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<ul><li><keyword id="9555198" type="UNKNOWN" weightage="20" keywordseo="MX-TakaTak">MX TakaTak</keyword> announces Launchpad Program.</li><li>Ranging from interactions with experts and mentors that will help them with content creation strategies to connecting creators to a partner manager, the program intends to offer these creators increased visibility along with the opportunity to grow on the app faster.</li></ul>With an aim to nurture and train the creators on the platform who have made a mark with their engaging videos and consistently continue to entertain the platform’s wide and diverse audiences, MX TakaTak has announced the Launchpad Program. This initiative handpicks <keyword id="11512563" type="UNKNOWN" weightage="20" keywordseo="ugc-creators">UGC creators</keyword> who are deeply engaged with the platform through regular participation in challenges and other content curation, and aspire to have a digital career. Thus far, 30 unique <keyword id="2893283" type="PERSON" weightage="20" keywordseo="content-creators">content creators</keyword> have been identified and onboarded onto this exciting program. The program aims at building success for these creators that enjoy an organic following on MX TakaTak. Creators like Srinithi, a young girl whose passion is to be an actor, Shivansh Sharma who is an extremely talented singer and Krishna Sood who is a Chhau dancer are thrilled to be part of this program as this offers them the chance to learn the tricks of the trade from the experts at MX TakaTak to gain more followers and access to exciting features and monetisation opportunities. Commenting on the Launchpad program, Janhavi Parikh, Business Head - MX TakaTak said, “We’re delighted to see such a phenomenal rise of user generated content on the platform and this initiative is our way of acknowledging the relentless efforts of these aspiring creators who have shown so much potential on the app. With this program, we will be giving UGC creators an all-round learning model aided by expert/ mentor interactions, as well as guidance on creative and growth strategies. The prime goal of this program is to enrich the craft of our native content creators by providing a collaborative learning environment and helping drive faster growth in their digital careers to eventually enter into the mainstream creator ecosystem by leveraging our creative, analytics and platform might.” Ranging from interactions with experts and mentors that will help them with content creation strategies to connecting creators to a partner manager, the program intends to offer these creators increased visibility along with the opportunity to grow on the app faster. This career acceleration will include monetisation opportunities, a chance to collaborate with other leading creators on the platform, who are some of India’s finest KOLs and it also will equip the participants with insights that will help innovate in their creative journey. Another avenue of support includes providing the best performing creators with equipment that will keep them motivated in their content creation journey. Aided by evaluations at specific intervals to study the progress of its creators, the program shall function as an effective learning model in this otherwise niche and self taught field with multiple opportunities for aspiring influencers.

MX TakaTak's latest initiative aims to foster the growing UGC creator community on its platform

<ul><li><keyword id="9555198" type="PERSON" weightage="20" keywordseo="MX-TakaTak">MX TakaTak</keyword>'s MY Home is an influencer collaborative space that will host India’s top <keyword id="2893283" type="PERSON" weightage="20" keywordseo="content-creators">content creators</keyword>.</li><li>This initiative will see 15 new influencers come together every week.</li></ul>Short video apps have paved the way for millions of young content creators to grow into digital superstars. With its vision of nurturing such budding talent, leading short format video app MX TakaTak not only aims at giving young creators a platform to showcase their talent, but is also empowering them to make better content with the launch of MX TakaTak My Home. This first of its kind initiative in India is a content creator collective that will see some of the country’s finest talent come together week on week, to collaborate and help each other amass more followers. Designed for productivity, My Home is a month-long activity that will see a fresh churn of content creation every day, with a dedicated team giving the KOLs all the professional support/assistance they require. Spread across entertainment hubs - Mumbai and Delhi, these 2 luxurious homes will host 15 audience favorites every week and these talented digital enthusiasts will be given the opportunity to innovate and create cool content. Elaborating on the same, Janhavi Parikh, Business Head, MX TakaTak said, “My Home has been devised to offer our content creators an equal opportunity for growth. The doors of this house will be open for those creators who are passionate about their craft, who are consistent with their videos and those who want to pioneer change in digital content consumption. This house is about creating a collaborative environment that encourages our digital enthusiasts to produce compelling content to entertain India.” Faizal Siddiqui, who has entered the Delhi MY HOME said, “The concept of creating an engaging environment for creators to join forces and make fun content is a great thought, opportunities like these give rise to the greatest digital stars." Influencer Rizwan also added saying, "The MX TakaTak team makes sure that we have everything we might need to create the best videos we can. The quality of content automatically improves and we’re able to put our best foot forward for our fans.” Wish Rathod, yet another creator on the platform said, “Creating a space like this is a very international concept and it’s great that MX TakaTak is doing so much to give creators like us a once in a lifetime chance such as this. You get to meet like-minded people, discuss ideas, ideologies and grow creatively, and that’s what I am looking forward to.” Oye Indori further added saying, “MX TakaTak is truly THE platform to be on – they put their creators first. As an influencer, I’d like my fellow peers to be a part of these collaborative initiatives, it is an opportunity to learn more about creating awesome videos and gives you a chance to understand this space better. ” Some of the influencers who are a part of My Home Delhi include Oye Indori, Sofia Ansari, Wish Rathod, Mahira Khan, Deepak Joshi, Vishal Bhatt and Mihir Gupta amongst others.

