The razzmatazz and money associated with the Indian Premier League has been well documented and the title sponsorship of the event is an indicator of the eye-popping valuation the franchise-based league enjoys. From Rs 200 crore to Rs 2,199 crore, the title sponsorship fees for the league has seen an exponential growth.

Talking to Moneycontrol, Prateek N Kumar, CEO and MD, NeoNiche, an experiential and digital marketing company, said this eleven fold increase has coincided with the massive growth seen in mobile data infrastructure.

Along with the growth in fees, the cricketing event has also seen more brands interested in getting the title sponsorship deal. Companies as diverse as DLF, Pepsi and Vivo (present sponsor) have been associated with the event as the title sponsor.

“DLF was almost synonymous with the IPL in the initial years. With a large audience and viewership across the country, DLF asserted itself as a trusted brand among the Indians,” said Kumar.

But “during this time period (2008-2012), the company witnessed a downturn in sales and was looking to reduce its debts (approximately Rs 227 billion) by selling various assets in March 2013. So, they went against renewing the deal,” Kumar added.

In came Pepsi but its association with the cash-rich league did not prove to be beneficial for the brand.

When IPL got mired in the match fixing controversy in 2013, it resulted in negative publicity for the league.

“The Rs 3.96 billion (Rs 396 crore) deal with Pepsi signed in 2013 was almost double of the first 5 seasons before Pepsi reportedly pulled out of the 5-year deal in October 2015 and paid only Rs 2.38 billion (Rs 238 crore) for the 3-year sponsorship deal because of the substantial controversy involved in the match-fixing scandal,” he said.

Later, the Board of Control for Cricket in India (BCCI) transferred the sponsorship rights to Vivo for Rs 190 crore for the 2016 and 2017 seasons before going on to seal the rights with a winning bid of Rs 2,199 crore for the next five seasons.

Brands like Zeven, Performax, Daikin and Rupa, who are looking to expand their presence in the Indian market, are currently driving the sponsorship market. Earlier, companies like Hero MotoCorp, Panasonic, Fly Emirates along with more consistent sponsors like Reebok, Adidas, Royal Challenge, India Cement and Nokia drove the sponsorship market.

According to Kumar, earlier brands were either international or domestic leaders in their industry but the current trend seems to be pursuing a new norm.

“Companies with a rich-heritage are often considered the most trustworthy and dependable brands. However, the brands driving the current sponsorship environment are focused on improving their brand image and reach to establish themselves among the local people,” he explained.

The sponsorship game for IPL has seen a sea of change. This year, many new companies have come on board but Kumar said that brands should take a closer look at their target market and region to identify the best way to optimise ROI . If planned well, brands can look at sponsoring on an OTT platform that is region-specific to reach their target audience.

Also, with the rise in viewership of the league, sponsorship rates have also gone up.

“Legacy brands can afford to be sponsors but startups and tech-based companies with low profit margins companies such as GoIbibo, Karbonn, Oxigen wallet, etc, will find it to be a pinch in terms of their marketing budget,” he said.

Over 100 brands have been associated with the IPL over the years but very few companies have stayed around for a long duration.

“IPL sponsors mainly come in the form of title sponsors and team sponsors (visible through branding on the front, back and sides of jerseys). Mostly due to the extravagant amount of marketing required for a campaign, companies have found it difficult to utilise their marketing budget on other activities,” said Kumar.

Brands like Reebok, Adidas, Aircel, Nokia, UltraTech Cement, India Cement, Gulf Oil, Royal Challenge, DHFL and Videocon D2H are some companies who have been associated with the IPL for over seven years.

This year, according to Kumar, the “main differentiator is the availability of OTT advertisements in regional languages, which will help brands reach their target markets more effectively.”

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The Indian Premier League (IPL) has been growing with every iteration from its inception in 2008 and has become one of the most celebrated Twenty20 match formats in India. With some of the biggest players in the world joining in with local up-and-coming talent, the IPL has garnered both Indian and international audiences. According to BARC data, the first three games of IPL 2019 witnessed a 31 per cent surge in viewership as compared to last year.

This massive audience can be the perfect opportunity for brands to position themselves and maximize their reach. Since we’re in the age of analytics, it would be a crime to leave out social media stats as well. In the month building up to IPL 2019 (20 February – 21 March), there were a total of 73,400 mentions and in terms of pure mentions across platforms and engagement stands at a whopping 1.1 million according to Talkwalker, a prominent social media analytics company based in Luxembourg.

