When RIL Chairman and MD Mukesh Ambani staged a series of announcements in 2016 with the goal of revolutionising India’s digital ecosystem, the outcome was JIO. “Reliance Jio’ billed as the company’s biggest ever digital bet, has since turbocharged India’s internet use through data and technological breakthroughs.
While the directors continue to reinvent “Jio” for Digital India, the brand strengthens its social media presence and adapts to trends. We look at one digital marketing strategy at a time in the Jio social media marketing game.
While evolving into a new-age Internet brand, the brand has generated an exciting ripple in the digital arena. Sameer Makani, Co-Founder and Managing Director, Makani Creatives, comments on Jio’s digital-led strategy, saying that the majority of enterprises today operate online as a result of simple internet access and that most influencers today exist as a result of it. Given Jio’s dominance in the internet market, he believes it is critical for the company to be among the top five, if not the top, in terms of social media presence.
About Reliance Jio
Remember the time when every person suddenly had two numbers, and our contacts looked something like, “Friend, Friend Jio, Friend 1, Friend 1 Jio…” Yeah! This happened after September 5th, 2016, when Reliance Jio was publicly available.
An Indian telecommunications company, Reliance Jio Infocomm Limited is a subsidiary of Jio platforms. Jio runs a nationwide LTE network that serves all 22 telecom circles. Jio presently offers 4G and 4G+ services, but it is striving to expand to 5G and 6G in the future. With around 42.62 crores (426.2 million) members, it is India’s largest mobile network provider and the world’s third-largest mobile network operator.
Jio announced a fibre-to-the-home service in September 2019, which includes home broadband, television, and phone services. Reliance Industries has raised Rs.1.65 lakh crore (US$22 billion) by selling nearly a third of its stock investment in Reliance Jio Platforms as of September 2020.
Talking about their digital presence, Reliance Jio has a minimum of million followers on Instagram, Facebook, and YouTube individually, and thousands of followers on Twitter. How did they manage to get such a large following? How have they maintained it? Let’s find out!
Why Should Marketers Study Reliance Jio’s Digital Marketing Strategies?
Let’s understand the Reliance Jio’s digital marketing strategies and how they implemented and achieved the success;
1. The 2A and 3R strategies adopted by Jio
Acquisition: People Come to your Website to see what you have to offer
Jio gave free services to its consumers for three months after its commercial launch in September 2016. This strategy worked as a trump card for Jio in gaining customers. Jio was able to gain 16 million subscribers in just one month.
Activation: They go through a variety of activities
The finest experience was delivered to the users, which had never been supplied by any telecom service provider before.
Retention: Customers return
Jio didn’t just leave it there. They extended the free services to subscribers for another three months on the occasion of the new year in 2017. Jio became the first telecom firm to offer clients a free six-month trial period.
Referral: Users are encouraged to invite others
Customers took up the role of preacher. Jio’s company grew as a result of strong customer feedback and user experience.
Revenue: Customers purchase our goods or service
By slashing rates to a tenth of what they were before, Jio was able to increase revenue, which was a key aspect of the company’s success.
2. Moment Marketing
Jio has always been a force to be reckoned with when it comes to in-the-moment marketing, doling out trending content, and jumping on the bandwagon. Moment marketing is known for gaining a lot of attention and becoming a hit with people who are always checking their feed for new and amusing material.
3. Staying local
Jio encourages Indian heritage in their social media messaging, staying true to the humara India and #VocalForLocal culture that has grown over time. From wishing everyone a happy festival to creating material with Indian themes and as much Bollywood as possible, the brand has taken a very wholesome Indian approach to its digital branding.
Reliance Jio’s digital marketing strategies
Now, let’s what were the Reliance Jio’s digital marketing strategies on every social media platform;
Reliance Jio’s social media marketing strategies
From perfectly sensing the pulse of the audiences through timely engagement in moment marketing to aptly leveraging content marketing tactics to crafting fantastic stories as the need of the hour, Reliance Jio’s social media approach has been all things ‘Dhan Dhana Dhan.’
Here is an overview of Reliance Jio’s social media channels;
|Platform||No. of followers||Engagement Rate|
|YouTube||3 Million Subscribers||0.10%|
Jio’s Instagram Marketing Strategies
Jio has over a million Instagram followers (@reliancejio). In their content bucket, you’ll discover a range of promotional pieces, posts showing their products, and posts featuring their workers.
They’ve recently posted a number of posts about their work with the IPL, congratulating each team on their victories and engaging their cricket supporters.