MX TakaTak launches a collaborative space for influencers to create content under one roof

<ul><li><keyword id="10512719" type="COMPANY" weightage="20" keywordseo="the-mx-takatak-creator-fund">The MX TakaTak Creator Fund</keyword> will be open for all Indian citizens and those creators who consistently post original videos or have unique ideas for content across various categories.</li><li>The creators will receive regular rewards for their content based on various performance criteria.</li></ul><keyword id="9555198" type="UNKNOWN" weightage="20" keywordseo="MX-TakaTak">MX TakaTak</keyword> has announced a new initiative for creators - the MX TakaTak Creator Fund to encourage India’s talented and innovative set of established and emerging creators to create engaging, impactful and inspiring content on the platform. The fund will deploy INR 1 billion (Rs. 100 crore) for creators. In a promise to support its existing creators as well as to encourage new creators with impactful content ideas, the fund is meant to help them use their creativity to build an exciting career. The MX TakaTak Creator Fund will support creators of all sizes and backgrounds, rewarding the passion and creativity they put into inspiring, engaging and entertaining the community on MX TakaTak. The MX TakaTak Creator Fund will be open for all Indian citizens and those creators who consistently post original videos or have unique ideas for content across various categories such as education, tech, sports, art, entertainment, fashion and makeup, travel &amp; photography etc. Once selected in the MX TakaTak Creator Fund, the creators will receive regular rewards for their content based on various performance criteria such as uniqueness of their content, authenticity, views, engagement, followers etc. In addition, a select few aspiring creators with story ideas that make a social impact will receive a start-up fund to support the start of their journey on MX TakaTak. Speaking about this development, <keyword id="10512721" type="PERSON" weightage="20" keywordseo="karan-bedi-ceo">Karan Bedi - CEO</keyword>, <keyword id="2214311" type="PERSON" weightage="20" keywordseo="Mx-player">MX Player</keyword> said, “The MX TakaTak Creator Fund is a way to give back to millions of people who bring their ideas into videos as well as to inspire other digital enthusiasts. Millions of users upload videos daily on the MX TakaTak App. We were thrilled to see the amount of creativity and hard work that our users put into bringing their dreams alive and into a video. We hope that the creator fund will not only reward them but also inspire them to continue creating impactful content, build an inspiring digital career, and help give back to the society that we all benefit from.” He further added saying, “The short format video ecosystem is fast evolving and we’re delighted to have emerged as the market leaders in this category. Home to 70Mn Monthly Active Users and with over 10 Mn unique content creators, we are the preferred platform of choice for both the users and creators; we aim to further scale this in the new year.” Through the MX TakaTak Creator Fund, creators will realize additional earnings to remain committed and connected to their audience, thereby creating great quality content.

Short format video app MX TakaTak is launching a Rs 100 Crore fund to help creators build an alternative career

