Have you ever noticed how quickly a video grabs your attention when browsing on Instagram or Facebook? You’re not alone. Video is an emerging digital medium that has proven to be extremely useful for brands trying to reach, educate, and convert consumers. If you’re wondering why video is monopolizing social commerce, the answer is straightforward- people believe what they see.
Videos are no longer a fad; they are a major source of online purchase, especially in India. With nearly 700 million internet users and a robust e-commerce ecosystem, India is seeing an exponential growth in video-based commerce. But why is video so effective? What are the ways Indian brands are using it to increase conversions? And, above all, how can your business take advantage of it?
Hopefully by the end of this article, you’ll understand video content and its potential to revolutionize your social commerce approach, and get some examples from some of the biggest brands in India.
What Videos Do- Channeling Visual Narratives
In a nation as diverse as India, with its many languages, cultures and local tastes, video pierces walls. Here’s why
- Visual Storytelling- A good video has the ability to present an idea within seconds that helps individuals connect to a product or service.
- Feelings- Videos communicate feelings, and feelings influence choices. Emotionally engaging videos are much better than boring pictures or text, regardless of the content — whether that’s a poignant story or a silly commercial.
- Rapid Information- Video delivers information at a rapid pace in an age where attention spans are on the decline. Users can get information on a product’s pros and cons without going through too much detail.
The Secrets of Video Marketing- Why It Turns Users Into Customers.
Research indicates that people remember 95 percent of a message when watching it on a video, as opposed to 10 percent when reading it on a page. That’s why videos make the most impact on engagement, trust, and eventually, conversion. But let’s make it simple
- Better Engagement- Videos lengthen average time spent on a social post. The more time someone spends with your brand, the more likely they are to purchase.
- Increased Trust– Videos humanize brands. They trust a product more if they actually experience how it operates, such as through customer reviews or product demos.
- Better Recall- Even after scrolling through many posts, users recall a video they’ve watched more than an image or text post. This brand recall influences purchases very heavily.
Video Case Study- How Indian Brands Are Making Sense Of Video To Sell Products
Nykaa’s Beauty Products Video Tutorials
Nykaa, one of India’s leading beauty e-commerce websites, has figured out how to leverage videos for social commerce. They constantly post short, informative tutorials on Instagram and YouTube on how to apply certain beauty products. Such videos not only promote the products but also educate the audience; it is like a two in one solution.
Results? Their YouTube tutorials have also allowed them to cultivate a loyal following of skin care enthusiasts. People constantly say that these videos help them make purchase decisions, so they get converted.
Flipkart’s Product Videos
Flipkart is now placing video ads on product pages. They do not merely show photos or long product descriptions but short product demo videos. These videos, whether it’s a phone or a stovetop, demo the product and help users make the right decision.
Impact For instance, Flipkart claims that videos convert at a higher rate than those without videos. It’s a simple but powerful way to increase buyer confidence.
Zomato’s Strange Video Promotions on Social Media
The food delivery platform Zomato is famous for funny, relatable video advertisements on social media platforms such as Instagram and YouTube. Their funny videos go viral, which keeps Zomato in the forefront of consumers’ minds when they want to see something new.
Conversion Power- Zomato’s videos use humor and common sense as a way to not only entertain but remind the user to place an order for food, encouraging downloads and orders.
Video and Social Commerce- What’s the Value of Video?
Shoppable Videos
Shoppable videos are video-based purchases that the viewers can make within the video itself. Social Media sites such as Instagram and YouTube allow brands to tag items in videos for easy purchase. The customer does not have to leave the video to purchase the product, they simply click and pay.
The phenomenon has become popular in India, where companies such as Myntra and Ajio sell shoppable videos on social media to make the buying process more convenient for consumers. It’s a frictionless experience that boosts conversions dramatically.
Live Video Shopping
Another trend in India that is gaining ground is Live video shopping. Live sessions are held by Influencers and brand representatives where they show and review products in real-time and consumers can purchase it directly. Example- Nykaa’s Live Shopping Events
Recently, Nykaa began conducting live shopping events where beauty influencers feature products, answer questions and provide discounts. We’ve seen more engagement than normal posts from these events, and more importantly, more sales directly following the live events.
User-Generated Content (UGC)
Lastly, we cannot overlook the power of viral videos. Consumers in India are increasingly sharing their product experiences through video reviews, unboxing and guides. Companies such as Mamaearth and WOW Skin Science compel consumers to upload their videos and share these videos via their social media accounts.
This kind of content is useful in two ways- you get real-world, tangible product demos, and you’re also forming a community around the brand.
How To Use Video In Social Commerce Tips & Tricks
Now that you’ve learned how useful video is, here are some easy ways to incorporate video into your social commerce efforts
Create Engaging Content- Keep your videos below 60 seconds for Instagram or Facebook. The less, the better — as long as you convey your message.
CTA Buttons- Ensure that all videos contain a clear CTA, for example, “Buy Now” or “Learn More,” so users are brought to the next stage of their purchase.
Make Use Of Influencer Relationships- Work with regional influencers that have a lot of followers. They provide genuine testimonials and recommendations, and they can boost the brand’s visibility.
Repurpose Content – If you’ve got a high-performing video on one platform, make it work for other platforms. You can cut a YouTube product demo down to Instagram Reels or Facebook shorteners.
Prove and Adjust- Track how well your videos are doing and make changes according to viewer reactions. Try experimenting with different formats—product demos, tutorials, testimonials, or behind-the-scenes videos—to see what works best for your target audience.
Conclusion- Video Is Not Just Content It’s a Strategy
In the digital era, video is no longer a “nice-to-have”, it’s a “need-to-have” for brands seeking to be successful in social commerce. Whether short videos on Instagram, shoppable videos on YouTube or shoppable posts on Facebook, the numbers speak for themselves- video converts. It is already starting to benefit Indian brands such as Nykaa, Flipkart, and Zomato, so why not every brand big or small?
If you’re trying to get more out of your social commerce strategy, contact Reset Media. Our videos, content marketing and video production expertise will enable you to make engaging, high-quality videos that tell your story and convert.
Are you ready to implement video in your social commerce strategy? Let’s start a conversation.