The Internet has reached the remotest part of the world offering a wider audience for businesses to target. However, the marketing strategies need to connect with the regional population for them to be successful. This is where vernacular marketing comes in as the saviour.
Content in a regional language get better traction and within seconds becomes viral. If you observe the Instagram reels in regional languages go viral in seconds if the content has quality.
As per the Google KPMG report, there will be 735 million internet users by end of 2021. The report predicts an 18% growth in regional users whereas there will be only 3 % growth in English users.
Clearly, digital marketing services need to focus on vernacular marketing for the brands. According to the KPMG report, 70% of the Indian population find digital content in their own language more reliable.
It is expected that 88% of Indian language internet users will respond to digital ads in Indian languages and videos in regional languages are consumed more on Youtube.
Many social media platforms like Facebook are focusing on vernacular content and even Google has enabled voice search in eight Indian languages.
How can leverage this opportunity?
Multi-lingual web platform
Generate higher traction by building a localised platform to reach out to a larger audience. to generate higher traction and reach out to a larger set of audiences should be the first thing on the list for digital marketers. Leading content marketing services in Kochi are offering ads, website content, blogs etc in regional languages. People are more interested in consuming regional content and feel close to the brands that use regional languages for ads.
Regional slang in content
The brands need to use vernacular content to capture the regional slang in their ads and promotions to connect with the audience. You need to blend your business with the local jokes, memes and local language conversations to get brand recognition.
Nowadays people trust youtube videos reviewing products they prefer to buy. Content marketing agency in India collaborates with popular regional YouTubers to great videos on their products and services in a more realistic way in regional languages targeting a local audience. Consumers trust such reviews and remember the brand.
Two-way conversation through vernacular social media
Brands use social media to converse with their audience or customers. If the brands use local languages to converse with their customers, they can build user engagement, brand trust and gain loyal customers.
Now translations using Google translator does not work. The brands need to research and understand what appeals to their non-English speaking audience and adapt their content, marketing strategies, communications and campaigns all in the vernacular language.
This is not a small step for a digital marketing agency to adapt to vernacular marketing. But for a better audience reach, they need to adapt fast.