Why advertising on short video apps is gaining momentum

Authored by Sanjeev Bankira, Country Head - MENA and India, Applabs.

The unseen opportunities for online businesses’ growth & development are capitalizing on video advertisements wherein, Short Video Apps are creating their remarkable presence. In fact, it can be expected that the future of digital advertising is going to be more promising since short video apps are here to stay. Moreover, worldwide internet users spend 26.5 minutes daily watching video content on their smartphones because it beautifully builds an affinity between brand owners & netizens via which they effectively respond to the shown content. There is a lot to talk about Why Advertising on Short Video Apps is Gaining Momentum; so, let's decipher the power of presenting brands via this medium. 

Well, any video becomes effective when involves the 4Es, that is, Education, Emotion, Entertainment and Engagement wherein, short video apps have now become a powerful catalyst for adverts. Since the void between the short video ecosystem and users have been efficiently built with the emergence of new and innovative content that’s why such apps are making an exceptional boom in the market.

Short Video Apps: An Impressive Revolution 

From redefining the conventional way of storytelling to transforming the digital way of branding, the new-age short video platforms are effectively revolutionizing the advertising industry and making a common man the internet celeb. The reason behind the revolution is quality creative content that matches the user’s fast-paced lifestyle. The short video runs a minimum of 15-30 seconds to 1 minute which is often convenient and likeable by the users, hence, such apps have proven to be a pleasant change for marketers as well.

Nowadays, such apps have been like a positive obsession for netizens where marketers can easily dive into this pace and represent their brands’ offerings and USPs with shorter & crisper content depicting a story. This resonates with users' sentiments, creates brand awareness and often drives quality engagement and retention rates. Additionally, advertising on such apps can also benefit campaign managers because it's a cost-effective way to communicate with consumers. Currently, only 1% of the digital ad spends accrues to short video apps and is also predicted to create a monetization opportunity of up to $19 by 2030; says RedSeer Consulting.

Why Are Short Video Apps Gaining Momentum? 

Undoubtedly, users are now mobile-first, wherein GenZ & Millennials have been greatly encouraged by short video apps as they get massive options to create the video content of their interests. That’s why they spend quality time with their smartphones exploring and forming the content via which it has grown ten folds. This has opened a new gateway for marketers to showcase engaging adverts among such niches which are more likely to watch the ads and hit the CTA of the campaign to make the desired actions. 

Users pay more attention to short video apps like Chingari, TikTok, YouTube Shorts, Sharechat, Instagram Reels, Snapchat Spotlight, etc., because their content speaks louder than words in lesser time, resulting in increasing consumerism. Secondly, the fresh and eye-catchy content of different genres and in multiple languages grip consumers' interests efficiently which gives marketers an opportunity to optimize their campaign wish list and showcase the adverts, matching the users’ interest. 

Leveraging short video apps, marketers can reform their advertising practices since it effectively enhances the brand recall value. This is because such apps involve Non-Skippable ads like Bumper Ads, which are 6 seconds or shorter ads that are played before, during and after the video. These are helpful in building brand awareness and reaching broader audiences across different inventories that drive quality acquisition and engagement results. Moreover, short video platforms also generate higher yet quality click-through rates since their user-generated content intrigues the audience and also brings a marketing movement for brand owners.

Key Takeaway for Marketers

Short video apps have now become a stronger ground for establishing a powerful and effective brand recall value as their plethora of advertising benefits provides marketers with maximizing monetization; hence, such platforms are now becoming an essential part of brand marketing practices. It won’t be wrong to say that Advertising on Short Video Apps is here to stay since a significant chunk of netizens is convinced with the products or services shown via such apps. Therefore, in today’s modern tech-based world relying on Self Serve DSP for advertising on Short Video Apps is a great way to establish brand footholds as it facilitates brand owners with advanced targeting options for effective campaign performance with real-time results.