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    • Invest in Crypto
      • Best Crypto to Invest in
      • Best New Crypto Coins
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      • Best Crypto Lotteries
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      • Best Gaming Crypto Coins
      • Best Utility Tokens
      • Cryptos Under $1
      • How to Invest in Bitcoin
      • How to Invest in Crypto
      • How to Invest in DeFi
      • How to Invest in NFTs
      • How to Invest in Stocks
      • How to Spend Bitcoin
      • How to Spend Ethereum
      • Make Money with Crypto
      • Make Money with NFTs
      • Most Undervalued Cryptos
      • Next Crypto To Explode
      • Penny Cryptocurrencies
      • What is DeFi Crypto
    • Crypto News
      • Best Crypto Apps
      • Best Crypto Signals
      • Best Crypto Wallets
      • Exodus Wallet Review
      • Best Play to Earn Games
      • Bitcoin Mining Sites
      • Crypto DAO Projects
      • Crypto Games
      • Crypto Marketing
      • Crypto Tax Software
      • Crypto Youtube Channels
      • Financial PR Agencies
      • ICO Marketing
      • Reddit Crypto Discussion
      • Web 3.0 & Crypto
      • What are 'Shitcoins'
    • Bitcoin Casinos
      • Bitcoin Gambling Sites
      • Bitcoin Roulette Sites
      • Bitcoin Slots Sites
      • Ethereum Casinos
    • Earn Interest on Crypto
      • Aqru Review
      • Best Staking Coins
      • Crypto Banks
      • Crypto Credit Cards
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      • Crypto Lending Platforms
      • DeFi Lending Platforms
      • DeFi Staking Platforms
      • DeFi Yield Farming
      • Crypto Loan Sites
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      • Crypto Staking
      • Earn Free Bitcoin
      • Earn Free Crypto
      • Earn Interest on ApeCoin
      • Earn Interest on AXS
      • Earn Interest on Bitcoin
      • Earn Interest on Cardano
      • Earn interest on Ethereum
      • Earn Interest on MATIC
      • Earn Interest on NEAR
      • Earn Interest on Stables
      • What is APY in Crypto?
      • Yield Farming Platforms
      • Yield Farming vs Staking
    • Worldwide Crypto Guides
      • Buy Bitcoin AU
      • Buy Bitcoin CA
      • Buy Bitcoin DE
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      • Buy Bitcoin IE
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      • Crypto Exchanges AU
      • Crypto Exchanges CA
      • Crypto Exchanges DE
      • Crypto Exchanges IE
      • Crypto Exchanges IN
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      • Crypto Exchanges NZ
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  • Cryptocurrency
    • Buy Crypto
      • Buy Bitcoin
      • Buy BTC with Apple Pay
      • Buy BTC with Credit Card
      • Buy BTC with Bank Wire
      • Buy BTC with eToro
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      • Buy BTC with Prepaid Card
      • Best Bitcoin ETFs
      • Low Cap Cryptos
    • Long Term Investments
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • BAR Fan Token Prediction
      • Bitcoin Price Prediction
      • Cardano Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Lazio Fan Token Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
      • Shiba Inu Price Prediction
      • Stepn GMT Price Prediction
      • XRP Price Prediction
    • Best Altcoins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Chainlink
      • Buy Cronos
      • Buy Dash
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy HBAR
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Polkadot
      • Buy Polygon
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy Theta
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
    • Best Crypto Exchanges
      • Best Altcoin Exchange
      • Best DeFi Exchange
      • Best P2P Crypto Exchange
      • Best DeFi Apps
      • Best DeFi Interest Rates
      • Best DEX Coins
      • Binance Referral Bonus
      • Binance vs Coinbase
      • Binance Review
      • Best Binance Alternatives
      • Best Coinbase Alternatives
