xor 100 social media report

100

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

1st October, 2016 to 31st December, 2016 (3rd Financial Quarter)

www.xorlabs.in

The rise of second screen and the Fear of Missing Out (FOMO) has compelled brands to

reach audience with new methods including social media. Social media has assumed

the same role which newspapers and televisions had a decade back.

The first XOR 100 report was the first attempt to organize the social media performance

of Indian startups. It also created a benchmark and the first data point to create a better

picture in the longer run.

The second XOR 100 report brings new insights into the performance of Indian startups

on social media. While many of them have evolved to incorporate social media into their

marketing strategy, many brands have not caught up yet.

We tried to portray the same in this report with the help of our In-house Social Media

Analysis Tool.

XOR 100 is a quarterly social media

report tracking the social media

performance of 100 Indian startups in

every quarter.

In the terms of its usage, social media has two parts: organic and paid. This report

analyses the data of the ORGANIC part only.

Since each startup is fighting the battle of customer attention with its own competitors,

we have segmented the startups in 13 categories:

Horizontal E-commerce

Hyperlocal E-commerce

Healthcare & fitness

Food delivery

Home Furniture

Real Estate

Classified

Edutech and Educational Services

Travel & Hotel Marketplace

Sexual wellness

Fashion & lifestyle E-commerce

Fintech, Finance and Payment services

Miscellaneous

100 Overview

Contact Us for More Social Media Campaign DataDiscuss Your Project

Index

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix

https://www.xorlabs.in/

https://www.xorlabs.in/contact/

https://www.xorlabs.in/discuss-your-project/


https://vaizle.com/

Data Timeline

1st October, 2016 to 31st December, 2016 (3rd financial quarter)

Startups Tracked

100

Categories

13

Platforms tracked

Here's how Indian startups are using social media

channels

Channel share in content

Over Q2, Twitter (56.3%) saw a rise in the content share while Facebook, G+ and

YouTube suffered a dip in content share in Q3.

Percentage of total content shared on different platforms

Overview

Google+ YoutubeTwitter

60

50

40

30

20

10

0Facebook

Pe

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35.6%

Twitter

56.3%

6.2%

1.9%

Facebook

Google+

Youtube


Index

Q3

Q2

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Facebook timeline graph for Q3

Twitter timeline graph for Q3

Google+ timeline graph for Q3

Youtube timeline graph for Q3

Overview


Index

60

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90

80

70

60

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40

9

8

7

6

5

4

3

2

14

12

10

8

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4

2

0

Oct 22016

Oct 22016

Oct 22016

Oct 22016

Oct 30 Oct 30

Oct 30 Oct 30

Nov 27 Nov 27

Nov 27 Nov 27

Dec 11 Dec 11

Dec 11 Dec 11

Dec 252016

Dec 252016

Dec 252016

Dec 252016

Nov 13 Nov 13

Nov 13 Nov 13

Oct 16 Oct 16

Oct 16 Oct 16

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This data gives us insight into how brand activity on one social media channel affects another. Sharp rise in brand activity on one social

network decreases the brand activity on other channels.

Two such examples are Twitter's sharp share rise on October 25, 2016 owing to Flipkart's hyper activity for on Twitter. #FlipkartBigDiwaliSale

Total 1613 posts were shared on a single day by Flipkart with maximum being on Twitter.

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Startups active on various social media channels

Channel Share in Video Content

Facebook is still preferred channel for video content sharing for startups. 60.3% of the

total video content was shared on Facebook in Q3 as compared to 52.2% in Q2.

Comparison of video content shared on various platforms in Q2 & Q3

Top 3 startups which used 'Discount and offers' related tweets

Top 3 startups which used 'Contest' related tweets:

Top 3 startups which used 'Brand Recall' related tweets

Overview

2000

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Q3

Q2

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

This sector enjoys all the perks of being online. From redirecting customers to their

respective websites to converting them and from tracking their browsing habits to

showcasing their products, social media has been the integral part of this sector. In

this section, we cover how the new entrants are making the difference and whether

some were keen to Unbox happiness using social media.

Data Timeline

1 Oct 2016 - 31 December 2016 (3rd financial quarter)

Startups covered

Platforms tracked

Brand Activity

Ÿ Total brand activity in Q3 rose to 4574 from 3822 in Q2.

Ÿ Average brand activity per day was 7 posts in Q3.

Ÿ Flipkart lead the chart with a total of 1819 posts or 40% of the total activity.

Keyword Analysis

Ÿ Discount related keywords like deal, off, offers, sale and discount were the

commonly used on social media used in 1870 out of 3241 tweets. 1709 of these

1870 tweets used the keyword 'Offers'.

Ÿ Flipkart used 1638 of its 1808 tweets on the keyword 'offers'.

Ÿ Tweets with brand recall increased in Q3 to 7.56%.

Ÿ Cashback and Contests were the other widely keywords used.


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Index

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





Percentage of tweets containing keywords related to:

Peak of 'Offers' keyword used by on 25-Oct-2016Flipkart

(Start of Big Diwali Sale)

Percentage of tweets containing these keywords

Discount & Offers

Cashback

Contest Brand Recall

Flipkart Snapdeal Paytm Shopclues Tata Cliq Infibeam YellowMessenger

58%

4%

4% 7%

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of

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Contact Us for More Social Media Campaign DataContact Us for More Social Media Campaign DataDiscuss Your Project

Index

100

80

60

40

20

0

Top 10 hashtags by TATA Cliq

Brand Engagement

Ÿ Demonetization effect can be clearly seen in this graph. Paytm grabbed the

opportunity and gained 22 million engagements in Q3.

Ÿ Snapdeal and Shopclues followed closely for the second spot in brand

engagement chart with 2.33 million.

Ÿ Tata Cliq improved while Flipkart suffered a dip in total engagements in Q3 as

compared to Q2, standing at 0.45 and 0.4 million engagements respectively.

Ÿ Infibeam and Yellow Messenger could just manage over 2.k and 4k engagements

in 90 days.

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Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix






https://vaizle.com/

Total Engagement Comparison

Total video engagement by brand

Paytm outperformed its competitors with 83% of the total 26.3 million video

engagements in Q3.

Video engagement timeline of PayTMThe peaks in the timeline post 13th November, 2016 are the after-effects of

demonetisation. Paytm posted tutorial videos in order to help users in transacting

through Paytm and thus gained maximum engagement on its videos. The highest

peak was observed between December 7-9, 2016 when they posted the video 'How to

Accept Payments using Paytm?' in Hindi. The peaks after that are result of various

video tutorials being posted online in Hindi and other regional languages.

