Telling Stories For A New India
I succumbed and binge-watched Netflix’s Indian Matchmaking during lockdown. I was impressed by how the show managed to be both hilarious, but at the same time offer a very real glimpse into the many oppressive hoops that women are expected to jump through when they reach “marriageable age”. It wasn’t a surprise when the show reached the number one spot in no time. The buzz the show managed to create globally over the Indian arranged marriage system is one of the reasons why creating digital content is getting increasingly dynamic and impactful.
A Changing Audience
According to a YouTube survey, 50% of Millennials and Gen Z users said that they “don’t know how they’d get through life” without videos. It seems a tad dramatic at first, but it’s true. From entertainment and fitness routines, to recipes and DIY walkthroughs – digital videos play a critical role in our everyday lives. Platforms like TikTok and Instagram have allowed users to curate the content they’d like to watch, and enable people to join obscure and often bizarre communities.
At the same time, urban youth crave contemporary, global, and fresh stories – and are excited to contribute to international conversations on social media- regardless of geography or language. Tiger King (2020) became a cultural phenomenon and spawned endless memes, Halloween costumes and gifs. Kumbalangi Nights (2019) transcended the borders of Kerala, and was named a “streaming gem” by The Guardian’s Mike McCahill.
Gone are the days when families gathered around the television to watch the same primetime show. The audiences of today want to consume stories that are local and authentic. Content now needs to be tailored to viewers’ particular tastes – tastes that are simultaneously personal, and global. The past decade has seen content become increasingly personalised to keep up with the particular tastes of each viewer. In 2019, a Forbes article stated that 80% of what viewers on Netflix consumed was selected from their personalised recommendations.
Moreover, whether you look at content on OTT platforms or Youtube, the traditional indicators of quality are quickly being rethought in the Digital Age. In the same YouTube survey, respondents shared that content that enabled them to explore their interests and passions brought them twice as much value as content with higher production quality, and were four times more important than videos that featured well-known faces.
Content Is King
In today’s passion economy, celebrities aren’t born out of blockbuster releases, but instead spring up out of niche communities. User-generated content, built on the trust viewers share with the influencer, has blurred the distinction between brands and personalities, and has proved to be a significant way users’ purchasing decisions are determined. Influencer mentions can drive a wave of consumers - from makeup products to series recommendations.
The influencer model has become a viable business framework, and with the lockdowns and work-from-home being widely adopted, the passion economy has become further fueled by users turning their hobbies and interests into successful ventures.
While Instagram Reels and TikToks reflect how content creators use simple, crisp, and easy-to-consume videos, there remains wide room for innovative and creative long-form content.
In fact, a widely-cited report by StreamElements and Arsenal.gg stated that live videos saw a whopping 99% increase in 2020 – a trend that is located on the nexus of viewers wanting authentic content, and influencers participating in the passion economy.
Though Millennials and Gen Z users might not know how to survive without videos, content is booming in other mediums as well. It’s famously said that there are more podcast hosts than listeners in the podcasting space now. And there’s always space for new social media platforms. Clubhouse, the app that’s a mix between social media and audio chat, saw a colossal 221% monthly growth rate in February this year. Interestingly, prominent names on the app don’t always fit the young Millennial or Gen Z profile – most people on its Creator Pilot Program are in their 40s or 50s.
Standing Out
People also tend to believe that in this fast-paced landscape that old media are dead, but in the end, the stories stay the same. After days of being glued to a computer screen, many people find solace in the typical smell of books wafting up from turning pages. The way we consume the written word has also deeply affected how we absorb digital content. The feelings stories evoke are unchanging. Formats and channels will evolve, but storytelling is the oldest art form there is.
The great news is, the internet has broken down barriers. Gatekeepers are a thing of the past. This dynamic era of content has created ample space for new and distinctive voices to go global. The path to the top is creating quality,
contemporary, and relevant content that really adds value to your users. The louder the noise gets, the more quality stands out.
Ultimately, great storytelling drives online content. It’s woven into the page of an influencer – whether it's through fragmented 30-second reels or 20-minute sketches. Creators, this is your opportunity to tell your own story: don’t hold back. The only rule is: be authentic to your own voice. Honesty resonates.
(The author is Natasha Malpani Oswal, Founder of Boundless Media)
