Vaizle - Social media analysis of 100 Indian Startups · 2018-10-25 · Dear Marketers, Welcome to our yearly social media report on Key Findings 100 Indian startpus. You will ﬁnd

Annual Social Media Report on 100 Indian Startups

Jan - Dec 2017by

Startups Tracked

Startups Tracked

Dear Marketers,

Key FindingsWelcome to our yearly social media report on

100 Indian startpus. You will find social media

performance data of these startups and how it

changed across four quarters of the year 2017. You will

find startups segmented into 13 categories which gives

insight into how social media was used by each

startup segment.

Ÿ 60% of all content on social media was shared on Twitter, followed by Facebook, Google+, and YouTube.

Ÿ Facebook and Twitter are the most popular social media channels. 96 startpus had Facebook presence while 97 had Twitter profiles.

Ÿ In Q1 and Q3, most social media posts were focused on discount and offer related keywords.

Ÿ 15% of all the tweets were related to offers and discounts, most of which came from horizontal and fashion ecommerce.

Read on for more information. We hope you will find it

useful in improving your social media strategy.Yours,

Nitan Jain

Chief Product Officer, VAIZLE

Published bySign up now

https://vaizle.com/early-access?utm_source=Organic&utm_medium=Report&utm_campaign=100IndianStartups2017


Bigbasket single-handedly grabbed

16%

share of total replies.

Engagements Tracked

392.33 Million

Replies Tracked

128,161

Amplifications

Conversations

Applauses 61 Million

1.9 Million

0.9 Million

. . . . . . . . . . . . . .

. . . . . . . . . . . . . .

. . . . . . . . . . . . . .

Overview

Startups Tracked

100

Categories Tracked

13

Activities Tracked

112,943

Keywords Tracked

15,825W

Data Timeline

1st January, 2017 to 31st December, 2017

Platforms Tracked

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Percentage of content shared on

Twitter increased in every quarter

while that on Facebook decreased.

Overall, 60.3% of content was

shared on Twitter. However,

startups used Google+ and

YouTube with almost a consistent

frequency.

80

60

40

20

0Facebook

Q1 Q2 Q3 Q4

Twitter Google+_ Youtbe

Percentage of content shared on each social media channel

Percentage of content shared on each social media channel

Twitter Facebook

Google+ Youtube

Social Media Presence

60.3%

31.6%

2.1%6%

Twitter hosted more than

60%of total content posted.




Video Sharing

Brands using video content

0 100

90

40

No. of Brands

Comparison of video content shared on Facebook and YouTube

Facebook

Youtube

31.2%

68.8%

80

60

40

20

0

Percentage of video shared on Facebook and YouTube

Q1 Q2 Q3 Q4

Facebook Youtube

90% of the brands preferred

Facebook for sharing video content

in 2017. On the other hand, only

40% of the startups posted on

YouTube.

Facebook hosted

69%of total video content.

On Facebook, a 3-sec video view is counted as a successful video view. With this standard, if video views are counted, video engagements contributed over 83% to the total engagements. What should count as a video view is still debated among marketers.




Keyword ResearchWhat communication messages brands focused on?

Contest related keywords used 5,705. . . . . . . . . . . . . . . . . . . .

Discount & offer related keywords used 10,120. . . . . . . . . . . . . . . . . . . .

1500

1000

500

0

Variation of keywords usage in each quarter

Q1 Q3Q2 Q4

15% of all the tweets were related to

offers and discounts, most of

which came from horizontal and

fashion ecommerce. Discount and

offer related keywords were used

the most in the Q1 and Q3.

8.3% of all tweets were related to

contests.




1Activity

Average Activity per brand

Hyperlocal E-commerce

Health & Fitness

Misc.

Fintech, Finance &Payment Services

Fashion & Lifestyle

Sexual Wellness

Travel & HotelMarketplace

Edutech & EducationalServices

Classified

Real Estate

Home Furniture

Food Delivery

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Horizontal E-commerce 1476.1

968.4

669.8

890.4

647.3

2082.0

1510.7

1275.1

933.7

744.2

1208.5

1294.5

1191.3

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Real estate category won the social media

activity battle with each startup posting

2082 posts on average in a year. It was

followed by Classified category with the

likes of Cartrade, Quikr and CarDekho

posting 1510.7 posts per brand. Horizontal

E-commerce claimed the third spot with

1476.1 posts per brand. There was a tough

fight between Fintech & Finance and

Edutech & Educational Services for the

fourth spot but former got the fourth spot.

