Think back to the last time you picked up your phone. How far did you get before you saw a video? Not very far, I’m guessing. If you’re anything like me, videos seem to be taking over your feed. It doesn’t matter if it’s Instagram, YouTube or even LinkedIn- video is now the content of kings.

The shift towards video is an acknowledgement of evolving audience behavior, making video an increasingly necessary route to market for businesses – especially in India. From product demos to behind-the-scenes glimpses to influencer-led campaigns, video continues to provide the best return on investment for brands.

And here’s the thing- video works. And not just that. Video works. Percy Sledge aside, it just does. Proof? 1200 per cent more shares. Video. Versus text and image content. Combined. Globally. And locally as well. Brands in India have already jumped on the video bandwagon. Zomato is doing it. Flipkart. Tanishq. They’re using video marketing to connect more emotionally with their audiences.

Then, how does video play a role in the marketing landscape, and what can Indian brands learn from this change? Let’s find out. 

Why Video Content? Understanding the Shift in Consumer Behavior

The way brands are consumed is so vastly different than it was even 10 years ago. People want content that is instant, engaging and delivers value – video really does all of this best.

1. The Rise of the Mobile-First Audience

India is second only to China in the number of internet users in the world, and more than half a billion of them use the internet on mobile phones. That has made bite-sized content – such as Instagram Reels and short videos on YouTube – astonishingly popular.

For example, Zomato – the online restaurant review and food delivery service – publishes quirky short videos with a relatable comedy hook. Made for Instagram, these interstitial videos are punchy, relatable, and often very funny. Like the audience it targets – young and urban Indians who spend hours daily on mobile apps – Zomato’s videos play off common frustrations such as wishing you could order food in bed, or trying to decide between 15 different restaurant options.

2. Short Attention Spans and the Need for Instant Gratification

Face it. Our attention spans are dwindling. Between content overload and scarcity of time, video offers the quickest way for brands to get their story across.

For instance, Myntra’s influencer-led video campaigns for their annual End of Reason Sale (EORS) are quite short, usually 30-45 seconds long. Myntra manages to pack an incredible amount of product info into these bitesize videos, with influencers taking front and center in fun, fast-paced videos modeling the season’s best pieces.

3. YouTube- India’s Go-To Platform for Video Content

The biggest of them all is YouTube, which is still the biggest video platform out there, and remains huge in India. It’s not just watching music videos, dancing, or learning how to bake – it’s also branded content, educational sessions, and even live shopping.

For instance, Flipkart’s YouTube channel showcases the huge range of content that has built a fervent community of customers, from unboxing videos of its products to tech reviews, interviews with celebrities and TV chat shows, and live-streaming of events. This type of engagement positively impacts purchases and sales.

Video Formats That Are Shaping Digital Marketing

Not all moving-image sharing is the same, of course- different formats are more appropriate to different objectives. Knowing which ones strike the right chord with your target audience makes a difference.

1. Explainer Videos

For instance- An explainer video demystifies complex concepts or products, presenting them in an easy-to-digest format. They are especially helpful for tech companies or brands with complicated products.

For example, Paytm, the digital payment app which is India’s highest-valued private fintech company, has created explainer videos that teach the users how to use their app features like UPI-based money transfers, pay restaurant bills, shop online and book movie tickets. The videos are very short, they’re visually appealing and well-paced, and they’re packed with information that’s useful for the user. In short, they make excellent viral videos.

2. Live Streaming

Live video also enables brands to interact with their audience in real time by hosting QAs, launching products in real time or even offering live shopping experiences. 

For instance, Nykaa, an Indian beauty and wellness conglomerate, uses Instagram Live to conduct a tour of its own warehouses, give makeup tutorials, offer skincare advice and even launch new products. The immediacy helps build a community of trust and relationships that translates into more sales and brand loyalty.

3. User-Generated Content (UGC)

UGC leverages the fact that ‘people like us’ talking about your brand is still considered more authentic than branded content. Getting customers to produce videos about how they use your product is a great way to get this kind of authentic and free promotion.

 For example, the Indian e-commerce start-up Meesho has reaped benefits from influencer-driven UGC. Adopters and regular users alike make and upload short product videos that show how they use the platform. These demonstrate that Meesho is legitimate and can be trusted – an asset in building credibility for an emerging platform that has a large, price-conscious audience. 

4. Interactive Videos

Viewers of interactive videos get to click, choose, or otherwise interact with the video directly. The format is still young but appears to be a powerful way to engage and hold people’s attention.

Example- Last spring, Tata Cliq, a major Indian online seller of apparel and consumer electronics, devised a series of Instagram stories that allowed users to ‘choose their route’ through various product lines, from jewelry to sports items. This increased engagement and, since shoppers could see the things they like, it helped drive sales. 

The Impact of Video on Indian Brands- Success Stories

1. Zomato – Humor Meets Relatability

Inevitably, Zomato’s video strategy is a masterclass in how to use humor and pop-culture references to earn your audience’s trust. Some of their throwaway food videos have racked up insane numbers of views because they’ve hit the sweet spot between familiarity and mirth (think- food videos as memes). Zomato’s internet-savvy millennial target segment has stayed tongue-in-cheek top-of-mind as users open the app to search for something to eat.

2. Tanishq – Storytelling Through Video

It brings their Diwali campaign, for example, to life as a narrative such as this- ‘For generations, Tanishq jewelry has celebrated every woman’s journey, every beat of her heart. This Diwali, the Katha of every woman’s relationship with Tanishq jewelry is unique and profoundly moving.’ Tanishq is one of India’s leading jewelry brands. One of its recent campaigns was centered around the occasion of Diwali. 

Video was used to tell stories that were emotional and relatable, all the way down to the family. While some of these videos were more overtly sales-oriented, Tanishq uses emotional advertising to resonate with their audience. Take this one, for example, in which we see how their Diwali jewelry celebrates all women and their journey.

3. Swiggy – Bite-Sized Fun

All of Swiggy’s videos are short and punchy, easy to watch on mobile as you scroll through your feed. The company produces quirky recipe videos and skits that poke fun at every aspect of ordering food to be delivered. Its humorous treatment of a familiar scenario has helped Swiggy win a large following on social media.

How Indian Businesses Can Leverage Video Marketing

So, here are a few actionable steps for Indian brands – big or small – looking to harness the power of video marketing-

• Think Small- Big budgets are great, but they aren’t always needed. Great video can be made from accessible resources such as well-edited cellphone videos that have a strong sense of authenticity.
• Share videos via social media– Distribute your videos through Instagram, YouTube and Facebook. Each has a distinctive advantage — Instagram for short, snappy bite-sized video; YouTube in-depth video. 
• Play with Formats- One size doesn’t fit all when it comes to video. Experiment with explainer videos, live streams, and UGC to see which ones are most successful among your viewers.
• Measure and Optimize- Track things like engagement, watch time and conversion rates with analytics tools so that you can improve your video strategy over time.

The Future of Video Marketing in India

The future is very video centric in India and the rollout of 5G will allow video consumption to accelerate with longer viewing durations and lower latency. Brands will have to compete by creating great video experiences, resonating with consumers, addressing their needs and wants. 

The Role of Reset Media in Your Video Strategy Reset Media is a digital video production agency. From ideation to production, we help your business to create impactful videos for your audience. If you are a startup, established brand or organization, our team will work with you to create a video strategy that will help your brand or company grow.