Yral (read, ‘viral’), the brand amplification platform based out of Gurgaon, was launched in the month of March this year. It marked coming together of Cricketer Yuvraj Singh’s investment fund YouWeCan Ventures and digital marketing agency AdLift to build a platform that could connect advertisers with celebrities by leveraging their social media network. AdLift is a niche Search-Marketing Firm Focused On Delivering Digital Marketing ROI.
The three minds that worked on this venture are Prashant Puri of AdLift, Nishant Singhal- Yuvraj Singh’s Business Advisor and Yuvraj himself. An alum from Columbia University, Prashant Puri is a digital marketing expert- building sites into multi-million dollar enterprises. Prashant has also been named in Impact Digital Power 100 – the 100 most influential people in digital media by Advertising Age. Prashant works closely with a number of fortune 500 companies including PayPal, EBay, Overstock & Barnes & Noble in helping them increase their search market share. Prashant is also a part of Columbia University’s Entrepreneurship Advisory Board (EAB) where he mentor’s young entrepreneurs to help grow their startups more efficiently and effectively. Prior to AdLift, Prashant was head of Global Marketing At EBay’s Comparison Shopping Arm where he was instrumental in establishing their footprint across 5 countries. Being an industry veteran he is invited to speak at numerous digital marketing conferences around the world, including SMX, SES and Pubcon. As an expert in Search Marketing, he has contributed to several search marketing journals including Search Engine Journal and Marketing Pligrim.
Nishant Singhal has been with Yuvraj since 2010, as his Business Advisor. He is a Chartered Accountant by Profession and has over 11 years of work experience with PwC. He has a diverse experience in Financial Risk Management, IT Strategy Consulting, Corporate Finance and Corporate Governance during his PwC days. He has rich experience of working with large multinational clients like Bharti Airtel, Vodafone, Idea Cellular, NDTV, TV Today, Naukri.Com, Magicbricks.Com etc. He also led Financial Compliance Team during IPOs Of TV Today, NDTV and Naukri.Com.
The disruptive new platform –Yral, seamlessly connects advertisers with celebrities by leveraging their social media network. Yral delivers the right audience and scalable reach to its advertisers by leveraging modern social media platforms. Yral provides registered advertisers with the right set of information that enables them to identify and interact with brand advocates, helping advertisers reach customers throughout all stages of the purchase funnel.
Globally, advertiser-paid social media spend is slated to increase 26% in 2016 and will reach $29.91 Billion, representing 15% of all digital ad spending. In Asia-Pacific, year-over-year growth is stronger – 30.6% with $9.6 Billion in social media ad spending. As more brands and businesses adopt paid social media advertising, Yral provides the right tools to advertisers to help them scale their social media initiatives and enhance their reach via Celebrities and brand advocates.
According to reports by Statista from January 2016, the world’s most followed celebrities have a Twitter following averaging to 50 million followers; while Instagram celebrities attracting an average of 55 million followers. Facebook celebrities have acquired an average of 80 million followers. Through the power of viral publicity, a single post from an influencer can start a global conversation. In addition, the frequency of posts can vary from one to 5 posts per day, further increasing the scope for effective monetization of resources to leverage brand visibility.
In India, according to a report on the ‘Fastest-Growing Celebrities Profiles in India’ by Socialbakers.com, celebrities have an average Twitter following of close to 18 million followers. On Facebook, the average number of celebrity followers is more than 19 million. These numbers themselves indicate the staggering scope of influencer reach on social media platforms, which is ascending by the day. The total reach of the top 50 celebrities is close to 100M which is 33% of India’s Internet population. Digital marketing spends are estimated to reach $2B by 2019 and if only 5% is led by celebrities, the estimated market size for them would be anywhere around $100M.
Currently, brands need to jump from one agency to another to connect with the right brand evangelists – Yral is addressing this pain point by streamlines this process, leveraging celebrities’ immense fan following in doing so. What better way than this, to make your brand go Y-ral?