Paytm Total Engagements

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Oct 22016

Oct 30 Nov 27 Dec 11 Dec 252016

Nov 13Oct 16

98.5%Video

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Index

2%

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Flipkart

Paytm

Shopclues

Snapdeal

Tata CLIQ

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





Replies to users

Once again Shopclues topped the replies chart as in Q2. But this time with even

greater margin with 7.37 times of all other competitors combined.

Shopclues Reply Trend

·

Raising the bar by 1 from Q2, Shopclues replied with an average of

14 replies per day in Q3..

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1200

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Index

50

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0

Oct 22016

Oct 30 Nov 27 Dec 11 Dec 252016

Nov 13Oct 16

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix




https://vaizle.com/

Our Subscribers

Subscribe to the latest social media data, reports, and insights Subscribe now

Catch live social media analytics data.Only on Vaizle.com

IPL is live!And so are we!

https://www.xorlabs.in/subscribe-xor-labs-blog/

https://vaizle.com/social-media-analytics-live#event=4&category=47


“Living in Rome and Fighting with Pope.” This saying fits best for Hyperlocal

businesses. Hyperactivity of Flipkart, Amazon, and other horizontal ecommerce

players on social media is making things worse for this sector. However, to capture

local markets, social media is more friendly for hyperlocal businesses as compared to

horizontal ecommerce who have to divide marketing budget across the country. How

the local ecommerce players are using social media to tap audience is an interesting

thing to watch.

Data Timeline


Startups covered

Platforms tracked

Brand Activity

Ÿ Average brand activity in Q3 was nearly 3 posts a day.

Ÿ Average brand activity came out to be around 239 in Q3 which shows a dip of about

26 posts from Q2.

Ÿ Maintaining Q2 performance, Nature's Basket again led the brand activity chart

with an average of 5 posts per day, followed by Big Basket who shared 4 posts per

day.

Twitter keyword Analysis

Ÿ Of the total 782 tweets, contest and brand recall related keywords comprised 9%

and 19% respectively.

Ÿ Most of the brands were focused here on brand recall related keywords with the

second priority being contests.

Ÿ In Q3, brands focused more on brand recall and hence it can be seen in the graph

below.



Index

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

https://vaizle.com/

Percentage of tweets containing these Keywords

· used #bbDailyTip whereas tried to engageBig Basket Nature's Basket

users with its #HealthyAlternatives hashtag. hashtag strategy was BigBasket

also diverse and consistency while was more focused on Nature's Basket

contest related hashtags.

·

Top 10 Hashtags used by BigBasket

Brand Engagement

Ÿ Nature's Basket lead the brand engagement chart with 390k engagements in Q3,

followed by Big Basket which improved its performance from Q2 but could not hold

the top spot.

Ÿ Zopper failed in Q3 with just 63 engagements.

Ÿ Nature's Basket topped the engagement per activity chart too with an average of

over 800 engagements per activity.

Discount & Offers Contest Brand Recall4% 9.3% 19%

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Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

https://vaizle.com/


Ÿ Nature's Basket left no stone unturned and hence dominated this segment leaving

all its competitors behind with a total of 287k engagements in Q3; a long leap from

under 1k engagements in Q2.

Ÿ Big Basket also improved its performance with 14k video engagements in Q3 but

lost its top spot oof Q2. Grofers and Zopnow could only manage 587 and 128

engagements respectively. Zopper, it seems, is not investing in video content as of

now.

Nature’s Basket video engagement timeline

‘

Most of the peaks in this timeline are due to the various contests run by

Nature's Basket on its Facebook page. For example, the highest peak touching

35k rose on November 24, 2016 when they ran a contest on the video posted

titled 'Kickstart your morning with a refreshing smoothie!' on November 22,

2016.

Replies to users

Overall replies trend remained same as in Q2, with Big Basket leading at an average of

85 replies per day, followed by Grofers at 24 replies per day (improvement of 5 replies

per day) in Q3.


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35k

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0Oct 22016

Oct 30 Nov 27 Dec 11 Dec 252016

Nov 13Oct 16

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

https://vaizle.com/

Our Subscribers







Health and fitness is still an emerging market in India with medical services still out of

reach of major population. In such circumstances, social media becomes even more

important customer acquisition tool. You can take medical consultation online on

Lybrate. The same goes for dozen other startups where you can take services

remotely. We covered social media performance of customer service ventures,

ecommerce models, and fitness sector.

Data Timeline


Startups covered

Platforms tracked

Brand Activity

Ÿ Average brand activity in Q3 rose to 247 from 164 in Q2.

Ÿ Average brand activity per day saw an increase in Q3 and reached 3 posts per day

from 2 posts per day in Q2.

Ÿ 1MG was 1.75 times more active on social media sharing 7 posts per day in Q3

and retained its first position. Navya Network stood second on the chart with nearly

6 posts per day.

Twitter keyword Anaylsis


Tweets with brand recall jumped from 9% in Q2 to 14.6% in Q3.

Health & Fitness

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Discount & Offers Cashback Brand Recall3.7% 0.7% 14.6%


Index

Lyb

rate

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





Brand Engagement

Ÿ Maintaining its Q2 performance, Practo topped brand engagement in Q3 too with

2.2 times the engagements of all other startups combined (Total engagements of

this category in Q3 were 603K).

Ÿ Healthkart received the most engagements in ecommerce healthcare in Q3.


Practo outperformed its competitors attracting 97% of the total 322k video

engagements in Q3.

Replies to users

Ÿ Maintaining Q2 momentum, in Q3 1MG led the chart with an average of nearly 10

replies a day.

Ÿ Average of healthcare ecommerce segment was just over 4 replies a day.

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3%

69%

Others

Practo

97%

31%

Practo

All Other Combined


Health & Fitness


Index

Na

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Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/




Our Subscribers



https://vaizle.com/social-media-analytics-live

For Food delivery startups, social media is one of the best tools to acquire customers.

Catering to the needs of travellers and local residents, this sector is crippling towards

the goal of profitability. We tracked social media activity of startups in this sector to

know how well they are engaging users and the returns they are reaping from it.

Data Timeline


Startups covered

Platforms tracked

Brand Activity

Ÿ Average brand activity in Q3 was 200, a rise of 31 from Q2.

Ÿ Swiggy was the most active brand with over 4 posts a day, an improvement of 1

post per day from Q2.

Ÿ Faasos jumped one position from Q2 and stood second spot in brand activity chart

with 284 posts.

Food Delivery

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Index

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Brand Engagement

Ÿ Swiggy alone accounted for over 70% of the total 119k engagements of this

segment also posting an improvement of about 60.8k engagement from Q2.

Ÿ Yumist and Railrestro continued their Q2 performance and did not attract enough

engagements.

