Video marketing is no longer a “nice-to-have” but rather an imperative in the digital-first economy. Yet here’s the kicker: everyone is doing it. Instagram stories, YouTube suggestions, WhatsApp messages: video. But, how do you – as a startup – get ahead of the game?
In this post, you will learn how to create a video marketing campaign that not only makes the right waves but also actually creates sales for your business. Let’s discuss the challenges and prospects for Indian Startups as well as some examples of local brands that have mastered video marketing. Whether you’re a small business wanting to scale or a start-up seeking exposure, this guide has something for you.
Video Marketing – Why Does it Matter for Startups?
Let’s start with some numbers. Video is expected to account for 82% of all internet traffic by 2025, a recent Cisco report suggests. Social media video usage in India continues to grow at a record pace, thanks to affordable data plans (thanks Jio!) and YouTube, Instagram Reels, and now X (aka Twitter).
For startups, that’s both a problem and an opportunity. The challenge? Making a splash in a sea of content. The opportunity? If done properly, video marketing is capable of connecting you with your audience in ways that text or photos cannot.
Real-World Example – CRED
Take CRED, for instance. By the time they launched, they were new. But their wacky, narrative-driven videos with celebs such as Rahul Dravid and Jackie Shroff went viral. Their “Indiranagar ka Gunda” campaign was, in particular, a cultural event. It connects them with their customers face-to-face and establishes brand loyalty. .
What Kinds of Videos Are Good For Startups?
Not all videos are created equally. Your videos might come in different shapes depending on what you are trying to accomplish. Below are some of the most effective startups video types:
1. Explainer Videos
These are short, informative videos that showcase your product or service. These are particularly useful for start-ups that are offering something new or complicated.
Example: At Razorpay’s launch they built simple explainer videos to explain online payments to small businesses. The videos were user-friendly and addressed everyday pain points, making them highly shareable.
2. Product Demos
Product demos are a great way to show what your product can do. They establish confidence and enable potential customers to know what to expect.
Example: Zomato is an expert at product demos and if you watch their Instagram stories, you’ll often see short, snappy videos about “Zomato Pro” or their contactless delivery.
3. Behind-the-Scenes Videos
Individuals love to see the human element of brands. Behind-the-scenes videos let your viewers learn about the process of producing your product, your team, or even your culture.
Example: Chumbak, a lifestyle brand, regularly posts behind-the-scenes footage of their designs on Instagram. It enables them to engage with their audience directly and fosters brand loyalty.
4. Customer Testimonials
There’s nothing more believable than your customers sharing their experience with your product. YouTube testimonial videos are especially helpful for startups attempting to acquire market trust.
Example: UrbanClap (now Urban Company) regularly posts customer testimonial videos on social media of satisfied users that have used their home services platform.
5. User-Generated Content (UGC)
UGC is an amazing tool for a small-budget startup. Ask your customers to produce and upload their own videos about your product.
For instance, Mamaearth capitalized on UGC by asking mothers to provide feedback about their baby care products. Such real-life, home-filmed videos appealed to the intended audience.
Creating a Strong Video Marketing Strategy
Now that you know the types of videos that work, how do you actually create a strategy? Here’s a step-by-step breakdown:
1. Define Your Goals
Before you press the record button, ask yourself: What do I want this video to accomplish? Do you want to increase brand awareness, generate leads, or sell something? Each goal will require a different video.
2. Know Your Audience
Understanding your audience is crucial. Are they professional students, stay-at-home parents, or college students? What platforms do they use? This will enable you to decide which sites to share your videos (YouTube, Instagram, LinkedIn, etc. ).
3. Craft a Compelling Story
We live in an ad-filled environment where you don’t want to be “sold” something — you want to be entertained and/or educated. Tell a story, don’t push the sale. If your video has a good narrative, then it will encourage engagement.
4. Keep It Short and Engaging
Internet users have a very short attention span, only 8 seconds, at most. Keep videos shorter than 2 minutes and make sure to catch your viewers’ attention in the first few seconds.
5. Optimize for Mobile
The majority of Indian video consumption happens on smartphones. Make sure your videos are mobile optimized and provide sharp visuals and subtitles for those watching on mute.
6. Distribute Wisely
Making a good video isn’t the only struggle. You have to distribute it to the right people. Try out different mediums and styles (Instagram Reels, YouTube Shorts, LinkedIn videos) to determine what works for your brand. And if you have the funds for paid advertising, you can even leverage that to help drive visibility.
7. Measure Performance
Lastly, analyze how well your videos are performing. Be mindful of views, likes, shares, comments and conversions. These will help you refine your approach over time.
Video Creation Tools & Resources
Creating great videos doesn’t require you to have a big budget and a full production team. Here are some cheap tools you can start with:
- Canva: For simple animated videos or overlays.
- InShot: The handy mobile video editor that you’ll love using for Instagram Reels or YouTube Shorts.
- Lumen5: An AI-based tool that converts blog articles into videos.
- Veed.io: An open-source video editor for captions, filters, etc.
Dunzo’s Success Through Video Marketing Case Study – Video Marketing Case Study
One of the best video marketing strategies executed by an Indian Startup is Dunzo. The hyperlocal delivery service employed humor and relatability in its video campaigns to appeal to millennials and Gen-Zers. Their advertisements, often riffing on mundane urban problems (such as forgetting to get groceries, or not buying an umbrella), appeal to the right demographic. In particular, their “Dunzo It” campaign established them as a household name in Bangalore and Pune.
Why You Should Use Video For Your Startup — More Than Ever!
The numbers don’t lie. Video is already sweeping the internet, and it won’t be slowing down anytime soon. For startups from India, this is a wonderful chance to interact with a vast and varied audience. Whether you’re in fintech, e-commerce, or health tech, video marketing will help you establish a stronger brand identity and increase your customer base.
Soft Pitch – Why Reset Media?
Now, you might be thinking, “Wow, this is all awesome, but where do I start? That’s what Reset Media does. We specialize in helping startups such as yours build compelling videos that resonate with your target market and generate tangible results. Whether it’s a simple explainer video or an entire ad campaign, we have the skills to ensure your brand can differentiate itself from this competitive landscape.
Conclusion
With our increasingly short attention spans and competitive landscape, video marketing presents startups with a chance to engage their audiences on a personal level. When you craft videos that are storytelling, targeted, and designed using the right tools, you can not only attract but also engage with them.
Are you ready to scale your startup’s video marketing further? Let Reset Media help you produce the content that sticks.