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<ul><li>To celebrate its 25th anniversary in India, <keyword id="126895" type="General" weightage="80" keywordseo="mcdonald" source="Orion">McDonald</keyword>’s India - North &amp; East has launched #25YearsOfLovinIt campaign by DDB Mudra, capturing fun, light-hearted, feel-good moments that the brand is known for. </li><li>Featuring popular social media celebrities and real-life couple <keyword id="6837344" type="General" weightage="20" keywordseo="awez-darbar" source="Orion">Awez Darbar</keyword> and <keyword id="8196596" type="General" weightage="20" keywordseo="nagma-mirajkar" source="Orion">Nagma Mirajkar</keyword>, #25YearsOfLovinIt is a contemporary rendition and continuation story of McDonald’s memorable ‘Hum dono boyfriend-girlfriend hai kya’ campaign which struck a chord with its awe-striking appeal.</li></ul>From birthday parties to first salary treats, from getting together with family and friends over meals to all occasions big or small, McDonald’s has been a part Indian customers’ lives for the last 25 years. To celebrate this important milestone, McDonald’s India - North &amp; East has launched #25YearsOfLovinIt campaign capturing fun, light-hearted, feel-good moments that McDonald’s is known for. Featuring popular social media celebrities and real-life couple Awez Darbar and Nagma Mirajkar, #25YearsOfLovinIt is a contemporary rendition and continuation story of McDonald’s memorable ‘Hum dono boyfriend-girlfriend hai kya’ campaign which struck a chord with its awe-striking appeal. <div type="Youtube" id="Wxrgrp7lBs0" title="Celebrating 25yrs of Lovin It" thumbUrl="https://i.ytimg.com/vi/Wxrgrp7lBs0/mqdefault.jpg"></div> Commenting on the campaign, Rajeev Ranjan, Chief Operating Officer, McDonald’s India – North and East said, “We have had an amazing 25 years in the country. Bringing smiles to millions of our customers through our great tasting delicious menu offerings and providing delightful memorable experiences to our guests has been extremely satisfying. Our new campaign beautifully captures the nostalgia, the excitement, fun and the sheer joy of happy times spent by two friends meeting after 25 years at their favourite McDonald’s restaurant enjoying their favourite meal. Through the film we reinforce our promise of providing delicious feel-good moments easy for our customers, we are optimistic that our customers would relate to and love the campaign.” Conceptualized by DDB Mudra, the film opens up with a typical moment in this social media age, when Awez (male protagonist), accidently double taps on Nagma’s (female protagonist) old profile photo, reconnecting them after many years. Are they still ‘boyfriend-girlfriend? Or just two strangers? The new campaign brings out the moments of happiness when two friends reunite to relive their cherished memories over their favourite food at McDonald’s. Iraj Fraz Batla, Executive Creative Director, DDB Mudra North said, “I remember the excitement of the first ever McDonald’s opening up in India, right next to the college I ended up going to. 25 years on, I feel the same childish thrill when I’m near a McDonald’s. And as we celebrate 25 years of McDonald's in India, it’s the same thrill we capture using the characters who appeared in one of our most iconic films. While they reunite, we’re reminded how much they, McDonald's, and by extension all of us have grown over the years. After all for 25 years, McDonald's has been the place where happy memories are made." Spreading the joy of completing 25 years, McDonald’s India- North and East has introduced its Rs. 25 Menu. Customers have the option of adding McPuff/Small Fries/Small Sundae/Small McFlurry/Medium Drink and Iced Tea to any Extra Value Meal or Large Extra Value Meal at Rs. 25.

