It’s 2020, R.I.S.E. With Video Marketing


Are you using video marketing the right way in your business? Video has emerged as a favoured tool for business communication. India is the sixth-largest market in the world, consuming video ads. When it comes to ad formats, video is the most popular format in India. This is the finding of a survey conducted by the Mobile Marketing Association and GroupM. This begs two questions – Are you using enough of video in your business? If yes, how are you using it? Let us look at the trend of R.I.S.E in video marketing and see how you can use them in your marketing efforts.

None other than Google says that video is the medium of choice for Indians. In its ‘Annual Year in Search Report’, Google points out that video has become a tool of research for consumers. Consumers use video to research before making any purchase. More than 55 % of shoppers said that they used online video while shopping in a store. And, the use of video is sector agnostic.

This hunger for consumption means that 2020 should be the year when you make video part of your marketing strategy naturally and seamlessly. It is no longer a question of IF but rather a matter of HOW to integrate video into your marketing.

Video Marketing Is Not for the Big Guns Only

Meme which explains that video marketing is for everyone

Video is no longer an expensive proposition today. Thanks to advances and democratisation of technology, even high-definition videos are available in the pocket of an average smartphone user.

The average Indian consumer has changed. Most of these users are millennials who are young, aspirational and mobile netizens.

Due to shrinking attention spans in this generation of consumers sectors such as BFSI, FMCG, fashion, cosmetics and entertainment have all been forced to move away from their one size fits all model of marketing and think differently. Video too is no longer a premium service reserved for big brands with deep pockets.

All the above translates to a massive opportunity for marketing.

Focus on your R.I.S.E

Here are some ways in which you can accelerate your journey on the path of video marketing by focusing on your R.I.S.E where R stands for Regional languages and non-metros, I stands for Influencer Marketing, S stands for short videos and E stands for Empathy. Rise above the noise with video marketing in 2020.

Regional languages and non-metros

Graphic from Google depicting 09 out of 10 Internet users in India will be vernacular language speakers in 2021

Video is one of the top queries of regional language search in India. According to Google’s ‘Year in Search Report 2019’, search queries from India’s non-metros in almost every category are far higher than metros. Local language queries are on the rise and there has been a 10x growth in local language searches. By 2020, more than 50 % per cent of the total online shopper base will come from non-metros according to the report. This number was 36 % in 2016. The fastest-growing non-metro cities are Guwahati, Patna, Chandigarh and Indore.

Indians who use the internet in their local language are going to swamp English users by 2021. This is according to a Google KPMG report which predicts that local language users will reach 536 million in 2021 while English users will reach the mark of 199 million in the same period.

70% of Indians find local language digital content more reliable. The writing is on the wall. Regional markets and regional language advertising are the way forward.

Further, according to a study by INMOBI on mobile marketing, local languages will be the preferred medium of internet access for 90% of new internet users in the next five years. This provides a challenge to create custom content that will be easily accessible. Creating mobile optimised video content to address the needs of this section of consumers is something brands should pay attention to in 2020.

Influencer marketing is here to stay

#7hourmarathon Influencer marketing campaign pic from Duroflex mattresses

A survey conducted by American social listening and analytics software firm TalkWalker found that in 2020, global influencer marketing will be a $20 billion industry. India accounts for a chunk between $75 and $150 million. Traditional celebrity advertisements continue to be effective but everyone can’t afford them. Nor do they make sense for every kind of advertising. Instead, brands have realised the value of collaborating with influencers in individual domains who have their own dedicated followers and could influence them to buy a particular product.

Most Indian brands have a budget of anywhere between Rs 1 lakh to Rs 10 lakh for influencer marketing. Spending in social media is only poised to go up as 72% Indian firms plan to increase their ad spends.

Influencer marketing has moved on from the stage of being an afterthought for increasing content reach to a strategic exercise where campaigns and content is actually built around the influencers.

While fashion, beauty are the usual suspects when it comes to sectors that benefit from Influencer marketing, brands such as Axis bank (finance), Hotel Trident (hospitality), Taco Bell (Food) and Duroflex (bedding & bath) have successfully done Influencer marketing.

Duroflex ran a campaign called 7 Hour Marathon which stressed the importance of sleeping at a stretch for a healthy body. The video received 5.1K likes and 1456 shares on the official Facebook page of the brand. #7HourMarathon had 4.9 million impressions.