Engagement per activity

Learning from Q2, Swiggy improved its engagement per activity and topped the chart

with an average of 215 engagements per activity. Zomato slipped to the second place

with 158 engagements per activity, closely followed by Yumist with 135 engagements

per activity.

Twitter keyword AnaylsisPercentage of tweets containing these Keywords

Brand recall tweets saw a dip in Q3, while brands in this category used

contests to engage users.

·

Hashtags used by Swiggy

Swiggy used 201 contest related hashtags in its 334 tweets.

·

Food Delivery

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Index

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va

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Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/


Ÿ Swiggy lead video engagements' chart too with nearly 5000 engagements in Q3,

increment of about 166% from Q2.

Ÿ Swiggy attracted nearly 6% of its total engagements via video content.

Replies to users

Ÿ Yumist replied 110 times to its Twitters users, while Faasos replied 67 times.

Ÿ Railrestro showed an improvement of about 27 in Q3, while Swiggy replied 33 times

in Q3, to be at par with Railrestro.

Ÿ The Twitter reply patterns of brands remained similar to that of Q2.

Food Delivery

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Index

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Our Subscribers







Attracting young buyers online, this segment is set to touch �4500 crore mark by 2020.

With the entry of IKEA and unprepared tier-2 cities it is going to get tough for online

furniture market places. There's a ray of hope for these startups: social media. Can

they build communities and conversations that surpass brand loyalty?

Data Timeline


Startups covered

Platforms tracked

Brand Activity

Ÿ Urban Ladder topped the chart with an average of over 4 posts a day in Q3.

Pepperfry slipped to second position in Q3 from Q2 even after maintaining the

average number of posts per day.

Ÿ Average activity of all the brands was nearly 283 in Q3.

Activity by Urban Ladder

· Urban Ladder, though being the most active brand, was not consistent

and its posts varied from 1 to 14 per day in Q3.

Home Furniture

Fa

b F

urn

ish

Urb

an

La

dd

er

400

350

300

250

200

150

100

50

0

Pe

pp

er

Fry

To

tal

ac

tiv

ity


Index

Ac

tiv

ity

14

12

10

8

6

4

2

Oct 22016

Oct 30 Nov 27 Dec 11 Dec 252016

Nov 13Oct 16

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Brand Engagement

Ÿ Pepperfry did not keep the momentum and suffered a dip in total engagements

from nearly 4.8 million in Q2 to under 1.2 million in Q3.

Ÿ Urban Ladder improved its performance and managed about 0.55 million

engagements in Q3 from Q2.

Ÿ Average engagement per activity was about 2056 for this segment in Q3.


Ÿ Pepperfry maintained the top spot in Q3 from Q2 in total video engagements with

nearly 1.15 million engagements.

Ÿ Pepperfry got 96.5% of the total engagements from the videos posted in Q3.


Ÿ This segment used discount and offer related keywords to rope in users. 21.56% of the total 334 tweets used these keywords in Q3. This figure was 4.2% in Q2.

Ÿ Fab Furnish lead the chart of discount related keywords in 73% of its 66 tweets in Q3.

Ÿ Pepperfry was the leader with 33% of its 67 tweets focusing on brand recall in Q3.


Hashtags

Ÿ Urban Ladder's #CreativeCrush was the most famous hashtag in this segment with 92 tweets.

Ÿ Fab Furnish used diverse set of hashtags and maintained consistency at the same time.

Top 10 Hashtag by Fab Furnish

Discount CashbackBrandRecall

21.5% 0.9% 9.2%

Home Furniture

Fa

b F

urn

ish

Urb

an

La

dd

er1.2M

1M

0.8M

0.6M

0.4M

0.2M

0

Pe

pp

er

Fry

To

tal

En

ga

ge

nm

en

t

25

20

15

10

5

0


Index

Ha

sh

tag

Co

un

t

#h

om

e

#d

ec

or

#d

ec

or…

#o

nli

ne

sh

op

#fa

bfu

rnis

h

#h

om

e…

#o

nli

ne

sh

op

…

#jo

yo

fgiv

ing

…

#th

efa

bd

iwa

lis

ale

…

#D

ec

orD

os

e:

Fa

b F

urn

ish

Urb

an

La

dd

er

1.2M

1M

0.8M

0.6M

0.4M

0.2M

0

Pe

pp

er

Fry

En

ga

ge

nm

en

t

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Video engagement timeline of Pepperfry

Pepperfry got 96.5% of the total engagements from the videos

posted in Q3.

Replies to users

Ÿ Pepperfry maintained its consistency from Q2 and replied at an average of 18

replies per day in Q3 too.

Ÿ Nearly 65% of the total replies in this segment were by Pepperfry alone.

Pepperfry’s replies to twitter users

Pepperfry replied every single day to its users with at least

7 replies per day in Q3.

Fa

b F

urn

ish

Urb

an

La

dd

er

1600

1400

1200

1000

800

600

400

200

0

Pe

pp

er

Fry

To

tal

Re

pli

es

to

Tw

itte

r u

se

rs

Home Furniture


Index

Re

pli

es

En

ga

ge

me

nt

35

30

25

20

15

10

0

180k

160k

120k

100k

80k

60k

40k

20k

0

Oct 22016

Oct 22016

Oct 30

Oct 30

Nov 27

Nov 27

Dec 11

Dec 11

Dec 252016

Dec 252016

Nov 13

Nov 13

Oct 16

Oct 16

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Our Subscribers







Demonetization hit the real estate sector real hard. With the merger of Housing.com

and PropTiger.com in January, 2017 and resignation of founders of Commonfloor after

a year of merger with Quikrhomes, the real estate startup segment became more

interesting. In all this hullaballoo, how good were they to engage users? We shall find

out in this section

Data Timeline


Startups covered

Platforms tracked

Brand Activity

Ÿ Average brand activity was nearly 6 posts a day in Q3 which increased as compared

to less than 5 posts per day in Q2.

Ÿ Housing.com was consistent in brand activity chart sharing an average of 8 posts

per day in Q3.

Keyword Analysis

Both Startups concentrated more on brand recall and 19% of the total 470 tweets were

used for this purpose in Q3.

Hashtags

Housing.com strategically used to engage users on daily basis. 29 #DidYouKnow

of its 336 tweets contained this hashtag.

More than 90% of the hashtags used by Commonfloor were related to hardcore

real estate and property.

Real Estate Marketplace

Co

mm

on

Flo

or

Ho

us

ing700

600

500

400

300

200

100

0To

tal

ac

tiv

ity


Index

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Brand Engagement

Ÿ Housing.com's total engagement was 829 times more than that of Common Floor,

showing an overall improvement of 137% from Q2.

Ÿ Housing.com earned a whopping 1095 engagements per activity.