Worst performance came from Home

furniture category with only 647.3 posts

per brand.




Most Active Startup Category

Real Estate

Real estate startups were the most ones during 2017 with an

average brand activity of around 6 posts a day.

Real Estate was most active during 3th quarter of 2017 with 613.5

activity per brand.

With a total activity of 2,827 during the year and average

activity of just under 8 posts a day, Housing topped this

category. We can see that activity was maximum in 1st,

3rd and 4th quarter with a dip between March and July.

Most Active Brandin Real Estate

Housing

40

30

20

10

0Jan 12017

March 12017

May 12017

July 12017

Sep 1 2017

Nov 12017

Dec 312017

Q1

Q3 613.5

551

451

466.5

511

Q2

Q4

Quarterly Comparison

Activity/brand

Act

ivity

/Day




The Most Active Startup

Book My Show

Bookmyshow from the Miscellaneous category was the most active startup with 7,906 total posts

in a year and an average activity of over 21 posts a day. Top five spots were claimed by startups

from Miscellaneous, Edutech, Fintech, Travel & Hotel marketplace and Fashion & Lifestyle

categories.

Bookmyshow

Simplilearn

PolicyBazaar

Travel Triangle

Craftsvilla

Paytm

Housing

Koovs

TataCliq

Car Dekho

7,906

6,617

4,583

3,358

3,305

2,878

2,827

2,694

2,574

2,396

Top 10 Most Active Brands

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. . . . . . . . . . . . . . .

Bookmyshow was most active during the last quarter of 2017.

Activity in the first and the fourth quarter is nearly 1.5 times than

that in second and third quarter. The online ticketing startup was

not much active during summers as compared to winters.

Q1 2118

Q3 1,693

Q2 1,752

Q4 2,334


BookMyShow’s Quarterwise Activity




2Engagement Horizontal E-commerce


Health & Fitness

Misc.


Fashion & Lifestyle

Sexual Wellness



Classified

Real Estate

Home Furniture

Food Delivery

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Fashion & Lifestyle E-commerce startups

topped the engagement chart followed by

Travel & Hotel Marketplace and Horizontal

E-commerce startups with 6.47 and 6.13

million engagement per brand respectively.

It’s interesting to note how Fashion &

Lifestyle category’s total engagement was

almost double than that of its nearest

competitor in Travel & Hotel Marketplace

startups.

Average Engagement per brand

6,130,827.6

195,201.2

210,402.1

166,371.0

2,079,000.3

1,563,433.5

1,458,110.7

1,152,395.2

6,474,534.3

4,103.0

11,681,115.3

2,640,056.4

3,539,119.5




Most Engaging Category

Fashion & Lifestyle

This category got the maximum engagements with an average of

22 engagements per brand every minute! Myntra and Koovs

received major chunks of the engagement. Myntra had 95 million

engagements while Koovs received 59 million engagements.

Myntra topped engagement chart with an average of 3

engagements every second during the year 2017!

Increased peaks in fourth quarter shows increase in

activity by the Fashion & Lifestyle startup.

Most Engaging Brand inFashion & Lifestyle

Myntra

Activity

/Day

30

20

10

0

Fashion & Lifestyle E-commerce category got 4.4 million

engagement per brand in fourth quarter, 2x improvement from the

previous quarter. This jump was probably due to the festive season

and new campaigns launched in fourth quarter.


Q1

Q4

2,700,279.75

2,254,279.31

2,282,381.75

4,444,174.50

Q2

Q3

Engagement/brand

Published by

Jan 12017

March 12017

May 12017

July 12017

Sep 1 2017

Nov 12017

Dec 312017

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The Most Engaging Startup

Myntra

Top two of the top three startups belonged to Fashion & Lifestyle category. E-commerce startups

like Flipkart, Snapdeal, Paytm could not find a place in top 10 most engaging startups.

BookMyShow the most active of all the 100 startups could only manage seventh place in terms of

engagements in 2017.

Myntra’s engagements jumped substantially from Q1 to Q4. In

Q4, Myntra got 63.12 million engagements which was a 4x jump

from previous quarter!


Myntra

Koovs

OLA

Redbus

Shopclues

Mobikwik

Bookmyshow

Yatra

Craftsvilla

PolicyBazaar

95,001,696

59,762,893

37,881,801

27,417,805

22,532,303

18,423,376

17,006,564

14,072,563

12,860,283

12,086,459

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. . . . . . . . . . . . . . .

