In the ever-evolving landscape of digital media consumption, short-form video (SFV) content has ascended to prominence. Our shorter attention spans and rising accessibility to affordable smartphones and mobile internet have skyrocketed the demand for these bite-sized videos.
By 2025, over 600 to 650 million Indians will watch SFV for 55-60 minutes daily, according to a Bain & Company report. The meteoric rise and vast potential make SFV a worthy addition to any digital marketing strategy.
The Emergence of Short-Form Video Content in India
Launched in 2016 in India, TikTok is abundantly responsible for making short-form content a part of our everyday lives. The SFV platform had over 200 million users in the country before the Indian government banned the app in June 2020. Many homegrown SFV platforms like MX TakaTak, Josh, and Moj were launched in the same year to fill the void.
Moreover, the vast popularity of TikTok not just in India but globally encouraged social media rivals like YouTube, Instagram, and Snapchat to launch similar SFV functionalities. This led to the creation of YouTube Shorts, Instagram Reels, and Snapchat Spotlight.
Why Short-Form Video Content?
- Shortening Attention Spans
Any marketer would agree that capturing and retaining attention has become increasingly challenging in this era of information overload. Even long-form video content struggles amid the never-ending barrage of content.
Ranging from 15 to 120 seconds, SFV effectively caters to the demands of a generation that prefers easily digestible, quick content.
- Empowers Creators and Fosters Creativity
The entire content creation process has been democratized by short-form videos, allowing any individual to become a creator and express their creativity.
With its low entry barrier, anyone with only a smartphone can share their knowledge, talents, ideas, and creativity with a global audience. This has led to the discovery of new talents and innovative content styles.
- Virality and Community Building
The shareability of SFV content is a key reason for its exponential growth. The chances of people sharing short videos that resonate with them are considerably higher, leading to videos going viral.
Moreover, the same Bain & Company report also suggests 70%-80% of the SFV user base in India is located in tier 2 and tier 3 cities – areas where most brands have struggled with their digital reach.
Top Short-Form Video Content Trends for 2023
Want to experiment with SFV in 2023? Here are some of the trends brands and marketers should watch out for-
1. User Generated Content (UGC)
UGC is content created by consumers and published on social channels. Brand-specific UGC is popular among the audience as they’re more engaging and authentic than traditional brand videos.
2. Influencer Collaborations
Brands can also partner with influencers in their niche or industry, leveraging their follower base to promote their products/services. The influencers can create brand-specific SFV content and upload them on social media.
3. Behind-the-Scene Videos
Behind-the-scene videos can help brands build stronger connections with the audience. They allow people to see individuals behind their favorite brands, creating a sense of authenticity.
4. Online Challenges
People love online challenges. Brands can create an easy challenge, shoot a short video explaining it, and share it online. A hashtag highlighting the brand’s key message can also be added to the mix for the best results.
Short and Sweet: Leveraging SFV for Your Brand
The rise of short-form video content shows no signs of slowing down. And with the smartphone and internet penetration steadily rising, the SFV trend is only expected to amplify further in the coming years.
Brands can consider partnering with a leading digital marketing agency to work on a custom marketing strategy that includes SFV and other popular content formats to expand their reach and achieve business objectives.