Ÿ Housing.com's video engagement increased 245 times in Q3 as compared to Q2

attracting 489k engagements.

Ÿ Common Floor didn't post any video content in Q3.

Ÿ Housing.com was consistent in getting video engagements and its timeline didn't

show many ups and downs in the quarter.

Top 10 hashtags

Common Floor

Housing

Like Q2, in Q3 city centred hashtags were not frequent and only

#Pune featured in top 10 hashtags with the count of 6.

8070605040302010

0

35

30

25

20

15

10

5

0

To

tal

En

ga

ge

me

nt

En

ga

ge

me

nt

Co

mm

on

Flo

or

Co

mm

on

Flo

or

Co

mm

on

Flo

or

Co

mm

on

Flo

or

Ho

us

ing

Ho

us

ing

800k

700k

600k

500k

400k

300k

200k

100k

0

500k

400k

300k

200k

100k

0

Real Estate Marketplace


Index

Ha

sh

tag

Co

un

tH

as

hta

g C

ou

nt

#p

rop

ert

y

#re

ale

sta

te

#p

rop

ert

y…

#re

ale

sta

te…

#R

ea

lEs

tate

#h

om

e

#P

un

e

#H

om

eD

ec

or

#in

teri

ord

es

ign

#fe

sti

va

l

#D

idY

ou

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ow

#p

rop

ert

y

#d

em

on

eti

sa

tio

n

#C

hri

stm

as

!

#d

em

on

eti

sa

tio

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#C

hil

dre

ns

Da

y

#h

om

elo

an

#C

hri

stm

as

#D

iwa

li

#R

ER

A

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Our Subscribers







For this segment, social media is the hammer that can help hit the right spot. After

demonetization, this sector suffered an all-time low. While acting as ointment on the

burn, CarTrade raised $55 million in February, 2016. How was their social media journey

in Q3? Let's have a look.

Data Timeline


Startups covered

Platforms tracked

Brand Activity

Ÿ Overall, the Q3 trends were similar to those of Q2. However, overall social media

activity saw a dip.

Ÿ CarTrade, which posted 11 posts per day in Q2, managed under 8 posts per day in

Q3.

Keyword Analysis

Keywords related to discount and offers and brand recall comprised of 4% and 6% of

the total 571 tweets, respectively.

Hashtags

While CareDekho and CarTrade concentrated on car brands related

hashtags, Quikr focused more on brand recall and services in hashtags.

Classified

Ca

r tr

ad

e

Qu

ick

r

700

600

500

400

300

200

100

0

Ca

r D

ek

ho

To

tal

ac

tiv

ity


Index

Discount & Offers Brand Recall4% 6%

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Brand Engagement

Ÿ Engagements of Car Dekho suffered a drop of 300K from Q2 in Q3, while the

engagements of Quikr and Car Trade were more or less same over the two quarters.


Ÿ Car Dekho suffered a dip in engagement per activity compared to Q2. It's

engagements per activity was 947 in Q3. Quikr was just behind with 934

engagements per activity.

Ÿ Car Trade was the most active one on social media but could just manage 8

engagements per activity.

Top 10 hashtags

Car Dekho

Quickr

Car Trade

15

10

5

0

15

10

5

0

10

8

6

4

2

0

Ca

r tr

ad

eC

ar

tra

de

Qu

ick

rQ

uic

kr

600k

500k

400k

300k

200k

100k

0

100900800700600500400300200100

0

Ca

r D

ek

ho

Ca

r D

ek

ho

To

tal

En

ga

ge

me

nt

En

ga

ge

me

nt/

Ac

tiv

ity

Classified


Index

Ha

sh

tag

Co

un

tH

as

hta

g C

ou

nt

Ha

sh

tag

Co

un

t

#A

llN

ew

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cs

on

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ap

id

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dia

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lub

ma

n

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ord

#M

ac

an

#R

en

au

lt

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yu

nd

ai

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MG

TR

#M

aru

ti

#Q

uik

r

#Q

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es

#Q

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uc

ati

on

#Q

uik

rJo

bs

…

#Q

uik

r…

#Q

uik

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ors

tep

#Q

uik

rDo

ors

tep

…

#S

tud

yA

bro

ad

…

#Q

uik

r.…

#Q

uik

rDo

ors

tep

.

#B

MW

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olk

sw

ag

en

#M

erc

ed

es

#M

erc

ed

es

Be

nz

#T

oy

ota

#H

yu

nd

ai

#M

aru

tiS

uz

uk

i

#T

ata

He

xa

#F

ord

#e

2o

Plu

s

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/


Car Dekho showed a dip in this category too from Q2 and thus Quikr being consistent

topped the chart in Q3.

Video engagement timeline of Quikr

The rise in graph consistently after 30th October 2016 came as the result of

automobile reviews posted by Quikr on its YouTube channel. The peak in the graph

on 18th December, 2016 came when Quikr posted review videos comparing “Bajaj

Dominar 400” with “Royal Enfield Himalayan” and “KTM Duke 390”.

Replies to users

Quikr was highly active in making user conversations. Of all the 637 replies to the

customers, 98% came from Quikr's Twitter handle.

Quickr replies to user timeline

· replied at an average of 7 times per day in Q3. It was consistent inQuikr

replying everyday except for two days when it didn't reply at all.

Ca

r tr

ad

e

Qu

ick

r

250k

200k

150k

100k

50k

0

Ca

r D

ek

ho

Vid

eo

En

ga

ge

me

nt

Ca

r tr

ad

e

Qu

ick

r600

500

400

300

200

100

0

Ca

r D

ek

ho

To

tal

Re

pli

es

to

tw

itte

r u

se

rs

Classified


Index

Ac

tiv

ity

Ac

tiv

ity

25

20

15

10

5

0

20k

15k

10k

5k

0

Oct 22016

Oct 22016

Oct 30Oct 30 Nov 27Nov 27 Dec 11Dec 11 Dec 252016

Dec 252016

Nov13Nov 13 Oct 16Oct 16

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Our Subscribers







Banker's Adda taught education startups that the path to success leads through

community development. And if you choose that path, there is no avoiding social

media. With competition getting tough in this segment, brands vouch for customer

loyalty. This section covers who's on their path to a better future and social media has a

lot to tell.

Data Timeline


Startups covered

Platforms tracked

Brand Activity

Ÿ Byju's, the most funded edtech startup in India, failed to leave a mark. Simplilearn

was again the most active startup in Q3 from Q2 but its activity decreased by nearly

2 posts per day over the quarter.

Ÿ Average brand activity per day saw a dip of 32% in Q3 from Q2 standing at just above

3 posts a day.

