The past few years have witnessed a significant increase in internet penetration in rural India. Initiatives such as Digital India, affordable smartphones, and inexpensive data plans have made the internet accessible to millions. According to a 2021 report by the Internet and Mobile Association of India (IAMAI), rural internet users surpassed urban users, showcasing the rapid digital adoption in these areas.

It is time to utilize the media effectively for business growth.

I am no expert on digital media. However, from whatever I gather from the team, and keeping it limited to organic content sharing only, the different channels have their behavior and utility. While it is important to utilize all the channels, the type of content that the audience expects may differ.

YouTube: This platform is popular among rural content creators for sharing long-form videos. Awareness of culture, techniques, and local customs may be the content that rural entrepreneurs can post to get attention.

Facebook: Versatile and widely used, Facebook allows its users to share a mix of text, images, and videos. It’s effective for community building and reaching a diverse audience.

Instagram: With its focus on visuals, Instagram is used to share photos and short videos. It’s popular for showcasing local crafts, traditions, and personal stories, making it a perfect platform for rural entrepreneurs who focus on arts and crafts.

WhatsApp: Widely used for communication, WhatsApp also serves as a medium for content sharing and small-scale business promotions. However, it can be used only when the rural entrepreneur has access to the prospective buyer's contact number. I feel that our rural entrepreneurs need to be properly trained before starting to use WhatsApp. Otherwise, owing to its simplicity and ease of use, there is a high risk of misuse, especially with regard to privacy.

The nature of content also makes a huge difference in the endeavor's success. As MD & CEO of VFS Capital, having to interact with rural entrepreneurs regularly, and also as someone who likes rural India’s art and craft, I have looked at it from both sides. From my experience, I feel the types of content that will find the most audience and engagement are those made on topics as below:

Local Culture and Traditions: Showcasing local festivals, crafts, dances, and daily life can attract audiences interested in authentic cultural experiences.

Production Practices: Sharing innovative techniques, organic tips to overcome the mass production of machines, and success stories can attract both rural and urban viewers.

Craftsmanship: Highlighting traditional crafts, handmade products, and local artistry can garner the attention of potential customers.

Storytelling: Personal stories of resilience, community initiatives, and rural innovations can inspire and engage a broader audience.

From the feedback I have received, one of the biggest letdowns for the audience is if the content creator spends more time showcasing their economic distress than the value of the product. Mixing philanthropy with business may not be the best idea in this context.

As mentioned earlier, I wish to share more aspects of content creation in my forthcoming blogs. Until then, please share your views as comments.