Hotel Trident invited social media influencers to their newly opened hotel in Hyderabad. They explored the hotel and promoted the hotel on Instagram, Twitter and Facebook while taking about their experience in the hotel. This resulted in 1.2 million impressions of #TridentSocialHotel on Twitter.

Instagram, YouTube, Twitter, TikTok and ShareChat are the leaders when it comes to providing a platform for influencer marketing. Depending on your brand goals, you can choose from either of these platforms for creating your videos.

Based on what we have seen, we know that brands are in one of the three stages when it comes to video marketing: beginner with video, have just started with video or are veterans with video. For each of the stages, the goals would be different. However, some of the things to keep in mind would be to

 a)    Identify your goals

Influencer marketing is a form of marketing which means that just like any other form of marketing it has to be tied to a business goal. So, if you’re a less established brand you should focus on creating awareness content or Top of the Funnel content (ToFu). If you already have an audience of some measure, you can share content that is more Middle of the funnel (MoFu) or Bottom of funnel (BoFu).

 b) Spread out your content on all social media platforms

Unless you have a campaign suitable for one platform, it is a good ideal to make use of all social media platforms. An active user on one platform might not be so active on another.

 c) Don’t make your content overly promotional

For most social media users, an influencer is a person from whom they can get guidance and friendly advice. They don’t see them as an advertiser. So, content with salesy language is a strict no. Don’t dictate terms to the influencer and allow them to creatively put across your message. They know their followers more than you do.

 d)  Finding the right influencer and avoiding a fraudulent one

With great power comes great responsibility and…fraud. For example, according to a study Indian influencer on Instagram have 16 million fake followers. You don’t want a piece of that. You need to find your influencer based on who your target audience is and the message that you want to send out to these people. Cross-checking data is one way to verify the authenticity of an influencer.

Mobile optimised short videos in new formats

The Mobile Marketing EcoSystem Report 2020 by the Mobile Marketing Association India, says that the number of smartphone users in India is expected to reach around 700 million by 2023. The average time spent on mobile by an Indian is 3.7 hours in a day. According to Telecom major Jio, video consumption on their network was 460 crore hours per month. These figures show the relevance and crucial need for video advertising by brands.

In app videos have already established themselves as short and non-intrusive way of conveying a brand’s message. In 2020, taking this one step further, new video formats such as 360-degree immersive videos, vertical videos and Virtual Reality (VR) enabled videos is the key to more engagement and higher revenue from viewers. Bumper ads and ads such as the Facebook thumbstopper videos offer a glimpse of how video advertising of the future will be. Brands have to tell their stories under as little as 10 seconds. The results are worth the creative tussle. A Google study has reported that Bumper ad campaigns boost global ad recall by an average of 30 %.

Home Centre and Volkswagen are two brands from completely different sectors that reaped the benefits of bumper ads on YouTube and other forms of video advertising.

Volkswagen advertised online for generating inquiries in Tamil Nadu. The result was 12 % increase in overall queries at 54% less investment than print.

Home Centre benefitted from walk-ins and improved omni-channel return on ad spend (ROAS). They had an increase in 19% sales in offline and 20 % in online sales.

Different surveys and research have shown that storytelling is the most popular type of video ads for businesses followed by explainer videos. As humans, we love to hear stories and as an advertiser too your primary goal is to tell a good story through your ad.

Another common mistake to avoid is to talk too much about your brand and less about your audience. The focus of your video should be on providing value to your audience first. Start the video with the need of the viewer in mind and not your sales pitch. This will help increase your chances of creating a good video ad.

One more thing which good video ads do and which we will discuss in detail in the trend below is humanising your brand. As far as possible, use people in your videos instead of stock images and footage. This helps a viewer to identify themselves with the people in the ad and corelate things.

Empathy – Humanising your brand will pay

Cartoon characters holding each other depicting need for empathy in video marketing

PwC’s Global Consumer Insights Survey 2018, shows that more than one in three consumers ranks “trust in brand” as one of their top three reasons for buying from a brand. As brands seek to retain existing customers and increase post-sale account management, video can help.

Adopting video in account management in 2020 to create personalised videos ranging from welcome videos, onboarding videos, tutorials, best practices and one-on-one video messages can help customers to get the best from a brand.

Increasingly, customers don’t want to talk to sales from the get-go. They look for online resources to self-learn. Look for avenues to use more video on your site to explain what you do, to show your products or services in an easily understandable way. This will make for a personal and memorable experience.

Consumers expect a lot from video in 2020 and beyond. It is up to advertisers to take advantage of the expectations to deliver messages in authentic and personal ways which engages the audience.

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