      • Bitstamp Review
      • Bitstamp Sign Up Bonus
      • Coinbase Review
      • Coinbase Sign Up Bonus
      • Crypto.com Review
      • Crypto.com Sign Up Bonus
      • Crypto.com Visa Card
      • DeFi Swap Exchange
      • Social Trading Platforms
    • Best Meme Coins
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Shiba Inu
    • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Ren
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
  • NFTs
    • How To Buy NFTs
      • Cheapest NFT Projects
      • Coolest NFT Projects
      • Best Metaverse Projects
      • Best Utility NFT Projects
      • Best NFT Apps
      • Best NFT Games
      • Best NFT Giveaways
      • Best NFT Lawyers
      • Best NFT Lottery Sites
      • Best NFT Presales
      • Best NFT Wallets
      • Buy NFTs on Binance
      • How to Flip NFTs
    • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy Enjin
      • Buy Filecoin
      • Buy Gala
      • Buy JEWEL
      • Buy SAND
      • Buy STEPN
    • NFT News
      • Celebrity Backed NFTs
      • Celebrity NFT Owners
      • Most Expensive NFTs
      • New NFT Projects
      • NFT Calendar
      • NFT Horse Racing Projects
      • NFT Land Projects
      • NFT Trading Card Games
      • Sport NFT Drops
      • Why Invest in NFTs
    • Best NFTs To Buy
      • Azuki NFTs
      • CryptoPunks NFTs
      • Lucky Block NFTs
      • PolygonPunks NFTs
      • Prime Ape Planet NFTs
      • VeeFriends NFTs
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    • NFT Marketplaces
      • Binance
      • Crypto.com
      • DraftKings
      • Looksrare
      • Magic Eden
      • NFT Launchpad
      • NFT Music Platforms
      • OpenSea
      • Rarible
  • Stocks
    • Types of Stocks
      • Best Biotech Stocks
      • Best Blockchain Stocks
      • Best Cannabis Stocks
      • Best Cheap Stocks
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    • Company Stocks
      • Buy Alibaba Stock
      • Buy Alphabet Stock
      • Buy Amazon Stock
      • Buy Apple Stock
      • Buy AMC Stock
      • Buy AT&T Stock
      • Buy Disney Stock
      • Buy DWAC Stock
      • Buy Etsy Stock
      • Buy Ford Stock
      • Buy Gamestop Stock
      • Buy Hertz Stock
      • Buy Lockheed Martin Stock
      • Buy Monday.com Stock
      • Buy Meta Stock
      • Buy Netflix Stock
      • Buy Nike Stock
      • Buy Nikola Stock
      • Buy NRG Stock
      • Buy Rivian Stock
      • Buy Roblox Stock
      • Buy Pfizer Stock
      • Buy SAVA Stock
      • Buy Spotify Stock
      • Buy Tesla Stock
      • Buy Samsung Stock
      • Buy Upstart Stock
      • Buy XELA Stock
    • Buy Stocks
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      • Buy 5G Stocks
      • Buy Cannabis Stocks
      • Buy Coinbase Stocks
      • Buy Dividend Stocks
      • Buy Nio Stock
      • Buy Oil Stocks
      • Buy Stocks on eToro
      • Buy Stocks via Credit Card
      • Buy Stocks with PayPal
      • Invest in Stocks
      • Invest in NFT Stocks
  • Trading
    • Best Trading Platforms
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      • Best Forex Brokers
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      • Best Forex Signals
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      • Copy Trading Platforms
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      • Algorithmic Trading
      • Automated Trading
      • eToro Review
      • Capital.com Review
      • How to Day Trade Stocks
      • Best Day Trading Platforms UK
      • How to Trade Commodities
      • How to Trade Crypto
      • How to Trade ETFs
      • How to Trade Gold
      • How to Trade NFTs
      • How to Trade Oil
    • Trading Robots
      • Bitcode AI Review
      • BitIQ Review
      • Crypto Bank Review
      • Crypto Boom Review
      • Crypto Engine Review
      • Immediate Edge Review
      • Meta Profit Review
      • Metaverse Profit Review
      • NFT Profit Review
      • Oil Profit Review
      • Prime Advantage Review
      • Quantum Code Review
      • Teslacoin Review
      • Today Profit Review
      • 7Tesler Review
