According to a March 26 FICCI-EY media and entertainment industry analysis, regional languages would account for 60% of television consumption in 2025, up from roughly 55% in 2020, and 50% of streaming video consumption, up from 30% in 2019. When discussing regional media consumption in India, this demonstrates how it is on par with other languages of content consumption, especially Hindi or English.
Even now, India has a large native-speaking population that does not speak English or Hindi. Aside from that, various individuals and families consume native language content in order to foster a culturally inclined environment in society. In the Punjab region, for example, the most extensively consumed content is produced in the Punjabi regional language. As a result of the country's cultural diversity, brands must focus on developing regional content that targets the target demographic.
Marketing ethos state that customers join brand communities for a variety of reasons, all of which might benefit the brand in the long run. Consumers not only identify with the brand but also with how they want to be recognised by others in their community. Being a part of a community also fosters a sense of belonging, which boosts brand loyalty. Furthermore, some customers look for material, ideas, and guidance, while others conduct surveillance and wish to share information. In short, regionally inclined content penetrates the audience’s heart and mind and leaves a mark on the brand.
A sense of community emerges as consumers engage with the brand ideology, leading to an emotional connection. As a result, with the help of regionally connecting content, a brand should create relationships within a brand community in a planned and continuing manner.
English language content can be found mostly i.e., 80% of the time on the internet. It’s also worth noting that there aren’t many content marketing websites available in regional languages. The development of both generic and regional content helps a brand develop a specific audience connection in the regional market, thereby also tapping the overall consumer environment.
BIn the current times, limited brands produce regional content, and hence one that does can produce a prominent mark in the consumer’s mind. This is one of the best ways of developing a unique identity in the minds of the audience. Language Services Bureau can help you translate your current content into any indian language as per your requirement
Be it print, broadcast, or radio, regional medium of communication has a stronghold over the remotest locations in the country. Therefore, to reach the target audience brands can use strategies to harness regional content as a powerful tool of communicating the brand identity/product/services. An added advantage for brands that are state or region-centric is that they can only choose to communicate in the regional language, enabling their message to reach the correct audience on a limited budget.
Hence, the balance of regional and generic content based on the brand’s marketing strategy can help it to succeed thereby enhancing the brand visibility and image in both the national and regional market.
Adding vernacular content to existing digital marketing strategy will usher in an era where there will be increased internet consumption, greater growth, high levels of literacy, better health and an economic boost to the Indian economy. Hence, localization of content will enhance small businesses, help tap into a larger customer base and in turn contribute towards the overall growth of the nation
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