<ul><li>India is a country of many smaller countries and the global social media platforms couldn't cater to the needs of people who were more comfortable conversing in regional languages.</li><li><keyword id="3358959" type="General" weightage="20" keywordseo="sharechat" source="Orion">ShareChat</keyword> came into existence to fill this gap.</li><li>Since then, the platform has grown its presence and with the recent merger of its short video platform <keyword id="8678883" type="General" weightage="20" keywordseo="moj" source="Orion">Moj</keyword> with <keyword id="9555198" type="General" weightage="20" keywordseo="mx-takatak" source="Orion">MX TakaTak</keyword>, it caters to 100 million creators and has over 300 million Monthly Active Users (MAU). </li><li>We speak to <keyword id="290700" type="General" weightage="20" keywordseo="Ajit-Varghese" source="Orion">Ajit Varghese</keyword>, Chief Commercial Officer, ShareChat and Moj about the platforms' journey so far, the advertising solutions its giving to brands and its strategies to woo more creators as well as users onto its platform for its next phase of growth.</li></ul>Back in 2015 when the only social media platforms in India were the global players, Ankush Sachdeva, Bhanu Pratap Singh and Farid Ahsan had identified the need for a player that would cater to the huge population comfortable with conversing in their native languages online. This need gave birth to ShareChat, which currently boasts over 180 million monthly active users, a number that is steadily growing. In 2020, when the Indian government banned popular short-video platform TikTok, ShareChat once again identified the opportunity and launched its short-video platform Moj. In February this year, ShareChat announced a strategic merger with TakaTak, a move aimed at creating the largest short video platform for Indians. At the time of the merger, a release said the combined entity will have 100 million creators, over 300 million Monthly Active Users (MAU), and nearly 250 billion monthly video views. With more and more of India coming online, and the next wave of consumers expected to come in from smaller cities and rural areas, ShareChat aims to become the ‘torchbearer for Bharat’. We recently spoke to Ajit Varghese, Chief Commercial Officer, ShareChat and Moj about the platforms' journey so far, the advertising solutions its giving to brands and its strategies to woo more creators as well as users onto its platform for its next phase of growth. Excerpts: Q) Walk us through ShareChat's journey so far. What kind of growth have you witnessed in the past 2 years? Back in 2015, there was no Indian social media platform for the diverse population of our country, there were only global social media players in India providing content predominantly in English. The content appetite of Indic language internet users was not satiated, they continued to be hungry for content in their native languages, they wanted to discover/share content and express themselves in an ecosystem that they could connect culturally. There was a content vacuum in the language first space and ShareChat was created in order to address that need. ShareChat was the first Indian social media platform to understand the need for Indic language content among the language-first internet users. ShareChat is leading India's multi-lingual social media revolution with 180 million monthly active users and growing. Over the last years, the daily average user time spent on the platform has also increased from 24 minutes to 31 minutes. Q) With the rise of internet penetration and better smartphones has opened up access to Bharat for platforms and brands. What kind of growth have you seen coming in from smaller cities/towns? How are they using your platform to not just express themselves but also turning into influencers who can take brands to these Tier III &amp; IV towns? With growing internet penetration, access to smartphones and the covid imposed lockdown, in the last two years the Indian users and creator community has been embracing social media, to express their creativity from the comforts of their homes while also monetizing their reach and content. Brands are increasingly understanding the potential of Bharat audiences (Internet users who prefer to consume content in Indic languages) and reaching smaller towns with their product propositions. SMBs are utilizing ShareChat’s Self-Serve advertising platform to micro-target and connect with their target audience through personalized multilingual advertisements. ShareChat with its language-first offering has opened the social media landscape to Bharat users. ShareChat’s Audio Chatroom, audio-based live conversation-led social networking or hangout destination, has also given users another avenue to connect with different people, voice their opinions and also monetize through virtual gifting. We have seen a plethora of creators, who belong to different regions of the country, using the platform to express themselves and showcase their talents across popular genres like lip-syncing, comedy, entertainment and more recently in sports, arts, writing, etc. as well. Q) What kind of solutions are you presenting to brands to use your platform effectively to reach out to your target audience? ShareChat, with its growing reach and understanding of the Indic language community of India, is a unique platform with the ability to deliver access coupled with deep engagement to