    • Bitcoin Robots
      • Bitcoin Blueprint Review
      • Bitcoin Buyer Review
      • Bitcoin Circuit Review
      • Bitcoin Code Review
      • Bitcoin Digital Review
      • Bitcoin Freedom Review
      • Bitcoin Motion Review
      • Bitcoin Prime Review
      • Bitcoin Profit Review
      • Bitcoin Revolution Review
      • Bitcoin Rocket Review
      • Bitcoin Smarter Review
      • Bitcoin Up Review
      • BitcoinX Review
      • Bitprime Gold
      • Bit Index AI
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    • Hosting
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      • Wordpress VPS Hosting
      • Cheap Wordpress Hosting
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    • Marketing
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    • Workflow
      • PM Software
      • PM Software Small Teams
      • Marketing PM Software
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      • Best Scheduling Software
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    • Affiliate Marketing
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Business 2 Community
  • Investing
      • Invest in Crypto
      • Best Crypto to Invest in
      • Best New Crypto Coins
      • Best Crypto Airdrops
      • Best Crypto Faucets
      • Best Crypto Giveaways
      • Best Crypto IDOs
      • Best Crypto ICOs
      • Best Crypto Lotteries
      • Best Crypto Presales
      • Best Gaming Crypto Coins
      • Best Utility Tokens
      • Cryptos Under $1
      • How to Invest in Bitcoin
      • How to Invest in Crypto
      • How to Invest in DeFi
      • How to Invest in NFTs
      • How to Invest in Stocks
      • How to Spend Bitcoin
      • How to Spend Ethereum
      • Make Money with Crypto
      • Make Money with NFTs
      • Most Undervalued Cryptos
      • Next Crypto To Explode
      • Penny Cryptocurrencies
      • What is DeFi Crypto
      • Crypto News
      • Best Crypto Apps
      • Best Crypto Signals
      • Best Crypto Wallets
      • Exodus Wallet Review
      • Best Play to Earn Games
      • Bitcoin Mining Sites
      • Crypto DAO Projects
      • Crypto Games
      • Crypto Marketing
      • Crypto Tax Software
      • Crypto Youtube Channels
      • Financial PR Agencies
      • ICO Marketing
      • Reddit Crypto Discussion
      • Web 3.0 & Crypto
      • What are 'Shitcoins'
      • Bitcoin Casinos
      • Bitcoin Gambling Sites
      • Bitcoin Roulette Sites
      • Bitcoin Slots Sites
      • Ethereum Casinos
      • Earn Interest on Crypto
      • Aqru Review
      • Best Staking Coins
      • Crypto Banks
      • Crypto Credit Cards
      • Crypto Interest Accounts
      • Crypto Lending Platforms
      • DeFi Lending Platforms
      • DeFi Staking Platforms
      • DeFi Yield Farming
      • Crypto Loan Sites
      • Crypto Savings Accounts
      • Crypto Staking
      • Earn Free Bitcoin
      • Earn Free Crypto
      • Earn Interest on ApeCoin
      • Earn Interest on AXS
      • Earn Interest on Bitcoin
      • Earn Interest on Cardano
      • Earn interest on Ethereum
      • Earn Interest on MATIC
      • Earn Interest on NEAR
      • Earn Interest on Stables
      • What is APY in Crypto?
      • Yield Farming Platforms
      • Yield Farming vs Staking
      • Worldwide Crypto Guides
      • Buy Bitcoin AU
      • Buy Bitcoin CA
      • Buy Bitcoin DE
      • Buy Bitcoin DK
      • Buy Bitcoin IE
      • Buy Bitcoin ID
      • Buy Bitcoin IN
      • Buy Bitcoin IT
      • Buy Bitcoin NZ
      • Buy Bitcoin PT
      • Buy Bitcoin SG
      • Buy Bitcoin UAE
      • Buy Bitcoin UK
      • Buy Bitcoin ZA
      • Crypto Exchanges AU
      • Crypto Exchanges CA
      • Crypto Exchanges DE
      • Crypto Exchanges IE
      • Crypto Exchanges IN
      • Crypto Exchanges IT
      • Crypto Exchanges NZ
      • Crypto Exchanges SG
      • Crypto Exchanges UAE
      • Crypto Exchanges UK
      • Crypto Exchanges ZA
  • Cryptocurrency
      • Buy Crypto
      • Buy Bitcoin
      • Buy BTC with Apple Pay
      • Buy BTC with Credit Card
      • Buy BTC with Bank Wire
