KASHISH 2021 - Social Media Report

Social Media Analytics | Period: Jul 1 – September 30

QUICK SNAPSHOT FACEBOOK: • Total: 10,10,080 people reached • Total during festival dates: 28,50,238 people reached Our reach during festival days was more than 2.5x times than other days TWITTER: • Total: 380.1K impressions (organic) During festival days we • Festival Dates: 64, 572 impressions received 7.4K impressions per day • Avg. Engagement: 1.0% INSTAGRAM: • Impressions: 268,189 • Website clicks: 608 YOUTUBE: • Total Impressions: 240.3K • Total Watch Time ( hours) : 800.3

In all, we received close to 300 story mentions

During the festival days, a total of 428.0 hours of content was consumed on our YT channel

FACEBOOK How Well Did We Reach Out? •

Increase in new followers: 13

• •

Total reach: 10,10,080 people Total reach: 28,50,238 people (during festival days)

• •

Avg. daily reach: 11.2K people ( an increase by 150% than last year) Avg. daily reach: 23.7K (during festival days)

People Reached on:

Opening Night: 4902 | Closing Night: 1641

Whom did we reach out to?

Country

People Reached

City

People Reached

India

25882

Mumbai

7819

USA

17892

Delhi

4421

Canada

2534

Kolkata

3017

Nepal

2099

Bangalore

1891

Phillipines

1270

Pune

908

Share of our audience reach Female

Male

23% 20%

25% 20%

Total Distribution

15% 10%

10%11%

9% 9%

4%

5%

6%

0% 18-24

25-34

35-44

45-54

Female

47%

Male

52%

Our major audience comprised of Males in the age group of 25-34 years

ENGAGEMENT • • • • •

Total engagement: 6,839 Total Likes: 1700 Total Comments: 210 Total Shares: 104 Total Link Clicks: 2695

Avg. Daily Engagement

43%

Reactions

47%

Comments Shares Other

Avg. Daily Engagement :

Reactions: 19 | Comments: 2 | Shares: 2| Other: 8

5%

5%

Where were people engaging from?

Country

People Engaged

City

People Engaged

India

5704

Mumbai

1494

USA

2019

Imphal

1090

Australia

522

Chennai

718

Germany

389

Toronto

120

Canada

107

Phillaur

73

OUR VIDEOS ARE POPULAR! • •

Total Video Views: 9K Minutes 3 sec video views: 24.1K

Top 3 video with views: Video Title

Minutes Watched

Peak Live Viewers

3 sec Video Views

Avg Video Watch Time

CLOSING CEREMONY

1.66K

11

2.2K

04:38

KASHISH 2021 Festival Trailer

1.1K

--

4.6K

00:04

OPENING NIGHT

640

--

535

00:21

What works the best?

Post Performance 400 300

Video

200

Photo

100

Link

0 Reach

Reaction

Post Clicks

Visuals work the most.

While Videos + Photos get a high reach, more people reacted with video, while more people clicked on the links

TWITTER How Well Did We Reach Out? •

Increase in new followers: 49

• •

Total impressions: 380.1K Total impressions: 64.5K (during festival days)

• •

Avg. per day impressions: 4.2 K Avg. per day impressions: 3.6K (during festival days)

Metrics for:

Opening Night: 11,376 impressions | 1.6% engagement rate | 11 Link clicks | 34 people engaged Closing Night: 2,351 impressions | 0.8% engagement rate | 3 Link clicks | 10 people engaged

ENGAGEMENT • • • • •

Total engagement: 1,145 Total link clicks: 177 Total Retweets: 308 Total Likes: 636 Total Replies: 23

Avg. Daily Engagement

14%

22%

Retweets Likes

14%

Comments

50% Avg. Daily Engagement :