So when it comes to India, one thing to keep in mind is that cricket has no language. It’s our nation’s favourite and most popular sport. In terms of revenue generating potential, Star India Pvt Ltd understood the capabilities and won the rights to the IPL. Last year, Star India aired the IPL final in eight languages across 17 channels.

According to the BARC data analysed by Insidesport.co, 22 per cent of the viewership for IPL has come from regional language feeds. These statistics establish how Star India has been able to expand into, and open regional markets well than previous IPL seasons on the Sony Pictures Network.

In fact, it is such a big opportunity for advertisers that Star TV has requested permission from the BCCI to broadcast political advertisements during the telecast of the games. While the IPL takes place from 23 March to 19 May, Lok Sabha elections are scheduled between 11 April and 19 May. For many political parties, this is a one-of-a-kind opportunity to connect with voters all across India.

Coming back to brands and advertising, another aspect to consider is the evolving arena. Consumers are now watching IPL content on OTT platforms such as Hotstar, SonyLiv, etc. Star India said it would offer targeted ads on its video streaming platform – Hotstar for IPL 2019.

As the viewing experience has diversified, advertisers are also changing their focus by using analytics to reach their TG with more relevant content. Broadcasters are increasing their efforts to take advantage of regional markets by targeting demographics on different platforms with different content as well.

But purchasing ad space during the IPL is not for every advertiser. Only the most successful and premium brands are able to buy the coveted space of 10-20 seconds. So in turn, the question doesn’t come down to national or local advertisers but rather tech brands and non-tech brands.

A majority of ads during the IPL (more than 60 per cent ads) on TV and OTT platforms are tech ads. Companies like Swiggy, Paytm, Netmeds and Make My Trip utilise these ad slots on mainstream media to drive interaction their own digital platforms.  

Another key factor when it comes to advertising is actually the year. The ICC World Cup will also take begin in May 2019 and hence ads on the IPL and World Cup 2019 may be seen as a double-edged sword. If well strategised, brands can take advantage of the opportunity to gain maximum traction during these mega events. On the other hand, if unplanned, ad budgets are likely to dwindle leaving sub-standard visibility during only a single event.

For brands not considering a direct tie-up with broadcasters, IPL fever can still be used to your advantage. If budgets are low, consider piggybacking on hashtags and contests to increase visibility and engagement. If adequate budgets are available, on-ground activations at stadiums can be a gold mine creating buzz amongst the attendees and connecting with your audience on a one-to-one basis.

Similar to the IPL teams competing against each other, brands are starting to compete against each other for ad slots. Being one of the biggest opportunities to reach audiences across the country, brands are likely to bid against one another for a coveted piece of the IPL pie.

(The author is CEO and MD at NeoNiche. The views expressed are his own and Indiantelevision.com may not subscribe to them.)

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Two years ago, certain comments by Snapchat CEO Evan Spiegel on India had social media aficionados not just trolling Snapchat, but also the e-commerce site Snapdeal. Almost a decade back, controversial ads by the innerwear brand Amul Macho had consumers confused and outraged over why dairy giant Amul had to sell innerwear and resort to cheap theatrics.

Brand confusion in consumers’ minds is rampant and impacts brands in multiple ways.

According to CompuMark, an agency for trademark research and protection, almost 74% of brands globally have experienced some form of trademark infringement due to the existence of other brands with names that sound similar. CompuMark estimates show that 44% of brands that have encountered trademark infringement have identified customer confusion as the biggest after-effect, while 40% have spoken of revenue loss. In this day and age of social media, this loss is immense.

“Amul had to face challenges when Amul Macho was launched. This creates ambiguity in consumers’ minds. Frustration and confusion of consumers, loss in brand loyalty and effect on brand recall are other factors that impact a brand. The confusion happens as Indian consumers get easily swayed away by emotion and the understanding of the brand identity is low. Being emotionally swayed can cause a rage on social media,” says Saurabh Pacheriwal, co-founder, Gemius.

When hashtags reign supreme, similarity in brand names often gives way to hashtags trending for the wrong brand, causing a big drop in the image, says Ashish Shah, founder and CEO, Vertoz.

According to Prateek N Kumar, CEO and managing director, NeoNiche, what lies at the centre of such controversies is the innate fear of missing out (Fomo). “Usually, someone starts the topic with a trending hashtag, fact-checking takes a back seat and the wildfire creates an equivalent of internet Chinese whispers.”

