March 24, 2020

Vernacular content: A game changer in content marketing

Vernacular Content

Riding high on the explosion of smartphones and cheap internet services, the Indian population is rapidly moving towards digital platforms. And it’s not confined to metros and Tier I cities any more; the craze for the internet has gripped Tier II and Tier III cities as well.

With over 30 languages and 1600 dialects, a diverse country like India has immense potential for consuming vernacular content. Did you know we have more than 234 million native language speakers who are active online? This underlines the power and potential of vernacular content in the Indian context.

Research on the growth of India’s vernacular user base estimates that the number will touch 540 million by next year. With the demand for localized content reaching new heights, the availability of such content vis-à-vis the demand is paltry. With such a huge gap between demand and supply, there is massive scope for content marketers to exploit this untapped market.

By 2021, it is estimated that 9 out of 10 internet users would prefer content in their regional language. But what vernacular channels can be explored? Let us take a look.

Websites in multiple languages

Web content should be the first channel one should explore. A multilingual website can help connect your business with locals better than anything else. And it’s not confined to Hindi alone; digital marketers are targeting other languages such as Gujarati, Bengali, Tamil, Telugu, Punjabi etc. to cater to a much wider audience. Most Indians feel more comfortable consuming localized content as against content in English.

Localized videos for better penetration

Lately, video content generated in regional languages has been bringing spectacular results for digital marketers. As videos turn out to be the best platform to convince consumers to buy products; video content in one’s own language helps to bridge the gap and convey the idea more clearly. The chances of your video being remembered and shared are also high when done in a regional language. The success of TikTok – a platform for short videos – is a testament to this fact.

Audio content in the consumer’s language

The internet has reached India’s interior, with most people having access to smartphones. However, they may or may not be literate enough to understand written text – even if it’s in their own language. In this regard, a recorded version of the content in their language can be an ideal alternative. By adopting a voice-enabled medium, you can reach an audience that was hitherto considered ‘not much potential’, and open up new avenues of marketing.

How to build vernacular content at scale

As a digital marketer, you need to first understand that mere translation of existing English content on your web page, app, or blog won’t be enough. If you really believe in making a connect between your brand and potential users, you need to go beyond the superficial and localize your content. Transcreation should be the way forward rather than hiring translators or translation agencies to churn out flavorless vernacular content.

Last words

Brands need to be conscious as to what their target users consume on the internet. Knowing their interests and preferences, brands can weave tailored content in the local language to gain maximum ROI. Since there is a growing trend of users preferring recommended content over searching for their own; a new window has opened for marketers to slip in content that’s relevant to their target audience. By harnessing the potential of localized content, brands can increase the probability of winning customer trust manifold.

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