In the first part of the two part interview, Srikanth Pinninti, VP Marketing of Myntra spoke about the company's brand approach and positioning on YouTube, content partnerships, usage of traditional media, among others. In the second part, Pinninti speaks about the approach to Facebook videos in comparison to YouTube, challenges faced on YouTube among others. Approach to Facebook MediaNama: How does your brand approach change on Facebook? Pinninti: There isn't much change between our approach to both the platforms. Facebook is increasingly becoming a great platform for distributing video. Our approach to content creation does not vary much on Facebook. Even on Facebook, you will see content, similar to YouTube like Look Good videos, Myntra trend stories etc. We push commercials and our advertisements. Perhaps the only difference in how the two channels operate is that YouTube works more like a broadcast channel. It is difficult and less geared for engaged whereas Facebook is however more geared for engagement. On Facebook, any piece of content that you put up the likes, comments, shares, all forms of engagement will travel along with it whereas on YouTube, if you put something out as pre-rolls and push it, the engagement around it does not travel with it. If your video goes truly viral, that’s when people talk about it. While YouTube is only video, with Facebook we create video and a host of other things. The creative devices available to you are little different. The way to look at it is that YouTube works…
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