Myntra on Thursday said it has introduced Myntra Minis, its short-form video platform, to provide customers with a detailed, cinematic, and all-around look of the items they are considering for purchase.
The feature, which is a part of the 18th edition of Myntra’s marquee fashion festival ‘End of Reason Sale’, has been rolled out to over 70 per cent of existing users and is available on the Home Page, Beauty Page, and Myntra Studio, with plans in the pipeline to add it to all category pages.
“The presence of short-form video content on social media has disrupted the way fashion, beauty and lifestyle content is consumed across the globe,” Myntra said in a statement.
Myntra Minis will utilise the opportunity to marry engaging visuals and dynamic content, adding another intuitive way of immersive shopping on the platform. Led by a bevy of popular creators, each snackable video comes with an integrated product tray that customers can interact with and browse for a particular product that they can later purchase from the same page, without any further assistance.
“Almost every product category across Myntra is eligible for this feature, with segments like men and women’s ethnic, men and women’s western, beauty and personal care, and home decor being a few sought-after ones. With the emergence of Myntra Minis, customers can now have a detailed, cinematic, and all-around look at the presentation of items they are considering, and purchase them directly, making the overall shopping experience on the app much more seamless,” it said.
Currently, 80 per cent of the existing videos are under one minute in duration, with over 10 per cent aimed to be within the 2 to 3-minute mark. The overall length and format of each video depend on the type and number of products highlighted.
Arun Devanathan, senior director (social commerce) of Myntra, said, “We are excited to launch Myntra Minis, an industry-first feature that combines the engagement of short-form content with the convenience of inspiration-led instant shopping. As we go deeper in building for our thriving base of young, trend-first shoppers, snackable videos that help them in their discovery of trends and brands felt like a fitting feature to introduce, especially as it gains popularity as a preferred content consumption medium.”
The short-video format is being adopted by brands as it helps them reach larger audiences by highlighting their key messages within a couple of minutes. So far, more than 5,000 videos have been uploaded, with 1,000 of those being directly created by the brands themselves. The consumption of short-form content gaining immense popularity among millennials and Gen-Z in tier-2 and 3 towns, in addition to larger metropolitan areas.
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