Q1 573,394

Q3 17,430,732

Q2 13,869,477

Q4 63,128,093

Myntra’s Quarterwise Engagement Chart

Published by

Top 10 most engaging brands

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Engagement Type: Conversation

Top 3 categories with most commentsConversations (comments) per brand

Top 3 startups with most comments

Travel & Hotel Marketplace

Horizontal E-commerce

Classified

26,668.4

24,407.6

17,264.0

Travel & Hotel Marketplace startups received highest

conversations on their content with 26,668 comments.

Horizontal E-commerce startups followed with an

average of 24,407 comments and Classified category

secured third position with an average of 17,264

comments.

Travel & Marketplace startup Ixigo came out to be the most

commented on startup with 1,67,205 comments. Alibaba backed

PayTM received 97,500 comments. Youth lifestyle startup, Happily

unmarried was third in this parameter with 92,459 comments.

167,205

97,500

92,459

Ixigo

Paytm

Happily Unmarried




Engagement Type: Amplification

Top 3 categories with most shares Amplifications (shares) per brand


Miscellaneous

Fintech, Finance & Payment services

49,714.0

34,658.3

30,862.2

Horizontal E-Commerce startups’ content was shared

the most on social media with 49,714 shares per brand.

It was followed by startups in Miscellaneous category

and Fintech, Finance and Payment Services with 34,658

and 30,862 amplifications per brand respectively.

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. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Top 3 startups with most shares

The most active startup was the most amplified startup too.

BookMyShow’s content was shared 360,608 times, more than two

times than that of its closest counterpart, Mobikwik which received

177,869 amplifications. Paytm was at third spot with 143,739

amplifications.

360,608

177,869

143,739

Bookmyshow

Mobikwik

Paytm




Engagement Type: Applause

Top 3 categories with most applauseApplause (likes & favorites) per brand

Fashion & Lifestyle E-commerce

Horizontal E-Commerce

Home Furniture

642,949.1

395,622.4

189,728.7

Horizontal E-commerce finally got a spot in engagement

type charts with 395,622 applauses for second position.

Fashion & Lifestyle was the most applauded category

with 6,42,949 applauses. Home furniture sneaked in to

third position with 189,728 applauses.

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. . . . . . . . . . . . . . . . . . . . . . . . . .

Top 3 startups with most applauses

Top two most applauded startups belonged to Fashion & Lifestyle

category. Craftsvilla and Koovs together got 20.82 million

applauses. It is due to this stellar performance by these two

startups that Fashion & Lifestyle category on whole became the

most applauded category. Tata Cliq was third with 6.84 million

applauses.

12,698,842

8,123,485

6,842,363

Craftsvilla

Koovs

TataCliq




3Engagement/Activity

Fashion & Lifestyle was the most efficient

category with an average of 9,665.8

engagement per activity. Travel & Hotel

Marketplace category was the only other

category which managed to get past the

5000 mark with an average of 6,934

engagements per activity.

Average Engagement/Activity



Health & Fitness

Misc.


Fashion & Lifestyle

Sexual Wellness



Classified

Real Estate

Home Furniture

Food Delivery

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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4153.3

201.6

314.1

186.8

3211.6

750.9

965.2

903.8

6934.2

5.5

9665.8

2039.4

2970.8




Most efficient category

Fashion & Lifestyle

Only one category managed to sail across the 9500 mark to be the

most efficient category. Myntra, Koovs and Caratlane helped

Fashion and Lifestyle category startups in getting an average of

9665.8 engagements per activity.

Myntra showed over 56x improvement in efficiency from

Q1 to Q4. Myntra got most of its engagement (over 63

million) in the last quarter. The performance in the final

quarter by Myntra comprised the major chunk of

engagement of Fashion and Lifestyle category

Most efficient brand inFashion & Lifestyle

Myntra

Fashion and Lifestyle startups received the most engagements in

the fourth quarter. There was nearly 2.5x improvement in efficiency

as compared to second most efficient quarter for this category. It’s

clear that in the last quarter of the year, Fashion and Lifestyle

category startups were more aggressive.


Average engagement/activity per brand

Myntra’s Quarterwise Engagement/activity Chart

Q1

Q1

Q4

Q4

7,790.2

3,475.12

7,941

86,290.75

6,359.8

48,325.7

20,281.4

194,839.79

Q2

Q2

Q3

Q3




Most Efficient Brand

BYJU’s

BYJU’s from Edutech category was the most efficient startup in 2017. It is interesting to note that

BYJU’s was sixth from the bottom in social media activity with just 78 posts throughout the year.

