Brands of Bharat- Snackable content for Bharat: Why short-form video content is the future (Episode 12)

The decreasing attention span of consumers is an often talked about topic in the digital ecosystem. Some might even say that it is less than that of a goldfish. And while that is still debatable, brands have left no stone unturned to ensure that they cater to the changing attention span of consumers. That is where snackable content comes into the picture!

In layman’s terms, snackable content is the kind of content that is easy to digest, as consumers scroll on the internet. It manages to capture the attention of the audiences in a matter of seconds, and yet fulfills its purpose of informing and entertaining them. Videos, GIFS, memes et al are a few examples of such content. And brands in Bharat have been experimenting with these formats to engage the audience across the country while ensuring they are in line with the cultural nuances of the country. 

In order to understand how brands are keeping up with the rise of snackable content online, Agency Reporter hosted the twelfth episode of its Brands of Bharat virtual panel discussion series, powered by Nukkad by STAGE.

Nukkad by STAGE is a Premium and Sensible Content Company for Bharat with a 125M+ monthly reach among Hindi audiences. They produce and deliver informative & empowering content with humor and satire through the fictional characters who are derived from the real world. Their main shows are focused on  Finance, Trends, Tech, Game, Entertainment, Current Affairs, Family, Health, etc categories. They have also established a video content lab where they make research-based content with a data-driven approach to brands for different purposes.

The episode went live on 28th March 2022 and was centered around the topic- Snackable content for Bharat: Why short-form video content is the future. 

The episode featured a set of diverse panelists across different sectors, namely Ashish Bajaj, Head- Marketing, MediBuddy; Kuldeep Pawar, Senior Vice President & Head- Marketing, Spice Money; Prabhakar Tiwari, Chief Growth Officer, Angel One; Mahadev Srivatsa, VP- Marketing & Brand Strategy, Practically; Vineet Chugh, Head – Marketing, RapiPay and Abhishek Punia, Co-Founder and CEO, armCommerce.

The discussion was moderated by Runa Sinha, Vice President, Nukkad by STAGE, and Rahul Puri, Editor, Agency Reporter.

The attention began with Ashish Bajaj as he talked about the changing social media consumption of Bharat audiences. He talked about how ‘Jiofication’ in India has enabled the rapid rise of social media content amongst consumers. He also discussed how over the past few years, content has shifted from long-form to being more short-form, with an increased focus on formats like TikTok videos, reels, YouTube shorts.

Abhishek Punia then took the discussion further by discussing the key changes that have been observed in the content preferences of Bharat consumers. He discussed the decreasing attention span of consumers and shed light on how Bharat apps quickly filled in the gap that was created when TikTok was banned in the country. All of these factors combined further amplified the reach of short-form video content in the country.

Further, Vineet Chugh talked about the factors that are responsible for the rise of snackable content online. He discussed how the cluttered social media space makes it imperative for brands to now create smaller, snackable videos. He also mentioned how consumers’ needs have changed as they are now used to enjoying snackable content giving rise to a cause and effect relationship, that has ultimately led to the rise of snackable content online.

Prabhakar Tiwari further discussed how snackable content plays an important role for brands in the FinTech space. He shed light on how complex subjects of the FinTech ecosystem can easily be explained to the audiences using snackable videos and how organizations in this space are increasingly getting accustomed to the same in order to educate the audience effectively.

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Mahadev Srivatsa then discussed the shift from TV to digital media and the latest 6-second thumb stoppers that marketers are experimenting with nowadays. He talked about the challenges that EdTech organizations face, especially when dealing with kids, as the attention span further reduces in that age group and how snackable content seems to be the future.

The discussion was taken forward as Kuldeep Pawar discussed how snackable content has built the organization to what it is today. He discussed how video content acts as an educational platform for Spice Money, especially in rural areas in India, and enables them to explain the business to merchants with clarity and efficiency.

The discussion then steered towards the challenges and opportunities that brands face when creating niche and engaging communication for audiences in Tier-2, Tier-3 cities and how brands can ensure that their content is in accordance with the cultural nuances of the country.

The discussion came to an end with panelists’ bringing into the spotlight the success stories of their campaigns that utilized short-form video content to its full potential.

Watch here-