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100

A Quarterly report tracking the Social Media Performance of 100 Indian Startups

100
Index
Overview

Horizontal E-commerce

Hyperlocal E-commerce
Healthcare & tness
Food delivery

Overview
The role of social media in digital marketing is diverse. From interacting with the target
market and raising awareness to business growth and customer service, the role of
social media is profound. It gives your business a more human identity and connect
with audience on a personal level.
However, the way Indian businesses use social media is still in its nascent stage.
While big businesses are still adopting, startups somehow have grabbed the
opportunity well to connect with their audience. Not to mention it offers a costeffective advertising option.
We tried to quantify the results of these efforts using our In-house Social Media
Analysis tool. This report publishes its ndings.

Since each startup is ghting the battle of customer attention with its own competitors,
we have segmented the startups in 13 categories:

Horizontal E-commerce
Hyperlocal E-commerce
Healthcare & tness

Home Furniture

Food delivery

Real Estate

Home Furniture

Classied

XOR 100 is a social media analysis of

Real Estate

Edutech and Educational Services

100 Indian startups for a period of three

Classied

Travel & Hotel Marketplace

monthsfrom July 1 to September 30,

Edutech and Educational Services

Sexual wellness

2016 (Second nancial quarter).

Travel & Hotel Marketplace


Sexual wellness

Fashion & lifestyle E-commerce


Fintech, Finance and Payment services

In the terms of its usage, social media has two parts: organic and paid. This report
analyses the data of the ORGANIC part only.

Fashion & lifestyle E-commerce

Miscellaneous

Fintech, Finance and Payment services

Appendix

Miscellaneous

Discuss Your Project

Contact Us for More Social Media Campaign Data

Index

Overview
How Indian startups are using social media

Overview
Data Timeline
Horizontal E-commerce

channels

1 July 2016 - 30 September 2016 (2nd nancial quarter)

Channel share in content

Hyperlocal E-commerce

Twitter was the most preferred platform for startups with 53.5% of total social
Healthcare & tness

Home Furniture

Startups Tracked

100

Facebook

Twitter

36.3%

53.5%

Real Estate
Classied

Categories

13

Sexual wellness

Appendix

Discuss Your Project

100

50

Google+

Platforms tracked

No. of companies active


on social media

Miscellaneous

1.96%

Channel share in company activity

Fashion & lifestyle E-commerce


Fintech, Finance and Payment services

Youtube

Twitter

Travel & Hotel Marketplace

8.26%

Facebook

Edutech and Educational Services

Google+

Youtube

Food delivery

media posts shared on the micro-blogging website.

Contact Us for More Social Media Campaign Data

Index
Overview

Overview
Channel share in video content

Facebook timeline graph for Q2

Facebook was the most preferred social media channel to post video content
Horizontal E-commerce

65

ahead of YouTube.
60

Healthcare & tness


Youtube

Food delivery

Facebook

47.8%

52.2%

Home Furniture
Real Estate

Channel share of daily posts

Hyperlocal E-commerce
55

50

45

35

30

July 10

July 24

Aug 7

Aug 21

Sep 4

Sep 18

Aug 21

Sep 4

Sep 18

Classied
Edutech and Educational Services

Channel share of companies with active video content

Google+ timeline graph for Q2

Travel & Hotel Marketplace

Miscellaneous
Appendix

80
60
40
20
0

Channel share of daily posts

Fintech, Finance and Payment services

100

10

Youtube

Fashion & lifestyle E-commerce

No. of active companies with


active Video Content

Sexual wellness

Facebook

11

9
8
7
6
5
4

Discuss Your Project

July 10

July 24

Aug 7

Contact Us for More Social Media Campaign Data

Overview

Overview

Twitter timeline graph for Q2

Horizontal E-commerce

Twitter beat other three social media channels in overall content sharing as well as
sending out posts on most days.

75

45
35

Top 3 startups which used "Content" related tweets

30

July 10

Classied

July 24

Aug 7

Aug 21

Sep 4

70

Sep 18

Edutech and Educational Services


Travel & Hotel Marketplace
Sexual wellness

Youtube timeline graph for Q2


YouTube was the only platform with zero activity days. That is, all companies combined
did not share videos on YouTube on a few days.

Tweet Count

65

60

Freecharge

Real Estate

50

80

Flipkart

Home Furniture

Channel share of daily posts

Food delivery

55

85

Firstcry

Tweet Count

90

PayTM

65
60

Healthcare & tness

95

TATA Cliq

Hyperlocal E-commerce

Top 3 startups which used Discount and offers related tweets

Oyo Rooms

Index

55

10

Discuss Your Project

July 10

July 24

Aug 7

Aug 21

Sep 4

Sep 18

250
200
150
100
50
0

Yepme

Freecharge

Appendix

Top 3 startups which used "Brand Recall" related tweets

Koovs

Miscellaneous

Tweet Count

Fintech, Finance and Payment services

Channel share of daily posts

Fashion & lifestyle E-commerce

Contact Us for More Social Media Campaign Data

Average brand activity in Q2 (across all social channels combined) : 546


Snapdeal turned out to be the most active brand on social media followed by

TataCliQ averaging equally almost 10 post/day.

1 July 2016 - 30 September 2016 (2nd nancial quarter)

Food delivery

1000

Real Estate

600

Classied

400

Edutech and Educational Services


Platforms tracked
Travel & Hotel Marketplace

200

Yellow Messenger

800

Total activity

Home Furniture

Flipkart

Startups covered

Inbeam

Healthcare & tness

Data Timeline

Average brand activity turned out to be 6 posts per day

TATA Cliq

Hyperlocal E-commerce

Brand Activity

Shopcluess

Horizontal E-commerce

Horizontal e-commerce is the playeld of all-rounders. The e-commerce players


who set the tone and voice of e-commerce segment in India. We tracked Indian
poster boys of this segmentfrom Flipkart and Snapdeal to the new comer Yellow
Messenger and new entrants with a legacy like Tata Cliq.

Paytm

Overview

Horizontal E-commerce

Snapdeal

Index

Sexual wellness

Twitter keyword anaylsis

Fashion & lifestyle E-commerce


Fintech, Finance and Payment services

Key takeaways
The most used keywords on social media are focused on promoting discount and

Miscellaneous
Appendix

sale offers.
Twitter is the most preferred platform to share content.
Facebook video is giving head-on competition to YouTube in terms of engagement

and traction.

Discuss Your Project

The most used keywords on social media are focused around promoting discount
offers. Among sale, off, deal, discounts and offers, sale was used the
most.

Contest was the second most used keyword in horizontal ecommerce, used

generally to promote giveaway contests.


Many companies used company name in the tweets and hashtag for brand recall.

Contact Us for More Social Media Campaign Data

Overview
Horizontal E-commerce

Horizontal E-commerce
Percentage of tweets containing keywords related to:

12.5% Discount & Offers

12%

Contest

6%

Brand Recall

Hyperlocal E-commerce
Healthcare & tness
Food delivery
Home Furniture

Flipkart's 20% social media tweets were centered around Contests.


While PayTM was more focused on Discount offers with 23% posts
containing related keywords, they also used keywords focused on
Brand Recall including related keywords in of 11% of total posts.

%age of tweets containing these keywords

Index

25

20

15

10

Flipkart

Snapdeal

Paytm Shopclues Tata Cliq

Real Estate

Inbeam

Yellow
Messenger

Classied

Paytm Brand recall timeline

Edutech and Educational Services


Travel & Hotel Marketplace

Fashion & lifestyle E-commerce


Fintech, Finance and Payment services
Miscellaneous
Appendix

No. of tweets containing Paytm

Sexual wellness

3
2.5
2
1.5
1
0.5
0

July 10

Discuss Your Project

July 24

Aug 7

Aug 21

Sep 4

Sep 18

Contact Us for More Social Media Campaign Data

Index
Overview

Horizontal E-commerce
Top 10 hashtags by Snapdeal

Total engagement comparison

Horizontal E-commerce

#AmishOnSnapdeal

#Look2016WithSnapdeal

Flipkart

19%

#PotterheadsWithSnapdeal

10

#SnapdealWishForIndia

20

#MyPerfectPet

30

#contest

Home Furniture

Hashtag Count

Food delivery

40

#UnboxZindagi

Healthcare & tness

#UnboxDiwaliSale

50

#Look2016WithSnapdeal

Hyperlocal E-commerce

#BourneManiaWithSnapdeal

Others

45%

Snapdeal

36%

Real Estate
Classied
Edutech and Educational Services

Brand Engagement

Coversation (replies)
Flipkart struck the most conversations with social media audience.

