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The Glitch launches micro-content digital service

By afaqs! news bureau , afaqs!, New Delhi | In Digital | September 15, 2015
The service, Content Engine, is open to all brands across platforms and delivers content across mediums.

Digital marketing agency The Glitch has announced the launch of micro-content digital service called Content Engine. The service aims to create micro-content specific to the platform it lives on, based on user behaviour and usage nuances.

Varun Duggirala

Rohit Raj

Explaining the initiative, Varun Duggirala, co-founder, The Glitch, says, "It's a combination of a team of experts in the field of video, design and platform strategy who understand the ecosystem and the user behaviour of each of the platforms and develop content specific to them to deliver high organic engagement."

Rohit Raj, co-founder of The Glitch, adds, "Content Engine was rolled out earlier this year on a trial basis for a few brands to test things out and the results showed a phenomenal increase in engagement across platforms like Facebook, Twitter, Instagram and WhatsApp. 15-second Instagram posts for Lakmé during Lakmé Fashion Week (Winter/Festive) 2015 delivered more than 17 per cent engagement. Perfetti and Facebook tied up for an experiment with animated posts earlier this year and the results showed a drastic spike in organic engagement across the platform."

Currently, Content Engine is open to all brands across platforms and delivers content across mediums including animated GIFs, short videos, cinemagraphs as well as designed product shots for images.

Launched in May 2014, The Glitch Delhi works on brands such as PepsiCo's 7UP, Mirinda, Quaker Oats, Lay's, Doritos, as well as Perfetti brands Happydent, Mentos, Center Fresh, Alpenliebe, along with Carlsberg and Tuborg.

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