The digital marketers are regularly exploiting short video content to comply with consumers' preferences and the short video social media has become a hot topic for the brands.
Snehil Narula
In the last couple of years, short video has become the new darling of the digital mediascape because of its unique proposition that seamlessly merges ease of production and sharing with fragmented consumption and high entertainment quotient. The digital marketers are regularly exploiting short video content to comply with consumers' preferences and the short video social media has become a hot topic for the brands.
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“Short Video impact is beyond daily entertainment dose. The short video content is rich in knowledge, fun and emotion and it plays a significant driving role in the process of influencing consumer intentions” says Snehil Narula, co-founder of Fandawm, a short video production company which deals with content creators and helps brands to reach their audience by innovating in short video content, layered with VFX and motion graphics. Fandawm is founded by Pushpendra Singh, an ex-VP and Head of Growth and Strategy of MX Player and Snehil Narula who led influencer content strategy and growth at MX TakaTak. Pushpendra also spearheaded the content and growth of MX TakaTak, launched immersive mobile vertical format music videos for Gaana and led products at Amazon.
“Short videos these days are impacting everything, right from our social image to job search, news consumption and even people’s dating lives. No wonder short video platforms such as Instagram Reels, Moj, Josh and MX Takatak have found a loyal audience base in such a short span of time. The entry of giants like YouTube Shorts has only fueled this sector to stride on.”
With brands becoming more and more aware of the huge benefits of short video marketing, there has emerged a growing demand for not just influencers, also known as KOLs in the short video world, but also production set-ups with in depth know-how of short-video platforms. A number of big consumer focused brands, music labels, e-commerce business, startups and fintech apps have already tasted the commercial value of short video content, which has only spurred the trend of brand short video marketing. Fandawm is one such content production startup which understands the digital needs of the brands and collaborates with them to create digital first advertisements and short videos.
In the last few years, starting with the popularity of TikTok, music labels have also been fully exploiting the short video scene to create path-breaking campaigns and viral songs. “The number of Instagram Reels made on a song, has become the new success marker of judging a song’s popularity, in addition to its views on YouTube. Labels and artists are jostling to create ripples on Reels and get as many creators to make videos on their new releases as possible” Says Snehil. No wonder Fandawm has already found itself a loyal list of clients in KOLs as well as brands and building a variety of interesting consumer focused content for them.
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