Vivek Oberoi's guide to social media success

Brut India

"Youth today still believe that they have less money and more time." Vivek Oberoi explained how content is becoming the king of social media these days. He was speaking at India Global Forum Middle East & Africa.  Brut India is its culture partner.

Transcript

00:00Content is king, and time is the new currency.

00:02Oh, social media, making life hell.

00:04This has become a potentially $10 billion industry.

00:08Social media sometimes can be a challenging place,

00:12and especially when it comes to,

00:16when you're trying to build your brand,

00:19your social presence, and your social image.

00:23What are some of the challenges that you faced

00:27with regards to these topics?

00:29I'd like to focus more on the mental aspects of challenges,

00:33and not starting with the whole negative tirade,

00:35because there's a lot of people who are like,

00:37oh, social media, making life hell,

00:39but social media can do a lot of good, too.

00:42But when you're setting up your social media,

00:45the first question you have to ask yourself is,

00:47what do I want this exercise to do for myself?

00:49Whether you're a company, whether you're an individual,

00:51what do you want to gain out of this?

00:52Are you trying to monetize this social media?

00:55Are you trying to be a content creator

00:56and make money as you sell it?

00:58How do you innovate on that?

00:59How do you become a clutter breaker?

01:01What makes it go viral?

01:02What do people want to see?

01:04So the two primary differences I realized

01:07is that one is taking an approach which says,

01:10what do people want to see?

01:12And the second is saying an approach which says,

01:14what do I want people to see?

01:16I think if you're building a brand,

01:18if you have a communication tool through social media,

01:20like most of my companies do,

01:23then it's about what we want them to see.

01:25And then if you're a content creator

01:26you're just looking to monetize people's time

01:29because that's what it is.

01:30Content is king and time is the new currency, right?

01:33So the whole idea is, how can I grab more eyeballs,

01:37capture more time?

01:38Because unfortunately a lot of the youth today

01:41still believe that they have less money and more time.

01:45As they grow older they'll realize it's inverted, right?

01:49So time's easily spent.

01:51It's an easily spent currency.

01:52But if I told somebody for every five minutes

01:54of watching Instagram, you had to pay $5,

01:58they would stop.

02:00They would be very focused on what they're spending

02:01their time on because they haven't found the equation

02:04of time equals to money yet.

02:05We learn ROI, we learn ROE, return on equity,

02:08return on investment, but we don't learn roti.

02:11What kind of disturbs me is that now we have people

02:15who only depend on social media and content creation

02:19on social media as their career.

02:22Why is it disturbing?

02:23I can just sit at home, create content,

02:25be an influencer, talk about makeup, talk about only.

02:29It's not entirely true, to be honest.

02:31I mean, if you look at, have you read about

02:34what's happening in the short form content world

02:37which is emanated from social media?

02:39So if you look at Kuaishou, which is a billion dollar story

02:44with micro dramas.

02:45Now, how does a micro drama formula work?

02:48It's 30 to 120 seconds, an episode,

02:52multiplied by 100 episodes for a story.

02:55Now, when I go through a script like Inside Edge,

02:59which is written for 40 minute content pieces,

03:03for us to bring in cliffhangers that keep you hooked

03:06to say, oh my God, I got to watch the next episode,

03:08it's very difficult to keep that creativity.

03:10They have to do it every 120 seconds

03:13because in the first 10, you're hooked,

03:15you want to watch the next one,

03:16and then you start paying from, I don't know,

03:1850 cents, 20 cents, 10 cents to consume each one.

03:23Now, this has become a potentially $10 billion industry

03:26as we speak today.

Category

Transcript

Recommended