In the digital age, where everything is moving at a furious pace, videos have become an excellent way for brands to reach out to customers on different platforms. From YouTube to Instagram to WhatsApp, video content is ubiquitous, and it’s important for businesses to adopt a multichannel marketing approach centered on video. But how do you devise a sound video strategy that will perform flawlessly across multiple channels with an Indian consumer base that is diverse in its consumption patterns?
Let’s take a deeper dive into how to create a successful multichannel video plan and why it is so important for your brand success.
You’ve probably seen how videos swarmed your feeds. From Instagram Reels to a product showcase on YouTube, video can be found just about anywhere. But have you ever thought about why some brands get their videos right and others fail?
The truth is, making just one good video is no longer enough. In order to differentiate, companies require a holistic video approach that works across multiple platforms. When people consume YouTube video, they don’t watch it on Instagram, or even on WhatsApp Status. So multichannel is not only a fad but a must-have for today’s brands.
But imagine that you can reach out to your audience wherever they happen to be, whether they’re watching a web series on Hotstar or checking their daily Twitter feed. Imagine the brand recognition and loyalty you could create if your videos are optimized for all of these channels.
Here, in this article, I will show you how to implement a solid video strategy that works across multiple channels, with actual case studies of Indian brands doing it right. Let’s get started.
Why is Video Vital for Multichannel Marketing?
Before moving on, let’s understand the significance of video in multichannel marketing. That is because the video is very compelling. Studies indicate that visual information moves 60,000 times as fast as written text in the human brain. Additionally, with the reduction of our attention spans, video conveys information in much shorter and more impactful terms than either text or images.
Zomato, for instance, an Indian meal delivery service company, has perfected its social media marketing by creating short, entertaining videos. Their Instagram Reels and YouTube ads are designed to fit the consumerism of our fast-paced culture but communicate the brand message perfectly.
Key Statistics:
- Video streaming is projected to account for 82% of internet traffic by 2024 (Cisco).
- 48% of brands promote their products through video (Wyzowl).
- By 2025, Indians will consume more than 21.5 hours a week in online videos.
- Naturally, video content is not a “nice-to-have”, it’s a part of your multichannel marketing plan.
Step 1- Identify Your Audience and Platforms
The key to creating an effective video strategy is knowing your target audience and where they hang out online.
Understanding the Indian Audience
India is an uneven nation with varied internet usage. For example, young consumers (18-24) are most likely to be on Instagram and YouTube, while working adults (25-40) may prefer LinkedIn and Twitter. Additionally, the use of regional content is increasing with platforms such as Share Chat and Moj targeting vernacular languages.
For instance, Amazon India recognized that Tier-II and Tier-III urban audiences prefer Hindi and local language content and so they crafted native video ads during festivals such as Diwali. This made them appeal to non-metro markets more effectively.
Choose the Right Platforms
Let’s give you a brief overview of your audience and the kind of video you should use:
Platform Audience Type Video Format
YouTube Popular content, instructional, product reviews Tutorials, product reviews
Instagram Reels Younger viewers, shorter attention spans Short, short, fashionable videos.
LinkedIn Experts, B2B Ideas, Webinars
WhatsApp Status Friends, friends from your area Brief, intimate updates.
Facebook Senior, Parent Facebook Stories, Ads
Step 2 – Optimize Your Content for Every Platform.
Once you’ve discovered the platforms, you need to start preparing your content accordingly. Brands typically do this by reusing the same video across all channels without tailoring it to the demographic or format.
Platform-Specific Strategies:
- YouTube: Make informative or entertaining long-form videos. For instance, Tata Motors heavily relies on YouTube to launch new products and post comprehensive car reviews that are very user-friendly.
- Instagram Reels: Don’t over-commit. The hyperlocal delivery company Dunzo has grown in success by producing entertaining, real-life short videos that appeal to their millennial audience.
- LinkedIn: Use well-produced, informative videos. Infosys posts thought leadership, business updates, and in-house videos to connect with its network of professionals.
Don’t forget each platform has its own culture and user expectations. A hilarious, meme-like video might work great on Instagram but not on LinkedIn.
Step 3 – Keep It Stable, Just Don’t Go Too Far.
Keeping things the same is part of any marketing strategy but don’t go too crazy with your audience. Too much posting, especially on YouTube, burns you out. Conversely, intermittent posts lower your presence.
Create a Content Calendar
Schedule your cross-platform video releases in a content calendar. This ensures that you have a balanced spread of your content, and that it is in sync with any upcoming events, products, or promotions.
Nykaa, for instance, keeps a calendar full of video tutorials, makeup tips and product launches organized so that they don’t overwhelm their readers with content.
Step 4 – Analyze and Maximize Your Performance
Once you’ve created your multichannel video campaign, there’s nothing left to do. You need to evaluate your videos to figure out what works and what doesn’t. YouTube and Instagram provide comprehensive analytics, and Facebook and Instagram offer Insights to monitor engagement.
Metrics to Track
Views: How many people viewed your video?
Engagement: Likes, comments, and shares.
Watch Time: Do people consume your videos to the last second?
Rate of Conversion: Are visitors doing what you want them to do (for example, click a link, buy something)?
Learn from Byju’s lesson. The education tech giant constantly tweaks the video content based on the number of views to make sure their lessons never get boring.
Step 5 – Be Trendy But Be True To You
Social media changes on a regular basis, with a new trend coming up every day. As much as it’s vital to keep up with the times and use new formats such as challenges or viral hashtags, it’s also imperative to stay true to your brand identity.
Amul for instance is a company that has been able to follow the trends and remain true to themselves. They create hilarious, relevant and relatable video ads based on the current events, all while respecting brand values.
Bottom Line: The Impact of a Multichannel Video Approach.
Ultimately, the foundation of video for a multichannel strategy involves knowing your audience, creating content that fits each channel, and measuring it regularly. By doing this, you not only build brand awareness but also develop closer connections with your audience.
Indian businesses such as Zomato, Tata Motors, and Nykaa have taught us that the right multichannel video approach can do wonders for reaching audiences across multiple platforms. And with the way the online space keeps changing so should your video strategy.
Want to ramp up your multichannel video strategy? Here at Reset Media, we focus on producing engaging videos for Indian users across all channels. You can use our services for YouTube ads, Instagram Reels, or LinkedIn webinars. Contact us today and get started on creating a video strategy that suits your brand.
Conclusion – The Power of a Multichannel Video Strategy
In the end, building a video strategy for a multichannel marketing approach is all about understanding your audience, tailoring your content to suit each platform, and consistently measuring your performance. By doing so, you not only increase brand awareness but also foster deeper connections with your audience.
Indian brands like Zomato, Tata Motors, and Nykaa have shown us that an effective multichannel video strategy can work wonders in engaging audiences across different platforms. And as the digital landscape continues to evolve, so too should your video strategy.
Looking to take your multichannel video strategy to the next level? At Reset Media, we specialize in crafting compelling video content that’s tailored for Indian audiences across platforms. Whether it’s YouTube ads, Instagram Reels, or LinkedIn webinars, we’ve got you covered. Get in touch with us today to start building a video strategy that works for your brand.