Flipkart emerged as the leader in brand engagement followed by Snapdeal. On the


other hand, Yellow messenger received total engagement of 29 within 90 days.

Travel & Hotel Marketplace

Amplication (shares + retweets)


Flipkart received highest amplication per post.

Sexual wellness
4M

Discuss Your Project

Yellow Messenger

Inbeam

TATA Cliq

1M

Shopcluess

Appendix

2M

Paytm

Miscellaneous

Total engagement

Fintech, Finance and Payment services

Applause (like + favorite)


Snapdeal

3M

Flipkart

Fashion & lifestyle E-commerce


Flipkart got 3 times more applause on social media than all other 6
startups combined.

Flipkart consistently used contest as an engagement tool in 90 days period.


Averaging almost once per day!

Contact Us for More Social Media Campaign Data

Index

Horizontal E-commerce

Overview

Total video engagement by brand

Video engagement timeline of all brands

Horizontal E-commerce

Out of 2.7mn total engagement for Snapdeal, 2.5mn engagement came from
#unboxZindagi videosa part of rebranding campaign.

Video engagement rose steeply for Snapdeal between September 12 and September
30 after the launch of UnboxZindagi campaign.
1.5M

Hyperlocal E-commerce
Snapdeal

2.5M

Healthcare & tness


2M

Food delivery

2.5M

Yellow Messenger

TATA Cliq

Inbeam

Total video engagement

Edutech and Educational Services

0.5M

Shopcluess

Classied

1M

Paytm

Real Estate

1.5M

Flipkart

Home Furniture

Total video engagement

2M

1M

0.5M

July 10

July 24

Aug 7

Aug 21

Sep 4

Sep 18

Travel & Hotel Marketplace


Sexual wellness

Even Shopclues capitalized more on video content with more than 50% engagement
coming for videos. However, Flipkart's digital strategy was more focused on text and
image-based content.

Fashion & lifestyle E-commerce


Fintech, Finance and Payment services
Miscellaneous

For Snapdeal, facebook videos outperformed YouTube videos


as the preferred channel for sharing video content.

Facebook

64.2%

Youtube

35.8%

Appendix

Discuss Your Project

Contact Us for More Social Media Campaign Data

Index

Horizontal E-commerce

Overview

Replies to users

Horizontal E-commerce

Shopclues used Twitter as their customer help desk and their replies are staggering
2.6 times more than all the other brands combined.

Shopclues replied to users almost 13 times a day.

Hyperlocal E-commerce
Healthcare & tness
Shopcluess

1.5M

Food delivery
800

Home Furniture

2.5M

Inbeam

TATA Cliq

Yellow Messenger

Travel & Hotel Marketplace

100

Paytm

Edutech and Educational Services

200

Snapdeal

Classied

400

Flipkart

Real Estate

Total replies to twitter users

600

Total replies by Shopclues to twitter users

1000

2.5M
2M
2M
1M
0.5M
0.5M
0

July 10

July 24

Aug 7

Aug 21

Sep 4

Sep 18

Sexual wellness
Fashion & lifestyle E-commerce
Fintech, Finance and Payment services
Miscellaneous
Appendix

Discuss Your Project

Contact Us for More Social Media Campaign Data

Index
Overview
Horizontal E-commerce
Hyperlocal E-commerce

Hyperlocal E-commerce
This category comprises startups which are delivering the products within a city and
lesser timeframe. The products offering of these startups is not just groceries but also
consumer goods like electronics. Having once looked the most promising and rising,
many hyperlocal ecommerce stores are shutting their doors permanently. We tried to
cover a variety of startups in terms of their size and offerings.

Brand Activity
Average Brand activity in Q2: 265
Average brand activity turned out to be 6 posts per day
Nature Basket was the most active brand in the category averaging 5 posts per day

Data Timeline

Food delivery

1 July 2016 - 30 September 2016 (2nd nancial quarter)

followed by Big Basket.

200

Total activity

Classied
Edutech and Educational Services
Travel & Hotel Marketplace
Sexual wellness

Zopnow

Startups covered

Zooper

300

Real Estate

Grophers

Home Furniture

Big Basket

400

Nature Basket

Healthcare & tness

100

Platforms tracked

Fashion & lifestyle E-commerce

Twitter keyword anaylsis

Fintech, Finance and Payment services

'Content' turned out to be the most used keyword in hyperlocal ecommerce

Miscellaneous
Appendix

focused to engaging users. The 2nd most used keywords were focused around
promoting discount offers.
Among sales, Off, offers discount and deal, offers was used the most
Only 5% of the total posts were focused on Brand recall.

Discuss Your Project

Contact Us for More Social Media Campaign Data

Index
Overview

Hyperlocal E-commerce
Brand Engagement

Percentage of tweets containing keywords related to:

Horizontal E-commerce

7.5% Discount & Offers

9.5% Contest

5.4% Brand Recall

Big Basket bagged the most engagement while Zopnow had the least total
engagement in this segment.

Big Basket

Grofers

Zopper

Shopclues

Nature
Basket

24% of Grofer's tweets were focused on contest followed by Zopper and Nature
Basket both sharing 11% of tweets focused on contest.

Fintech, Finance and Payment services


ZopNow was primarily focused on discount and offers with 25% of their post
Miscellaneous

focused on related keywords. Major keywords were Off and offers.

Appendix

Through the 3-month period, Nature Basket did not use their brand name in

Discuss Your Project

their tweets.

500
400
300

Nature Basket

200
100
0

Nature Basket

Engagement per activity

Sexual wellness
Fashion & lifestyle E-commerce

Big Basket had the highest engagement per activity as well as total engagement on
social media. While Zopper's total engagement was lower than that of Grofers and
Nature Basket, it's effort was more efcient than the two, grabbing better engagement
per activity.

Zopnow

Travel & Hotel Marketplace

Zooper

Edutech and Educational Services

10

50k

Grophers

Classied

20

100k

Big Basket

Real Estate

30

Engagement per activity

Home Furniture

% of tweets with these Keywords

40

Zopnow

Total Engagement

Food delivery

Zooper

150k

Grophers

200k

Healthcare & tness

Big Basket

Hyperlocal E-commerce

Contact Us for More Social Media Campaign Data

Big Basket got the highest video engagement (8388) while Zopnow didnt get any.

Classied

7k

2k
1k
0

3k
2k
1k

Nature Basket

3k

4k

Zopnow

4k

5k

Grofers

5k

6k

Zopper

Real Estate

8k

Grophers

Home Furniture

Total Video Engagement

Food delivery

6k

85 times a day to their users! Grofers was impressive too with 19 replies a day!.

Big Basket

7k

Healthcare & tness

Big Basket dedicated Twitter primarily to user queries and they replied averaging

Total Replies to twitter users

8k

Nature Basket

Hyperlocal E-commerce

Zopnow

Horizontal E-commerce

Total replies to users

Total video engagement by brand

Zooper

Overview

Hyperlocal E-commerce

Big Basket

Index

Edutech and Educational Services

Big Basket replies to user timeline

Big Basket video engagement timeline


Travel & Hotel Marketplace

180
1400

Sexual wellness

160
1200
140

Fashion & lifestyle E-commerce

1000
120
800

Fintech, Finance and Payment services

100

Appendix

Discuss Your Project

80

400

Replies

Miscellaneous

Engagement

600

200
0

July 10

July 24

Aug 7

Aug 21

Sep 4

Sep 18

60
40

July 10

July 24

Aug 7

Aug 21

Sep 4

Sep 18

Contact Us for More Social Media Campaign Data

Index
Overview
Horizontal E-commerce

Health & Fitness


In a country with over 1 billion people, healthcare and tness is the segment that
sounds more lucrative to invest in looking at the growing middle class segment. We
covered both healthcare and tness-based startups whether it is an ecommerce
model or a consumer services venture.

