Video content has worked in many parts of the world, and in India it’s no different. With smartphones and internet access practically everywhere, Indian customers are consuming more video than ever before. Brands can use that to reach out to their target audience with interactive and effective videos.
Before anything else, brands have to learn about the psychological factors that influence viewers’ behaviour. By applying this knowledge to their strategy, they can create videos that resonate with their audience on an emotional level.
The Power of Storytelling
Why Do We Love Stories?
Humans just love a good story, we are drawn to them naturally. Telling stories helps us make sense of the world around us and build connections with it. If brands want people to pay attention to their message, they need to incorporate a narrative element into their video campaign.
Stories have always been able to get our attention and leave lasting impressions on us. And when a brand tells one through its campaign, it is giving itself an opportunity for customers to relate to it in a personal way.
Indian Brands Embracing Storytelling
There are many examples of India companies using storytelling successfully in their campaigns. A great one is “Share the Load” by Ariel which is one of the leading laundry detergent brands in the country. The story revolves around gender inequality when it comes down to chores at home — the video encourages men all over India to share more responsibilities at home so women don’t keep bearing all of them alone.
Another example is Dove’s “Real Beauty” whose campaign challenges traditional beauty standards and celebrates diversity through a series of inspiring videos that feature real women. Through these emotional pieces, Dove was able shift consumers’ focus from what beauty should be like back onto themselves.
Emotional Engagement
Getting Emotional Through Video
Emotions play an important role when making decisions or remembering things, there’s plenty of evidence behind this statement too. For instance, you would recall something better if you were emotionally engaged with it. By creating emotional connections through video, brands can build trust and loyalty with their customers.
Research has shown that people are more likely to share a piece of content if they were struck emotionally by it. And when they do, the chances of them taking further action are also higher (like visiting the brand’s website or making a purchase).
Indian Brands Tapping into Emotions
Cadbury Dairy Milk’s “Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye” campaign is one of the many cases in which Indian companies have used emotional storytelling effectively in their videos. It spreads joy and happiness, reminding people to celebrate the little moments in life with a sweet gesture.
Asian Paints’ “Har Ghar Kuch Kehta Hai” (Every Home Says Something) campaign features a series of heartwarming videos that showcase how important our homes are for us. The fact is emphasized by showing people’s reactions to changes in their living spaces, as well as the products Asian Paints offers for those who want to bring positive energy into them.
Attention Span and Video Length
The Importance of Concise Content
Thanks to the digital world we live in, people are becoming less and less patient. With all this content flying around left and right, it’s important for brands to create videos that are concise. They should be able to effectively engage an audience from the very first second.
Research has shown that the average attention span a viewer has is about 8 seconds. Brands must structure their video content in a way that delivers key messages and hooks the viewer within those few moments.
Indian Brands Adapting to Shorter Attention Spans
Indian brands have seen this change in behavior as well. Realizing there’s a need for concise videos they can use to cater to shorter attention spans, many have made changes. One example is with Swiggy Instamart. They’ve created a series of short, humorous videos that show viewers how efficient their food delivery service is.
Zomato is another brand that quickly adapted. They created snapworthy, visually appealing videos demonstrating how many different cuisines were available on their platform. By using eye-catching visuals and concise messaging, Zomato was able to engage viewers and drive app downloads.
Social Proof and Influencer Marketing
The Psychology of Social Influence
If you see someone doing something, you’re more likely to do it as well. This power of seeing others do things or make decisions carries over into social proof as well. In terms of video marketing, influencer collaborations and user-generated content can really make an impact here.
When viewers watch influential figures or people similar to them endorsing a brand or product they’re more likely to believe the message and actually buy whatever it is being pushed towards them. Influencer marketing has gotten very popular amongst brands who want consumers believing in what they sell so much so that it makes them want it more!
Indian Brands Leveraging Influencer Marketing
Many Indian brands have found success when incorporating influencer marketing into their video content strategies. To name one, Myntra, an online fashion retailer, realized that when they bring in popular fashion influencers to create videos showcasing personalized style recommendations based on individual preferences, sales skyrocketed.
Another brand that can say the same is Mamaearth. A natural skincare and baby care brand in India who has partnered with several mom influencers. They created videos that showcase the benefits of their products and have gained a massive amount of credibility and awareness.
Visual and Auditory Elements
The Impact of Visuals and Sound
Visuals and sound are what make up everything you see but it’s more important than you think. Our brains process visual information 60,000 times faster than text making visuals a powerful tool used to capture attention and get messages across quickly.
The use of captivating visuals such as stunning cinematography, eye-catching graphics, or engaging animations can seriously improve your video’s delivery. The right music, sound effects or voiceover can also evoke emotion or set any tone for a viewer too!
Indian brands have realized the significance of visual and auditory components in their video content. Take the “Incredible India” campaign by the Ministry of Tourism as an example. It features splendid landscapes, cultural heritage, and tourist attractions accompanied by a captivating soundtrack creating a strong emotional connection with its viewers.