McDonalds India launches a contemporary rendition and continuation story of memorable campaign ‘Hum dono boyfriend-girlfriend hai kya’

<ul><li><keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">Influencer marketing</keyword> has been on the rise for the past few years.</li><li>However, it has also seen its fair share of scandals.</li><li><keyword id="8881976" type="COMPANY" weightage="20" keywordseo="rikki-agarwal">Rikki Agarwal</keyword>, Co-Founder of <keyword id="3044210" type="COMPANY" weightage="20" keywordseo="Blink-Digital">Blink Digital</keyword> tells us how marketers can make the most out of investing on influencer marketing. </li></ul> The last few years have seen a steady increase in brands’ reliance on influencers, and with it there has been an increase in investments in the influencer universe. The year 2020 saw most of us being stuck at our homes which led to us spending more time on various social media platforms. This further gave a boost to influencer marketing and many brands turned to both micro and macro influencers to reach out to their target audiences. However, influencer marketing also comes with its fair share of cons. In August this year, rapper Badshah made headlines for having bought fake views for his video 'Pagal'. He is said to have paid Rs 75 lakh for around 75 million views on his video on YouTube. A report by cybersecurity company CHEQ, in conjunction with the University of Baltimore economics department had stated that influencer fraud will cost advertisers $1.3 billion globally. So how do advertisers interested in investing on influencers make the right moves? What are a few things they should take cognizance of while spending money on influencer marketing? And how do they make sure they don’t fall prey to this increasing influencer fraud? We asked a few of these questions to Rikki Agarwal, Co-Founder of Blink Digital. Blink Digital is a digital marketing agency that has worked with brands like KFC, Cadbury, ICICI, Amazon, Audi, One Plus among others and has also worked with influencers. Agarwal walked us through the influencer ecosystem, gave us a sense of some of the issues in the industry and how brands can be careful while putting in their monies on influencers. Excerpts: Q) While influencer marketing has been witnessing a boom in the last few years, brands have voiced their concerns about a lot of things like influencers having <keyword id="1440812" type="PERSON" weightage="20" keywordseo="fake-followers">fake followers</keyword>. What according to you are the risks involved with influencer marketing? While influencer marketing has existed since the 18th century, influencer marketing has seen an unprecedented growth in the last. In an age where we are more online than offline, this segment of marketing becomes very lucrative for brands. In 2020, the entire marketing industry has seen a shift as brands quickly pivoted and strategized the way they are reaching out to people. As a digital marketing agency that does a lot of work in the influencer marketing segment, we are wary of the following things when we are considering influencer engagements for our clients. The first and foremost foundational factor is the brand fitment with an influencer. It is the agency’s role to understand the brand ethos, ideology and what they mean to their customers when they’re looking at associating with influencers. This is where a lot of brands and agencies go wrong because you feel like here’s a list of the top 20 influencers that are currently popular on social media so let’s go ahead the mass approach way. Due to this, we see promotions and associations that don’t truly feel organic a lot of times. For instance, Blink Digital did the launch of Audible Suno for which we associated with social media influencers like <keyword id="6837344" type="PERSON" weightage="20" keywordseo="Awez-Darbar">Awez Darbar</keyword>, Manav Chhabra, <keyword id="8196596" type="PERSON" weightage="20" keywordseo="Nagma-Mirajkar">Nagma Mirajkar</keyword> and a few others which helped the brand to connect with the right audiences. The essence is to not follow merely engagement or follower base but also the customized brand fitment basis the campaign and objectives. Measurability and transparency: While brands tend to flock to the influencers with the most followers, it is also imperative to find more transparency in the entire influencer marketing segment. From the problem of fake followers, low engagement rates to being able to understand the true impact of a campaign/brand’s association, we need to adopt the role of technology in bringing more measurability. At Blink, we believe that the internet cannot be stopped. The things that were inaccessible to most of us 10 years ago, is now a click away and that’s because of the internet. We need to leverage that access to create more impactful campaigns and associations for brands. Additionally, another risk associated with influencer marketing is the unpredictability of scandals. Consider the Tiger Woods scandal from the 2000s, brands that were associated with him lost approximately $12bn as his personal life took a toll on the stocks of these companies. This is an unreliable space that brands and agencies need to be cautious as well as well prepared for it. Q) Are influencer platforms soft targets for cybersecurity crimes? While influencer platforms haven’t traditionally been the victims of cybersecurity crimes, it is important to point the rise of trolls and cyberbullying that pretty much all influencers face. In a climate where ads are being rescinded due to