“Content is king” is probably the oldest and truest adage in the world of media. Even so, when we think content, many of us still think whitepapers, newsletters and blogs – admittedly, I’m kind of old school! But today, even for the absolute digital virgin, video is fast becoming a primary form of content. From the mother-in-law sharing festive wishes, the mommy sending cute baby videos or the crazy cat lady sharing the latest adventures of Maru! What all of these have in common are that they are shareable and relatable.
Some of the most interesting use cases for video content comes from even more interesting quarters.
Take for instance what WhatsApp has done to video sharing. The Better India, a platform that is committed to telling the smaller yet positive stories from around India sends out a WhatsApp snapshot every day, and you can get into the broadcast list by sharing your number.
Then there are the larger brands and corporates that do a great job of creating their own video content.
Conversations with Hari – Owned by HolidayIQ this is a series of interviews conducted by its CEO, Hari Nair. Hari meets with prominent travel writers and interesting people whom he has engaging conversations with. While this capsule began last year, the guest profile has become more interesting already – the latest is a 10 minute conversation with William Dalrymple. This went out on March 30 and has racked up 301K views + 537 shares + 90 comments + 1.9K likes.
While the property doesn’t see too much traction just yet, I think it’s a great way to create original content without plugging the brand too obviously. As it picks up steam I believe there is great potential in creating a separate brand for “Conversations with Hari” on social media platforms as a way to amplify it.
Another great example of creating compelling video content is HCL and its decade and a half CSR work promoting Indian classical art forms – HCL Concerts. Beyond organizing concerts and posting videos of them, they’ve started to put together “Candid Conversations” which are short videos asking artistes everyday irreverent questions like “do you like chapathi or paratha” and such. A nice window into a classical musician’s life, who are generally not known to share these insights. The Candid Conversation with Shubha Mudgal was a runaway success in I’m sure in many cases, an eye-opener as to how well-spoken and graceful she is as a person.
But big brands come with big budgets too, which helps, but what of the smaller niche creators? For every content creator that aligns with multi-channel networks such as Culture Machine and the like, there are probably thousands of independents. Take Tushar Burman for instance. A journalist by profession, his chosen passion is automobiles and a little while ago, he went from writing behind a computer screen to creating videos in front of a camera. His unique brand of humour is what has helped him gather an army of loyal fans that refer to him as The Professor and proudly sport #TBArmy tees that he supplies for free! What will be interesting to see however, is how people like Tushar, monetize their platforms.
So from the brands to the niche, from WhatsApp shares to Facebook Lives – video is really the new killer content. Write to us in the comments with YOUR interesting video finds!