brands and advertisers. Our intention is to support brands in micro-targeting and connecting with relevant audiences across different languages and regions in India. In 2021, we launched <a href="https://nam02.safelinks.protection.outlook.com/?url=https%3A%2F%2Fads.sharechat.com%2F%3Fss_ref%3DPR_Jan2022%26utm_source%3DPR%26utm_medium%3Donline%26utm_campaign%3DPR_Jan2022&amp;data=04%7C01%7Cakanksha.surbhi%40mslgroup.com%7C8e9506137b1b4cb4ddf908d9fdc04ce4%7Cd52c9ea17c2147b182a333a74b1f74b8%7C0%7C0%7C637819824647220345%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000&amp;sdata=eRt2%2FJA6hUyOFKoRbwogk4YAo5WI6Z%2B%2FrBLIq0xZgVY%3D&amp;reserved=0">ShareChat Ads</a> — a self-serving ads platform to enable SMBs to connect with their target audience through personalized multilingual advertisements. So far, over 1000 SMBs have posted highly targeted advertisements on ShareChat and the platform has witnessed a 6X increase in the number of campaigns in less than a year. Our expertise in brand engagement has already developed immense confidence from the marketers’ community and every consumer-focused brand is partnering with us to gain a strategic advantage beyond English-speaking internet audiences, in their native language. With increasing opportunities and demand we have been able to deliver ad solutions in industries like e-commerce, consumer durables, FMCG, telecom, fashion, jewelry, home decor gaming, automotive and many more verticals. We are expanding our partnerships within these sectors and will continue to bolster our advertising efforts in the coming future. Q) How are you creating differentiation, especially in the short format videos segment with your offerings to advertisers? Brands and advertisers have found an effective way to reach their target audiences in a seamless and entertaining way through Moj. <a href="https://nam02.safelinks.protection.outlook.com/?url=https%3A%2F%2Fplay.google.com%2Fstore%2Fapps%2Fdetails%3Fid%3Din.mohalla.video%26hl%3Den_IN%26gl%3DUS&amp;data=04%7C01%7Cakanksha.surbhi%40mslgroup.com%7C8e9506137b1b4cb4ddf908d9fdc04ce4%7Cd52c9ea17c2147b182a333a74b1f74b8%7C0%7C0%7C637819824647220345%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000&amp;sdata=GuT02DpTMcjti82%2BWzuPvJsBcrVLxgEfy5Ef2Rzjaw8%3D&amp;reserved=0">Moj</a> is today India’s number one short video platform with the highest monthly active users. The platform is expanding the ways in which brands, content creators, and consumers can engage with each other while enhancing their social experience on the platform. We have developed various tools that help brands optimize visibility and engagement by reaching out to the right audience for their product/proposition. Brands have opportunities to go viral on Moj by creating high-quality content that hooks viewers’ attention and engages them. Besides space for organic content, Moj also offers brands synergies to run hash-tag challenges, influencer campaigns, leverage features and technology upgrades like the innovative Moj lenses and filters, and partner with content creators to increase their reach amongst their target consumers effectively. The influencer/content creator community that we are seeing today is just the tip of the iceberg. This network is going to grow and get more diversified. The standard marketing/branding practices that we have seen in the last decade have paved the way for the larger change that is about to come. Micro/nano influencers who connect more deeply with consumers, going forward will be a part of each brand’s branding strategy. This is primarily because brands through these influencers’ strong relatability and relationships will be able to leverage a deeper connection with their audiences and reach out to them in their language of choice in a cost-effective manner. Q) What kind of growth has your advertising revenue witnessed? We’ve been able to organically not only scale our platform and attract users but also build our monetization efforts at a fast pace. We have witnessed healthy growth since we opened our platform for brand integrations. Today, ShareChat is leading the social media revolution with brands focusing on regional outreach. Our regional strength in Tier II, III and IV cities, coupled with our ad solutions, is opening new marketing avenues for marketers who want to connect with language first audiences. While we have recently opened Moj for brand integration, we have received immense interest from brands across categories, like FMCG, consumer services, entertainment, beverages, e-commerce, gaming, edu-tech among others. We offer advertisers to run hash-tag challenges, influencer campaigns, leverage features and technology upgrades like the innovative Moj lenses created in collaboration with Snap Inc. and partner with content creators to increase their reach amongst their target consumers effectively. We have announced a slew of collaborations with known platforms like Femina Miss India 2022 and India’s Got Talent to hold virtual auditions and wild card entries on Moj and give our creator community an opportunity to be a part of these renowned talent shows. Last year, we had launched large-scale properties on our platform like Moj Superstar Hunt, Glow up with Moj, Moj Next Punjabi Superstar to name a few. Moj Superstar Hunt in the last season saw 43 billion plus plays and more than 7 lakh creators’ participation, this was led by super judge Remo D’Souza. These campaigns will soon be opened for