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Emerging start-ups find their big picture in web videos - Kanakkupillai www.kanakkupillai.com
Start-Up’s Videos are emerging as the preferred way to communicate with prospective consumers for early stage consumer internet startups, as they expand user base beyond metros. Faster internet, language barriers for text and literacy issues are making these startups explore video as an option to make their products go viral.
Personalized App’s • People’s attention span is going down. Watching a video is far more attractive now than reading a chunky blog post, said Harsh Pokharna, chief executive officer, OkCredit. • Another similar startup, Vyapar, is also using YouTube to promote itself among small merchants beyond the metros. • Its own channel has around 12,000 followers, with more than 160 videos. The startup, backed by Axilor Ventures is experimenting with a large variety of video content to explain the features of its app to consumers.
YouTube • Multiple ‘YouTubers’ — as the YouTube-based social media content creators are popularly called — are creating ‘explainer’ videos, teaching users how to use these apps and also offering their own views about the apps. • While TikTok is also a popular video based social media app, YouTube gives higher traction to these companies. YouTube viewers tend to be genuine users and the conversions are higher, said startup founders . • The application not only helps small merchants keep a tab on sales digitally, but also helps them file taxes smoothly.
Max consumers mini cost. • “A weekend read which is shared regularly with our users is opened by 500 people on average. On the contrary, for video explainers we get more than 8,000 views, which shows its easier acceptance among viewers,” said Prakarsh Gagdani, chief executive, 5Paisa. • These startups approach marketing agencies with their budgets, who then make such content or reach out to creators, The intent is to usually add maximum consumers at minimal cost. • Such content may or may not be directly sponsored by the firm. These videos will usually have a link which entices the viewer to download the app .
Branding Brands find that directing consumers in such ways are cheaper than Google or Facebook marketing. Typically, a startup spends a major share of its marketing budget on social media. Video marketing is more expensive, with added production costs.
Conclusion For micro influencers, companies shell out between Rs 2,000 and Rs 20,000 per video depending on their follower base and other factors. Easy discoverability, better tools, easier incentives are a few factors why YouTube is preferred among influencers and brands.
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