Mumbai: Short-form video content on social media is Google and Metas' answer to TikTok, which disrupted the video-sharing industry during the pandemic. Though TikTok became big and was used hugely by brands in the USA, India got YouTube Shorts & Instagram Reels to do the same. Before launching globally in mid-2020, Instagram reels attracted billions of daily views. One year later, in 2021, these short video-sharing platforms surpassed 5 trillion views globally. Thus, what was originally only watched for leisure has become integral to every business's marketing strategy.
Brands understood that video creation enables organizations & startups to:-
1. To increase brand awareness
2. To promote sales
3. To grow the social media community
4. To educate customers
5. To enhance brand strength
According to a 2022 report by Wyzowl, 86% of businesses now use video as a marketing tool, and 93% say it's an effective tool for reaching their target audience. Short-form videos (under 10 minutes) are having a major moment on social media, with platforms like TikTok and Instagram Reels seeing explosive growth in recent years. A 2023 report by Cisco found that short-form videos will account for 82% of all internet traffic by 2022. A 2023 report by HubSpot found that 63% of viewers say they are more likely to watch a short-form video than a long-form video.
With all this happening globally and in India, brands must use video content & ensure it becomes as viral as possible through social media. Let's ponder deeper into how some well-known Indian brands have benefited from short-form videos on social media.
Top Indian brands leveraging from short-form videos and how
Netflix
Being the most watched OTT platform in the world, short videos have predominately been the best way to promote this brand on social -media. The best part for Netflix is that they already have the commercial rights to pick short snippets from their ongoing movies & TV shows to promote their page. The number of engagements, impressions, and discussions started with the utilization of short-form videos alone are only one of the many elements that make Netflix supreme at online entertainment.
Sabyasachi
Sabyasachi has been acing in the social media space for a long time now. They have been following the idea of using the video content of their happy customers and garnering a steady follower base through organic methods. Sabyasachi knows this very well because they regularly introduce their customers on their Instagram profiles. This was a pleasant surprise for customers to be featured on the official Sabyasachi page. They are also well-placed among celebrities and thus recruit influencers for raw original content. Engaging influencers helps attract more followers because these influencers have a loyal following. It works wonders for a fashion brand when you see the designs live in action through short-form videos.
Zomato
If you're looking for quirky content and the encouragement to try out tasty food, Zomato helps you binge on some mouthwatering short-form video content. Not only have they become the lead in the food delivery sector, but they have also become one of the country's best brands on social media. Food discovery brand Zomato knows its audience well and how to retain them. Be it contests, trending topics, or innovative video content, Zomato is attracting attention across all social media platforms.
Bombay Shaving Company
This brand wholly & almost has been relying on short-form video content for brand building & upscaling. Since their business proposition is unique, they are here to break through many stereotypes. They are going all out in exploiting the trend of video content to showcase their range of products & effectiveness on Indian Men skin types. Both men & women have been applauding their efforts, and it has become a popular gifting option for Men.
Pizza Hut
Pizza Hut is the leader in the pizza market on social networks compared to other pizza chains. The brand regularly launches UGC campaigns for its viewers to participate and increase its follower base. The brand uses social media influencers to discuss its products through challenges, which has worked for them so far. The short videos are raw and real since they reach out to celebrities, food bloggers, and other popular influencers, maximizing their follower base.
Audi India
On International Women's Day, Audi India launched a catchy short video campaign called #drivethechange. The campaign was a big hit as it resonated very well with the changing trends in societal reforms towards women. Also, it tried to break stereotypes about women driving cars in general and all comic remarks around women drivers. It encouraged modern-day women to step out and chase their dreams since they are the true force that drives our lives. Hundreds of women participated and appreciated the initiative.
Short-form videos are here to stay.
The rise of social media has changed the concept of online communication and the division between personal and public space online. According to HubSpot's 2022 Marketing Industry Survey, short-form video has the highest ROI among all social media content. That's why 30% of marketers prioritized short-form videos in their marketing budget this year.
These are lessons for all new startups and upcoming brands to use short format messages to tell their story and build a narrative around their brands. Integrating Internet features, such as digital music and video, user-generated content, and digital media sales, improves content consumption. Hence, short-form videos, the brand-owned tool, must be maximized to gain credibility and brand recognition in the long run and sustainable marketing strategies.
The author of this article is C Com Digital founder/director Chandan Bagwe