brand integrations, and we have witnessed a growing interest from brands to collaborate with these properties. Q) How are you also giving opportunities to your creators to make money by creating content on the platform? How many creators do you have on the platform currently, what kind of growth has this number witnessed? ShareChat has a 32+ million creator community and Moj has a 50+ million creator community. The two most important features that we have introduced for our creator community to monetize our virtual gifting and live and video commerce. We have enabled virtual gifting in the ShareChat audio chatroom product that allows our creators to monetize their creative talents via the voice-based chatroom feature. While speaking to their community and showcasing their talent, the ShareChat creator community can monetize by receiving virtual gifts from their audiences. On the short video front, we recently partnered with Flipkart to enable live and video commerce. Besides making e-commerce accessible to millions of first-time users, this collaboration also incentivizes content creators in the Moj ecosystem by enabling new commerce-led revenue streams to deepen the socio-economic impact. Q) India already has a lot of social and short form video platforms. How are you bringing new users onto your platform and ensuring stickiness? Social media and short videos are a booming sector with lot of potential. Growth in these sectors also comes with a few challenges, need for powerful AI and recommendation engine to serve the right content to the right audience; serving, storing and managing content on cloud and a lot of smaller organisations can’t sustain this and most importantly the talent pool needed to make social media and short video investment successful is hard to come by in India. The content recommendation engine of platforms is going to be the driver of who wins this race. So, the focus here is to build platforms that are world class and can deliver content to each and every user according to their interests. We are growing our focus on artificial intelligence extensively and hiring not only in India, but onboarding talent in the UK, US and other geographies. Apart from that we are opening up our platforms to various partnerships and programmes that not only helps creators enhance their content but monetise their reach on the platform as well. Q) Where will the next phase of growth for Moj and ShareChat come from? What kind of target have you set for the platforms? ShareChat has already emerged as the preferred online destination for Bharat with its 180 million monthly active users and even Moj is leading the market with the highest monthly active users amongst Indian short video apps. Our immediate priority is to make the user experience more personalized, elevate content quality by nurturing the creator community and build monetization models that benefit brands, creators, and our user community simultaneously. Q) What kind of potential do the regional markets in India have? How excited are brands to reach out to this market? The Indian digital space is on a high growth trajectory with more than approx 800 mn internet users. Today, we are closer than ever to the reality that 1 billion Indians will be online soon. This growth in internet users is also fueling the growth of Indic language users online. While it may seem that this trend is only visible in rural India, almost 50% of urban active internet users are also Indic language users. Bharat audience is no longer just about being labeled as ‘potential audience’ or ‘untapped potential.’ It is the current growth frontier and can be tapped in many different ways. When creating campaigns, it's critical for brands to consider the target audience's preferences. Many established brands have already started effectively using this opportunity and are working very closely with us and many are joining hands every month. We have seen that there are certain myths around this user in the minds of many marketers which we are trying to bust. In the beginning of this year we released ‘<a href="https://nam02.safelinks.protection.outlook.com/?url=https%3A%2F%2Fads.sharechat.com%2Fresearch-and-insights%2Fbharat-the-neo-india&amp;data=04%7C01%7Cakanksha.surbhi%40mslgroup.com%7C8e9506137b1b4cb4ddf908d9fdc04ce4%7Cd52c9ea17c2147b182a333a74b1f74b8%7C0%7C0%7C637819824647220345%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000&amp;sdata=FzK9QHOHsW9%2FsldqTgXede8LjXBNmEImpOchy3V9P10%3D&amp;reserved=0">Bharat - the Neo India’</a> report to tackle some of these issues and educate brands and marketers about how the Bharat user is affluent and digitally savvy, once the brands understand this then they are excited to come on board. Q) What are the broader challenges for the overall ecosystem? The social media and short video ecosystem has seen a boom. Competition is strong and users have a plethora of options. The only companies that will survive in the segment are those that have built a solid retention engine, which means they have a large percentage of users regularly using the app. Constant innovation and product advancement are and will be the keys to ensuring users and creators remain committed to the apps. Highly nuanced recommendation engines will play a key role in serving a customized content feed to users. Hiring AI talents and building these networks is a prominent challenge that most social media companies are trying to overcome.

