Are You Speaking the Language Your User Thinks In?
The Indian social media landscape is undergoing a significant shift, and it’s essential to adapt to the changing trends to stay ahead of the competition. Gone are the days when English was the primary language of online communication in India. According to recent reports, regional languages such as Hindi, Tamil, Bengali, and Marathi are now outperforming English in terms of reach and retention across various Indian platforms.
This paradigm shift is not just limited to language; it also extends to content strategy, voice, subtitles, and visual cues. The success of Indian social media campaigns no longer relies on mere translation but rather on cultural fluency. Native content is now the clear winner over neutral content, making hyperlocal content a highly effective strategy.
The Rise of Regional Languages
The Indian subcontinent is a treasure trove of diverse languages, with over 22 officially recognized languages and countless dialects. The internet has democratized access to information, enabling people to consume content in their preferred language. According to a report by the Internet and Mobile Association of India (IAMAI), 70% of internet users in India prefer consuming content in their native language.
The statistics are staggering:
- Hindi is now the most popular language on social media, with over 500 million users.
- Tamil, Bengali, and Marathi are not far behind, with significant user bases.
- English, once the dominant language, has seen a decline in its user base.
These numbers are a testament to the growing importance of regional languages in online communication. Brands must adapt to this shift by developing content that resonates with their target audience in their preferred language.
The Power of Voice, Subtitles, and Visual Cues
Content is no longer just about the written word; it’s also about the voice, subtitles, and visual cues that accompany it. A study by Facebook found that videos with subtitles and closed captions saw a 35% increase in engagement. Voiceovers in local languages have become a crucial aspect of content strategy, as they help to break down the language barrier and create a more immersive experience.
Brands can leverage this trend by incorporating regional accents, dialects, and cultural references into their content. For instance, a brand targeting the Bengali-speaking audience can use Bengali voiceovers and subtitles to create a more authentic and relatable experience.
Cultural Fluency Over Translation
In the past, brands would often rely on translation as a means to reach a wider audience. However, this approach has its limitations. Translation may not always convey the nuances of a language, culture, or context. Cultural fluency, on the other hand, requires a deep understanding of the local culture, nuances, and idioms.
Brands that opt for cultural fluency over translation can create content that resonates more deeply with their target audience. This approach involves immersing oneself in the local culture, learning the idioms, and incorporating regional references into the content.
Hyperlocal Content: The New Normal
Hyperlocal content has become the new normal in Indian social media. Brands are now focused on creating content that is specific to a particular region, city, or even neighborhood. This approach enables brands to tailor their content to the local audience, using language, tone, and references that are relevant to that particular region.
Hyperlocal content can take many forms, including:
- Regionalized hashtags and challenges
- Local events and activations
- Content that showcases local talent, culture, and traditions
- Partnerships with local influencers and content creators
Conclusion
The Indian social media landscape is undergoing a significant transformation, and it’s essential for brands to adapt to these changes. By speaking the language your user thinks in, using voice, subtitles, and visual cues, and adopting cultural fluency over translation, brands can create content that resonates with their target audience.
Hyperlocal content is the new normal, and brands that focus on creating content that is specific to a particular region can expect a higher level of engagement and retention. As the Indian social media landscape continues to evolve, it’s essential to stay ahead of the curve and adapt to the changing trends.
Source: https://www.growthjockey.com/blogs/social-media-trends-india-global
