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Fresh Gai

The sound that rakes in people

The update on podcasts

Apple introduced Podcasts Delegated Delivery, a feature that allows creators to upload, manage, and distribute their premium audio content through third-party hosting providers.
This would help podcasters to optimise their content and make monetisation an easier process.

Why is there an increasing focus on podcasts?

India is the third-largest consumer of podcasts with 57.6 million monthly listeners as per data published by PwC in 2022.
In the first year of the pandemic, India's podcast consumption increased by 29.3 percent as per a KPMG report of 2020.
The report also said that the podcast market was expected to be valued at Rs 17.6 crore by 2023, growing at a CAGR of 34.5%.

What does this mean?

Audio-visual entertainment is becoming increasingly popular. The podcast industry is experiencing a tremendous boom as more and more people are tuning in to listen to the news, sports, entertainment, comedy, culture stories, and much more on podcasts.

The higher quality of content, celebrity guest appearances, and supportive framework for ad measurements have attracted both listeners and buyers to digital podcasting platforms.

How brands have incorporated podcasts?

Indian streaming apps such as JioSaavn, Gaana and Wynk each have over 100 million listeners.
Brands like Bumble and Little Black Book have been using podcasts to leverage their stories.
The Musafir Stories hosted by Saif Omar and Faiza Khan, The Ranveer Show by Ranveer Allahbadia, Bhai ke Raapchik Reviews are some of the popular podcasts on these platforms.
The pandemic saw a massive increase in content and shows on these platforms, with self-help and motivational content at the forefront. Now, along with such categories, people want to listen to stories from different genres such as horror and mystery.
Spotify Original ‘I Hear You with Aahana Kumra’, a podcast about a woman police officer who can hear the thoughts of the dead, was a hit and chart-topper when it aired.

Shahid Kapoor spoke on The Ranveer Show (Source: beerbiceps Instagram page)

Brainy Gai

It’s all about the little things - the power of hyper-personalisation

WebEngage’s new report ‘Omnichannel User Engagement - A Winner’s Playbook’ found that hyper-personalised messages from SMS perform 100x better than independent campaigns. Click-Through rates for hyper-personalised campaigns were 1.74 times more than that of blast promotional campaigns and conversion rates were 5.25X more.

Why does hyper-personalisation work?

When a fitness app gives you a customised workout routine based on your goals, your pace of running, distance walked, heart rate, and other real-time information, you experience the wonder of hyper-personalisation.
You also see it when each user of an e-commerce site gets a customised homepage based on their previous purchasing behavior, preferences, wishlist, and cart when they log in.

Hyper-personalised campaigns increase conversions

An e-commerce platform for buying wine that provides personalised recommendations

People like to be heard. They want to know that their opinions matter and their wants are considered. They do not want to see a brand they like and trust using the one-size-fits-all strategy. That would mean the brand may not know what its customers are looking for.

Promotional images of the same movie from 4 different Netflix accounts (Source: The New York Times)

How have brands used this strategy?

Netflix is a good example of how to hyper-personalise. It recommends content you will be more interested in based on your watch history and rankings and for the same show it also has a range of teaser images and displays different users different ones based upon what is more likely to attract their attention.

A different teaser image for people looking for different content (Source: useinsider.com)

Quirky Gai

The flight of memes

When Perk calmed down the ‘Land Kara De’ man

Perk came out with a new ad featuring Vipin Sahu, the man who stole the spotlight in 2019 after a video of him paragliding went viral. Along with Alia Bhatt, the two recreated the hilarious “land kara de bhai” meme video. In the ad, Alia hands the chaotic man Perk to make him stop panicking.

When Alia gives Vipin a Perk
(Source: cadburyperkindia Instagram page)

The ad video got more than 600k views on social media in less than a week!

What can brands learn from this?

Meme marketing has become a powerful tool for attracting and connecting with audiences.
Using a popular meme to promote your brand narrative boosts engagement rates as meme content is highly shareable.
Recreating a meme for a social media advertisement will work very well as social media is the platform where memes thrive. It can evoke both- humour and nostalgia

How to get meme marketing right?

Choose the correct meme. New memes come out on a regular basis, but that doesn’t mean all of them can be used by your brand. A relevant meme will allow you to add some sort of message about your brand or product to it.
Craft a message that is easy to understand. Keep it simple and fun.
Don’t change the original meme and don’t add too much to it. If there is more content about your brand than the actual meme, things could backfire.
Pick a meme that’s trending and recent. If you are planning on recreating, don’t go a decade in the past.