The time for regional content to reign over the digital medium is now, as internet penetration grows across tier 2 and 3 cities. Leading content generation platforms have already started focusing more on Hindi and other Indian languages. While 95% of YouTube videos consumed are in regional languages, apps such as DailyHunt and ShareChat are allowing people to consume content in multiple languages.
Facebook and Google have started focusing on vernacular content, furthering the mass distribution of regional content. In fact, in 2019, Google enabled voice search for eight Indian languages earlier this year.
The exponential increase in the creation and distribution of regional language content has led to an explosion in terms of content consumption. This offers a huge growth potential to target these Indian language Internet users, which are expected to account for nearly 75% of India’s internet user base by 2021.
The 7 things keeping 'vernacular' at the core which can be a total game-changer for digital marketers are Multi-lingual web platform, Vernacular content capturing regional nuances, Regional videos – the future of digital content marketing, Voice-enabled content by marrying the 2 Vs - Voice & Vernacular, Regional insights to personalize communication, Two-way conversation through vernacular social media, Not translations, but transcreations!
The Google KPMG report is in line with the growing demand for language content. According to the report, 70% of Indians find local language digital content more reliable. Furthermore, 88% of Indian language internet users are more likely to respond to a digital advertisement in their local language as compared to English, and 90% of all video consumption happens in local languages. These numbers already tell a story.