Activity of Simplilearn

Simplilearn was consistent again in Q3 posting every single day.

Education

BY

JU

Sim

pli

lea

rn

To

pp

r

Cu

ltu

rea

lle

y

Ve

da

ntU

Em

bib

e

Co

lle

ge

De

kh

o

On

lin

ety

ari

Pro

zo

Up

gra

d

1600

1400

1200

1000

800

600

400

200

0To

tal

ac

tiv

ity

Ac

tiv

ity

35

30

25

20

15


Index

Oct 22016

Oct 30 Nov 27 Dec 11 Dec 252016

Nov 13Oct 16

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Keyword Analysis

Only 5.87% of the 1072 tweets in this segment used brand recall related keywords.

Hashtags

Simplilearn

Simpliearn maintained their Q2 performance and used hashtags like #BigData

and #DataScience consistently in Q3. All their top 10 hashtags had a frequency

above 22.

Online Tyari

·Online Tyari tried to engage users by sharing news and GK content in Q3.

Top 10 hashtags used by Online Tyari:

Brand Engagement

Toppr and CollegeDekho did not perform well in Q2 but improved their performance in

Q3 leaving Byju's and Simplilearn behind to take first and second position respectively

in the brand engagement chart.


Ÿ Byju's used its video content to attract engagements and hence, topped the chart.

Its video content received more engagement than all the other brand's combined.

Ÿ Toppr attracted 4 times and CollegeDekho attracted 3 times the total engagements

by Byju's. However, they still fell behind in engagements per activity.

80

60

40

20

0

25

20

15

10

5

0

BY

JU

Sim

pli

lea

rn

To

pp

r

Cu

ltu

rea

lle

y

Ve

da

ntU

Em

bib

e

Co

lle

ge

De

kh

o

On

lin

ety

ari

Pro

zo

Up

gra

d

350k

300k

250k

200k

150k

100k

50k

0To

tal

En

ga

ge

me

nt

Education


Index

Ha

sh

tag

Co

un

tH

as

hta

g C

ou

nt

#B

igD

ata

#D

ata

Sc

ien

ce

#D

igit

alM

ark

eti

ng

#S

ixS

igm

a

#C

lou

d

#P

roje

ctM

an

ag

em

en

t

#S

ale

sfo

rce

#D

ata

Sc

ien

tis

t

#T

ak

eC

ha

rge

OfY

ou

rCa

ree

r

#IT

#N

ew

s

#G

k

#IB

PS

#R

es

ult

#R

BI

#F

ran

ce

#S

SC

#O

nli

ne

Ty

ari

#R

RB

#O

nli

ne

tya

ri

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Engagement per Activity


Ÿ Video engagement chart looks almost similar to that of Q2. Byju's is leading

followed by Simplilearn while the other brands are trailing by a huge margin.

Ÿ Byju's and Simplilearn's combined total video engagement accounted for nearly 97%

of the total video engagements.

Byju's Video Engagement Timeline

Peak in the graph came on 24th November, 2016 after Byju's posted video titled

“Demonetisation: What? Why? and the Way Forward!” on 23rd November, 2016 on its

YouTube Channel.

Replies to users

Simplilearn made some progress in trying to get in touch with its users. But overall the

edtech and education startups didn't seem to find any value in user conversations

BY

JU

BY

JU

Sim

pli

lea

rn

Sim

pli

lea

rn

To

pp

r

To

pp

r

Cu

ltu

rea

lle

y

Cu

ltu

rea

lle

y

Ve

da

ntU

Ve

da

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bib

e

Em

bib

e

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lle

ge

De

kh

o

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lle

ge

De

kh

o

On

lin

ety

ari

On

lin

ety

ari

Pro

zo

Pro

zo

Up

gra

d

Up

gra

d

60

50

40

30

20

10

0

900k

800k

700k

600k

500k

400k

300k

200k

100k

0 To

tal

Re

pli

es

to

tw

itte

r u

se

rs

Vid

eo

En

ga

ge

me

nt

Education


Index

BY

JU

Sim

pli

lea

rn

To

pp

r

Cu

ltu

rea

lle

y

Ve

da

ntU

Em

bib

e

Co

lle

ge

De

kh

o

On

lin

ety

ari

Pro

zo

Up

gra

d

5000

4000

3000

2000

1000

0En

ga

ge

me

nt/

Ac

tiv

ity

Ac

tiv

ity

4000

3000

2000

1000

0Oct 22016

Oct 30 Nov 27 Dec 11 Dec 252016

Nov 13Oct 16

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Our Subscribers







According to an IBEF's report, this sector is the third largest earner of the foreign

exchange for India and contributes around 7% to the country's GDP. Naturally, the

startups in this segment looks promising. However, with new entrants springing up,

retaining customers and attracting new ones is a challenge here. But startups have the

most helpful tool, social media, at their disposal. How are they using it to achieve their

business objectives?

Data Timeline


Startups covered

Platforms tracked

Brand Activity

Ÿ Travel Triangle's activity dropped to 11 per day from 15 posts per day in Q2. Even

then it contributed to over 50% of the total brand activity in this segment.

Ÿ Average brand activity was 283 in Q3.

Ÿ Must See India was again inactive in Q3 like in Q2 and did not post anything.

Keyword Analysis

Ÿ This sector perfectly used the keywords related to “Discount and Offers”, “Brand

Recall” and “Contests”.Ÿ Total tweets by this sector were 1352 in Q3Ÿ Must See India is not using Twitter at all.Ÿ OYO Rooms’ tweets were focused more on contests while Travel Triangle focused

on keywords related to discounts, offers, and brand recall


Oy

o R

oo

ms

Ya

tra

Mu

st

Se

e I

nd

ia

Ixig

o Tra

ve

l T

ria

ng

le

Re

db

us

Cle

art

rip

1000

800

600

400

200

0To

tal

ac

tiv

ity


Index

Discount & Offers Contest Brand Recall7.1% 8.5% 17.6%

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Top 10 hashtags

Travel Triangle

Travel Triangle was most consistent in the usage of hashtags

in Q3.

·

Oyo Rooms

OYO Rooms was the second most consistent in the usage of

hashtags in Q3, while most of its hashtags were and “Quiz”

“Contest” centred.

Brand Engagement

Ÿ RedBus attracted more than 4.5 times the engagements of all other competitors

combined in this sector in Q3.

Ÿ Travel Triangle though being the most active brand could only manage over 1

engagement per activity, while this number was 45834 and 6669 for RedBus and

Ixigo respectively in Q3.


RedBus clearly outperformed others by attracting nearly 91% of the total 6.86 million

video engagements in Q3.

