Amazon Prime Video Master Strategy to promote local content
The Rise:
The use of OTT technology has made the content easily accessible to viewers across the globe and it is evident that the OTT (over-the-top) sector has been growing rapidly in recent years. In fact, as per a report use of OTT technology has made the content easily accessible to viewers across the globe.t by Digital TV Research, global revenues for online video entertainment are expected to reach $61 billion by 2020. Due to an increase in disposable income and a more mobile-centric society, the audience for OTT has seen a significant rise in the last few years.
With more people across different cities and ages becoming familiar with OTT, there is an added advantage for this sector’s potential – localization. The availability of TV shows and movies in multiple languages has resulted in a higher retention rate on OTT media apps. Within OTT media services, video consumption has surpassed video content streaming on television. Most shows, serials, and events are now being streamed on OTT platforms, moving audiences away from dish TV. It has been imperative that so many budding artists come forward to showcase their work through featured movies, movies, and web series. OTT platforms need to do more than their orthodox marketing to promote that content, especially through digital marketing.
A lot of options are available to the audience, and the OTT platform faces a lot of competition, so they should know how to stand out to get the traction they need. Amazon Prime Video has done something similar to promote its new series called Suzal: The Vortex. Digital marketing has been used on social media, YouTube, digital advertisements, and everything else possible, but one new strategy they adapted and have been successful with is influencer marketing in social channels. This influencer marketing is quite different from traditional influencer marketing.
The Strategy:
Using this strategy, Amazon Prime Video promoted it through different south celebrity accounts including Samantha, Keerthy Suresh, Anirudh (musician), Rashi Khanna, and many more.
In this case, native and influencer marketing are blended together. Let’s analyze the celebrity posts
This post is from Keerthy Suresh on Suzal-The Vortex. She has almost a whopping Instagram following of almost 12 million, and she’s best known for her Mahanati movie. Also, you might wonder if she knows the filmmakers and appreciates their work organically, but we clearly explained below in the blog why is it an Amazon Prime Video strategy to promote their video content.
This is the post from Anirudh Ravichander on Suzal-The Vortex. He is a popular Indian music composer and singer who primarily works in Tamil cinema. Many of his recent works include Vikram, Beast, Jersey, and many more. Almost like a native marketing style, relevancy played a critical role as he focused mainly on music, which is his field of expertise. Closely see the third comment which is intending to Hype and stating “The Hype is real”. Let’s cover it below
The Hype:
The Hype surrounding online video streaming is here to stay! As more and more people are getting used to the convenience of video content, the demand for online video streaming is only expected to increase further. The Hype was created initially and it is dominated by the master strategies from Amazon Prime Video. If your favorite celebrity is promoting a web series or movie in a particular language, why not consider subscribing to that OTT platform? Chances are, you will be able to watch the content without any issues. Celebrities play a crucial role in decision-making – if they are endorsing a service, it is likely to be successful. This type of engagement will be able to attract more audiences and they will be suggesting that content to their family and friends.
The Assumption:
Before going into the assumptions, let’s understand why Amazon Prime Video has been promoting local content. Amazon Prime Video is one of the most popular OTT platforms in the world, and it has been providing some excellent visual content but it also got a strong competitor in the form of Netflix. Netflix has seen huge success with their content from Spain- Money heist and they have grabbed that opportunity and started dubbing the popular show into various languages across the globe and even marketed with the local stars of India. The video link is attached below, Check it out
The above video from Netflix got huge attention from the Indian Audience and Netflix didn’t stop there. They produced local content across the globe and marketed it uniquely in every country understanding the country’s culture and dynamics.
Amazon Prime Video has a strong hold on South Indian content compared to Netflix, so they started their hunt for breakthrough content. Suzal-The Vortex has been one among them and they have dubbed the web series and added different language subtitles.
Here’s to all the business and marketing souls out there. I’d love to hear your thoughts/apprehensions/suggestions.
Feel free to check out our articles on marketing and sales. Please subscribe to our newsletter to receive notifications whenever we publish a new article