We're growing our focus on AI extensively, hiring not only in India, but in the UK, US and other geographies too: Ajit Varghese, ShareChat

<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>Latest data from Bain &amp; Company predicts India’s short form video market to reach 650 million users by 2025.</li><li>Short form videos became popular last year with TikTok and in 2020 alone, more than 200 million Indians watched SFVs at least once.</li><li>At present, there are more than 200 million SFV users in India.</li></ul>Short form videos are everywhere. From Instagram to YouTube and Facebook, the explosion is no secret and it’s very likely to grow even more in coming years. Popularised by TikTok, the short form videos gave birth to many similar platforms and even got added as a feature on almost every popular social media app, in fact, <a href="https://www.businessinsider.in/tech/apps/news/instagram-on-its-way-to-becoming-a-video-and-entertainment-platform-adam-mosseri/articleshow/84017343.cms">Instagram is on its way to becoming a video and entertainment platform</a> with Reels - its version of short video - in focus. The biggest players including Google and Facebook are banking on short form videos in India. The market is predicted to grow to 650 million users by 2025, according to a new report by Bain &amp; Company. In the report titled “India Online Videos - The Long and Short of It”, Bain &amp; Company analysed the growth of short form videos in India, who are the key players and what does the future look like. Short form videos or SFV are categorised as videos with a duration of 15 seconds to 2 minutes. It’s safe to say that the pandemic has increased content consumption and SFV is one of the most successful byproducts of it. In India, the SFV user base grew 3.5 times and 12 times in total time spent by all users over the past two years. In 2020 alone, more than 200 million Indians watched SFVs at least once. And active users spent up to 45 minutes a day only on SFV platforms. There was a 60% increase in consumption of SFV during the lockdown period (April-June) as compared to January-March the same year. At present, there are more than 200 million SFV users in India. India’s SFV user base has mostly been men (70%-75%) from tier 2 cities and smaller towns while women take up 25%-30%. In terms of age group, most of the users are below 25 years of age with 20%-25% between 25 and 35 years of age. <div type="image" title="demographics" msid="86793580" hostid="261" caption="&amp;lt;p&amp;gt;Demographics of SFV users in India.&amp;lt;/p&amp;gt;"></div> <cmsannotation type="cmsannotation" annotationid="The key SFV players" comment="subhead" text="The key SFV players">The key SFV players</cmsannotation> TikTok is attributed as the leader in SFV in India with 200 million users and 20 million content creators posting at least one video a month. The ban led to multiple clones and now there are more than 50 million users who have created and posted at least one video. The top five players in the market are <a href="https://www.businessinsider.in/tech/apps/news/mx-takatak-instagram-josh-moj-and-snapchat-are-most-downloaded-social-and-entertainment-apps-in-india-as-per-app-annie/articleshow/86003516.cms" data-type="tilCustomLink">Moj</a>, <keyword id="9555198" type="General" weightage="20" keywordseo="mx-takatak" source="Orion">MX TakaTak</keyword>, <keyword id="6393600" type="General" weightage="20" keywordseo="josh" source="Orion">Josh</keyword>, Roposo and Zili, contributing 85% of the total user base in SFV. <div type="image" title="top five players" msid="86793368" hostid="261" caption="&amp;lt;p&amp;gt;Growth of top five SFV players in India.&amp;lt;/p&amp;gt;"></div> <keyword id="8678883" type="General" weightage="20" keywordseo="moj" source="Orion">Moj</keyword> is leading with the highest daily active users among the Indian SFV players. Bain also highlighted that other than having a large engaged user base these companies are also well-funded. ShareChat’s Moj for example has raised $1,203 million in funding and its key investors are China’s Tencent, Twitter, Tiger, Temasek and Snap. It has over 150 million downloads, 10-15 million creators, 17 minutes of average daily usage. Tencent is a key investor for MX TakaTak as well along with Times Group. This app has over 200 million downloads with 9-12 million creators and 17 average daily minutes. Dailyhunt’s Josh and Glance’s Roposo have over 150 million and 100 million downloads, respectively, and investors like Google, Microsoft and InMobi. An interesting player here is Xiaomi’s Zili that comes pre-installed on Xiaomi smartphones. It has over 100 million downloads. <cmsannotation type="cmsannotation" annotationid="Micro influencers and aspiring creators" comment="subhead" text="Micro influencers and aspiring creators">Micro influencers and aspiring creators</cmsannotation> The SFV platforms are giving rise to micro-influencers and aspiring creators coming from metros to tier 3 cities. This group of creators with followers between 10,000 and 100,000, take up 75% to 80% of the total creator base in SFV platforms. Creators are also not engaged in only one platform but have their presence on multiple platforms. Recently, Instagram <a href="https://www.businessinsider.in/tech/news/instagram-launches-education-programme-for-creators-in-india-to-learn-earn-and-build-communities/articleshow/86642903.cms">announced</a> its largest creator education and enablement programme in India. The programme will be free for all, and it will provide access to live masterclasses from experts in the field, the latest product updates and trends, and options to unlock monetary opportunities. There are at least three SFV apps installed per user with one go-to app for most content. Over 100 videos are scrolled by a user and out of which 1 in 3 videos are watched in full. The average user spends 4-5 minutes per visit which is 4-5 visits a day. And 1 in 2 videos watched is either in Hindi or Tamil. <cmsannotation type="cmsannotation" annotationid="There’s still room for growth" comment="subhead" text="There’s still room for growth">There’s still room for growth</cmsannotation> India is said to have the potential to beat the frontrunner China. With cheap internet data, easy-to-use platforms and vernacular language, the SFV market is only set to boost in India. Bain &amp; Company predicts that by 2025 three in four internet users or 600 million to 650 million Indians will consume such videos with an average user spending 55 to 60 minutes per day on these platforms. The total time spent on short videos is also predicted to reach 80-90 billion hours from 12 billion hours. Despite a booming market, Bain &amp; Company says the SFV market in India is still in a nascent stage. Highlighting five major trends curated content and social-led engagement, monetisation, innovations to onboard the next wave of users, emergence of a robust creator ecosystem, and niche platforms within larger SFV ecosystems. India is also expected to follow the footsteps of one of the top SFV markets - China or the US. China has two top SFV players - Douyin and Kuaishou, and multiple small platforms. The US on the other hand has its SFV market spread across multiple platforms like social media, long form video (YouTube) and TikTok (standalone SFV). SEE ALSO: <a href="https://www.businessinsider.in/tech/news/realme-pad-review-delivers-what-it-promises/articleshow/86783511.cms" data-type="tilCustomLink">Realme Pad Review: Delivers what it promises</a> <a href="https://www.businessinsider.in/tech/news/asus-vivobook-k15-review-well-rounded-impressive-for-the-price/articleshow/86756292.cms" data-type="tilCustomLink">Asus VivoBook K15 review: Well rounded, impressive for the price</a>

