The future of digital is video content. If you haven’t heard already, by 2020, there will be 500 million video-viewing consumers in India itself. It’s unlikely you’ve not experienced a change in your video consuming habits from cineplexes and TV screens to to more OTT and homegrown platforms such as Netflix, Hotstar, Amazon Prime, AltBalaji, YouTube, and many more. With numbers and responses like these, people have started to wonder how long and short video content has managed to garner whacking great responses from all over the world.  

People are more responsive to video content because of one sole reason – It catches the eye, visually. Visual content is being used as a powerful tool to deliver captivating, streamlined messaging across consumers. Every video content platform to date has addressed larger audiences across different languages and genres. The influx of new information and cultural exposure has only brought people in close proximity to each other. Done right, video content can even influence people to be more open to brand messaging . People are constantly on the lookout for engaging, visual content that can be consumed in a matter of minutes. 

Building for an engaged audience

In order to ace the business of building influence, marketers and influencers need to think about what their audience truly want from them. It’s more of a ‘giving’ kind of game that needs to be played carefully. Integrating video content into their content marketing strategies would be the way to go if a creator’s audience is increasingly becoming younger and therefore on the lookout to consume snackable valuable content. In fact, influencers should recognise the value of IGTV videos and YouTube videos to build their brand value.

 In 2018, a study conducted by Demand Metric revealed that 83% of marketers believe that video content growing and is becoming important in the digital market. Click-through rates and retention rates grow exponentially if there’s video content involved. Consumers engage better with brands once they come across brand videos on social media platforms. Video content is definitely an effective form of marketing compared to other types of content. 

Type of content in videos

When it comes to consumers, engaging with brands also depends on the type of content. The key is to synergise resources to make video content that is authentically personalised so that digital audiences believe that they’re consuming something of value . Real-time engagement and watch time then becomes the determining factor of virality. The digital video market is now highly focussed on content-rich storytelling and quality content because that sells. Which only goes to show that consumer behaviour is leaning towards a more, visually and aesthetically appealing content that connects with their values and thinking. 

Long form and short form video formats work differently, depending on the platform it is on. Strategising content based on the general consumption pattern can help brands get on their customers’ radar. There are many facets contributing to the growing need of snackable video content, but the one that sticks out in particular is personalised content that makes sense to the audience. Experimenting with different formats of content allows marketers to reinvent their digital strategy. Let’s take the case of Being Indian, The Viral Fever and ScoopWhoop. All the platforms have remained on-demand ready with trending content that appeases audiences. The adoption of content in response to customer behaviour is a commitment towards being digital first. All these platforms have monetised social media platforms to grow bigger.

The advantage of long and short form content is that it isn’t regulated by any governing body, leaving space for experimentation and breaking barriers. Video content has provided a space for platforms to go above and beyond in terms of content. 

Types of videos

Live streaming, interactive videos, videos created on smartphones alongside easy-to-use technology, all have contributed to making video content more search-friendly and customer-oriented. It has paved way for better organic reach on all social media platforms. 

There are plenty of video formats that can grab the attention of viewers. Vlogs, webinars, IGTV and Facebook live, gaming, interactive films are all new-age video offerings in the market right now. Great pieces of content lies in being creative with these formats. For instance, Netflix’s Black Mirror: Bandersnatch was a huge success among the Millennial because they were actively making choices while enjoying the various trajectories of the movie. Viewers were being drawn into the idea of being the decision-maker of the movie by making the choices they wanted. Game designers, on the other hand, have taken gaming to a whole different level by introducing AR. As such, each user has a unique experience. The way immersive gaming is accessed and consumed has driven the growth of gaming all over the world. 

Taking advantage of the various types of video content is a great way to approach content marketing in the digital sphere. It’s entertaining, easily accessible and easy-to-digest, which is why many consumers prefer video content over verbose ones.

Conclusion

The digital landscape has witnessed a rise in user-generated visual content that has improved interaction and has had great implications on various digital businesses. New-age media is striving to be relevant in the market by pushing out visual content that is educational and worthwhile. No doubt, marketers and influencers will have to stay ahead of the growing changes, but it will make them better content creators and enjoy the status of being part of an ever-changing digital ecosystem.