200

150

100

50

0

100

80

60

40

20

0

Oy

o R

oo

ms

Oy

o R

oo

ms

Ya

tra

Ya

tra

Mu

st

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ria

ng

leT

rav

el

Tri

an

gle

Re

db

us

Re

db

us

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art

rip

Cle

art

rip

6M

5M

4M

3M

2M

1M

0

6M

5M

4M

3M

2M

1M

0

To

tal

En

ga

ge

me

nt

En

ga

ge

me

nt



Index

Ha

sh

tag

Co

un

tH

as

hta

g C

ou

nt

#tr

av

el

#T

rav

elT

ria

ng

le

#tt

ot

#In

dia

#w

ee

ke

nd

#tr

ip

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dv

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ture

#h

on

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on

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rav

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ay

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oa

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ag

ah

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#c

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t

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in

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ive

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on

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t

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ex

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rer

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ou

ple

sN

ee

dS

pa

ce

#M

ain

Bh

iDa

ba

ng

#O

YO

de

lig

hts

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Replies to users

Ÿ RedBus replied a total of 5079 times in Q3, while overall trends with customer

conversations were similar here to as in Q2.

Ÿ RedBus replied at an average of over 56 replies per day in Q3.

Red Bus replies to user timeline

There was not a single day in Q3 when RedBus didn't reply to its users on twitter.

There were only two days when it replied less than 20 times.

Oy

o R

oo

ms

Ya

tra

Mu

st

Se

e I

nd

ia

Ixig

o

Tra

ve

l T

ria

ng

le

Re

db

us

Cle

art

rip

5000

4000

3000

2000

1000

0To

tal

Re

pli

es

to

Tw

itte

r u

se

rs



Index

120

100

80

60

40

20

0

Oct 22016

Oct 30 Nov 27 Dec 11 Dec 252016

Nov 13Oct 16Re

pli

es

/Da

y

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Our Subscribers







While social media does help in sales, it is a money-minting machine for this segment

if used strategically. With the censor board and other organisations keeping a check

on on-air content, social media is key to reach customers and interact with them with

subtle marketing messages. But how successful have they been till now?

Data Timeline


Startups covered

Platforms tracked

Brand Activity

Ÿ Shycart showed 10 fold improvement from Q2 to hold the top spot with nearly 8

activities per day in Q3.

Ÿ Imbesharam and Itspleazure did not put efforts into improving their social media

performance 167 and 6 posts shared in the quarter respectively.

Ÿ Kaamastra was inactive during Q3.

.

Keyword Analysis

Companies in this segment concentrated on brand recall. More than 11% of the total

453 tweets had keywords related to brand recall.

Sexual Wellness

Its

Ple

az

ure

Sh

yc

art

Ka

am

as

tra

700

600

500

400

300

200

100

0

ImB

es

ha

ram

To

tal

ac

tiv

ity


Index

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Top 10 hashtags

Shycart

Brand Engagement

Imbesharam was the only player in the sector to drive engagements towards its

activities by using various hashtags and videos.

Engagement per Activity

Though Imbesharam was not the most active brand in this sector but with 51

engagements per activity, it led the engagement per activity chart. No other brand

could manage more than 4 engagements per activity on an average.


Ÿ Imbesharam was the clear winner in video engagement while no other brand

posted any videos on their social media channels.Ÿ Imbesharam attracted nearly 43% of the total engagements from its video content

in Q3. This figure was 36% in Q2.

Replies to users

No brand in this segment are focusing on user conversations on Twitter. Imbesharam

replied only twice in 90 days while Itspleazure took time to respond once.

4000

3000

2000

1000

0

2

1.5

1

0.5

0

En

ga

ge

me

nt

To

tal

Re

pli

es

Sh

yc

art

Its

Ple

az

ure

Sh

yc

art

Its

Ple

az

ure

Ka

am

as

tra

Ka

am

as

tra

8000

6000

4000

2000

0To

tal

En

ga

ge

me

nt

Sh

yc

art

Sh

yc

art

Its

Ple

az

ure

ImB

es

ha

ram

ImB

es

ha

ram

ImB

es

ha

ram

30

25

20

15

10

0

Sexual Wellness


Index

#M

oo

ds

#D

ure

x

#S

ko

re

#K

am

as

utr

a

#K

am

aS

utr

a

#M

OO

DS

#D

iva

#S

hy

ca

rt..

.

#S

hy

ca

rt.

#D

erm

aw

ea

r

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Our Subscribers







Too many cooks spoil the broth. For this segment, it means something else for users.

More the competition, higher the quality, and consequently, more satisfied the

customer. Ultimately, users are the winners. For companies in this segment, social is

acting as a bridge between customers and startups and also gives the brands to

showcase their products.

Data Timeline


Startups covered

Platforms tracked

Brand Activity

Ÿ Average brand activity in Q3 was just over 5 posts a day as compared to 4 posts per

day in Q2.

Ÿ Craftsvilla was again the leader in the activity chart with over 15 posts per day.

Ÿ Firstcry was again the second most active brand and topped the kids' fashion and

lifestyle chart with just under 10 posts per day in Q3.

Craftsvilla Activity Timeline:

Craftsvilla was active every single day of Q3 except on December 4, 2016 when it didn't

post anything on the social media platforms.

Fashion & Lifestyle

Ye

pm

e

Lim

ero

ad

Ja

bo

ng

Sh

op

pe

rs S

top

My

ntr

a

Ab

of

Ka

arv

ah

Vo

on

ik

Ko

ov

s

Ba

by

oy

e

Fis

rtc

ry

1400

1200

1000

800

600

400

200

0

To

tal

ac

tiv

ity

in

Q3

Kids

Ca

ratl

an

e

Blu

es

ton

e

Ziv

am

e

Ha

pp

ily

Un

ma

rrie

d

LifestyleJewellery


Index

Cra

fts

vil

la

80

60

40

20

0Oct 22016

Oct 30 Nov 27 Dec 11 Dec 252016

Nov 13Oct 16Ac

tiv

ity

/Da

y

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/


This segment effectively used the keywords to engage their users and get most out of

the social media. Overall tweet count was 3236 in Q3. Brand recall related keywords

were used the most by fashion brands.

Keyword Usage Percentage

Ÿ Koovs used discount and offer-related keywords in its total 181 67 times

tweets.

Ÿ Shoppers Stop used contest-related keywords in total 485 tweets in 85 times

Q3.

Ÿ Yepme, Koovs, and Shoppers Stop used brand recall in the most effective

way with their name featuring , 144 (46.6% of their total tweets) 85 (46.96% of

their total tweets) 130 (26.8% of their total tweets) , and times respectively in

the tweets.