online pressures, or content creators are being called out for problematic behaviour, it is safer to look at a campaign or an association from multiple lenses and layers of scrutiny to ensure the smooth execution. Q) There has been an increase in the number of fake influencers on social media platforms. How do brands ensure they don't fall prey to such influencers? India has over 600 million people connected to the internet. So, the opportunities as well as challenges in the Indian influencer space are immense. Consider the recent fake follower fiasco of a very popular Indian rapper or just the sheer number of fake followers that are clogged up into the follower base of influencers — deriving that impact becomes even more complex for us agencies and brands. Fake followers aren’t only unethical, it also creates a difficult situation for brands who trust influencers with their campaigns and product marketing. One can spot fake followers by visiting their follower list, checking the type of accounts that follow the influencer, among a variety other ways. Often, a fake/bot account has no display picture or have a number heavy username. The same can also be figured via monitoring the account activity of an influencer. Genuine influencers tend to have a relatively steady growth in their follower and engagement numbers. The rate of their growth or their engagement will not spike abruptly. There are also several free and paid services on the internet that provide a realistic picture of what’s really going on behind the curtain with influencer accounts. At Blink, we use social media listening tools to ensure that our clients collaborate with the right kind of influencer for the campaigns. Q) How does a brand measure the success of an influencer campaign? The underlying goal for any brand lies in sales. However, sales shouldn’t be the first goal that one should set with an influencer because a consumer requires an average of 6-8 touches/touch points to get acclimatized to a brand. While sales should be the long-term goal of influencer marketing, it is important to keep the following factors in mind while working with an influencer at the onset of a campaign: • Visibility of the brand • Tonality, reception of the brand in the influencer’s content context • Quantifiable aspects like likes, engagements, types of comments, referral links and sudden spikes of traffic to the brand’s social media and website. The rationale of initiating an influencer marketing campaign should always be long-term (like what Lays has done in the recent years) so that people’s perceptions about the brand eventually alters to become more affable. Q) What are a few things influencers should keep in mind while working on brand campaigns? A few things that influencers should keep in mind while working on brand campaigns are – • Influencers need to be cognizant about their own audience demographics&amp; ethos while collaborating with brand • Understand the brand fitment between their content &amp; brands requirements purpose, whether it is in alignment with the brand ethos • They must read about brands previous campaigns, how they are perceived in market &amp; check if they have had any backlash in past • Should research on how best they can prove ROI with their content &amp; make the collaboration look natural • Make sure their scope of work &amp; expectation of brand association are in alignment Q) What a few influencer marketing trends to look out for in 2021? Few influencer marketing trends to look out for in 2021 would be: Increase in the demand of micro-influencers: Companies are slowly incorporating micro-influencers in their ambit of marketing and things will change even more drastically in 2021. The micro-influencer segment is proving to be quite efficient in helping brands find a foothold in their respective markets. They've perfect targeting, authenticity and help increase the ROI in a much more impactful manner. Performance Marketing is going to rule: The concept of performance-based influencer marketing is new and is at a rise. While the influencers don’t seem to be in favour of these deals, they may not have the option but to listen to what astute brands have to say. Specialized Influencers: Big influencers cater to a variety of niches, which can make it difficult for businesses to get the expected results. However, we already see influencers becoming more specialized. More Real Content: The new influencer marketing trend is to create authentic content for each brand that they collaborate with, that keeps users engaged without looking too filmy or sponsored to the viewers. Q) What are the new metrics by which brands measure the success of influencer campaigns? Blink digital measures the success of the influencer campaigns done for brand with help of following metrics - • Total impressions • Number of clicks to landing page • Average engagement rate of campaign • Conversions to customers • Amount of user-generated content created • Revenue Q) How can brands make the most out of the rising trend of micro influencers? Brands are moving towards micro-influencers &amp; we will continue to see a rise in the coming years. Authenticity and reliability are more important than popularity now. 92% of customers trust a micro-influencer more than a traditional ad or an endorsement from celebs &amp; over 82% of consumers are likely to buy something that has been recommended by the micro-influencer. By associating with micro-influencers brands can connect with their existing and their target audience by making most out of their micro influencers reach.

