‘Short videos, vernacular content, regional creators shaping India’s digital economy’

India’s digital landscape is undergoing a revolution, driven by short-form videos, vernacular content, and regional creators, shared Gaurav Jain, Chief Business Officer of ShareChat and Moj at the e4mScreenage conference.

Jain provided insights into how these trends are reshaping consumer behaviour and marketing strategies in India.

He highlighted India’s massive digital audience, with approximately 700-800 million smartphone users. Over 90% of them consume short-form video content regularly, often several times a day. This shift, he noted, is redefining how brands connect with consumers.

“Short-form video is not the future; it is the present,” Jain emphasized, urging brands to prioritize this format in their marketing strategies. He pointed out that nearly half of all business purchase decisions are influenced by such content, making it a crucial touchpoint for marketers.

The role of vernacular languages in digital communication has grown exponentially, Jain said, adding that unlike a decade ago, when the internet catered primarily to urban, affluent, and English-speaking users, today’s audience spans tier-2 and tier-3 cities, where vernacular languages dominate.

“Vernacular is their primary mode of communication. If your Tamil audience is consuming content, it’s likely in Tamil first,” he explained while urging brands to craft campaigns that are not just translated but tailored to regional sensibilities for maximum impact.

India’s creator economy is flourishing, with more than 5 crore creators contributing to platforms like Moj and ShareChat, he said and highlighted the blurred lines between content consumers and creators, a trend that brands can leverage.

“Today’s audience trusts regional creators more than mega-celebrities. Nano and regional influencers offer authenticity and relatability that resonates deeply with local audiences,” he said.

Brands that invest in localized campaigns, with unique storylines for each region, see significantly better results, Jain added.

Challenging the traditional focus on major festivals like Diwali, Jain stressed that India is “always celebrating.”

With diverse cultures and regional festivities, brands have the opportunity to engage with consumers year-round.

Platforms like Moj and ShareChat capture these micro-moments, providing brands with insights into engagement spikes during regional events. “Don’t reserve your budgets for just one mega event. Be present throughout the year to tap into these moments,” Jain advised.

Jain also highlighted ShareChat and Moj’s investments in brand safety and creator support, ensuring a robust ecosystem for both users and marketers. From creative tools for content production to real-time cloud services for seamless consumption, these platforms are enabling a dynamic digital economy.

With over 1.3 million short-form videos created daily on Moj and ShareChat, the platforms are setting benchmarks in user engagement and profitability, he said.

“The internet today belongs to India’s heartland,” Jain concluded, urging brands to adapt to the evolving digital narrative.