National: During the festive season in India, a shift in consumer behavior is seen, with 47% influenced by short-form videos in their purchases – states a report by ShareChat & Moj, titled “Short Form Big Impact: Festive Blueprint”.
Short-form videos are now a daily staple for Indian consumers, with 81% actively watching. Among 25-44 year olds, nearly half make purchase choices based on content from short video platforms.
Key Highlights
- Influence of Short videos: The more India watches short-form videos, the more its purchase decisions are influenced by them. 59% of those who watch more than 60 minutes make purchase decisions based on short-form videos.
- Native language supremacy: 86% of India wants content in their regional language, with 84% finding content in their regional languages more relatable and trustworthy. 45% of India makes purchases based on videos from creators in their native language.
- Rise of micro influencers: In Tier 3 cities, purchase decisions are most influenced by creator-led videos. 70% of creators create more content around and during festivals, with 79% of them garnering an increase in user engagement on creator-led content.
- Festive must-haves: The top trending choices for consumers are clothing, home decor and gifts, followed by beauty, food and electronics.
- Brand affinity: Around 34% of shoppers are open to exploring new brands, making this a key moment for brands to shine. In the West, 39% of Indians are ready to experiment with new brands, showing a strong sense of curiosity. On the other hand, the South showcases brand loyalty, with 68% preferring their trusted favourites.
“We are living in a transformative era where short videos are driving purchase decisions for most of the Indians. As India gears up for the festive season, platforms like ShareChat and Moj offer brands a unique opportunity to engage with consumers in a meaningful way and drive authentic connections. By leveraging the power of short-form content, regional language preferences, and trusted creators, brands can optimise their impact and drive significant sales.”
“In this new shopping landscape, that has shifted majorly from traditional means to the consumers’ fingertips, we are proud to be acting as a bridge between consumers and brands. Brands have continued to receive returns through platforms such as ours, with a deep understanding of culture and language, fueled by creativity and strong strategic solutions adapting to evolving needs of today’s consumer.” said Gaurav Jain, Chief Business Officer, ShareChat and Moj.
Short videos shape Indian consumer behavior significantly, capturing a considerable portion of daily screen time. Over 50% of Indians watch these videos for more than 30 minutes daily, with women as well. The impact of short-form video content transcends regions, with Tier 3 cities showing high influence on purchase decisions compared to other areas.
The survey gathered data from 6,000 users and 100 creators on ShareChat and Moj platforms, exploring festive activities, language preferences, and connections with regional creators. It included people from various backgrounds and highlighted a key trend: the influence of short-form videos on consumer behavior. To access the full report, please visit https://ads.sharechat.com/research-and-insights/short-form-big-impact-festive-blueprint