However, the startup received 9.1 million engagement which might be due to its or social ad

budget. Three startups from Fashion & Lifestyle made it to the top 10.

BYJU’s showed a massive jump in engagement/activity during the

last quarter of 2017. All credits to the 10 posts by the Edutech startup

in fourth quarter which garnered 8.2 million engagements.

Quarterly ComparisonTop 10 most efficient brands

BYJU's

Myntra

redbus

OLA

Koovs

Mobikwik

Shopclues

caratlane

Yatra

Cleartrip

116,702.4

97,138.7

55,277.8

39,053.4

22,183.7

13,893.9

13,246.5

12,995.4

10,858.5

8,488.9. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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. . . . . . . . . . . . . . .

Q1 5,079.6

Q3 21,010.6

Q2 12,416.4

Q4 821,257.0

Byju’s Quarterwise Engagement/activity chart




4Video Engagements Horizontal E-commerce


Health & Fitness

Misc.


Fashion & Lifestyle

Sexual Wellness



Classified

Real Estate

Home Furniture

Food Delivery

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Fashion & Lifestyle E-commerce category

received the highest video engagements

per brand during 2017. Travel & Hotel

Marketplace and Horizontal E-commerce

followed at number two and number three.

Hyperlocal E-commerce and Sexual

wellness categories performed worst in this

parameter.

Average video engagment per brand

4,520,559.4

10,306.6

88,376.7

21,486.2

1,888,026.0

1,044,211.0

938,983.0

1,021,989.4

6,322,975.3

473.4

10,000,969.3

2,356,736.6

3,110,320.6




Most Engaging Category (Video)

Fashion & Lifestyle

Myntra was the most engaging brand in video content for

Fashion & Lifestyle category. Myntra got 94.94 million

video engagements in 2017. 99.94% of the total

engagement for Myntra came from the video content. 63.1

million of this video engagement came in the fourth

quarter.

Most Engaging Brand (Video)in Fashion & Lifestyle

Myntra

7500000

5000000

2500000

0

-2500000Vid

eo E

nga

gem

ent/D

ay

Fashion & Lifestyle E-commerce startups created most engaging

video. This category received a whopping 10 million video

engagements per brand in 2017. Myntra and Koovs helped this

category to reach the top spot with 90 million and 51 million video

engagements.

As expected Fashion & Lifestyle category got maximum video

engagement in the fourth quarter given the festive season. In all the

other quarters, its video engagement was almost constant.


Video engagement/brand

Q1

Q4

2,066,810.25

2,005,168.25

1,691,053.18

4,237,937.625

Q2

Q3

Jan 12017

March 12017

May 12017

July 12017

Sep 1 2017

Nov 12017

Dec 312017




Most Engaging Brand (Video)

Myntra

Myntra was also the most engaging startup in video content out of all the 100 startups. It got 1.8

times more engagement on its video content than its counterpart from the same category. BYJU’s

the most efficient startup managed to knock into top 10 most engaging startups for video content.

Myntra’s activity was more or less consistent throughout the

year. In terms of video engagements it received just 5,66,013

video engagements in Quarter 1 but more than 100 times this

number in Quarter 4 making it the most video engaging startup.

Quarterly ComparisonTop 10 most engaging brands (video)

Myntra

Koovs

OLA

Redbus

Shopclues

Mobiwik

Bookmyshow

Yatra

PolicyBazaar

BYJU

94,949,322

51,911,880

34,966,949

26,897,252

20,082,523

17,110,734

14,328,476

13,608,575

12,048,731

8,899,984

. . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . .

. . . . . . . . . . . . . . .

Q1 566,013

Q3 17,423,767

Q2 13,850,067

Q4 63,109,475

Myntra’s Quarterwise Video Engagement Chart




5Replies Horizontal E-commerce


Health & Fitness

Misc.


Fashion & Lifestyle

Sexual Wellness



Classified

Real Estate

Home Furniture

Food Delivery

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

This parameter indicates the services and

customer grievance redressal by a

brand/category on social media. More the

replies means more interaction with

customers/followers. Hyperlocal E-

commerce startups were most responsive,

followed by Travel & Marketplace and Home

Furniture startups. On the other side of the

spectrum, Real Estate, Eduech, and Sexual

Wellness startups replied a very few times

on social media.

