The way people consume content in India is constantly evolving not just across platforms, but across moods, locations, languages and moments. With increased screen time, shifting attention spans and the rise of hyper-personalised content, brands today have to be quicker, smarter and more relatable than ever.
At RedCrabs Creative Works, a leading digital marketing agency in Hyderabad, we stay close to where the audience is in their scrolls, their searches and their shares. Here’s what we’re seeing across the board in how Indian audiences are engaging with content right now and how you can make your brand part of that story.
1. Short-Form Video is Still on Top But Nuanced Content Wins
Reels, Shorts these formats are everywhere. But the content that performs best now is less about chasing trends and more about tapping into specific communities and real-life experiences.
- Students are engaging with content around study tips, personal development and humour they can relate to.
- Urban young adults are consuming productivity hacks, financial tips and authentic storytelling.
- Regional creators are building powerful micro-communities with native-language content.
Brand takeaway: You don’t need to be loud. You need to be relevant. Speak directly to a defined audience and keep it honest. That’s how we deliver the best digital marketing services that truly connect.
2. Long-Form Isn’t Dead It’s Just Selective
While short-form video dominates, long-form content is quietly holding its ground especially when it delivers depth, storytelling, or real value.
- YouTube continues to attract viewers for detailed explainers, stories and vlogs.
- Blogs with practical insights, reviews, or strong opinions are still getting read.
- Audio content like podcasts is building loyal listeners, particularly in regional and conversational formats.
What this means: If your content has something meaningful to say, people will give it time but it has to earn their attention early. As an online marketing agency, we help brands develop long-form formats that are worth the scroll.
3. Mood-Based Content Is Getting Better Engagement
People aren’t just watching content they’re watching content that matches their mindset at that moment.
- Relaxing, aesthetic content is performing better during slower hours of the day.
- Informational or inspiring pieces tend to work well in the mornings and early work hours.
- Feel-good, emotional, or humorous content tends to trend in the evenings and on weekends.
Brand opportunity: Design your content calendar with your audience’s emotional and mental patterns in mind not just peak time slots. That’s a strategy we use often as a digital marketing company in Hyderabad delivering high-impact content.
4. Regional Language + Relatability = Stronger Reach
Content in local languages isn’t just a rural strategy anymore it’s mainstream. From metros to smaller towns, people are choosing creators and content that speak their language and reflect their daily life.
- Posts that use colloquial terms, local humour and real-world references often outperform polished campaigns.
- Audiences trust voices that sound like theirs even if they’re shot on a phone, not in a studio.
- “Raw and real” beats “clean and perfect” especially on social-first platforms.
What brands should do: Speak the language. Drop the jargon. Use real people. Keep it rooted. At RedCrabs, we’ve seen how localised content crafted by our team creates deeper engagement for brands across India.
5. Consumption is Fragmented but Intentional
Gone are the days when people stuck to one platform. Now they bounce between formats and apps but they’re intentional in how they do it.
- Instagram for quick entertainment or light updates
- YouTube for detailed content or background video while multitasking
- Twitter/X or LinkedIn for news and opinions
- OTT platforms for immersive, story-driven experiences
The catch: Brands need to stop repurposing one piece of content across all channels. What works on YouTube won’t land the same on Reels and vice versa.
What to do instead: Meet the audience where they are, with content made for that platform, in that specific moment. Our content team at RedCrabs one of the top-rated digital marketing agencies in Hyderabad specialises in platform-native storytelling.
In Summary: It’s Not About More Content It’s About the Right Content
Today’s Indian content consumers are smarter, more selective and driven by relevance. They want to feel seen, not sold to. They engage with content that reflects their lifestyle, emotions and ambitions not just the latest trend.
So whether you’re a growing brand or an established name, the focus needs to shift from visibility to meaningful presence.
Looking to build content that truly connects with your audience? Explore our best digital marketing services at RedCrabs Creative Works the digital marketing company in Hyderabad that understands what people want to watch, scroll, and share.