What brands should keep in mind while investing on Influencer Marketing

<ul><li><keyword id="6762469" type="UNKNOWN" weightage="20" keywordseo="TikTok">TikTok</keyword> is one of the most-popular social media platforms in India, particularly with millennials. </li><li>These are the 5 most popular TikTok creators, who have followers anywhere between 2 to 20 million. </li></ul>Millenials are going gaga over TikTok, a social media platform that lets users make short videos. So much so that TikTok has left popular social media giants like <keyword id="819905" type="COMPANY" weightage="20" keywordseo="Instagram">Instagram</keyword>, Facebook and <keyword id="6358096" type="DEFINITION" weightage="20" keywordseo="snapchat">Snapchat</keyword> behind. In September 2019, TikTok was the most-downloaded social media app worldwide — with India contributing to nearly half the downloads. Almost 30% of all smartphones purchased since January 2018 have the app with majority of users between 18-35 years, according to KalaGato, a Delhi-based market intelligence firm. At the moment, a TikTok user @Ulhaskamathe — “Chicken Leg Piece Guy” — who posts video of him eatingChicken Kolhapuri is crazily followed. As 2019 comes to an end, TikTok shared the hottest accounts in India who have millions of followers. 
	
	<div type="Slideshow" msid="72867719" hostid="261" title="From Awez Darbar to Garima Chaurasia, here are the top 5 TikTok stars people love the most" firstImageMsid="72867839" slideCount="5"></div>

From Awez Darbar to Garima Chaurasia, here are the top 5 TikTok stars people love the most

<ul><li>A recent report by <keyword id="3359665" type="General" weightage="20" keywordseo="redseer" source="Orion">RedSeer</keyword> has estimated that there are 240 million short-video users in India, a number that is predicted to grow even further to at least 575 million by 2025.</li><li>The last few years have democratised content creation and given rise to short-video influencers.</li><li>In an exclusive column, <keyword id="6887389" type="General" weightage="20" keywordseo="apaksh-gupta" source="Orion">Apaksh Gupta</keyword>, CEO &amp; Co-founder, One Impression tells us a few factors that have led to the immense growth of these short-video platforms and what the future holds.</li></ul>The world of social media and digital marketing is constantly evolving and finding new horizons to accommodate and monetise the massive growth in the <keyword id="10896897" type="General" weightage="20" keywordseo="creator-economy" source="Orion">creator economy</keyword>. The data revolution in India brought along with it a new space for people to consume, create and monetise content. With a population of over a billion,<a href="https://www.statista.com/statistics/262966/number-of-internet-users-in-selected-countries/"> India has the second-largest number of internet users in the world at 526mn</a>. With such strong figures, India has become the go-to-market for various social media apps. While Facebook and its owned platforms hold a major share of the pie, it is the new homegrown short-form video apps that are increasingly becoming popular with smartphone users. The phenomenal success that these apps have gathered in the country, forced other long term giant players to accommodate these changes within their apps. <a href="https://musically.com/2021/10/25/india-240m-users-short-video/">According to a recent report by RedSeer</a>, it is estimated that there are 240 million short-video users in India. This is around 40% of smartphone owners and it is predicted to grow even further to at least 575 million by 2025. While the short-form video app concept was introduced by Tiktok, it is the homegrown apps that are leading the way. <keyword id="6393600" type="General" weightage="20" keywordseo="Josh" source="Orion">Josh</keyword>, Moj, Takatak have now become household names in India. So what has fuelled this growth? It is often said that short-form video platforms are the most democratic way of creating content. This is because they have brought the content creator, residing within most of us, out in the open. Without having to spend on expensive setups and spending too much time, people started trying out these apps as an outlet to unleash their creative side to the world. Creators like <keyword id="9809441" type="General" weightage="20" keywordseo="yashraj-mukhate" source="Orion">Yashraj Mukhate</keyword>, <keyword id="12784332" type="General" weightage="20" keywordseo="saurabh-gadhge" source="Orion">Saurabh Gadhge</keyword>, Awez Darbar, <keyword id="8944292" type="General" weightage="20" keywordseo="saloni-gaur" source="Orion">Saloni Gaur</keyword> started off their influencer journeys with short-form videos and are now popular names associated with India’s creator economy. The audiences also accepted fun snackable content that psychologically did not use much of their time in their busy lives. While one can’t deny that the pandemic has accelerated video content consumption globally, it also locked people inside their houses. Before the pandemic, the Indian creator economy was majorly centred around YoutTube. However, creators quickly started to move to these short-form video apps, purely because they saved time, were easy to make, and had high engagement rates. The ease of usage is also another factor that has led to more and more people joining these platforms. Earlier, to make a quality content video for YouTube, creators used to either learn to edit or hire editors and cameramen for it. However, this was not the case with short-form videos, they offered a simple interface with all the editing options required and allowed the creator to make multiple videos in a day. Though all these reasons contributed to this growth, one of the most important aspects of the success of short-form videos is the realisation by brands and marketers of the potential these platforms had. A majority of the short-form video app users don’t come from the Tier-1 cities, which have always been easier for brands to penetrate, compared to Tier-2 &amp; 3 cities. Short-form video content has more acceptance in Tier-2 &amp; 3 cities and this gives brands a chance to make their way into the regional markets. With social media marketing through these apps, creators found a way to monetize their content, and brands got different ways to directly reach their potential customers. This realisation by brands brought in the big bucks and appreciation for these content creators for whom making content was not a full-time job. <a href="https://www.digitalinformationworld.com/2021/10/googles-desktop-search-result-pages.html">The impact that these short-form video platforms have created on the whole social media industry is so huge that even bigger players like YouTube and Google have built their own versions.</a> With such a huge impact in the digital space, one can easily say that short-form video platforms are the future of the creator economy and will pave the way for newer ways for brands to reach their target audience.