Average Replies per Brand

1,044.9

6,733.0

798.1

387.6

3,413.7

55.5

1,184.0

45.0

3,620.0

37.4

1,084.3

514.4

860.4




Most Responsive Category

Hyperlocal E-Commerce

Bigbasket was the most responsive startup in Hyperlocal

E-commerce. It responded 21,087 times to their audience

in 2017.

Most Talkative Brandin Hyperlocal E-Commerce

Bigbasket

150

100

50

0Replie

s/D

ay

Hyperlocal E-commerce startups were most responsive with almost

18 replies per brand per day! Every fourth reply from a startup on

Twitter came from a Hyperlocal E-Commerce startup.

Although there are some ups and downs, Hyperlocal E-commerce

startups were quite active through out the year in responding to their

users.


1,513.4

1,652.8

1,739.4

1,827.4

Replies/brand

Q1

Q4

Q2

Q3Jan 12017

March 12017

May 12017

July 12017

Sep 1 2017

Nov 12017

Dec 312017




Most Responsive Brand

Bigbasket

Bigbasket was the most responsive startup. It responded to its audience every 25 minutes! Grofers,

also from same category, stood at the third position, closely followed by Lenskart at fourth with

11,036 replies in 2017.

Bigbasket replied most in second quarter followed by first quarter.

62.63% of the total replies of Hyperlocal E-commerce and 16.4% of

the total replies by all the 100 startups were given by Bigbasket alone.


Bigbasket

Redbus

Grofers

Lenskart

Jabong

Pepperfry

Cleartrip

Shopclues

1mg

Quikr

21,087

17,372

11,307

11,036

9,415

7,700

5,095

4,992

4,096

3,525

Top 10 most responsive brands

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Q1 5,436

Q3 4,947

Q2 6,462

Q4 4,242

Bigbasket’s Quarterwise Responsiveness Chart




Hashtag Analysis

Top 10 Hashtags Top 10 Hashtags Top 10 Hashtags

#contest

#ContestAlert:

#SayCheese

#win

#Contest

#goodies.

#VeggieChips

#PricesYouWillLove

#healthy

#HealthyBeginnings

#travel

#weekend

#ttot

#TravelTriangle

#India

#honeymoon

#romantic

#TravelTuesday

#Kerala

#adventure

#Insurance

#HealthInsurance

#Health

#LifeInsurance

#TwoWheeler

#Investment

#RT

#Life

#Tax

#LIC

321

197

195

147

69

58

58

45

41

41

665

306

292

221

216

196

81

69

67

66

913

718

189

185

139

118

112

94

83

82

. . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . .

Top 3 startups with most number of hashtags used

Policy Bazaar

2633 hashtags used

Travel Triangle

2179 hashtags used

Nature Basket

1172 hashtags used

. . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . .

9 out of Policy Bazaar’s top 10 hashtags

revolved around the product and

services likes about insurance,

investment, tax, etc.

TravelTriangle used 2179 hashtags

during 2017. All the hashtags by

TravelTriangle were focused on brand

message or brand recall.

Nature’s Basket used less than half the

hashtags by PolicyBazaar. More than

50% of its hashtags were related to

contests. Other hashtags included

offers and brand message.




Keyword Analysis

Top 3 categories with the highest

percentage of discount & offer

related tweets



Fashion & Lifestyle

26.94%

9.54%

19.81%

Horizontal E-commerce startups used most number of

tweets which were related to discount and offers.

Fashion & Lifestyle category used discount and offer

related keywords in 19.81% of its tweets whereas for

Hyperlocal E-commerce category 9.54% of the tweets

contained discount and offer related keywords.

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Top 3 Startups with the highest percentage

of discount & offer related tweets

Flipkart used discount & offer related keywords in more than 53% of

its tweets. Home Furniture startup, Fabfurnish and Hyperlocal E-

commerce startup, Zopnow used these keywords in 38% and 33% of

their tweets respectively.

53.8%

38.2%

33.0%

Flipkart

Fab furnish

Zopnow




Keyword Analysis

Top 3 categories with highest

percentage of contest related tweets


Horizontal E-Commerce

Misc.

16.63%

9.16%

7.41%

Hyperlocal E-commerce categories used contest

related keywords in 16.63% of the tweets. Horizontal E-

commerce category used content related keywords in

9% of its 6381 tweets. Miscellaneous category sneaked

in at third position with 924 contest related tweets.

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Top 3 startups with highest percentage

of contest related tweets

Shopclues used contest related keywords in 26.68% of its tweets to

secure the top position. Nature’s Basket being the second most

active startup could only manage second spot. Grofers from the

same category as Nature’s Basket used contest related keywords in

23.12% tweets to get third spot.