Another brand that has successfully utilized visuals and sound is Tanishq, a famous jewelry brand. The “Wedding Film” campaign showcases their exquisite jewelry collections through beautifully shot videos that take place during Indian weddings. The heartwarming music and storytelling truly creates a rich sensory experience for viewers.
Personalization and Relevance
The Importance of Unique Content
With all the information available to us nowadays, people are more likely to engage in content that suits their interests or needs. By personalizing video content towards specific audience segments, brands can increase engagement, build stronger connections, and drive desired actions.
There’s plenty of ways to personalize content such as using user data to create unique pieces or addressing certain stages within a buyer’s journey to solve different challenges or aspirations.
Personalized Video Content from Indian Brands
Many Indian brands personalized their video content to resonate better with their target audience. For instance there’s the “Durex Connect” campaign by Durex, a leading sexual wellness brand that addresses common sexual health concerns with educational videos tailored specifically for different age groups and relationship stages. This makes Durex seem like a reliable resource for sexual wellness information.
Many Indian brands have found success when incorporating influencer marketing into their video content strategies. Amazon India’s “Apni Dukaan” campaign showcases how Amazon India supports small businesses and local shops, helping them reach customers across the country and grow their business. The ad features local shop owners sharing their success stories, adding credibility to the message.
Call-to-Action and User Engagement
What Makes Users Act?
Effective video content should not only be informative or entertaining but also encourage users to take action themselves after watching it. By including clear calls-to-action (CTAs) brands can guide their viewers to desired outcomes like visiting a website, making purchases or even sharing the content with others.
These CTAs can be done in various ways. Such as verbal instructions, on-screen text or interactive elements. The important part is to make it prominent and easy to follow so that there’s no hassle for them.
User Engagement from Indian Brands
There are countless examples of good CTA usage in Indian videos. One example is the “Pepsi Thi, Pi Gaya” campaign by Pepsi which encouraged viewers to share their own “Pepsi moments” on social media using one specific hashtag. This not only boosted user engagement but also created a sense of community around the brand.
Another brand that has taken user engagement and made it their own is Flipkart, an e-commerce platform. Their “Big Billion Days” campaign includes a series of videos that showcase the excitement and anticipation surrounding the shopping festival. They’ve also included CTAs to direct viewers to their website or app so they can access exclusive deals and discounts. By combining urgency with clear paths of action, Flipkart has successfully encouraged users to engage with their content which leads them to make purchases.
Measuring Success and Analytics
Measuring Video Performance
To make sure your video content continues to work for you, it’s important for brands to measure and analyze key performance indicators (KPIs). Metrics like views, engagement rates, watch time, and conversion rates can provide valuable insights into viewer behavior and preferences.
Video platforms such as YouTube along with social media networks offer detailed analytics tools on video performance. This allows brands to make data-driven decisions and update their strategies accordingly over time.
Indian Brands Utilizing Analytics for Optimization
Myntra, a leading e-commerce platform for fashion and lifestyle products, launched their “Myntra Fashion Superstar” campaign in 2019. The reality show-style campaign featured a series of videos showcasing aspiring fashion influencers competing for the title. Myntra utilized analytics tools to track the performance of each video, analyzing metrics such as views, engagement rates, and watch time. Based on these insights, they optimized their content strategy, focusing on the most popular contestants and themes, which resulted in higher engagement rates and increased brand awareness.
Tata Tea’s “Jaago Re” campaign, which aims to raise awareness about social issues and encourage positive change, has been running since 2007. In recent years, the brand has leveraged analytics to optimize their video content for maximum impact. By analyzing data on viewer demographics, engagement rates, and social media shares, Tata Tea has been able to identify the most resonant themes and formats for their target audience. This has led to the creation of more targeted and effective video content, such as the “Alarm Bajne Se Pehle Jaago Re” series, which addresses issues like voter awareness and women’s safety.
Zomato, a popular food delivery app, has also been using analytics to optimize their video content. In 2018, they launched the “Zomato Originals” campaign, featuring a series of short videos showcasing unique and inspiring stories about food and the people behind it. By analyzing data on viewer engagement, Zomato was able to identify the most popular themes and formats, such as emotional storytelling and behind-the-scenes content. They used these insights to create more targeted and engaging videos, like the “Story of a Delivery Partner” series, which highlights the experiences and challenges of their delivery workforce.
Conclusion
In today’s digital age, video content has become a powerful tool for brands to connect with their audience and achieve their marketing goals. By understanding the psychological principles behind effective video content, Indian brands can create campaigns that resonate with viewers, evoke emotions, and drive desired actions.
From leveraging the power of storytelling and emotional engagement to adapting to shorter attention spans and personalizing content, Indian brands are successfully navigating the landscape of video marketing. By incorporating social proof, optimizing visual and auditory elements, and utilizing analytics for continuous improvement, brands can create impactful video content that stands out in a crowded digital space.
As video consumption continues to rise in India, it’s crucial for brands to stay ahead of the curve and embrace the potential of this dynamic medium. By keeping the psychology of their audience at the forefront and continually refining their strategies, Indian brands can create video content that not only informs and entertains but also drives meaningful business results.