Experts feel a lot of “confusion” also happens due to meme marketing tactics. “Probably, it could be that someone somewhere just wanted to have fun and started the whole thread of conversation, dragging in another brand. No one can ever clarify this. With a lot of fake content being shared, it is very quick to start and spread rumours. And when such brand confusion happens, people who are reading about it are more interested from a fun point of view or seeing how innovative the meme being circulated is,” says Sonam Shah, founder and CEO, Treize Communications.

Brands need to speak out and clear consumer doubts over their names. Brands should firstly consolidate their public image, feel experts.

“This can be accomplished by running branding campaigns and delivering the relevant brand communication to the right audience, at the right time, which improves brand recall,” says Shah from Vertoz, who adds that programmatic advertising, which relies on algorithms to purchase and sell ads real time, can be a great tool in managing ad strategies. “The specific targeting that programmatic provides can be a boon for brands to reach out specifically to the people that are most affected by the miscommunication of brand identity.”

Another way of addressing such situations is to come out quickly and build a funny brand story, feel experts.

Says Shah from Treize, “The brand (in this case MS Excel), should come up with an interesting comeback in the form of a video and join in the fun while addressing the issues. It should be a mix of both fun and education wherein they express the issue and explain the difference.”

Agrees Kumar, who feels brands need to build a funny story around their ethos and use social and traditional media to dish out this story. “MS Excel can, for example, talk about its multi-cultural background and weave it with humour by saying something like MS Excel is a good spreadsheet which can capture the misplaced statistics of this fallout with a trending hashtag of their own like #5FactsaboutMSExcel, etc.”

A customary email by the brand clarifying their position and stating that they are not under the radar can also mitigate the crisis, say experts.

BATTLING THE NEMESIS

Almost 74% – Of brands globally have experienced some form of trademark infringement due to the existence of other brands with names that sound similar

44% – Of brands that have encountered trademark infringement have identified customer confusion as the biggest after-effect

40% – Have spoken of revenue loss

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Over the past year, NeoNiche Integrated has encompassed the entire integrated solutions spectrum. From working on experiential marketing campaigns, to events powered by technology, NeoNiche Integrated has created several memorable experiences for clients including Amazon, ICICI Bank, Siemens, and several others.

Speaking about the win, Mr. Riyaz Khambati, Head Operations Experiential Delivery, NeoNiche Integrated said, “This award is definitely well deserved, and I believe it is a result of our customer-centric approach. At NeoNiche Integrated, we always strive to ‘wow’ our clients, and have delivered events that speak for themselves. The experiential market in India is growing steadily, and such recognition from a body of repute such as IBC InfoMedia, further highlights that we are on the right path, and motivates us to work harder.”

India’s No1 Brand Awards is a flagship award series by IBC InfoMedia, (a division of International Brand Consulting Corp, USA), an independent media, global branding and brand consultancy company.

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South African billionaire Elon Musk says “Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But a brand is simply a collective impression some have about a product”. I tend to agree with Elon. Brands are people too. And just as human behaviour leaves a lot of scope for judgements from fellow humans, brands too are subjected to constantly varying perceptions and judgements. Like people who are conspicuous in their absence, these brands are easily forgotten if they are just one in the crowd of many.

Every brand comes with an intent to stand for certain qualities that need to be highlighted, Experiential Marketing is helpful in enhancing customer perception of the brand towards the qualities of the brand that we wish to project, rather than it being perceived due to uncontrolled exposure. Organisations are using experiential marketing so they can create a strong customer-brand connection and highlight desirable values that capture the brand’s essence and drive loyalty, word-of-mouth and the persona of the brand in a direction that we champion. While there is not much empirical research on the impact of Experiential Marketing, in my professional expertise in Experiential Marketing, I have understood that consumers are looking for unique and distinct qualities that will act as a key differentiator which we wish to highlight as the core perceived essence of the brand.

While traditionally the product value to the brand perception journey has been laced with product packaging strategies and pricing games, the emerging trend for competitive advantage is to put experiential marketing on the top of the game. In my opinion, consumers are now looking for an extra dose of personality that stimulates sensations and evokes emotions, rather than something that barely meets the need.