Hyperlocal E-commerce

Brand Activity
Average brand activity in Q2: 164
Average brand activity turned out to be less than 2 posts per day!
1 mg was overall the most active startup on social media averaging almost 4 post

a day!

1 July 2016 - 30 September 2016 (2nd nancial quarter)

Fitternity was the most active startup among consumer services healthcare

averaging almost 3 post a day!

Home Furniture

Travel & Hotel Marketplace


Sexual wellness

Platforms tracked

1mg

100

Netmeds

Total activity

150

Edutech and Educational Services

Practo

200

Healthkart

Classied

BYG

250

Fitternity

300

Startups covered

Lybrate

Real Estate

350

Portea Medical

Food delivery

Data Timeline

Navya Netwrok

Healthcare & tness

50
0

Consumer Services

E-Commerce

Fashion & lifestyle E-commerce


Fintech, Finance and Payment services

Twitter keyword anaylsis

Miscellaneous

Percentage of tweets containing keywords related to:

Appendix

Discuss Your Project

4.2% Discount & Offers

2.4% Contest

9%

Brand Recall

Contact Us for More Social Media Campaign Data

Total video engagement by brand

Practo topped overall chart, Healthkart recieved most engagement

Practo gained a whopping 1.25 million engagement on their video content

among e-commerce healthcare.

Hyperlocal E-commerce

Classied

Consumer Services

Netmeds

Healthkart

0.2M

1mg

0.4M

BYG

Engagement

Netmeds

Healthkart

0.2M

1mg

0.4M

0.6M

BYG

0.6M

Fitternity

0.8M

Lybrate

0.8M

Portea Medical

1M

Fitternity

Real Estate

1M

Lybrate

Home Furniture

Total Engagment

Food delivery

1.2M

Navya Netwrok

1.2M

Healthcare & tness

Practo

1.4M

Portea Medical

Horizontal E-commerce

Brand Engagement

Navya Netwrok

Overview

Health & Fitness

Practo

Index

E-Commerce

Consumer Services

E-Commerce

Edutech and Educational Services


Travel & Hotel Marketplace

92% of the total engagement in this segment came from Practo.

92% of total engagement for Practo came from their video content.

Sexual wellness
Fashion & lifestyle E-commerce
Fintech, Finance and Payment services
Miscellaneous

All other combined

8%

Practo

92%

Text & Graphics

8%

Video

92%

Appendix

Discuss Your Project

Contact Us for More Social Media Campaign Data

Replies to users

Pacto video engagement timeline

1Mg replied to their users almost 7 times a day!

Horizontal E-commerce

200k

1.2M

Classied

0.2M
0

Netmeds

0.4M

Healthkart

50k

0.6M

1mg

Real Estate

Engagement

Home Furniture

0.8M

BYG

100k

Food delivery

1M

Fitternity

Healthcare & tness

Lybrate

Total replies to twitter users

150k

Portea Medical

Hyperlocal E-commerce

Navya Netwrok

Overview

Health & Fitness

Practo

Index

July 10

July 24

Aug 7

Aug 21

Sep 4

Consumer Services

Sep 18

Edutech and Educational Services

Primary channel for Practo's video content is YouTube.


Travel & Hotel Marketplace

E-Commerce

Healthcare and tness e-commerce startups replied 5 times to


Twitter users as compared to consumer services startups.

Sexual wellness
Fashion & lifestyle E-commerce
Fintech, Finance and Payment services

YouTube

66.6%

Facebook

33.4%

Consumer Services

16%

E-Commerce

84%

Miscellaneous
Appendix

Discuss Your Project

Contact Us for More Social Media Campaign Data

Index
Overview
Horizontal E-commerce

Food Delivery
With many early movers like Tiny Owl annihilated (turned into Runnr) and the segment
suffering, the rise of Swiggy is heartening for food delivery segment (Yes! Despite
having led a loss of Rs. 160). A market still in early stages, this segment demands a
strategic use of social media for better audience engagement and retention.

Key takeaways
Food delivery startups are relying mostly on text and graphical content. Only

Swiggy managed to gather engagement on its creative videos.


Hyperlocal E-commerce
Healthcare & tness

Data Timeline

Zomato was the most efcient in social media efforts getting highest engagement

per activity on social media.

1 July 2016 - 30 September 2016 (2nd nancial quarter)


Food delivery
Home Furniture

Brand Activity
Startups covered

Real Estate

Average brand activity: 169, less than 2 posts a day!


Swiggy was the most active brand sharing more than 3 posts per day.

Platforms tracked
200

Fintech, Finance and Payment services

Total activity

Fashion & lifestyle E-commerce

100
50

Yumist

150

Sexual wellness

Zomato

Travel & Hotel Marketplace

250

Railretro

Edutech and Educational Services

Fassos

350

Swiggy

Classied

Miscellaneous
Appendix

Discuss Your Project

Contact Us for More Social Media Campaign Data

Twitter keyword anaylsis

Brand Engagement

Percentage of tweets containing keywords related to:

Zomato, Fassos and Swiggy fought head to head to engage audience. While Yumist
and Railrestro failed to do so.

Horizontal E-commerce

2.4% Contest

9%

Brand Recall

4.2% Others

30k

140
25k

120
20k

100

Zomato

Fassos

Swiggy

Yumist

Engagement per activity

Swiggy used Twitter's hashtag most effectively. Its total 264 tweets used
following keywords.

Zomato received highest engagement per activity despite Swiggy being the most
active. They lagged behind Zomato in engagement per activity.
500

Fashion & lifestyle E-commerce


160

Discuss Your Project

60
40
20
0

Engagement per activity

Appendix

Total Tweets

80

Brand Recall

Miscellaneous

Contest

100

Foodie

120

400

Swiggy Tuesday

140

Fintech, Finance and Payment services

Railrestro

Hashtags used by Swiggy

Sexual wellness

5k

Railretro

20

Yumist

40

10k

300

200

100

Railretro

Travel & Hotel Marketplace

Total Tweets

Edutech and Educational Services

Engagement

60

Real Estate
Classied

15k

80

Swiggy

Home Furniture

Yumist

Food delivery

Swiggy

160

Healthcare & tness

Fassos

35k

Fassos

Hyperlocal E-commerce

Zomato

Overview

Food Delivery

Zomato

Index

Contact Us for More Social Media Campaign Data

15k
10k

2500

5k

2000

0
1500

Swiggy

Yumist

Railrestro

Classied

Coversation (replies)

Edutech and Educational Services

Swiggy and Zomato were able to generate almost same conversations


on social media

Amplication (shares + retweets)

Discuss Your Project

Yumist leads in replying to users averaging more than 1 reply a day

Yumist

80
60
40
20

Railretro

Fassos received the most applause (Like, favorites, and +1s) for their content
averaging 158 applauses per post.

100

Swiggy

Applause (likes + favourites)

Appendix

Zomato's content received the most amplication (shares and retweets)


averaging 146 amplication activities per post.

