Short-form videos and live streaming create maximum end-user impact: GroupM INCA report

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Reels, Shorts, whatever the platform of choice, the short video boom has well and truly swept the nation. According to the GroupM INCA report on influencer marketing, short-format video is by far the most popular category among brands and consumers

Key insights from the survey:

Short-form videos and Live Streaming create maximum end-user impact.

Social Commerce continues to be relevant in a rapidly changing IM Landscape with over 55% of respondents convinced of its staying power

Metaverse is gaining traction and acceptability as the trend of the future, a view endorsed by over 35% of survey respondents.

IG reels are the most sought-after format for most of the respondents.

Short-form video is by far and away the most adopted “new” trend by brands with 90% of Survey respondents acknowledging that it is already a part of their 2022 IM Strategy.

Livestream, with over 45% of respondents indicating that it is part of their 2022 IM strategy, has leapfrogged other trends like Audio and Social Commerce.

Most of the respondents have already incorporated or want to incorporate short format content followed by live streaming.

Short-Form videos (typically between 15 seconds and 2 minutes) are all the rage. India is home to over 640 million internet users (Bain & Co Report, “Online Videos in India”). Short-form videos (SFV) cater to this large consuming base because it reflects the narrow attention spans of the digital generation and challenge content creators to put creativity and “viral possibility” at the centre of their ideation.

With TikTok being banned in India, the mantle rests on players like Moj, Josh and Sharechat, each one of which is a Unicorn and focuses heavily on the Indian market and helps unleash the creative talent of at least 50 million content creators (Bain & Co Report). The influencers who can make a difference through format, are those whose content is original, speaks authentically to their followers and whose…


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About the Author: V. Moss