With almost 2 billion monthly users on YouTube, it is a no surprise that online sellers are switching to this platform to post their ads and videos. Since the domain is e-commerce, people look for the products and their demo videos online. Providing apt ads based on search mechanism already has proven solutions for the brands.
“How-to” searches are on the rise on YouTube. Like the billboards that we see on the highways, YouTube channels also demand traffic to view the ads put up by them. Diverting traffic to a specific channel can be done by sorting the searches by topics, keywords and category to ensure it reaches the right target group.
As far as the Indian market is concerned, e-commerce websites have focused primarily on tapping the tier-2 and tier-3 cities with a wider distribution channel. The non-metro market has always been a not-so-much explored territory for the e-commerce giants. But, this trend is changing in a progressive manner due to the growth of internet connectivity in rural areas.
It is to be noted that our analysis focuses on e-commerce websites that sell multiple products by different manufacturers and are not limited to their indigenous ones.
Currently, there are 71 Indian YouTube channels related ECOMMERCE BRANDS by 2019. This report is to showcase how well ecommerce brand uploaded content is performing on YouTube for the year 2018. Here, you will get to analyze various factors like demographic segmentation, 50 most viewed brands, popular keywords used etc.
While designing the report, we divided 71 ecommerce brands into various subcategories like
ACCESSORIES | APPAREL & ACCESSORIES | AUTOMOBILES | BABY PRODUCTS |BEAUTY | ELECTRONICS | EYEWEAR | FOOD DELIVERY | FURNITURE & HOME DÉCOR | GIFT | GROCERY | HANDICRAFTS | HEALTHCARE | MULTI-PRODUCTS WEBSITE | REFURBISHED | SPORTS | TICKETS
- Accessories: Jewelry, watches etc.
- Apparel and Accessories: E-Comm websites that sell both clothes and related accessories
- Automobiles: Mostly Second-hand automobile sellers but also include new cars/bike sellers and reviewers
- Baby Products: Baby care products
- Beauty: Make-up and Skin care products
- Electronics: Consumer durables and electronics including earphones and speakers
- Eyewear: Websites that provide lens, lens solutions, spectacles and sunglasses
- Food Delivery: on demand doorstep delivery of food, beverages and desserts
- Furniture and Home Décor: Furniture, Lighting, Décor items
- Gift: Flowers, cards and other gifts and accessories
- Grocery: Perishable and non-perishable foods
- Handicrafts: Handmade useful and decorative objects
- Healthcare: Health maintenance and improvement products
- Multi-products website: That which sells items from all different genres, brands
- Refurbished: Unused customer items or returned products under warranty period, mostly electronics
- Sports: Online stores to buy sports apparel, accessories, playing and exercising equipment etc
- Tickets: Movies, travel, sports and entertainment events’ entry passes and tickets
Above mentioned subcategories will help us to understand which category is more prevalent in terms of viewership, likes, and dislikes. This report is highly beneficial to marketers and advertisers who can scan the content performance of 2018, and imply their learnings in upcoming video campaigns.
Amazon India with its Great Indian sale gathered the maximum views followed by Flipkart, BookMyShow and Myntra. Myntra had 2 sales bonanzas that month and hence high viewership along with Jabong with its Big Brand Sale. Grofers came up with Republic Day special.
Carat Lane and Nykaa focused on Valentine’s and Women’s day respectively. Nykaa in collaboration with Filtercopy had the most liked ad followed by Amazon, Myntra, Autoportal and Naaptol.
CarDekho featured in the February list of most viewed channel, thanks to its presentation on Auto Expo 2018. Netmeds.com was the most viewed brand in March on YouTube, followed by Flipkart with No Cost EMI ad, and Amazon India with #freshitup with Amazon. Myntra again came up with its fashion upgrade sale week.
Channels mostly focused on cashbacks, offers and discounts to woo viewers. Nedmeds announcing flat 100% cashback on all medicine purposes was the most liked ad in March.
Flipkart smart buy followed by Amazon’s Chonkpur Cheetahs during the start of IPL gained high viewership and Jabong.Netmeds, Paytm, Swiggy and PepperFry also featured in ther most viewed brands list along with BookMyShow for its IPL tickets.
Celebrity endorsement is what ecommerce websites are known for. Smartly amalgamating that with the upcoming festivals and events have led these multi products websites to gather high amount of viewership in their YouTube channels.
At times, companies tend to offer pre-festival sales. Similar was with furniture e-commerce major Pepperfry. Flipkart and Amazon cashed in on the big billion days and sale week while Myntra focused on Home-utsav time.
Towards the end of the year, in November, Flipkart focused on raising a generation of equals while Swiggy’s ad had a message that there’s a lot more to it than what we think as What’s in a name, Club Factory highlighted offers on its brands, Myntra, Amazon, Snapdeal and Paytm mall focussed on Diwali and Wedding season while Shoppers stop made an ad specifically for women.
Multi Products Website took the lion’s share in December due to the wedding season and upcoming sales in the ecommerce arena.
Multi Product Websites such as Flipkart have promoted their services through stars, mostly film actors, thereby being the most viewed category in E-commerce. Companies have relied on doctors and nutritionists for baby products.
Ticketing platforms such as BookMyShow and Paytm have promoted their services indirectly through films and lead actors in those films, hence were not considered for this classification. Beauty websites have relied on make-up artists and grooming experts for their promotion.
In conclusion, one could say that film actors were the top influencers for multi-purpose websites, while other experts have created a niche following in their own segments.
Download this free report by clicking the button below.
Being an artist, movie buff and a media enthusiast, content writing is my career train. I am a proud alumni of Symbiosis Institute of Media Communication (Pune) and currently working for Vidooly.