Fintech, Finance and Payment services


Miscellaneous

500

Replies to users

Travel & Hotel Marketplace

Fashion & lifestyle E-commerce

1000

Railretro

Fassos

Yumist

Zomato

Real Estate

Sexual wellness

Swiggy

3000

Fassos

Home Furniture

20k

Fassos

Food delivery

25k

Zomato

Healthcare & tness

Zomato received the highest overall engagement but lacked behind in video
engagement. Swiggy leads the chart in total video engagement with 10% of its
engagement coming from video content

Zomato

Hyperlocal E-commerce

30k

Engagement

Horizontal E-commerce

Total video engagement by brand

35k

Total replies to twitter users

Overview

Food Delivery
replies / shares + retweets / like + favorite

Index

Contact Us for More Social Media Campaign Data

Index
Overview
Horizontal E-commerce

Home Furniture
Home furniture startups, especially those working on an e-commerce model, have
made their mark in a 90% unorganized sector. But with hindrance from unorganized
sector (and yes, entry from IKEA), the startups in this segment need to get connected
with users.

Brand Activity
Average brand activity was almost 3 posts per day.

1 July 2016 - 30 September 2016 (2nd nancial quarter)


Food delivery
Home Furniture

Startups covered

200

Total activity

Fab Furnish

Healthcare & tness

300

Data Timeline

Urban Ladder

Hyperlocal E-commerce

Pepper Fry

400

100

Real Estate

Activity by Pepperfry

Classied

Although Pepperfry was the most active brand, it was not consistent in its
Edutech and Educational Services

effort. The social media activity ranged from zero to 14 posts a day.

Travel & Hotel Marketplace

14

Platforms tracked
Sexual wellness

12
10

Fashion & lifestyle E-commerce


Fintech, Finance and Payment services
Miscellaneous
Appendix

Activity of Peppefry

8
6
4
2
0

July 10

Discuss Your Project

July 24

Aug 7

Aug 21

Sep 4

Sep 18

Contact Us for More Social Media Campaign Data

Home Furniture
Top 10 Hashtag by FabFurnish

Overview

Twitter keyword anaylsis

Horizontal E-commerce

This segment was more focused on promoting discount and offers. off was the
most used keyword among sale, discount, off, and offers.

20
10
0

#blue

4.2% Others

#decor...

Brand
Recall

#lonelishop

9%

#FabFurnish

2.4% Contest

#FabEOSS

Food delivery

Discount
& Offers

#fabFurnish

4.2%

30

#home

Healthcare & tness

#dhoomdhamsale

40

Percentage of tweets containing keywords related to:

#decor

Hyperlocal E-commerce

50

Hashtag Count

Index

Home Furniture
80

Real Estate
60

Classied

Brand Engagement

Urban Ladder

Fab Furnish

Pepper Fry

5M

Fintech, Finance and Payment services


Miscellaneous
Appendix

Discuss Your Project

50% of Pepperfry's total tweets were focused on brand recall.


33% of FabFurnish's tweets were focused on promoting discount
and offers

Total Engagenment

4M

Fashion & lifestyle E-commerce

3M
2M
1M
0

Fab Furnish

Sexual wellness

Urban Ladder

Travel & Hotel Marketplace

Pepperfrys total engagement over 10 times more than that of Urban Ladders and
FabFurnishs combined. However, it was primarily due to video engagement.

20

Pepper Fry

Edutech and Educational Services

Total Tweets

40

Contact Us for More Social Media Campaign Data

Index

Home Furniture

Overview

Total video engagement by brand

Replies to users

Horizontal E-commerce

Pepperfry topped the chart in video engagement especially due to Youtube video
count

Pepperfry replied to users on Twitter almost 18 times a day!

Real Estate
Classied

Engagenment

Home Furniture

3M
2M
1M

300

200

Fab Furnish

400

Urban Ladder

Food delivery

Fab Furnish

4M

Urban Ladder

Healthcare & tness

Pepper Fry

5M

Pepper Fry

Total Replies to Twitter users

Hyperlocal E-commerce

100

Pepperfrys replies to twitter users

Video engagement timeline of Pepperfry

Edutech and Educational Services


Pepperfry replied to users every single day via its Twitter handle.
Travel & Hotel Marketplace

500k

Sexual wellness

30

400k

Fashion & lifestyle E-commerce

25

300k

20

Fintech, Finance and Payment services

Appendix

Discuss Your Project

15
100k

Replies

Miscellaneous

Engagement

200k

July 10

July 24

Aug 7

Aug 21

Sep 4

Sep 18

10

July 10

July 24

Aug 7

Aug 21

Sep 4

Sep 18

Contact Us for More Social Media Campaign Data

Horizontal E-commerce
Hyperlocal E-commerce

It's evident how badly real estate market is suffering from demonetization. It also
follows from here that real estate startups, specically marketplaces, will suffer from
the move. In the bad hair day scenario for real estate, can social media rescue them?
Well, for that we will have to wait for our next report. For now, we explore how real estate
startups faired on social media before demonetization.

Brand Activity
Average brand activity was almost 5 posts a day.
Housing.com was posting more than 8 post a day in Q2.
800

Food delivery

Data Timeline
1 July 2016 - 30 September 2016 (2nd nancial quarter)

Home Furniture
Real Estate

600

Startups covered

Total activity

Healthcare & tness

400
200

Housing

Overview

Real Estate Marketplace

Common Floor

Index

Classied

Twitter hashtag anaylsis

Edutech and Educational Services

Housing.com was strategic with their hashtags as they used #TipofTheDay 58 times in
473 tweets in last 90 days.

Travel & Hotel Marketplace


Sexual wellness

Platforms tracked

City based hashtags like


#Bangalore #Chandigarh and #Ludhiana were frequent.

Fashion & lifestyle E-commerce


Fintech, Finance and Payment services
Miscellaneous
Appendix

Common Floor used general hashtags related to real estate market like #property
#construction , and #Realestate to increase reach.

They used segments like #RealityNews #realestateNews


to aware their users.
City based hashtags like #Chandigarh #Noida were also frequent.

Discuss Your Project

Contact Us for More Social Media Campaign Data

Index

Real Estate Marketplace

Overview

Top 10 hashtags

Horizontal E-commerce

Housing

Brand Engagement
Housing.com received 330 times more engagement than Common oor

Hyperlocal E-commerce

Classied
Edutech and Educational Services

250k
200k
150k
100k
50k

Common Floor

#TheDesignShowcase

#HousingDictionary

#HomeDcor

#GSTCleared

#GSTBill

#HomeDecor

10

#BreakingNews

20

300k

Total Engagement

Real Estate

30

#HousesOfIndia

Home Furniture

40

#TipOfTheDay

Food delivery

Hashtag Count

50

#WorldPhotographyDay

60

Healthcare & tness

Housing

350k

70

Common Floor

Total video engagement by brand

Travel & Hotel Marketplace


35

Housing.com received total engagement of over 2000 on their video content.


Meanwhile, Common Floor did not post a single video content.

30

Sexual wellness

Discuss Your Project

Housing

#housing

2000
1500
1000
500

Common Floor

#infrastructure

#Maharashtra

#PropertyNews

#construction

#India

#realestate

2500

Engagement

Appendix

10

#property

Miscellaneous

Hashtag Count

Fintech, Finance and Payment services

15

#RealtyNews

20

Fashion & lifestyle E-commerce

#RealestateNews

25

Contact Us for More Social Media Campaign Data

Index
Overview
Horizontal E-commerce

Classied
Quickr and OLX revolutionized classied marketplace in India. And since then this
segment has seen new niche startups spring up. Car Trade and Car Dekho being the
forerunner in car classied ad market. Social media for these startups is a powerful tool
to promote ads and keep the audience engaged.

Brand Activity
Average brand activity per brand was 8 posts a day!
CarTrade lead the charts with almost 11 posts a day!

Food delivery

1 July 2016 - 30 September 2016 (2nd nancial quarter)

Home Furniture
Real Estate

800

Startups covered

Car trade

Data Timeline

600

Total activity

Healthcare & tness

Quickr

1000

Car Dekho

Hyperlocal E-commerce

400
200
0

Classied

Activity of Car Trade

Edutech and Educational Services

Although CarTrade was most active brand in this category but it was certainly not the
most consistent one. There are many instances where CarTrade didn't post anything on
their social networks.