      • Buy BTC with eToro
      • Buy BTC with Paypal
      • Buy BTC with Prepaid Card
      • Best Bitcoin ETFs
      • Low Cap Cryptos
      • Long Term Investments
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • BAR Fan Token Prediction
      • Bitcoin Price Prediction
      • Cardano Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Lazio Fan Token Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
      • Shiba Inu Price Prediction
      • Stepn GMT Price Prediction
      • XRP Price Prediction
      • Best Altcoins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Chainlink
      • Buy Cronos
      • Buy Dash
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy HBAR
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Polkadot
      • Buy Polygon
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy Theta
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
      • Best Crypto Exchanges
      • Best Altcoin Exchange
      • Best DeFi Exchange
      • Best P2P Crypto Exchange
      • Best DeFi Apps
      • Best DeFi Interest Rates
      • Best DEX Coins
      • Binance Referral Bonus
      • Binance vs Coinbase
      • Binance Review
      • Best Binance Alternatives
      • Best Coinbase Alternatives
      • Bitstamp Review
      • Bitstamp Sign Up Bonus
      • Coinbase Review
      • Coinbase Sign Up Bonus
      • Crypto.com Review
      • Crypto.com Sign Up Bonus
      • Crypto.com Visa Card
      • DeFi Swap Exchange
      • Social Trading Platforms
      • Best Meme Coins
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Shiba Inu
      • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Ren
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
  • NFTs
      • How To Buy NFTs
      • Cheapest NFT Projects
      • Coolest NFT Projects
      • Best Metaverse Projects
      • Best Utility NFT Projects
      • Best NFT Apps
      • Best NFT Games
      • Best NFT Giveaways
      • Best NFT Lawyers
      • Best NFT Lottery Sites
      • Best NFT Presales
      • Best NFT Wallets
      • Buy NFTs on Binance
      • How to Flip NFTs
      • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy Enjin
      • Buy Filecoin
      • Buy Gala
      • Buy JEWEL
      • Buy SAND
      • Buy STEPN
      • NFT News
      • Celebrity Backed NFTs
      • Celebrity NFT Owners
      • Most Expensive NFTs
      • New NFT Projects
      • NFT Calendar
      • NFT Horse Racing Projects
      • NFT Land Projects
      • NFT Trading Card Games
      • Sport NFT Drops
      • Why Invest in NFTs
      • Best NFTs To Buy
      • Azuki NFTs
      • CryptoPunks NFTs
      • Lucky Block NFTs
      • PolygonPunks NFTs
      • Prime Ape Planet NFTs
      • VeeFriends NFTs
      • World of Women NFTs
      • NFT Marketplaces
      • Binance
      • Crypto.com
      • DraftKings
      • Looksrare
      • Magic Eden
      • NFT Launchpad
      • NFT Music Platforms
      • OpenSea
      • Rarible
  • Stocks
      • Types of Stocks
      • Best Biotech Stocks
      • Best Blockchain Stocks
      • Best Cannabis Stocks
      • Best Cheap Stocks
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      • Buy Alibaba Stock
      • Buy Alphabet Stock
      • Buy Amazon Stock
      • Buy Apple Stock
      • Buy AMC Stock
      • Buy AT&T Stock
      • Buy Disney Stock
      • Buy DWAC Stock
      • Buy Etsy Stock
      • Buy Ford Stock
      • Buy Gamestop Stock
      • Buy Hertz Stock
      • Buy Lockheed Martin Stock
      • Buy Monday.com Stock
      • Buy Meta Stock
      • Buy Netflix Stock
      • Buy Nike Stock
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      • Invest in Stocks
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    • Trading
        • Best Trading Platforms
        • Best Investment Apps
        • Best Forex Brokers
        • Best MT4 Brokers
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        • Best Forex Brokers AU
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        • Best Scalping Brokers
        • Copy Trading Platforms
        • Low Spread Forex Brokers
