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Magnitude of video as a source of entertainment and information can be understood from the fact that YouTube is one of the top 10 websites visited in India. It attracts 26 million unique visitors and an average time spent on site is a whooping 18 minutes 20 seconds!
As per a study by Netpop Research, 50% users would recommend YouTube to their friends over Facebook (36%) and Groupon (33%). This shows the confidence that users have in YouTube and videos as a whole.
In India, entertainment is the one of the top most categories when it comes to the subscribers. IPL , Rajshri , National Programme on Technology Enhanced Learning (NPTEL) , Yash Raj Films, Zoom , Shemaroo Entertainment , Osho International , Zee TV , Glad to Teach and Telugu One have the most number of subscribers which highlights the preference of the Indian audience when it comes to watching videos on YouTube. So, if you’re a video production house then YouTube can be very useful for you!
Cases where video has primarily been used by brands for their social media purposes :
- Indian Premier League : IPL is a huge brand for Board of control for cricket in India (BCCI) and International Cricket Council (ICC) both. This two month long extravaganza brings in a lot of sponsors and eyeballs due to its short and quick format. Besides being telecasted on TV, IPL was also the first sporting event to be telecast live on YouTube. This helped the sport and the brand in itself get more attention as it was visible to much larger audience than what it would be through TV alone.
- Myntra: Customised online clothing store, Myntra, got a lot of attention and visibility due to their recent video which brought together two mantras of effective videos – animation and humour. Their campaign to make the most of Cricket World Cup and offering customised jerseys also added to the interest level.
- Make my Trip: Online travel and ticketing website, Make My Trip, used a simple video with a simple message for its campaign to highlight how easy it is for someone to fly now. Just like Myntra, here also animation was the key criteria along with simpleness of using a game which everyone can relate and be familiar with.
- Rajshri Productions: Rajshri Productions use a simple tactic of uploading nursery rhymes on their YouTube channel along with animation. They’ve covered basic nursery rhymes which would be taught in pre-schools and brought them online. This multimedia activity would help parents in teaching these rhymes to their kids and the impact of them is visible as ‘Baa Baa Black Sheep‘ has been viewed more than 23 million times.
Are there any other ideas which you’ve implemented for your brand or seen being implemented? Have you tried using video for your social media outreach?
