In the fast-paced world of the internet, attention spans are dwindling. Get the most out of relevance short video in digital marketing platform. Brands are finding it increasingly difficult to grab the attention of their target audience, let alone hold it for more than a few seconds. Enter short-video apps, the newest marketing platform that has taken the world by storm.
Video is an essential part of digital marketing today. It is used to inform and engage customers, promote products and services, and increase conversions. Short videos are becoming increasingly popular as they can quickly capture attention and provide valuable information in a short amount of time. This makes them a great tool for digital marketers who need to get their message across quickly and effectively. With the right strategy, short videos can be an invaluable asset in any marketer’s arsenal.
In India alone, short-video apps have seen explosive growth in the past few years. Home-grown apps like Moj, Josh, and Takatak, as well as global ones like Instagram’s Reels and YouTube Shorts, have amassed over 275 million monthly active users, with each spending an average of 33 minutes per day on these platforms. The majority of these users come from Tier II+ cities, making India a unique market for brands.
But what makes these short-video apps so popular among users? The answer lies in the creator economy. Influencers, or internet celebrities who create content and earn from brand collaborations on social media, have become the driving force behind user engagement and revenues for brands on these platforms.
Brands have realized that influencer marketing on short-video apps yields a higher ROI than traditional channels. According to Mohit Rana, Partner at Redseer Strategy Consultants, the marketing spend on influencers is projected to be worth $2.8-3.5 billion in 2028, up from the current level of $0.35-0.4 billion.
With this in mind, brands have more than doubled their budgets for influencer marketing in recent years. Companies that traditionally created ads for television are now tailoring their ad spends and content towards short-video influencers, as these are more effective and less expensive than TV.
E-commerce giants like Flipkart and Amazon India have embraced this trend and are partnering with influencers to drive sales. Flipkart works with over 500 influencers and allocates around 25 percent of its ad budget towards them. In October 2021, it partnered with Moj to enable video commerce experiences. Amazon India, on the other hand, roped in over 150 influencers to introduce live commerce just ahead of the festive season in 2022.
Even D2C brands, particularly in the beauty and personal care space, are leveraging the power of influencer marketing on short-video apps to improve user engagement and drive sales. Brands like Plum have built “influencer-first” marketing strategies through active online communities. Cosmetics brands like Nykaa and SUGAR have used tutorials and makeup-related content on short-video apps to build a loyal user base.
According to Redseer, the top 5 product categories in which users purchase products after seeing influencer content are fashion, beauty and personal care, packaged food and beverages, electronics, and fitness. Short-video apps have managed to shorten the customer decision journey from brand awareness to purchase, making them a valuable marketing platform for brands.
Short-video apps have revolutionized the way brands communicate with their target audiences. Influencer marketing on these platforms has become a key driver of user engagement and revenue for brands. With the creator economy continuing to grow, the future of influencer marketing on short-video apps looks bright. To take maximum advantage of this changing trend, businesses need to adapt their marketing strategies and embrace short-video apps as a key platform to connect with their target audience. Voilawex, an expert in the field of digital marketing, can help you establish a strong social media presence. To know more, visit us at https://voilawex.com/.
