The update on podcasts
Why is there an increasing focus on podcasts?
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?
Shahid Kapoor spoke on The Ranveer Show (Source: beerbiceps Instagram page)
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?
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)
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?
How to get meme marketing right?
Zomato uses memes to connect with its audience (Source: Zomato Instagram page)
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ANTS is an ingenious mix of industry stalwarts, budding creative enthusiasts and digital experts. Our energetic team has a burning desire to create impactful campaigns that resonate with the brand. We leverage our digital expertise to deliver brand strategy, content, creatives, experience design and web-ready solutions.