The Future is short… Videos
Pinkerala News Desk | Mar 07, 2018
“Video killed the radio star,” says the famous song by The Buggles. Although originally said in context to the radio of the 80’s, it still remains true right now in context to social media over the radio. Today no content is as easily devoured as video content. In order to put into context, people can easily listen to somebody’s rants over two minutes in a video over a long 600 word written blog.
Due to the cheap availability of digital camera equipment and the superior built-in cameras even in normal phones, creating video content has never been so easy. But this does come with its caveats. The biggest challenge is to create a video content that ‘stands out’ among the crowd, to which the only solution is to increase the ‘quality’ of the content itself. That doesn’t necessarily mean the budget or the technical part but more of creating an original concept and giving it an artistical angle. For example, the video should be able to hook the audience within the first 10 seconds, if not they will definitely switch to something which they find more interesting. We as a culture have become one with the attention span of a goldfish.
Short videos as a concept have changed with the advent of the large world of social media. Although the concept of short videos began with GIFs and later into Vines, Instagram is where short videos rule supreme now. Stories are the most popular feature of Instagram that has a large number of short videos in it. With widespread internet availability, the rate of consumption and the way internet is being consumed has drastically changed. In India, roughly 15 percent of the population are social media users since India has the second largest population in the world that is a huge number of people. Keeping the people from such varied backgrounds occupied with a short video is not an easy task. But it’s not a challenge if it is easy, is it?
Unlike consistent video content which in yesteryears was marketed through television for the mass market, every internet short video has roughly a specific demography it caters to. So with internet short videos, the idea is to instead of trying to penetrate the mass market, cater it to its specific demography.
To keep up with this fast-changing world, people need more information to sustain. So short videos are the fastest and the best way to give out information as visuals are faster to process and easier to remember. Whether you use it as a purely marketing tool or to bring awareness to consumers about things, short videos are a win-win.
Words by: Abdul Manaf
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