Why Cracking The Regional Language Code Is An Absolute Must For Brands Of Today /Why Regional Or Vernacular Marketing Is Next Big Thing In Digital


If you talk to a person in a language he understands, that goes to his head. If you talk to him in his own
language that
goes to his heart.” – Nelson Mandela.

How true is that! Modern-day marketers can probably take a key message out of this quote and use it in their digital strategy to connect with their customers.

Till date, there is no one language that brings the country with a billion populace that speaks more than 30 languages in 1,600 dialects together. British tried to do it with English which was later adapted by marketers followed by Hindi to not so recent
Hinglish, however with little success. Modern marketers today cannot afford to ignore the growing importance of regional language in their marketing strategies. Why? The reason being rural India is seeing a spurt in smartphone and internet users thanks
to cheaper phones and data plans. The smartphone adoption in rural areas is at a staggering 36% compared to 11% increase in usage in metros. With these numbers, it is impossible to ignore this market. Therefore, whether you are an Indian brand or
an international your marketing strategies won’t work if your brand still speaks English. Hence a digital strategy that helps you connect with your audience in their native language is an absolute must.

So if you are convinced that regional content marketing is important, here are a few things to consider while creating your regional digital marketing strategy

  1. A Language Friendly Or Multi-Lingual Web Platform: People are far more comfortable consuming content in their own language. Hence building a localized language friendly platform as a subset of your main web platform is a great way to connect
    with a large set of audiences. In fact, leading content creation platforms in India today are catering to audiences in multiple Indian languages such as Bengali, Tamil, Telugu, Kannada, and Punjabi to name a few.

    For instance Yourstory a leading portal for business and entrepreneurs showcase their content in more than 8 languages

  2. Talk To Them In Their Mother Tongue To Get A Better Response: As per a report, 70% of Indians find local language digital content more reliable than English content. Regional language digital natives are an altogether a separate subset
    of users, you cannot just replicate the strategy applied for English digital users to reach them. It is not about translating your text in regional language but more so about the meaning it conveys. Hence localization of content should be
    an integral part of the content creation process and must transcend into literacy agnostic content beyond the usual text formats – to help brands target users across the spectrum.

    For instance, when Mondelez India the makers of dairy milk wanted to express their gratitude and celebrate its 70th anniversary, the brand replaced its logo and launched of Thank You’ bars in eight different languages – English, Hindi/Marathi, Gujarati,
    Bengali, Tamil, Telugu, Kannada, and Malayalam.

  3. Regional Video Marketing: Interestingly consumers spend almost 60% of internet time watching Hindi language videos, followed by 35% on regional videos. English video content gets only a measly 5% viewership. While we have seen many
    youtube channels and brands churning regional content in more so in Hindi and other regional languages. Still, a major chunk of website owners is missing out on creating videos or are just restricting themselves to youtube. Hence is you want
    to capture greater eyeballs for your brand, don’t restrict yourself to just YouTube videos, but create tonnes of other video content as well – such as Instagram, IGTV, product demos or customer reviews, etc.

    Beautiful regularly post videos and engages with audiences in regional language

  4. Voice-Based Search To Take The Lead: Audio content and voice-based search is without a doubt the next big step towards internet inclusion, riding steadily on the vernacular wave. In fact, as per a report by end of 2020 50% of web browsing
    sessions will be via ‘voice-first’ interactions”. Hence it is crucial for Brands, today to figure out new ways to become discoverable through voice search results to stay visible on online platforms.

    To appear better on voice search results brands must improve the ranking of their website. You can also write a question as a subheading (use and tags) and write the answer in the paragraph. Whenever voice assistant faces questions from users
    they are more likely to pick up a direct answer from a website with similar tags and questions.

  5. Regional Influence Marketing: Reaching out to the audience in tier 2 and 3 cities has been one of the biggest challenges for brands. In order to tap this burgeoning set of internet users in these cities consumers, brands must rope
    in regional content creators and influencers to engage with them effectively.

    Future Group, from time and again rope in regional influencers on YouTube and Instagram to either showcase its fashion offerings under or to announce
    discounts and offers from BigBazaar. too in past had engaged with regional influencers from Karnataka and Kerala to create recipe videos using
    BigBazaar products during festivals such as Ugadi and Onam. Max Fashion India too regularly engage with regional influencers to promote their

  6. Two-Way Communication It is not just about creating content and speaking in regional language but also listening to your customers and have a build meaningful conversation in return. To build strong user engagement Brand should start
    conversing with the users in their languages on social media pages.


To wrap it up, regional or vernacular content marketing is still a huge untapped market waiting to be explored. With the popularity of regional content, it is now the opportunity for brands to capitalize on vernacular media marketing and make the most
of this opportunity and reap its benefits.

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