Research unravels that in experiential interpretation, the interaction between a subject (the consumer) and an object (a product, an event, a person, an idea) within a given context originates the consumption experience, and the companies benefit from this set of interactions. With the advent of social media and digital advertising, media outreach has become easy and affordable, however, every brand is looking for an extra edge to move beyond. Experiential Marketing provides that extra edge of personalisation and ensures a rounded experience.

Even in the experiential marketing sphere, we have constantly innovated over time. Traditional singular experiential marketing tools are a passé, the space now is for integrated marketing communication with a healthy mix of all media elements to drive consumer perception. Constant reinforcement of brand values through integrated approaches to experiential marketing that forms a healthy mix of digital media, print, social media and public relations, not just to complement but to enhance the desired brand value that we wish to project.

With the passage of time, our ideas are evolving into a more collaborative sphere and experiential marketing is at the helm of it. We are designing a web of experiences through experiential marketing. We need to deploy a healthy marketing mix with experiential marketing… truly, in the experiential elements space, the future is together.

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The prestigious awards were presented by Dr. Aquil Busrai – Chief Executive Officer, Aquil Busrai Consulting along with Ms. Nisha Jamvwal – Columnist, Luxury Brand Consultant, Television, Influencer, Blogger, Social Activist, Craft Crusader, and Accessibility Crusader.

Commenting on the achievement, Mr Prateek N Kumar, CEO & Managing Director, NeoNiche said, “This victory at the ET Now Stars of the Industry Awards is a testament of the disruptive day-to-day operations we conduct at NeoNiche. I am really proud that we concluded 2018 by winning 2 awards and would like to credit my clients and my team mates. We hope to continue our journey with the same fervour and by achieving greater milestones in 2019”

Valay Lakdawala, Director, NeoNiche said, “The financial year of 2018 has been a rather enlightening journey for all of us at NeoNiche, with over 392 campaigns that have been successfully curated for more than 60 brands. These awards will only serve as motivation to our passionate team that is working day and night, behind the scenes, and will be instrumental in providing a greater push for me to aim higher to end the year with a blast”.

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The prestigious awards were presented by Aquil Busrai – Chief Executive Officer, Aquil Busrai Consulting along with Ms. Nisha Jamvwal – Columnist, Luxury Brand Consultant, Television, Influencer, Blogger, Social Activist, Craft Crusader, and Accessibility Crusader.

Commenting on the achievement, Prateek N Kumar, CEO & Managing Director, NeoNiche said, “This victory at the ET Now Stars of the Industry Awards is a testament of the disruptive day-to-day operations we conduct at NeoNiche. I am really proud that we concluded 2018 by winning 2 awards and would like to credit my clients and my team mates. We hope to continue our journey with the same fervour and by achieving greater milestones in 2019”

Valay Lakdawala, Director, NeoNiche said, “The financial year of 2018 has been a rather enlightening journey for all of us at NeoNiche, with over 392 campaigns that have been successfully curated for more than 60 brands. These awards will only serve as motivation to our passionate team that is working day and night, behind the scenes, and will be instrumental in providing a greater push for me to aim higher to end the year with a blast”.

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After two years of flat performance, advertising industry got back in its game as it recorded 12% increase in the ad spends last year. Digital and Outdoor witnessed a major hike in the ad revenue during the festive season, while TV and print were the laggards.

2018 was a roller-coaster ride as the festive season began with the value of Indian currency deprecating, petrol price soaring up, and with Kerala witnessing its worst calamity during Onam, which is the beginning of festive season. The industry picked up its game in October with Ganpati and then followed Diwali, India’s biggest festival, and the results turned out to be in sync as experts predicted..

With demonetization paving in its way, 2016 turned out to be flat and as our economy was still recovering from demonetization, in 2017, GST brought us back to square one while 2018 began on a slightly low note, the second-half turned out amazing. And with IPL and elections coming up, experts are optimistic for 2019 and expect a higher growth of at least 12% in ad spends during the year.

AdAge India spoke to several advertising experts to understand what does 2019 have in its bag for the most vibrant industry. According to Prateek N Kumar, CEO & Managing Director, NeoNiche, 2018 gave a wonderful opportunity to the startup ecosystem as the initiatives like Digital India and Make in India paved in, and he expects this ecosystem to grow even further this year.

