Let’s say you’re scrolling on Instagram and you see a short, concise video. It’s your favorite Bollywood actor showing you a product that you’ve never seen before, but now you want to try. Before you know it, you might want to buy it. That’s the magic of video today in influencer marketing. It’s everywhere and it’s disrupting the way brands reach their customers.
In India, where mobile internet penetration is surging and more than 400 million people are streaming content online, video has emerged as the preferred tool for brands who want to cut through the clutter. Influencers, with their devoted (and often cult-like) audiences, are leveraging this to create content that feels authentic, engaging and impactful to their audience.
But what makes video such an impactful influencer marketing tool? And how are Indian brands
How Video is Powering Influencer Marketing?
1. Emotional Connection in Seconds
The beauty of video is that you can create emotions in a matter of seconds. Video can make people feel something, whether it is jokes, empathy or excitement. This emotional bond builds trust, and trust is the core of influencer marketing.
The Indian beauty retailer Nykaa is a prime example. They have worked with brands such as Komal Pandey and Shreya Jain, who often produce makeup tutorials, reviews, and “Get Ready With Me” videos. These aren’t simply product launches, but narratives that touch their audiences on a personal level. It’s easy to understand why after watching these influencers use and endorse Nykaa’s products, viewers are more connected to it.
2. Minimal Attention spans, Meet Minimal Videos
We live in the era of TikTok and Instagram Reels, and people consume information at hyperspeed. No one wants to scroll through product descriptions or listen to long ads. Videos, specifically video short forms, provide companies with an opportunity to communicate quickly and efficiently.
Think about the success of Chumbak, a lifestyle brand that creates eccentric home décor and accessories. They’ve also linked up with influencers to make short, fun videos of their products being used in real life. These videos are organic and simple to watch, making them perfect for the fast-paced online world of today.
3. The Authenticity Factor
Influencer videos are different from standard advertisements because they look real. Influencers are real people who actually use the product and give their honest reviews. This gives the brand more credibility than a nice brand advert will ever be able to provide.
Mamaearth, an Indian skincare brand, has, for instance, used influencers such as Masoom Minawala and Sejal Kumar to shoot uncensored videos on their skincare regimens. It’s much more authentic to hear an influencer express that a specific face serum improved their complexion than a traditional commercial, and your audience is more likely to take your advice.
How Indian Brands Are Utilizing Video and Influencers?
1. Collaborations That Feel Organic
Indian brands are taking initiative with influencer deals and making sure that the content is not overused. This is important because people can see right through fakeness.
Zomato has been one of the most successful influencer marketers when it comes to video content, for instance. They’ve worked with food bloggers and YouTubers who create fun food reviews, cooking challenges, and bizarre food delivery skits. These videos aren’t ad-supported, they’re funny, they’re relatable, and they bring Zomato’s products into your daily routine.
2. Product Launches and Campaigns
Video is not only used for normal product promotions, but it is also a powerful tool for launch campaigns and big-ticket initiatives. Indigenous brands are now turning to influencers to build anticipation and hype for upcoming products.
When Bira 91, a craft beer brand, launched new versions, it collaborated with food and lifestyle influencers to spread the word. Influencers posted videos of themselves enjoying the new tastes at home, on social occasions, or in the kitchen. They weren’t about the product, they were about having the product and that helped them make it more compelling and memorable.
3. Regional Influencers for Targeted Reach
Marketing for one person doesn’t fit in any country, not even India. It’s becoming more common for brands to work with regional influencers to produce content in native tongues to make sure they reach the targeted audience.
Take Flipkart, for instance. For its Big Billion Days sale, the e-tailer collaborated with a couple of regional influencers who posted videos in Tamil, Telugu, Bengali, and other languages. This strategy allowed Flipkart to connect with audiences across India, increasing sales and brand recognition in a way that resonated with local communities.
What Videos Are The Most Effective For Influencer Marketing?
1. Tutorials and How-Tos
Tutorials are one of the most effective video formats. They add value to the audience and advertise the product in a natural and less aggressive manner.
Forest Essentials, for instance, a high-end Ayurvedic skin care line, often engages with beauty influencers who create lengthy skincare routine videos. These tutorials teach users without aggressively selling the brand’s offerings.
2. Behind-the-Scenes Content
People love to know what’s happening behind the scenes. It humanizes the brand and makes influencers seem like humans.
When Sabyasachi, the great Indian designer released his newest bridal collection, he enlisted influencers who provided behind-the-scenes footage of their production. These videos weren’t primarily about the clothes, they were about craftsmanship, innovation and process, and it made the material all the more compelling.
3. Testimonials and Reviews
Brands who post real-life reviews, both positive and negative, create a relationship of trust with their followers. These videos tend to be more personal and authentic, which is why they work so well.
The online beauty retailer Purplle leverages this by engaging micro-influencers to make videos reviewing products sold on the website. Such reviews provide insight for the prospective customers, and genuine reviews from influencers give a stamp of approval to the brand.
How Video Measures Influencer Marketing Success?
We know video is one of the most important elements of influencer marketing, but it’s also important to determine if it’s successful. Indian brands now use engagement (likes, comments, shares), reach, and conversion rates to understand the effectiveness of their influencer campaigns.
For example, when Swiggy partners with influencers to advertise for a new service such as the Swiggy Genie, they monitor the number of users who are exposed to the campaign and most importantly, how many people will actually use the service after watching the influencer’s video. These metrics allow brands to hone in on their plans and make sure they’re making the most of their advertising dollars.
The Next Big Thing – Live Video and Influencer Marketing
While video remains at the forefront of influencer marketing, live video will continue to be the biggest thing to watch. Instagram Live and YouTube Live enable influencers to connect with their followers, answer questions, and provide a more immersive experience.
Companies such as Tata CliQ have already begun to try out live shopping events, where Influencers display products live, respond to queries from the viewers, and provide special discounts, which makes things feel urgent and drives immediate purchases.
Wrapping Up
Video is an essential component of influencer marketing in India, where the digital world is constantly changing. From quick Instagram Reels to long-form tutorials, video is an instant, interactive way for brands to interact with their audience.
And if you’re a brand that wants to create video content that’s memorable, there’s no better place to begin than with a partner who knows how to put together media. Reset Media is assisting Indian brands in creating compelling videos that resonate with their viewers. Whether it’s partnering with influencers or creating a full-scale video campaign, we can make your story stick.
Are you ready to revolutionize video? Let’s talk.