Twitter hashtag Anaylsis

Top 10 hashtags

Yepme

Jabong

· Jabong (A Myntra's holding) was more active in using hashtags than

Myntra. Most of the hashtags used by Jabong were focused on sales and brand

recall.

Ha

sh

tag

Co

un

t

Pe

rce

nta

ge

of

Tw

ee

ts

Discount & Offers Contest Brand Recall9.7% 7.6% 17.4%

Koovs Shoppers Stop Yepme

50

40

30

20

10

0

100

80

60

40

20

0

40

30

20

10

0

Fashion & Lifestyle


Index

Ha

sh

tag

Co

un

t

#F

as

hio

n

#Y

ep

me

#Y

ep

me

Blo

g

#F

as

hio

nB

log

#m

en

sw

ea

r

#S

tyle

#F

as

hio

nb

log

#Y

ep

me

…

#w

om

en

sw

ea

r

#s

tyle

#B

igB

ran

dS

ale

20

16

#Y

ou

Are

Th

eF

es

tiv

al

#L

ou

isP

hil

ipp

eO

nJ

ab

on

g

#R

ep

ub

lic

OfD

en

im2

01

6

#T

he

Big

Bra

nd

Sa

le

#E

sp

irit

xJ

ab

on

g

#V

an

sO

nJ

ab

on

g

#U

mb

roO

nJ

ab

on

g

#J

ab

on

g

#C

on

tes

tAle

rt

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Craftsvilla

· concentrated more on flaunting the products in its kitty andCraftsvilla

contest related hashtags to engage users.

Brand Engagement

Myntra received highest engagement again in Q3 with a total of 13 million

engagements followed by Koovs and Craftsvilla.


Myntra lead video engagement chart with nearly 85% of its total engagement coming

from its video content.

The behaviour of companies did not change much compared to Q2.

It was only in the month of December that the viewership of the Myntra's video

content crossed 1 million twice in Q3. But overall engagements were not consistent.

Ye

pm

e

Cra

fts

vil

la

Lim

ero

ad

Ja

bo

ng

Ca

rati

an

e

Blu

es

ton

e

Ziv

am

e

My

ntr

a

Ab

of

Ka

arv

ah

Vo

on

ik

Sh

op

pe

rs S

top

Ha

pp

ily

Un

ma

rrie

d

Ko

ov

s

Ba

by

oy

e

Fis

rtc

ry

14M

12M

10M

8M

6M

4M

2M

0To

tal

En

ga

ge

me

nt

Ye

pm

e

Cra

fts

vil

la

Lim

ero

ad

Ja

bo

ng

Ca

rati

an

e

Blu

es

ton

e

Ziv

am

e

My

ntr

a

Ab

of

Ka

arv

ah

Vo

on

ik

Sh

op

pe

rs S

top

Ha

pp

ily

Un

ma

rrie

d

Ko

ov

s

Ba

by

oy

e

Fis

rtc

ry

12M

10M

8M

6M

4M

2M

0Vid

eo

En

ga

ge

me

nt

Kids

KidsKids

Lifestyle

Lifestyle

Jewellery

Jewellery

80

60

40

20

0

Fashion & Lifestyle


Index

Ha

sh

tag

Co

un

t

#c

on

tes

t

#B

ac

hc

ha

nB

ole

To

#s

are

e

#je

we

lle

ry

#e

thn

ic

#a

na

rka

li

#C

ele

bri

tyS

po

ttin

g

#T

his

OrT

ha

t

#C

raft

sv

illa

.

#s

are

es

Vid

eo

En

ga

ge

me

nts

of

My

ntr

a p

er

da

y

1.6M

1.4M

1.2M

1M

0.8M

0.6M

0.4M

0.2M

0

Oct 22016

Oct 30 Nov 27 Dec 11 Dec 252016

Nov 13Oct 16

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Replies to users

Jabong once again outperformed others in this category over the quarter. With over

23 replies per day, Jabong's replies constituted 45% to the total replies by the

segment.

Voonik was second most active in this category with under 7 replies per day.

Jabong replies to user timeline

In Q3, Jabong replied to its users almost every single day.

Fashion & Lifestyle


Index

To

tal

rep

lie

s t

o t

wit

ter

us

ers

60

50

40

30

20

10

0

Oct 22016

Oct 30 Nov 27 Dec 11 Dec 252016

Nov 13Oct 16

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Our Subscribers







The credit of holding Indian Economy from tearing apart during the rough phase of

demonetization goes to this segment. It will not be wrong to say that demonetization

also gave an upward push to fintech and payment companies. The social media trends

of this segment gives an interesting story and how social media helped them make the

most of the demonetization period.

Data Timeline


Startups covered

Platforms tracked

Brand Activity

Ÿ Average brand activity dipped to 3.85 posts per day in Q3 from 4.6 posts per day in

Q2.

Ÿ Freecharge led the chart with over 12 posts per day in Q3, followed by Paytm with 8

posts per day. Financial Services sector was led by Bankbazaar with 571 posts in

Q3.



Payment

1000

800

600

400

200

0To

tal

ac

tiv

ity

Pa

ytm

Ze

bp

ay

Ba

nk

Ba

za

r

Po

lic

y B

az

aa

r

Fre

ec

ha

rge

Mo

bik

wik

Cit

rus

pa

y

Ox

ige

n W

all

et

Payment

Ms

wip

e

Ins

tam

ojo

Ra

zo

rpa

y

Fa

irs

ce

nt

Cle

art

ax

Mil

lap

Financial Services Fintech Services

Discount & Offers

Contest

Cashback

Demonitisation

Brand Recall7.9%

4.5%

16.3%

2.1%

32.1%


Index

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/


Top 3 startups to use their names to boost brand recall.

Top 3 startups to use cashback in their tweets

Twitter hashtag Anaylsis

Top 10 hashtags

Policy Bazaar

Policy Bazaar the was most consistent brand in using hashtag. Their hashtags

were diverse and covered a wide spectrum from #Contest to #insurance.

Freecharge

· All the top 10 hashtags by Freecharge contained the keyword

'Freecharge' pointing towards their focus on brand recall in Q3. This number

was 7 in Q2.

50

40

30

20

10

0

60

40

20

0

Ox

ige

n W

all

et

Ox

ige

n W

all

et

Fre

ec

ha

rge

Fre

ec

ha

rge

450

400

350

300

250

200

150

100

50

0

300

250

200

150

100

50

0

Pa

ytm

Pa

ytm

Fre

qu

en

cy

Fre

qu

en

cy

Payment


Index

Ha

sh

tag

Co

un

tH

as

hta

g C

ou

nt

#X

ma

sW

ith

Po

lic

yB

az

aa

r

#in

su

ran

ce

#q

ue

sti

on

#S

elfi

eD

iwa

li

#s

av

ing

s

#T

erm

#C

on

tes

t

#In

su

ran

ce

#h

ea

lth

ins

ura

nc

e

#c

on

tes

t

#F

ree

ch

arg

e

#F

ree

ch

arg

e.