Short-form videos, long reach: The new creator economy playground

<ul><li>After India embroiled in a border dispute with China in the Galwan Valley region last week, a cloud of negative sentiment for China emerged on social media. </li><li>There have been talks of people uninstalling <keyword id="6022999" type="UNKNOWN" weightage="20" keywordseo="chinese-apps">Chinese apps</keyword> and calls for boycotting Chinese products.</li><li>We speak to experts in an effort to find out how this negative sentiment might impact ad spends on some Chinese platform. </li></ul>The last week saw mounting tension on our borders with China following a fierce clash in the Galwan Valley. Owing to the violence and the loss of life, anti-China hashtags such as #BoycottChineseProducts, #IndiaChinaBorder and #LadkhBorder surfaced on social media. For weeks now, anti-China sentiments have been escalating in the country. People have started boycotting Chinese apps and products. The video where a group of people break a television set of Chinese origins together, went viral on social media. The sentiment has now reached Chinese platforms like TikTok and VMate. People are either making anti-China content on a Chinese app or deleting the app altogether. Another app called ‘Made in India’ was launched on June 12 to help people recognise if the product placed in front of them is manufactured in India or not by scanning the barcode on its packaging. With this escalating resentment for our neighboring country, we reached out to experts to find out if Indian brands have already started pivoting their marketing monnies away from Chinese platforms like TikTok and VMate to avoid getting caught in the middle and here is what they said: Karthik Srinivasan, Independent Communications Consultant and Former National Lead of Social, Ogilvy said: <div type="image" title="Karthik sri 4_3" msid="76498762" hostid="261"></div> Yes, I would assume so. It's just terrible from a perception point of view, to be seen on TikTok, given the border-related issues that have surfaced now. For brands, perception is everything. Even if they hesitate or merely pause their campaigns on platforms like TikTok, it is highly possible that users would target brands and ask them pointed questions to boycott campaigns on TikTok. For users, since TikTok is free and is merely a source of entertainment, dropping the platform would be the lowest hanging fruit to showcase their sentiment. For power users who are used to their fan base on the platform, given the negative sentiment around China, they may need to take the painful decision to start building their base on other, non-Chinese platforms. This wouldn't affect celebrities and actors, though, since they have teams that have built their fan-bases on multiple platforms. So pausing content sharing on one (like TikTok) won't be an issue since they have other options like Instagram and Facebook anyway available to them. Preetam Thingalaya, Director of Media, Mirum India: <div type="image" title="Preetam, Mirum" msid="76498811" hostid="261"></div> My Immediate answer to this will be – NO, but will pause for a bit and will wait &amp; watch. However, we will keep a close eye on the development of this situation. Negative sentiments towards China are on an all-time high currently and it’s easier to delete an app than break your mobile phone or your television. But as we see it, new ideas and new plans for brand on Tiktok will take a back seat for some time, and we might see some decline in new campaigns going up on Tik Tok, other apps might see the same trend – for now, I see this as a temporary solution only. Once the situation cools down, I feel it will go back to normal like always. If TikTok actually gets banned and out of India, then it’s a different story. Also, my recent observation has been that #AntiChina hashtags/videos are trending on TikTok, now isn’t that ironic. Ankit Agarwal, Founder, Do Your Thng (DYT): <div type="image" title="Ankit Agarwal, Founder, Do Your Thng" msid="76498783" hostid="261"></div> Despite the internet wars in May that led to #BoycottChina and #BanTikTok, TikTok is back to its 4.4 ratings, and one of the top downloaded apps on Google Play, ahead of Instagram, Snapchat, and Facebook. It visibly proves that TikTok’s slip in rankings doesn’t adversely affect brands or their influencer marketing campaigns because it was temporary. A solid example is Emami’s #NavratnaCoolChampi campaign on TikTok using influencers Nagma Mirajkar and Awez Darbar, among others. There are valid reasons brands will not shy away from the ByteDance owned app any time soon. One, it puts them in front of Gen Z, a hard to catch demographic. Two, it offers potential sales across Tier II and III markets. Three, it’s vernacular and creative content provides entertainment value to users that other social media can’t.