Excerpts:

Q. How has the Indian market been for NeoNiche so far? New avenues/ ventures that you intend on taking in 2019?
The vast and highly competitive consumer market of India has attracted global business giants and MNCs to set up bases here. More and more foreign companies are investing in the Indian capital market to get better profits. The amount of the foreign institutional investments (FIIs) has already exceeded US$ 10 billion and is expected to rise further. We saw an opportunity to not only cater to them but also realized that Start-up Ecosystem was shaping up nicely in India with initiatives from Government supporting the environment with initiatives like “Digital India” ,”Make In India” Initiatives. Our understanding of the same helped us in staying ahead of the curve. Couple of sectors that we would look to consolidate in 2019 will be Education, Fintech and BFSI and will continue to drive innovation and more immersive experience for our customers.

Q. One marketing trend that would make big next year?
For online/digital space, we would be seeing more of AI and Machine learning backed personalized brand to person marketing campaigns while on ground marketing initiatives would take this further by “Crowd shaping” of immersive experiences.

Q. Do you think experiential marketing will be evolved enough to be called the ‘new age of marketing’?
The core element of “Experiential Marketing” is to engage all the senses of the TG in a “Brand Storytelling” that is memorable. Digital medium backed by broadband connectivity and smartphones have created an era where brands becomes effective by being less intrusive and more personalized. Experiential marketing helps in this objective.

Q. With digital and content getting larger by days, how do you think the media landscape will change?
Digital medium provides truly flatter world which helps brands reach large audiences and engage in one to one interactions. Contents which are stimulating, memorable and remarkable drives engagement and creates connection between Brands and their TG. Future is all about reaching the right audience, using the right channels, at the right time and driving conversation which are relevant. Surely the media landscape has changed and will change further.

Q. One area that your agency aims to grow big in?
We believe that the start-up ecosystem will flourish with ease of doing business and start-up friendly government policies; NeoNiche with its cost plus profit model is ready to expand in this area.

Q. How do you think voice and AI will change the media?
Voice technology is changing how consumers and businesses search for things they need. It has become more common to use the technology with smart devices and with the advent of virtual assistants like Alexa and Echo as well as Google and Apple’s voice-enabled Internet of Things (IoT) devices, more marketers are realizing that they need to consider how brands might use this technology in their marketing and advertising efforts.

Q. Will we see India following the global pace with experiential marketing?
India with its talent pool is quickly covering the gap with more technologically advanced countries and this is no different for experiential marketing.

Q. How should brands plan their marketing spends to achieve maximum ROI?
Today’s branding is a function of media fragmentation. More channels and more newspapers reaching out to diverse customer base makes it harder for marketers to reach a truly mass audience. The shift from ATL to BTL spending is in part the result of changing consumer attitudes; more sophisticated consumers demand relevant messaging that engages them in a dialogue, and which allows them to interact with the marketer through their preferred communication channels. At the same time, technology allows marketers to better target consumers, and to better track results and measure ROI of BTL campaigns.

Q. Do you think Indian brands are going wrong somewhere in terms of understanding the customers?
It would be unfair to say Indian Brands are wrong in understanding their audience, in fact, on the contrary, more often than not Indian brands have been successful to understanding the changing media landscape and consumer behaviors and are moving to omni channel and more integrated approach to engage with their audience.

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Prateek N Kumar, CEO & MD, NeoNiche talks about HR processes, engagement and hiring the right set of people.

Several reports suggest that Indians are the most hardworking employees across the globe, how important is employee engagement. Is engagement losing its meaning nowadays?

Employee engagement is critical for the survival, growth and strategic advantage of the business. There is enough research already done to suggest that a disengaged employee can result in revenue loss and an actively engaged group of employees can actually make a business grow faster than the competition. Therefore engagement remains an important goal that we actively pursue. Engagement can never lose meaning unless you run your organization with robots or treat your employees like robots!

How often do you measure employee engagement? And what to do after that?

Formally, we measure it once a year during our employee offsite when we conduct an externally anchored, confidential survey. However, we very actively look for signs of engagement or disengagement during our monthly 1O1 process and take active steps to sort out any issues. The annual survey results in a Stratcom managed and delivered action plans. The regular checks result in quick corrective actions like more active mentorship, role changes, career and/or compensation growth etc.

How has the role of HR changed in an organization in terms of hiring as well as management?

Talent Acquisition, Engagement, Development and finally managing performance is core to the existence of an HR Department. Any failure in performing any of these roles well will result in organizational vision failure. We must, however, be mindful that HR is a subject matter expert working on designing and enabling processes. Embedding the HR processes and making them live is the Business leader’s job. The critical manner in which HR role has changed in our case over the last 18 months of Talent Transformation is that HR is leading the strategy formulation in the organization. All the functional goals take shape as an outcome of our Strategy Retreat in April.

