Micro Video Strategy
The world is full of people with low attention spans, so if you need your content seen by more than just a few dozen eyes, it's time to get creative. Micro video strategy has been the new frontier for creative marketing and here’s why it’s gaining more popularity.
If we notice, in the last few years, our time around digital is spent between reels and the tik-tok videos created by millions of creators across the world. You are not alone. Without the world realizing, humans spend more hours on their palm-held screens consuming unprecedented hours of content.
According to Digital 2021 (India) reports, there are now 1 billion people with access to a phone in the country, and that number is increasing at an unprecedented rate of 23 million every year, which accounts for about 2% growth per month! In 2021, there were 624 million internet users in India.
India's social media users are fast increasing, with 448 million presently on the platform. That's equivalent to 32% of the total population! The growth rate over two years was about 21%. When it comes to mobile apps, Facebook rules the roost, followed by Instagram, Tik Tok, and Snapchat.
Since the internet became widely available, influencers, small company owners, entrepreneurs, and even international corporations have seen their ability to reach new audiences grow tremendously.
Trends of creators
The COVID-19 virus outbreak and subsequent lockdown caused production of all sorts. Brands realized that influencer marketing models are well suited when people seek inspiration through DIY videos or new recipes as they learn how best care should proceed with themselves.
With the rise in demand for digital media, brands are realigning their strategies and opening up budgets to take advantage of impactful messaging delivered by an authentic voice that speaks directly to consumers on a personal level.
Reels and Stories
Videos are moving the communication world. Either B2B or B2C storytelling through moving visuals is the play for the future. This year, influencers have been increasingly inventive in their brand marketing techniques. There was a greater emphasis on short video content, particularly Reels, because it delivers authenticity and engagement for viewers seeking Instagram videos, and it is a more cost-effective format than long videos that provide fewer views per post, but still maintain brand advocacy by partnering up with genuine influencer identities from different walks of life.
The rise of Micro and Nano influencers is one trend that has gained prominence this year and will continue to do so in the future. This is mostly due to strong involvement, genuineness, and low prices, and it is particularly important in the current environment, given that most firms have cut their marketing budgets.
Reducing attention span increases the creative pressure on the creators.
Creativity is defined in many ways, but it unites them with the pressure to be creative. We all have only so much creative energy in us at any given time, so when we use some up on one task or project, there's not as much left for other things. This coin has two sides to it: your attention span grows shorter, or creativity becomes scarce because the brain has to work overtime, leading to burnout. Either way, you're stuck with diminishing returns on your creativity. What does this mean for creators? It means they must find a way out of their mental traps to keep creating without a mental block.
The best way to avoid creative burnout is by using your creative energy on tasks that don't require too much thinking, like cleaning or taking a walk outside. This will allow one more time for creativity when it's needed and give your brain some rest to be ready for new challenges in the future.
Attention spans are low in today's world, and the pressure is on for creators to be creative. The above micro-video strategies make it possible to create engaging content without sacrificing creativity and time constraints. The beauty behind this format is how simple it makes marketing content creation while still being more valuable than ever.
The Author is Bala Kumaran, CEO of Brandstory