#F

ree

Ch

arg

e

#F

ree

Ch

arg

eK

iya

Ma

tla

bC

as

hD

iya

#F

ree

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arg

eK

iya

Ma

tla

bC

as

hM

ila

…

#F

ree

Ch

arg

eK

iya

Ma

tla

bC

as

hD

iya

…

#F

ree

ch

arg

e.…

#T

ime

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Fre

ec

ha

rge

#S

tay

Cu

rio

us

Wit

hF

ree

ch

arg

e

#T

ime

To

Fre

ec

ha

rge

…

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Bank Bazaar

· used diverse hashtags with consistency and engaged usersBank Bazaar

with facts and services related tweets.

· After demonetization, , and focus shifted toPayTM, Mobikwik Oxigen's

cashless and brand recall related hashtags in Q3.

Brand Engagement

Paytm cleanly swept this segment with over , nearly 6.7 times 22 million engagements

the engagements of all other startups combined.


Ÿ Graphs of total engagements and video engagements are similar with Paytm

leading the chart. Nearly 93% of the total video engagements belonged to Paytm.

Ÿ Paytm's video engagements contributed 98.59% to its total engagements in Q3.

Paytm Video Engagement Timeline

To

tal

En

ga

ge

me

nt

En

ga

ge

me

nt

2M

1.5M

1M

0.5M

0

3025201510

50

Payment

20M

15M

10M

5M

0Vid

eo

En

ga

ge

me

nt

Pa

ytm

Ze

bp

ay

Ba

nk

Ba

za

r

Po

lic

y B

az

aa

r

Fre

ec

ha

rge

Mo

bik

wik

Cit

rus

pa

y

Ox

ige

n W

all

et

Payment

Ms

wip

e

Ins

tam

ojo

Ra

zo

rpa

y

Fa

irs

ce

nt

Cle

art

ax

Mil

lap


25M

20M

15M

10M

5M

0

Pa

ytm

Ze

bp

ay

Ba

nk

Ba

za

r

Po

lic

y B

az

aa

r

Fre

ec

ha

rge

Mo

bik

wik

Cit

rus

pa

y

Ox

ige

n W

all

et

PaymentM

sw

ipe

Ins

tam

ojo

Ra

zo

rpa

y

Fa

irs

ce

nt

Cle

art

ax

Mil

lap



Index

Ha

sh

tag

Co

un

t

#P

ap

erl

es

sF

ina

nc

e

#P

lay

Yo

urP

art

#It

sB

ee

nA

Go

od

Ye

ar

#B

an

kB

az

aa

rCo

nc

lav

e2

01

6

#F

un

Fa

cts

#D

iwa

liB

on

us

Wa

li

#F

ina

nc

ialP

lan

nin

g

#H

om

eL

oa

n

#D

em

on

eti

za

tio

n

#C

arL

oa

n

Oct 22016

Oct 30 Nov 27 Dec 11 Dec 252016

Nov 13Oct 16

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

Our Subscribers







After sorting so many startups, there were some which have done fairly well on social

media but could not fit in any of the above sectors or were involved in not more than

bilateral competition. So we tracked their social media performance and listed here for

you.

Data Timeline


Startups covered

Platforms tracked

Brand Engagement

Ÿ Ola led the total engagement chart with around 7.6 million engagements, followed

by Bookmyshow which garnered 4 million engagements.

Ÿ No other brand in the miscellaneous category could cross 0.5 million mark in Q3.

Brand Activity

Ÿ Bookmyshow topped the chart with nearly 25 activities per day, followed by

Pricebaba with over 13 replies per day in Q3.

Ÿ Average brand activity was just under 449 posts.

Urb

an

Cla

p

Pic

sd

rea

m

Lo

ca

l O

ye

Pri

ce

ba

ba

La

wra

to

Ne

sta

wa

y

Ze

nif

y

Sh

utt

l

Bo

ok

my

sh

ow

7M

6M

5M

4M

3M

2M

1M

0To

tal

En

ga

ge

me

nt

Ju

gn

oo

OL

A

Ba

by

Ch

ak

ra

Le

ns

ka

rt

Urb

an

Cla

p

Pic

sd

rea

m

Lo

ca

l O

ye

Pri

ce

ba

ba

La

wra

to

Ne

sta

wa

y

Ze

nif

y

Sh

utt

l

Bo

ok

my

sh

ow

2000

1500

1000

500

0To

tal

Ac

tiv

ty

Ju

gn

ooOL

A

Ba

by

Ch

ak

ra

Le

ns

ka

rt

Misc


Index

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix






Just like Q2, in Q3 too this segment was again ruled by OLA followed by Bookmyshow

with 6.14 and 3.49 million engagements.

Conversation

Applause

Amplification

Replies to users

Lenskart, Nestaway, and OLA were keen on making user conversations posting 2,408,

492, and 319 replies respectively.

LawratoBabychakra Picsdream Shuttl Localoye Ola JugnooUrbanclap Nestaway ZenifyBookmyShow Lenskart Pricebaba

24

932

307

198

6537

177

34

25.5K

81

183

3118

164

-

-

-

13.9K

1.5M

62K

320

3639

420

1180

11.5K

4909

608

592

6

85

786

13

6691

440K

50.8K

3649

253K

1734

51

1295

549

Misc

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m

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sd

rea

m

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ye

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ca

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ye

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ce

ba

ba

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ce

ba

ba

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wra

to

La

wra

to

Ne

sta

wa

y

Ne

sta

wa

y

Ze

nif

y

Ze

nif

y

Sh

utt

l

Sh

utt

l

OL

A

OL

A

6M

5M

4M

3M

2M

1M

0

2500

2000

1500

1000

500

0Vid

eo

En

ga

ge

me

nt

To

tal

Re

pli

es

to

tw

itte

r u

se

rs

Ju

gn

oo

Ju

gn

oo

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by

Ch

ak

ra

Le

ns

ka

rt

Le

ns

ka

rt

Le

ns

ka

rt

Ba

by

Ch

ak

ra

Bo

ok

my

Sh

ow

Bo

ok

my

Sh

ow

Le

ns

ka

rt

Index


Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

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Our Subscribers







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 engagement

activity received per post across all social media channels.

Mathematically, for a brand, it means total engagement

divided by brand activity (total number of posts).

Appendix


Index

Overview




Food delivery

Home Furniture

Real Estate

Classified



Sexual wellness



Miscellaneous

Appendix





https://vaizle.com/

https://vaizle.com/