Firework launches initiative to help brands adopt vertical videos on websites, apps

One of the notable trends in 2020 was the surge in short-format vertical videos, emerging as the path with the highest brand engagements. Given India’s transformation into a mobile and video-first nation, there is a compelling need to integrate vertical short-format videos into every brand’s marketing strategy.

Firework, a Silicon Valley-based short video stories platform, has announced an initiative to assist Indian brands in adopting vertical videos on their websites and apps at no cost. The offer includes the creation of Open Story Pages for businesses, allowing up to 10,000 video views with over 25 streaming hours, the incorporation of the latest interactive story units, and covering the hosting costs.

Joyce Andrade, Head of Business Operations at Firework India, emphasized the global need for meaningful customer engagement, highlighting the significance of mobile-first vertical videos in shorter storytelling formats. With the increasing popularity of this category, Firework believes that Indian brands have a substantial opportunity to stand out and gain a significant share of voice. The initiative aims to provide exactly that for the 100 selected brands.

Andrade mentioned, “We have seen engagement go up by 65% and increase sales by 35% when brands use vertical videos to showcase their products and services.”

Over the past year, Firework has formed strategic partnerships that offer substantial reach in India. Collaborations with Google Discover, leading telecom operators like Vodafone, and traditional publishers like NDTV have established meaningful customer touchpoints, aiding brands in discovery and engagement. Furthermore, Firework ensures a brand-safe environment through content moderation that aligns with Indian sensitivities.

In addition to the initiative, Firework has introduced Pro and Enterprise plans, providing even higher video views and enhanced capacity to maximize the impact of brand campaigns.