        • Low Margin Rate Brokers
        • Algorithmic Trading
        • Automated Trading
        • eToro Review
        • Capital.com Review
        • How to Day Trade Stocks
        • Best Day Trading Platforms UK
        • How to Trade Commodities
        • How to Trade Crypto
        • How to Trade ETFs
        • How to Trade Gold
        • How to Trade NFTs
        • How to Trade Oil
        • Trading Robots
        • Bitcode AI Review
        • BitIQ Review
        • Crypto Bank Review
        • Crypto Boom Review
        • Crypto Engine Review
        • Immediate Edge Review
        • Meta Profit Review
        • Metaverse Profit Review
        • NFT Profit Review
        • Oil Profit Review
        • Prime Advantage Review
        • Quantum Code Review
        • Teslacoin Review
        • Today Profit Review
        • 7Tesler Review
        • Bitcoin Robots
        • Bitcoin Blueprint Review
        • Bitcoin Buyer Review
        • Bitcoin Circuit Review
        • Bitcoin Code Review
        • Bitcoin Digital Review
        • Bitcoin Freedom Review
        • Bitcoin Motion Review
        • Bitcoin Prime Review
        • Bitcoin Profit Review
        • Bitcoin Revolution Review
        • Bitcoin Rocket Review
        • Bitcoin Smarter Review
        • Bitcoin Up Review
        • BitcoinX Review
        • Bitprime Gold
        • Bit Index AI
    • Software & Social
        • Hosting
        • Best WordPress Hosting
        • Enterprise Hosting
        • UK WordPress Hosting
        • Wordpress VPS Hosting
        • Cheap Wordpress Hosting
        • Website Hosting for Small Business
        • Agencies
        • Mobile App Development Agencies
        • Social Media Marketing Agencies
        • Influencer Marketing Agencies
        • Email Marketing Agencies
        • CRM Software
        • Best CRM Software
        • CRM For Small Business
        • Best Free CRM Software
        • Best Client Management Software
        • Other Software
        • Best Legal Software UK
        • Job Mgmt Software UK
        • Best HR Software UK
        • Best Payroll Software UK
        • Best Dental Software UK
        • Inventory Management Software
        • Accounting Software
        • Free Accounting Software
        • Accounting Software for Mac
        • Marketing
        • SEO Marketplaces
        • Email Marketing
        • Workflow
        • PM Software
        • PM Software Small Teams
        • Marketing PM Software
        • Free PM Software
        • Best Scheduling Software
        • Best Scheduling Apps
        • Task Management Tools
        • Best PM Apps
        • Best Agile Tools
        • Best Antivirus Software
        • Best Antivirus Software UK
        • Best Antivirus Software Canada
        • Best Antivirus Software India
        • Best Antivirus Software Singapore
        • Password Managers
        • Best Pw Manager Australia
        • Best Pw Manager UK
        • Best Pw Manager Canada
        • Affiliate Marketing
        • Crypto Affiliate Programs
        • Best Financial Affiliate Programs
        • Affiliate Marketing Programs
        • Best Website Builders
        • Best App Builder
        • Best Ecommerce Platform
        • Best Landing Page Builder
        • How to create a Blog
        • VoIP
        • Best VoIP Services
        • Best Virtual Phone Number US:
        • Best Virtual Phone Number for Business
        • Best Virtual Landline UK
        • Best VoIP Home Phone Canada
        • SEO Software
        • Ahrefs Review
        • E-mail Marketing
        • Semrush Review
        • VPN
        • Best VPN Services
        • Best VPN UK
        • Best VPN for Android UK
        • Best VPN for Firestick UK
        • How to Watch Love Island UK From Abroad
        • Best VPN Canada
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        • Best VPN Reddit
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        • Spy Software
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        • Apps
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    Digital & Social⟩Digital Marketing

