Social Media Strategy Review – OLX India

This review is a part of our ‘Social Media Strategy Review’ series where we do a 360 degree analysis of a brand’s entire social media activity. You can read the reviews of more brands here.

Introduction

OLX is one world’s largest classifieds websites with presence in more than 90 countries. In India, it is present as OLX.in where you can sell anything you own under the sun.

Overall Startegy

As a classifieds website, OLX India is positioning itself as the place where everything gets sold. With taglines such as ‘Sab Kuch Bikta Hai’ and ‘Bech De’, it is promoting itself as the place where sellers can get good deals on their products.

Platform-wise Startegy

Facebook

The Facebook page boasts of a huge community of 25 lakhs and sees some really good engagement. But going through their content, I got bored very quickly. It’s the same Q&A type of updates that go out everyday. The content seemed monotonous to me.

But somehow, this same content is generating good engagement for them. So I guess there’s no point in complaining.

OLX India Facebook Engagement
Source: Simplify360 – A Social Media Analytics Tool
OLX India Average Response Per Post
Source: Simplify360 – A Social Media Analytics Tool

They also add link to their website with every update. I checked the click stats on bit.ly and they do get some good clickthroughs. Though I am curious to know how these visits perform for them.

Twitter

OLX India on Twitter is a mixed bag. They share the same updates that go out on Facebook. And no, they don’t make an effort to customize the update at all. It’s the same update that gets cross-posted. Disappointed to see lack of effort here.

OLX India Twitter Account
Source: Simplify360 – A Social Media Analytics Tool

But they do hold contests regularly. The recent one was the #ReplaceMovieTitlesWithBechDe which trended widely and before that was #BechDe. I like the use of branded hashtags and but have a severe dislike for the #ReplaceMovieTitles trend. But again. if it’s working for the brand, who are we to complain.

YouTube

The channel is mostly filled with TVCs. There are few testimonials as well. And there’s a nice activity with Mrs. Bech De with 3 episodes already done. The program is nice and people seem to be liking it as well. It could be a nice content angle for them apart from being a nice branding activity.

Comparison with Competitor

Quikr is the closest competitor OLX has. But OLX is much ahead of it in almost all aspects. Quikr does have interesting content (I like their creatives) on its Facebook but it’s a disappointment on Twitter. The updates are few and far between.

OLX India vs Quikr - Facebook Engagement
Source: Simplify360 – A Social Media Analytics Tool
OLX India vs Quikr Relative Share of Engagement
Source: Simplify360 – A Social Media Analytics Tool

OLX on the other hand has monotonous content but is getting some really good traction.

Comments on Strategy

Looking through OLX’s entire social media efforts, I find a little mismatch. While OLX is going everywhere trying to promote itself as ‘Bech De’ platform, it’s Facebook page is primarily focussed on buyers. All the links with the updates are about purchases.

I feel they should focus equally on the selling aspect as well. May be they can come up with a series on how sellers can leverage the platform effectively and get the best prices.

Feedback on Strategy

OLX India Sentiment Analysis
Source: Simplify360 – A Social Media Analytics Tool

As a brand, OLX has caught on big time. People love their ads and they have succeeded in establishing their authority as a classifieds website. Their branding exercise has worked nicely for them.

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