Travel & Hotel Marketplace


Sexual wellness

Platforms tracked

30

25

Fashion & lifestyle E-commerce

20

Fintech, Finance and Payment services

15

Appendix

Activity

Miscellaneous

10

July 10

Discuss Your Project

July 24

Aug 7

Aug 21

Sep 4

Sep 18

Contact Us for More Social Media Campaign Data

Classied

Overview

Top 10 hashtags

Horizontal E-commerce

Car Dekho

CarTrade lead the charts with almost 11 posts a day

Quickr
25

#Elantra

#India

#India

#Kodiaq

#SkodaKodiaq

#Skoda

#Cars

#Hyundai

10

#Kwid1Litre

15

#AllNewElantra

Hashtag Count

Travel & Hotel Marketplace

Quickr

200k

20

Classied
Edutech and Educational Services

400k

Car trade

Real Estate

Total Engagement

Home Furniture

600k

Car Dekho

800k

#Acquisition

#QuikrServices

#FriendshipDay

#justsaying

#Quikr

#JustSaying

10

#Quikr

20

#QuikrCars

30

#QuikrHomes

40

Hashtag Count

Food delivery

Average brand activity per brand was 8 posts a day

50

Hyperlocal E-commerce
Healthcare & tness

Brand Engagement

#QuikrDoorstep

Index

Engagement per activity


Car Dekho received more engagement per post with 1158 engagements per post
CarTrade was the most active brand on social media but lacked when it came to

Sexual wellness

engagement per post. They only managed to get 7 engagements per post.

Car Trade

#HyundaiCreta

#RangeRoverSport

#Kwid

#BMW

#VolkswagenAmeo

#FordMustang

#TataTiago

600

Engagement

Discuss Your Project

#AudiA4

Appendix

#MarutiSuzuki

Miscellaneous

Hashtag Count

10

#HyundaiElantra

800

400
200

Car trade

Fintech, Finance and Payment services

Quickr

1200

Car Dekho

Fashion & lifestyle E-commerce

Contact Us for More Social Media Campaign Data

Index

Classied

Overview

Total video engagement by brand

Replies to users

Horizontal E-commerce

Housing.com received total engagement of over 2000 on their video content.


Meanwhile, Common Floor did not post a single video content.

Quickr leads the chart and replied to their users almost 8 times a day!

200k

Real Estate

100k

500
400
300
200
100

Car trade

Home Furniture

600

Car Dekho

Total Replies to twitter users

300k

Engagement

Food delivery

Car trade

400k

Quickr

Healthcare & tness

Car Dekho

500k

Quickr

700

Hyperlocal E-commerce

Classied

Quickr replies to user timeline

Edutech and Educational Services

Total video engagement by brand

Quickr interacted with their users on Twitter every day in 90 days period.

Travel & Hotel Marketplace


Sexual wellness

This segment managed to engage their audience with videos throughout 90 days. But
most of the engagements came only in the month of August.

14

80k

Fashion & lifestyle E-commerce

12

70k
10
60k

Fintech, Finance and Payment services

Appendix

Discuss Your Project

40k

Engagement

Miscellaneous

Engagement

50k

30k
20k
0

July 10

July 24

Aug 7

Aug 21

Sep 4

Sep 18

6
4
2
0

July 10

July 24

Aug 7

Aug 21

Sep 4

Sep 18

Contact Us for More Social Media Campaign Data

Food delivery

category. Simplilearn was the most active brand averaging almost 19 posts a day!
Average brand activity per brand was 5 posts a day.
1600

Data Timeline

1400

1 July 2016 - 30 September 2016 (2nd nancial quarter)

1200
1000

Home Furniture

Embibe

VedantU

200

Culturealley

400

Toppr

Classied

600

BYJU

Startups covered

Total activity

Real Estate

800

Upgrad

Healthcare & tness

Byju's, the most funded edtech startup in India, is among the least active in this

Prozo

Hyperlocal E-commerce

Brand Activity

Onlinetyari

Horizontal E-commerce

When Mark Zuckerberg and wife Priscilla Chan have invested in Indian edtech startup
($50 mn in Byju's), you already know edtech segment is a gold mine. But for every gold
mine, there are gold miners. In the face of rising options and competition, it's
undeniable to keep customer engaged. And what other tool is better than social media
(and content)?

College Dekho

Overview

Education

Simplilearn

Index

Edutech and Educational Services

Activity of Simplilearn

Travel & Hotel Marketplace

There was not a single day Simplilearn missed to share something with their
Sexual wellness
Fashion & lifestyle E-commerce

social media audience.


Platforms tracked

45
40

Fintech, Finance and Payment services

35
30
25

Appendix

Activity

Miscellaneous

20
15
10

July 10

Discuss Your Project

July 24

Aug 7

Aug 21

Sep 4

Sep 18

Contact Us for More Social Media Campaign Data

Index

Education

Overview

Top 10 hashtags

Top 3 companies used keyword Contest on twitter

Horizontal E-commerce

Simplilearn

Simplilearn and Toppr had used the contest keywords 48 and 32 times respectively

#Cloud

40
35
30
25
20
15
10

College Dekho

#SimplilearnNuggets

#DataScientist

20

#Salesforce

40

#DataScience

60

#DigitalMarketing

80

#BigData

Classied

Hashtag Count

Real Estate

100

#Contest

Home Furniture

#PMP

120

#TakeChargeOfYourCareer

Food delivery

45

Toppr

Healthcare & tness

50

Simplilearn

Simplilearn was the most focused startup when it came to Twitter


hashtags. Simplilearn used hashtag #BigData and
#TakechargeOfYourCareer for 100 and 91 times respectively in 653 tweets.

% Tweets with the keyword

Hyperlocal E-commerce

5
0

Edutech and Educational Services

Brand Engagement

Travel & Hotel Marketplace

Simplilearn and BYJU received the most engagement in this segment, while

College Dekho

startups like Prozo and Embine hardly got any.

Upgrad

Embibe

200

VedantU

400

Toppr

600

Culturealley

800

BYJU

#FreedomQuiz

#Exam

#IIT

#Convocation

#Education

#MBBS

#Admissions

#Engineering

10

#FactOfTheDay

15

Total Engagement

Discuss Your Project

20

#DidYouKnow

Appendix

25

Hashtag Count

Miscellaneous

1000

Prozo

1200

Fintech, Finance and Payment services

Onlinetyari

1400

College Dekho

1600

While Simplilearn was focused on sharing courses, College Dekho tried


to engage their audience with facts and quizzes.

Fashion & lifestyle E-commerce

Simplilearn

Sexual wellness

Contact Us for More Social Media Campaign Data

Index

Education

Overview

Total video engagement by brand

Replies to users

Horizontal E-commerce

The primary reason for ByJu's and Simlilearn topping the total engagement chart is
their videos which garnered them higher engagement.

Edtech startups were not as focused on social media conversations as startups from
other segment. Even Simplilearn, which was most active on social media, did not try to
create social media conversations.

Hyperlocal E-commerce

Travel & Hotel Marketplace

This is one of the segment where video engagement was most evenly distributed
except for a patch of 15 days from Aug 17, 2016 to Sept 3, 2016.

Upgrad

Onlinetyari

BYJU

10

Embibe

15

VedantU

20

College Dekho

Simplilearn

25

Prozo

Video engagement timeline

30

Culturealley

Edutech and Educational Services

Total Replies to twitter users

Upgrad

100k

Prozo

200k

Embibe

300k

VedantU

BYJU

400k

Culturealley

Classied

500k

35

Toppr

Real Estate

Video Engagement

Home Furniture

600k

Onlinetyari

700k

Food delivery

40

College Dekho

800k

Toppr

Simplilearn

900k

Healthcare & tness

Sexual wellness
40k
35k

Fashion & lifestyle E-commerce

30k

Fintech, Finance and Payment services

25k

Miscellaneous
Appendix

Discuss Your Project

Engagement

20k
15k
10k
5k
0

July 10

July 24

Aug 7

Aug 21

Sep 4

Sep 18

Contact Us for More Social Media Campaign Data

Hyperlocal E-commerce

Brand Activity
Average brand activity was more than 4 posts a day.
Travel Triangle was the most active brand with more than 15 posts a day! On the

other end, Must See India was the least active averaging 0 post a day!

