Have you ever scrolled through your social media feeds and stumbled upon a brand that surprised you? Maybe it’s a local spice company with hilarious memes, a traditional footwear brand rocking Instagram stories, or a sustainable clothing line hosting interactive polls on Twitter. These “unexpected” Indian brands are proving that social media success isn’t limited to tech giants or fast-fashion chains.

This blog post delves into the strategies used by these unlikely social media conquerors, offering valuable insights that any brand, regardless of industry, can leverage to build a thriving online presence.

The Unexpected Social Media Conquerors (5 Examples)

The Indian social media landscape is a vibrant tapestry. While established players like fashion brands and e-commerce giants dominate a portion of the space, a new wave of unexpected contenders is rising to the challenge. Here are five such brands that have defied expectations and carved a niche for themselves:

1. Lijjat Papad: Founded in 1959, Lijjat Papad is a household name in India, synonymous with crispy, delicious papads. But who would have thought this traditional brand would become a social media darling? They’ve achieved this by creating relatable content that celebrates the everyday struggles and joys of Indian families. Their humorous memes and recipe suggestions have garnered them over 730,000 followers on Facebook alone!
2. Liberty Shoes: Remember those brown leather chappals your dad used to wear? Liberty Shoes, the brand behind them, has been around since 1954.  However, they’re not letting their heritage hold them back. Their Instagram account features trendy photoshoots showcasing their surprisingly stylish footwear alongside relatable captions. This unexpected twist has garnered them over 220,000 followers, proving that comfort and style can go hand-in-hand.
3. Haldiram’s: For decades, Haldiram’s has been synonymous with delicious snacks in India. But their social media presence goes beyond simply showcasing their products. They host interactive quizzes about Indian food trivia, partner with food bloggers for recipe creation, and even run engaging contests. This strategy has resulted in a loyal online community of over 7 million followers on Facebook!
4. Bare Anatomy: Sustainability is a growing concern, and Bare Anatomy is an Indian brand capitalizing on this shift. This eco-conscious beauty brand uses recycled materials in their packaging and promotes ethical sourcing. Their social media presence reflects this ethos, featuring content on sustainable living tips alongside product information. This resonates with environmentally conscious consumers, reflected in their over 400,000 followers on Instagram.
5. Wingreens Farms:  Fresh, healthy living is another trend taking India by storm, and Wingreens Farms is at the forefront. This company, known for its farm-to-table salads and healthy snacks, uses social media to educate consumers about healthy eating and living. Their informative posts, recipe videos, and collaborations with fitness influencers have garnered them over 1 million followers on Instagram, proving that healthy can also be social media-savvy.

Decoding Their Success: Key Strategies

So, what’s the secret sauce behind these unexpected social media success stories? Let’s explore some key strategies that all five brands have in common:

• Content is King (and Queen): In the age of information overload, high-quality, engaging content is paramount. The brands we mentioned prioritize creating content that resonates with their target audience. This could be funny memes (Lijjat Papad), stylish product photoshoots (Liberty Shoes), or informative health tips (Wingreens Farms). The key is to understand what your audience wants to see and deliver it in a way that’s both informative and entertaining.

Did you know? According to a Sprout Social: https://sproutsocial.com/ study, 64% of consumers say they have made a purchase after seeing a brand’s social media post. This statistic highlights the power of compelling content in driving brand awareness and sales.

• The Power of Community Building: Social media isn’t a one-way street. Building a strong online community is crucial for long-term success. These brands actively engage with their followers by responding to comments, hosting contests, and encouraging user-generated content.

For instance, Haldiram’s frequently runs recipe contests where users share their own creations using Haldiram’s products. This not only fosters brand loyalty but also generates fresh content ideas. Remember, social media is a conversation, not a monologue.

Leveraging the Right Platforms: Not all social media platforms are created equal. Each platform has its own unique audience and culture. These brands understand this and tailor their content accordingly. For example, Liberty Shoes leverages the visual appeal of Instagram to showcase their footwear through trendy photoshoots. On the other hand, Wingreens Farms utilizes Instagram’s video capabilities to share informative recipe tutorials. Similarly, Haldiram’s interactive quizzes work well on Facebook, where users can easily participate and share results with friends. Understanding your target audience and the strengths of each platform is key to maximizing your social media impact.

• The Influencer Effect: Partnering with relevant influencers can be a powerful tool for reaching a wider audience and building brand trust. These unexpected Indian brands haven’t shied away from influencer marketing. For instance, Bare Anatomy has collaborated with eco-conscious beauty bloggers to promote their products and sustainable practices. Similarly, Wingreens Farms has partnered with fitness influencers to create healthy recipe content, leveraging their established audience to spread the message of healthy living.

Beyond the Unexpected: Universal Lessons

The success stories of these “unexpected” brands demonstrate that social media success isn’t limited by industry. Here’s how you can apply these key strategies to your own brand, regardless of what you sell:

• Know Your Audience: The foundation of any successful social media strategy is a deep understanding of your target audience. Who are you trying to reach? What are their interests and pain points? Once you have a clear picture of your ideal customer, you can tailor your content and messaging to resonate with them.
• Embrace Consistency: Social media is a marathon, not a sprint. Building a loyal following requires consistent posting and engagement. Develop a content calendar to plan your posts in advance and ensure a regular flow of fresh content.
• Storytelling is Key: People connect with stories. Use social media to tell your brand story, showcase the people behind your business, and highlight the values you stand for. This helps you build a deeper connection with your audience and fosters brand loyalty.
• Embrace Authenticity: Consumers can smell inauthenticity from a mile away.  Be genuine in your interactions and let your brand personality shine through.  Don’t be afraid to show your human side and have some fun with your content.
• Measure and Adapt: Social media is a dynamic landscape. Track your results through platform analytics to see what content resonates with your audience and what doesn’t. Use this data to refine your strategy and adapt your approach for continuous improvement.

Call to Action

Now that you’re armed with the knowledge and strategies used by unexpected social media conquerors, it’s time to take action! Here are some steps to get you started:

• Identify your brand voice: What makes your brand unique? What kind of tone do you want to convey on social media? Developing a distinct voice will help you stand out from the crowd.
• Craft a compelling content strategy: Plan what kind of content you’ll create, how often you’ll post, and which platforms you’ll focus on.
• Start engaging with your audience: Respond to comments, answer questions, and participate in relevant conversations. Building a community takes time and effort, but the rewards are worth it.
• Don’t be afraid to experiment: Try new things, see what works, and learn from your mistakes. The key is to stay active, be creative, and have fun with it!

Have you been reading about the incredible social media success stories of “unexpected” Indian brands like Lijjat Papad and Liberty Shoes? These companies, known for traditional products, are taking the social media world by storm with innovative content and audience engagement strategies.

At FyerX, a leading social media marketing agency in Bangalore, we’re inspired by these success stories. They showcase the immense potential social media holds for any brand, regardless of industry.

Contact FyerX today for a free consultation! We’ll help you unlock the power of social media and achieve your brand goals.

Conclusion

The rise of unexpected Indian brands on social media is a testament to the power of these platforms for businesses of all sizes. By understanding your audience, creating engaging content, and building a strong community, you too can leverage the power of social media to achieve your brand goals. So, take inspiration from these unexpected success stories, implement the strategies discussed, and watch your brand take the social media world by storm!