Focus More on Video Content to Increase Audience Engagement

The rise of video content in India is widely noticeable and acceptable. From simple clicks and engaging write-ups, viewers are quickly changing gears to posting video content on social media. Videos are more interesting and give a clear message to the viewer about the brand’s key message. Therefore, today’s viewers find video content entertaining, relatable and quite relevant as compared to pictures and write-ups.

No doubt, blog posts, podcasts, images, and infographics play an essential role in content marketing, but videos have emerged as the most significant tool that has the potential to inspire action among audiences. Predictions say that 2019 will see 80 per cent of global internet consumption in the video only. Today, many social media companies and PR agencies have started serving video content to their clients, and thus reaped better results. Video content adds charm to email campaigns and develops more interest among the audiences. That’s why even the search engines often rank videos among the most searched category.

Approximately 40% of millennials find video content more reliable as compared to others, as per a recent study by Google. According to a Ficci-EY report, India is expected to become the second-largest online video-viewing audience globally by 2020; online video consumers are estimated to reach 500 million by 2020. Another Cisco 2017 report highlighted that video content is projected to account for 76% of all online traffic in India by 2021. By 2021, it is expected that India will generate 84 billion internet video minutes per month, equaling to 160,000 years of video on a monthly basis.

Social media companies and PR agencies are thus articulating their content through more and more video content and increasingly engaging more audience on their websites. However, it has also given rise to the existing competition as more companies are adopting the video approach. There are tons of videos posted every day, and thus it is becoming difficult for brands to create new space in the world of digital marketing.  Hence, brands will have to be more pragmatic and intelligent in approaching their customers with more personalized offerings.

In today’s mobile-driven world, we are mostly glued to our smart phones. However, as per research, internet regarding hours of video watched will catch up to TVs in 2019. Plus, there will be more people to watch mobile videos, and they will be spending around 45 minutes on YouTube. As marketers, social media companies and PR agencies should take full advantage of such opportunities and help brands stand unique in the market.