Short-form video (SFV) has transformed the digital landscape, becoming the dominant medium of content consumption worldwide. Instagram Reels, YouTube Shorts, Josh, and Moj are some of the notable platforms in India, leveraging short-form content to engage audiences.
At AdTech 2025, Gaurav Jain, Chief Business Officer at ShareChat and Moj, recently shared key insights, emphasising the crucial role of regional languages, creator-driven content, and always-on marketing strategies.
Jain began the session by addressing a common misconception: “Short-form video is not the future—it is the present. If anything, calling it a ‘future trend’ means you’re already behind.”
Highlighting the immense popularity of platforms like Moj, he noted that users are now dedicating significant time and energy to consuming bite-sized videos. “It’s not just entertainment anymore; people are using short videos to gain financial knowledge, keep up with the stock market, and stay updated on current events,” he said.
This explosive growth isn’t just an Indian trend—it’s happening worldwide. However, one major factor driving India’s short-form video adoption is regional language content.
“Even though I use English in business, I prefer consuming content in a language I’m most comfortable with. And I’m not alone—over 60% of users feel the same way,” Jain explained. “For marketers, this is a game-changer. If you want to truly engage Indian audiences, you must think in regional languages.”
For brands and advertisers, short-form videos have emerged as a powerful tool for customer engagement. Jain underscored their significance: “Because users watch short-form videos without specific intent, it becomes an ideal platform for brand discovery. Whether it’s fashion, beauty, fintech, or consumer goods, this format allows brands to reach audiences in the most organic way possible.”
Unlike traditional advertising, where intent-driven searches dictate visibility, short videos create opportunities, fostering brand recall and engagement.
Jain observes that one of the most fascinating aspects of short-form video platforms is how they have democratised content creation. “Almost every user is now a potential creator. This shift is particularly strong in India, where people are eager to express themselves online,” he remarked.
This trend is fuelling a surge in user-generated content, making it imperative for brands to collaborate with small, hyperlocal creators who have deep emotional connections with their audiences.
Traditionally, Indian marketers have focussed their campaigns around major festivals like Diwali. However, Jain emphasised a shift in approach stating that “India doesn’t have just one festive season—it has 15 major ones throughout the year and Indians love to celebrate online.”
Jain also highlighted the unique role of cricket in Indian content consumption. “Every time there’s a big match, short-form video consumption skyrockets. Whether it’s live reactions, highlights, or analysis, users turn to short videos for real-time engagement.”
For brands, this presents an opportunity to integrate cricket-related content into their marketing strategies, tapping into moments when engagement is at its peak.
Jain further conveyed that short-form video marketing is no longer an ad-hoc campaign tool. It needs to be an integral part of a brand’s strategy. He stressed that users are not just passively watching content—they are making purchasing decisions based on what they see.
“Nothing drives loyalty like content in a language people are comfortable with. If you want to connect with your audience effectively, short-form video is the way forward,” he noted.
