On the occasion of Social Media Day 2022, Ishan Naman Sinha, AVP – Strategy, Supari Studios, in an exclusive interaction with MediaBrief, speaks about how Social Media empowers marketing and how brands have modified their communication approach to leverage the medium. He underlines the role of Social in Supari Studios’ media mix and highlights the importance of L&D for digital marketing teams. Read on.
Social Media Day is celebrated each year to recognise the impact that social media has had on communications around the world. So how has Social Media impacted your business and your communication approach?
Majority of the branded content we churn out resides on social platforms. Brands from different industries and categories, decide which platforms are of higher relevance to them based on the kind of audience they are addressing and this means that the metrics to measure success vary from brand to brand, platform to platform, algorithm to algorithm and metrics to metrics.
When creating content for these brands we have to take all of this into account along with the user and their behaviour /content consumption patterns that are pertinent to that particular platform.
How are you celebrating the Day?
How am I celebrating this day as an individual? – We already spend a lot of time on social platforms on a daily basis so on this Social Media Day I would take the time and switch off from all social platforms and take a break.
How am I looking at social media as an individual? – I am going to spend some time and explore a new social media platform that I am not on just yet and try to decode the mechanics of the same through a firsthand experience
What are your thoughts on moment marketing of commemorative days?
India has a country-wide average of people spending 2.36 hours on social media platforms. Brands on social platforms are trying to take a piece of the attention-pie that the users are spending.
A large part of doing this successfully means anticipating the ongoing sentiment and being a part of the current conversations. This is why moment marketing around commemorative days becomes really important for brands and leveraging these days effectively helps them ride the wave and get the eyeballs.
List three strong ways Social Media empowers marketing. What role does it play in your Media mix? By how much is the pie for Social media in a Brands’ marketing mix increasing? By what percentage has your social media marketing budget grown over the past?
Every marketing campaign has a lifecycle. Social media basically is the fuel that keeps this fire alive and extends the duration of this campaign. Social media also favours creators and encourages people to create content around existing content which, if done right, is a low-effort-high-reward-way to amplify and get more eyeballs for a brand.
With the D2C brands making their businesses social-first and carving a dent in multiple categories, the amount of investments that traditional brands are making out of their marketing budgets is growing exponentially so that it allows them to have a fair fight on a level-playing field.
How important is it for every marketing and brand and other vertical teams to be given L&D help on learning digital marketing (and social media as a part of it, of course)? What initiatives does your company undertake on this count?
What learning Microsoft office was back in the year 2000, that is how relevant learning digital marketing is right now for anyone and everyone. Not knowing it or keeping oneself up to date with this, as a marketer, is a handicap that will ensure your extinction.
To ensure upskilling and keeping everyone abreast with the latest trends we here have added e-Learning courses to individuals which directly ladder up to our company’s goals and we constantly identify webinars by global experts that the teams can attend.
We also conduct weekly knowledge sharing sessions which are directed to share individual’s knowledge across the organization regardless of one’s role or function.
What are some of the successes your company has had using social media?
Brands that we have helped in the recent past:
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Cred Youtube IPs: Helping the brand create meaningful and practical content consistently without compromising on the tone or the values of the brand.
Total watch time: 30k hours +
Minutes: 230 mins
Total views: 680k+
Reach: 7M+
Likes ratio: 96.7%
Comments: 1k+
Subs added: 4.4k+
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Flipkart: Leveraging category specific channels to create a large volume of video content that helps the users understand the category better but from the perspective of Flipkart and encouraging social-commerce.
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Netflix Money Heist: Creating noise across the country while teasing the final season of Money Heist in ways more than one. We came up with the idea of creating 3 content pieces that would go beyond just digital to build hype and get fans excited.
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Street Art:
We painted Money Heist themed 3D graffiti murals in Mumbai and Hyderabad, and then created a video showcasing how these murals appeared, turning them into spots for the fans to show their love. This garnered a lot of views on youtube but at the same time created a lot of social chatter where people would try and find these murals in their city and create content around the same upon discovery which created a ripple effect amongst other Money Heist fans.
Views- 424k
Comments-500+ comments
Likes- 27k
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Mass Heist-Eria:
A video showing superfans capturing the essence of India saying “Bella Ciao” to Money Heist in its final, beloved season, featuring popular faces like Baba Sehgal, Munawar Faruqui, VMinor and Verve Logic who have made a mark on the Indian internet in their own peculiar ways.
Views- 384k
Comments- 1.5k +
Likes- 25k
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Be a part of the Heist:
While we collaborated with a lot of influencers to play an interactive game on Instagram through stories. An interactive game on Instagram Stories where the viewer was taken on a journey with 6 influencers and got to be involved in a heist that everyone was committing together. We wanted the audience to feel the adrenaline rush of a heist and the thrill of making critical decisions in life-or-death situations.
TOTAL IMPRESSIONS: 6.9L +
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