Pampered Audience & Awestruck Brands: A Nepali Saga!

Fast connectivity and affordable smartphones brought about, probably, the biggest paradigm shift in content creation and consumption. In the dynamic realm of digital content creation, where the competition for audience attention is fiercer than ever, the role of the empowered audience cannot be overstated. As explored in my earlier article, the landscape of content creation in Nepal has undergone a profound transformation, driven by the easy access of digital platforms and content creators. Not just that, there seems to be a continual clash at the intellectual level between the content creators of today and yesterday. Content creation hasn’t just been democratized, so has content consumption. Today, thanks to the internet, and it's a cliche, the world is just a small town if not a village. And, amidst this vast library of content, audiences find themselves in awe, staring at the screen full of suggestions powered by data science and artificial intelligence. A kid at a candy store comes to mind.

Audiences, at the nexus of choice and confusion, not only wield an unprecedented power but also face the challenge of navigating a plethora of options; the Netflix saga of the COVID-19 days is an example. Despite the volume of content being almost unlimited, the time a person has is limited and it's natural for each person to make sure every second spent on the screen is enjoyable for them. Brand managers and advertisers sometimes seem to gawk at the myriad of customer personas, that the diverse content choice has created.

Audiences, a decade back, were forced fed with certain contents selected by the producers and hindered by the geographical borders, and are now overwhelmed with the vast choices they have. The empowered audience in Nepal is a force to be reckoned with, characterized by their discerning tastes, diverse preferences, and insatiable appetite for content. With the freedom to choose from an ever-expanding array of options, audiences are no longer passive recipients of content but active participants in shaping the digital narrative. However, this newfound freedom comes with its challenges, as audiences are often drawn to content that appeals to their emotions rather than what may be objectively best for them. Additionally, Nepali audiences now have unhindered access to content created in any part of the world, and it has contributed to the creation of the other variety of challenges.

Let's take the wave of Nepali stand-up comedy a few years back. It seemed as though, Nepali comedy was headed for a bright future, soon. Young people, street language, making fun of day-to-day lives and issues, cafes, YouTube, Facebook, television, everywhere were stand-ups. Nepali audiences acquired a taste for stand-up comedy and migrated to freely available Hindi and English stand-up comics, leaving Nepali stand-up comics limited to a few television shows and a few live shows. This is just an example and there are thousands if we get deeper. This content-sans-frontier has benefitted Nepali content creators too - Badal Barsha Bijuli's mania in TikTok and FB/IG reels of last year, which broke into the mainstream Indian entertainment industry is an apt example. However, not all brands could leverage on that even in Nepal. This has enhanced the audience’s taste. The audience wants more and as they understand their time is as valuable as money, they want better content, something that resonates with them.

In the digital age, audiences are pampered with many choices, each vying for their attention and engagement. This wealth of options can be both a blessing and a curse, as audiences grapple with the paradox of choice – the more options available, the harder it becomes to make a decision. In this environment of information overload, audiences may find themselves overwhelmed and paralyzed by the sheer volume of content at their disposal. And thus mushrooming of micro-communities with unique tastes and interests.

Moreover, the democratization of content creation has led to a proliferation of content genres, styles, and formats, further complicating the decision-making process for audiences. From short-form videos to long-form articles, and podcasts to livestreams, audiences are bombarded with a dizzying array of content options, each competing for their precious attention.

In this context, advertisers and content creators face the challenge of capturing and retaining audience attention amidst the noise and clutter of the digital landscape. A similar demography now consists of dozens of interests and habits, all thanks to the proliferation in content creation. By understanding their target audience's nuanced preferences and behaviours, advertisers can craft campaigns that resonate on a personal level, cutting through the noise and forging meaningful connections with Nepalese consumers. Sadly, given the population of the country and the range of content our audience consumes, brand managers and advertisers are bound to struggle to grab a single second worth of eyeballs in the days to come.

Looking ahead, the empowered audience will continue to shape the trajectory of Nepal's digital content landscape, driving creators and advertisers to innovate and adapt. By acknowledging the complexities of audience behaviour and preferences, stakeholders can navigate the digital content landscape with confidence, delivering content that captivates, informs, and inspires audiences across Nepal and beyond.