Are you tapping into India’s short-form obsession?
Short-form video isn’t just trending, it’s the default format. Reels, Shorts, and Moj dominate user attention across metros and India. Global brands repurpose long videos, but Indian content thrives on snappy, localised stories. You either entertain in seconds or lose the scroll.
In today’s digital landscape, short-form video has become the go-to format for capturing audience attention. With the rise of social media and video-sharing platforms, users are increasingly demanding bite-sized content that can be consumed on-the-go. India, in particular, has been at the forefront of this trend, with local creators and global brands alike embracing the power of short-form video.
So, what’s driving this obsession with short-form video in India? And how can you tap into this trend to reach your target audience? Let’s dive in and explore the world of short-form video in India.
The rise of short-form video in India
India has been a pioneer in the world of short-form video, with local creators and platforms leading the charge. The country’s massive youth population, with over 65% of the population under the age of 35, is driving the demand for short-form content. With limited attention spans and a preference for snackable content, Indian users are flocking to platforms like TikTok, Reels, and Moj to consume and create short-form videos.
The success of these platforms can be attributed to their user-friendly interfaces, algorithmic suggestions, and the ability to create and share content quickly. For instance, TikTok’s 15-second video format has been particularly popular, with users creating and sharing a wide range of content, from dance and lip-sync videos to educational and informative clips.
Global brands take note
Global brands have also taken notice of India’s short-form video obsession. Many are repurposing their long-form content to cater to the Indian audience’s preference for short-form videos. This includes creating bite-sized clips from their existing content, using platforms like Instagram Reels and YouTube Shorts to reach a wider audience.
For instance, a recent survey by GrowthJockey found that 75% of Indian brands are investing in short-form video content, with 60% of them using platforms like TikTok and Reels to reach their target audience. This shift towards short-form video is driven by the need to connect with younger audiences, increase brand awareness, and drive conversions.
The power of localised content
While global brands are adapting to the short-form video trend, Indian content creators are thriving on localised stories. The success of platforms like Moj and Reels can be attributed to their ability to cater to local tastes and preferences.
For instance, Moj, a popular short-form video app, has seen tremendous growth in India, with users creating and sharing content that is relevant to their local audience. From dance and music videos to comedy skits and educational clips, Moj has become a go-to platform for Indian creators to showcase their talents and connect with like-minded audiences.
How to tap into India’s short-form obsession
So, how can you tap into India’s short-form obsession to reach your target audience? Here are a few tips to get you started:
- Create bite-sized content: Break down your long-form content into bite-sized clips that can be easily consumed by your audience.
- Localise your content: Use localised language, culture, and references to create content that resonates with your target audience.
- Use relevant hashtags: Use relevant hashtags to increase the visibility of your content and reach a wider audience.
- Leverage user-generated content: Encourage your audience to create and share their own short-form videos using your brand hashtag.
- Utilise Instagram Reels and YouTube Shorts: Repurpose your long-form content to create short-form clips that can be shared on these platforms.
Conclusion
India’s short-form video obsession is no longer a trend, it’s a reality. With users demanding bite-sized content that can be consumed on-the-go, brands and creators alike must adapt to this new reality. By creating localised, bite-sized content that resonates with your target audience, you can tap into India’s short-form obsession and reach a wider audience.
Remember, you either entertain in seconds or lose the scroll. So, what are you waiting for? Start creating and sharing your short-form content today!
Source:
https://www.growthjockey.com/blogs/social-media-trends-india-global