In the wake of mounting Indo-China tension, are Indian brands pivoting their money away from Chinese platforms like TikTok, VMate?

<ul><li>The US-based app <keyword id="4682542" type="PERSON" weightage="20" keywordseo="triller">Triller</keyword> promises data privacy and ease of editing content, two things that <keyword id="6762469" type="UNKNOWN" weightage="20" keywordseo="TikTok">TikTok</keyword> couldn’t offer which led to its downrise in various countries. </li><li>Internationally, celebrities like Rebel Wilson, Kevin Hart, Alicia Keys and Cardi B are on Triller, which helped it rise to the forefront in India. </li><li>Talks about Jio acquiring TikTok in India hasn’t shaken Triller’s spirit either. </li><li>We caught up with Abbos Roohparvar, Senior Vice President, Triller to understand how the app managed to take over TikTok’s strong presence in the country with zero marketing budget. </li></ul>After TikTok was banned in India, too many home-grown apps sprouted out to fill the void. They meticulously started riding on the vocal-for-local wave to attract new users and saw overnight popularity. However, US-based photo and video sharing platform Triller acted rather smartly. It decided to strike while the iron was hot by coming up with a strong strategy to replace TikTok that did not leave any space for speculations. Triller was originally planned to roll out towards the end of the year, but with the TikTok ban, those plans were accelerated overnight. It was also quick to poach top TikTokers and well-known celebrities like Bhuvan Bam, Armaan Malik, Awez Darbar, DIVINE, Manav Chabbra, etc onto its platform. As a result, so far, Triller has seen over 40 million downloads in India and more than 250 million global downloads. And following the TikTok ban in India, its user base surged to 30 million overnight. According to Sensor Tower data, Triller rose to the number one spot in the app store last month across 85 countries including the United States, India, Australia, France, Great Britain, Italy, and almost every major country it is available in, overtaking YouTube, Instagram, Snapchat, and other apps, thanks to worldwide security concerns over TikTok and Facebook. Internationally, celebrities like Rebel Wilson, Kevin Hart, Alicia Keys and Cardi B are also on the app. This international stardom also played a key role in bringing Triller to the forefront in India amongst an array of home-grown video apps. Telling us what kind of growth the platform witnessed as it set its foot in India, Abbos Roohparvar, Senior Vice President, Triller, said, “The platform has become one of the fastest growing social media apps in India, witnessing a 600% year-over-year growth, surpassing YouTube and Instagram. We've seen a spike in users coming over from TikTok, and most recently announced TikTok sensation Josh Richards as our new Chief Strategy Officer, who brings with him a roster of A-listers who will serve as advisors.” Marketing Mantra Triller aims to propagate a simple and powerful message with its communication, “You do you.” With this, it aims to become the go-to platform for all kinds of creators. “We’re committed to furthering our influence as a safe space for artists – whether singers, dancers, comedians, creators, etc, to create and share their content through a refined and cultivated lens. A lot of our growth has happened organically, which has been a remarkably valuable bonus to our marketing efforts,” explains Roohparvar. Revenue Model Explaining the revenue model behind Triller, Roohparvar said, “Triller makes a profit through brand partnerships, sponsorship, integration deals along with live events and pay-per-view, like the upcoming, highly-anticipated fight between Mike Tyson and Roy Jones Jr set for November 28. Another example was this summer’s virtual talent contest, the first of its kind, Step Up to the Mic powered by Boost Mobile, and which reached more viewers than American Idol and X Factor combined.” Triller also opens the borders and offers its creators an opportunity to