India has the world’s second-largest internet user population, with more than 350 million users connected and counting. According to the reports of Statista analysis, roughly 71 percent of these users come from small, lower-tier cities. This figure is unsurprisingly appealing and thanks to increased awareness and information access, these people are the next set of consumers. But how can one organization get in touch with them in the most efficient way?
ShareChat, India’s own social media platform, seems to have succeeded in finding the answer and showcases its regional skills. It is one of a kind platform that supports 15 Indian languages and dialects but not English. It strives to provide a welcome place on the internet for individuals to communicate their ideas, thoughts, and emotions without any language barrier, not just for those who want to use this space in their mother tongue but also for those who are new to the internet.
Users can exchange films, jokes, songs, and other language-based with other users via the company’s app, which includes private messaging, tagging, and personal messaging options.
ShareChat engages with local brands with local languages and also helps esteemed and established brands reach a wider audience. At such times, when brands are trying their best to keep customers busy in meaningful ways, sharing chat helped them discover that paying attention to local issues and communicating in local dialects is a big help in fixing the gap.
ShareChat does not ask its users to pay any money to use the platform. It earns revenue from Advertisements, financial transactions, and sponsored campaigns.
Key Marketing Strategies of ShareChat
Targeting the Language-based Audience
ShareChat approximately has 60 million active users per month and supports around 15 Indian languages. It is an apparent appeal for advertisements as an average user spends about half an hour per day on the ShareChat app. Brands are interested in partnering with ShareChat not only because it offers advertising solutions, but also integrates unique capabilities to help them achieve optimal reach.
ShareChat assists local businesses to reach out to a much more language-specific audience and also addresses a wider issue that global businesses face when they attempt to engage individuals in tiny areas.
Any brand that engages with ShareChat does so intending to leverage the app's success among language-based internet users and connect better with localized audiences. ShareChat allows well-established brands to strike down their ideas and campaigns and build them according to regional values and flavours.
It has received support from many social media apps worldwide and has taken measures to reach out to a more wide audience.
ShareChat uses Appnext Recommendation Engine to reach its target audience. Appnext is a pioneer that provides app suggestions to mobile phone users. Customers are guided by app next via their suffocatingly packed app stores.
The platform provides users with individualized suggestions for apps. With their collaboration with Appnext, ShareChat's daily activity has increased significantly allowing users to find a ShareChat that provides easy content discovery through on device and in device app placements to its users.
ShareChat is mining the market and audience in small cities, similar to what Tiktok once did in India when it wasn’t banned. According to the reports of “App Annie”, a worldwide analytics and market intelligence organization, India ranks number one in terms of downloading apps. India’s downloads increased by 190%, between 2016 to 2019, the greatest rise around the Globe. In comparison, global downloads saw an increase of only 45 percent, while China, which ranks second climbed at half the rate, increasing by 80%.
Covid-19 Marketing Strategy of ShareChat
Striking down even further, for the vast majority of potential downloaders; the internet is an entertainment zone, and time spent on such apps increased by 80% in India between the year 2017 to 2019. This data tells us a tale.
In these times of uncertainty, it takes on greater importance. According to a survey by BARC India and Nielsen on digital consumption, India’s average mobile phone usage is approaching nearly four hours per day which is a 12.5% increase from the pre-COVID period.
This has been a brilliant opportunity for ShareChat, which moved to make sure that verified information is visible at the head of its feed, prioritizing COVID fact check related content in more than 13 local languages and also increasing the promoting of law and government accounts over its platform. ShareChat also aims to build partnerships with various organizations.
This leading platform is expanding its avenues, both advertising and revenue and they’re also seeking a balance between the user experience and the business.
Unique Features of ShareChat Marketing Strategy
ShareChat is also testing a new ad strategy called splash entries, which is described as the first thing a user sees when they tap the app icon; a vertical ad that is up to 4 seconds and cannot be skipped. The ad appears as the initial post and blends with the user feed, one hundred percent and twice the impressions are all guaranteed with this stunning entry. It also has recently launched a 360-degree solution which is called Divas.
The platform is based on powerful AI potentiality that relies on first-party user data to ensure that users see only the content that they want which increases in-app usage time.
ShareChat is also introducing ShareChat TV, which will be the ideal space for long-term content and commercials, giving advertisers new ways to reach their desired audiences. The platform is also planning to launch the ADs platform which is currently in its beta phase, which will allow brands and advertisement agencies to set up, monitor, and target the campaigns on their own.
ShareChat’s popularity and profitability are drawing good investment as well. The platform was part of 100 million dollars funding led by Twitter. According to reports from a Zinnov, 81 percent of tier-2 and 80 percent of tier-3 people prefer to consume content on their mobile phones, and ShareChat has a wide range of content, including love, entertainment, and outstanding user-created content, it is safe to say that the app has direct access to India’s heart, with over 160 million users and increasing day by day.
What is the marketing strategy employed by ShareChat?
ShareChat uses Appnext Recommendation Engine to reach its desired target audience.
Who is the founder of ShareChat?
Ankush Sachdeva, Farid Ahsan, and Bhanu Singh are the founders of ShareChat.