Healthcare & tness

Data Timeline

Food delivery

1 July 2016 - 30 September 2016 (2nd nancial quarter)

1400
1200

200

Ixigo

Classied

400

Must See India

Startups covered

600

Total activity

Real Estate

800

Yatra

Home Furniture

Oyo Rooms

1000

Cleartrip

Horizontal E-commerce

According to a Deutsche Bank report, Indian travel industry will grow to US $111 billion
by 2020 at a 10% CAGR. This makes the whole segment including the hotel part worth
tracking all the time. And we did so. This segment contains the hottest startups ranging
from the poster boy Ritesh Agarwal's OYO Rooms to startup that grew fast in stealth
mode, Ixigo.

Redbus

Overview

Travel & Hotel Marketplace

Travel Triangle

Index

Edutech and Educational Services

Activity of Travel Triangle

Travel & Hotel Marketplace

However, Travel Triangle's effort were not consistent.


Sexual wellness

Platforms tracked

160
140

Fashion & lifestyle E-commerce

120
100

Fintech, Finance and Payment services

80

Miscellaneous

60

Discuss Your Project

Activity

40

Appendix

20
0

July 10

July 24

Aug 7

Aug 21

Sep 4

Sep 18

Contact Us for More Social Media Campaign Data

Travel Triangle was focused on brand recall, contest and general reach at the same
time using hastags like #travel and #weekend. They also used #referandEarn hashtag
109 times. Over 10% of their total tweets focused on promoting their referral program.

Despite being highly active, Travel Triangle received the lowest total engagement. Red
Bus was a clear winner with highest engagement.

Healthcare & tness

Top 10 hashtags

Food delivery

Travel Triangle

1M

Discuss Your Project

Cleartrip

Ixigo

Redbus

Cleartrip

Travel Triangle

0.2M

Ixigo

0.4M

Must See India

0.6M

Yatra

#OYOdelights

#MainBhiDabang

#OYOexplorer

#OYOquiz

#Contest

10

#LiveTheTricolour

20

#NikalChalein

30

#contest

40

#CouplesNeedSpace

0.8M

50
#HarJagahOYO

Appendix

1M

60

Hashtag Count

Miscellaneous

Total video engagement by brand

Oyo Rooms

Fashion & lifestyle E-commerce


Fintech, Finance and Payment services

0.2M

Red Bus topped the video engagement chart by receiving 82.5% of the total video
engagement in the category. Most of this video engagement came from YouTube.

Travel & Hotel Marketplace


Sexual wellness

0.4M

Travel Triangle

#honeymoon

#Delhi

#weekend

#ttot

50

#India

100

#contest

150

#TravelTriangle

200

#travel

Edutech and Educational Services

Hashtag Count

Classied

250

#ReferAndEarn

Real Estate

#TravelIsFreedom

350

Must See India

400

0.6M

Yatra

0.8M

450

Home Furniture

Redbus

1.2M

Oyo Rooms

Hyperlocal E-commerce

Brand Engagement

Oyo Rooms

Horizontal E-commerce

Twitter keyword anaylsis

Total Engagement

Overview

Travel & Hotel Marketplace

Engagement

Index

Contact Us for More Social Media Campaign Data

Overview
Horizontal E-commerce
Hyperlocal E-commerce

Travel & Hotel Marketplace


Replies to users

Red Bus replies to user timeline

Red Bus was also focused on community development and customer service
engaging in social media conversations. They replied to their Twitter users almost 38
times in a day!

There were days when Red bus didn't post anything on their social network. But they
still always replied to their users on Twitter.

3500

Healthcare & tness

Redbus

Index

3000

Food delivery

90
80
70

2500

Home Furniture

Sexual wellness

Cleartrip

40
30
20

Replies

Travel Triangle

500

Ixigo

Travel & Hotel Marketplace

1000

Must See India

Edutech and Educational Services

1500

Yatra

Classied

50

Oyo Rooms

Real Estate

Total Replies to Twitter users

60
2000

10
0

July 10

July 24

Aug 7

Aug 21

Sep 4

Sep 18

Fashion & lifestyle E-commerce


Fintech, Finance and Payment services
Miscellaneous
Appendix

Discuss Your Project

Contact Us for More Social Media Campaign Data

Brand Activity
Unfortunately, this segment was least active on social media averaging less than 1
post a day per brand. ImBesharm led the chart averaging around 2 posts a day!
180

Hyperlocal E-commerce

160
140

Healthcare & tness

120

Data Timeline
1 July 2016 - 30 September 2016 (2nd nancial quarter)

Home Furniture
Real Estate

Startups covered

Classied

Total activity

Food delivery

100
80
60
40
20
0

There were 27 days when all the startups did not post anything on
social media.
More than 45% of the activity of ImBesharam was on Twitter.

Edutech and Educational Services


Travel & Hotel Marketplace
Sexual wellness

Shycart

Horizontal E-commerce

Currently, India does not nd a place in top 10 countries in Google Search for sex toys
list. But with changing societal attitudes towards sex, relationships, and sexual
wellness, the sexual wellness industry is seeing a meteoric growth in India. For the
sexual wellness industry, it is crucial to engage people and raise awareness about
the products. And what method would be better than social media to achieve it?

Its Pleasure

Overview

Sexual Wellnes

ImBesharam

Index

14
12

Platforms tracked

10

Fashion & lifestyle E-commerce

Fintech, Finance and Payment services

6
4

Appendix

Activity

Miscellaneous

2
0

July 10

Discuss Your Project

July 24

Aug 7

Aug 21

Sep 4

Sep 18

Contact Us for More Social Media Campaign Data

Healthcare & tness


Food delivery

Although ImBesharam was not too focused on the hashtags, they used city based
hashtags to target specic cities.

1600

Top 10 hashtags

1200

ImBesharam
5
4

Home Furniture

800

400

Shycart

Hyperlocal E-commerce

Total video engagement by brand

Its Pleazure

Horizontal E-commerce

Twitter keyword anaylsis

ImBesharam

Overview

Sexual Wellness

Engagement

Index

Edutech and Educational Services

Appendix

Discuss Your Project

Total Engagement

Miscellaneous

3500
2500
1500
500
0

Shycart

Fintech, Finance and Payment services

Its Pleazure

4500

ImBesharam

Fashion & lifestyle E-commerce

6
5
4
3
2

Shycart

ImBesharam received good total engagement while It's PleaZure and Shycart didn't
even warm the bench.

Although ImBesharam was the most active brand on Twitter in this segment, they did
not engage in conversations. They replied only 6 times in the 90 days.

Its Pleazure

Brand Engagement

ImBesharam

Sexual wellness

Replies to users

Total Replies to Twitter users

Travel & Hotel Marketplace

ImBesharam's 36% of engagement came from videos.

#AdultStore

#NewVideo

#Roleplay

#Miami

#Sultan

#Mumbai.

#Womanizer

Classied

#ContestAlert

2
#Gurgaon

Real Estate

#Mumbai

1
0

Contact Us for More Social Media Campaign Data

Index
Overview
Horizontal E-commerce

Fashion & Lifestyle


Fashion and Lifestyle is probably the most popular startup segment in India. All
startups try to take a part in this race. To make it more interesting, we have included
kids fashion and jewelry startups within the fashion and lifestyle segment.