associate with global brands. “Triller helps creators monetize through our high-level relationships with major worldwide brands. We are able to help influencers on a significantly larger level than places like TikTok, by taking a hands-on creator by creator approach, working with them to understand their needs and messaging while connecting them with the most relevant and customized brand deals and partnerships,” said Roohparvar. It also helps the music artists earn their due by offering them royalty fees every time their song is used. “Partnerships with major music labels provide Triller users access to 95% of music in the world, and because of these partnerships, when a user plays a video that streams a song, artists make money the same way they do on other streaming platforms such as Spotify and Apple,” said Roohparvar. Differentiation factor So far, Triller has added over 100 filters on its platform and interface that allows to add drawings, emojis, etc. All this content is shareable across Instagram, Twitter, Facebook, Text and E-mail. Triller also has partnerships with some of the top labels, artists and streaming services in the world so that its creators can make videos with music without the fear of posts being taken down due to copyright infringement. Triller also hit where it hurts a lot of platforms in the segment the most -- it offers data privacy and ease of editing -- crosshairs that TikTok is caught up in across the world. Triller claims that it only keeps a tab on users’ music preferences and doesn’t access their location. “We are incredibly meticulous when it comes to the privacy of our users, collecting only limited data that’s not shared with anyone else, including ad networks. The only data Triller is interested in, is the musical style of users so we can better personalize and curate their feed. We do not store any personal contact details and all data is encrypted so it’s completely safe. All Indian data stays within and under Indian guidelines and law. Additionally, we have a content moderation team of over 200 people who work with local companies to ensure all content aligns with the traditions and culture of that specific country,” beams Roohparvar. Vision for the app Roohparvar is highly optimistic that Triller will continue to be the <keyword id="9780811" type="UNKNOWN" weightage="20" keywordseo="number-one-app">number one app</keyword> for content creation, even if TikTok does come back through Jio. “Triller brings in about 64 million active users a month, with a total of 250 million downloads worldwide. Basis these kinds of statistics, we envision numbers to continue rising over the coming period of time. Based upon the sky-rocket success we’ve seen in just these last few months, Triller, already trending as #1 on the app store in more than 50 countries, is positioned and already established to be the next go-to, safe platform for content creation with more and more creators, influencers and celebrities joining our community,” said he.

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McDonalds India launches a contemporary rendition and continuation story of memorable campaign ‘Hum dono boyfriend-girlfriend hai kya’

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What brands should keep in mind while investing on Influencer Marketing

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From Awez Darbar to Garima Chaurasia, here are the top 5 TikTok stars people love the most

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From Awez Darbar to Garima Chaurasia, here are the top 5 TikTok stars people love the most

Short-form videos, long reach: The new creator economy playground

Guest Author

In the wake of mounting Indo-China tension, are Indian brands pivoting their money away from Chinese platforms like TikTok, VMate?

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How Triller app smartly roped in top TikTokers and its CSO to become the No. 1 in-app store, with zero marketing budget

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