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Going Local: Using Vernacular Content to Connect With Your Audience!

What are consumers searching for in India? - All things local!

Indian audiences and consumers are looking for content that caters to their specific needs, such as in local languages they are fluent in. It can also be

region-specific. This is what the Google Year in Search Report 2020 tell us:

  • Voice Trends: 60% of users in India interact with voice assistants via their smartphones in regional languages.

  • Vernacular Content: People across India have used Google Translate features over 17 times in the past year to translate web pages into local languages.

  • With more than 84% of online video viewers preferring non-English materials — it’s no surprise that India’s next wave of online content will be linguistically diverse.

So, how does your brand ensure that you’re on the same page as your customers, linguistically speaking?

  • First off, your content needs to be accessible - depending on your audience, don’t be afraid to use Hinglish and other colloquial terms to establish a relatable and grounded tone.

  • By using local language ads and local language landing pages, brands can further connect with their current users while also reaching new audiences.

  • Instead of simply translating the material, consider trans-creating, inclusive, and impactful assets to build meaningful experiences so users can interact with the brand in a way that is natural and familiar. Incorporating typography and wordplay into the design is another way to go.

Basically, brands need to be highly conscious of what their target users are consuming on the internet. Knowing their interests and preferences, brands

can weave tailored content in the local language to gain maximum ROI.

This is what we, at Socially, do for all of our brands. We regularly incorporate local languages for our clients such as Bajaj Auto Finance and Muthoot Fincorp who have a pan-India reach to harness the potential of localised content.

With Tier 2 and Tier 3 cities quickly becoming very important audience segments, no matter what your brand is, marketers must understand the value of speaking languages other than English. If you would like to take the next big

(read: vernacular) step in digital marketing, you know where to reach us.

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