuChu TV. Based in Chennai, this channel is a leading content creator of animated videos for children. Today, it ranks as India’s second most-watched YouTube channel. From movies and entertainment to DIY videos, entrepreneurial motivation, and the current rage with memes, both visual and video-based content has dominated the digital space.
Gulshan Kumar’s T-Series is a renowned music record label and film production company in India, founded in 1983. Today, their YouTube channel has more than 70 million subscribers. Easily one of the most successful YouTube channels in India.
Visibility, Credibility and Social Influencers
While the whole of India flocked online, most people today have smartphones and are active digital consumers. Several Indian brands have leveraged social media platforms like Facebook and Instagram to reach mass audiences online. Not only does this offer them a chance to interact with, influence, and relate with their target audience, but it helps them build their brand image and credibility. This trend has given rise to several social media influencers who have garnered a sizeable fan base and followers online. From travel bloggers and vloggers to food bloggers and fashion influencers, there are a plethora of segments and niches that have grown increasingly popular. Shenaz Treasurywala is an excellent example of a massively successful travel blogger. With more than 585,000 followers on Instagram alone, brands in the travel industry are continually looking to collaborate with her, owing to her huge fan base online.
Another immensely popular travel influencer is @bruisedpassports. The channel was founded by Savi and Vid, whose travels have taken them across the globe. They have featured on Discover, TED, and National Geographic, to name a few. With 329,000 followers, they are one of India’s most famous travel bloggers.
India, the melting pot of multi-lingual digital consumers
India is known to be one of the most diverse countries in the world. With more than 1600 spoken languages, a plethora of people from various cultures live within India, the world’s largest secular, democratic republic. The availability of economical mobile phones and data plans has enabled people in tier 2 and tier 3 cities to become genuinely tech-savvy. From a labourer in Maharashtra to a rickshaw driver in Kerala, everyone is active online in some manner or the other. It comes as no surprise that people are consuming content in various languages. From videos, content, and social media, to feature-length movies from Hollywood and Bollywood, India’s vernacular viewership has gone through the roof. Naturally, the viewership of videos in Hindi has increased most dramatically.
Nisha Madhulika is immensely popular, with 3.6 million subscribers and 836 million views. She helps people learn how to cook, with simple recipes and easy to follow instructions.
BB Ki Vines is another YouTube channel that’s become famous across the globe. BhuvanBham started loading hilarious videos on his channel in Hindi. His ability to play several characters simultaneously has left people in splits. With approximately 6.5 million subscribers and 861 million views, this simple boy from Delhi is now a YouTube celebrity!
Digital marketing has reshaped the business landscape and will continue to do so in the years to come. In a world where change is the only constant, the secret to success is to evolve, adapt, and grow. We may not know what the future holds, but one thing is for sure- the future is digital!