    Why Storytelling Is The Future Of Digital Marketing

    author imageVinaya Naidu Last updated: 10 November 2014
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    digital storytelling

    Stories have enthralled audiences across the world. As kids, we loved to listen to stories of kings and queens, of fairies and ghosts, of jungles, superheroes and monsters, in fact anything that could feed our little imagination. Then we grew up to watch bigger stories on celluloid and read about real life heroes in our school history books.

    The biggest epic, Mahabharatha is also a story well told, timeless and adaptable even today. All the great epics of the world, be it Homer’s Odyssey or the animal fables of Aesop or Panchatantra, the thousand and one tales from the Arabian Nights or the endless plays on human emotions by Shakespeare, are timeless stories.

    While we grew up to have our own favourite stories, the format of storytelling remains unchanged. So while a Hamlet by Shakespeare is recycled into Haider the movie, the plot is still the hero.

    Brands have begun to realise this, and increasingly including this in their communication. Advertising, as we know of, is undergoing a massive transformation, especially in this digital age. The product is taking a backstage while the story forms the main protagonist.

    Storytelling in the digital age

    We witnessed this back in 2013 when Lifebuoy came up with Gondappa’s story to help promote their ‘Help a child reach 5’ campaign. Though, at the core of the digital story was a corporate social responsibility by Lifebuoy to raise awareness on handwashing and personal hygiene, with the larger goal being the eradication of diarrhoea in Indian villages, the film was not looked at as a CSR campaign by an FMCG giant.

    Launched exclusively for its Facebook fans, it quickly spread onto other social networks based on its sheer power of storytelling. The 3-minute film by the soap brand raked in 1.5 million views in the first three weeks of being launched. It even found itself in second place at 16 million views in the list of ’10 most viewed ads on YouTube in 2013’. The ad has crossed over 19 million views till date.

    Lifebuoy did not try hard to sell its soap, but it sure did make a strong emotional connect with the masses. The brand purpose was established.

    In the same year, search giant Google also resorted to storytelling to tell us how its ‘search’ can not only be our daily go-to information service, but also bean enabler of happiness. It launched the ‘Reunion’ ad taking inspiration from the India-Pakistan partition in 1947.

    ‘Reunion’ was about two such childhood friends who grew up together in Lahore in undivided India, but separated during the partition, and how Google search helped reunite them. The three-and-a-half-minute video crossed over 4 million views in 6 days, and stood at tenth place with 10 million views in the 10 most viewed ads list on YouTube in 2013.

    Jewellery brand, Tanishq created a social media stir by capturing the concept of remarriage in its wedding ad film last year. Breaking away from the traditional advertising approach for a jewellery brand, Tanishq celebrated the remarriage of a dusky woman with a daughter to promote its wedding collection. Although produt placement was all over the bride, the ad was highly lauded on social media for its bold theme.

    In fact, the ad was the only Indian ad to be featured in the Adweek list of ‘7 most inspiring ad campaigns for women in 2013’.

    Digital content creation is evolving by the day

    The verdict is clear. Gone are the days when the focus of advertising was directly on the product benefits sung through an ad jingle. Now storytelling is being increasingly employed to convey the brand message, in a more impactful way.