Jio’s Facebook Marketing Strategies:
Jio’s Facebook page has the most number of followers, making it their most popular and successful social media account. The aim of their Facebook account, as evident through their bio is to drive people from their social account to the website. Their bio reads,
“Lives change when they are connected. Imagine a life where every Indian could stay connected to friends and family, stay true to their dreams and passions, and stay inspired and empowered – every second of every day. At Reliance Jio, we believe every Indian deserves this life. The Digital Life”.
Below is the screenshot of the Jio Facebook Account;
We welcome you to experience the Reliance Jio Digital Life.
Chat now on MyJio App: www.jio.com/dl/livechat
The content posted on Jio’s Facebook page is quite similar to that on Instagram – IPL – related posts, festival posts, contests, stories of employees, etc.
Jio also receives feedback and queries on their comments section, which receive quick and personalised replies along with the name of the person writing to them. This shows the customer that a real person is handling their query, and gives them confidence that their issues will be resolved. (Marketers, take notes!!)
Jio’s Twitter Marketing Strategies:
Jio’s Twitter (@reliancejio) page, like its Instagram and Facebook sites, posts the same type of content. Jio responds to its followers’ questions and retweets what others have to say about the firm on a frequent basis.
Similar IPL – related content on Jio’s Twitter page:
Jio’s YouTube Marketing Strategies:
The videos posted on Jio’s YouTube are also in alignment with the ones posted on Instagram, Facebook, and YouTube.
Here are some of the popular videos on the Youtube Channel;
Jio’s YouTube also has the same videos in different languages to reach local audiences across India. They have a separate playlist for the following languages:
This is a wonderful initiative and has also received a positive response from the audience. These videos are mostly instruction-based, guiding people to use Jio. They also posted short videos in the form of YouTube shorts as part of their “Lockdown Heroes” campaign.
Jio’s SEO strategies
Everybody, today, knows of Jio. However, let’s look closely into what you can find when you google Jio.
With a blue, a darker blue, and white colour theme, Jio’s website is one that is completely service-oriented and allows customers to get their work done. Jio has a website with a ‘great’ domain authority of 66. Their website ensures complete user-friendliness and is easy to navigate. With subtle colours, clear fonts, and even the option to recharge your SIM, get a new SIM, and/or make payments.
Jio’s website has over 4,28,361 organic keywords and brings 1,29,00,206 monthly traffic to its website. These numbers are way beyond average, and are rated as “amazing.”
Their top organic keywords include:
- Jio recharge
- how to connect harddisk to the Jio router
- Jio tv
- Jio fiber
Google My Business Page
If you look at what Jio does, you’ll note that they do a fantastic job of setting up Google My Business sites for each of their locations, but some businesses never get around to doing so. It takes a lot of effort at first, but it pays off in the end, as you can see.
Google My Business reviews
When it comes to local searches, reviews are quite essential. Simply creating a listing isn’t enough, as much as we’d like it to be. You must think about it from the perspective of the search engine. Businesses with more reviews (especially those with outstanding ratings) will rank higher (as seen below) since it gives search engines more data points and shows that people are saying good things about them, hinting that it must be valuable.
Building reviews are one of the most difficult components of local optimisation after getting listed. It’s not easy to get positive evaluations, but if you put on your marketing hat and use your imagination, you can do just as well as Jio.
Jio’s Top Digital Marketing Campaigns
1. Jio’s Lockdown Campaign
Jio’s Lockdown Heroes Campaign honoured the extraordinary stories of some of the company’s network engineers who worked tirelessly to keep the network operating throughout the lockdown. Users would not have been able to continue forward with their lives as smoothly if the pandemic had struck in any other generation, working from home, learning from home, and being amused at home.
Jio’s celebration of the Lockdown Heroes Campaign, which included numerous detailed anecdotes of frontline workers walking through snow, and traveling for several kilometers to work with restricted transportation, encapsulates the genuine essence of ‘connecting lives.’
2. Digital Navratri
Reliance Jio hosted a Digital Navratri, giving Indians a virtual Darshan from the comfort of their own homes via Jio Meet and Jio TV. Jio can be seen giving opportunities for Indians to go about living and celebrating their lives without having to deal with any inconveniences.
When it comes to celebrations, the AGM has become a major event on Jio’s calendar and in the news. The way the videos are put together suggests that it is no longer the “Reliance of Yesterday”, but rather a futuristically ahead brand competing with the world’s finest technological players.
As you can see, Reliance Jio has made inroads into the digital realm to advertise its goods and brand. Do you want to design your own unique strategy? Enroll in Digital Scholar’s online digital marketing course to improve your company’s digital marketing tactics. This course is for anyone interested in learning everything there is to know about digital marketing and how to apply it to their own company.
Are you ready to elevate the image of your organisation to new heights? The best choice to start with is to take our free digital marketing course.
What do you love the most about Jio? Let us know in the comments below!