Poor attention spans have birthed short-form videos which have changed how viewers interact with content. In particular, platforms like TikTok, Instagram Reels, and Youtube Shorts have gained tremendous popularity among viewers and have become an effective tool for marketers in India.
As Tremor Video reports, 80% of respondents involved in the survey: would rather spend their time watching videos than reading lengthy product descriptions. The high penetration of smartphones and cheap data plans in India has forced brands to rethink their marketing strategy and use visually appealing content instead.
Short videos work because they have an easy to consume format, encourages out of the box thinking and also helps in brand differentiation in an oversaturated market. It instills a sense of belonging as it offers much more than just products – it offers relationships.
This shift sheds important light on marketers and business owners hoping to use short-form videos in order to communicate with their audience effectively.
The Transition of Video Content In India
The New Trend of Trust and Video
Video in India is considered old now, but the growth over the years has been exceptional. If you went to platforms like Youtube, long-form videos were the norm around a decade ago. However, with the Rise of apps like Tiktok from 2016, everything changed. The short video format grew in popularity which ushered a new wave of creativity among content and brand creators.
Impact of TikTok on Reels
TikTok’s rapid rise, and just as quick fall, helped pave the way for Instagram and other platforms to roll out Reels. It also hints at a more global shift where audiences do not want to dedicate their time to things for too long, rather they seek entertainment. In a country as culturally rich as India, this also calls for targeting a diverse set of traditions, languages, and preferences which only makes video content more important.
The Perfect Format for Today’s Digital Consumer
Short Videos Work
In the world we live in today, there is no time for delays. Refreshingly, short-form videos offer exactly that and take that burden off the viewer. This is especially so since they deliver small doses of enjoyment that do not require long attention spans. This is ideal for professionals, students, and practically anyone who has a packed schedule.
Emotional Connection
Brand videos have mostly been known to ‘sell’ an offering in a prolonged manner but now, T.V. advertisements have expedited the
task. Amul connects with its audience through wit employing relatable humor infused in their Reels. Their humor filled
views on recent affairs strengthens brand recall and also entertains the audience.
Shareability
The shareability of short-form videos is also one core aspect of its succeeding status. If the video is good, it has the possibilities of becoming viral and reach wider audiences which is more than the number of the initial followers. Companies such as Zomato have this down to an art as they have made it easy for people to share their content across platforms.
Examples in practice of Indian Brands embracing Short-form videos
1. Baba Ramdev’s Patanjali
Patanjali has successfully embraced short videos advertising its selling point – from yoga practices to encouraging people towards Ayurvedic medicine. Almost all of their Reels use basic visual gags in the form of parents’ grandchildren much the same way as their Reels – short and to the point – which is aimed at busy health prospects.
2. Tanishq
Tanishq, another novel jewelry brand, creates their Instagram Reels to share tales behind their collections with their audience. To that end, Tanishq guides viewers through the embedded lives of real customers who purchased the products, making storytell of the items so much more appealing.
3. Mamaearth
Mamaearth skincare products specialize in using nature-based ingredients. To demonstrate the effectiveness of their products, the brand, Mamaearth employs the use of short clips. Their brief tutorials, and reviews convince the potential customers and gain their confidence. This strategy has helped enhance their reach and customer interaction quite dramatically.
4. Swiggy
Swiggy reels are hilarious and witty and revolve around relatable concepts of food delivery events. Embedding their content into the lives of the people makes it entertaining enough to be likable and spreadable, while at the same time reinforcing the Swiggy brand.
Strategies for Compelling Short-Form Videos Creation
Have an Idea Who your Target Viewers Are
It is common knowledge that one should always start with the basics. Whom are you creating the video for? What are their needs? Customize your message to respond to these questions. For example, if most of the people watching your videos are young adults, you should consider the use of fads or humor that appeals to young adults.
Do Not Overcomplicate the Idea of the Video
When it comes to short form videos, they are brief, and so there are probably no complications. Aim to convey an idea clearly and not expect great sophistication. When explaining something, the simplest solution is usually the best one.
Use Current Events and Celebrities to Your Advantage
Current events and Fads cut across cultures and nationalities meaning they can be utilized to expand the reach of your videos. Use the power of viral sounds, popular challenges, and trending memes to hear the relevance of your message.
The Future of Indian Short Form Videos
Continued Growth
With the growing availability of the Internet in India, short form videos are set to become even more popular. Different brands will have to change their strategies as the market evolves. The future has a lot of scope in this area for creativity and innovation.
Integration with E-Commerce
E-commerce video marketing also considers short videos as its important instrument. This gives brands the ability to expose products in use, making it more likely consumers will purchase directly through the video. This tendency can be expected to change India’s shopping landscape in the future.
Conclusion
Short-form video clips are changing the way brands reach their targeted audience. Acceptance of this format helps Indian brands to build stronger marketing strategies and to create good relations with consumers. As we look into the future, the scope of creativity and engagement in this area seems to be endless.
Beyond simply learning the ropes, finding creative ways to promote your brand may be a game changer in the video marketing business. Seek experts who know the ins and outs of the ever evolving field. Reset Media is ready to assist you with this fascinating experience, helping you to produce appealing materials for your target group and improve your brand. What do you think, why not get the ball rolling today?