There are many things uniting us during this lockdown. One of which is our online content consumption, particularly videos. Does it feel like you’ve seen everything? Admit it. At some point, we’ve literally become one of the several memes we share daily.
Btw, my favorite pasta sauce (Arrabbiata FYI) tells me I eat healthy, read a lot and bring happiness to people. So… I have new goals for this month in lockdown.
As a consequence of the pandemic and uncertainty of the future, we are all dealing with anxiety and stress, literally keeping us up at night. Being restricted indoors and being inundated with grim news definitely doesn’t help. There has been a rise in good news movements across the world to bring some hope and positivity to people.
We are actively seeking, looking at, and sharing meaningful content to boost each other in these strange times, to stay connected as we socially distance ourselves.
It’s the ideal time for brands to publish content that can leave a lasting positive impact. Let’s talk numbers. 92% of marketers say video is an important part of their strategy as it provides positive ROI. 65% of users watch over three-quarters of a video and 92% of users on their mobile devices tend to share videos with their circle.
Brands have used user-generated content, home videos and existing footage to provide some hard-hitting content, highlighting the importance of staying home and relating it back to their brand.
Here are some video types you can explore at this time (and where we can help!):
Let’s pretend we are in college and get back to the basics: boot-strap filmmaking. The idea plays a bigger role than the production quality. Sony Pictures & Kalyan Jewellers recently provided this gem which managed to connect all of the Indian audiences. UpGrad got some stars to film themselves at home to encourage upskilling while we sit at home.
With all of us missing the good ol’ office days, Tata Cliq came to us to create a campaign that could soothe work-from-home blues. While content surrounding employees missing workplaces already existed, we decided to tell the story from a different perspective. The campaign film is narrated through different inanimate objects around office, telling employees #YouMadeItCliq. The film was executed using purchased stock footage and voice-overs from different theatre artists and radio jockeys to bring the objects to life.
After Team Social Beat went into work-from-home mode, we produced a home-made video to check-in and remind each other the proper way to wash hands. For Earth Day, we published a video made entirely from copyright-free videos sourced online. Using in-house talent to get the narration in place and minimal text narration, we encouraged people to remain conscious of the use of the earth’s resources, even after lockdown.
There are several ways a video can be executed even with the on and off-screen talent sitting in their own homes. The video content is what sets it apart. While different themes can be explored, the two popular routes we see at this time is humour and the social/empathetic route. It’s crucial to focus on the message of the video as, in this scenario, the idea trumps production quality.
There are many types of animation videos we can leverage - typography, vector-based and sketch-based videos, 2D animation, explainer videos, and more.
These videos can be used across channels to engage with your audience. As YouTube ads to social media posts and stories, depending on the type and duration, these videos can be churned out relatively quickly. Ideal to stay relevant, tap into trending topics, and publish timely content.
An easily communicable disease making its way across the globe can be pretty terrifying, more so for those who have pre-existing medical conditions. Dr. Reddy’s reached out to us to create a film for their nutritional health drink, Celevida. The campaign film, #WinLifeEveryDay, showcases the key benefits of the health drink being a nutritional supplement for diabetics, supporting immunity and helping fight against infections.
Another group of people who are home and are experts at producing home-made videos that can help promote your brand in an authentic way - influencers.
Influencer marketing campaigns are a no-brainer in the current climate. Not only do we consume a lot of influencer videos, we are guilty of turning into mini influencers with posts on new workouts, recipes, hobbies, and more! Even those of us who swore off TikTok have now participated in and posted our TikTok challenges. This is a safe space, you can admit it.
Our influencer marketing platform, Influencer.in, has an extensive database of more than 40K influencers across categories like lifestyle, health, fashion, food, entertainment, and more! With the ban of TikTok in Jun 2020, there are a host of TikTok alternatives that have come up in India too.
For Himalaya Quista Pro, we partnered with influencers to share home workout tips and routines. boAt took to TikTok with the campaign #boAtheadStayINsane, creating challenges that can be done indoors and encouraging the audience to do the same. With social distancing in place, Khatabook took to TikTok to tell shopowners not to worry, they just need to download the app to get their pending payments.
Since people are indoors and available, it’s a great time to go LIVE. There has been a jump in people viewing and participating in Live videos across TikTok, Instagram, and Facebook. Partnering with influencers and experts, through Live Q&As, FAQs, interviews, and more, brands can start a dialogue directly with their audience.
There are plenty of ways we can continue to engage our audience through videos. What’s important to ensure is that the message communicated through the video does not come across as insensitive and out-of-touch which will reverberate long after we cross this tunnel. It’s crucial to stay empathetic, true, and show solidarity in these unprecedented times.
I’ll leave you with this meme.