Content studios, OTT services tap short-video platforms for marketing campaigns

livemint.com:

NEW DELHI : Content studios and streaming services are increasingly tying up with popular short-video platforms such as Chingari, Roposo, FilterCopy and Instagram Reels to reach a large base of audiences spread across the country and create hype in the run-up to the release of their shows and films. The loyal fan-following of these platforms serves as a ready base of young, digitally-savvy audience, and creators who are often seen collaborating with lead stars pitch in with innovative concepts for short clips that grab viewer attention instantly.

These partnerships can extend from songs to dialogue launches, helping boost reach in tier-two and tier-three towns in particular. Several film studios and marketing professionals emphasize it's time to align campaign strategies with evolving audience tastes, go slow on traditional-media interactions and public appearances, and leverage social media not just for advertising, but also to be part of the film or create content around it.

This growing trend of leveraging social media for marketing campaigns comes at a time several production companies are trying to control costs. “Movie marketers and their partnership teams are constantly seeking large reach and deep engagement for their movie slates and characters, along with entertaining, innovative, and clutter-breaking promotion approaches.

Live-streaming has gained immense traction as a medium to connect with target audiences, especially the younger generations," Mansi Jain, senior vice-president and general manager of Roposo, said. Such partnerships have grown from 1-2 per month in 2020 during the pandemic, to 5-6 now, Jain added.