Video content has become a must-have for any digital marketing strategy globally. As consumers increasingly watch videos online and on mobile, brands need to use visual media to engage audiences across countries and cultures. Platforms such as YouTube, TikTok and Instagram Reels are harmonizing trends in video marketing from Athens to Auckland — while still allowing for localization.
Online video consumption rates have exploded worldwide, according to a recent report by Wyzowl. The firm found that 91% of businesses now use video as a marketing tool. The popularity and affordability of smartphones has contributed to the growth of global platforms, which include YouTubers watching more than one billion hours of content each day.
The Rise of Short Lived Content
The rise of TikTok, Douyin (the Chinese version of the app) and Instagram Reels have also fed into the love for short-form videos. These apps have turned people into overnight stars with their catchy dances or hilarious sketches.
Indian conglomerate Tata Group has created local-language channels for video content in Assamese, Bangla, Malayalam and Marathi. Brands are embracing cultural moments and trends to make videos feel local and relevant.
Red Bull creates super-local video content aligned with festivals like Holi in India and music events like Boiler Room in Mexico. Even when using global languages like English, brands are careful to minimize jargon to make videos engaging across diverse contexts.
User generated content (UGC) is on the rise
An Ericsson study found that up to 60% of mobile video traffic will be UGC by 2027. User-generated content comes in multiple formats such as reviews, unboxings, reaction videos and tutorials. Shiseido invites TikTok users to post short tutorials showing makeup looks using its products. UK supermarket chain Asda recently spotlighted a video by an employee celebrating her Korean-British identity.
The rapid proliferation of digital technology means that video has become the ultimate social medium: it can travel seamlessly across platforms and languages to engage people from different backgrounds all over the world.
Both hashtags have millions of users sharing their own spins on viral challenges in their native environments day by day on TikTok. Carousels and Stories unite elements like music, visuals and text into snackable swipeable videos that resonate with people worldwide.
On other platforms outside social media, viral video phenomena show us just how powerful shared visual language can be.
Short-video app Chingari is finding adoption beyond India in markets such as the Middle East; Brazil; Vietnam — which should come as no surprise given how much people love this kind of content.
For marketers, social video represents a massive opportunity to drive engagement at scale globally.
Brands that associate themselves with viral challenges — or create their own — not only build off organic growth across borders but also inspire others through participation.
Basically: these bite-sized bits are very shareable — so don’t be shy, get creating.
As live commerce gains popularity, Chinese retailer Alibaba sold $7.5 billion worth of products via a single live shopping festival. The future of global marketing is set to be more engaging and visually appealing for consumers across different geographies and languages.
Video Marketing Innovation by Indian Brands
Indian brands too have embraced the video revolution with innovative campaigns. From localized video ads to trending dance challenges, Indian companies are leveraging the power of visual content to make an impact globally.
1. Short-Form Video Ads For The Indian Market
Brands are now optimizing their video ads for mobile phones, making them shorter and more impactful. Flipkart’s 15-second or less ads capture local festivals and events in quirky ways. Swiggy’s close-up visuals present food cravings in just 20 seconds. Amul and OLX have also joined hands with TikTok and Moj to drive reach through localized short videos.
Vertical ads built specifically for smartphones have been proven successful as well. Myntra uses vertical ads on Snapchat to encourage app installs and purchases with great results.
2. Local Language Video Content
With a multilingual market like India, it only makes sense that brands use local languages in their videos.
FMCG giant CavinKare’s short animated ads in Telugu, Tamil, and Kannada were curated based on insights into cultural nuances. On YouTube, beauty brand Lakmé curates video playlists customized for Hindi, Tamil, Telugu, and Bengali speaking consumers.
Vernacular short-form apps such as Moj, MX Takatak, and Josh have also facilitated targeted video campaigns. Makemytrip has even used guerrilla influencer marketing on Josh to inspire travel among tier 2 and 3 towns in regional languages.
3. Video Commerce For The Win
As live commerce becomes more popular in India too, brands are using video to close sales in real-time.
Lenskart broadcasts collections of eyewear through shows aired on its app, website, and YouTube channel, enabling zero-touch virtual try-ons. Fashion brand Manyavar also streams live video consultations for personalized shopping experiences at weddings.
Social commerce is undergoing a video makeover as well. Meesho has launched a feature where sellers can showcase products via short video clips. Over 50% of the platform’s gross merchandise value comes from video-enabled products.
4. Dance Challenges Drive Engagement
Instagram Reels and Moj have seen their fair share of viral dance challenges in India, and brands are now taking advantage.
Bhuvan Bam promoted his YouTube channel BB ki Vines through the Titu ki Sweety dance trend. Curefoods’ Masala Box got 500 influencers to dance to its “Masala Anthem” as part of a branded challenge.
Dabur made use of the #ImmunityDance challenge and aligned it with its Chyawanprash brand. The campaign reached 230 million viewers organically, highlighting how local trends can make video marketing take off.
Thought Leadership Through Creator Collaboration
Leading Indian brands are collaborating with digital creators and influencers to produce more authoritative yet engaging videos.
Aviation company IndiGo produced a YouTube series unveiling unfamiliar aspects of air travel in collaboration with pilot influencers. Edtech startup Unacademy runs weekly live video classes on current affairs in English, Hindi, and Kannada with educator creators.
Infosys, an IT major in India, has named its podcast and vlog series “Digital Thought Leadership”. These video creator collaborations will make their videos and podcasts appear more authentic. They also help these senior leaders at Infosys simplify complex topics.
Immersive marketing techniques
Indian brands have begun to create immersive video experiences to get their consumers more engaged with them. SUGAR Cosmetics used Instagram AR to allow users to try on makeup at home during the lockdown.
Swiggy used a gamified ad on Instagram that had users virtually running through obstacles in order to win rewards.
These interactive videos are what Indian brands need in order to gain more customers for regional use.
The Road Ahead
Indian consumers spend a lot of time watching online video content. This gives leading companies a chance to grab that attention. Even smaller Indian companies are now able to take part in this as production and advertising costs fall.
With the right story tailored for viewers, visuals and regionally relevant information, video marketing is predicted by experts to be what it takes for global business success.