Retweets : 3 | Likes: 7 | Link Clicks: 2 | Replies: 1

Replies

Top Tweets

Total engagements

540

Total engagements

331

Total engagements

242

Impressions

96,179

Impressions

107,415

Impressions

57,441

Retweets

42

Retweets

5

Retweets

5

Likes

54

Likes

15

Likes

6

Link clicks

5

Replies

1

Link clicks

7

INSTAGRAM How Well Did We Reach Out? • • • • • • •

Increase in new followers: 870 Total impressions: 268,189 Total reach: 123,837 Website clicks: 608 Total engagement: 14,038 Total Profile visit: 5570 Total comments : 290

On festival days • Avg. Likes / Post : 35 • Avg. Comments Received / Post: 2

A look into our audience

Really Awesome Reels

In all, we received 7K+ views for our reels with 36 comments

We asked – They Answered!

We received 65 interactions per story With the festival changing its dates, the new dates and information about the festival had to be reshared.

In order for the audience to remember it effectively we put together a quiz where about 65 people participated with about 60% answering with correct options thus specifying the social media was effective in sending out the message about the new dates and related info.

IGTV Videos

We reached out to 63.3K audience with our IGTV videos.

On average, we received about 300 video views per IGTV, with an average % view being 2.5 In all, KASHISH 2021 uploaded 136 IGTV Videos.

YOUTUBE How Well Did We Reach Out? • • •

Total Channel Views: 18641 Total Watch Time ( hours) : 800.3 Subscribers Gained: 138

• •

Total Impressions: 240.3K Click Through Rate: 4.8%

Top Performing Videos Video

Views

Watch Time (hours)

Avg. Watch Time

Impressions

KASHISH2021 Opening Night

765

92.7

7:16

6,610

KASHISH2021 Closing Night

671

120.9

10:48

2,437

KASHISH2021 Festival Trailer

512

12.2

1:25

1,232

KASHISH2021 Q&A Firebird

417

31.2

4:28

2,721

TRAFFIC SOURCE

AUDIENCE DISTRIBUTION (Demographics)

The majority of the audience that engaged with our content is in the age group of 25-34 years for both males & females.

Although the content exposed is almost equal for males and females, the males engaged /watched more of the content.

VIEWERS BY AGE GROUP

The consumers of the content are in the age groups of 18 – 54 years. Age group 25-34 to be the primary content consumers followed by 18 -24 years indicating our audience lies in the young-matured adult groups.

VIEWER DISTRIBUTION (Geographically) Geography

Views

Watch Time (Hours

Avg. View Duration

India

13,025

558.6

2:34

United States

212

14.0

3:57

Brazil

46

4.6

5:59

Egypt

25

0.1

0:07

Israel

16

1.0

3:38

SUBSCRIPTION STATUS Total

Views

Watch Time (Hours

Avg. View Duration

Not Subscribed

17,162

680.6 (85.1%)

2:22

Subscribed

1,479

119.7 (15.0%)

4:51

While the non subscribed audience consumed more of the content, it was the subscribed audience watched the content for twice the amount on an average than the non-subscribed audience.

The former can be attributed to the reach and distribution via external sources and/or optimization of the content, while the latter indicates that the subscribed audience is finding valuable / relatable content.

Decoding: Top Performing Videos

The Opening Ceremony was viewed by a diverse age group primarily from India.

Decoding: Top Performing Videos

The Closing Ceremony was viewed primarily by the age group of 25-44 years from various countries.

Decoding: Top Performing Videos

No data to display the age distribution of the audience.

QUICK SUMMARY •

Across the 4 platforms we received 18,98,737 impressions

•

Across the 4 platforms , the daily average engagement rate during festival days was at about 5%

• Our audience composed of : Location: 85% India | 15% Global Age: 25- 34, males was the largest target group, with a bigger share of females as compared to 2020.

•

Live Videos saw the maximum of 3736 content interactions – 3613 comments | 123 shares Accounts Reached: 37548, Peak Concurrent Viewers: 1.3K

Analysis carried out by the insights as provided by each platform

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