Brand Activity
Average brand activity was almost 6 posts a day
Craftsvilla topped the brand activity chart averaging 14 post a day! First Cry was the

Classied
Edutech and Educational Services

200

Fisrtcry

Jewellery Lifestyle

Travel & Hotel Marketplace

Baby oye

Happily Unmarried

Zivame

Koovs

Voonik

Bluestone

400

Caratlane

Abof

Total activity in

600

Real Estate

Kaarvah

800

Startups covered

Yepme

Home Furniture

1000

Shoppers Stop

Food delivery

Myntra

1200

Jabong

1 July 2016 - 30 September 2016 (2nd nancial quarter)

Limeroad

Healthcare & tness

second in the chart and topped the category of kids' fashion and lifestyle averaging
more than 11 posts a day!

Data Timeline

Craftsvilla

Hyperlocal E-commerce

Kids

Craftsvilla posted every single day on their social media prole.

Sexual wellness

60
50

Fashion & lifestyle E-commerce

40

Fintech, Finance and Payment services


30

Platforms tracked
Miscellaneous

Discuss Your Project

Activity

Appendix

20
10
0

July 10

July 24

Aug 7

Aug 21

Sep 4

Sep 18

Contact Us for More Social Media Campaign Data

Fashion & Lifestyle

Overview

Twitter keyword anaylsis

Twitter hashtag anaylsis

Horizontal E-commerce

This segment was more focused on brand recall. That is, company using company
name or its identity words within a tweet.

Top 10 hashtags

Hyperlocal E-commerce

10% of the tweets used discount and offer related keywords like sale ,discount ,

Koovs used its name 202 times (87%) in their 230 tweets.
Blusestone tweeted most contest based tweets. 19% (42) of their 217 tweets

As Myntra was busy promoting brands, Jabong's (A Myntra holding)


hashtags were more focused more on sports events, ethnic day, and
Teachers day (#JabongAppreciateTeachers).

had the word contest in it.


Mostly, First Cry was focused on discount and offers using the related

keywords 82 times (17%) in their total 482 tweets.

Sexual wellness

50

Appendix

Koovs

Discuss Your Project

Bluestone

20
10
0

#ForzaItalia

100

30

#HappyIndependenceDay

Miscellaneous

40
150

Hashtag Count

Fintech, Finance and Payment services

#NoTayyariNeeded

200

#NewBalanceOnJabong

250

#JabongEthnicDay

Fashion & lifestyle E-commerce

Jabong

#SkatewithJabong

Travel & Hotel Marketplace

#MyntraRightToFashion

#JabongSportsDay

Edutech and Educational Services

#JabongatUrbanStampede

Classied

10

#ContestAlert

Real Estate

15

#TrueBlueOnMyntra

Home Furniture

20

#BataXMyntra

15.6% Brand Recall

#FilaXMyntra

5.5% Contest

Hashtag Count

Discount & Offers

10%

#TayyarHoJao

25

Food delivery

#MUFConMyntra

30

#SwarovskiOnMyntra

35

#MyntraNewSeason

5% of the tweets contained the word contest.

#TheBigBrandSale

Healthcare & tness

Myntra
#MyntraPricesRevealed

Off , offers and Deal. Among all, Off was the most used keyword.

#JabongappreciateTeachers

Index

Firstcry

Contact Us for More Social Media Campaign Data

Jewellery Lifestyle

Discuss Your Project

Top 3 startups who got the most video engagement were not consistent with their
strategy. They hardly got any engagement in the second half of the quarter.

Koovs

1M

0.6M

Engagement

Fisrtcry

0.4M

Baby oye

Happily Unmarried

Zivame

Bluestone

Caratiane

Voonik

Kaarvah

1M

Shoppers Stop

Appendix

2M

Yepme

Miscellaneous

Total Engagement

Fintech, Finance and Payment services

Jabong

3M

Kids

0.8M

Limeroad

Fashion & lifestyle E-commerce

Craftsvilla

4M

Abof

Sexual wellness

Myntra

5M

Travel & Hotel Marketplace

Fisrtcry

Happily Unmarried

Zivame

Bluestone

Caratiane

Voonik

Kaarvah

Myntra received the highest engagement followed by comparatively new entrants like
Koovs and Craftsvilla.

Shoppers Stop

Edutech and Educational Services

Abof

Brand Engagement

Limeroad

Classied

0.5M

Craftsvilla

Karyaah was the least active startup on Twitter followed by Caratlane.


Real Estate

1M

Yepme

Home Furniture

1.5M

Video Engagement

festivals and general hashtags like #MondayMotivation and #TuesdayTip.

Jabong

2M

Baby oye

Koovs

#TuesdayTip

2.5M

There were 52 mentions of Eid in top 10 hashtags. Bluestone was focused on

Food delivery

Myntra

2 out of top 3 in total engagement are also leading the chart in total video
engagement. Myntra's 55% of the total engagement came from videos.

#EidMubarak

#mondaymotivation

#BeYourOwnGem

20

#ShareYourEid

40

#contest

60

#shareyoureid

Healthcare & tness

#5YearsofDesign

Hyperlocal E-commerce

Hashtag Count

80

Horizontal E-commerce

Total video engagement by brand

Bluestone
#BeAppyWithBluestone

Overview

Fashion & Lifestyle

#bluestonememories

Index

0.2M

July 10
Jewellery Lifestyle

July 24

Aug 7

Aug 21

Sep 4

Sep 18

Kids

Contact Us for More Social Media Campaign Data

Index

Fashion & Lifestyle


Jabong replies to users' timeline

Overview

Replies to users

Horizontal E-commerce

Jabong was leading the chart averaging 20 replies a day on Twitter followed by
Myntra with over 17 replies a day on an average.

Jabong was not consistent with their replies to users. Interestingly, Jabong's replies
to users increased after acquisition by Myntra.

Hyperlocal E-commerce

Travel & Hotel Marketplace

100

60

Fisrtcry

Baby oye

80

Koovs

Happily Unmarried

Shoppers Stop

Voonik
Kaarvah

Zivame

120

Engagement

Bluestone

0.5M

Caratiane

Edutech and Educational Services

1M

Limeroad

Classied

1.5M

Craftsvilla

Real Estate

Yepme

Home Furniture

Total replies to twitter users

2M

140

Abof

2.5M

Food delivery

Myntra

Jabong

Healthcare & tness

40
20
0

July 10

July 24

Aug 7

Aug 21

Sep 4

Sep 18

Sexual wellness
Fashion & lifestyle E-commerce
Fintech, Finance and Payment services
Miscellaneous
Appendix

Discuss Your Project

Contact Us for More Social Media Campaign Data

Average brand activity per day is 4.6 posts a day!


Financial services startup Cleartax led the brand activity chart averaging almost 9

Startups covered

400

Real Estate

300

Total activity

Classied
Edutech and Educational Services
Travel & Hotel Marketplace

200
100

Instamojo

500

Razorpay

Home Furniture

Mswipe

600

Fairscent

700

Millap

1 July 2016 - 30 September 2016 (2nd nancial quarter)

Policy Bazaar

Food delivery

Bank Bazar

800

Zebpay

Data Timeline

Citruspay

Healthcare & tness

Cleartax

posts a day. Meanwhile, Freecharge, leaving PayTM behind, led the payment and
wallets segment averaging 8 posts a day!

Oxigen Wallet

Hyperlocal E-commerce

Brand Activity

Mobikwik

Horizontal E-commerce

Although this segment is relatively new and emerging, it has already left some amazing
footprints in Indian economy as well as startup ecosystem. The Indian ntech startups
are divided as 34% in payment processing, 32% in banking and 12% in the trading,
public and private markets. The competition here is so intense, connecting with the
audience, especially via social media, is indispensable.

Freecharge

Overview

Fintech, Finance, and Payment Services

Paytm

Index

Payment

Financial Services

Fintech Services

Sexual wellness

Twitter keyword anaylsis

Fashion & lifestyle E-commerce

This segment was more focused on promoting discount and offers. off was the
most used keyword among sale, discount, off, and offers.

