Language is endearing; language is pride; language is emotion and legacy. Regional content touches the audience and creates a lasting impression for the brand. For example, take the remake of South movies in Hindi and other regional languages. The story remains the same; the cities and the actors change. Therefore, this is the actual power of localisation of content. To understand the same, you can read the Dainik Bhaskar story here and understand how the brand reached 400 million Hindi speakers to become the 3rd largest media site in the country.
A sense of community emerges as consumers relate to a product proposition, creating an emotional bond. However, some consumers remain to be tapped when searchable content is available only in English.
According to marketers, customers join brand communities for various reasons, which may eventually be advantageous to the brand. For example, a brand that provides non-pitchy content that genuinely adds value to a consumer successfully creates a community. Apart from interest, age, sex, ownership of assets, etc., a brand can form a community based on the language it is spoken. A great example is Radio Mirchi, which creates snackable content on social media using their local RJs in various languages. Among some notable brands, Bandhan Bank has leveraged its interstitials beautifully.
The content created needs to resonate with all other ATL and BTL communication. For example, a brand creates a TV ad in Hindi to reach out to HSM markets, but the social media pages for the same brand show content in the Queen's Language. Isn't that myopic?
Creating content in regional languages is essential for 2022. As a result, a brand can get exposure to consumers who prefer consuming content in their native languages, even when they are online. However, a mere translation does not work here. It requires custom-created- content for this consumer, who is looking at the brand content from a different lens. Here is where our team of content writers at the Big Pitchr can help you create original content in 22 languages in India.
Regional language content: A typical case
A premium healthcare brand in India connects with its potential consumers by creating long-format blogs and videos containing testimonials, information about obesity and lifestyle diseases, and preventive measures. It is a leader in the digital-first healthcare space. For example, the brand wants to communicate to the 45-year-old male population about the debilitating effects of diabetes.
The food preferences, the pace of the city, professions, and lifestyle can impact the propensity of developing diabetes at 45, both in Jaipur and Kolkata. So when the brand reaches out to these consumers with diabetes-friendly vegan meals to combat diabetes, the reader in Rajasthan will possibly connect with it better than a fish-eating Bengali.
Suppose the same brand segments its potential customers based on geography and cultural preferences. Then, the same content can be geo-targeted with the localised nuances incorporated. If the content now hits your inbox in your language with your specific food choices taken into account, would it not positively impact conversion and ROI?
Given the ease with which all information can now be found online, we observe a need gap in this area. Brands need to create more content in regional languages. Our content services cover almost all of the regional languages spoken in India. As independent content marketing strategists, we collaborate with brands to produce content that ultimately is inclusive.
Create a Natural Connection Between the Brand and the Consumer
If a creator wants to build a sincere relationship with their audience, they should consider producing regional content. However, consistency and motivation are the keys to achieving the desired recognition or brand building. For example, during the COVID-19-induced lockdown, insurance brands could have created content in all regional languages to create an emotional bond with their customers by making the painful process of claims and settlements easier.
(Speaking in the consumer's language makes digital navigation easier, retains happy customers, and helps them during times of distress.)
An opportunity lost- but here is a shout-out to insurance marketers- it is never too late.
Increases Your Focus on Customers
All that is necessary for your content to take off is for consumers to comprehend your brand offerings.
We adore having anything tailored particularly for us. The pain of communicating in the consumer's language brings more authenticity and shows that the brand has gone through the trouble of talking to its users.
Creates Brand Identity
Producing content in regional languages is one of the best techniques to elevate your business identification. Unfortunately, most content on the internet, about 80% of the time, is in the English language. Therefore, if you want to create a differentiator, this could be a simple and cost-effective method to create a space in the consumer's mind.
Read here to know that for established businesses, local-language engagement means multiplying the total addressable market in the non-metros. That is not only the case for more prominent brands but also for local small and medium businesses and enterprising individuals.
Reach out to a more regional audience by overcoming the language barrier.
A consumer is not a standardised person. So, such simplifications as educated, young, urban, and upwardly mobile are passe. Therefore, if you are a cryptocurrency player and have access to exciting insights, like how more women from tier 2 and tier 3 cities have been investing since 2020, it could be a story worth telling other women from these markets in the language they understand the most. Your content can then work as an enabler.
Purchasing power is not directly proportional to consumers' propensity to consume English content. Therefore, when media is bought, keeping in mind the psychographic profile of a consumer, language becomes a determinant. However, a child consuming content in Malayalam may be equally interested in Metaverse as an 18-year-old studying in Bombay. Here, the only divide is the language of comfort. Just change the language of communication, ceteris paribus, and see the exponential growth in creating an emotional connection with a new set of audience.
Can creating content in regional languages help a brand generate more leads?
0%Definitely! Regional language content is a game changer.
0%No! The consumer only likes content in English.
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