    The idea is to connect with consumers using stories about them, stories that related to them and stories that celebrated them.

    This year, coffee brand Nescafe wanted to rejuvenate the brand and make it more contemporary. It launched a film about a stammering stand-up comedian that became an instant hit with the social savvy generation. The main protagonist in the two-minute film is rejected due to his constant stuttering but finally ends up as a successful stand up comedian when he makes stammering work in his favour.

    At the heart of the film was a beautiful and inspiring story that people related to, though the coffee was forced-fit into the story. The struggle experienced by a stutterer and his triumph over his weakness enacted the hero’s journey from overcoming challenges to gaining victory.

    The video fetched more than 4 million views within a fortnight and is now at 5 million+ views. It is also accompanied by a successful conversation-led campaign on social media.

    This Diwali, PepsiCo also tugged at our heartstrings with a seven-minute film celebrating the joys of homecoming for the festival. It launched the #GharWaliDiwali short film directed by Vikramaditya Motwane of Udaan fame and featuring National Award winning actress Geetanjali Thapa where Thapa plays a young working mother who stays in a different city with her husband and a young daughter. Geetanjali is always seen reaching out to her parents for help, but drops her plans to visit them on Diwali as she felt attending a friend’s party was more important.

    The film reflects our fast-paced lives in this digital age, where parents are sidelined to make way for our immediate lifestyle needs. The beverage brand put the focus back onto the simple joys of life this Diwali – visiting your parents.

    A highly relatable concept that was picked up for its emotional quotient. In 2 days, the film gained over 200K views and now stands at a little over a million views in 3 weeks.

    Kissan, HUL’s household name for ketchups, jams and squashes, had launched a film to revive the idea behind “Kissanpur” or the importance of experiencing real natural experiences. The four-minute film offered a shocking insight into our digitally driven lives today with the story of an urban boy named Rohan who misses playing with his parents, as they are too busy with their smartphones and laptops.

    Despite having the Kissan tomato seeds triggering the family’s happiness, the film’s central focus was on storytelling and the power of emotions. It brought consumers back to experiencing real joy – the joy of togetherness in their lives.

    The video gained over 1.2 million views within 15 days of launch and now stands at 2.4 million views.

    Designed for the new age consumer

    As India moves towards a more mobile-driven economy, there is a huge potential for video consumption over affordable data plans. The country has seen the highest growth of smartphones in the Asia-Pacific region in the first quarter and smartphone sales in India are expected to reach 80.57 million units by the end of 2014, as per a report by IDC. The country is also going to have the largest demographic of youngsters in the world by 2020.

    These factors have led more brands to now focus on communication with the help of digital storytelling. A longer digital film for the social media consumer segment and a smaller curtailed version of 30 seconds for television audiences sums up what brands are delving into. Digital marketing is shifting its communication from traditional ads that said, “See what our brand can do” to stories that say, “See what you can do”. The product has taken a backstage while the brand purpose forms the plot, the hero.

    It is heartening to see brands adopt storytelling in their main communication. Though we might have a long way to go in terms of storytelling, the digital India program to improve overall internet infrastructure might just boost more stories to the fore. And that is the future of digital marketing or digital storytelling.

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      This article originally appeared on Lighthouse Insights and has been republished with permission.
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    author image

    Author: Vinaya Naidu

    Follow @oldfox004

    Co-Founder and Blogger at Lighthouse Insights. A student of life, art and building relationships. Love to read just about anything and strongly believe that books make a beautiful world.… View full profile ›


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    • Vani says:
      November 11, 2014 at 1:56 am

      Well said Vinaya. Indeed we grew up listening to stories. Even today’s children like to hear stories rather than boring strict dos’ and donts’. As a marketing person, I know the importance of putting your message right and the need to travel across by cutting the noises around. Its indeed competitive market.

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