Analysts predict India’s short form video market to have 650 million users by 2025

Indian short-video making apps like <keyword id="6393600" type="PERSON" weightage="20" keywordseo="Josh">Josh</keyword>, <keyword id="8678883" type="UNKNOWN" weightage="20" keywordseo="moj">Moj</keyword>, <keyword id="9555198" type="UNKNOWN" weightage="20" keywordseo="MX-TakaTak">MX Takatak</keyword> and <keyword id="2368386" type="COMPANY" weightage="20" keywordseo="Roposo">Roposo</keyword> have brought back 97 per cent of TikTok user base in the country onto their platforms, largely from small cities and towns, a new report showed on Thursday. Indian short-form apps have also successfully retained 67 per cent of the TikTok era users and have onboarded around 30-35 per cent new users over the past year. This has been a result of increased supplier push and aggressive marketing by platforms, according to the latest report by Bengaluru-based RedSeer Consulting. "Daily active users (DAUs) increased upto 97 per cent of June 2020 levels as a result of aggressive marketing and user acquisition by platforms. However, the time spent on the other hand has gradually increased, reaching 55 per cent of June 2020 levels," the report mentioned. Josh leads both on influencer and user-end driven by strong performance in the Hindi belt and Tier-2+ cities. Moj, has been a strong gainer across consumer and business metrics, when compared to the last quarter. "On the other hand, Roposo has shown strong performance in Tier-1 cities compared to the smaller ones," said the report. MX <keyword id="7638068" type="COMPANY" weightage="20" keywordseo="Takatak">Takatak</keyword> lead in the net promoter score (NPS) in the metro cities. The platform has held challenges and hashtag events similar to TikTok, to gain market share. Overall, 60-62 per cent of the shortform users are from tier 2+ cities. While Indian platforms have come a long way in the last few months, they have more scope to improve their content quality and product experience. The study shows that 75 per cent current short-form video users will likely stick to these domestic apps and are unlikely to switch back to Chinese apps even if the ban was lifted. "In less than one year post-Tik Tok ban, Indian platforms have shown a strong V-shaped recovery, bouncing back to 100 per cent of pre ban daily user base," said Ujjwal Chadhury, associate partner at RedSeer Consulting. But the job is far from done. "The players still have to reach the global and cross sector benchmarks on engagement and retention- which will further grow the monetisation potential for the entire ecosystem," Chadhury added. With strong network effects, the user base is growing fast, fuelling ecosystem growth, leading to a large monetisation potential for both influencers and platforms. Elite influencers with more than 10 million followers have a monthly earning of around $20,000-40,000. "Influencers with 1 million followers can earn upto $1000-2.500 while budding creators with less than 1 million followers can earn $40-200," the report said. SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/revolut-appoints-former-flipkart-exec-paroma-chatterjee-as-its-india-ceo/articleshow/82181199.cms">Revolut starts India operations, appoints former Lendingkart, Flipkart executive Paroma Chatterjee as CEO</a> <a href="https://www.businessinsider.in/tech/apps/news/whatsapp-and-facebook-get-snubbed-by-the-delhi-high-court-that-allowed-indias-competition-regulator-to-probe-mark-zuckerbergs-companies/articleshow/82193239.cms">WhatsApp and Facebook get snubbed by the Delhi High Court that allowed India’s competition regulator to probe Mark Zuckerberg’s companies</a>

Josh, Moj, Roposo and other short video apps lap up 97% of TikTok's user base in India

<ul><li>As <keyword id="10411622" type="UNKNOWN" weightage="20" keywordseo="ott-consumption">OTT consumption</keyword> sees an uptick, <keyword id="2214311" type="ORGANIZATION" weightage="20" keywordseo="Mx-player">MX Player</keyword> cuts down video streaming <keyword id="1588632" type="PERSON" weightage="20" keywordseo="Data-consumption">data consumption</keyword> by half. </li><li>MX Player upgrades to video encoding and compression technology to H.266 (Versatile Video Coding) that slashes data usage for streaming videos by more than half.</li></ul>Online video consumption in India has grown exponentially, accounting for 80% of consumer internet traffic. But the user experience continues to remain highly dependent on data usage and network speed. MX Player, India's entertainment super-app with over 200 million Monthly Active Users has become the world’s first OTT platform to upgrade its video encoding &amp; compression technology to H.266 (Versatile Video Coding) that slashes data usage for streaming videos by more than half. MX Player as well as MX TakaTak users will be the first in the world to experience the benefits of H.266, enabling them to consume higher quality HD video streams with significantly less data consumption. With H.266, MX Player users will be able to stream more content with less data and network bandwidth - video streams will load faster and buffer less since they require only half (or less) the data it would need otherwise. H.266/VVC is the world’s most advanced video codec designed to succeed H.264/AVC and H.265/HEVC used by most of the streaming video services worldwide today. Unlike its competitors, the H.266 upgrade makes MX Player the first OTT platform in the world to deploy this technology. <div type="image" title="image" msid="83537290" hostid="261"></div> <keyword id="1005666" type="PERSON" weightage="20" keywordseo="Karan-Bedi">Karan Bedi</keyword>, CEO, MX Player and MX TakaTak said, “Video consumption dominates internet usage wherever you go across India, but the quality of experience deteriorates in areas with inconsistent data networks. The new standard is an opportunity for MX Player to give millions of users, regardless of where they are, an exceptional streaming experience that allows them to consume content the way content creators intended: faster loading, buffering-free, and true-to-life HD quality.” Sidd Mantri, SVP Product, MX Player further added, “At MX Player, the future is now. We relentlessly focus on raising the customer experience bar for Indian users. We were amongst the 1st few OTTs to deploy AV1 that reduced data consumption by 20-30% compared to H.265. With H.266, we are taking it to the next level. H.266 offers the most advanced video compression standard available in the world and reduces data usage by more than 50%. Many users in India live on daily data consumption caps, so with H.266 they can watch more as well as watch better on MX Player.”