How strong is the role of HR in today’s world considering the fact that quite a few decisions are taken by top management? Is it HR or top management that decides on what to go ahead with?

That is an interesting question and assumes that HR is not part of top management or strategic leaders which is not true. HR is very much part of the leadership team. However, HR has to earn that seat on the table, same as any other function. In our case, we have co-opted Industry HR Veterans (all erstwhile HR Heads of Fortune 500 companies) into our Stratcom who advise, guide and facilitate strategic decisions at NeoNiche.

What will define organizations of the future? Is it going to be around the employees that are engaged, or will it be around competitive hiring or what?

You are asking a buy or build question. I believe both questions are important. Buy is for the short term talent need after that build kicks in. One must have the capacity to attract great talent and hire them in the right roles. However, this process only feeds into the engagement, development, and performance processes. Finally, only the lasting performance over a significant period, of these new hires will grow the business profitably. Organizations of the future will be those who instill a sense of purpose in people and convert their careers into a calling!

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Video is the ‘BIG’ thing today, undoubtedly, and will be, given the volume at which it is getting produced each day by millions of online users. While video marketing has witnessed exponential growth in the advertising and marketing industry, we, the daily users do not miss an opportunity to take one and upload as one of our stories on Snapchat, Instagram or Facebook.

With the rise in video, the most benefited is the content creator community as it is the one way they get their audiences engaged with top-notch content and make it popular online. Also, on the hindsight we can witness an intense race among the platforms housing these creators including the likes of Youtube, Instagram, Snapchat and Facebook. While Youtube and Instagram are considered the go-to platforms for video-making, Snapchat and Facebook have been recently introducing various tools and features to lure the content creators and launching original content.

In October this year, Snapchat launched ‘Snap Original’s -the debut of serialised Shows, including its first formal slate of scripted Shows and Docuseries. Building upon its successful vertical video content platform designed exclusively for mobile, Snap is aiming to move mobile TV forward with series from some of the industry’s biggest names, including Bunim/Murray Productions, the Duplass Brothers’ DBP Donut and Brad Weston’s Makeready, as well as established film and television writers. The makers also bought ‘Discover’ to India- tailor-made for the growing community of Indian Snapchatters, through partnerships with nearly a dozen media brands. Snapchat has offered local publisher content in India. Discover partners will create made-for-mobile Publisher Stories and TV-like Shows for Snapchat, across multiple genres.

Early this month, while addressing media at Facebook India’s debut ‘Creator day’ edition in the country, the company’s Head of Product for Video Paresh Rajwat said the biggest trend that Indian digital industry has witnesses in consumer behavior, is rapid growth in adoption of video and that video has become one of the biggest drivers of engagement growth on Facebook. Facebook Creator Day reinforced Facebook’s continual commitment to support the publishers and creator community in India, helping them grow and monetize their videos on the platform by introducing ad breaks and Brand Collabs Manager.

Facebook videos VS Snapchat videos

While both platforms imbibe their strengths and specifics, it is their race to attract more number of creators for boosting videos on the platform has become the talk of the town. A study also reveal that Facebook has been losing more of the younger lot to Snapchat due to easily accessible services. Meanwhile, Facebook has been gaining lot more popularity from the elder generation who keep themselves glued to the videos in their feed. Echoing similar views, Neil Athayde, Group Account Manager, Chimp&z Inc believes that both are not really competitive with each other as they cater to different objectives. Like on Snapchat videos are consumed over their discover section, while a similar section to the same on Facebook is Facebook Watch than Facebook Videos.

Throwing light on the demographics for each platform,  Prateek N Kumar, CEO & Managing Director, NeoNiche shared that Facebook videos cater to a wide variety of audiences, while Snapchat Videos are youth-oriented as 60 per cent of its audience fall under the age group of 12-24 years. Snapchat videos have quirky decorating tools like emojis, bitmojis (personalized emojis), and stickers, apart from this, Snapchat also provides revenue generating tools like sponsored lenses, geo-filters and spectacles which helps it to monetize at the same time let the user customize the video. While Facebook videos either through FB Live or recorded ones are less customized in terms of visual appeal. Snapchat videos also hook the audience to check the platform frequently as there is a sense of fear of missing out (FOMO) as the videos disappear after 24 hours while FB videos are less addictive from this sense.

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