Fintech, Finance and Payment services

Percentage of tweets containing keywords related to:


Miscellaneous
Appendix

Discuss Your Project

Platforms tracked

7.5% Discount & Offers

9.5% Contest

5.4% Brand Recall

Contact Us for More Social Media Campaign Data

20

Frequency

40

#MagnicentFreecharge

#ContestAlert

#StayCharged

Miscellaneous

#GetFreakyWithFreecharge

50

#SurfWithFreecharge

60

25
20
15
10
5
0

#ContestAlert

70

Fintech, Finance and Payment services

Paytm

80

Oxigen Wallet

90

Fashion & lifestyle E-commerce

Freecharge

100

#Freecharge

Freecharge

#FaceSwapWithFreecharge

Top 3 most active startups used their names in the tweets to boost
brand recall.

Sexual wellness

Discuss Your Project

#p2p

Faircent used hashtags to create awareness using keywords like #datasecurity,


#datasanitisation, #BrandOwnersSummit and #sadhannationalconference

Edutech and Educational Services

Appendix

#sadhannationalconference

Classied

Travel & Hotel Marketplace

#nlife

10

#FreechargePartyPlaylist

Real Estate

30

#GhostbustersWithFreecharge

Home Furniture

Frequency

40

25
20
15
10
5
0

#indnserv

50

Paytm

60

Food delivery

Freecharge

70

#FintechX

Healthcare & tness

Oxigen Wallet

Faircent

#datasanitisation

Hyperlocal E-commerce

#Manifest16

Top 10 hashtags

#datasecurity

Top 3 most active startups used contest in their tweets.

Horizontal E-commerce

#FintechDay

Twitter hashtag anaylsis

#BrandOwnersSummit

Twitter keyword anaylsis

Hashtag Count

Overview

Fintech, Finance, and Payment Services

Hashtag Count

Index

30
20
10
0

7 out of top 10 hashtags used by the Freecharge had


the word Freecharge in it.

Contact Us for More Social Media Campaign Data

Total video engagement by brand


Oxigen Wallet topped the engagement chart due to its video engagement which
accounted for 81% of its total engagement.

Classied

Brand Engagement

Edutech and Educational Services

Oxigen Wallet led the brand engagement chart with over 2x engagement from the
second nearest competitor, PayTM.

1.4M

Discuss Your Project

Instamojo

Razorpay

Mswipe

Fairscent

Millap

Instamojo

Razorpay

Mswipe

Fairscent

Millap

Cleartax

Policy Bazaar

Bank Bazar

40k

Cleartax

Policy Bazaar

0.2M

Bank Bazar

0.4M

80k

Zebpay

Appendix

0.6M

Mobikwik

Miscellaneous

Total Engagement

0.8M

Fintech, Finance and Payment services

Fintech Services

60k

Freecharge

1M

Fashion & lifestyle E-commerce

Paytm

1.2M

Financial Services

100k

Citruspay

Sexual wellness

Payment

Oxigen Wallet

1.6M

Travel & Hotel Marketplace

0.2M

Zebpay

Real Estate

0.4M

Mobikwik

paid 209cr for 4 years of sponsorship.

0.6M

Freecharge

to ight tickets. PayTM was also regularly tweeting about cricket for which it

Paytm

As a service, PayTM's hashtag focus was diverseranging from movie tickets

Video Engagement

0.8M

Engagement

Home Furniture

1M

Citruspay

1.2M

Healthcare & tness


Food delivery

Oxigen Wallet

#SultanTicketsOnPaytm

#EidWithSultan

#MustHavesOnPaytm

#FlyWithPaytm

#500thTest

#Paytm100Fashion

#BackToCollege

10

#MahaBazaar

Hyperlocal E-commerce

15

#CONTEST

Horizontal E-commerce

Paytm
#PaytmFLYDAY

Overview

Fintech, Finance, and Payment Services

Hashtag Count

Index

20k

July 10
Payment

Financial Services

July 24

Aug 7

Aug 21

Sep 4

Sep 18

Fintech Services

Contact Us for More Social Media Campaign Data

Lenskart
Lenskart

OLA

BabyChakra
Jugnoo

BookmyShow

Shuttl

100

BookmyShow

Real Estate

Total activity

Startups covered

200

Lawrato

300

Zenify

400

1 July 2016 - 30 September 2016 (2nd nancial quarter)

Food delivery
Home Furniture

Crossword

Data Timeline

Nestaway

Healthcare & tness

500

Pricebaba

Hyperlocal E-commerce

Brand Activity

Local Oye

Horizontal E-commerce

Fashion and Lifestyle is probably the most popular startup segment in India. All
startups try to take a part in this race. To make it more interesting, we have included
kids fashion and jewelry startups within the fashion and lifestyle segment.

Picsdream

Overview

Misc

Urban Clap

Index

Classied

Brand Engagement

Edutech and Educational Services

OLA

Travel & Hotel Marketplace

Discuss Your Project

BabyChakra

Shuttl

Jugnoo

Zenify

Nestaway

5K

Local Oye

Appendix

10K

Picsdream

Platforms tracked
Miscellaneous

Crossword

15K

Lawrato

Fintech, Finance and Payment services

Urban Clap

20K

Total Engagement

Fashion & lifestyle E-commerce

Pricebaba

Sexual wellness

Contact Us for More Social Media Campaign Data

OLA
BookmyShow

BabyChakra

Jugnoo

Shuttl

Lawrato

50

Zenify

100

Crossword

Nestaway

150

Pricebaba

Lenskart

BabyChakra

Jugnoo

Shuttl

Crossword

Lawrato

1K

Zenify

2K

Nestaway

3K

Pricebaba

4K

Local Oye

Real Estate

5K

Picsdream

Home Furniture

Video Engagement

6K

Urban Clap

7K

Healthcare & tness


Food delivery

200

Local Oye

8K

Picsdream

9K

Urban Clap

Hyperlocal E-commerce

250

Total Replies to twitter users

10K

Lenskart

Horizontal E-commerce

Lenskart

Replies to users

Total video engagement by brand


BookmyShow

Overview

Misc

OLA

Index

Classied
Edutech and Educational Services
BookmyShow

Travel & Hotel Marketplace


Sexual wellness

Urbanclap Nestaway

Zenify

Crossword Babychakra

Picsdream Shuttl Localoye

Ola

Jugnoo Lenskart Lawrato Pricebaba

Applause

242k

7137

764

1793

3131

7717

597

8108

50

192k

3692

77k

4194

21

Amplication

56k

3245

99

15

1578

244

36

89

17

11k

623

2931

5231

441

Conversation

2506

887

703

66

132

56

61

5860

778

343

72

97

Fashion & lifestyle E-commerce


Fintech, Finance and Payment services
Miscellaneous
Appendix

Discuss Your Project

Contact Us for More Social Media Campaign Data

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Index
Overview

Appendix
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+.

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.

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.

Video engagement

Video engagement refers to the engagement a video


garnered on Facebook and YouTube.

Horizontal E-commerce
Hyperlocal E-commerce
Healthcare & tness

Facebook
Twitter
YouTube
Google+

Food delivery
Home Furniture

Facebook
YouTube

Likes+ comments + shares


Favorites + RT
Likes + dislikes + comments + views
Comments + share + plus 1's

Likes + Comments + Shares


Likes + Dislikes + Comments + Views

Real Estate
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.

Replies to users

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

Amplication

Amplication refers to the number of times a post was


shared (for Facebook and Google+) and retweeted (for
Twitter). Total amplication refers to the cumulative sum of
these 2 parameters.

Engagement per
activity

Engagement per activity refers to the average engagement


received per post across all social media channels.
Mathematically, for a brand, it means total engagement
divided by brand activity (total number of posts).

Classied
Edutech and Educational Services
Travel & Hotel Marketplace
Sexual wellness
Fashion & lifestyle E-commerce
Fintech, Finance and Payment services
Miscellaneous
Appendix

Discuss Your Project

Contact Us for More Social Media Campaign Data