26.6%

23.6%

23.1%

Shopclues

Nature basket

Grofers




Keyword Analysis

Top 3 categories with highest percentage

of cashback related tweets


Fintech & Payments


5.64%

5.45%

1.41%

Paytm’s cashback centric keywords strategy drove both

the Horizontal E-commerce and Fintech category to the

first and the second spots respectively. Grofers cashback

related tweets helped Hyperlocal E-commerce category

in sailing to the third space.

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Top 3 startups with highest percentage

of cashback related tweets

Paytm, as always, used a lot of cashback related tweets. 352 of its

1421 tweets used the ‘cashback’ keyword. 24.11% of the 871 tweets

by Freecharge in 2017 contained cashback related keywords. Oxigen

Wallet took the third place in the chart. Fintech startups clean

sweeped all the top three spots in usage of cashback related

keywords.

24.77%

24.11%

9.39%

Paytm

Freecharge

Oxigen wallet




Keyword Analysis


of brand recall related tweets

Sexual Wellness

Fashion & Lifestyle


34.33%

21.33%

19.24%

Sexual Wellness category made their presence felt here.

With 34.34% of their total tweets containing brand recall

related keywords, they claimed the top spot. They were

followed by Fashion & Lifestyle and Horizontal E-

commerce followed on the second and the third spot

respectively.

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .


of Brand Recall Keywords

Mswipe and Freecharge got the first and the third rank respectively.

61.11% and 50.057% of their tweets in 2017 contained brand recall

recall related keywords respectively. Koovs was second with over

53% of its tweets directed towards brand recall.

61.1%

53.0%

50.0%

Mswipe

Koovs

Freecharge

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Key Insights

Ÿ Overall activity of all the 100 startups decreased gradually from Q1 to Q4.

Ÿ On the contrary, overall engagement of all the 100 startups increased gradually from Q1 to Q4. The video engagement share also increased as 2017 progressed.

Ÿ Top three startups using highest number of hashtags focused on brand messaging.

Ÿ Hyperlocal E-commerce showed affinity towards contests and contest related keyword strategy.

Ÿ Fintech startups focused more on cashback offers.

Ÿ BYJU’s raised $200 million in July from Tencent. It is for this reason that the Bangalore based startup went all out in quarter 4.The Edutech startup appointed Shahrukh Khan as their Brand ambassador in November 2017.

Published by

BYJU’s Quarterwise Engagement Chart

Overall engagement & Video engagement (100 Startups)

Overall Activity of 100 startups

Q1

Q4

81,273

399,201

409,740

8,212,570

Q2

Q3

34k

32k

30k

28k

26k

150 m

100 m

50 m

0

Ac

tiv

ity

En

ga

ge

me

nt

Q1

32,671

29,317

27,46026,373

Q1

Q2

Q2

Q3

Q3

Q4

Overall

Video

Q4

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Brand Activity The number of posts posted by a brand across all social

media channels. In the context of this report, all social

media channels include Facebook, Twitter, YouTube, and

Google+.

Brand engagement The total engagement a brand received across all social

media channels combined. For each of the social media

channel, engagement is referred by different

terminologies.

Facebook Likes+ comments + shares Favorites + RT Twitter

Likes + dislikes + comments + views YouTube Comments + share + plus 1's Google+

Applause Applause refers to likes (for Facebook and YouTube),

favorites (for Twitter), and +1s (for Google+). Total

applause refers to the cumulative sum of these

3 parameters.

Amplification Amplification refers to the number of times a post was

shared (for Facebook and Google+) and retweeted (for

Twitter). Total amplification refers to the cumulative sum

of these 2 parameters.

Conversation Conversation refers to the total number of comments

received and the replies made by the brand itself for

social media posts. The “comment” terminology is

consistent across all social media channels covered in

the report.

Video engagement Video engagement refers to the engagement a

video garnered on Facebook and YouTube.

Likes + Comments + SharesFacebook Likes + Dislikes + Comments + ViewsYouTube

Replies to users The number of times a brand replied to a user on Twitter.

Engagement per Engagement per activity refers to the average

Activity engagement activity received per post across all social m

media channels Mathematically, for a brand, it means

total engagement divided by brand activity (total number

of posts).

Appendix

Documents

Vaizle - Social media analysis of 100 Indian Startups · 2018-10-25 · Dear Marketers, Welcome to our yearly social media report on Key Findings 100 Indian startpus. You will ﬁnd