From trend-followers to trendsetters: Short-form videos are the game-changer your brand needs

Marketers are constantly looking for innovative ways to capture the attention of target audiences. They want to increase recall and engagement and achieve high ROI. Short-form videos excel as a tool for facilitating measurable success across metrics. They are concise, crisp and widely popular across age groups. With the right strategy, marketers can leverage them to turn their brands into trendsetters.

The appeal of short-form videos lies in their ability to convey a message quickly and effectively. These bite-sized audio-visual treats are perfect for capturing the fleeting attention of consumers. Whether showcasing a product in action, sharing a quick tip, or simply entertaining viewers with engaging content, short-form videos offer a captivating way for brands to connect with audiences. Further, the interactive nature of short-form video platforms encourages real-time engagement. Features like likes, comments and shares enable brands to interact directly with their audience, fostering stronger relationships and brand loyalty.

User-generated content is the digital age’s equivalent of word-of-mouth. It allows people to share experiences and express their opinions about things that matter to them. It’s a critical component of short-form video-led strategies. Marketers want users to create content that amplifies their brand narratives. The content created by users is inherently authentic and more impactful than what a brand shares on its page. To increase visibility for such content, brands take a two-pronged approach. First, they create spaces that allow and encourage audience participation. On ShareChat & Moj, it’s best done via a combination of Branded Hashtag Challenges, Interactive Lenses and Jingles. Second, they leverage Influencer Activation to invite more relevant audiences to join, create and share content.

When done right, brands can create trends that transcend their narrative and become a part of pop culture, attracting organic traction. One of the most fitting examples is Pepsi’s #PepsiRiseUpBaby campaign. Launched to celebrate the brand’s 125 years, the campaign nudged Indian youngsters to transcend societal norms and pursue their passions.

The brand partnered with Moj to tap into the platform’s ability to reach young India and drive awareness, consideration and resonance with high-impact ad formats. To facilitate Pepsi to achieve its objectives, Moj conceptualised and executed the campaign in two phases — a dance-based and a rap-based karaoke Branded Hashtag Challenge.

The dance-based Branded Hashtag Challenge nudged creators to dance to the captivating tunes of the Rise Up Baby jingle. 3D Lens technology with advanced body tracking capabilities was used to enhance the dance moves of the creators, making the video more engaging. The rap-based karaoke Branded Hashtag Challenge encouraged creators to lip-sync the rap by Ranveer Singh. Moj used a 2D Lens to make the resulting content pieces more engaging and attractive.

Header Banner and Explore Ranking, Moj’s premium real estate, were utilised to amplify #PepsiRiseUpBaby and maximise the campaign’s reach. Moj also tapped into its presence on other leading social media platforms to drive cross-platform engagement and reach for #PepsiRiseUpBaby.

The campaign was so successful that over 3 Mn users participated, and achieved 17 Bn+ views, strengthening Pepsi’s cultural connection with the audiences!

Brands can similarly become trendsetters by:

• Engaging influencers and letting them do what they do best to add authenticity to the narrative and the campaign.
• Leverage ad tools that are native to the platform to make it easier for users to participate.
• Make the campaign premise and tasks easy with a clear CTA to increase visibility and engagement.

ShareChat & Moj can facilitate exceptional success for your brand with unparalleled insights. Contact us today to get started on your brand’s journey from being a trend-follower to a trendsetter.