MX Player cuts down video streaming data consumption by half; upgrades its video encoding and compression technology to H.266

<ul><li>The Series I round included new investors like Siguler Guff, Baillie Gifford and others.</li><li>The company claims to have doubled its valuation since February 2021.</li><li>It claims to have raised a total of $650 million in the first half of 2021.</li></ul><keyword id="2519202" type="PERSON" weightage="20" keywordseo="Verse-Innovation">VerSe Innovation</keyword>, the parent company of content aggregator unicorn <keyword id="2995316" type="PERSON" weightage="20" keywordseo="dailyhunt">Dailyhunt</keyword> and short video app <keyword id="6393600" type="PERSON" weightage="20" keywordseo="Josh">Josh</keyword>, has raised $450 million from both new and existing investors. The Series I round included new investors like Siguler Guff, Baillie Gifford, affiliates of Carlyle Asia Partners Growth II and others. Besides this, existing investors Sofina Group, Qatar Investment Authority and BCap also participated in the round. Avendus Capital was the exclusive financial advisor to VerSe Innovation on the transaction. The company claims to have doubled its valuation compared to February 2021. Prior to this, the company had <a href="https://www.businessinsider.in/business/startups/news/dailyhunt-josh-raises-100-million-from-qatar-investment-authority-just-two-months-after-google-and-microsoft-made-it-a-unicorn/articleshow/80744070.cms">raised </a>$200 million, between December 2020 and February 2021, from Alpha Wave Ventures, Glade Brook Capital Partners, <keyword id="6355629" type="DEFINITION" weightage="20" keywordseo="google">Google</keyword>, Microsoft and QIA. With this latest funding round, VerSe innovation has now raised about $650 million in the first half of 2021. The company says that it will use this funding to further develop its AI/machine learning (ML) and data science capabilities to strengthen its position across all user retention and engagement metrics. In addition, it will be looking to further incorporate monetisation tools like e-commerce and live streaming to support the 50 million local content creators. The company claims to have over 80 billion video plays per month. VerSe Innovation claims that content aggregator Dailyhunt has over 300 million monthly active users (MAU), who watch content in 14 languages from a licenced creator ecosystem of over 100,000 content partners and individual content creators. Short video platform Josh, which was launched in 2020 post the TikTok ban, has over 115 million MAUs and 56 million daily active users. It competes with other platforms like Moj, MX TakaTak and other new players in the segment that came into existence post the Chinese app ban of June 2020. SEE ALSO <a href="https://www.businessinsider.in/business/ecommerce/news/swiggy-reports-nearly-three-fold-increase-in-annual-revenue-in-neck-and-neck-race-with-zomato/articleshow/85233393.cms">Swiggy reports nearly three-fold increase in annual revenue, in neck and neck race with Zomato</a> <a href="https://www.businessinsider.in/business/ecommerce/news/swiggy-reports-nearly-three-fold-increase-in-annual-revenue-in-neck-and-neck-race-with-zomato/articleshow/85233393.cms"></a><a href="https://www.businessinsider.in/careers/news/lenskart-aims-to-hire-over-2000-employees-to-ramp-up-its-operations/articleshow/85235059.cms">Lenskart aims to hire over 2000 employees to ramp up its operations</a> <a href="https://www.businessinsider.in/careers/news/lenskart-aims-to-hire-over-2000-employees-to-ramp-up-its-operations/articleshow/85235059.cms"></a><a href="https://www.businessinsider.in/tech/mobile/news/samsung-may-dominate-the-foldable-smartphone-market-with-88-share-says-report/articleshow/85091203.cms">Samsung may dominate the foldable smartphone market with 88% share, says report</a>

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